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Article
Publication date: 9 August 2023

Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan and Rossella Sorio

Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the…

300

Abstract

Purpose

Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.

Design/methodology/approach

A quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.

Findings

The results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.

Originality/value

This research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.

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Article
Publication date: 13 December 2021

Saeedeh Rezaee Vessal and Judith Partouche-Sebban

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the literature has…

306

Abstract

Purpose

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the literature has shed little light on the effect of mortality salience (MS) on elderly individuals. The present research specifically aims to challenge the effect of MS on status consumption among elderly individuals.

Design/methodology/approach

Two experiments were conducted among individuals over 50. The experiments manipulated MS to test its effect on status consumption.

Findings

The results demonstrate that MS positively influences the preference for status products among elderly individuals (experiment 1) and that this effect is less pronounced as elderly individuals age (experiment 2). Subjective age bias, defined as the potential gap between chronological age and subjective age, negatively moderates this effect (experiment 2).

Practical implications

Luxury marketers need to pay attention to generational cohorts rather than other demographic variables in the segmentation of their market. Moreover, subjective age may be a better segmentation variable for marketers than objective variables such as chronological age.

Originality/value

This research provides insights that support a better understanding of status consumption among elderly individuals and the role of subjective ageing in this process.

Details

Journal of Organizational Change Management, vol. 35 no. 1
Type: Research Article
ISSN: 0953-4814

Keywords

Available. Open Access. Open Access
Article
Publication date: 2 December 2022

Saeedeh Rezaee Vessal, Judith Partouche-Sebban and Francesco Schiavone

The COVID-19 outbreak has undoubtedly affected overall mental health. Thus, researching resilience is important, as it has been previously discussed as a means to protect people…

1030

Abstract

Purpose

The COVID-19 outbreak has undoubtedly affected overall mental health. Thus, researching resilience is important, as it has been previously discussed as a means to protect people from mental health problems. This study aims to clarify whether survivors of a traumatic event (i.e. cancer survivors) are more resilient to living through another traumatic experience, such as COVID-19, compared to those who have never had such an experience. The study also examines the role of emotional creativity in this process.

Design/methodology/approach

A quantitative research design was adopted. The data collection was performed through a survey (N = 338), which was conducted among two separate groups of participants. The first group (N = 152) included the survivors of a traumatic event (i.e. cancer survivors), and the second group (N = 186) included those who did not have such an experience.

Findings

The results demonstrate that living through a traumatic experience results in a higher level of resilience during another traumatic experience (i.e. COVID-19), which is the result of higher post-traumatic growth. Moreover, emotional creativity is discussed as an explanatory variable that explains a significantly higher level of post-traumatic growth among survivors of a traumatic event.

Originality/value

This research offers a better understanding of the effect of living through a traumatic event on post-traumatic growth and resilience in living through another traumatic experience. Moreover, post-traumatic growth is explained through emotional creativity improvement, which happens after experiencing a traumatic life event.

Details

Journal of Organizational Change Management, vol. 35 no. 7
Type: Research Article
ISSN: 0953-4814

Keywords

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Article
Publication date: 6 February 2020

Judith Partouche, Saeedeh Vessal, Insaf Khelladi, Sylvaine Castellano and Georgia Sakka

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their…

2229

Abstract

Purpose

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns.

Design/methodology/approach

Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3).

Findings

The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals.

Research limitations/implications

Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries.

Practical implications

To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products.

Social implications

CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes.

Originality/value

This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

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Article
Publication date: 1 November 2024

Saeedeh Rezaee Vessal, Mariem El Euch Maalej, Judith Partouche-Sebban and Alain Toledano

This study aims to explore the impact of nonpharmacological therapies on cancer patients’ daily illness management and long-term well-being. It focuses on the design and effects…

75

Abstract

Purpose

This study aims to explore the impact of nonpharmacological therapies on cancer patients’ daily illness management and long-term well-being. It focuses on the design and effects of immersive multisensory workshops, including therapies such as yoga, music therapy and visual imagery. By examining individuals’ experiences before, during and after the service experience, the study aims to provide comprehensive insights into the transformative effects of these immersive multisensorial experiences from the individuals’ perspectives.

Design/methodology/approach

From November 2021 to March 2023, the authors conducted 13 interviews and 3 focus groups (10 participants in total) among cancer patients. Thematic analysis of recorded interviews and focus groups revealed recurring patterns, key themes and meaningful insights from participants’ narratives.

Findings

The findings provide insights into individuals’ journey of service experiences among cancer patients from a user perspective. By framing the results within the service encounters model, individuals’ journey of this immersive multisensory experience is studied in three different periods: the pre-core, the core and the post-core service encounter. The pre-core service encounter includes activities such as information gathering to answer concerns and setting expectations, with the therapy. The core service encounter encompasses the immersive environmental experience, which includes multisensory integration and activity immersion, body-mind reconnection, as well as engaging interactive experiences with service providers, other patients and internal engagement. The post-core service encounter reflects the cognitive, psychological, behavioral and spiritual outcomes of the service.

Originality/value

This paper sheds light on the design of immersive multisensory workshops as nonpharmacological therapy. Adopting a user-focused approach using the service encounters framework helps clarify various aspects of this therapy and its effects on patients’ reconnection with their bodies and well-being. This research offers valuable insights for designing effective multisensory therapeutic environments for chronic patients to improve the quality of health-care services.

Details

Journal of Services Marketing, vol. 38 no. 8
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 4 June 2021

Judith Partouche-Sebban, Saeedeh Rezaee Vessal and Fabian Bernhard

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the…

1168

Abstract

Purpose

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.

Design/methodology/approach

A quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.

Findings

The results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.

Originality/value

The originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Keywords

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Article
Publication date: 30 September 2013

Karim Errajaa, Judith Partouche and Vincent Dutot

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well…

2021

Abstract

Purpose

The role of nostalgia in consumers’ lives and its application in the design of marketing strategies has been highlighted in prior research. However, the role of nostalgia as well as the consumers’ nostalgic inclination in the development of new products has not been investigated yet, either for existing products or new ones. Hence, the purpose of this paper is to underline and understand the collaborative process of value co-creation for both actors (companies and consumers) in the development of nostalgic new products.

Design/methodology/approach

A double methodology was used through a netnographic study (which is inspired by ethnography) and semi-directed interviews. Concerning the netnographic approach, the data collection were conducted on both general and specialized social networks, web sites and forums. The semi-directed interviews were conducted among 12 individuals. The verbatim were analyzed through a content thematic analysis. The use of both methodologies helped to underline recurrent and complementary findings.

Findings

The analysis highlights four main results: first, the main criteria for selection and purchase of products and services; second, the perception and dimensions of nostalgia; third, the link between nostalgia and consumption; and finally, the relationship between nostalgic experiences and the co-creation process.

Originality/value

This research is the first to study the value of the co-creation process for the development of nostalgic new products.

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Keywords

Available. Content available
Article
Publication date: 21 June 2022

Francesco Schiavone and Daniele Leone

867

Abstract

Details

Journal of Business & Industrial Marketing, vol. 37 no. 8
Type: Research Article
ISSN: 0885-8624

Available. Content available
903

Abstract

Details

European Journal of Innovation Management, vol. 16 no. 4
Type: Research Article
ISSN: 1460-1060

Available. Content available
Article
Publication date: 3 December 2020

Demetris Vrontis and Alkis Thrassou

344

Abstract

Details

International Marketing Review, vol. 37 no. 5
Type: Research Article
ISSN: 0265-1335

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