Gintare Dagyte-Kavoliune, Karina Adomaviciute and Sigitas Urbonavicius
The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related…
Abstract
Purpose
The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity.
Design/methodology/approach
The study is based on data obtained via a survey of 403 respondents in Lithuania. A between-subjects study design with different brands and causes was used to identify the role of the differences in brand attitude and cause affinity on the message strength.
Findings
The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message strength, on consumer intentions to purchase cause-related products. Additionally, the mediation of the message strength was dependent on attitudes towards a brand but not on cause affinity.
Originality/value
This is the first attempt to contribute to filling the research gap regarding the impact of the prominence dimensions of fit on the intention to purchase a cause-related product. Paying special attention to message strength mediation allowed for the assessment of both the direct and indirect effects of the individual dimensions of fit.
Details
Keywords
Sigitas Urbonavicius, Vytautas Dikcius, Karina Adomaviciute and Ignas Urbonavicius
Movie piracy is triggered by the release delay of new movies in various countries, especially if novelty awareness is considered an asset among peers. Therefore, novelty seeking…
Abstract
Purpose
Movie piracy is triggered by the release delay of new movies in various countries, especially if novelty awareness is considered an asset among peers. Therefore, novelty seeking becomes a relevant factor in the illegal downloading of movies, especially among a younger population that has a higher propensity to novelty seeking. The purpose of this paper is to study novelty seeking in the context of illegal downloading of movies among a young population. More specifically, this study will highlight the relation of novelty seeking with the frequency of illegal downloading of movies and attitudes towards piracy in general.
Design/methodology/approach
The study is based on data that were obtained via survey in Lithuania. The use of SEM allowed development of a model that integrates novelty seeking with the more typical factors of digital piracy.
Findings
The study shows a relation between novelty seeking, attitudes towards piracy and the frequency of illegal downloading of movies.
Originality/value
The study shows the importance of novelty seeking in the context of movie piracy. It specifies the relation of novelty seeking with attitude and behaviour, highlighting directions for further research.
Details
Keywords
Neringa Vilkaite - Vaitone, Sigita Kirse, Karina Adomaviciute - Sakalauske, Vytautas Dikcius and Ignas Zimaitis
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most…
Abstract
Purpose
This study aims to explore the use of gamification elements by micro and small e-tailers to enhance customer loyalty. Additionally, this research seeks to identify the most promising gamification elements that can be utilised for this purpose.
Design/methodology/approach
The authors adopt a qualitative approach to examine the impact of gamification on online customer loyalty to micro and small e-tailers. Data were gathered using a combination of two types of expert interviews. Semi-structured interviews were held with micro and small e-tailers while large e-tailers served as the control group. Structured interviews based on multi-criteria decision analysis (MCDA) models were conducted to determine the most promising gamification elements.
Findings
The content analysis reveals that gamification has significant potential for fostering customer loyalty and offering various other benefits. However, small e-tailers often refrain from implementing gamification solutions due to the resource requirements in terms of finances, time, information technology and human capital. By assigning weights as an essential step in MCDA models, the authors determined that badges, medals, quests, avatars and competitions are the most promising gamification options for small e-tailers’ efforts to enhance customer loyalty.
Originality/value
The study makes a unique contribution to the understanding of the usefulness of gamification in augmenting customer loyalty and identifying essential gamification elements for micro and small e-tailers.