George G. Panigyrakis and Antigone G. Kyrousi
– The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.
Abstract
Purpose
The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research.
Design/methodology/approach
Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed.
Findings
The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions.
Originality/value
The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.
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Sardar Mohammadi, Abed Mahmoudian and Manuel Alonso Dos Santos
Currently, attention to customer experience management is one of the most important management approaches in the business field. Focussing on improving customer experience and…
Abstract
Currently, attention to customer experience management is one of the most important management approaches in the business field. Focussing on improving customer experience and having a customer experience management strategy is one of the actions that service providers can take to improve their marketing performance by providing superior experiences to customers. The nature of customer experience is very important for the retail industry, especially for sportswear stores, because sports products are mostly experience-oriented and can be classified as a general experience. Despite the importance of consumption experience in consumer behaviour studies, the design of sports customer experiences has received less attention from researchers. Therefore, this chapter seeks to answer the question of what aspects of creating and developing customer experience in sportswear retail stores are. To answer this question, this chapter attempts to identify the areas of creating customer experiences in sports stores by using the views of sports marketing experts through qualitative research and using content analysis techniques. The findings indicate that sports stores try to provide the best experience for their customers by considering six aspects of human resources and employees, products, interior design, exterior space, technology and interaction and communication in their strategic marketing plans and investing in creating and developing these aspects. They create a distinct experience for customers and provide a basis for purchasing, satisfaction, loyalty and other positive marketing consequences for customers.
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The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts…
Abstract
Purpose
The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts consumers’ product buying impulse. It tests two competing hypotheses, where the salience explanation proposes a positive effect of empty space–product color matching on product buying impulse, while the contrast account predicts an opposite effect.
Design/methodology/approach
Data was gathered from US-based MTurk panelists under three experimentally designed studies. The proposed effects were tested across multiple product categories, colors and online advertising formats. Qualitative responses from experienced marketing executives were also assessed for managerial insights.
Findings
Across all studies, findings reveal that using a product-colored (vs white) empty space in an ad increases consumers’ product buying impulse, favoring the salience rather the contrast explanation. Increased ad salience owing to an enhanced exposure to product color (an important sensory aspect), in turn improving the product’s hedonic appeal work as serial processes explaining this effect.
Originality/value
This research is not only the first to investigate the effects of using colored empty space (where limited prior research has only focused on white empty space), but also the first to study its impact on impulse buying intentions. Counter to prior advertising research which suggests using greater contrast by using white empty space to achieve positive effects, this research empirically tests and finds that using a product-colored empty ad space instead has a positive impact on product buying impulse.
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Patrice Cottet, M.C. Lichtlé and V. Plichon
This paper aims to underline the effects of shopping value on customer satisfaction and to determine its antecedent variables.
Abstract
Purpose
This paper aims to underline the effects of shopping value on customer satisfaction and to determine its antecedent variables.
Design/methodology/approach
A qualitative survey through interviews with hypermarket customers was first carried out. It was followed by a quantitative study, carried out in two stages: 199 patrons were first interrogated in order to clarify the outlet characteristics scale. A second set of data was then collected (436 respondents). Factorial analysis, confirmatory factorial analysis and analysis of regression were conducted.
Findings
The last study results show that both utilitarian and hedonic values have an influence on satisfaction; they tend to indicate that the utilitarian value is related to product availability, while the hedonic value is influenced by such elements as atmosphere, relations with store employees, as well as crowding and other peripheral services.
Research limitations/implications
The influence of the five outlet characteristics studied (atmosphere, peripheral services, store employees, product availability, crowding) on value have never been demonstrated empirically until now. The link between value and satisfaction was not so clear in the literature.
Practical implications
The results show what variables are to be promoted if a retailer wishes to give the outlet its utilitarian and/or hedonic value, and then influence patron satisfaction.
Originality/value
This paper provides important and new insights both into value that may be attributed to a point of sale and into the effect on customer satisfaction of outlet characteristics.
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The purpose of this paper is to contribute to a better understanding of web-surfers’ conative reactions to websites’ dominant hue by taking into account mental imagery’s role.
Abstract
Purpose
The purpose of this paper is to contribute to a better understanding of web-surfers’ conative reactions to websites’ dominant hue by taking into account mental imagery’s role.
Design/methodology/approach
A conceptual model considering mental imagery as a mediator of web-surfers conative reactions to websites’ dominant hue was tested. It also supposes that mental imagery promoted by websites’ dominant hue is moderated by web-surfers’ involvement towards the product sold. To validate this model, an online experiment was conducted with a sample of 400 web-surfers.
Findings
Results reflect the importance of “vividness/clarity” and “valence” dimensions of mental imagery. In fact, hues congruent with the website’s content seem to be more able to generate vivid and positive mental images which affect positively web-surfers’ conative reactions. However, this relationship is reversed when web-surfers are strongly involved with the product sold.
Research limitations/implications
Although this study focused on a particular product category, the obtained results can help the research community to understand better conative reactions of web-surfers to websites’ dominant hue through the consideration of mental imagery’s role.
Practical implications
Findings can help managers to better the performance of their commercial websites through the choice of the adequate background hue.
Originality/value
This study highlights the importance of mental imagery prompted by dominant website’s hue taking into account its congruence degree with the website’s content. It provides empirical evidence about its mediating role.
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This paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral…
Abstract
Purpose
This paper aims to determine the effect of the congruence between a website's background color and its context (product category) on online trust and resulting behavioral intentions in emerging markets.
Design/methodology/approach
An online experiment, conducted on 240 web-surfers, compared two versions of a website (high vs low color-context congruence) in terms of online trust and resulting behavioral intentions. The authors also studied the moderating role of the online shopping experience on the color-context congruence impact on online trust.
Findings
Results revealed that a website's color-context congruence enhances online trust. The authors have also demonstrated that online trust plays a mediating role in the relationship between color-context congruence and behavioral intentions. Moreover, they found out that the influence of the color-context congruence on online trust is enhanced when the web-surfer is highly experienced in online shopping.
Research limitations/implications
This research contributes to fill in the theoretical gaps and to better understand the influence of color-context congruence on online trust and behavioral intentions in emerging markets. Indeed, past studies had focused on the color impact on online trust without taking into consideration congruence with the website context. However, this study is limited to a single category of products (tourist products) and only two colors (blue and red) were manipulated in the experiment.
Practical implications
This study highlights the importance of selecting a background's color that matches with the sold product category to reassure web-surfers so that they trust the commercial website and express some favorable intentions like buying.
Originality/value
Prior studies had focused on the website's color effect on online trust neglecting color-context congruence. Our study helps to highlight the importance of selecting background colors matching the product category.
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Xiaohua Chen and Timothy J. Lee
This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and…
Abstract
Purpose
This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.
Design/methodology/approach
This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.
Findings
The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.
Research limitations/implications
The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.
Practical implications
The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.
Originality/value
This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.
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Pantea Foroudi, Khalid Hafeez and Mohammad M. Foroudi
This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging…
Abstract
Purpose
This paper aims to examine the impact of corporate logos on corporate image and reputation in creating competitive advantage in the context of Persia and Mexico as emerging markets. The paper provides an extensive links between corporate logo and its dimension and internal stakeholders’ attitudes towards advertisement, familiarity and recognisability as intermediaries to corporate image and reputation.
Design/methodology/approach
A qualitative exploratory approach was undertaken, comprising 12 face-to-face interviews and 14 skype in-depth interviews with graphic designers, design, communication and marketing consultant in Mexico and Persia based on attribution theory.
Findings
The study posits that the more favorable the name, colour, typeface and design of the company logo, the more favorable the attitude Mexican consumers have towards the corporate logo, corporate image and reputation. However, in comparison for Persia these factors have less effect on customers’ judgment and behaviour, towards the corporate logo, corporate image and reputation. The research findings suggest that the selection of colour in a corporate logo is related to its marketing objectives, cultural values, desired customer relationship levels with the organisation and organisation’s corporate communications.
Originality/value
Corporate logo has received little attention in marketing literature and rarely researched in the context of emerging market. This is the first research of its kind to find the effect of the compound logo in emerging markets of Persia and Mexico. Therefore, this research makes significant contribution towards the corporate visual identity literature by developing of the sphere of influence of the corporate logo and its antecedents and consequences (corporate image and corporate reputation).
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E. Robinot and J.‐L. Giannelloni
This paper aims to examine how “green” attributes contribute to hotel customers' overall satisfaction.
Abstract
Purpose
This paper aims to examine how “green” attributes contribute to hotel customers' overall satisfaction.
Design/methodology/approach
A qualitative study helped generate a list of the attributes that contribute to overall satisfaction with hotel services. Then a Tetraclasse model, which highlights the four‐fold nature of this contribution, was used. Two hypotheses are posed. First, attributes of hotel service can be divided into four different types according to the way in which they contribute to forming satisfaction. Second, in terms of how they contribute to forming satisfaction, environmental protection initiatives can be considered “plus” attributes.
Findings
The first hypothesis is rejected. For the second hypothesis, the results show that the environmental attributes were evaluated as “basic”, which means they were seen as an integral part of the service offer, rather than as differentiating criteria.
Research limitations/implications
The study was based on a relatively restricted sample. Further research is needed to improve the external validity of the research.
Practical implications
It is necessary to maintain a high level of performance for “green” attributes. Moreover, it would be preferable not to inform customers about environmental initiatives in order to limit the risk of being unfavorably evaluated on these attributes. It would seem worthwhile for a company to invest in service attributes that are respectful of the environment, even if they do not promote these attributes directly to the customer. Pro‐environment initiatives may also be introduced for economic reasons.
Originality/value
The paper makes use of the Tetraclasse model methodology.
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Maher Georges Elmashhara and Ana Maria Soares
The purpose of this paper is to understand the role played by emotional states in the relationship between entertainment and social interaction with salespeople and shopper…
Abstract
Purpose
The purpose of this paper is to understand the role played by emotional states in the relationship between entertainment and social interaction with salespeople and shopper satisfaction.
Design/methodology/approach
The proposed model was tested using a survey-based study, with a sample size of 318 mall shoppers.
Findings
The results indicate that pleasure and dominance are mediators in the relationship between entertainment and social interaction with salespeople and mall shopper satisfaction. Moreover, regarding the direct relations, entertainment directly influences satisfaction, while social interaction does not.
Practical implications
The results have practical implications for mall managers and mall developers. Specifically, entertainment can be used to attract shoppers and to enhance their satisfaction with the overall shopping experience. Practical suggestions to this end are offered.
Originality/value
This study’s contribution is twofold: first, this study adds to research by addressing the gap in research regarding shopper emotional states. Specifically, it addresses the mediating role played by emotional states of shoppers on the impact of entertainment and social interaction in satisfaction. Second, the study concentrates on the role of salespeople by focusing on the social aspects of the interaction.