Jordi Lopez-Sintas, Giuseppe Lamberti and Pilar Lopez-Belbeze
This article explores the heterogenous social mechanisms that drive responsible environmental behaviours by investigating differences in the mean effect of the psychosocial…
Abstract
Purpose
This article explores the heterogenous social mechanisms that drive responsible environmental behaviours by investigating differences in the mean effect of the psychosocial determinants of the intention to buy organic foods.
Design/methodology/approach
Using data for a representative sample of the Spanish population, we estimated the mean effect of the constructs represented in the responsible environmental behaviour (REB) theory that affect sustainable food consumption, and examined the social mechanisms that may explain heterogeneity in the mean effect of those constructs. Confirmatory factor analysis, linear regression, and latent class regression were used in the analysis.
Findings
We found that the effect of REB’s psychosocial constructs varied significantly, demonstrating social heterogeneity in the estimated average effect. We identified different social mechanisms that explain variations in organic food purchase intentions: environmental attitudes and social norms shape these intentions among socioeconomically privileged consumers, whereas personal norms shape these intentions among less socially advantaged consumers.
Originality/value
Our research contributes to the literature by highlighting the existence of differing social mechanisms explaining organic food purchase intentions. The uncovering of three social mechanisms explaining differences in the mean effect of factors driving those intentions provides valuable insights with regard to both further developing a holistic framework for responsible environmental behaviours and developing new public policies and marketing strategies aimed at improving sustainable food consumption.
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Maryam Vaziri, Joan Llonch-Andreu and Pilar López-Belbeze
This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The…
Abstract
Purpose
This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL.
Design/methodology/approach
Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs.
Findings
The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands.
Social implications
For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective.
Originality/value
This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.
Abstract
Purpose
Despite the importance of assessing business performance, there is limited research on the ways of measuring marketing effectiveness. Aims to redress this issue.
Design/methodology/approach
This paper focuses on six categories of marketing effectiveness measures to compare the ways of measuring marketing performance in two groups of Spanish firms (Tourism and Hospitality firms and Industrial firms) in an exploratory study; and also studies the effect of business orientation (customer and competitor orientation) on the measures used to evaluate marketing performance.
Findings
It was found that consumer‐based measures have a leading role in the evaluation of marketing effectiveness in Tourism and Hospitality companies and customer orientation affects the importance of these consumer‐based measures.
Research limitations/implications
Research is exploratory and subjective measures of business performance were used.
Practical implications
The main implications are addressed to the Tourism and Hospitality managers for improving the ways of measuring marketing effectiveness.
Originality/value
This is a study of the measurement of marketing effectiveness in Tourism and Hospitality companies in comparison with the industrial counterparts.
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international…
Abstract
Purpose
This is the second of two papers which examine the Italian and Spanish textile‐clothing sector. The purpose of this paper is to focuse on the key factors in the international performance of textile manufacturing companies.
Design/methodology/approach
In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed are respectively geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).
Findings
It was found that international experience is the main factor in the export performance for both cases but investment in R&D and export experience have been the keys for explaining the major export performance of the Italian businesses.
Research limitations/implications
The sample is formed basically from small textile‐clothing business (with less than 500 employees).
Originality/value
The paper is of value in that it provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, including characteristics of the business, such as size, dispersion of sales and export experience.
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Rossano Eusebio, Joan Llonch Andreu and M. Pilar López Belbeze
This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international…
Abstract
Purpose
This is the first part of two papers which examine the Italian and Spanish textile‐clothing sector The purpose of this paper is to analyse the key factors in the international performance of textile manufacturing companies.
Design/methodology/approach
The paper provides a comparative study of the main factors that have affected the export performance of the Spanish and Italian businesses. A wide range of factors has been studied, such as size, dispersion of sales and export experience. In order to compare Spanish and Italian cases, the empirical study used a standardized questionnaire for collecting data. The cases analysed were respective geographical zones with a great tradition in textile‐clothing industry in their country, Catalonian (in the Spanish case) and Lombardian business (in the Italian case).
Findings
It was found that international experience is the main factor in the export performance for both cases but the investment in R&D and the export experience have been the keys for explaining the major export performance of the Italian businesses.
Research limitations/implications
The sample is formed basically for small textile‐clothing businesses (with less than five employees).
Originality/value
The paper explains why the Lambardian textile‐clothing companies export more, in relation to total sales, than the Catalan companies in the same sector. The general character of the study suggests new future lines of investigation.
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Khadijeh Hassanzadeh, Kiumars Shahbazi, Mohammad Movahedi and Olivier Gaussens
This paper aims to investigate the difference between the impacts of indicators of trade barriers (TBs) on bankrupt enterprises (BEs), new enterprises (NEs) and other enterprises…
Abstract
Purpose
This paper aims to investigate the difference between the impacts of indicators of trade barriers (TBs) on bankrupt enterprises (BEs), new enterprises (NEs) and other enterprises (OEs).
Design/methodology/approach
The paper has used a multiple-step approach. At the first stage, the initial data has been collected from interviews with 164 top managers of SMEs in West Azerbaijan in Iran during two periods of 2013–2015 and 2017–2019. At the second step, multiple correspondence analysis has been used to summarize the relationships between variables and construct indices for different groups of TBs. Finally, the generalized structural equation model method was used to examine the impact of export barriers.
Findings
The results showed that the political legal index is the main TBs for BEs and NEs, but it had a more significant impact on BEs; the financial index was the second major TBs factor for BEs, while OEs did not have a problem in performance index, and the financial index was classified as a minor obstacle for them. All indicators of marketing barriers (except production index) had a negative and significant effect on all enterprises; the most important TBs for NEs was the information index.
Originality/value
The results indicated that if enterprises have a strong financial system and function, they can lessen the impact of sanctions and keep themselves in the market.
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Francesca Magno, Fabio Cassia and Attilio Bruni
The purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance…
Abstract
Purpose
The purpose of this paper is to assess whether travel agencies that implement comprehensive marketing performance assessment systems (MPASs) enjoy superior overall performance. Drawing on the knowledge-based view, the authors propose and test a model demonstrating that the relationship between MPASs and overall performance is fully mediated by the depth of market-related knowledge absorbed by the travel agency.
Design/methodology/approach
A survey was administered to a sample of Italian travel agencies; 171 complete questionnaires were received. The suggested relationships were assessed using a covariance-based structural equation modeling approach, including the estimation of both the measurement model and the structural model.
Findings
The findings indicate that the implementation of sophisticated MPASs has a significant and positive effect on performance and that this relationship is fully mediated by the depth of market-related knowledge absorbed by the travel agency. In addition, the results highlight that the number of marketing metrics monitored by the travel agency has no effect on its performance.
Research limitations/implications
The specific features of the travel agency sector in Italy include a remarkable level of fragmentation. The cross-sectional design does not permit an assessment of the medium-term effects of the adoption of an MPAS.
Practical implications
Travel agencies selecting proactive marketing strategies can particularly benefit from the adoption of sophisticated MPASs. Suggestions are provided to assist managers in designing their MPAS.
Originality/value
This study enriches the field’s knowledge about marketing performance measurement and proactive marketing strategies, and indicates that the implementation of well-designed MPASs improves a firm’s overall performance. It also explains the knowledge-related processes that produce this positive effect.
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Fabio Musso, Annarita Colamatteo, Laura Bravi, Maria Anna Pagnanelli, Federica Murmura and Marcello Sansone
The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering…
Abstract
Purpose
The aim of this study is to determine how the different age of consumers impacts on some factors that drive consumers to the purchasing of private label products, considering differences and similarities of behaviors.
Design/methodology/approach
The research was conducted through the administration of a questionnaire to evaluate consumers' perceptions about private label food products. To collect data, the convenience sampling method has been used. The valid answers collected and analyzed are 358.
Findings
The results of this study highlight that the response of different age groups to the Private Label Brands (PLBs) must be considered in the light of the positioning adopted by the individual retailers. Value for money and satisfaction on previous consumption are relevant for purchasing decisions regardless of the retailer's strategy and the age of consumers. A third factor, price, is important for the whole sample. Focusing on the specific age clusters, the younger respondents seem to be attentive to factors such as healthy and in-store promotion, while the more experienced consumer are attentive to the origin and traceability of products.
Originality/value
An analysis of the main literature on Private Labels showed that the results of research about the role of consumer age in PLB choices are contrasting. This study aims at integrating the literature, measuring how the factors influencing the purchase of PLB products vary for different age groups of consumers.