Reza Saleki, Farzana Quoquab and Jihad Mohammad
The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context.
Abstract
Purpose
The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context.
Design/methodology/approach
Responses were obtained from 246 organic food consumers using judgemental sampling. Data were analysed using partial least squares–structural equation modelling to examine the strength of the relationships among the constructs.
Findings
The findings reveal that attitude, subjective norm (SN), perceived behavioural control, moral norm (MN), self-identity (SI) and environmental concern (EC) exert significant positive effect on purchase intention (PI). Furthermore, PI is found to mediate the relationship among attitude, SN, perceived behavioural control, MN, SI and EC with purchase behaviour (PB). Moreover, the findings indicate that price consciousness moderates the relationship between PI and PB.
Research limitations/implications
The results of this study emphasised that marketers need to implement various marketing strategies including discount, advertisements and new product development to bring positive change in consumers’ intention and to attract them towards purchasing organic food. Moreover, marketers may take some initiatives to reduce the price of organic food through various strategies which eventually can reduce the cost of organic foods for local consumers.
Originality/value
This study extends the theory of planned behaviour (TBP) by incorporating MN, SI and EC. The expanded theoretical framework improved the predictive ability of the TBP.
Details
Keywords
The purpose of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness…
Abstract
Purpose
The purpose of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purposes of the study.
Design/methodology/approach
In the study of brands, 120 respondents participated in dish-washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions.
Findings
The report finds that brand score is an indicator of how effective a brand is. Higher brand equity helps in getting better acceptance in brand extensions of a new market, and the results of brand scores confirm the same. They should be clearly distinguished between the brand as a whole and its sub-brands and extensions, so that it may have a differential approach to each sub-brand and extensions. Our study confirms the usage in brand extension study by applying brand score parameters as an effective tool for measuring communication strategy. Brand score parameters have been tried earlier by Srivastava (2004, 2009 and 2013).
Research limitations/implications
This study, conducted across the metro cities, may represent different cultures. However, it may not represent the Tier 2 and below population, including the rural population. However, with the penetration of such goods sweeping in to these markets, it will be interesting to explore if similar strategy clicks with these consumers. The paper is conceptual in nature. Therefore, this paper lacks in-depth theoretical support because it is conceptual in nature and more of a practitioner paper.
Practical implications
Application of brand scorecard would be useful for the managers to conduct analysis of brand mapping score, in reference to brand strategy, versus others. The brand score tools help in measuring the impact of various market drivers’ measures on ten parameters on the performance of brands. A study of brand scores of a brand extension of competing brands will give direction to communication strategy in comparison to competitors. Managers can calculate the brand scores on a six-monthly or yearly basis to study the impact of their brand strategy to get better insight on the effectiveness. It can also give new directions on developing brand strategy. Lifebuoy changed their brand strategy, based on their brand score matrix, from germicidal effect to total protection against infection among children through handwash usage strategy approach.
Originality/value
Brand score is a new concept because there is a paucity of similar research (Srivastava, 2013). Brand score analysis and mapping of a brand play a major role in measuring the performance of brand in the market. This research finding will improve the effectiveness of communication in marketing. The approach of using the brand score technique for measurement of strategy is new to brand extension and will give directions and ways to improve the effectiveness. Application of the brand score in the brand extension is the first approach to give direction on strategy.
Details
Keywords
The aim of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction…
Abstract
Purpose
The aim of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purpose of the study.
Design/methodology/approach
One hundred twenty respondents participated in the study of brands in dish washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions.
Findings
The report finds that brand score is an indicator of how effective a brand is. Higher brand equity help in getting better acceptance in brand extensions of a new market and results of brand scores confirms the same. There should be clear distinguish between the brand as a whole and its sub-brands and extensions so that it may have a differential approach to each sub-brand and extensions.
Research limitations/implications
This study conducted across the metro cities may represent different cultures. However, it may not represent the Tier 2 cities including the rural population. However, with the penetration of such goods sweeping in to these markets, it will be interesting to explore if similar strategy clicks with these consumers. The paper lacks of theoretical support in depth due to conceptual in nature.
Practical implications
Application of brand scorecard would be useful for the managers to conduct analysis of brand mapping score in reference to brand strategy vs others. The brand score tools help in measuring the impact on various markets drivers’ measures on ten parameters on the performance of brands.
Originality/value
Brand score is a new concept, as there is paucity of similar research. Brand score analysis and mapping of a brand plays a major role in measuring the performance of brand in the market. This research will improve the effectiveness of communication in marketing.
Details
Keywords
Idrees Waris and Norazah Mohd Suki
This study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental…
Abstract
Purpose
This study aims to predict customers’ intention (INT) to visit green hotels through an extended norm activation model (NAM) framework. The extended NAM includes environmental concern (EC), price consciousness (PC) and aesthetic values (AEV).
Design/methodology/approach
A quantitative survey design was used to collect 340 valid responses from customers in Pakistan. Partial least square - structural equation modeling was used to assess the hypothesized relationships.
Findings
The results show that EC and awareness of consequences have a significant ascription of responsibility (AR) and personal norms (PN) towards INT. The results confirmed the moderating effect of PC on the relationship between PN and INT and the moderating effect of AEV on relationship between PN and INT and AR and INT. The findings indicate that PN does not mediate the relationship between AR and INT. These findings indicate that customers are aware of the consequences of resource depletion and environmental pollution that result from the unsustainable hotel practices. Therefore, customers tend to visit aesthetically green hotels at affordable prices.
Practical implications
The study proposes that green hotels should design marketing strategies in a way that increases customers’ awareness and concern towards environmental issues. Marketing campaigns focusing on environmental aspects of green hotels enhance its green reputation and motivate customers to visit green hotels. In addition, managers must consider enhancing the beauty of hotels at a competitive price.
Originality/value
This is the first study to use an extended NAM by integrating EC, average variance extracted and PC to predict customers’ INT towards green hotels. The extended NAM framework provides comprehensive understanding of the relationships between EC, AR and PN regarding visiting green hotels. In addition, the study emphasizes on AEV’s crucial role in influencing customers’ INT to visit green hotels.