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Case study
Publication date: 1 January 2011

Prakash Vel

Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance.

Abstract

Subject area

Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance.

Study level/applicability

Undergraduate and postgraduate marketing.

Case overview

The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010.

Expected learning outcomes

This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting.

Supplementary materials

A teaching note is available on request.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 9 November 2010

K. Prakash Vel and Ricky Sharma

The choice of a well‐planned integrated marketing communication (IMC) strategy is crucial for the successful launch of an event. This paper is a case‐study based description of…

10154

Abstract

Purpose

The choice of a well‐planned integrated marketing communication (IMC) strategy is crucial for the successful launch of an event. This paper is a case‐study based description of how a brand management consultancy house, TMC, used IMC to launch a world music festival event in Abu Dhabi, UAE, in 2009, registering a visitorship of five‐times their target, 89 per cent satisfaction and a staggering 99 per cent of the visitors planning to visit the festival again in 2010.

Design/methodology/approach

A literature review on event marketing, megamarketing and integrated marketing communications is conducted to illustrate the challenges involved in launching communication campaigns in the marketing of events. Primary research was conducted by way of in‐depth interviews with TMH and the case study is developed based on the information furnished.

Findings

Event marketing requires the support of a well‐crafted IMC plan to realise the objectives set for the event. This paper brings out the role of public relations, direct marketing, social media networking, advertising and media planning in the IMC campaign launched by a brand management consultancy house and how it successfully achieved the objectives for the event.

Practical implications

Traditional communication media may not be sufficient to succeed in the current media clutter and over‐communicated market place. In this context, social networking media are emerging as a new media type and are an important addition to the current media. Understanding the target audience and preparing a customised media mix involving traditional and modern media may have a synergistic effect on end results.

Originality/value

The paper provides the marketers with an IMC perspective to analyse traditional and emerging media types and integrate them with a communications plan to optimise end results. In particular, the paper brings out the need for total customisation of media mix for different market conditions.

Details

Business Strategy Series, vol. 11 no. 6
Type: Research Article
ISSN: 1751-5637

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Book part
Publication date: 29 September 2021

Clare Holdsworth

Abstract

Details

The Social Life of Busyness
Type: Book
ISBN: 978-1-78743-699-2

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Article
Publication date: 23 November 2021

Piyush Sharma, Ricky Y. K. Chan, Nebojsa Davcik and Akiko Ueno

This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the…

730

Abstract

Purpose

This paper explores the moderating effects of four personal cultural orientations or PCOs (independence, interdependence, risk aversion and ambiguity intolerance) on the relationships among counterfeit proneness, subjective norms, ethical judgments, product evaluation and purchase intentions for counterfeit products.

Design/methodology/approach

A field study with 840 consumers in Hong Kong using a self-administered structured questionnaire is used to test all the hypotheses.

Finding

Consumers with high (low) scores on interdependence (independence) show stronger positive effects of counterfeit proneness on subjective norms and its effects on the counterfeit evaluation and purchase intentions. In contrast, consumers with high (low) scores on independence (interdependence) show stronger positive effects of counterfeit proneness on ethical judgments and its effects on counterfeit evaluation and purchase intentions. Consumers with higher scores on risk aversion and ambiguity intolerance show negative moderating effects on most of the relationships in the unified conceptual framework.

Research limitations/implications

The authors collected data in Hong Kong, which is predominantly Chinese in culture. Hence, future research in other parts of the world with more diverse cultural values would help test the validity and generalizability of the results.

Practical implications

The findings would be useful for managers of genuine brands to learn more about the process that explains deliberate counterfeit purchase behavior.

Originality/value

The authors extend the unified conceptual framework for deliberate counterfeit purchase behavior by incorporating four PCOs to explore cultural differences in the socio-psychological decision-making process underlying this behavior.

Details

Marketing Intelligence & Planning, vol. 40 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 5 September 2019

Nebojsa S. Davcik, Piyush Sharma, Ricky Chan and Rajat Roy

The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and…

390

Abstract

Purpose

The purpose of this paper is to present the contemporary thinking on deliberate lookalikes and to provide a better understanding of its key forms (counterfeits, copycats and no-name imitations) and markets (deceptive and non-deceptive).

Design/methodology/approach

This editorial contains a review of current and past literature on deliberate lookalikes along with summaries of all the articles accepted for publication in the special issue on deliberate lookalikes. The guest editors used academic databases such as Web of Science to find the most representative scholarly work on deliberate lookalikes literature.

Findings

This editorial identifies pertinent research gaps in the literature on deliberate lookalikes. The five selected articles address some of these research gaps and provide useful insights on the purchase and usage of deliberate lookalikes along with directions for future research and ways to apply different research methods that could have important implications for scholars and managers.

Originality/value

The editorial and special issue extends the knowledge about the deliberate lookalikes and their effects on firms, brands and consumers. This work opens new avenues for the research about different forms and markets in the context of lookalikes.

Details

Journal of Product & Brand Management, vol. 28 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 12 March 2020

Olivia Koon, Ricky Y.K. Chan and Piyush Sharma

This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and…

908

Abstract

Purpose

This paper aims to explain the discrepancy between pro-environmental intentions and behaviors with moderating effects of two socio-cultural values (espoused individualism and faith in others) on the link between intentions and actual behaviors to save electricity.

Design/methodology/approach

An online survey of 303 consumers in Hong Kong with a structured questionnaire was used to collect the data to test all the hypothesized relationships.

Findings

Attitude toward saving electricity has a significant positive effect on the intentions to save electricity, but subjective norms and perceived behavioral control have no such effect on intentions but do positively affect the actual electricity saving behavior. Finally, the link between intentions and behavior to save electricity is negatively moderated by espoused individualism and positively by faith in others.

Research limitations/implications

This study was conducted with a sample of consumers in Hong Kong; hence, its findings may not be generalizable to other countries.

Originality/value

This study provides new insights into the link between pro-environmental intentions and behaviors by looking beyond the theory of planned behavior and exploring the moderating role of socio-cultural values on the intention-behavior link.

Details

Marketing Intelligence & Planning, vol. 38 no. 5
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 18 March 2016

Piyush Sharma and Ricky Y. K. Chan

This paper introduces a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives…

1986

Abstract

Purpose

This paper introduces a unified conceptual framework for deliberate counterfeit purchase behavior by combining its diverse economic, ethical and socio-psychological perspectives using cognitive dissonance theory. Specific hypotheses are put forth about the interrelationships among counterfeit proneness, ethical judgments, subjective norms, counterfeit product evaluation and purchase intentions.

Design/methodology/approach

A field-survey with 380 shoppers (who had ever purchased a counterfeit product) in Hong Kong across four frequently counterfeited product categories (backpack, luxury watch, software and movie DVD) with varying levels of involvement, usage context and purchase motivation.

Findings

As hypothesized, counterfeit proneness positively influences ethical judgments and subjective norms about buying a counterfeit product, which in turn positively affect counterfeit product evaluation and purchase intentions. All these effects are fairly stable across the four product categories, which suggests robustness of the proposed unified model.

Research limitations/implications

Using Hong Kong as the research setting and a relatively younger sample of ethnic Chinese consumers helps ensure high internal validity but it may also restrict the generalizability of the findings. Future research with a more diverse sample of consumers would help replicate the results reported in this paper. The conceptual framework may also be extended by including variables such as consumer innovativeness, risk-taking and change-seeking as antecedents of counterfeit purchase behaviour and usage.

Practical implications

Findings show that consumers are influenced by a combination of individual and sociological factors when they decide whether to buy and use counterfeit products. Hence, marketers and authorities need a multi-pronged strategy to curb the growing demand and usage of counterfeit products, especially among ethnic Chinese consumers. These results may also help identify consumer segments more prone to counterfeit purchase behavior and to develop special communication to target them more effectively.

Originality/value

Past studies mostly explore the ‘direct’ and ‘independent’ effects of consumer attitudes, ethical judgments and subjective norms on their counterfeit purchase behavior, ignoring their impact on each other and the roles of ‘counterfeit proneness’ and ‘product evaluation’. This paper addresses all these gaps with a unified conceptual framework that incorporates all these constructs using cognitive dissonance theory and provides useful insights about their direct and indirect effects on each other.

Details

Marketing Intelligence & Planning, vol. 34 no. 3
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 28 November 2023

Christopher R. Plouffe, Thomas E. DeCarlo, J. Ricky Fergurson, Binay Kumar, Gabriel Moreno, Laurianne Schmitt, Stefan Sleep, Stephan Volpers and Hao Wang

This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how…

518

Abstract

Purpose

This paper aims to explore the increasing importance of the intraorganizational dimension of the sales role (IDSR) based on service-ecosystem theory. Specifically, it examines how firms can improve interactions both internally and with external actors and stakeholders to both create and sustain advantageous “thin crossing points” (Hartmann et al. 2018). Academic research on sales ecosystems has yet to fully harness the rich insights and potential afforded by the crossing-point perspective.

Design/methodology/approach

After developing and unpacking the paper’s guiding conceptual framework (Figure 1), the authors focus on crossing points and the diversity of interactions between the contemporary sales force and its many stakeholders. They examine the sales literature, identify opportunities for thinning sales crossing points and propose dozens of research questions and needs.

Findings

The paper examines the importance of improving interactions both within and outside the vendor firm to thin crossing points, further develops the concept of the “sales ecosystem” and contributes a series of important research questions for future examination.

Research limitations/implications

The paper focuses on applying “thick” and “thin” crossing points, a key element of Hartman et al. (2018). The primary limitation of the paper is that it focuses solely on the crossing-points perspective and does not consider other applications of Hartman et al. (2018).

Practical implications

This work informs managers of the need to improve interactions both within and outside the firm by thinning crossing points. Improving relationships with stakeholders will improve many vendor firm and customer outcomes, including performance.

Originality/value

Integrating findings from the literature, the authors propose a conceptual framework to encompass the entire diversity of idiosyncratic interactions as well as long-term relationships the sales force experiences. They discuss the strategic importance of thinning crossing points as well as the competitive disadvantages, even peril, “thick” crossing points create. They propose an ambitious research agenda based on dozens of questions to drive further examination of the IDSR from a sales-ecosystem perspective.

Details

European Journal of Marketing, vol. 58 no. 3
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 June 2015

Lingjing Zhan, Piyush Sharma and Ricky Y. K. Chan

The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption…

1310

Abstract

Purpose

The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived social consequences influence counterfeit users’ probability estimate of being detected? What is the psychological mechanism underlying the estimation of this probability? And how does this probability estimate affect counterfeit purchase and usage intentions?

Design/methodology/approach

The authors used three scenario-based experimental studies with university students in Hong Kong, a place where counterfeit products are widely available. First study used a factitious brand of jeans as the stimulus and the other two studies used a Ralph Lauren polo shirt. In each study, the authors measured participants’ responses towards counterfeit purchase and the probability of being detected after they read the relevant brand information and had a close-up view of the attributes in the genuine and counterfeit versions.

Findings

The authors found that counterfeit users are susceptible to a pessimism bias such that they estimate a higher probability of being detected when they judge the outcome of being detected as more severe and this bias is driven by the spotlight effect in that counterfeit users judging the outcome as more severe tend to perceive that others pay more attention to their counterfeit usage. Moreover, this pessimism bias is mitigated when the target user is another person instead of oneself, thus suggesting the egocentric nature of the bias.

Research limitations/implications

The authors used undergraduate students and scenario-based experimental approach in all the studies that may limit the generalisability of the findings.

Practical implications

The results suggest that brand managers should emphasise the importance of negative social consequences and highlight the role of outcome severity and egocentric bias in their advertising and communication programmes in order to curb counterfeit consumption.

Originality/value

The research contributes to the growing literature on counterfeit consumption by studying the process underlying estimation of the probability of being detected by others, an important but often neglected factor that influences counterfeit purchase decision. The authors also highlight the role of outcome severity and egocentric bias in this process.

Details

Marketing Intelligence & Planning, vol. 33 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 3 July 2024

J. Ricky Fergurson, Greg W. Marshall and Lou E. Pelton

One of the pivotal questions facing all firms is “Who owns the customer?” Despite the longstanding acknowledgment that customer ownership is critical to a firm’s success, to date…

89

Abstract

Purpose

One of the pivotal questions facing all firms is “Who owns the customer?” Despite the longstanding acknowledgment that customer ownership is critical to a firm’s success, to date, little research attention has been afforded to conceptualizing and measuring customer ownership. This study aims to address this research gap by exploring, measuring and validating a customer ownership scale through the lens of the business-to-business salesperson.

Design/methodology/approach

The classical multi-item scale development involving a multistep process was used in developing and validating this scale measuring customer ownership. Using a grounded theory approach, the customer ownership scale is developed and justified as distinctive from customer loyalty.

Findings

The two-factor customer ownership scale reflects the underlying factors of the salesperson–customer bond and provides a pathway to empirically assess mechanisms for addressing customer migration. The findings suggest an opportunity for greater precision in both meaning and measurement for both academics and practitioners.

Originality/value

The question “Who owns the customer?” has been a venerable enigma in sales organizations, and it remains an underdeveloped construct in sales and marketing research. This research empirically explores the construct of customer ownership in a systematic manner that is conspicuously absent from extant studies.

Details

Journal of Business & Industrial Marketing, vol. 39 no. 10
Type: Research Article
ISSN: 0885-8624

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