Dale N. Shook and Salah S. Hassan
International banks are aggressively utilising the marketing concept in order to respond to an increasingly competitive industry. Banks in the Middle East, as in many developing…
Abstract
International banks are aggressively utilising the marketing concept in order to respond to an increasingly competitive industry. Banks in the Middle East, as in many developing regions, are seeking to become major players in the marketplace. Unique cultural priorities, lifestyles, buyer decision‐making factors, economic development goals, legal environment, and religious conditions require utilisation of appropriate bank marketing strategies that respond to the region's needs. A model of marketing innovation for managers to evaluate environmental factors and adoption/ implementation processes associated with survival and growth of the Arab banking industry is provided.
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Salah S. Hassan, Stephen Craft and Wael Kortam
This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world…
Abstract
This study introduces a hybrid approach to segmentation of global markets. It examines an integrated inventory of macro‐ and micro‐bases associated with segmentation of world markets. The paper calls for a universal perspective on market segmentation to aid global marketers in identifying similarities across national boundaries while assessing within‐country differences. The main conclusion of this research is augmentation of the argument that a hybrid/universal market segmentation strategy should serve as the conceptual link and action mechanism that provides substance and rationale to striking a trade‐off between the two indispensable global strategy ends of standardization and adaptation. This balanced relationship can only be created when focus is devoted to building brand equity through emphasizing a global consumer orientation.
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Salah S. Hassan and Stephen H. Craft
The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.
Abstract
Purpose
The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets.
Design/methodology/approach
A principal component analysis was conducted to determine the major macro‐ as well as micro‐bases of segmentation that are linked with strategic positioning decision options. Further, a regression analysis was used to examine the effect of each of the segmentation bases on the different strategic positioning options used by segmentation managers.
Findings
This study suggests the combined use of both macro‐ and micro‐bases of segmentation in order to leverage similar strategic positioning across global markets. However, micro‐bases of segmentation are suggested for firms seeking differential positioning strategies.
Research limitations/implications
The conceptual and empirical findings of this study pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of linking global segmentation with strategic positioning decisions. Future research should focus on the use of hybrid segmentation strategies; its logical design; implementation issues; and its evaluation mechanism.
Practical implications
This study provides specific empirical evidence of the relationship between strategic use of segmentation bases and strategic positioning. An effective use of the proposed framework will have various strategic marketing implications for firms; including cost efficiencies, opportunities to transfer products globally, expansion opportunities of current operation, and development of more effective brand management decisions.
Originality/value
The proposed global strategic segmentation and positioning matrix is a new tool that guides managers to position their brands effectively in world markets.
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Salah S. Hassan and Stephen Craft
This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical…
Abstract
Purpose
This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.
Design/methodology/approach
This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.
Findings
The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.
Practical implications
The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions in world markets.
Originality/value
This paper is unique in identifying a link between global brand positioning and segmentation factors.
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Hamed M. Shamma and Salah S. Hassan
Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the…
Abstract
Purpose
Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the perspective of other primary stakeholder groups such as employees, investors or suppliers. Hence this paper aims to examine corporate reputation by considering both the customer's and the non‐customer's views.
Design/methodology/approach
This study was applied to the US wireless telecommunications industry. A random sample of 1,088 respondents composed of 518 customers and 570 representing the non‐customers, was generated for this study. The sample was randomly distributed by age, gender, income, education and geographic location.
Findings
The findings of this study revealed that the formation of perceptions about corporate reputation differ between customers and non‐customers. The dimension of emotional appeal is specific to the customer group and the dimension of vision and leadership is specific to the non‐customer group. Finally, social and environmental responsibility was not a significant element in forming the perceptions about corporate reputation for both customers and non‐customers.
Research limitations/implications
The study does not incorporate the effect of variables such as change in price or service quality nor take the impact of mergers and acquisitions into consideration.
Practical implications
This study helped to identify the primary and secondary elements for managing a company's reputation.
Originality/value
This study contributes to the literature on corporate reputation by determining how customers and non‐customers form their perceptions. The model provides a comprehensive assessment on how perceptions about corporate reputation are formed and what are the subsequent outcomes of those perceptions.
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Ahmed H. Tolba and Salah S. Hassan
The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between…
Abstract
Purpose
The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market performance. Current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should be measured and what constructs should be included in the measurement process.
Design/methodology/approach
This study was conducted in two phases: a consumer‐level analysis; and a brand‐level analysis. A total of 6,410 observations have been identified (sample size consists of 5,598 usable observations). The second phase involved analyzing the data at the aggregate brand level. Analysis included testing hypotheses on the correlations between customer‐based brand equity constructs and brand market performance. finally, detailed market and country‐of‐origin analyses are presented for managerial considerations.
Findings
Results from the consumer dataset have been averaged by brand (a total of 17 brands covering 76 percent and 75 percent of market shares in both economy and luxury markets). At the consumer‐level, structural equation modeling was conducted to test research hypotheses. Results varied according to consumer usage. Attitudinal loyalty and satisfaction were found the strongest predictors of brand preference and intention to purchase. At the aggregate brand level, correlation analyses supported the hypothesis that customer‐based brand equity constructs are correlated with brand market performance.
Practical implications
Analyses at the consumer and brand levels revealed interesting results about the US automotive market and suggested important managerial considerations. Specific recommendations are offered in order to help companies prioritize their resource utilization and improve their performance in the market.
Originality/value
This study offers a new model that links customer‐based brand equity with brand market performance. It advances both academic and practical findings, and opens the door for new streams of research that link academic models with practical applications. It advances specific practical recommendations to companies and at the same time offers a reliable and valid academic model that could be applied on other industries and countries.
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Abstract
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Rania Hussein and Salah Hassan
The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer…
Abstract
Purpose
The purpose of this paper is to examine antecedents of customer engagement on social media and how these platforms can enhance customers’ continuation intention. Customer engagement is manifested by the continued use of social media and is expected to occur when customers have a positive attitude toward social media. Thus, the main objective of this research is to explore the factors that affect customers’ attitude toward social media, which in turn is expected to result in customer engagement. Attitude toward social media is proposed to have an impact on levels of use and satisfaction is proposed to have a direct impact on customer engagement. An extended technology acceptance model (TAM) is used as the basic model guiding this research.
Design/methodology/approach
The theoretical model is tested drawing on the results of empirical work in the form of a large scale survey conducted on a random sample of the US general population. Data collection resulted in 388 usable questionnaires. Structural equation modeling is used to analyze data.
Findings
Results of this research provide support to the research objectives. Two of the three proposed factors extending TAM, namely, perceived connectedness and enjoyment were found to have a significant effect on attitude toward social media use. Attitude toward social media use was found to have a significant effect on level of use and level of use was found to have a significant effect on continuation intention. Additionally, satisfaction was found to have a significant direct effect on continuation intention.
Practical implications
Findings of this research provide managers with useful insights about what they need to focus on when designing their social media strategies.
Originality/value
This study provides a different way of theorizing customer engagement by incorporating new variables to TAM that are particularly relevant to the social media context. It also draws a link between attitude toward social media and levels of use, which has been understudied in literature.
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Hussam Al Halbusi, Khalid Al-Sulaiti, Fadi Abdelfattah, Ahmad Bayiz Ahmad and Salah Hassan
This study aims to investigate the factors influencing the adoption of online pharmacies in Qatar using the unified theory of acceptance and use of technology-2 (UTAUT-2…
Abstract
Purpose
This study aims to investigate the factors influencing the adoption of online pharmacies in Qatar using the unified theory of acceptance and use of technology-2 (UTAUT-2) framework. Specifically, this study examines the impact of performance expectancy, effort expectancy, social influence, hedonic motivation, habit, technology trust, perceived risk and users’ level of awareness of behavioral intention, which in turn affects the adoption of online pharmacies. Furthermore, this study explores the moderating role of word-of-mouth (WOM) recommendations on the relationship between behavioral intention and online pharmacy adaptation.
Design/methodology/approach
This study adopted a descriptive, quantitative approach to investigate the UTAUT-2 model in the context of consumers’ adoption of e-pharmacy in Qatar. Through convenience sampling, 455 responses were collected from regular customers accessing online pharmacy services. The data were analyzed using Smart-PLS 3.2 software to examine the hypothesized relationships.
Findings
The results showed that WOM recommendations significantly enhanced the relationship between behavioral intention and adopting online pharmacies in Qatar. This study identified the factors that may hinder or enable the adoption of online pharmacies, including performance expectancy, effort expectancy, social influence, hedonic motivation, habit, technology trust, perceived risk and users’ level of awareness.
Research limitations/implications
This study contributes to the existing literature on technology acceptance by extending the UTAUT-2 model and recognizing three additional variables (perceived risk, technology trust and technology awareness). These need to be investigated against UTAUT-2 variables to detect the significance of their impact on adapting the e-health concept in Qatar. The potential for cultural change to accelerate the adoption of online pharmacies is highlighted. Future research should explore the role of moral and cultural factors in technology adoption.
Practical implications
The results underscore the economic and social significance of e-pharmacy adoption, particularly within the context of a developing country. Considering the positive intentions expressed by individuals toward e-pharmacy, it becomes crucial for managers and decision-makers to make strategic choices to address any challenges that may arise. Policymakers are encouraged to enhance their services and implement various development initiatives to expand e-pharmacy accessibility and availability.
Originality/value
This study builds upon previous research on e-commerce in the pharmaceutical industry and provides a comprehensive understanding of customers in developing countries. Extending the UTAUT-2 model and identifying additional variables contributes to the knowledge of e-health concepts in Qatar. The findings have practical implications for developing strategies to promote online pharmacy adoption in Qatar and other countries.