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Article
Publication date: 2 December 2022

Theeranuch Pusaksrikit and Sydney Chinchanachokchai

This research examines cultural differences between Thais and Americans in recipients' attitudes and behaviors throughout all three stages of Sherry's (1983) gift-giving model and…

309

Abstract

Purpose

This research examines cultural differences between Thais and Americans in recipients' attitudes and behaviors throughout all three stages of Sherry's (1983) gift-giving model and the moderating effect of relationship closeness on the gift-giving process.

Design/methodology/approach

Three experiments tested recipients' attitudes and behaviors across cultures in each gift-giving stage. Study 1 explored the gestation stage (gift search and purchase). Study 2 tested recipients in the prestation stage (actual exchange), and Study 3 examined the reformulation stage (gift disposition and realignment of the relationship).

Findings

Results show that relationship closeness between the giver and the recipient plays a role among interdependent self-construals. Thais (interdependent self-construals) are more likely to give a hint or make a request for a gift to close friends than distant friends and are also more likely to accept, keep and use gifts from close friends than from distant friends. Moreover, for interdependent self-construals, a gift from a close friend improved the relationship more than a gift from a distant friend. In contrast, Americans (independent self-construals) present no differences between close and distant friends.

Originality/value

This research provides a comprehensive picture of the recipient's perspective in cross-cultural gift-giving and expands the notion of relationship closeness as a moderator.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 8
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 9 December 2022

Sydney Chinchanachokchai, Nancy Hanson-Rasmussen and Ronald J. Faber

To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This…

554

Abstract

Purpose

To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media.

Design/methodology/approach

Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator.

Findings

The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters.

Practical implications

Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers.

Originality/value

Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.

Details

Journal of Consumer Marketing, vol. 40 no. 1
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 11 August 2021

Theeranuch Pusaksrikit and Sydney Chinchanachokchai

The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions…

390

Abstract

Purpose

The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients’ emotional and behavioral reactions after receiving disliked gifts.

Design/methodology/approach

Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients’ feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift.

Findings

The results show that a recipient’s emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors.

Research limitations/implications

Future research can investigate representative groups from other countries to broaden the generalizability of the findings.

Practical implications

This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition.

Originality/value

This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships.

Details

Journal of Consumer Marketing, vol. 38 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 13 January 2025

Daphne Greiner and Jean-François Lemoine

Past research has emphasised the potential for conversational artificial intelligence (AI) to disrupt services. Conversely, the literature recognises customer expectations as…

70

Abstract

Purpose

Past research has emphasised the potential for conversational artificial intelligence (AI) to disrupt services. Conversely, the literature recognises customer expectations as fundamental to service quality and customer satisfaction. However, the understanding of users’ expectations for conversational AI services is currently limited. Building upon previous research that has underscored the importance of users’ expertise, this study aims to provide valuable insights into the expectations of users with varying levels of expertise.

Design/methodology/approach

Forty-five semi-structured interviews were conducted, on three populations: experts, quasi-experts and non-experts from various countries including Japan, France and the USA. This includes 10 experts and 11 quasi-experts, as in professionals in conversational AI and related domains. And 25 non-experts, as in individuals without professional or advanced academic training in AI.

Findings

Findings suggest that users’ expectations depend on their expertise, how much they value human contact and why they are using these services. For instance, the higher the expertise the less anthropomorphism was stated to matter compared to technical characteristics, which could be due to a disenchantment effect. Other results include expectations shared by all users such as a need for more ethics including public interest.

Originality/value

The study provides insights into a key yet relatively unexplored area: it defines three major expectations categories (anthropomorphic, technical and ethical) and the associated expectations of each user groups based on expertise. To the best of the authors’ knowledge, it also highlights expectations never detected before as such in the literature such as explainability.

Details

Journal of Services Marketing, vol. 39 no. 2
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 9 April 2024

Christopher White and Ting Yu

For decades, consumer identification and motivation, either alone or jointly, have been essential constructs for behavioral researchers. The resultant output is significant in…

114

Abstract

Purpose

For decades, consumer identification and motivation, either alone or jointly, have been essential constructs for behavioral researchers. The resultant output is significant in terms of both quality and quantity. However, at a deeper level, a lack of conceptual clarity in the relationship between these constructs has led to theoretical and practical irregularities, which this study aims to address.

Design/methodology/approach

An online questionnaire was distributed to sport consumers aged over 18 participating in an online panel, prompted 293 completed responses. Structural equations modeling was used to examine the data.

Findings

Findings show that identification mediates the effects of intrinsic and extrinsic motivation on sport supporters’ loyalty and explain 90% of the variance in that construct. In addition, identification mediates the adverse effects of extrinsic motivation on loyalty and strengthens loyalty when levels of satisfaction decline.

Originality/value

This study extends previous work by providing a theoretical perspective that clarifies the relationship between motivation and consumer identification; deepens theory by empirically observing the relationship at different levels of consumer satisfaction; and presents a parsimonious, valid and reliable method that managers can leverage to strengthen sport supporters’ loyalty.

Details

Management Research Review, vol. 47 no. 9
Type: Research Article
ISSN: 2040-8269

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