Search results

The aim of this study is to focus on consumers’ responses towards visual fashion ideal in hybrid magazine advertisements from a cross-cultural and generational perspective.

This exploratory qualitative focus group study showed a set of validated advertisements to 64 female participants. Half of the sample was from the USA, the other half was from China. To examine generational differences, the interviewees were split by age in each group: half of the participants were between 18 and 34, and half were between the age of 45 and 65 years.

Both Chinese and American target audiences viewed the trendy advertisements with an aspirational eye in which the advertisement was interpreted as representing an ideal self to which they aspired, one that they wanted to achieve but, for some reason(s), were not capable of achieving at the time. However, the degree of aspiration varied for Chinese and American audiences.

Because of the chosen research approach, the research results may lack generalizability. Therefore, future research may use survey and experimental research approaches.

International marketers may need to design advertisements with more “realistic” imagery, while keeping the idealized Western style in Chinese advertising. Advertisers should also be cognizant of intergenerational influences in the Chinese market; many young Chinese women still rely on their mothers regarding fashion purchase decisions.

This paper fills a need to understand both the similarities and the differences in marketing communications across cultures.

The purpose of the paper is to examine the relationship between two age cohorts within the baby boomer group, younger baby boomers (born between 1956‐1965) and older baby boomers (born between 1946‐1955), based on various behavioral variables. It is postulated that, even though this group is exceedingly large in number, there are more similarities than differences among its younger and older members.

The study sample was a convenience sample and consisted of 295 respondents who were in the 40‐58 age category. A questionnaire was administered with scales that were well established and that have been used in previous research.

With the exception of cognitive age, there were no significant differences between younger and older baby boomers regarding a large number of salient behavioral variables. This conclusion suggests that marketers use caution when applying the widely accepted age segmentation strategy of splitting baby boomers into younger and older boomers.

The results of this study caution the marketer in further dividing the baby boomers group based on cohort segmentation. The results of this study suggest that cohort segmentation is a viable beginning for dividing consumers into groups, but that other demographic and/or psychographic methods need to be considered in subsequent segmentation efforts for baby boomers.

The use of nostalgia in the marketing domain has been popular around the world. Nostalgia has been considered a complex yet ambivalent emotion, which has ignited curiosity among marketing researchers and practitioners alike. In response to calls from marketing practitioners and scholars to understand nostalgia formation among consumers, this study tracks the evolution of nostalgia concepts in the domains of marketing and, more generally, business management. This study aims to highlight the development of a theoretical framework to integrate existing concepts and offer implications based on understanding nostalgia as a phenomenon among consumers as a tool for marketing practice.

This study is descriptive and inductive in nature. The manuscript is designed and positioned as a conceptual study exploring nostalgia’s journey from the domain of psychology to business management. The study synthesizes concepts of nostalgia from psychology, sociology and business management.

The study reveals that nostalgia in the business-management domain is not perceived in the same way as in psychology studies. It has journeyed through different schools of thought and is now used as an impactful marketing practice. The manuscript offers relevant information to marketing practitioners to improve their nostalgia marketing strategies, such as advertising and promotions, retro-branding, crowd-sourcing and culturally oriented practice. Subsequently, the manuscript offers pointers for understanding consumers across the generations and exploring nostalgia and consumption patterns for future research.

The manuscript offers relevant information about nostalgia to marketing practitioners to improve their nostalgia marketing strategies and proposes avenues for future research to the domain scholars.

To the best of the authors’ knowledge, there is no comprehensive paper tracking the journey of nostalgia in business practices and providing directions for future research. This study extends existing literature both by suggesting future research directions and by drawing marketing practitioners’ attention to a conceptual framework for understanding the processes of and relationships with consumer nostalgia, including ways to use consumer nostalgia within marketing practices.

The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.

A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.

The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention.

Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands.

The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer.

This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

The purpose of this study is to understand the practice of Dawah among Muslims by discovering its perceived motives and benefits that can be replicated to organizational settings. Furthermore, the motives and benefits of performing Islamic Dawah are tied together to establish a Dawah based framework to foster ethical decision making in organizations.

This qualitative study is based on interviews conducted among 40 male Muslims from Pakistan. The sample consists of Muslim scholars having strong religious knowledge, younger people and old-age Muslims. The data collected through the interviews are transcribed and content-analysed by using multiple coding schemes.

The Islamic Dawah-based framework is based on five elements, which are self-reform, transcendence, complacency, dutifulness and pridefulness. The findings reveal that Muslim scholars put much emphasis on sharing of Islamic faith and livelihood among the members of the community, while the common people, both from the younger and older generations, are more concerned with establishing their own understanding of the Islamic value system and self-improvement. Aside from the spiritual impact that Dawah has on them, the role of family members in stimulating the practice of Dawah is highlighted.

The study has managerial relevance in a way that the highlighted themes represented by a framework can be replicated to an organizational setting to impart a culture of ethicality which is purely based on Islamic tradition. The roles of peers, CEO and self-correction are pivotal to establishment of an ethical workplace culture.

This study extends marketing knowledge in general and internal marketing knowledge specifically by presenting a first-ever Islamic Dawah-based model to foster workplace ethics.

The purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their nostalgia proneness, innovativeness, and risk aversion.

Data were collected using a convenience sample (n=374) of respondents who were 65 years of age or older. Several scales were used to measure the constructs of interest to the research, all of which have been used in earlier research.

Results revealed that those seniors with higher levels of nostalgia proneness used and accessed the internet less, purchased less online, had less online experience and felt less comfortable using the internet. There is also support for the impact of innovativeness on mature consumers' internet use, frequency, online purchases, experience, comfort level with the internet, and satisfaction with the internet. In terms of risk aversion, seniors with more online experience report a lower level of risk aversion to the internet than other mature consumers.

Future research needs to determine if these results can be replicated with a national random sample. Additionally, research is needed to determine what factors increase seniors' experience with the internet.

This study demonstrates that seniors are becoming an increasingly more viable segment for internet marketers.