TECHNO-RESONANCE INNOVATION CAPABILITY FOR ENHANCING MARKETING PERFORMANCE: A PERSPECTIVE OF RA-THEORY

Author(s): Lauw Sun Hiong,Augusty Tae Ferdinand,Erna Listiana / Language(s): English Issue: 1/2020

The current study is conducted to fill up the research gap on the inconsistent findings of the ability of market orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs in the region of West Borneo, Indonesia. The findings of this study demonstrate the pivotal role of technoresonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing orientation in enhancing marketing performance. Secondly, the techno-resonance innovation capability, which holds the potential for enhancing the product innovativeness, is essential but not sufficient to enhance marketing performance; still, another extra effort is necessary, such as resonating the value of innovativeness to the target market.

Romanian consumer profile of PlayStation games

Author(s): Adriana MANOLICĂ,Nicoleta-Bianca Bincă,Teodora Roman / Language(s): English Issue: 1/2021

PlayStation is the market leader of the console industry, with over 90 million active users registered on their platform. It is a remarkable feat to appeal to so many consumers and keep them interested. This study reveals the results of an online survey on 600 Romanian PlayStation console users. The Romanian consumer is loyal, perceiving longevity with the brand as stability and which will encourage their level of loyalty to increase. The main disparity between the Romanian and foreign consumer lies in the average monthly income, which, however, does not hinder the former’s buying intention, pointing towards a tendency to sacrifice other needs in order to fulfil playing experience and desires. The study has revealed a complex characteristic behaviour which shapes and constructs the consumer profile of the Romanian PlayStation user.

Editorial preface

Author(s): Đurđana Ozretić Došen / Language(s): English,Croatian Issue: 1/2021

IMPACT OF CELEBRITY ENDORSEMENT AND BREAKING NEWS EFFECT ON THE ATTENTION OF CONSUMERS

Author(s): Laura Lazar,Mihai Ionut Pop / Language(s): English Issue: 3/2021

In the last decade, the new means of communication have determined substantial changes in human behavior and in the way individuals interact with each other. Besides the numerous benefits and opportunities that have arisen throughout the digitalization process, both for individuals as well as for private companies and state institutions, the widespread use of the Internet has generated vulnerabilities and threats. One of the most consistent concerns related to the new means of communication, especially social media platforms, refers to fake news. In recent years, major events including the 2016 presidential election in the US, Brexit, and the emergence of the COVID-19 pandemic have proven the negative effects of fake news on society. In this paper, we use an eye-tracking experiment to determine the unconscious reactions of consumers regarding the attraction potential of a fake news manner written article about a celebrity couple. The results of the experiment for this magazine`s article, with a fake title about the celebrity couple, show that the participants focus their attention on celebrities and fake titles mostly. The picture of the celebrities and the fake title of the article beats the other areas from the article and less on the information in the text. The research proves empirically that consumers are more attentive to celebrity pictures and fake breaking news titles and less to real information in the article. To sum up, testimonials and fake news play an important role in attracting publicity and influencing consumer behavior.

The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?

Author(s): Faheem Gul Gilal,Naeem Gul Gilal,Rukhsana Gul Gilal,Zhenxing Gong,Waseem Gilal,Muhammad Nawaz Tunio / Language(s): English Issue: 1/2021

Purpose: Drawing from attachment theory and categorization theory, the present study aims to investigate the effects of brand attachment and brand passion on consumer purchase intention, and to explore the moderation effect of product involvement (i.e.a low-involvement convenience product vs. a high-involvement shopping product) in these relationships. Design/methodology/approach: To bridge this gap, we recruited n = 205 young consumers to test the hypotheses using AMOS 24.0 and SPSS 24.0. Exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and moderation analysis techniques were used as data analysis methods. Findings: Results show that when brand attachment and brand passion were assessed, the brand passion has the highest effect on purchase intention. Moreover, our data reveal that brand attachment is more likely to lead to consumer purchase intention for convenience products, while brand passion is more promising for increasing consumer purchase intention for high-involvement shopping products. Finally, we provide a detailed discussion of how these results can be applied to both research and practice. Implications: This study offers recommendations for how practitioners can strengthen purchase intentions of convenience and shopping brands in emerging markets. Originality/value: This study is the first to prove that brand attachment is a driver of purchase intention of low-involvement convenience brands, whereas brand passion is a more prominent predictor of the purchase intention of high-involvement shopping brands.

Impact of humorous advertising on purchase decision: In context of Pakistan’s telecom industry

Author(s): Abbiha Waqar / Language(s): English Issue: 2/2020

The purpose was to study the impact of humorous advertisement on purchase decision, and in order to reach this objective, Uf one ads were analysed and compared to other mobile network ads which are being aired, especially in Pakistan’s telecom industry. Mobile users of Pakistan filled the questionnaires which were administered via distributing hard copies and online through Google Forms, from January 2017 to January 2018. Secondary data were collected using different research journals, which included JSTOR, Science Direct and Google Scholar. The planned sample size was 127 respondents. The results showed that humorous advertisement is one of the appeals which breaks the clutter.90% of the respondents said that humorous advertisements greatly affect the purchase decision. Hence, Ufone’s ads are effective. Recommendation for future research would be to study humour in detail, that is, by dividing the humorous appeal in categories like dark humour, slice of life humour and studying their respective impact on customer’s purchase decision.

Enhancing purchase intention through marketing activities and brand equity: An exploration of local brand coffee bar in Thailand

Author(s): Urairat Surikhan,Waratthaporn Panyapan,Pongsiri Kamkankaew,Phithagorn Thanitbenjasith,Patcharaporn Limpiangkanan,Kanlaya Kaewma / Language(s): English Issue: 1/2019

Due to marketing activities, brand equity is the important marketing thought for academic and entrepreneur practices. Creating an appropriate brand equity management has been indicated significant topic for small and medium enterprises. Along with local brand coffee bar in Thailand, with the growing competitive, the customer of local brand coffee bar behaves like a high switching brand and a low brand loyalty. This quantitative study examines significance of marketing activities and brand equity dimension, such as brand awareness, brand association, brand perceived quality and brand loyalty, to enhance purchase intention in local brand coffee bar in Thailand. The customers of local brand coffee bar are attended to collect data in Chiang Mai, which is the one largest city in Thailand. For supporting the research, hypothesis was employed by the structural equation modelling. The results argue that marketing activities and brand awareness have a high strong combined enhance on purchase intention.

Brand positioning of domestic services in Australia

Author(s): Vladimir Zhechev,Evgeni Stanimirov / Language(s): English Issue: 1/2018

The purpose of this article (as part of a larger study) is to develop and apply a methodology for analysing and assessing the competitive position of the Fantastic Services Australia (FSA) brand in the surveyed country (and the major regional domestic services markets - Melbourne and Sydney). Based on scientifically grounded analysis, theoretical ideas and exploration of FSA markets, the paper highlights some marketing prospects for the company and draws conclusions and guidelines for building an appropriate positioning strategy for the respective regions and types of services (end of lease cleaning, carpet cleaning and one-off cleaning). FSA is one of the largest market players, both in terms of scale and network of franchisees, and this coupled with the intensive rivalry it faces further elucidates the need for carefully calibrated brand positioning to maintain competitive edge.

Critical success factors for customer portfolio management

Author(s): Viktoria Stancheva / Language(s): English Issue: 3/2017

Since the past 40 years, considerable attention has been paid to the different customer portfolio models. Although most companies understand the importance of managing their customer portfolios, they actually manage the process intuitively or on the basis of CRM systems, which do not always ensure optimal results. At the same time, the extant literature fails to offer a coherent list of the key factors for successful implementation of customer portfolio models. This paper offers a systematic view of the critical success factors for customer portfolio management. They are categorised as strategic, tactical and operational. Emphasis is placed on the grouping of success factors and the interaction between them, rather than the identification of individual factors. The research and managerial implications of the proposed framework are emphasised and opportunities for identification of the success factors along with their associated sector-specific operational variables for further development of a research methodology are presented.

Analysis of internal personnel marketing in selected mechanical engineering company in Slovakia

Author(s): Martina Gogolova,Olga Ponisciakova,Iveta Sedlakova / Language(s): English Issue: 2/2016

The paper deals with the significance and analysis of internal personnel marketing in a given enterprise in Slovakia. The analyses arose from the internal documentation of the company, from the company results of projects realised within the field of personnel management and from the survey results. The target group comprises of the company staff themselves, therefore the key role of the internal personnel marketing is to ensure stabilisation of qualified and highly motivated employees, their advancement and correct leadership. In the analysis of various occupations in the analysed company, we focus on the application of marketing mix (product, price, place, and promotion) in the process of personnel management. In the conclusion we suggest some measures, based on individual analyses results, to improve internal personnel marketing of an enterprise.

Price Adjustments of Price-setting Factors under Sales Comparison Approach (SCA)

Author(s): Martin Cupal / Language(s): English Issue: 2/2016

The sales comparison approach (SCA) usually represents the most important valuation approach. Besides this approach, there are two other performing valuation approaches at other bases. The sales comparison is a set of procedures, in which an appraiser derives a value indication by comparing the property being appraised to similar properties. Real properties vary considerably from one another, which is reflected by price-setting factors. Although price adjustments (caused by differences projected into price by the grid adjustment technique) are always ad hoc, certain relations among the price-setting factors can be detected.The research is based on evaluating price adjustments across different types of real estate. In addition, its objective is to determine the values of simultaneous relations of price adjustments for individual price-setting factors. The methodology consists of three steps. The first one clearly defines the content of individual price-setting factors and price adjustments for further analysis. The second step involves statistical analysis of an extensive appraiser database and evaluation of price adjustments. The final step uses selected statistics to compare the LRM and the SCA and interprets mutual relations.The results of the research should have practical implications for professional appraisal community and further research analyses of the SCA.

Sosyal Pazarlama Faaliyetlerinin Satın Alma Davranışına Etkisi

Author(s): Suleyman Can Yildirir / Language(s): Turkish Issue: 3/2021

Social problems have been monitored closely by almost all countries since the middle of the 20th century. Regarding the subject, the regulations of the countries and institutions, as well as the perspective of the people, have pushed the enterprises to create systems for social issues in their activities. The aim of this study is to examine the effects of enterprises’ social marketing activities on attitudes, buying intentions, and behaviors of consumers. In addition, it is aimed to determine whether there is a difference between the attitudes of consumers towards social marketing activities according to their demographic characteristics. The convenience sampling method was used for the selection of samples. 383 data were obtained and structural equation modeling was used for analysis. Results of the study show that consumers prefer the companies which make social benefits, also they prefer the firms which disseminate these activities via the mass medium. Likewise, consumers who have participated in the study said that they might pay more to the products and firms that make social benefits than the other same quality and cheaper products.

Sosyal Medya Pazarlama Aktiviteleri ile Satın Alma Niyeti Arasındaki İlişkide Marka Kişiliğinin Rolü: Literatür Araştırması

Author(s): Mustafa Seckin Salvarli,Burak Kartal / Language(s): Turkish Issue: 3/2021

The developments in the digital world have changed the strategy followed by companies in dealing with changes in the business environment. Therefore, the way marketers touchpoints with the customer, the resources, and the methods they use to attract or retain the customer have changed. These changes essentially required developing relationships that would enable the customer to understand the needs, characteristics, ideas, relationship patterns, and problems in the virtual world. Thanks to the relationships that have been developed, it has begun to be understood the purchasing intentions of the consumers and the factors they attach importance to the purchasing phase. Based on the literature review, this study examines the effects of social media marketing activities, which have many different advantages besides their benefits in establishing relationships with customers, and brand personality on consumers' intention to purchase the relevant brand. With this study, the need to examine the possible mediating effect of brand personality on the relationship between social media marketing activities and the consumer's purchase intention is emphasized, and it is aimed to be a source of motivation for conducting studies on this subject.

Kompulsif Satın Alma Davranışına Genel Bir Bakış

Author(s): Asena Gizem Yiğit,Bekir Gövdere / Language(s): Turkish Issue: 3/2021

Compulsive buying behavior is the consumption made by individuals to alleviate the tension experienced in situations such as anxiety, mood disorders, depression, and stress. In here, what is important for the individual is the feeling of pleasure in the purchasing process rather than obtaining any product or service. Although compulsive consumers experience a short-term relief with the buying process, they then face a feeling of regret. However, later they face a feeling of regret. In addition, this behavior, which causes great financial problems, causes not only economic problems but also social and family problems. In particular, there are opinions that the constantly changing life conditions, digitalization, internet use, sales and marketing strategies of companies, and credit opportunities feed this behavior. In this study, it is aimed to better understand compulsive purchasing behavior and to grasp the importance of its socio-economic dimension. For this purpose, a detailed literature review was made and the characteristics, causes, demography, prevalence and consequences of compulsive buying behavior in societies were emphasized. Compulsive buying studies does not have a very long history, and most of the work done in the field has been framed by the clinical field. This situation caused the socio-economic dimension of the studies to lag behind. In this sense, the study is expected to contribute to both academic and social fields.

Analysis of the influence of word of mouth and brand image on the decision to purchase cosmetics make over products in Semarang

Author(s): Nurul Imani Kurniawati / Language(s): English Issue: 2/2020

Increased the awareness of women to beautify themselves with the use of make-up. These become a reason why the growth of industrial cosmetics in Indonesia is growing fast, and one of them is Make Over Cosmetic. This study aimed to determine the effect of word of mouth and brand image on purchase decision of Make over’s cosmetic. The type of the research is explanatory research and the sampling used nonprobability sampling techniques, and purposive sampling method. Data collection using questionnaires and Google form. The sample is used amount 100 respondents using Make Over products in Semarang City. This study used quantitative and qualitative analysis with validity, reliability, correlation coefficients, coefficient of determination, and simple regression, significance that is processes using SPSS. The result of the study shows that the variables of word of mouth and brand image have an effect on purchase decisions. The variable correlation coefficient of word of mouth and brand image on purchase decisions have a very strong enough relation, and if the variables of word of mouth and and brand image have increased or decreased it is greatly affected the purchase decision variable.

Green branding as a tool and future potential for destination marketing: Implications from a case study in Veszprém, Hungary

Author(s): Katalin Lőrincz,Éva Kruppa-Jakab,Renáta Szabó,Janos Csapo / Language(s): English Issue: 3/2021

In recent years, the city of Veszprém was able to obtain several significant achievements concerning its green branding: it was awarded the “Hungary in Bloom” and the “Climate Star” titles together with the “Gold” prize of the Entente Florale Europe award and the special “President’s Award for the Restoration of a Public Open Space”. This case study examines the impact and results of the preparation work and participation in national and an international green branding contests on destination marketing and city image through the analysis of the literature and structured interviews with the theme specialists of the contests. The implications of the research, based on the result of displaying the future vision of Veszprém, offer best practice advice for communities that are considering using green branding tools such as entering a horticultural contest. The results of the research confirm that a potential winning entry, apart from having an attractive cityscape, needs to meet the more novel assessment criteria of these contests as well, i.e. the development of family friendly and accessible infrastructure, multilingual tourist information and digital accessibility.

Click & Collect Retailing: A Study on Its Influence on the Purchase Intention of Customers

Author(s): Karthik S,Kavitha R Gowda,Jayanta Banerjee / Language(s): English Issue: 2/2021

The retail sector, over the years, has evolved dramatically to provide better service to its customers. With the superior convenience of online shopping and tangible experience of in-store shopping, retail industries are looking forward to integrating both modes, thus embracing omni channel to provide better service to their customers. The prime objective of the research is to investigate the level of influence that using the Click & Collect online shopping mode can have on customer purchase intention and to ascertain the effects that online and offline shopping attributes have on this intention. The study emphasizes the usefulness of integrating both the shopping modes, thus embracing omni channel in the retail sector to provide a better shopping experience to the customers. The primary data were collected from 356 respondents. Secondary data were collected by reviewing articles, research papers, extant studies and newspaper articles. In the analysis, the buying behaviour through an e-commerce platform and customers’ purchase intentions are taken as the dependent variable. Product risk, online trust, website quality, offline experience and perceived usefulness are identified as the independent variables. The data thus collected were processed for regression tests using IBM SPSS 25 software to analyse the results. The Stimulus-Organism-Response model was deployed as the proposed model for the research. The results obtained from the research will allow retailers to understand the customer's buying behaviour towards the new Click & Collect system better by identifying the key variables that influence their purchase intention. The current study highlights the influence of the perceived usefulness of using the Click & Collect online shopping mode on the purchase intention of customers.

A Study on Decision Paralysis in Customers with Special Reference to Placing Order in Restaurant

Author(s): Viknesh R,Kavitha R Gowda,Jayanta Banerjee / Language(s): English Issue: 2/2021

Owing to the vast number of choices open to customers, they can often feel paralysed in their decision-making. Offering a wide range of options can activate the effect of Decision Paralysis, which delays the client's final decision. The impact of Decision Paralysis can prevail in restaurants. This study reveals the existence of decision paralysis among customers in restaurants when placing an order. The aim is to investigate the prevalence of Decision Paralysis among customers, with particular reference to placing an order in a restaurant and the influence on consumers’ purchase decisions. A survey questionnaire was rolled out using Google forms to customers who have experienced dining in a restaurant. A total of 416 survey responses were collected for data analysis through the convenience sampling method. It was found that, customer purchase decision has been affected by the decision paralysis effect. It was also found that customers experience a dilemma due to tremendous options or choices in the food sector by the service providers. This study was limited to restaurants and in terms of cuisine, with hotels not being considered. Hence, the main limitation is not being able to generalise the findings of this study to the whole of the food catering sector. The study will benefit both scholars and marketing practitioners in understanding the difficulty a customer faces during purchase decision-making.

Branding Process and a Model Proposal for “Şile Gauze”

Author(s): M. Yaman Öztek,Nevin Karabıyık Yerden / Language(s): English Issue: 2/2021

Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.

IMPACT OF BRAND TRUST ON BRAND LOYALTY: MEDIATING ROLE OF BRAND AFFECT

Author(s): Zehra Bozbay,Emine Karakus Baslar / Language(s): English Issue: 2/2020

It is crucial for companies to build brand loyalty in order to sustain in highly competitive marketplace. Brand loyalty prevents customers to switch to other brands whereas providing loyal customers to buy more. Thus, how to gain loyalty and what are antecedents of brand loyalty are important subjects searched in the field of marketing. In the literature, brand trust and brand affect are studied as antecedents of brand loyalty. Brand trust is customers’ believing in brand whereas brand affect, relatively new concept, consists of customers’ feelings about the brands they experience. While brand trust is achieved through a long process, the brand affect occurs spontaneously. In this study, the impact of brand trust on brand loyalty is examined. In addition, the mediating role of brand affect on the relationship between brand trust and brand loyalty is also investigated. In the study, the data is collected from 463 young customers of leading sportswear brand in Turkey. In order to test the research model, the structural equation modelling is used. As a result, it is found that brand trust has a high impact on brand loyalty whereas brand affect has a mediating effect on the relationship between brand trust and brand loyalty.