Purpose This paper seeks to understand the triggers which influence adoption (and discontinuation) of online grocery shopping. Specifically, research aims establish role situational factors in process adoption. Design/methodology/approach A two‐step is employed. First, exploratory qualitative carried out, with purpose gaining an in‐depth understanding consumers' shopping behaviour. followed by a large‐scale quantitative survey extending findings and validating instigating commencement...

In B2B markets, vendor companies increasingly rely upon influential individuals in the digital environment to communicate information about their offerings client organizations. Given growing engagement, cues that help differentiate highly impactful influencers are crucial for companies. Drawing from Stereotype Content Model, we analyze competence and warmth as relevant of influencers. Employing experimental studies, examine how influence purchasing managers' evaluation selection vendors'...

Creativity is a growing area of retailing research. Drawing upon the optimal-arousal theory, this research examines how dimensions packaging design creativity, such as divergence and relevance, have varying levels influence on customer process, persuasion, response measures. The findings show that can evoke curiosity in certain conditions. Further, results suggest effect creativity differs significantly retail context, contrast to earlier studies mostly focused context advertising. provide...

Purpose The internet has changed the way services are delivered and created new forms of customer-firm interactions. Whilst online service failures remain inevitable, offers opportunities for delivering efficient recovery through channel. Notwithstanding, research evidence on how firms can deliver remains scarce. purpose this paper is to investigate impact two strategies – information technology-mediated communication customer satisfaction, switching word mouth intentions....

Purpose Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research this area. This study aims to investigate the benefits of a B2B co‐branding strategy where partner brands have different brand equity positions. Design/methodology/approach employs scenario approach incorporating three real multimedia software and fictitious nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, examines balance...

Cause‐related marketing (CRM) has proliferated as a strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much known about the factors that influence consumer attitudes toward CRM. In this study, we investigate antecedents of CRM, specifically sociodemographic characteristics, susceptibility to interpersonal influence, mediating role values. We test causal relationships employing partial least squares‐based structural equation...

<h3>ABSTRACT</h3> It has been claimed that the user profiles of directly competing brands seldom differ. This surprises many in marketing, leading to some doubts about validity claim. In empirical generalization tradition, authors: re-examine previous claim using newer data; consider scope terms emerging markets, private labels, variants, and composite segments; discuss potential boundary conditions. Despite attempts by marketers differentiate provide customized features for distinct target...

Purpose – When a service fails, the guarantee policy of firm can be employed as recovery strategy. The terms determine amount payout and ease invoking policy. can, therefore, influence customer perceptions fairness inferences about firm’s intentions to provide fair recovery. purpose this paper is examine impact on justice, motive inferences, repatronage intentions. Design/methodology/approach A between-subjects experiment was conducted in parcel delivery services. Findings Customer justice...

This. paper. measures. patterns. of. loyalty. for. variants. a. product,. such. as. different.pack.sizes.or.flavour ..Unlike.brands,.product.variants.are.functionally. highly.differentiated ..The.study.undertakes.large-scale.analysis.of.panel.data.and. the. results. shows. that. product. can. attract. markedly. different. levels ..However,.these.different.loyalty.levels.are.closely.related.to.big.differences. in. variants’. market. shares. –. higher. predictably. goes. with. sales .. Some....

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions parent brands’ on consumers’ cobrand has not been investigated. The aim present study fill this gap. Design/methodology/approach Employing quasi-experimental design, authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). data collected via structured questionnaires...

<h3>ABSTRACT</h3> When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try interpret the motives behind company9s message and consequently accept (or resist) persuasion attempt. This study demonstrates high-emotional-intensity create suspicion company truly might not be committed social cause. If advertisement is low in emotional intensity, however, appeals lower negative inferences act as a stimulus foster consumer identification positive...

<h3>ABSTRACT</h3> The success of brand extensions is crucial for businesses. This study examines the performance successful and failing new extensions. analysis framework consists purchase data 47 across 30 consumer packaged-goods categories in a large-scale U.K.-based panel. results show that comparable to established ones by second quarter following their launch. Successful continue gain customers from point forward. Failing extensions, however, declines both number repeat-purchase rate...