European Journal of Marketing

Wang, Jeff Jianfeng; Joy, Annamma ; Belk, Russell; Sherry, Jr, John F.

doi: 10.1108/ejm-02-2018-0119pmid: N/A

The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders.Design/methodology/approachThe multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong.FindingsThe authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation.Research limitations/implicationsThis research has theoretical implications for consumer acculturation theory.Practical implicationsThis research has managerial implications for consumers’ luxury consumption experiences.Originality/valueFirst, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.

Nazifi, Amin; El-Manstrly, Dahlia; Gelbrich, Katja

doi: 10.1108/ejm-02-2018-0139pmid: N/A

This study aims to examine the effects of organizational tactics (e.g. explanation and monetary compensation) on customers’ reactions to service termination. The mediating role of anger and the moderating role of termination strategy on the effectiveness of organizational tactics are examined to enhance the understanding of customers’ reactions to service termination.Design/methodology/approachThree experimental studies are conducted with different contexts (telecom and banking) and samples (students and consumers).FindingsStudy 1 results show that explanation and high monetary compensation reduce negative word-of-mouth and enhance corporate image and anger mediates these effects. Study 2a results show that high monetary compensation becomes ineffective when firms use a soft termination approach. Study 2b results show that an explanation is equally effective in soft and hard termination approaches. Importantly, unlike high monetary compensation, the explanation can fully eliminate the negative consequences of service termination.Practical implicationsManagers can mitigate negative customers’ reactions to service termination by offering a truthful explanation. Further, they should provide high monetary compensation only if they do not help dismissed customers find an alternative provider.Originality/valueThis paper contributes to the service termination literature by shedding more light on the effectiveness of different organizational tactics following different termination strategies. The findings challenge existing wisdom on the overrated role of monetary compensation showing that in service termination, the explanation is the most effective remedy. Further, unlike justice, anger better explains customers’ reactions to service termination.

Bastos, Wilson

doi: 10.1108/ejm-04-2018-0233pmid: N/A

This paper aims to examine how conversing about experiences and objects affects consumer happiness. In contrast to previous research focusing on conversation frequency, this paper explores how each conversation instance influences happiness.Design/methodology/approachFour experiments use three different methodologies, namely, actual talking behavior (Study 1), recalled and mental framing interventions and measurement of the focal variables (Studies 2 and 3) and manipulation of purchase conversationality (Study 4).FindingsConsumers derive equivalent levels of happiness from each material or experiential conversation they have. When the object is highly conversational (when it generates as much conversation as experiences do), it advances as much happiness as experiences.Research limitations/implicationsThe findings inform precisely how the purchase conversationality model unfolds; clarify previous claims made in the literature; establish the direction of causal effect; and reveal a novel boundary condition of happiness superiority of experiences.Practical implicationsThe findings inform marketing managers how to optimally allocate their world-of-mouth (WOM) resources to advance consumer happiness. Additionally, this work shows a mental framing strategy able to increase WOM for objects – i.e. a tool for the manager.Originality/valueThis is the first investigation to disentangle the frequency of conversation from each conversation’s ability to advance happiness. It is also the first to engage participants in an actual conversation and measure changes in their happiness, and therefore, conclusively establish the direction of the effect. Additionally, by manipulating purchase conversationality, this work demonstrates a new boundary condition associated with conversationality.

Tofighi, Maryam; Grohmann, Bianca; Bodur, H. Onur

doi: 10.1108/ejm-02-2018-0104pmid: N/A

This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’ minds) influences consumers’ evaluations of brands offering ethical attributes.Design/methodology/approachFour studies involving North American consumers empirically tested the moderation effect of brand concept on consumer evaluations of ethical attributes and the mediating role of perceived congruity.FindingsThis research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian [symbolic] brand concept) result in more favorable brand evaluations (Studies 1, 2, 3 and 4). Consumers’ perceptions of congruity between ethical attributes and brand concepts mediate this interactive effect (Studies 2 and 3). Moreover, a positive congruity effect of ethical attributes and brand concepts emerges at higher levels of conspicuous brand consumption (Study 4).Research limitations/implicationsIt is important to acknowledge that the current research did not specifically consider the case of utilitarian and symbolic ethical attribute offerings by luxury brands. This is a question that is left to future investigations.Practical implicationsFor marketing managers, findings indicate that brands gain from ethical attribute introductions only when these attributes are congruent with the brand concept. In addition, brands benefit to a greater extent from offering congruent ethical attributes when brand consumption is conspicuous.Originality/valueThe findings of this research contribute to the literature on the effect of ethical attributes on consumers’ responses to brands and highlight the importance of brands’ choice of ethical attributes.

Quach, Sara; Weaven, Scott K.; Thaichon, Park; Baker, Brent; Edwards, Chase Jeremiah

doi: 10.1108/ejm-07-2018-0458pmid: N/A

This paper aims to investigate the emerging relevance of gratitude within a contracted, long-term business-to-business context. Specifically, the authors examine the relationships between personality, gratitude and performance in franchisor–franchisee relationships.Design/methodology/approachA self-report survey was used to collect data from a sample of 225 franchisees drawn from across 28 franchise systems.FindingsThe results reveal that extraversion had a negative relationship with gratitude, while agreeableness and emotional stability were positively related to gratitude. Gratitude was also positively related to performance and mediated the relationship between extraversion, agreeableness and emotional stability and performance. Moreover, the results confirm that relationship length moderated the relationship between conscientiousness and gratitude.Research limitations/implicationsThe study shows that an individual’s personality is a factor in determining the onset of perceived gratitude, which acts as a mediating mechanism between personality and performance. This extends current research into the relational sentiment of gratitude, which has, to date, only examined the traits of the benefactor within the context of perceived benefits.Practical implicationsIt is proposed that the knowledge of franchisees’ personal characteristics can be used to develop and maintain on-going interpersonal relationships between franchisees and franchisors. Moreover, the authors suggest that franchisors’ relationship strategy should be revised over time to maintain its effectiveness.Originality/valueThis paper represents the first empirical examination of the influence of personality on an individual’s proclivity to experience felt gratitude in a franchisor–franchisee relationship. This addresses one of the major issues in franchising research, which often overlooks the role of individual dispositional personality traits.

Trivedi, Rohit; Teichert, Thorsten; Hardeck, Dirk

doi: 10.1108/ejm-06-2018-0383pmid: N/A

Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement.Design/methodology/approachData were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions.FindingsQR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category.Research limitations/implicationsThe effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement.Practical implicationsMarketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal.Originality/valueThis study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Roy, Rajat; Rabbanee, Fazlul K.; Roy Chaudhuri, Himadri; Menon, Preetha

doi: 10.1108/ejm-02-2018-0134pmid: N/A

This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers’ life satisfaction (LS).Design/methodology/approachTwo studies were conducted with Indian middle class consumers to test the basic premises of the current research. The first one used a survey (N = 247), while the second one used an experimental design (N = 206).FindingsThe survey results showed that SC and belief in KA promoted MAT amongst Indian consumers and further enhanced their LS. Findings from the experiment revealed a novel two-way interaction, in that the KA–MAT relationship was moderated by the underlying motivation for MAT.Research limitations/implicationsFuture research may validate and extend our findings using different samples to increase external validity.Practical implicationsBy explaining the interactive effects of MAT, its underlying motivation and belief in KA, managers will gain a better understanding of why consumers in an emerging market like India purchase conspicuous products.Originality/valueThis is the first paper to study how the KA–MAT relationship influences LS amongst consumers in the world’s fastest-rising economy. Furthermore, no prior research has reported a boundary condition for the KA–MAT relationship studied here. The findings contribute to an extremely limited body of literature on KA and consumption.

Pich, Christopher; Armannsdottir, Guja; Dean, Dianne; Spry, Louise; Jain, Varsha

doi: 10.1108/ejm-03-2018-0187pmid: N/A

There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with voter expectations, which in turn shapes the consistency of a political brand.Design/methodology/approachUsing an interpretivist perspective, this two-stage approach first focuses on semi-structured interviews with internal stakeholders of the UK Conservative Party and second uses focus group discussions with external stakeholders (voters) of age 18-24 years. Data was collected between 1 December 2014 and 6 May 2015.FindingsThe findings suggest that the UK Conservative brand had recovered from the “nasty party” reputation. Further, the Conservative brand was perceived as credible, trustworthy and responsible, with positive associations of “economic competence”. However, while the nasty party imagery has declined, the UK Conservative brand continues to face challenges particularly in terms of longstanding negative associations perceived by both internal and external markets.Research limitations/implicationsIt must be acknowledged that all research methods have their own limitations, and acknowledging these will strengthen the ability to draw conclusions. In this study, for example, due to time constraints during the election campaign period, 7 participants supported stage one of the study and 25 participants supported stage two of the study. However, participants from stage one of the study represented all three elements of the UK Conservative Party (Parliamentary, Professional and Voluntary). In addition, the elite interviews were longer in duration and this provided a greater opportunity to capture detailed stories of their life experiences and how this affected their brand relationship. Similarly, participants for stage two focussed on young voters of age 18-24 years, a segment actively targeted by the UK Conservative Party.Practical implicationsThe brand alignment framework can help practitioners illuminate components of the political brand and how it is interpreted by the electorate. The increasing polarisation in politics has made this a vital area for study, as we see need to understand if, how or why citizens are persuaded by a more polarised brand message. There are also social media issues for the political brand which can distort the carefully constructed brand. There are opportunities to evaluate and operationalize this framework in other political contexts.Originality/valueThe brand alignment model extends current branding theory first by building on an understanding of the complexities of creating brand meaning, second, by operationalizing differences between the brand and how it is interpreted by the electorate, finally, by identifying if internal divisions within the political party pose a threat to the consistency of the brand.

McGowan, Miriam; Hassan, Louise May; Shiu, Edward

doi: 10.1108/ejm-07-2018-0468pmid: N/A

Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory.Design/methodology/approachAn experimental approach was used which included two-part between-subjects designs.FindingsHigh identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus.Research limitations/implicationsThe same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts.Practical implicationsThis research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification.Originality/valueThis is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

Zayer, Linda Tuncay; McGrath, Mary Ann; Castro-González, Pilar

doi: 10.1108/ejm-07-2018-0502pmid: N/A

Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives and legitimatized by a broad system of institutional structures and actors, at both macro and micro/consumer levels. This study aims to explore how consumers (one type of institutional actor) engage in legitimizing/delegitimizing messages of gender in the marketplace.Design/methodology/approachThis research draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts.FindingsThis research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics and prioritizing personal norms.Research limitations/implicationsAcross three contexts, this research theorizes the (de)legitimization of gender ideals in advertising and situates consumer narratives within broader institutional forces, providing a holistic understanding of the phenomenon.Practical implicationsUnderstanding the ways in which individuals either accept or reject gendered ideals in media aids advertising and marketing professionals in tailoring messages that resonate with audiences.Social implicationsUnderstanding how individuals negotiate their gender and the messages they deem as legitimate are crucial to understanding gender issues related to consumer welfare and public policy.Originality/valueWhile research has examined advertising practitioners’ views regarding gender from an institutional perspective, research on how consumers construct and maintain the legitimacy of gendered messages in the marketplace is scarce. This research theorizes and illustrates the (de)legitimization of gender ideals across three contexts.