bluuebunny/crossref_metadata_2025_split huggingface dataset:
An exploration and extension of the Value Discipline Strategy (VDS) typology in educational institutions
Authors: Ross Mitchell , Grace Debra 
Published: July 2012

PurposeWhile marketing research in the context of educational institutions continues to grow, little is known about the strategic choices associated with international student recruitment (ISR), an important activity that, increasingly, has significant influence on the longevity and prosperity of education institutions in many countries. This study addresses a deficit in the marketing/education literature by using the Value Discipline Strategy (VDS) typology as an appropriate framework upon which to investigate and expand our knowledge of international student recruitment (ISR) strategies operating in educational institutions.Design/methodology/approachThe research design comprised two stages involving both qualitative and quantitative methods. Participants were ISR practitioners in the secondary school and university sectors across two countries, i.e. Australia and New Zealand. Phase 1 involved in‐depth interviews with ISR marketing practitioners across educational sectors, while Phase 2 involved the use of an online survey to a larger sample of ISR marketing practitioners.FindingsWhile the use of the VDS typology was found to be appropriate in the education sector, it was incomplete. This led to the proposal of a fourth strategy the authors label as entrenched isolation (Phase 1). Phase 2 results identified strategy commonalities and some important differences across sectors and countries.Research limitations/implicationsFrom a theoretical perspective, the implications of this study are important as the findings lead to an expansion of the VDS typology.Practical implicationsFrom a practical perspective, ISR practitioners are provided with a valuable tool to identify the ISR marketing strategy in their institution and, furthermore, implement strategic change that can be effectively measured.Originality/valueThe contribution of the research is threefold. Firstly, the authors extend marketing strategy theory through the expanded VDS model. Secondly, the authors identify and validate strategies adopted by ISR departments across two countries and, finally, the authors validate the use of the self‐typing paragraph method as an appropriate mechanism for strategy identification.
Innovative mobile marketing via smartphones
Authors: Persaud Ajax , Azhar Irfan 
Published: July 2012

PurposeSmartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for mobile marketing through their smartphones? This study aims to investigate consumers' willingness to accept marketing through their smartphones.Design/methodology/approachThe study is based on an online survey of 428 respondents. The data is analyzed through ANOVA and regression analysis.FindingsThe results indicate that consumers' shopping style, brand trust, and value are key motivations for engaging in mobile marketing through their smartphones. Further research should focus on specific tactics marketers use to engage customers beyond marketing messages, that is, how they engage customers in dialogue to build relationships, encourage purchases and build loyalty. This could reveal how customers really want to engage in mobile marketing.Research limitations/implicationsThis research adds to the growing body of evidence on acceptance of mobile marketing.Practical implicationsThis study found that successful enagement of customers in mobile marketing requires that marketers focus their strategies and tactics around value creation; getting customers to engage with their brand in an authentic way; and respecting customers' shopping style, i.e. engaging customers the way they want to be engaged. Marketers must listen to their customers and develop appropriate strategies rather than simply adapting existing marketing strategies.Originality/valueThe topic of mobile marketing through smartphones is important to both marketing executives and marketing researchers. To date, this topic has attracted little research attention and marketing executives are simply basing their decsions on anecdotal case studies and reports in the popular press. This study contributes to fulfilling the need for research evidence.
Mobile banking adoption of the youth market
Authors: Akturan Ulun , Tezcan Nuray 
Published: July 2012

PurposeThis study aims to investigate consumers' mobile banking adoption through an integration of the technology acceptance model (TAM) with work on perceived benefits and perceived risks.Design/methodology/approachData were collected from 435 university students who were non‐users but future prospects, and analyzed by structural equation modeling (SEM).FindingsIt was found that perceived usefulness, perceived social risk, perceived performance risk and perceived benefit directly affect attitudes towards mobile banking, and that attitude is the major determinant of mobile banking adoption intention. In addition, no direct relationship between perceived usefulness and intention to use, perceived ease of use and attitude, financial risk, time risk, security/privacy risk and attitude was detected.Research limitations/implicationsThis study reflects the perceptions of non‐users and university students – potential future prospects – in an emerging country. The main theoretical contribution of this research is the development of a risk‐benefit model by extending TAM.Practical implicationsBanks should rely on increasing the benefit perceptions of mobile banking. Simultaneously, decreases in social and performance risk should be promoted strongly.Originality/valueIn the study, the adoption intention of mobile banking is tested by integrating TAM with perceived benefits and perceived risks – social risk, performance risk, financial risk, time risk, security risk and privacy risk.
The effect of electronic word of mouth on brand image and purchase intention
Authors: Reza Jalilvand Mohammad , Samiei Neda 
Published: July 2012

PurposeWord‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which e‐WOM among consumers can influence brand image and purchase intention in the automobile industry.Design/methodology/approachMeasurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a survey of Iran Khodro's prospective customers in Iran. A structural equation modeling procedure is applied to the examination of the influences of e‐WOM on brand image and purchase intention. The research model was tested empirically using a sample of 341 respondents who had experience within online communities of customers and referred to Iran Khodro's agencies during the period of research.FindingsThe paper found that e‐WOM is one of the most effective factors influencing brand image and purchase intention of brands in consumer markets.Research limitations/implicationsThe paper outlines ways to promote a brand effectively through online customer communities, as well as general tips for website and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. While there is a substantial research stream that examines the branding of consumers goods and an increasing literature on product brands, little is known about brand image in the context of online communications. This paper extends existing measurement of brand image to a new setting, namely e‐WOM.Originality/valueThis paper provides valuable insight into the measurement of e‐WOM, brand image, and purchase intention in the automobile industry and offers a foundation for future product branding research.
Service quality in the language training market in China
Authors: Walley Keith , Custance Paul , Zhang Ruxin 
Published: July 2012

PurposeThis paper aims to explore the service quality concept in the context of the rapidly growing Chinese language training market.Design/methodology/approachThe study is based on a mixed methodology that includes secondary research, eight qualitative depth interviews, and a quantitative survey of 200 language students studying in Beijing.FindingsThe study identified and quantified the key aspects of service quality relating to language training in China and an importance/performance analysis (IPA) finds that management should focus their attention on improving the cost of training, the availability of learning materials, and lectures starting and finishing on time.Research limitations/implicationsAlthough the findings are statistically significant, it is not quite at the level normally considered acceptable for research studies. In addition, because the data was collected in a single geographic location (Beijing), it is possible that the findings may not be representative of the Chinese market as a whole.Practical implicationsThe paper concludes that there is a considerable gap between the expectations of the students and the performance of organisations delivering language training in China. This gap represents a weakness of those organisations already operating in the Chinese language training market but an opportunity for organisations considering entry. Managers are advised that they should improve the quality of the service offering in terms of the cost of training, the availability of learning materials, and lectures starting and finishing on time.Originality/valueThis paper makes an original contribution to knowledge regarding service quality in the language training market in China. The paper also provides insight into the measurement and conceptualisation of service quality.
Judging marketing mix effectiveness
Authors: Brooks Neil , Simkin Lyndon 
Published: July 2012

PurposeThe purpose of this paper is to review the differing structural constraints between corporates and small to medium‐sized enterprises (SMEs) in the area of measuring marketing effectiveness and, using the premise that an imperfect measure is better than none, demonstrate a practitioner‐developed tool for “judging” marketing mix effectiveness through a case study from the automotive sector.Design/methodology/approachThe paper uses literature review, SME practitioner experience and a case study from the global automotive sector.FindingsThere is no single “magic bullet” metric for measuring marketing effectiveness. Whilst multiple metrics might therefore be used, SMEs’ variances from corporates can render this approach “too difficult”. This can lead to SMEs managing their marketing without adequate planning/control, relying instead on anecdotes/myths. The case‐examined practitioner tool assumes an incomplete measurement system is better than none and that the most pragmatic start‐point is the marketing mix itself. It is demonstrated to deliver positive outcomes in a number of areas.Research limitations/implicationsOwing to the volume of research data on measuring marketing effectiveness, the authors have focused on those metrics that they have observed more commonly in use in UK businesses. The research into the practitioner tool is based on its observed outcomes with 28 UK SMEs since 2005 and highlights a single implementation with an automotive sector firm.Practical implicationsThe practitioner tool offers a pragmatic starting‐point in an SME environment where there might otherwise be no rational measurement of marketing effectiveness (in whole or in part) at all.Originality/valueThe paper's contribution is to question the applicability of current academic thought in the context of certain business situations, whilst offering an illustrative example of a pragmatic solution for SME practitioners. It is posited that by making use of this solution, SME owner/managers would be better equipped to understand the strategic linkages between marketing mix elements, customer groups and the outcomes of past marketing actions, leading to a more considered approach to future marketing decisions in line with business objectives.
Segmenting blood donors in developing countries
Authors: Zhou Yanfeng , Poon Patrick , Yu Chunling 
Published: July 2012

PurposeThe purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments.Design/methodology/approachA factor‐cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7‐point Likert‐type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K‐means non‐hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments.FindingsResults demonstrate that there are three blood donor segments as predicted. Benefit‐oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition.Social implicationsThrough a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first‐time and repeat blood donors and may save many more lives in a society.Originality/valueThe major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.
The purchasing impact of fan identification and sports sponsorship
Authors: Chih‐Hung Wang Michael , Jain Megha , Ming‐Sung Cheng Julian , Kyaw‐Myo Aung George 
Published: July 2012

PurposeThe purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the relationship between fan identification and purchase intention.Design/methodology/approachA field study was conducted in Bangkok, Thailand, where 350 questionnaires were collected from football fans.FindingsThe findings reveal that, even when both the sponsoring firm and the sponsored sports team are western (i.e. foreign), Asian fans’ identification with the team increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude towards sponsors partially mediate the fan identification‐purchase link.Originality/valueThe paper provides valuable insights into the under‐researched aspect of sports sponsorship, by examining the effect on Asian fans’ purchase intension when both the sponsoring firm and the sponsored sports team are western. Moreover, most of the prior literature on sports sponsorship focuses on the direct effect of fan identification on purchase intention. The current study extends the scope of knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and attitude towards sponsor.
Antecedents of trust in asymmetrical business relationships
Authors: Viitaharju Leena , Lähdesmäki Merja 
Published: July 2012

PurposeThe purpose of this paper is to identify the different perceptions of the antecedents of trust in asymmetrical business‐to‐business relationships between food producers and retailers.Design/methodology/approachThe empirical data consist of semi‐structured face‐to‐face interviews with 38 small food businesses and 54 retailers. The analysis combined both qualitative and quantitative methods.FindingsThe main differences identified in the antecedents of trust concerned the role of price, market potential, customer orientation, size, organisational/personal competence, marketing spirit, previous experiences, distribution of liabilities, communication, intimacy, reputation and references. In an asymmetrical business relationship, the characteristics of the less powerful partner are emphasised while the role of the more powerful partner in the development and maintenance of trust is minor.Practical implicationsIf business partners are not aware of the particular antecedents of trust valued by the other party, this may create a sense of mistrust and hinder the development of the relationship at more profound levels. By revealing the essential differences in the perceptions of antecedents of trust, the paper enables both researchers interested in business relations and practitioners to better understand the challenges that businesses in dyadic relationships encounter, especially where the relationship is marked by asymmetry.Originality/valueAs there is a lack of dyadic approach to trust, studying both sides of the relationship dyad simultaneously makes visible the asymmetrical features inherent in the relationship between retailers and small food businesses. The paper contributes to the gap in the literature on trust by presenting new insights on asymmetrical buyer‐seller relationships.
The pragmatics of branding: an application of Dewey's theory of aesthetic expression
Authors: Jo Hatch Mary 
Published: July 2012

PurposeThis article aims to explore the potential of Dewey's theory of aesthetic expression to expand knowledge about aesthetics in branding and better understand how brands work. The paper aims to mine the pragmatic theory of aesthetic expression as involving artistry, intention and imagination to reveal the role beauty plays alongside usefulness in defining and refining brand image and meaning.Design/methodology/approachDewey's dialectical method of holistically combining tensions such as beauty and usefulness is applied to brand theory and used to critique current brand management practices.FindingsThe application of the theory of aesthetic expression emphasizes: understanding humans holistically in order to explain how beauty and expression create value and enrich lives; redefining brand ownership and use to accommodate the aesthetic ways people handle expression/expressiveness; and managing brands with appreciation of how beauty empowers them to attract users.Research limitations/implicationsSeven dialectical tensions featured in Dewey's theory are identified and developed into holistic propositions for the future study of brands and branding: beauty/usefulness, act/object, inner/outer material, private/public, expression/statement, appreciation/control, symbolic/instrumental.Practical implicationsThe primary practical implication derived from application of the theory of aesthetic expression to brands and branding is that the most beautiful brands emerge from acts of co‐creation that respect the artistry, intention and imagination of the brand's stakeholders.Originality/valueThe article offers increased depth to the study of the expressive/emotional/aesthetic aspects of branding and offers an enriched aesthetic foundation for studying and practicing brand co‐creation.
Segmentation and brand positioning for Islamic financial services
Authors: Muhamad Rusnah , Melewar T.C. , Faridah Syed Alwi Sharifah 
Published: July 2012

PurposeThe purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS).Design/methodology/approachIn‐depth interviews were conducted with individuals in managerial positions among the key market players in the IFSI to explore the segmentation of consumers and their buying motives.FindingsFour segments of IFS consumers emerged, namely, Religious conviction group; Religious conviction and economic rationality group; Ethical observant group; and Economic rationality group. These segmentation groups were appropriately categorized through a psychographic (value)‐based approach.Research limitations/implicationsThe empirical findings of this study pave the way for embarking on promising and relevant future research, which is needed to substantiate and enrich the academic understanding and managerial practice of linking market segmentation and brand positioning for IFS in the global market. Future research should focus on analysing these issues from the perspective of consumers of IFS to identify the purchase trend.Practical implicationsThe study provides empirical evidence of the bases or initial dimensions of consumer segmentation for IFS. The findings are useful in guiding the management of institutions offering IFS in making decisions relating to the marketing communication and promotion strategy as well as product and brand positioning strategy.Originality/valueFor both academia and the IFSI, this study provides useful knowledge in strategically using market segmentation to position IFS in the global market.
Self‐congruity, brand attitude, and brand loyalty: a study on luxury brands
Authors: Liu Fang , Li Jianyao , Mizerski Dick , Soh Huangting 
Published: July 2012

PurposeThis study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands.Design/methodology/approachUsing a sample of Australian consumers, this study examines two luxury fashion brands (CK and Chanel) from two product categories, watches and sunglasses. Structural equation modeling is used to test the hypotheses.FindingsThis study finds that user and usage imagery congruity are stronger predictors for brand attitude and brand loyalty than BPC in the context of the luxury fashion brands tested. Both user and usage imagery congruity have significant effects in brand attitude and brand loyalty in most analyses. This study finds no significant effect of BPC in either brand attitude or brand loyalty for the two brands tested.Research limitations/implicationsFuture studies should include more populations, product categories and more brands in each category.Practical implicationsSymbolic benefits are key motivations behind luxury brand purchases. Symbolic benefits are from non‐product‐related attributes like imagery. One important implication of the study is that user and usage imagery are more important to build than attempts to develop a brand's personality. Because most luxury brands market in multiple product categories, attention should be paid to the core perceptions of user and usage imagery for the brand when designing communication strategies for different categories.Originality/valueThis study provides the first evidence that these self‐congruity concepts may represent different imageries that lead to different effects in brand attitude and brand loyalty. Findings from this study add to the understanding of the consumption of luxury brands.