Academic Marketing Research Articles

Exploring Green Purchase Intention of Fashion Products: A Transition Country Perspective

Academic marketing scholars have paid considerable attention to the green purchasing intention of fashion products. From the perspective of transition countries, research on environmental awareness and consumers' attitude toward green purchasing is extremely limited, particularly for fashion products. The purpose of this study is to examine the factors that influence the green purchase intention of fashion products from the perspective of Vietnam, a transition country. This study used an integrated research model by combining the Value Identity Personal Norm Model and the Theory of Planned Behavior. This model was used to determine how Vietnamese consumers plan to buy green products in the fashion industry. Notably, personal norms and the attitudes of consumers are two mediators in the research model. To collect data, a self-administered questionnaire survey was conducted in the three largest cities in Vietnam. Three hundred and forty-eight valid responses were analyzed using the SmartPLS 3.0 software for partial least squares structural equation modeling. Findings indicate that environmental self-identity and personal norms have a significant influence on attitude toward green fashion purchase intention. In turn, the strongest predictor of green purchase intention is the attitude, followed by subjective norms and perceived behavioral control. As a result, solutions are proposed for marketers and government bodies to change their approach to promoting green purchasing behavior in the Vietnamese apparel industry.

Neuromarketing and Eye Tracking in Women's Fashion Buying Decision Making

In recent years, the combination of research methods in neuroscience and neuromarketing and their applications has resulted in a large body of academic and marketing work in an explosion of opportunity for in-depth studies of the brain. The purpose of this article is to provide academic marketing researchers and professionals in the private sector with a methodological reading grid so that they can assess the feasibility, implementation conditions, relevance or even the added value of using consumer neuroscience through the use of tracking. eye on choices and preferences in women's fashion purchase decision making. Marketing and consumer behavior constitute fields of investigation for which understanding the brain dynamics underlying attention, motivation and decision making represents an added value. For this reason, it is essential to understand what it means to use tools to investigate brain activity in an ethical, technical, methodological and financial way, as well as at the level of data analysis and interpretation.

Quantitative research on the relationship between academic marketing and academic research －Case study on the scientific basis of functional food notification information－

Quantitative research on the relationship between academic marketing and academic research －Case study on the scientific basis of functional food notification information－

Research performance of Australian and New Zealand marketing academics: Achieving rigor and relevance

Assessing academic performance is challenging and assessing academic performance that makes a contribution to society is especially challenging. Evaluations need to take into account academic rigor and the relevance of the work. We suggest relying on whether an article is published in an elite journal does not necessarily lead to a significant scientific contribution or practical relevance. Rather, to gain insight into a scientific contribution, academic rigor and relevance judgments have to be made as to the work’s contribution to discovering and verifying knowledge in the discipline and across disciplines. While qualitative judgments can be made, indicator-driven metrics play an important role in objective assessment and several citation metrics are readily available to assist in assessments. We suggest there is a need for a portfolio of performance indicators, as there is no one best measure of success. Different indicators highlight different aspects of performance, hence the portfolio approach. We conclude by outlining eight key areas that should be considered when making academic performance assessments.

50 years of social marketing: seeding solutions for the future

PurposeThe purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward.Design/methodology/approachAcross three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies.FindingsThis paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward.Research limitations/implicationsDrawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place.Practical implicationsThis paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent.Originality/valueThis paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.

Emerging Marketing Research on Healthcare and Medical Decision Making: Toward a Consumer-Centric and Pluralistic Methodological Perspective

Emerging Marketing Research on Healthcare and Medical Decision Making: Toward a Consumer-Centric and Pluralistic Methodological Perspective

Human likeness and attachment effect on the perceived interactivity of AI speakers

Artificial intelligence (AI) platforms with interactive assistants allow consumers to avail information and help direct their choices, thus changing the ways in which companies interact with their customers. This study aims to explore the concept of human likeness, attachment, and perceived interactivity in the context of AI speakers and examine the effects of human likeness and attachment on their perceived interactivity with AI speakers. A survey was used to investigate whether consumers’ perception of human likeness, attachment and their perceived interactivity with AI speakers eventually influence their purchase intention, and how attachment and the perceived interactivity mediate the effects of human likeness and purchase intention. The participants were 311 AI speaker users from South Korea. The results demonstrate how the direct effect and mediating effect of human likeness, attachment, and perceived interactivity on AI speakers boost purchase intention, thus providing meaningful implications for AI-driven marketing academics and practitioners.

THE EFFECT OF STRATEGIC INNOVATION AND MARKET ORIENTATION ON MARKETING PERFORMANCE WITH COMPETITIVE ADVANTAGE AS A MEDIATION VARIABLE AT PT PUPUK ISKANDAR MUDA

This research aims to test The Competitive Advantage role as Mediation on the Strategy Innovation and Market Orientation effect on Marketing performance at PT Pupuk Iskandar Muda. The population was marketing employees at PT. Pupuk Iskandar Muda totaling 125 people. The sample used was 125 people who were taken using the census technique. The model was tested using Structural Equation Modeling (SEM). The result shows Strategic Innovation affects Advantage, Market Orientation affects Advantage, Strategic Innovation affects Marketing Performance, Market Orientation does not affect Marketing performance, Advantage affects Marketing performance, Advantage partially mediates the Strategic Innovation effect on Marketing performance, and Advantage fully mediates the Market Orientation effect on Marketing performance. These findings prove that the marketing performance improvement model at PT Pupuk Iskandar Muda is a function of increasing innovation and strengthening orientation towards the existing market so that it can have an impact on increasing product superiority in its competition. This tested model can be the basis for strengthening the theory and the combination of these verified models becomes a unified whole academic marketing performance model.

Gender diversity in academic publishing\u2014comment on Galak and Kahn (2021)

Galak and Kahn (Marketing Letters, 2021) report that females and underrepresented minorities face a less favorable organizational climate within academic marketing as compared to their respective counterparts. We complement this perspective by assessing the extent to which a gender gap is detectable in academic journal publications in marketing. To this end, we collect a data set which covers all publications of a broad range of peer-reviewed academic journals in business, including marketing, across two decades. We then develop an algorithm that allows us to determine the authors’ gender. We use these data to study a potential gender gap in academic marketing journals. Results indicate that a gender gap in academic publishing in marketing is present and substantial, although it has been declining over time. At the same time, it continues to be particularly visible in the most prestigious journals. While marketing is still far from being a role model, the gender gap is smaller in marketing compared to other fields in business. Our analysis complements the findings by Galak and Kahn (Marketing Letters, 2021) by showing that female scholars do not only experience an unfavorable organizational climate, but they are also underrepresented in academic marketing journals.

The social marketing paradox: challenges and opportunities for the discipline

This paper contributes to emerging discourse about the ongoing challenges and opportunities of social marketing as a discipline. The paper presents a qualitative perspective on existing challenges faced by social marketing and offers suggestions for addressing these challenges. Nine semi-structured interviews with social marketing academics and practitioners from six different countries were conducted. Thematic analysis was used to analyse and interpret the qualitative data. The study provides insight into existing challenges for social marketing, classified into three key themes according to their position within or outside of the discipline: 1) poor branding of the discipline as an internal challenge, 2) competing disciplines as an external challenge, and 3) overall reach of the discipline, seen as both an internal and external challenge. The findings suggest that social marketing needs to overcome poor branding issues to sufficiently address external challenges. We conclude by arguing for a more robust marketing of the discipline. While scholars have identified the challenges and opportunities for social marketing as a discipline, they have paid little attention to examining these challenges from the viewpoint of expert practitioners and academics. This paper presents a nuanced contextual understanding of the identified challenges through a qualitative perspective and explores how social marketing can overcome these challenges.

R2M Index 1.0: Assessing the Practical Relevance of Academic Marketing Articles

Using text-mining, the authors develop version 1.0 of the Relevance to Marketing (R2M) Index, a dynamic index that measures the topical and timely relevance of academic marketing articles to marketing practice. The index assesses topical relevance drawing on a dictionary of marketing terms derived from 50,000 marketing articles published in practitioner outlets from 1982 to 2019. Timely relevance is based on the prevalence of academic marketing topics in practitioner publications at a given time. The authors classify topics into four quadrants based on their low/high popularity in academia and practice —“Desert,” “Academic Island,” “Executive Fields,” and “Highlands”—and score academic articles and journals: Journal of Marketing has the highest R2M score, followed by Marketing Science, Journal of Marketing Research, and Journal of Consumer Research. The index correlates with practitioner judgments of practical relevance and other relevance measures. Because the index is a work in progress, the authors discuss how to overcome current limitations and suggest correlating the index with citation counts, altmetrics, and readability measures. Marketing practitioners, authors, and journal editors can use the index to assess article relevance, and academic administrators can use it for promotion and tenure decisions (see www.R2Mindex.com). The R2M Index is thus not only a measurement instrument but also a tool for change.

Effects of Social Media Marketing and Brand Love-Jealousy on Willingness to Pay Premium

In previous marketing academics, there is a recent increase found in adjusting and applying concepts of psychology and interpersonal theories to the brand management concept, such as brand love and jealousy, and its effect on customers’ willingness to pay a premium price. Social media marketing has also received a growing interest regarding its influence on customer-brand relationship. However, the number of related studies focusing on the dynamic Indonesian market is still very limited. The direct influence of SMM activity on brand love in the context of premium brands is also still underexplored. Our purpose in this research is to study the effect of Indonesian young adults’ self-esteem and brands’ social media marketing activities on creating individual’s brand jealousy. A quantitative approach based on questionnaire is used to test the conceptual model that describes the relationships between social media marketing, brand love, self-esteem, brand jealousy, and willingness to pay premium. The findings of this research show that social media marketing positively influences brand love, brand love also positively affects brand jealousy, and brand jealousy has a positive impact to willingness to pay premium. However, self-esteem does not seem to have a significant positive correlation with brand jealousy. The results also provide strategic insights for premium brand managers marketers to motivate customers to pay premium prices’s by focusing on innovative social media strategies and creative content development that appeals to customers' feelings and drive purchase decisions.

Commentary on \u201c2019 Academic Marketing Climate Survey: motivation, results and recommendations\u201d

This paper reflects on the conclusions of a survey by Galak and Kahn on the climate experienced by faculty of all genders and ethnicities in the marketing departments of US business schools.

Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey

Marketing while Black: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey

Reconsidering gaps between perceived and real discrimination: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey

Reconsidering gaps between perceived and real discrimination: commentary on the Galak and Kahn 2019 Academic Marketing Climate Survey

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Understanding purchase intention towards eco-friendly clothing for generation Y & Z

Green consumption and pro-environmental behaviour have attracted considerable attention from academic marketing scholars. From the South Asian perspective, investigation on environmental awareness,...

Evaluating National Literature Through Academic Marketing Journals

Evaluating National Literature Through Academic Marketing Journals

Marketing promotion strategy of liquid foundation products based on university market -Taking CHCEDO as an example

This article takes CHCEDO as an example to analyze the marketing promotion strategy of the foundation liquid products. From the two perspectives of industry background and market demand, we explore the marketing promotion strategy of the foundation liquid products in Colleges and universities. Finally, we summarize the academic marketing theory model of the liquid foundation products, and provide suggestions for developing the online and offline marketing of the powder liquid industry enterprises in Colleges and universities.

Modelling Crude Oil Returns Using the NRIG Distribution

Over the past decade, crude oil prices have risen dramatically, making the oil market very volatile and risky; hence, implementing an efficient risk management tool against market risk is crucial. Value-at-risk (VaR) has become the most common tool in this context to quantify market risk. Financial data typically have certain features such as volatility clustering, asymmetry, and heavy and semi-heavy tails, making it hard, if not impossible, to model them by using a normal distribution. In this paper, we propose the subclasses of the generalised hyperbolic distributions (GHDs), as appropriate models for capturing these characteristics for the crude oil and gasoline returns. We also introduce the new subclass of GHDs, namely normal reciprocal inverse Gaussian distribution (NRIG), in evaluating the VaR for the crude oil and gasoline market. Furthermore, VaR estimation and backtesting procedures using the Kupiec likelihood ratio test are conducted to test the extreme tails of these models. The main findings from the Kupiec likelihood test statistics suggest that the best GHD model should be chosen at various VaR levels. Thus, the final results of this research allow risk managers, financial analysts, and energy market academics to be flexible in choosing a robust risk quantification model for crude oil and gasoline returns at their specific VaR levels of interest. Particularly for NRIG, the results suggest that a better VaR estimation is provided at the long positions.