Market Theory Research Articles

Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.

A general theory of marketing: Conceivable, elusive, or illusive

A general theory of marketing: Conceivable, elusive, or illusive

Access to the European Labor Market for Immigrant Women in the Wake of the COVID Pandemic

Economic crises and instability during the COVID pandemic have led to a significant additional workload and uncertainty for women. The COVID virus has spread extremely rapidly, and mobility and migration are severely limited, at least in the short term. The virus has a significant impact on the health of people from those considered to be migrants and refugees and their access to the labor market. According to Eurostat, 1.4 million people who previously resided in an EU Member State migrated to another Member State, and almost half of this population are women. Migrating women are particularly exposed to a number of specific consequences of the pandemic. Migrant women are disproportionately the first to be laid off and the last to be rehired. This is due to gender discrimination and precarious working conditions, such as low wages, the greater burden of care work, and alternative employment costs, especially given the gender wage gap and the difficulty of accessing the formal economy. This study examines the challenges many migrant women experienced in accessing the Eurozone labor market during the COVID pandemic. Based on this primary objective, the theoretical perspective of this research relies on the segmented labor market theory. Within the framework of documentary research, this work has chosen the path of descriptive analysis to achieve the study’s objectives. The findings presented in an intersectional framework suggest that the impact on migrant women workers during the COVID pandemic is exacerbated by a segmented labor market rooted in a capitalist context and by gendered structures of racism in the European labor market. In a capitalist context, migrant women would be over-represented in the informal economy due to segmented labor market policies and the effects of gendered racism. As a result, they would be at the forefront of redundancies during the pandemic because of their difficulty accessing the European labor market.

Shaping the Perceptions of Fashion Consumers by Influencers on Digital Platforms in the Era of COVID-19

The recent outbreak of COVID-19 is taking the fashion industry through a challenging period. The industry's activities are now being more facilitated by digital platforms/influencers in the dispensation of products than ever before. This study seeks to investigate digital platforms/influencers in developing countries and their impact on the fashion industry. The study also explores the challenges of information asymmetry online, drawing on the lemon market theory (LMT), as the theoretical lens. Qualitative data was collected from twenty-two respondents; the research findings indicate that the use of digital platforms/influencers is essential in reaching the industry's vital consumers. Also, information asymmetry is the greatest challenge as far as e-business is concerned.-The contribution of this study reposes the use of LMT to determine how information asymmetry is leveraged. In terms of the policy, this research provides strategies for discussions on security and trust for policymakers to secure payment and delivery in e-business.

Public Diplomacy and Its Related Concept to Soft Power: Ecuadorian Commitment

This article addresses the Ecuadorian public diplomacy to the European audience. Public diplomacy is focused on soft power. Socialism of the 21st century background is mentioned in this paper with the aim of the construction of a country image to accelerate the local socio-economic development in the international arena. The conceptual framework of this research was designed to address this correlation between governance, and socio-economic development to contribute to our current understanding of the role of locality in public management and to describe the theory and practice of urban marketing as a greater engagement with Ecuadorian public diplomacy. Urban marketing is a fundamental support for these. Citizens, businesses, governments and employees are a policy priority due to the fact that cities are a key factor for the new industrial scenario to converge all segments of society. In addition, the paper briefly presents the highlight of the former president Rafael Correa Delgado as best national representative of soft power use in an Ecuadorian single country case study from a sociological spectrum. The methodology applied is both primary and secondary sources including various books in Spanish language, the Constitution of Ecuador, journal articles, Ecuadorian government reports and implementation plans.

Analisis Isi Penggunaan Facebook dalam Marketing dan Branding Produk Kecantikan Scarlett dan Skin Dewi

Beauty companies Skin Dewi and Scarlett use social media Facebook to promote their products and to interact with consumers. This article examines and discusses how beauty brands use social media, especially Facebook, to increase brand awareness and brand loyalty with viral marketing theory. This study took 159 samples taken by purposive sampling technique. Of the two brands, uploading content about products is the type of upload that is most uploaded. However, the product promotion technique that is often used looks different, Scarlett uses a giveaway technique, while Skin Dewi uses another technique. The two brands also did not specify a specific time to upload their promotions. In terms of engagement, there is a significant difference between the Scarlett and Skin Dewi brands. Brand Scarlett tends to have good and stable engagement, while Skin Dewi has poor engagement.

Preface: 2022 International Conference on Economic Management and Foreign Trade (EMFT 2022)

This proceeding consists of the peer-reviewed papers from the 2022 International Conference on Economic Management and Foreign Trade (EMFT 2022), which was organized by the Zhejiang Normal University, China and University of Surrey, UK. However, due to the COVID 19 pandemic, the conference was held online during September 10-11, 2022 in Edinburgh, UK.
 The main objective of EMFT 2022 is to provide a platform for researchers and practitioners from universities, academic institutions and industries to meet and share cutting-edge developments in the areas of economics management and foreign trade. This conference also provided an opportunity to exchange research evidence and innovative ideas and also the issues related to business and marketing management.
 This proceeding will include presentations on the latest research areas. EMFT 2022 had gathered an excellent group of keynote speakers from around the globe on different topics such as: Household Behavior and Family Economics, Public Administration and Small Business Entrepreneurship, Labor Relations & Human Resource Management, Business Performance Management, Development Planning and Policy, Corporate Finance and Governance, Marketing Theory and Applications, and How Business Technology Platform Accelerates Your Innovation. Looking forward to seeing you again next year.
 Scientific Committee of EMFT 2022
 Edinburgh, UK

Development of Entrepreneurial Marketing: A Theory-Based Qualitative Analysis

Marketing today is more complex than ever before, with companies facing challenges such as market segmentation, saturation and the daily storm of “novelty” sweeping the market. Traditional marketing models are less adaptable to the new competition arising in the market, while entrepreneurial marketing integrates elements of both marketing and entrepreneurial management, making it more adaptable and at the same time enabling companies to better seize new opportunities and thus less likely to be eliminated and mobilize resources in a dominant market position. Entrepreneurial marketing has evolved rapidly in the past decade, but scholars have held different views on the definition of EM. . In this regard, the purpose of this paper is to analyze the development, application, dimensions and differences between entrepreneurial marketing theory and traditional marketing based on previous studies, and to discuss the significance of EM for the development of SMEs.

Ruminate the Significance of Internal Capital Market to enterprise capital control

Internal capital market theory is one of the most essential theories for studying the internal management of enterprises. It fundamentally solves the problem of information asymmetry in the external market and optimizes the internal resource allocation of enterprises while reducing transaction costs. This paper analyzes the impact of internal capital allocation and endogenous financing from the perspective of internal capital market theory which improve the centralized management of corporate capital and enhance the overall value of corporate groups.

Analyze The Marketer Activity in Digital Era with Implemented Digital Ethic

Digital technology has become part of marketing activities for a marketer, every marketer is currently required to be able to implement digital marketing activities. On the other hand, the use of digital technology raises issues that are hotly discussed, especially ethical issues.This research was conducted with a qualitative descriptive approach by looking at the theories of marketing and digital ethics. This study uses secondary data contained in books, white papers, journals, articles which is the basis for a literature review. The results show that digital skills and expertise alone are not enough for a marketer. To become a reliable marketer in the digital world, it is very necessary to know and apply digital ethics.

The expansion and stability of two-sided platform ecological networks: an analysis based on the leverage theory of tying

PurposeWith the rapid development of the digital economy, an increasing number of digitalized two-sided platforms have deployed the tying strategy to leverage their market power from the core two-sided product to other two-sided products in the competitive market, which transforms the competition among single platforms into that among platform ecological networks. To clarify the mechanism of the formation of the digital platform ecological networks, this paper aims to analyze the expansion and stability of platform ecology by exploring the impacts of network externalities and sellers’ heterogeneity on the tying strategy of two-sided platforms.Design/methodology/approachThis paper develops a game model of two-sided platforms based on Choi and Jeon (2021), which highlights the decisive influence of non-negative price constraints (NPC) on platforms’ tying motivation. Taking the operating systems market as an example, we expand from the perspective of platform service differences to relax the NPC and explore the internal logic of platform ecosystem expansion.FindingsPlatforms have an incentive to charge lower prices or even subsidize buyers when the network externalities on the sellers’ side are relatively strong. When the product is highly differentiated and heterogenous, platforms are motivated to tie to capture more buyers with a lower price and grab excess profits from sellers. Eventually, tying is able to consolidate the two-sided platform ecological networks by excluding competitors, capturing user value and deterring entry.Originality/valueIn order to describe the characteristics of platform ecological network more generally, this paper extends the research based on the analyses of Choi and Jeon (2021) by (1) allowing horizontal differences between tied products and (2) relaxing the NPC. Unlike Choi and Jeon (2021), this paper allows platforms to charge users of two-sided platforms at negative prices (or to subsidize them). (3) Setting simultaneous pricing in two-sided platforms. Classical two-sided market theory stresses that the presence of cross-network externalities can give rise to a “chicken and egg” problem.

“Sometime in the future”—The technology entrepreneur as utopian market hero

In this conceptual article, we outline a process through which some technology entrepreneurs come to be viewed as heroes in the public’s eye. We argue that market heroism relies on top-down narratives of imagined future utopias that combine with bottom-up consumer desire for those utopias. While extant marketing theory has typically focused on imagination of products and consumption, we expand the conversation by highlighting the importance of consumer imagination for an idealized future time. The relevance of our process to consumer behavior lies with the potential for products and services to indirectly represent that imagined future time. Synthesizing work in and beyond marketing, we map out a process by which technology entrepreneurs attempt to enlist the participation of consumers, media, and the state into their visions of social and market progress. In doing so, we bring critical attention to the effect of heroic discourses of technological utopias and the ideological ground that supports and enables such discourses.

Impact of Digitalization and Changing Consumer Preferences and Choices on Virtual Shopping of Retail Sector in Bangalore

Purpose
 This investigation covers the impact of digitalization on consumer behavior and their choices of virtual shopping in the retail sector of Bangalore.
 Design/ Methodology/ Approach
 The introduction section covers the research background and its aim and objectives. Apart from that, the research rationale and significance are also enabled in this section's literature review. That theory is associated with the impact of digitalization, which changes consumer preferences and choices in virtual shopping. This focuses on changing consumer preferences and options in the retail sector, specifically in the Bangalore area. Digital marketing theory and Kotler theory are used in these chapters to understand better the reason for consumer preferences and choices in virtual shopping. It also conveys the research methods where positivism research philosophy was used, and the researcher also uses descriptive research design to reach the aims and objectives. Secondary data collection methods were used to collect reliable data per the chosen topic. In this section, inclusion and exclusion criteria are also mentioned, which are associated with the investigation
 Findings
 Both qualitative and quantitative data are used to analyze the importance of offline shopping among the people of Bangalore. It is to explore that most consumers prefer to do online shopping by staying at home. Several types of uncommon fact will be analyses by using both qualitative and quantitative research design method. It helps for providing depth knowledge and experiences as study purpose. Exact reason to preferring online shopping can be find out through these investigations.
 
 Originality/value
 Offline shopping in the Bangalore area: Most people in the Bangalore area prefer to bring their Essentials through offline shopping. It is recommended that companies formulating this virtual shopping introduce their product with relevant details and descriptions. 
 
 Research limitations
 Sufficient time is considered as research lamination during these running investigations. It can be said that, if researcher can get more time than several types of uncommon and unjoin fact can be reveled with in research paper.
 
 Social implications 
 The use of virtual platforms can effectively judge the demands and the preferences of the consumers. Moreover, various retail sectors can perform well by virtual shopping within their industry.

An Economic Theory about the Labor Market in the Age of Globalization

In this article, a brief approach to the economic theory of the labor market is made. Those who are in the best position in the social system often do not question this ideology that praises them, but blame others for social problems (such as unemployment and income concentration). After a bibliographic review of several works by authors, it is important to expand the study of inequality generated by the “invisible hand” as well as the discussion of factors that are routinely forgotten, such as the social division of labor and the structure of the market.

Squeezed out by the market, seeking strength in the network: Makeshift temples and the spatio‐affective logics of survival in Singapore

AbstractThis paper offers an understanding of the spatio‐affective workings of religious organisations – and the marketplaces they operate in and through – that go beyond capitalist logics. We do so by examining how makeshift temples representing various forms of ‘Chinese religion’ survive in Singapore. Capitalist logics fail to explain how such marginal and precarious religious organisations, which might be ‘squeezed out’ by the market, nonetheless manage to survive amid competition. Moreover, scarce attention has been paid to how religion as a social‐affective system might mediate the functioning of a religious market. This paper fills the lacuna by bringing an understanding of the affective resonances of Chinese religious practices into conversation with religious market theory. Rather than treating the market as a universal mechanism that moderates patterns of competition, growth, and decline, we focus instead on the spatio‐affective conditions through which a plurality of ‘actually existing’ religious marketplaces is made possible. We argue that makeshift temples in Singapore create an alternative order of the religious market that is organised by the affective economies and interpersonal relationships within which different ritual service providers compete, cohabit, and cooperate. These temples dismiss the spatio‐religious boundaries and regulation that define the neoliberal religious marketplace of Singapore by carving out sacred niches instead.

Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior

The luxury hotel market has been developing rapidly recently in the Asian Market. To provide useful outcomes to hotels competing in fierce market conditions, the current study investigated the relationship between customer experience values, customer post-experience consequences, and citizenship behaviors. Our findings confirmed the valuable contribution of customer experience values (ROI and service excellence) to the development of brand satisfaction, which in turn positively influences brand commitment and love. Meanwhile, brand commitment and love were found to have a direct positive impact on customer citizenship behaviors (CCBs). Overall, the findings bridge the gap in the relationship between brand love and CCBs in the hospitality industry and provide broad insights into brand management and marketing theories for tourism and hospitality.

Holistic Marketing in Human Resources

To manage the understanding and aptitude contests of new developing technologies and processes of tactical methodologies for holistic human resource management is very much needed in most manufacturing companies. The continuous automation of straightforward manufacturing processes causes high-level complexity workspaces to expand, which leads to an increase in the need for highly educated staff who have graduate degrees only. The real struggle is to qualify individuals to shift their capabilities to workstations with more complicated procedures and guarantee the preservation of a role in transforming the familiar working environment. By merging the concepts of holistic internal marketing, key conclusions are drawn. A correlation marketing theory establishes a holistic internal marketing viewpoint; it does not depend merely on traditional marketing concepts and tools and focuses on three functional areas. This research will further explore the subject and purposes of core holistic marketing and the inevitability of constructing core associations. A contribution to expanding the interior all-inclusive holistic marketing theory by presenting a broader perception of the idea, in which both holistic marketing and human resources are combined to create a core holistic marketing application. Another aspect that will be presented is an inclusive understanding of the core marketing execution practice. A holistic marketing implementation model will be presented, strengthening the body and exterior interactions by convening internal customers' demands and fostering a holistic marketing vision from a human resource standpoint.

Rhizosphere inoculation of Nicotiana benthamiana with Trichoderma harzianum TRA1-16 in controlled environment agriculture: Effects of varying light intensities on the mutualism-parasitism interaction.

Trichoderma spp., a genus of fast-growing and highly adaptable fungi that form symbiotic relationships with plant roots, rendering them ideal for practical use in controlled environment agriculture. Herein, this paper aims to understand how the Nicotiana benthamiana with inoculation of Trichoderma harzianum strain TRA1-16 responds to light intensity variation. Pot experiments were conducted under low and high light intensities (50 and 150 μmol·m-2·s-1, respectively) and microbial treatments. Plant growth, physio-biochemical attributes, activities of antioxidant enzymes, and phytohormones regulation were investigated. The results showed that for non-inoculated plants, the reduction in light intensity inhibited plant growth, nitrogen (N) and phosphorus (P) uptake, chlorophyll a/b, and carotenoid content. Trichoderma inoculation resulted in 1.17 to 1.51 times higher concentrations of available N and P in the soil than the non-inoculated group, with higher concentrations at high light intensity. Plant height, dry weight, nutrient uptake, and antioxidant activity were significantly increased after inoculation (p<0.05). However, the growth-promoting effect was less effective under low light conditions, with lower plant height and P content in plants. We suggested that when the light was attenuated, the mutualism of the Trichoderma turned into parasitism, slowing the growth of the host plant. The application of fungal inoculation techniques for plant growth promotion required coordination with appropriate light complementation. The mechanisms of coordination and interaction were proposed to be incorporated into the biological market theory.

Do products branded with handwritten scripts suffer more amid product-harm crises?

PurposeThis paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap.Design/methodology/approachFive experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects.FindingsFramed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident.Originality/valueThis paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.

The impact of internal marketing philosophy on a firm’s strategic orientation

The study investigates the impact of internal marketing philosophy on implementing strategic goals to leverage an innovative internal marketing concept for business growth. In the context of firms’ strategic orientation, the organization’s development, market position, and practices used to promote the desired organizational behavior are being examined. The paper focuses on large companies in Greece, which belong to the retail, manufacturing, and healthcare sectors. Moreover, these companies have been certified by “Great place to work.” A qualitative method via Nvivo software was used. Data were collected from 10 semi-structured interviews. Participants are executives with significant working experience and different managerial positions. The findings document the impact of the internal marketing concept on company development through policies concerning strengthening the organization’s presence and recruiting qualified employees. Moreover, the influence of the internal marketing concept on an organization’s market position with regard to a positive working environment and management style is highlighted. Finally, team environment emerges as a dominant trait in the organizational context, while values such as honesty, integrity, and reliability appear as critical features of the desired behavior. The study provides an updated managerial perspective by establishing a link between the theory of internal marketing and business process mapping. The results enable executives to focus on elements that better serve the implementation of strategic goals. Acknowledgment This study has been funded by the University of West Attica / Special Account for Research Grants.