View Of Market Research Articles

Influence of Emotional Marketing in the Field of Cosmetics Among Females Towards Brand Loyalty and Preference

Emotional marketing in the cosmetics industry has gained significant traction as brands strive to connect with female consumers on a personal level. Recognizing that cosmetics are more than just products, brands increasingly foAcus on evoking emotions and building connections that resonate with consumers’ identities, values, and aspirations. By tapping into emotional drivers such as self-confidence, empowerment, and individual expression, cosmetics brands leverage storytelling, personalization, and value-driven messages to create bonds that transcend the traditional product experience. These strategies, by going beyond functional benefits, forge meaningful relationships that positively influence both brand loyalty and consumer preference. As brands grow in their understanding of consumer psychology1 , emotional marketing strategies have evolved from mere trend-following to becoming an integral part of brand identity and differentiation. In a highly competitive cosmetics market, emotional engagement becomes a key asset, distinguishing brands that merely offer quality products from those that offer experiences rooted in emotional satisfaction and alignment with personal values. For instance, storytelling allows brands to narrate their journey and core values—whether through ethical sourcing, sustainability efforts, or diversity and inclusion initiatives—which resonates deeply with consumers2 who prioritize similar values. Similarly, personalization caters to individual preferences, allowing consumers to feel seen and valued, thereby strengthening loyalty and increasing purchase intentions. This study employs a mixed-method approach, combining quantitative data from extensive surveys and qualitative insights from indepth interviews. This dual approach captures not only the broad trends in consumer responses but also the nuanced ways in which emotional marketing influences individual purchasing decisions. The quantitative analysis provides statistical insights into the correlation between emotional marketing and brand loyalty, while qualitative interviews shed light on personal consumer experiences and emotional connections with specific brands. Together, these methods form a holistic view of emotional marketing’s impact, particularly its role in shaping purchasing behaviors and brand preferences among female consumers in the cosmetics industry. Findings from this study reveal that emotional marketing significantly shapes purchasing decisions by enhancing consumer perceptions of brand authenticity, trustworthiness, and alignment with personal values. Female consumers, in particular, are drawn to brands that promote messages of self-love, empowerment, and ethical responsibility. The emotional connection fostered through such marketing initiatives translates to higher brand loyalty and preference, as consumers are more likely to remain loyal to brands that reflect their values and resonate with their self-image. Furthermore, these findings highlight the effectiveness of emotional marketing strategies, providing cosmetics brands with actionable insights into building consumer loyalty and strategically positioning themselves within a saturated market. This approach, focused on aligning with consumer emotions3 and values, offers a sustainable competitive advantage that promotes brand loyalty and encourages positive consumerbrand relationships.

How relationship shapes the market: an ethnographic study of French tire industry

Based on a two-year autoethnographic research in the car tire trade, this study of market exchanges examines how merchants’ relationships with customers enable and sustain exchange by shaping market arrangements. Referring to these relationships as an attachment process at work in the market, this study demonstrates the relational influence wielded by merchants through the ideational, practical, and emotional ties they cultivated with customers. These framed, patterned, and emotionally meaningful relationships show that market embeddedness is endogenously produced and exerts an impact upon customers, competition, demand, and supply. Complementing the conventional economic transactional view of market, our findings contribute to a relational perspective and understanding of market dynamics.

The Impact of Your Leadership in Human Resource Management: An Exploratory Study on the Oil Marketing Company

The importance of the marketing function at board level is often underestimated and its role in driving change in HR is often undervalued. This research examines how marketing can partner with organizational leadership for a mutually beneficial exchange of marketing skills and capabilities to be able to realign human resources quickly enough to deal with shifts in the external business environment and create a sustainable future for the business. The current research explores the concept of “marketing leadership” from an interpretive perspective that challenges the traditional view of marketing and leadership as two separate domains and offers a comprehensive approach to human resource management. The descriptive survey method was used for this research, and the research population was the oil marketing company. The current research assumed that marketing leadership affects human resources management. The research concluded that marketing leadership greatly affects human resources management and its dimensions, with an average effect of (0.52). This indicates a high and significant impact of marketing leadership on human resources management.

When Chinese mania meets global frenzy: Commodity price bubbles

This paper examines price bubbles in global commodity markets. We find that positive bubbles are more driven by fundamental shocks, while negative bubbles are more influenced by pessimistic market views on prices and the economy. Furthermore, bubble determinants vary across geographic regions. Trader behavior and policy uncertainty play prominent roles in influencing price bubbles in China, while global bubbles are predominantly shaped by rational responses to inventory, growth, and inflation. Finally, only positive bubbles exhibit contagion across regions. Overall, our findings suggest that asset price bubbles arise from traders' behavioral responses to a combination of fundamental, macroeconomic, and idiosyncratic shocks.

Potential for the Development of International Transport Corridors in Current Market Conditions

This research is devoted to the prospects for the development of international transport corridors (ITC) through the prism of the dynamics of market forces in the transport industry and world trade. International logistics is currently undergoing a global transformation, and therefore the effective use by Russia of its transport potential is still the most urgent and practical task. In this regard, this research is focused on internal and external factors that influence the realization of this potential. The research presents the factors that contributed in retrospect for more than 10 years to the dynamic development of freight transportation through the ITC “East – West”. Additionally, the impact of exogenous factors such as epidemiological restrictions on a global scale and economic sanctions against Russia on the logistics of container transportation in recent years is considered in more detail. On the basis of a retrospective analysis of the development of cargo transportation through the ITC “East – West” generalized conditions are formulated that allow to assess the potential for the development of transport cargo fl ows on other key ITC. An analysis of the current dynamics and problems of the development of transportation along the corridors East – West, Northern Sea Route and North-South is carried out. Further prospects for their increase from the point of view of transport marketing is provided. Among the conclusions, the importance of developing and expanding the infrastructure of the ITC “East – West”, as well as proposals for the intensifi cation of cargo transportation through other ITC, is highlighted.

ONLINE STORE AS A COMPONENT OF E-COMMERCE AND DIGITAL BUSINESS TRANSFORMATION

This article examines the issue of managing an organization in the context of digital business transformation. The process of searching and optimizing methods and tools of digital transformation is relevant, this is especially evident in the field of e-commerce. In the article, the authors provide an overview of the e-commerce market, its leaders are highlighted. Based on the analysis of the structure and features of the development of global and national e-commerce markets, three categories are identified: 'large and mature', 'catching up' and 'waiting markets'. The dynamics of the global e-retail trade volume and the dynamics of sales volume of the Russian e-commerce market are considered. The concept of 'e-commerce' is clarified, the positive and negative sides of the development of e-commerce are highlighted. Depending on the types of subjects initiating interaction, the types of information and economic interaction or types of e-commerce are fixed. The article notes that information and communication technologies (ICTs) contribute to the organization and optimization of a number of business processes that are the basis of e-commerce: electronic data exchange, e-commerce and marketing, the formation of information and analytical systems of the organization. The authors emphasize that from the point of view of marketing, one of the most interesting components of e-commerce, its trading platform is online stores. The definition of the concept of 'online store' is given. By analyzing the entire variety of online stores represented in the modern business space, the authors classify them according to the methodology of doing business and the type of platform, by the type of organization of sales and trading activities, by product range and type of relationships with suppliers. The proposed classification allows you to: identify the entire range of online stores; streamline these tools; facilitate the search and justification of the choice of optimal methods of digital business transformation.

CEO Pay Cuts and Investors’ Perceptions of Earnings Quality

SYNOPSIS The pay of a CEO is often cut in poorly performing firms to prod the CEO to work harder and restore profitability. Using earnings response coefficients (ERCs) as a proxy for investor perceptions of earnings quality, we find that ERCs decline following CEO pay cuts. Furthermore, firms with weaker oversight mechanisms and those subject to higher credibility concerns have a greater decline in ERCs following CEO pay cuts. We also offer weak evidence that credit rating agencies might perceive CEO pay cuts as impairing earnings quality. Our results suggest that pay cuts incentivize CEOs to boost earnings in the short run, and investors might perceive reported earnings as more likely to be opportunistic and of lower quality. A key implication of our study is that it provides evidence to support that the market views a CEO’s pay-cut status as vital information in appraising the earnings quality of a firm. Data Availability: The data that support the findings of this study are available from author Ting-Kai Chou upon request. JEL Classifications: G34; M41; M52.

A Mixed-Method Study of ICT Labour Market in Ho Chi Minh City

The purpose of this study is to provide insights into Information and Communication Technology (ICT) labour market in Ho Chi Minh City – the most important centre of VietnameseICT industry. The study was conducted using an innovative mix of semi-structured interview, online survey, desk research, and content analysis methods. Qualitative and quantitative data on enterprise profiles, business directions, employment situation, employment prospect, and job profiles in the industry were collected and analysed to provide a view of the ICT labour market and the ICT employers in Ho Chi Minh City. As it is probably the most comprehensive survey of the ICT labour market for Ho Chi Minh City, the data has been used for the development of a labour market information system. ® 2024 Journal of Science and Technology - NTTU

Sustainability reporting and market performance of listed Insurance Firms in Nigeria

Purpose: This study examines the effect of sustainability reporting on the market performance of listed insurance firms in Nigeria. Methodology/approach: The study employed an ex-post facto research methodology, using pre-existing, unaltered data from 22 listed Nigerian insurance companies, selected through census sampling. Conducted from 2013 to 2023, the study period covers the transition from the Nigerian Stock Exchange (NSE) to the Nigerian Exchange Group (NGX). Panel regression analysis and the FGLS regression model were used to investigate the relationship between the variables. Findings: This study found that sustainability reporting which includes social, environmental, and governance disclosures positively affects market performance. This shows that the market views a company's comprehensive commitment to sustainability favorably, likely interpreting it as a sign of long-term viability, ethical conduct, and effective risk management. Practical implications: Insurance companies in Nigeria should focus on enhancing and clearly communicating their sustainability reporting initiatives, as these positively impact market performance. Firms should strategically manage and communicate these aspects to better align with investor expectations and highlight their long-term benefits. A balanced and integrated approach to sustainability reporting is essential, as it positively influences market perception and supports long-term growth and stability. Originality/value: This study contributes to the understanding of sustainability reporting within the Nigerian insurance sector. It provides empirical evidence on how different aspects of sustainability reporting: social, environmental, and governance affect market performance. The research fills a critical gap in the literature regarding African insurance markets, offering insights that can inform both academic discourse and practical applications and financial performance.

Развитие экологического туризма в регионе: холистический подход к управлению стратегическими коммуникациями

In recent decades, there has been a change in the system of tourism development and its gradual integration into the socio-economic space of the regions of the Russian Federation, which requires comprehensive work with goals, risks, and target audiences and involves the use of strategic communication based on a holistic approach. The purpose of the article is to present the concept of the strategy and practice of regional ecological tourism development from the point of view of holistic marketing and strategic management. The issue reflects increased competition between Russian regions for leading positions in the domestic market and the attraction of incoming tourists. The empirical basis of the study is based on holistic marketing and analysis of ecological tourism indicators in the regions over time. The authors of the article conducted a study of modern approaches to the use of strategic communication in the development of ecological tourism in the Ural Federal District of the Russian Federation, as well as the identification of possible development vectors. In the article, the researchers assessed the impact of strategic communication on the ecological tourism management system at the regional level and also determined the role of strategic communication in management decision-making, as well as the use of technologies and tools to minimize risks. Based on the analysis carried out by the authors of the article, a model of strategic communication was developed to achieve the key goal, i.e., the effective development of ecological tourism in the constituent entities of the Russian Federation.

Internal marketing’s influence on South African long-term insurance: An emerging market view

Internal marketing’s influence on South African long-term insurance: An emerging market view

Does top executive gender diversity matter for the value relevance of ESG controversies? Empirical evidence from European tech firms

Purpose Interest in environmental, social and governance (ESG) controversies is acquiring great relevance in the business and academic communities. Nonetheless, previous studies in the area have devoted little attention to how the market views ESG controversies. Against this backdrop, this paper aims to investigate whether ESG controversies are value-relevant to investors, as reflected in equity values. It also investigates whether top management team (TMT) gender diversity is likely to affect the association between ESG controversies and equity market values in the context of high-tech firms. Design/methodology/approach This paper uses a sample of high-tech firms listed on the STOXX 600 index during the period 2006–2022. The ESG data for the sample is retrieved from the Refinitiv Eikon database. This paper adopts a fixed-effect panel regression to test the hypotheses. Findings Based on the Ohlson’s (1995) valuation framework, the authors find evidence that ESG controversies are associated with a lower market valuation, suggesting that shareholders perceive ESG controversies as conveying negative information about future performance. The authors also find evidence that TMT gender diversity negatively moderates the relationship between ESG controversies and equity values, indicating that TMT gender diversity alleviates the detrimental effect of corporate controversies. These results remain consistent when using the return model of Easton and Harris (1991). Originality/value This paper throws more light on the economic consequences of ESG controversies in European high-tech firms. This is particularly important due to the increasing importance of ESG criteria in guiding investment choices. This paper also adds to the current literature by providing new evidence that the value-relevance of ESG controversies is affected by TMT gender diversity.

Professional realism in practice

Abstract This article describes an attempt to introduce the elements of collaboration into translator training in the form of a multi-stage translation project. The project was carried out during regular translation classes with the participation of 70 students (translating from Italian, French, or English into Polish). The project comprised the following stages (as prescribed by two standards: ISO 17100:2015 and ISO/TS 11669:2012). Stage 0: Project preparation (pre-production) – terminological work/dialogue list preparation; Stages 1 and 2: Translation and check of one’s own translation; Stage 3: Revision – work on bilingual texts – general correction; Stage 4: Review – work on TL texts – focus on factual errors; Stage 5: Proofreading – work on TL texts – focus on linguistic errors; Stage 6: Final verification and release. Each student was asked to work on a different text at each stage. The platform for exchanging files between the students was Trello, an online task management tool. The aim of the classes was to broaden the students’ view of the current translation market through hands-on experience and to develop their teamwork skills. This article presents the proceedings of the classes, the results of the opinion survey distributed among the participants, and discusses the potential difficulties.

Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View

Do firms fully capitalize on the financial strength of their customer-based brand equity (CBBE)? If not, how large is the gap to a benchmark condition where CBBE is financially fully leveraged? Which market strategies, if any, should the firm emphasize to close the gap? This research addresses these questions. The authors introduce a framework and methodology that enables firms to identify and measure their “brand capabilities gap,” which captures the firm’s potential for leveraging CBBE into firm value when the most effective and efficient brand leverage strategy is in place, and, if necessary, take corrective action to realize their brand leverage potential. The authors further examine three market strategy moderators that firms can steer via their marketing programs and tactics to close the brand capabilities gap. The application of the framework and methodology to a wide-ranging sample of firms from 2005 to 2013 reveals that, on average, firms only realize 35% of their financial brand leverage potential. This translates into an average brand capabilities gap worth $2.1 bn per brand, which represents 4.3% of firm value. These findings have important implications for strategic brand analysis and planning and can help firms design a more effective financial brand leverage strategy. This paper was accepted by Raphael Thomadsen, marketing. Supplemental Material: The online appendices and data files are available at https://doi.org/10.1287/mnsc.2022.00670 .

THE USEFULNESS OF BRANDING IN AGRICULTURAL MARKETING

The post-pandemic landscape has ushered in significant changes in food and agricultural markets, with a call from policymakers for proactive transformation towards a climate-neutral, digital, and inclusive food sector. Despite policy recommendations, market trends are primarily shaped by consumer behaviour, and many consumers remain hesitant to embrace circular economy practices and sustainability paradigms. Thus, policymakers must consider consumer preferences and willingness to change consumption patterns. In this context, branding emerges as a crucial tool in agricultural marketing, capable of influencing consumer preferences and promoting agricultural products, contributing to the sector's overall success. A traditional view of agricultural marketing involves the logistics of moving products from farms to consumers. However, in this evolving landscape, branding transcends mere logos and slogans, encompassing the holistic image, reputation, and perception of agricultural products. This article explores the role of branding within the agricultural supply chain and delves into the importance of branding by examining strategies and case studies in agricultural markets. It also underscores the challenges in agricultural branding while offering potential solutions.

Market view: AVERAGE COST

Leah Turner, co-founder of Owen Froebel, which offers day nursery brokerage, valuations and sales, on taking benchmarking as a guide, not a rule.

Management of marketing activities in agricultural enterprises producing white sea buckthorn

Marketing management in a practical sense means management that uses marketing concepts, i.e. the management of an enterprise that has adopted and uses the marketing view or philosophical vision of marketing in its development process. The management of marketing activity of the enterprise in which there is the branch of production of white currant there must be organizational structures through which each employee, with different functions, level of training and duties, has the opportunity and obligation to act on the basis of marketing strategies, as well as responsibility centers. The concept of actively influencing market requirements also implies effective management of specialized marketing activity, i.e. activities related to product, pricing, placement and promotion policies. In order to establish appropriate management of marketing activity and to position it as effectively as possible in the organizational chart of an agricultural enterprise in which there is a white currant production branch, it is specific, first of all, to analyses the background parts of the constituent elements of the environment with which it operates in order to be able to establish strategic lines, which need to correspond to the appropriate form of organization. In the given article, the authors intend to identify and propose solutions to some problems, which, in essence, represent a diagnostic analysis of the enterprise, the results of which indicate one of the options for the organization of marketing activity and marketing department or specialist in agricultural enterprises.

EVENT MARKETING AND FAN SATISFACTION IN WIN2DAY ICE HOCKEY LEAGUE USING AN EXAMPLE OF EC IDM WÄRMEPUMPEN VSV

The author associates the development of recommendations for improving event marketing and fan satisfaction with significant opportunities for the development of the league and clubs and for bringing the results in these areas closer to those of the leading hockey leagues in Europe. The study will also identify gaps and opportunities in current marketing practices. Ultimately, the goal is to develop actionable recommendations for clubs in the win2day ICE Hockey League (ICEHL), particularly EC iDM Wärmepumpen VSV (EC VSV), to optimize their event marketing strategies, thereby improving fan satisfaction, increasing match attendance, and enhancing the league's overall appeal to fans and sponsors. Average attendance is one of the main indexes determining the success and profitability of the league and the teams participating in it.
 The research focuses on professional men's ice hockey and the point of view of event marketing and fan satisfaction in the ICEHL, focusing mainly on one of the league teams – EC VSV. The purpose of the research is to explore the league's functioning in terms of event marketing and fan satisfaction and to analyze the operations of the clubs within the league's framework.

Market View: By the Book

Leah Turner, co-founder of Owen Froebel, which offers day nursery brokerage, valuations and sales, on keeping track of income and managing your accounts.

Analysis of Switching Behavior for Using Digital Payment Financial Technology in Tumenggungan Market Kebumen, Central Java

This study aims to determine the factors and switching behavior of using cash payment services to digital payment services in Tumenggungan traditional market Kebumen, Central Java Province, Indonesia. This study uses primary data with as many as 175 respondents through purposive sampling. The switching behavior is estimated by using the push-pull-mooring (PPM) framework method by using structural equation modeling (SEM) - Partial Least Square (PLS). The results show that the push effect (high price perception, security risk, privacy risk) and the mooring effect (reputation, inertia, switching cost) positively and significantly affect the switching behavior. While pull effects (ease of use, relative advantage, relative ease of processing) have a positive impact but are not significant to the potential for switching behavior. In short, visitors to the Tumenggungan market feel satisfied with cash payments. They are less motivated to use digital payment. Still, the visitors do not create resistance to making a change. The results indicate that the visitors of the Tumenggungan market view digital payment as a complementary instrument, not substitution, which means visitors accept either cash or digital payment in their transaction settlements. These findings are significant in further promoting technological literacy among people by organizing many trainings and seminars so that people are rational when switching behavior between cash and digital payments.