Unfortunately, these journals have some pretty strict reprint policies, so I’ll only be posting the abstracts on here, but they are usually well summarized and you’ll get the gist of the information this way.
Enjoy!
Journal of Consumer Marketing
Customer satisfaction and loyalty: start with the product, culminate with the brand
Eduardo Torres-Moraga Facultad de Economı´a y Negocios, University of Chile, Santiago de Chile, Chile Arturo Z. Va´squez-Parraga College of Business Administration, The University of Texas-Pan American, Edinburg, Texas, USA, and Jorge Zamora-Gonza´ lez Facultad de Ciencias Empresariales, University of Talca, Talca, ChileAbstract
Purpose - Studies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a product. Customers appreciate products by themselves, independent of the brand, as shown in their pursuit of satisfaction and development of loyalty. Such appreciation seems to be prominent regarding innovative products when compared to traditional products. This paper aims to investigate this issue and provide a product-brand typology. Design/methodology/approach – The paper takes the form of empirical research on a partial application of the typology.
Findings - Results show that the relationship satisfaction-loyalty is significantly present when evaluating products alone albeit a weaker presence than when evaluating brand alone. Such unequal presence is corroborated in both traditional (bottled wine) and innovative (electronic) products even though it is much stronger in innovative products. The relationship satisfaction-loyalty is also present when evaluating product and brand combined, indicating that there is an intermediate position between product and brand. In contrast, the literature treats brand and product-brand as being in the same category thereby diminishing the importance of a useful difference between brand and product-brand.
Practical implications – There are practical consequences of applying the typology and examining the findings. The relationship satisfaction-loyalty starts with the product, includes the product-brand, and culminates with the brand. This process is significantly more important regarding innovative products, such as electronics, as compared to traditional products such as wine.
Originality/value – This study introduces a typology underscoring the pursuit of satisfaction and development of loyalty in three conditions of product presence versus brand presence, that is, product alone, brand alone, and product and brand combined.
Keywords Customer satisfaction, Customer loyalty, Brands, Electronic commerce, Wines
Paper type Research paper
Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers
Kiseol Yang School of Merchandising and Hospitality Management, The University of North Texas, Denton, Texas, USA, andLaura D. Jolly College of Family and Consumer Sciences, The University of Georgia, Athens, Georgia, USA
Abstract
Purpose - This study aims to examine the differences in adoption of mobile data services between two age cohorts (gen Xers and baby boomers). Three elements in the extended Technology Acceptance Model – perceived usefulness, perceived ease of use, and perceived fun – were used to identify the differences in adoption of mobile data services for the two age cohorts.
Design/methodology/approach – A sample of 200 mobile services users drawn from a purchased consumer panel participated in an online survey. Of this sample, 67 gen Xers and 86 baby boomers were used for the analysis (n ¼ 153). Multigroup structural equation modeling analysis was used to examine the differences in adoption of mobile data services between the two age cohorts.
Findings – This study found that baby boomers perceived mobile data services as more difficult to use than gen Xers. However, the perception of usefulness of mobile data services was stronger for the baby boomers than gen Xers. Usefulness of mobile data services may be a critical motivator for baby boomers to adopt mobile data services. Mobile data service marketers should focus on mobile data service usefulness when they are targeting the baby boomer cohort.
Originality/value – The results of this study provide insights to assist marketers in developing and positioning appropriate mobile data services to targeted age cohorts during the adoption stage.
Keywords Mobile communication systems, Data communication systems, Consumer behaviour, Age groups
Paper type Research paper
Understanding older shoppers: a phenomenological investigation
Hayley Myers and Margaret Lumbers School of Management, University of Surrey, Guildford, UKAbstract
Purpose - This research aims to explore the shopping behaviour and needs and wants of the over 55s market. Retail spaces have been most concerned
with targeting the young, but the growing importance of the older segment now dictates that retail environments must increasingly communicate with
older shoppers.
Design/methodology/approach – Semi-structured interviews were conducted with senior executives from the retail property industry. Focus groups
were conducted with older shoppers to explore their perceived needs and wants.
Findings - Key findings include the need to use “perceived age” rather than chronological age in determining marketing strategies. The importance of
shopping as a means of socialisation and a leisure pursuit was emphasised by older consumers and that they see themselves as experienced, astute
shoppers who seek quality and service.
Research limitations/implications – The heterogeneity of the mature market was highlighted; outlook and lifestyles of older consumers are likely to
continue to change with successive generations. This indicates the need for continued research in this field to fully understand the needs and wants of a
diverse and important market segment.
Practical implications – Findings are evaluated in the context of previous research to draw out implications and potential actions points for the retail
and shopping place industry, specifically to create aspirational shopping spaces for older shoppers and use targeted brand management to
communicate effectively.
Originality/value – The paper provides insights into the needs and wants of older shoppers and highlights that while this group values the shopping
environment for social and leisure usage, retailers and shopping places needs to better understand and tailor their offer to benefit from the growing
importance of the older shopper.
Keywords Older consumers, Retailing, Shopping, Age groups, Socialization
Paper type Research paper
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