Search results

The purpose of this paper is to assess the effect of two promotional methods, namely, celebrity endorsed advertisement and selfie promotion, on customers’ decision-making processes using the AISAS model.

A within-subject experimental design was used to observe how young adults in Malaysia would respond to two promotional methods about a new seafood restaurant. A total of 180 responses were collected using a structured questionnaire. Data were assessed and analysed using partial least squares structural equation modelling.

The results show that while celebrity endorsed advertisement remains relevant to customer’s decision-making processes, the effect of selfie promotion is comparable to celebrity endorsement. The sequential mediation for both models is found to be significant, but the AISAS model with selfie promotion produces better in-sample prediction (model selection criteria) and out-of-sample prediction (PLSpredict) compared to celebrity endorsed advertisement, thus suggesting its better representation to reality.

Despite being limited to young adults in Malaysia and a particular product, the study is essential to understanding the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes.

The study provides insights into how business organisations could exploit the advancement of communication technology to encourage selfie behaviour to promote their products in an innovative and competitive manner.

The assessment of the effect of celebrity endorsed advertisement and selfie promotion on decision-making processes using PLSpredict and model selection criteria articulates the relevance of selfie as a promotional tool. It also provides an alternative technique for conducting model comparison research.

The purpose of this paper is to explore the responsibilities and challenges faced by academic librarians whose major responsibilities include the overall promotion of the library.

A questionnaire was sent to seven library listservs asking respondents to describe their work duties, promotional activities, academic background, and professional challenges and concerns.

This study garnered 215 responses. Respondents who completed the questionnaire identified as academic librarians whose major responsibilities include the overall promotion of the library. Librarians who promote face a plethora of challenges, including time restraints, lack of funding and limited support for their promotional efforts. These barriers place a strain on promotional work in academic libraries.

The paper illustrates the roles and responsibilities of librarians who promote and the challenges and obstacles they deal with on an institutional and departmental level.

This study provides a unique snapshot of marketing initiatives across various academic libraries, in the midst of a global economic recession.

Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This article considers some of the key issues that influence sales promotion decisions. It describes current sales promotion activities, identifies some of the negative consequences of these activities, introduces a cost‐benefit philosophy for sales promotion decisions, and proposes a specific method for making those decisions.

Examines how perceived product safety may be affected by such product‐related factors as price, brand name, store name, promotion channels, source credibility, country of origin, nature of product testing authority and warranty. Shows that perceived product safety was significantly affected by all of the variables mentioned above. Implies that, by carefully manipulating these variables in formulating marketing strategies, managers can attract the large and growing market of safety‐conscious consumers and gain a competitive edge that cannot possibly be ignored.

This study aims to answer two important questions: (1) Whether companies should reduce or increase the marketing expenses to face the recession caused by COVID-19? and (2) What marketing mix strategies should companies undertake to shine in the post-pandemic world?

As recession caused by the COVID-19 crisis is one of the main drivers of business environment and customer behaviour changes, the authors systematically reviewed articles on marketing mix strategies during recessions. Out of 1,128 documents extracted from the Scopus database, 41 English-written articles were selected and analysed.

This study illustrates: (1) marketing budgets should not be cut during COVID-19 and (2) the marketing mix practices and strategies that firms should undertake during COVID-19 pandemic in terms of product, price, promotion, and place were explained.

The findings of this study advance the understanding of marketing strategies and practices that should be adopted and put into practice to deal with the impacts of COVID-19 on the business environment and shine in the post-COVID-19 world.

This study aims to examine consumers’ patriotism, attitudes toward veterans and attitudes and behaviors toward businesses that honor veterans. The goal is to determine if consumers are more or less likely to support businesses that offer veterans preferential treatment.

The conceptual model proposed is tested using an online survey with a nationwide sample. Data are analyzed using partial least squares structural equations modeling.

Results indicate that consumer attitudes toward businesses that honor veterans fully mediate the impact of consumer attitudes toward veterans on behavioral intentions. This suggests that veterans’ discounts or preferential treatments are viewed as a viable means by which consumers can show their support for veterans. Further, results reveal that patriotism has a direct effect on consumers’ behavioral intentions toward businesses that honor veterans.

Businesses routinely offer discounts targeted to specific consumers, such as the elderly and children. These results show that providing discounts to veterans can offer multiple benefits to businesses as well. Positive attitudes toward businesses that honor veterans can lead to positive behavioral intentions from consumers who seek to support veterans.

Despite the existence of businesses honoring veterans by providing discounts or preferential treatment, to the best of the authors’ knowledge, little to no research has investigated the impact that these discounts provide to businesses.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The purpose of this paper is to focus on promotional strategies, on which there has been relatively little research. The aim of this paper is twofold: first to review promotional strategies used by Greek wine producers to differentiate their products and second to develop and test a model that evaluates the relative importance of advertising expenses and other promotional expenses in explaining profit rates across Greek wine firms.

An extensive literature review relative to the question under investigation is presented. A survey among 43 Greek wine firms was carried out to identify the main categories of promotional expenses and their contribution to the total promotional expenditures for 2000. Annual balance sheet and income statements data for these firms were collected for the period 1993‐2000. The fixed effects method is used to estimate the coefficients of the specified empirical model using time series cross‐section panel data for the 43 Greek wine firms over the period 1993‐2000.

The non advertising promotional expenses were found to be the major part of promotional expenses, in the case of the Greek wine firms. For the Greek wine firms promotional expenses include promotion through the development of new informational labelling referred to origin and specific wine attributes, coupons, free samples, catalogues, new market channels through “wine routes”. These ways of promotion seem to be more effective to create goodwill for the company and to increase consumer loyalty than advertising. The fixed effects results show that total promotional expenses along with market share affect profitability.

This paper provides an outline of promotional strategies (advertising and non advertising) – a topic that has not been widely discussed in the literature.

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.

An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.

Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.

Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.

Neuromarketing is a science that can examine human subconscious decisions and activities.

The information obtained neural methods are more accurate than traditional research methods.

This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.

Even if a sales promotion attracts consumers to the store, the hi‐lo performance will be uncertain if these consumers buy only promoted categories. Retailers need to pay attention to avoid promoting categories that are frequently bought together in the same promotional action, or be faced with a strong redundancy effect. This paper proposes a method to decrease redundancy effect without reducing overall promotion utility (and store traffic).

Three conjoint analyses were carried out, two based on promotional assortments composed by real product categories, and one based on attribute description.

The results suggest that grocery stores can avoid redundancy effects by introducing categories with weak conjoint probabilities, resulting in a higher share of full priced products on the consumer baskets without reducing the global utility of the promotion.

Real promotion contains large number of category/brands, and we strongly recommend further research on this.

Retailers can propose promotional actions that increase store traffic and develop the price image of the store. By managing buying association, retailers can create more profitable promotions.

The idea of building promotions that take into account the redundancy effect as well as measuring its impact on consumer promotional value and store image are the main value of this research.