| 1. |
- Drennan, Todd, et al.
(author)
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A mixed-method approach to study country of origin effects on brand perceptions in international online behaviour
- 2021
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In: Journal of Customer Behavior. - : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 20:4, s. 275-299
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Journal article (peer-reviewed)abstract
- This study employs a mixed-method approach to online purchase intent in an international setting, with a combination of focus group interviews with a structural model based on a multi-national survey, consisting of 734 online consumers from 58 countries. Geographical borders make less of a difference online and call for an investigation regarding the effect of country of origin (COO) and brand preferences on purchase intent when consumers purchase online from foreign countries. Quantitative data analysis of the data set revealed that the effect on consumers' purchase intent and their openness to foreign countries and brand preferences are conditionally intertwined. However, if little is known or top-of-mind during the purchase decision process, the brand and its image have greater weight, thus alluding to the need to assess further the fundamental judgments and decisions used in online purchase decisions.
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| 2. |
- Gummesson, Evert, 1936-
(author)
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The global crisis and the marketing scholar
- 2009
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In: Journal of Customer Behavior. - UK : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 8:Summer, s. 119-135
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Journal article (peer-reviewed)abstract
- This is a treatise on wide-spread wrong-doings in Western economieswith emphasis on the role of markets and marketing. To stabilise the shaky world economy, measures have to be taken on all fronts. Short term hands on local action is imperative to mitigate immediate effects on people, and long term changes in economic systems, mindsets and behaviour are imperative to prevent future crises. Both mean action now. Governments, businesses and consumers should do their share – and so should academe. This is an advocacy for what theory, research and education should consider to foster economically responsible attitudes and build more robust and sustainable economic systems. The article is focused on areas that are special to the author; the crisis subject is too big anyway to allow exhaustive treatment. One vantage point is that something is wrong with social sciences. They shun the complexity of the real world and stay snug in a simplified world of statistics, shallow analyses, and outdated theory.
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| 3. |
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| 4. |
- Hohenschwert, Lena
(author)
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Salespeople's value creation roles in customer interaction : An empirical study
- 2012
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In: Journal of Customer Behaviour. - 1475-3928. ; 11:2, s. 145-166
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Journal article (peer-reviewed)abstract
- Researchers have called for the need to investigate the salesperson's role in customer value creation in the context of companies moving into service and solution businesses. Despite the indisputable importance of the sales function in the company's customer relationships and in value creation for these customers, relevant literature has not yet answered the question of what salespeople actually do when they create value for the customer in business interactions. By answering this question, this paper aims to shed light on the individual salesperson's role(s) in creating customer value. Based on an in-depth qualitative case study, shadowing salespeople of a full-service packaging provider during their work, four roles summarizing the different ways salespeople can create customer value have been identified: the advisor, the broker, the secretary and the friend. Theoretical contributions lie in the integration of an interaction perspective into selling, highlighting the disregarded complexity of industrial selling.
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| 5. |
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| 6. |
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| 7. |
- Lindh, Cecilia, 1974-, et al.
(author)
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Rationality vs. emotionality among online shoppers : The mediating role of experts as enhancing influencer effect on purchasing intent
- 2017
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In: Journal of Customer Behaviour. - 1475-3928. ; 16:4, s. 333-351
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Journal article (peer-reviewed)abstract
- The purpose of the paper is to study the role of expert and influencer consultancy in the online shopping environment and its effect on purchasing intent, highlighting consumer behaviour governance by emotion or rationality. A cross-national data set of 788 respondents from 59 countries is analysed with a structural equations model showing that the influencers' influence alone does not increase purchasing intent, but the mediator of expert advice does. The implication from this is clear: consumers in the online environment want multiple sources of information, particularly from people they like/follow, known as influencers, and those who give expert advice. Building trust in a virtual environment such as the Internet may be challenging, but the use of influencers and experts to guide customers can be a working strategy for marketing managers.
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| 8. |
- Mattsson, Lars-Gunnar
(author)
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Market orientation and resource adjustments during economic recession
- 2009
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In: Journal of Customer Behaviour. - : Westburn Publishers. - 1477-6421 .- 1475-3928. ; 8:2, s. 153-162
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Journal article (peer-reviewed)abstract
- What is the role of marketing during the present economic recession? What guidance for resource adjustments will firms get from being "market oriented"? Answers depend on what market perspective the firm applies. Market orientation in a business networks perspective on markets implies that information and learning about the market as well as value creation in the market to an important extent are due to interaction within specific exchange relationships embedded in dynamic business networks. During the last decades increasing interdependencies have been developed between firms and between markets. Resource adjustments during the recession, involving also changes in network relationships, should be based on an understanding of how they affect relationships and value creation, also in a longer term perspective. The marketing function in the market oriented firm has an important role to guide the firm in these matters.
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| 9. |
- Nordvall, Anna-Carin, 1976-
(author)
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do they really measure what they intend to measure?
- 2019
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In: Journal of Customer Behavior. - VISBY : Westburn Publishers Ltd. - 1475-3928 .- 1477-6421. ; 18:2, s. 151-160
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Journal article (peer-reviewed)abstract
- In business studies, methods that are capable of identifying implicit processes in individuals have raised the hope of achieving a better understanding of the way that consumers process and respond to marketing stimuli. Nevertheless, the methods commonly used in consumer behaviour studies are unable to measure the unconscious cognitive processes of consumers when the methodological design is based on individual statements. In place of these designs, the author suggests the use of a cognitive modelling method to capture the mercurial nature of consumer cognition.
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| 10. |
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