| 1. |
- Drennan, Todd, et al.
(författare)
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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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Ingår i: Journal of Customer Behavior. - : Westburn Publishers. - 1475-3928 .- 1477-6421. ; 20:4, s. 275-299
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Tidskriftsartikel (refereegranskat)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. |
- Drennan, Todd, et al.
(författare)
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Does a Sustainable Orientation Affect Global Consumers' Relationships with International Online Brands?
- 2023
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Ingår i: Creating a Sustainable Competitive Position. - : Emerald Publishing Limited. - 9781804552520 ; , s. 219-236
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Bokkapitel (refereegranskat)abstract
- This chapter aims to shed light on the role that a sustainable orientation plays in strengthening the relationships between global consumers and online brands. Despite many previous studies about the importance of sustainability considerations for national consumers’ brand commitments and purchase intentions, there is a lack of empirical studies focussing on this relationship from a global consumer perspective. A pre-study (consisting of focus group discussions) and a widely distributed international survey with responses from 74 countries show mixed results. Whereas the results from the focus groups imply that a sustainable orientation influences both global consumers’ purchase intentions and brand commitments towards online brands, the survey results imply that global consumers’ sustainable orientations do not affect purchase intentions directly, even though they influence brand commitments. An implication of these results is that an international online brand’s possibility to portray a sustainable orientation plays an important role in strengthening the relationship with global consumers, especially regarding brand commitment.
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| 3. |
- Drennan, Todd
(författare)
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Global Consumer Online Purchase Intention : A Relationship Approach
- 2024
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- In today's rapidly evolving digital landscape, understanding global consumer online purchase intention is paramount for firms to thrive in international markets. This dissertation investigates the evolving relationships between buyers and sellers online, focusing on the online purchase intention of consumers labeled as "global consumers". The purpose of this dissertation is to provide insights into and broaden the knowledge of the global consumer online purchase intention. Employing a relationship marketing approach, this dissertation examines the effects of various cues and relational factors on global consumer online purchase intention. This dissertation is comprised of five papers, each contributing insight into the complexities of global consumer online purchase intention. Paper Ⅰ introduces a methodology for collecting large-scale, multinational data on global consumer online purchase intention. Papers Ⅱ–Ⅴ employ this methodology to investigate the impact of specific cues and relational factors on online purchase intention. Through a mix of qualitative and quantitative methods, including focus group interviews, standardized surveys, and experiments, this dissertation reveals a nuanced interplay between cues, relational factors, and online purchase intention. The findings highlight the importance of building strong consumer-brand relationships, establishing credible product ratings, strategically aligning brand perceptions, and fostering trust in online retailers to enhance global consumer purchase intention. Thus, this dissertation contributes to relationship marketing research by offering a different perspective on online global consumers and demonstrating the applicability of a relationship approach in understanding online purchase intention on a global scale. The insights gained have significant practical implications, emphasizing the need for online retailers to prioritize relationship building, personalization, ethical practices, and positive online experiences to succeed in the competitive global marketplace.
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| 4. |
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| 5. |
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| 6. |
- Drennan, Todd, et al.
(författare)
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Managing Marketing in the Context of International Online Purchasing
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- As e-commerce continues to expand cross-borders, marketing endeavours must adapt to the diverse consumer preferences. This study postulates that online purchasing, studied from a marketing point of view, and taking the fact that the internet makes the online market accessible cross-borders, would yield interesting managerial implications. To investigate this, we analyse an international dataset comprising 932 consumers from 65 countries, through the lens of established marketing concepts. The result shows that buying takes place on the internet and in a potentially very international setting. This study of marketing constructs (established and newer) in a cross-border online context shows significant behavioural characteristics relevant to decisions taken by firms on online internationalisation activities.
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| 7. |
- Drennan, Todd
(författare)
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The Impact of Online Ratings’ Volume and Valence on Consumer Purchase Intention
- 2014
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Annan publikation (övrigt vetenskapligt/konstnärligt)abstract
- Building on literature examining the influence of cues in online purchasing, this study examines how product ratings influence purchase intention during this early phase of the consumer journey. It investigates the capacity of online ratings to alleviate the challenges of consumer unfamiliarity with online retailers, a substantial barrier to establishing new business-to-consumer (B2C) relationships. Through three experiments, this study investigated (1) the impact of online ratings on perceived product quality and purchase intention, (2) the effectiveness of online ratings in reducing consumer unfamiliarity and enhancing initial engagement, and (3) the nuanced roles of the volume and valence of ratings when consumers are unfamiliar with the online retailer website. The results highlight the significant role of online ratings in overcoming the obstacle of consumer unfamiliarity and facilitating a smooth introduction to new market entrants. By demonstrating how visual cues such as online ratings serve to guide consumers in the early stages of buyer-seller relationships, this paper contributes to the cue-focused literature, emphasizing their importance in shaping initial purchase intention and fostering online purchase intention.
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