A Critical Spatial Approach to Marketplace Exclusion and Inclusion


Journal of Public Policy & Marketing

Spring 2013, vol. 32, pp.32-37

Départements : Marketing

Mots clés : social space, critical theory of space, retail space, marketplace diversity, marketplace exclusion

The authors apply insights from critical spatial theory to explore how space can be reimagined to be more inclusive. The meaning of spaces includes (1) objective physical space, (2) subjective imagined space, and (3) lived space used by consumers. The authors discuss several cases in which different social actors (i.e., consumers, marketers, businesses, and policy makers) exert various forms of agency to achieve power and control in the social space and maximize different goals. They also highlight how critical spatial theories can be extended by marketing researchers. Businesses sometimes have more diverse interests than merely profit maximization and can consider a wider array of other stakeholders' interests to ensure the long-term survival of the firm. Finally, the authors examine implications for public policy. They point out the usefulness of a critical spatial perspective in such areas as affordable housing, inclusive and democratic retail space development, spatial segregation, and suburban sprawl

Factors Affecting Judgments of Prevalence and Representation: Implications for Public Policy and Marketing


Journal of Public Policy & Marketing

printemps 2013, vol. 32, n°Special Issue, pp.112-118

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Minorities, Frequency estimation, Advertising models, Television, Public policy, Media issues

Public policies are typically established to eliminate important social problems (e.g., minority discrimination, crime, poverty). In addition, the importance of these problems, and urgency people feel about addressing them, is influenced by perceptions of their prevalence. These perceptions, however, can be unwittingly biased by extraneous sources of information that lead some people to either overestimate or underestimate the seriousness of the problem at hand. The authors review empirical work on the construction of perceptions of frequency and representativeness and the processes that underlie them. They show that these perceptions are often biased in ways that differ over segments of the population. They conclude with a discussion of implications of these findings for developing public policy initiatives and de-biasing strategies

Integrating Consumer Characteristics into the Stochastic Modelling of Purchase Loyalty

C. Rungie, M. Uncles, G. LAURENT

European Journal of Marketing

2013, vol. 47, n°10

Départements : Marketing

Purpose - This paper extends a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach, average purchase frequency, sole buying, share of category requirements, repeat purchase and so forth. The result is to integrate consumer-based segmentation into previously unsegmented stochastic models of brand performance.Design/methodology/approach - This paper describes a model for predicting BPMs. Covariates are then introduced into the model, with discussion of model specification, model estimation, overall model assessment, and the derivation of generalized theoretical BPMs. The outcome is a practical procedure for behavioral loyalty segmentation.Findings - The implications for strategy and management in applying covariates to the BPMs are considerable. Where there are concentrations of consumers with high repeated purchase/consumption then many aspects of the marketing mix will be affected. An investigation of the role of covariates in understanding BPMs in the laundry detergent market is presented as an example and ways for market analysts to display results are demonstrated.Originality/value - Despite the fact that BPMs are the best operationalization of behavioral loyalty, until now there has not been a model to evaluate the impact of consumer characteristics as covariates on these BPMs. This paper’s original contribution includes a model which fits covariates to the BPMs. New statistical and graphical methods are described. Computer software for fitting the model and generating the output is available from the authors

Line Extension Asymmetry: Higher-Quality Line Extensions Help Lower-Quality Line Extensions Do Only Little Harm


GfK Marketing Intelligence Review

mai 2013, vol. 5, n°1, pp.31-37

Départements : Marketing

Mots clés : Brand Management, Line Extensions, Product Lines, Brand Evaluations

Reconceptualizing materialism as identity goal pursuits: Functions, processes, and consequences


Journal of Business Research

août 2013, vol. 66, n°8, pp.1179-1185

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Materialism, Goal pursuit, Self-identity well-being

This article proposes an expanded conceptualization of materialism that grounds materialism in research on the self. The article stresses the functions of materialistic goal pursuit, the processes by which these functions are developed and implemented, and their potential consequences. This functional perspective views materialistic behavior as motivated goal pursuit intended to construct and maintain self-identity, and defines materialism as the extent to which people engage in identity maintenance and construction through symbolic consumption. The article discusses the utility of this conceptualization of materialism in relation to other conceptualizations and suggests avenues for future research

Social Commerce: A Contingency Framework for Assessing Marketing Potential


Journal of Interactive Marketing

novembre 2013, vol. 27, n°4, pp.311-323

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Social commerce, Social media, Social networks, Online communities, Consumer decision process, Facebook, F-commerce, Digital marketing strategy

A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of social commerce present a variety of perspectives, but the core issue remains unresolved. This paper aims to make two contributions. First, to address the lack of clarity in the literature regarding the meaning and domain of social commerce, the paper offers a definition stemming from important research streams in marketing. This definition allows for both a broad (covering all steps of the consumer decision process) and a narrow (focusing on the purchase act itself) construal of social commerce. Second, we build on this definition and develop a contingency framework for assessing the marketing potential that social commerce has to offer to firms. Implications for researchers and managers, based on the proposed definition and framework, are also discussed

The effects of visual rejuvenation through brand logos

B. KOCHER, B. Müller, A. Crettaz

Journal of Business Research

2013, vol. 66, n°1, pp.82-88

Départements : Marketing

Mots clés : Brand logo Modernity Change Brand loyalty Brand attitude

This research investigates the phenomenon of brand revitalization by exploring the effects of logo similarity and type of logo on brand modernity and brand loyalty. An experiment involving 385 respondents shows that logo redesign affects the perception of brand modernity. The proposed model highlights the importance of certain logo characteristics in explaining logo attitude and demonstrating the effects on brand modernity, brand attitude, and finally, brand loyalty. Results contribute to filling the gap of existing theory in this research field

Understanding Poverty and Promoting Poverty Alleviation through Transformative Consumer Research

C.P. Blocker, J. Ruth, S. Sridharan, C. Beckwith, A. Ekici, M. Goudie-Hutton, J. A. ROSA, B. SAATCIOGLU, D. Talukdar, C. Trujillo, R. Varman

Journal of Business Research

août 2013, vol. 66, n°8, pp.1195-1202

Départements : Marketing

Mots clés : Poverty, Subsistence marketplaces, Transformative consumer research, Felt deprivation, Power

Consumer research holds potential for expanding society's understanding of how people experience poverty and mechanisms for poverty alleviation. Capitalizing on this potential, however, will require more exploration of how consumption experiences shape individual and collective well-being among the poor. This article proposes a framework for transformative consumer research focused on felt deprivation and power within the lived experience of poverty. The framework points to consumer choice, product/service experiences, consumer culture, marketplace forces, and consumption capabilities as research streams with potential to help alleviate poverty. Future research in these areas will expand pathways for transforming the lives of the poor by alleviating stress, engaging marketplace institutions, fulfilling life aspirations, leveraging trust and social capital, and facilitating creativity and adaptation

Using Blogs to Solicit Consumer Feedback: The Role of Directive Questioning Versus No Questioning

C. Balagué, K. DE VALCK

Journal of Interactive Marketing

février 2013, vol. 27, n°1, pp.62-73

Départements : Marketing, GREGHEC (CNRS)

Mots clés : Blogs, Directive questioning, Market research, Online consumer feedback

Despite increasing adoption of social media for market research, the effect of the design of Web 2.0 platforms on the quantity and quality of market insights obtained is unclear. With a field experiment, this article addresses the effect of participant interaction and the role of questioning on the performance of blog platforms that aim to solicit online consumer feedback. We show that the role of questioning is a key determinant of the protocol design decision process. In contrast with the industry standard of directive questioning and the intuitive appeal of a collective protocol in a social media setting, this study shows that no questioning, combined with an individual protocol, results in the best feedback quality. The analyses also highlight the value of an individual, no questioning protocol for performance over time and insights in consumers' experiential consumption and personal backgrounds. In terms of feedback quantity, protocols that combine directive questioning with a collective setting are best. These actionable recommendations indicate how market researchers can design online blog plat forms to improve consumer feedback quantity and quality