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Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations
Sara Kamal, Shu-Chuan Chu & Mahmood Pedram, The Journal of Interactive Advertising, Vol. 13, Issue 1 2013
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world.
Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world. This study investigates whethermaterialism, an important construct of consumer behavior, is a consequence of socialmedia usage, which also influences users' attitudes toward social media advertising (SMADV) among American and Arab young social media users. In addition, this study examines the relationship between materialism and purchase intention of luxury fashion goods across American and Arab users. Overall, the results suggest that Arab social media users exhibited higher levels of materialism and social media usage as well as more favorable attitudes toward SMADV than did American users. In both samples, social media usage positively predicts materialism and users' SMADV attitudes. Both samples showed positive relationships between materialism and purchase intention toward luxury fashion goods. Theoretical and managerial implications for global online advertisers are provided.
The history of men's underwear: How the simple things react to science and society
Dave McCaughan, ESOMAR, Congress, Atlanta, September 2012
This paper from Dave McCaughan, of McCann in Japan, uses the history of men's underwear to make a wider point about market research generally.
This paper from Dave McCaughan, of McCann in Japan, uses the history of men's underwear to make a wider point about market research generally. He argues that marketers and researchers are good at asking a lot of questions about current activities but are poor at considering that the reasons products are segmented, marketed and purchased have more to do with technology and social history. Categories don't exist on their own and he suggests the industry might want to spend more time thinking about their histories and their evolution in popular culture.
Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models
Debra Walmsley and Stephen Barr, ESOMAR, Insights, Brussels, February 2011
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies.
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.
Brand loyalty in the UK sportswear market
John Dawes, International Journal of Market Research, Vol. 51, No. 4, 2009, pp. 449-447
This study investigates brand loyalty and other brand performance metrics in the UK sportswear market.
This study investigates brand loyalty and other brand performance metrics in the UK sportswear market. It utilises consumer purchase data kindly provided by Taylor Nelson Sofres. The study finds that empirical regularities discovered by Andrew Ehrenberg and colleagues apply to sportswear brands – including iconic brands such as Nike and Adidas. The main findings are that: (1) sportswear brands enjoy polygamous loyalty from their buyers; (2) the market exhibits the classic double jeopardy pattern whereby smaller brands have slightly lower loyalty; (3) consumers switch between sports brands approximately in line with their market share; and (4) a brand’s performance with respect to any demographic based consumer sub-group is approximately the same as it is in the population generally – that is, sportswear brands tend not to have markedly different appeal to particular demographic segments. Therefore, even iconic brands and self expressive, emblematic product categories show predictable patterns in brand performance. These well-documented empirical patterns should be used by research providers and brand managers to contextualise brand performance.
The retail conversation - measuring communication techniques and resulting ROI
Karen Tillson and Robert Passikoff, ESOMAR, Retail and Shopper, London, March 2009
Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques.
Because consumers don’t buy clothing the way they buy computers, brands need a category-specific understanding of how to best engage consumers via creative retail communication techniques. As the consumer will be different by demographic, i.e. age cohort, what’s important to them, what they expect from a brand, and their emotional response to consumer touch points and the ways brands reach out to engage them will also differ. The research examines two of the strongest brands in the female specialty apparel category, Lucky and Kate Spade, and demonstrates which activities and touch points work best to activate an emotional bond among different audiences, while maintaining a consistent brand image. This research demonstrates how this emotionally-based consumer-centric view can measure ROI, by touch point, among age cohort groups. The findings are presented for four generational consumer cohorts; baby boomers; gen X; gen Y; and millennials.
Tradition Meets Technology: Can Mass Customization Succeed in China?
Kun Song and Ann Marie Fiore, Journal of Advertising Research, Vol. 48, No. 4, Dec 2008, pp. 506-522
This study examined Chinese consumers’ responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets.
This study examined Chinese consumers’ responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets. This study tested consumers’ value perception about apparel mass customization in the collectivistic Chinese market. Using an experimental design with Chinese respondents, we found that price and customization levels affect various aspects of perceived value that, in turn, affect behavioral intentions. The findings provide information needed for decision making about marketing strategies for companies that would like to implement mass customization in China.
Bag stories: What do bags say about women?
Greet Sterenberg, Wendy Hesseling and Ute Rademacher, ESOMAR, Qualitative Research, Istanbul, November 2008
The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them.
The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them. The aim was to learn whether the handbag can be used as a tool for generating female insights, helping us understand what really makes women tick by getting access to their handbag. Seventeen small, independent research companies participated, in 18 cities around the world. Respondents were mainly urban, higher educated, middle class women aged 16 to 50 years. Points covered included, history of the handbag, women’s ownership of bags, emotional connotations of bags and the roles a bag fulfils for its owner (and how these vary by culture). In addition to this, bags as a private area, how and why bags are acquired, increasing weight of bags, cost of bags and bags as fashion statements was also researched.
Devising the shopping experience, rooted in retail innovation - the Filocolore case
Lluís Martínez-Ribes, ESOMAR, Retail Conference, Valencia, February 2007
This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retailing.
This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retailing. The process includes market research and its strategic link with retail innovation. The paper analyses what has happened as well as key managerial learnings that may be useful for those who participating in an innovative project, especially for retailing firms.
Create wear - A process innovation that combines consumer insights and technology push
Laurent Ponthou and Emeric Mourot, ESOMAR, Conference on Digital Futures, Paris, March 2005
From a GSM jacket to “create wear”, this paper gives an example of process innovation on wearable communication using methodologies that combine consumer insights, technology advances, trend analysis and user tests.
From a GSM jacket to “create wear”, this paper gives an example of process innovation on wearable communication using methodologies that combine consumer insights, technology advances, trend analysis and user tests. The paper explores mixing techno push and market pull approaches in order to innovate, enriching the imagination of researchers with consumer feedback; involving users in a co-creation process, even though they have no specific ideas about the future or requirements; and the role of usage prototypes, consumer tests and media in exploring innovative technology ideas and finding market opportunities.
Refreshing the Eternal
Richard Buchanan, Kay Garmeson and Peter Cooper, Market Research Society, Annual Conference, 2005
Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand.
Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand. Research was in three phases: positioning, brand identity formation, and advertising. Argues that the principles and processes used apply to many other established products or brands faced with changing social trends and new competition, and which need to reappraise and re-express what they mean to consumers and the trade.
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