Search

Marketers commonly use consensus cues about others' behavioral choices ("best seller") or their attitudes ("top rated") when labeling products. This article suggests that the effectiveness of these types of cues may differ across cultures in ways that carry implications for marketing practice. Prior research shows that in contexts that give rise to an interdependent cultural self-construal, choices are often responsive to social expectations rather than personal preferences. We propose that, because interdependents expect such behavioral conformity, cues that convey consensus about others' choices may be less diagnostic and, thus, less persuasive than cues that convey consensus about others' attitudes. Five studies examining cultural self-construal in multiple ways, along with two cross-national industry datasets, offer evidence consistent with this reasoning, suggesting that, among interdependents, behavioral consensus cues can actually be less effective than attitudinal ones, reducing persuasion and willingness to pay. However, among independents, because attitudes are assumed to influence behavioral choices, whether the consensus cue is attitudinal or behavioral makes little difference. [ABSTRACT FROM AUTHOR]

To promote an academic library makerspace, the University of Mississippi Libraries hosted a "3D selfie" booth which used body scanning technology. This booth, advertised on campus and set up outside the library during the first weeks of class, was designed to attract attention and perform outreach through the use of body scans to be printed in the makerspace at a later date. Although the hoped-for printing of "selfies" did not materialize, the project resulted in data about interested patrons and ideas for similar projects going forward. This paper serves as a case study for other academic library makerspaces interested in similar outreach. [ABSTRACT FROM AUTHOR]

African catfish farmers used animal waste as feed to reduce production costs, a practice that raised concerns among consumers, causing them to avoid it. Consequently, this study aimed to explore factors that influenced the acceptance of farmed African catfish. The data survey involving 2294 participants from Egypt was analyzed using descriptive statistics and the chi-square test. The results indicated that 67% of participants abstained from consuming it, while 2.30% consumed it regularly. The chi-square test revealed significant consumption pattern variations (p < 0.05) based on most demographic factors. Entirely, 43% were uninformed about the nutritional value, market availability, and the potential impact of using aquafeeds on pricing. About 55–57% lacked information on feeding practices, had quality concerns, viewed catfish consumption as a health risk, and were unaware of its prices. Additionally, 68% were worried about pollution, and 76% found the available information insufficient. The main reasons for this challenge lie in consumers' health, religious, and psychological concerns. To address this, we propose a targeted marketing strategy focusing on improving safety and quality through safe and cost-effective aquafeeds. This involves requiring farmers to obtain quality certifications and adhere to best management practices, adding value to the product, and transparent communication with consumers to provide them with reliable information about cultivation practices and the nutritional value of African catfish. Effective collaboration among key stakeholders in implementation, efficient sector management, establishing an activity licensing system, and prohibiting current feeding practices will enhance sustainable demand and reverse the declining production trend of this promising species. [ABSTRACT FROM AUTHOR]

Objectives. To test whether countermarketing messages for sugary drinks lead to lower intentions to consume sugary drinks and less perceived weight stigma than health education messages. Methods. In August 2023, we conducted an online randomized controlled trial with US adults (n = 2169). We assessed the effect of countermarketing messages, health education messages, and neutral control messages on intentions to consume sugary drinks and perceived weight stigma. Results. Both countermarketing messages (Cohen d = −0.20) and health education messages (d = −0.35) led to lower intentions to consume sugary drinks than control messages (P s <.001). However, both types of messages elicited more perceived weight stigma than control messages (d s = 0.87 and 1.29, respectively; P s <.001). Countermarketing messages were less effective than health education messages at lowering intentions to consume sugary drinks (d for countermarketing vs health education = 0.14) but also elicited less perceived weight stigma than health education messages (d = −0.39; P s <.01). Conclusions. Countermarketing messages show promise for reducing sugary drink consumption while eliciting less weight stigma than health education messages, though they may need to be refined further to minimize weight stigma and maximize effectiveness. Clinical Trial Number. ClinicalTrials.gov NCT05953194. (Am J Public Health. 2024;114(12):1354–1364. https://doi.org/10.2105/AJPH.2024.307853) [ABSTRACT FROM AUTHOR]

The use of celebrity endorsement as part of the overall marketing communication plan is growing in importance. Similarly, celebrity endorsement helps to advertise offerings and draw customers’ attention. Thus, the current study sought to examine celebrity endorsement, customer attitude, and brand selection as determinants of the fast-food industry performance. A cross-sectional survey of 550 fast food customers was conducted in Harare, Zimbabwe between February and March 2023. A purposive sampling method was used to select respondents. The study’s findings confirm all direct relationships. A partial mediation effect of brand awareness and customer attitude on the celebrity endorsement and fast food performance relationship was also confirmed. Also, customer age and perceived service quality were found to moderate the relationship between celebrity endorsement and fast food industry performance relationship. Management within the fast food industry were advised not to treat all the study variables in isolation since they complement each other. This is meant to improve the performance of firms within the retail fast food industry. The current study findings are useful as no study has been conducted within emerging markets within the sub-Saharan region to focus on customer attitude and brand selection as mediators between the celebrity endorsement and business performance relationship within the fast food industry. Moreover, little is known about prior studies that included customer’s age and perceived service quality as moderators of the effect of celebrity endorsement on retail business performance. Thus, the current study findings narrow this knowledge gap in the literature. [ABSTRACT FROM AUTHOR]

We conducted two experiments that tested for conflation of fictitious disease awareness and prescription drug promotional communications in a television advertising context and whether similarity, proximity, and number of exposures to the disease awareness communication contributed to this conflation. Study 1 involved a 1-h television segment, and Study 2 used a longitudinal design with participants exposed to communications over time. The promoted product was indicated to treat asthma. Participants (Study 1, n = 2190; Study 2, n = 1621) were adults who had experienced asthma or asthma symptoms. In Study 1, mere exposure to disease awareness communication prompted benefit and risk conflation, but the degree of similarity or proximity did not have an effect. In Study 2, similar ads prompted greater conflation of benefits than distinct ads, and greater conflation of risks occurred with greater proximity to disease awareness and promotional communications. In addition, asthma knowledge, health literacy, and perceived ad effectiveness increased conflation of benefits in both studies but tended not to modify the impact of similarity or proximity. The findings demonstrate the potential for disease awareness communications to confuse consumers regarding the benefits and risks of a drug. [ABSTRACT FROM AUTHOR]

The current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads' capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it). [ABSTRACT FROM AUTHOR]

Should online retailers be concerned about being perceived as ethical? Previously, researchers found that being perceived as ethical can help online retailers develop trust and satisfaction among consumers and convert them into loyal customers. Most studies have focused on the role of online retailers' ethics in enabling trust, satisfaction, and loyalty; almost none of the previous studies have focused on its impact on consumer–brand relationships, such as brand love. We investigated how becoming ethical can help online retailers garner brand love. The dataset (n = 407) was sourced from an online survey using a structured questionnaire. We tested the influence of the multidimensional construct of ethics of online retailing on brand love and the influence of brand love on trust, satisfaction, and loyalty. This research finds that being perceived as ethical can help online retailers enhance brand love and gain consumers' trust, satisfaction, and loyalty. [ABSTRACT FROM AUTHOR]

With the increasing use of social media and the proliferation of digital applications, dark patterns have become a significant concern due to their potential impact on user behavior. These patterns aim to influence user engagement and impulse buying in ways that are often subtle and undesired. Despite the importance of this issue, there is a lack of research examining the effects of dark patterns on engagement and impulse buying behavior, particularly in the Middle East. This study investigates key factors associated with dark patterns on social media that impact user engagement and influence impulse buying behavior. A Google Forms survey was conducted with 492 participants from PSUT in Jordan, and SEM was employed for hypothesis testing. The study found that time, effort, pleasure, and social acceptance significantly positively influence user engagement, while non-routine behavior exerts a negative influence. Furthermore, engagement demonstrated a significant positive effect on impulse buying behavior. Marketers should prioritize genuine connections and ethical practices to maintain trust and respect user autonomy. Dark patterns can erode trust and harm long-term relationships, emphasizing the need for transparency, social proof, and ethical data handling. This research addresses a significant gap in understanding the influence of dark patterns on consumer behavior. [ABSTRACT FROM AUTHOR]

Aims: The aim of this study is to identify cannabis products according to their appeal among young adults and measure product sales trends. Design, setting and participants: This was a retrospective comparative study using point‐of‐sale data from licensed recreational cannabis retailers that include buyer age with birth year entered by retailers, set in California, USA. Cannabis purchases by young adults (aged 21–24, GenZ) were compared with older adults (age 25+) over 4 years (2018–21). Measurements: Sales for six cannabis product categories were analyzed using a commercial data set with imputations and a raw data set. Age‐appeal metrics were dollar and unit sales to young adults, and dollar and unit share ratios (young adults/older adults), where a share ratio of 100 denotes age‐appeal comparability. A product category was considered more young‐adult appealing than others if its mean on a metric was at least one standard deviation above the grand mean across all product categories. Findings Flower (cannabis plant material) and vapor pen appealed to young adults based on absolute dollar sales, dominating young‐adult spending compared with other cannabis products (37.24 and 31.83%, respectively). Vapor pen and concentrate appealed to young adults based on dollar share ratios of 152, meaning these products comprised a 52% greater share of young‐adult cannabis spending relative to older‐adult spending (31.83/20.97% and 10.47/6.88%, respectively). Less appealing to young adults were pre‐roll, edible/beverage and absorbable products (tincture/sublingual, capsule and topical). Flower showed the largest dollar sales growth (B = +$3.50 million/month), next to vapor pen (B = +$1.55 million/month). Vapor pen tied for highest growth in the percent of product dollars from the largest package size (B = +0.85%/month) and showed the steepest price decline (B = −0.53 price per gram/month). Conclusions: In California, USA, from 2018 to 2021, relative to older adults, young adults spent a greater share of their cannabis dollars on vapor pen and concentrate (products with high potency of delta‐9‐tetrahydrocannabinol). [ABSTRACT FROM AUTHOR]

Background: E-cigarette advertising, which often includes various features, may prompt e-cigarette use and product switching. This study examined the associations between noticing e-cigarette ad features and perceived product appeal and interest in completely switching from cigarettes to advertised e-cigarettes among young adult dual users of both products. Methods: We analyzed data from an online heatmap experiment among young adult dual users defined as established cigarette smokers who currently used e-cigarettes (ages 18-34 years; n = 1,821). Participants viewed 12 e-cigarette ads, clicked on ad features (e.g., fruit flavors, nicotine warnings, price promotions, smoker-targeted claims) that attracted their attention (defined as "noticing"), and answered questions about e-cigarette product appeal and interest in completely switching from cigarettes to the e-cigarettes shown. We examined within-person associations between noticing specific ad features and outcomes, controlling for demographic and tobacco use-related characteristics. Results: Noticing fruit flavors (AOR = 1.67 and 1.28) and fruit images (AOR = 1.53 and 1.21) was positively associated with having any e-cigarette product appeal and switching interest. Noticing price promotions (AOR = 1.23) was positively associated with product appeal. In contrast, noticing nicotine warnings (AOR = 0.74 and 0.86), smoker-targeted claims (AOR = 0.78 and 0.89), and tobacco flavors (AOR = 0.92 and 0.90) was negatively associated with product appeal and switching interest. Conclusions: Noticing certain e-cigarette ad features (e.g., fruit flavors and nicotine warnings) may be associated with product appeal and/or switching interest among young adult dual users. More research is needed to assess the influence of e-cigarette ad features that promote product switching interests among cigarette smokers while discourage interests among tobacco-naïve individuals. [ABSTRACT FROM AUTHOR]

Food diaries on social media, known as "what I eat in a day" (WIEIAD) content, are increasingly popular across a variety of platforms, and can potentially affect audiences' attitudes and behaviors regarding diet. WIEIAD content is frequently posted by social media influencers (SMI), who have powerful and persuasive effects on their audiences. Using expectancy-value and social norms as theoretical frameworks, this study examines characteristics of SMIs and the way they talk about diet. A mixed-methods content analysis of YouTube vlogs (n = 83) posted from October 2015 to October 2016, and October 2021 to October 2022 was conducted on SMIs who post WIEIAD vlogs. Results suggested that influencers may want to embrace body positivity, but their WIEIAD day content contains weight normative messaging. Furthermore, influencers send messages about what health should look like and assign social identities to specific diets. Aside from sponsorship, influencers use other persuasive strategies to grow large followers, such as listing positive expectancies of their diets. Future research should examine the effects of WIEIAD content on diet-related attitudes and behaviors. [ABSTRACT FROM AUTHOR]

The purpose of this study is to investigate the role of consumer ethnocentrism and xenocentrism beliefs in influencing purchase behavior in India. Given its status as the most populous nation globally, with diverse consumer cultures and backgrounds, understanding Indian consumers' biases toward domestic and foreign products holds significant value for both researchers and practitioners in refining their marketing communication strategies. A technology product, specifically a laptop computer, was selected to examine the ethnocentrism and xenocentrism tendencies of Indian consumers. Data (n = 373) for the study were collected through personal interviews with Indian consumers. The study's results indicate that both perceived brand image and brand attitudes exerted a robust positive influence on Indian consumers' purchase intentions for laptop computers. While the direct effects of ethnocentrism and xenocentrism on purchase intentions were minimal, they acted as moderators in the relationship between brand image, brand attitude, and purchase intentions for foreign brands. Developing a strong brand image and fostering positive brand attitudes should be prioritized in marketing communication campaigns to enhance global brand management. [ABSTRACT FROM AUTHOR]

This research reveals how a fundamental and pervasive psychological state, feeling powerful, asymmetrically impacts consumers' construction of and response to communications. For senders, power reduces consumers' need-for-justification and lowers the degree of support they seek and use to construct their communications. This lowered degree of support is evidenced by reduced information search, the use of fewer rational-based arguments, and a greater reliance on more concise language. In contrast, for receivers, power increases consumers' expectations for others to justify their positions. As a result, high-power receivers require a greater degree of support in communications from others. Based on a need-for-justification mechanism, the current work derives and demonstrates theoretically driven boundary conditions (e.g. attenuation when a heightened need-for-justification or support already exists) of this relationship. Together, these results provide new insights into how power influences consumers' need-for-justification and how this need affects the ways that consumers construct and respond to communications. [ABSTRACT FROM AUTHOR]

Firms often emphasize "green" benefits for products that are only partially more sustainable than alternatives (e.g., a more sustainable packaging with similar product ingredients). The current article posits that such strategies can lead to a perceived claim–fact discrepancy and examines to what extent this makes consumers feel deceived and detracts from attitudes and purchase intentions, even though consumers can intrinsically value the (partial) sustainability improvements. In addition, given that marketing communication often relies on puffery such as exaggerated language and (visual) hyperbole, the article also investigates the effect of the use of puffery versus more subdued claims. Findings from two experiments unveil that when the actual sustainability of packaged products is (partially) discrepant with an overt sustainability claim, this leads to higher perceived deception. The use of puffery has both pros and cons, such that it adds to perceived sustainability but also to perceived deception, and it moderates the effects of actual sustainability. Furthermore, the results provide initial support for the idea that sustainability improvements in only peripheral attributes (packaging) are perceived as more deceptive than sustainability improvements in only central attributes (product contents). [ABSTRACT FROM AUTHOR]

Aims This study explores perspectives of on-pack alcohol warning labels, and how they might influence alcohol purchase and/or consumption behavior to inform culturally appropriate label design for effective behavior change. Methods New Zealand participants ≥18 years, who reported having purchased and consumed alcoholic beverages in the last month were recruited via a market research panel and grouped into 10 focus groups (n  = 53) by ethnicity (general population, Māori, and Pacific peoples), age group, and level of alcohol consumption. Participants were shown six potential alcohol health warning labels, with design informed by relevant literature, label framework, and stakeholder feedback. Interviews were transcribed and analyzed via qualitative (directed) content analysis. Results Effective alcohol labels should be prominent, featuring large red and/or black text with a red border, combining text with visuals, and words like "WARNING" in capitals. Labels should contrast with bottle color, be easily understood, and avoid excessive text and confusing imagery. Participants preferred specific health outcomes, such as heart disease and cancer, increasing message urgency and relevance. Anticipated behavior change included reduced drinking and increased awareness of harms, but some may attempt to mitigate warnings by covering or removing labels. Contextual factors, including consistent design and targeted labels for different beverages and populations, are crucial. There was a strong emphasis on collective health impacts, particularly among Māori and Pacific participants. Conclusions Our findings indicate that implementing alcohol warning labels, combined with comprehensive strategies like retail and social marketing campaigns, could effectively inform and influence the behavior of New Zealand's varied drinkers. [ABSTRACT FROM AUTHOR]

Recognizing that the waste of imperfect produce contributes to the global environmental crisis, the authors conduct three studies examining whether retailers can use anthropomorphizing marketing techniques to make irregular‐appearing produce more attractive and increase purchase intentions. Based on the exemplar model theory, Study 1 shows that when retailers place googly eyes on pictures of irregular‐appearing produce, consumers judge the product according to multiple exemplars as they do when they evaluate humans. The multiple esthetic cues cause them to perceive irregular produce as more attractive. Study 2 replicates Study 1 by using human names as the anthropomorphic cues, demonstrating that anthropomorphism can increase purchase intentions toward irregular‐appearing produce. Study 3 further shows that the anthropomorphism effects hold for irregular‐appearing produce from corporate farms and not from local farms. The differences occur because consumers expect corporate farms to conform to standardized esthetic norms but expect local farms to market irregular‐appearing produce. When expectations are aligned, anthropomorphism is more likely to cause consumers to diversify esthetic cues, but not when expectations are disassociated. The article concludes with suggestions for promotion strategies that use anthropomorphizing to change attitudes and increase purchase intentions toward irregular‐appearing produce. [ABSTRACT FROM AUTHOR]

The article explores the future of aromatherapy as a profession after the COVID-19 pandemic. Topics discussed include ecological sustainability, economic sustainability and social sustainability of aromatherapy, sustainability as a profession, application of sustainable agriculture sustainable aromatherapy practice, strategies for ensuring sustainability, and strategies for sustaining the future of the practice of aromatherapy.

In the current digital era, there is a shift in marketing where everything is online, this requires business people to create marketing strategies in accordance with current trends such as marketing using influencers. This study aims to determine the effect of Influencer Product Congruence and Influencer Consumer Congruence on Intention to Purchase mediated through Attitude on Influencer Tasya Farasya. To determine the effect of Influencer Product Congruence and Influencer Consumer Congruence on Intention to Recommend mediated through Attitude on Influencer Tasya Farasya. This research is a type of quantitative research. The sample in this study was 260 respondents. The primary research data collection technique was carried out by distributing questionnaires using Google Form which were analyzed using the Structural Equation Model (SEM) approach. The results of the study indicate that there is a positive influence of Influencer Product Congruence and Influencer Consumer Congruence on Attitude, there is a positive influence of Attitude on Intention To Purchase and Intention To Recommend, there is a positive influence of Intention To Purchase on Purchase Decision and Repurchase Intention, there is an influence of Influencer Consumer Congruence and Influencer Consumer Congruence mediated by Attitude on Intention to Purchase, there is a positive influence of Influencer Product Congruence and Influencer Consumer Congruence mediated by Attitude on Intention To Recommend. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying mechanism and identifying three theoretically driven moderators that could mitigate this negative effect. Design/methodology/approach: The paper uses secondary data at the country level and conducts three experiments involving participants from the USA and Germany. Findings: The results suggest that the adverse impact of PDB on DIY preference exists through the underlying mechanism of attitude toward customer power. This negative effect can be mitigated when individuals with high PDB focus on status, find themselves in a position of low power or engage in activities within a private consumption setting. Practical implications: For DIY companies, this study offers crucial insights into the impact of cultural values on consumers' DIY preferences. By customizing their marketing communications, companies can resonate with high PDB customers more effectively. Originality/value: This research enhances DIY literature by introducing novel moderators within a theoretical framework, explaining why DIY preference might be low among individuals with high PDB and suggests ways to attenuate this effect. [ABSTRACT FROM AUTHOR]

With the rapid development of science and technology, artificial intelligence technology benefits the field of marketing. Based on artificial intelligence technology, media communication marketing has enriched marketing means and adopted virtual endorsers for marketing publicity. From the perspective of virtual endorsers interaction, this paper studies the impact of virtual endorsers interaction on consumers' brand attitude, conducts empirical analysis through situational experiments and explores the internal mechanism, and finds that: (1) Product involvement moderates the impact of "whether virtual endorsers interact with people" on consumers' brand attitudes. For products with high involvement, virtual endorsers have a significant positive impact on consumer brand attitudes when interacting with people. For low-involvement products, "whether virtual endorsers interact with people" has no significant impact on consumers' brand attitudes; (2) Self-identity plays a mediating role in this regulation. This paper verifies the feasibility of the application of artificial intelligence in media communication marketing to a certain extent, which will help to enrich the related research of virtual spokesmen. At the same time, it provides suggestions and references for enterprise marketing practice. [ABSTRACT FROM AUTHOR]

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free...') across tobacco use subgroups and (ii) qualitative interviews (n  = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation. [ABSTRACT FROM AUTHOR]

This study investigates how different formats of brand placement disclosures influence brand recall and brand attitude in music videos. Four formats of disclosures presenting different visual characteristics (textual and pictorial vs textual only) and auditory features (brand melody vs silent) are tested. The research adopts a multimethod approach combining eye-tracking, electrodermal activity, and self-reports. Results show that disclosures including higher visual information content positively influence the awareness of embedded advertising in music videos and the attention paid to the disclosure. Brand melodies prove to be effective to increase attention to the disclosure only when paired with textual and pictorial disclosures. Further empirical evidence demonstrates the positive indirect effect of disclosures on brand recall and brand attitude. Brand placement disclosures are shown to function as primes that can enhance brand attitudes and recall. Implications for marketing communication managers and policymakers in terms of advertising fees, contractual requirements, disclosures' design, and policy recommendations are discussed. [ABSTRACT FROM AUTHOR]

PurposeMethodology/approachFindingsResearch implicationsPractical implicationsOriginality/value/contributionCompanies are engaging in strategies for differentiation in cooperation, resulting in a notable increase in co-branding alliances. However, the scientific community lacks identification of which co-branding subtopics are investigated in B2B markets, their challenges, and the methodological characteristics of the studies. This study systematically investigates the academic literature regarding B2B co-branding.Based on the Prisma protocol, the authors employed a systematic literature review, integrating data from 26 articles and identifying seven main themes. These themes were clustered and associated with the methodological profiles of the studies.Although there is limited research on B2B co-branding, its aspects align with findings in the B2C domain. Topics within co-branding involving brand equity, financial performance, marketing mix, and characteristics of allied companies were conducted through surveys, quasi-experiments, and experiments in research with quantitative approaches. Conversely, the other topics found in research use a qualitative approach and methods. In the content we found, companies with comparable brand equity share equal benefits. Those with lower equity gain more, and those with higher equity benefit from functional advantages. Selecting the right partner is critical. Financial returns vary among allies and depend on environmental conditions, resource allocation, and interdependence. Furthermore, ingredient branding is the most researched modality in the industrial context, and tests involving specific procedures or relationships to implement a successful co-branding strategy require more robust research.The review highlights findings similar to those observed in B2C markets, including the importance of partner selection, the potential for enhancing brand equity (especially for weaker brands), positive customer attitudes toward co-branding, and the possibility of achieving financial returns. In addition, this study demonstrates the need for more experimental studies on some of these topics, such as relationship management and determination of co-branding establishment.This research enables B2B managers to analyze common practices, characteristics, types of partnerships, and their impacts to facilitate decision-making before implementing co-branding strategies.This research enhances understanding of co-branding for the B2B market and compares knowledge when the co-branding strategy is directed toward B2C consumers. [ABSTRACT FROM AUTHOR]

This paper explores the influence of electronic word-of-mouth (e-WOM) on consumer purchasing intentions for organic food products. As consumers increasingly turn to online reviews, social media discussions, and peer recommendations for information, e-WOM has become a critical factor in shaping perceptions and decisions regarding organic products. The paper analyzes various e-WOM forms, including online reviews, social media endorsements, and influencer-driven content, to assess their role in consumer behavior towards organic food. Key findings suggest that e-WOM affects consumer attitudes and trust, ultimately influencing their purchase intentions. Positive e-WOM enhances the perceived quality and credibility of organic products, while negative feedback can deter potential buyers, highlighting the power of social proof in organic food marketing. Additionally, factors like message credibility, source trustworthiness, and the emotional appeal of e-WOM significantly impact consumer responses. This study also examines the moderating effects of demographic variables, such as age, education level, and income, which alter how different consumer groups respond to e-WOM in the organic food context. The findings underscore the importance of e-WOM as a marketing tool and suggest that organic food brands should focus on managing their online reputation to maximize positive consumer engagement. By understanding the dynamics of e-WOM, businesses can better design strategies to promote organic products and build stronger, trust-based relationships with consumers, ultimately fostering a higher adoption of organic food in mainstream consumer markets. [ABSTRACT FROM AUTHOR]

The engagement between markets and cultural hegemonies is shaped by the politics that promote or deny the emergence of fresh legitimations in response to the opportunities offered to consumers by new commodities. In the case of Islam and the assisted reproductive technology (ART) market, core cultural values concerning procreation, family and lineage come into direct conflict with the potential consumer demand generated by new ART technologies. Shaped by the character of multiple Islamic modernities and the authority structures of religion and state, it is the Shi'a–Sunni divide which most illuminates the politics of emergence driving the different Islamic responses to those cultural tensions. In Sunni states the hegemonic challenge of the ART commodity market is contained by the senior clerics, the traditional intellectuals of Islamic authority, often acting in concert with the state apparatus. In contrast, in Shi'a states the flexibility of its religious authority structures underpinned by the principles of ijtihad allows the formation of an alliance between traditional and medical organic intellectuals which facilitates the consumer choice of both ART commodities and legitimating values. However, what remains unresolved is the long‐term impact of that trasformismo on the stability of the social structures which the Shi'a moral economy serves. [ABSTRACT FROM AUTHOR]

In the contemporary landscape, artificial intelligence (AI) emerges as a pivotal technological force, revolutionizing business operations with innovative solutions. While the existing body of knowledge has extensively delved into various facets of AI, a noticeable gap exists in systematically consolidating current research. To fulfill this gap, this study employs a bibliometric analysis, providing a comprehensive overview of AI in marketing literature. The article shed light on key journals, authors, publications, and research themes in the AI field. The findings offer valuable insights for researchers, pinpointing areas needing attention and suggesting directions for future research. Beyond academia, the study extends practical recommendations for effective AI strategy implementation, emphasizing adaptability and ethical considerations in marketing. This research not only contributes to consolidating AI knowledge but also furnishes strategic guidance for both academic and professional stakeholders. [ABSTRACT FROM AUTHOR]

Electric vehicles (EVs) represent a new consumer choice option with regard to vehicle purchases. Men, in general, report being interested in purchasing EVs, but traditional masculinity ideology, and in particular masculinity contingency, may be linked to negative attitudes toward EVs and reluctance to purchase EVs. Using data from 400 U.S. cisgender men, this study examined the links between masculinity contingency, EV-attitudes, EV-purchase intention, and viewing EVs as the least-favorable option for a new vehicle purchase. Consistent with hypotheses, masculinity contingency was linked with less favorable attitudes about EVs, lower intention to purchase EVs, and higher likelihood of rating EVs as the least-preferred new vehicle purchase option. The results are discussed in terms of applying masculinities theories to consumer and market research, and in terms of clinical work with men. Public Significance Statement: The study indicates that masculinity contingency, or the degree to which one's self-worth is threatened by threats to masculinity, is linked to decreased consumer preference for electric vehicles. This study highlights the importance of masculinity in understanding consumer choices. [ABSTRACT FROM AUTHOR]

In this research, we propose that although consumers view the scientific process as competent, they also perceive it as cold. Across 10 experimental studies, we demonstrate that these lay beliefs impact consumers' reactions to marketers touting the science behind their brands. Specifically, since hedonic attributes are associated with warmth, the coldness associated with science is conceptually disfluent with the anticipated warmth of hedonic products and attributes, reducing product valuation. In contrast, when products are positioned as utilitarian, invoking science in marketing appeals has a positive effect, as the perceived competence of the scientific process is more compatible with the competence associated with utilitarian products. We further demonstrate that when the necessity of science to create a hedonic product is made salient and thus more fluent, this backfire effect is attenuated. Finally, we identify three theoretically and practically relevant individual differences (endorsement of the lay belief, trust in scientists, and whether the consumer works in a STEM field) that moderate the backfire effect of pairing science with hedonically positioned products. [ABSTRACT FROM AUTHOR]

Growing environmental awareness has prompted consumers, marketers, researchers, and policymakers to adopt various green methods and strategies in addressing environmental challenges. This research paper aims to examine the influence of marketing strategies employed by environmentally conscious companies on consumer purchase decisions, with a specific focus on consumer perceptions of green products. The study primarily targets consumers who have previously purchased green products in order to accomplish this objective. Statistical analysis reveals a significant relation between Product Factors, Marketing Strategies, and Consumers' Green Values. The research data was collected from a sample size of 118 individuals. Building upon existing literature, this study contributes to a deeper understanding of the impact of marketing strategies on consumer behavior, particularly in the context of environmentally friendly products. The research findings reveal that consumers are highly concerned about environmental protection and have a positive attitude towards green products. They prioritize ecological sustainability and show an increasing adoption of environmentally friendly items. [ABSTRACT FROM AUTHOR]

Development of live shopping has introduced a new form of celebrity endorsement. This study examines the impact of negative news related to streamers on viewers' purchasing behaviour during live streaming, considering different types of negative news. Drawing on research related to celebrity endorsement and information dissemination, this study presents the results from one natural experiment and four lab experiments. The findings suggest that negative news about streamers, as well as their responses to such news, positively influence viewers' purchasing behaviour during live streaming, which is mediated by their visit to the live streaming. Furthermore, the study reveals that negative news related to streamers' personal behaviour has a more positive impact than negative news related to the product they are selling. The positive effect of response to negative news is weakened when the response seems to protect the wrongdoers. This study contributes to the development of endorsement theory, retests the model of the endorser effect, and expands the literature about celebrity scandals. Additionally, the findings provide practical suggestions for retailers and streamers who are dealing with negative news. [ABSTRACT FROM AUTHOR]

Copyright of Çatalhöyük International Journal of Tourism & Social Research / Çatalhöyük Uluslararası Turizm ve Sosyal Araştırmalar Dergisi is the property of Catalhoyuk International Journal of Tourism & Social Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The pursuit of a sustainable world has today compelled both companies and individuals to scrutinize the environmental impact of goods and services. As a result, the field of green marketing, encompassing topics like sustainability, ecologism, and social impact, has gained significance. This study aims to explore the attributes influencing consumers' decisions to purchase green products. The research builds upon an extensive literature review conducted using databases such as Scopus and Web of Science. The resulting model integrates the variables linked to green buying behaviour. Empirical analysis utilizing partial least squares (PLS) methodology validates multiple hypotheses, including those concerning personality traits, altruistic attitude, environmental commitment, and the influence of social factors. This study also highlights the intricate relationship between environmental awareness, positive attitudes towards green products, and perceptions of greenwashing. In conclusion, this research contributes to a comprehensive understanding of the factors guiding consumers towards sustainable purchasing choices, shedding light on the intricate interplay of attitudes, influences, and perceptions in the realm of green consumption. [ABSTRACT FROM AUTHOR]

Background: The retail market for toddler-specific packaged foods is growing. Many of these products are ultra-processed and high in nutrients of concern for health, yet marketed in ways that may make them appear wholesome. This study aims to assess parents' responses to claims on unhealthy, ultra-processed toddler food products and test whether removing such claims promotes more accurate product perceptions and healthier product preferences. Methods: Parents of toddlers aged 12 to < 36 months (N = 838) were recruited for an online experiment testing four on-pack claim conditions: control (no claim); 'contains "good" ingredient'; 'free from "bad" ingredient'; and unregulated 'child-related' claim. Participants were randomly assigned to one condition, then viewed images of toddler food products that varied in nutrition content and the claims displayed. Participants completed tasks assessing product preferences (unhealthy product displaying claim vs. a healthier option with no claim, across four food categories (banana bars, strawberry snacks, blueberry yogurt snacks and veggie snacks)), purchase intentions and product perceptions. Poisson regression (count variable) and linear regression (continuous outcomes) analyses were employed to test for mean differences by marketing claim conditions. Results: For the overall sample, brief exposure to 'free from "bad" ingredient' claims increased participant's intentions to purchase unhealthy food products for their toddlers, but there was no clear evidence that 'contains "good" ingredient' claims and 'child-related' claims significantly impacted parent's preferences, purchase intentions and perceptions of toddler foods. However, certain claims influenced particular parent subgroups. Notably, parents with three or more children chose more unhealthy products when these products displayed 'contains "good" ingredient' or 'free from "bad" ingredient' claims; the latter claims also promoted stronger purchase intentions and enhanced product perceptions among this subgroup. Conclusions: Findings indicate that 'free from "bad" ingredient' claims on unhealthy toddler foods are of most concern, as they boost the appeal of these products to parents. 'Contains "good" ingredient' claims and 'child-related' claims showed limited effects in this study. Considering available evidence, we recommend claims should not be permitted on child-oriented foods, as they may promote inaccurate product perceptions and unhealthy product choices by parents, that can detract from their children's diets and health. [ABSTRACT FROM AUTHOR]

Background: This systematic review contributes to the understanding of the characteristics of built food environments that may be associated with choices of alternative protein foods (APF). Using the built food environment typology proposed by Downs et al., we investigated various environmental structures (e.g., supermarkets, other retailers, farmers' markets, restaurants, schools, and online vendors) and the characteristics that may facilitate or hinder consumers' choices. For example, facilitators and barriers may refer to the physical characteristics of environmental structures, food presentation practices, the organizational strategies or policies operating in the setting, or the actions that retailers or consumers engage in while selling, serving, choosing, trying, or purchasing APF in these environmental structures. Methods: A systematic review (PROSPERO database preregistration; no. CRD42023388700) was conducted by searching 13 databases for peer-reviewed journals focusing on the fields of economics and business, agriculture, medical sciences, and social sciences. Data searches, coding, and quality evaluations were conducted by at least 2 researchers. A total of 31 papers (36 original studies) were included. The risk of bias was evaluated with the Joanna Briggs Institute quality evaluation tool, with 24 publications presenting low risk of bias. Results: The findings indicate that perceived and actual availability facilitate consumers' APF choices across a built food environment. Several barriers/facilitators were associated with APF choices in specific types of built food environments: the way food is presented in produce sections (supermarkets), consumer habits in terms of green and specialty shopping (grocery stores), and mismatches among retailer actions in regard to making APF available in one type of food environment structure (e-commerce) and consumers' preferences for APF being available in other food environment structures (supermarkets, grocery stores). The effect of a barrier/facilitator may depend on the APF type; for example, social norms regarding masculinity were a barrier affecting plant-based APF choices in restaurants, but these norms were not a barrier affecting the choice of insect-based APF in restaurants. Conclusions: Addressing barriers/facilitators identified in this review will help in developing environment-matching interventions that aim to make alternative proteins mainstream. Trial registration: PROSPERO database registration: #CRD42023388700. [ABSTRACT FROM AUTHOR]

Many companies are now targeting the sizeable segment of consumers in Bottom-of-the-pyramid (BoP) markets with new products to specifically address their needs. As mainstream consumers become aware of these initiatives, their views on what products may be construed as appropriate for BoP marketplaces, may influence their attitudes towards the companies engaging in BoP activities. We propose that when the mainstream consumers are culturally distant from the BoP consumers, they have less favourable attitudes towards a company marketing a hedonic product to BoP consumers, compared to a utilitarian one. However, when the mainstream consumers are culturally closer to the BoP consumers, they are less likely to react negatively to a company's marketing of a hedonic product compared to a utilitarian one. We theorize that these differences in evaluation are based on the mainstream consumers' expectations regarding the products a company would/should target towards BoP consumers. We also examine two company characteristics (country-of-origin and profit orientation) as contingency factors affecting the attitudes of culturally close mainstream consumers towards companies engaging in BoP practices. Across two studies, we find support for our hypotheses. This research adds to a new stream of scholarship that theorizes about the permissible consumption mindset of mainstream consumers. The research also provides guidance to marketing managers and communication experts to help build favourable company attitudes and minimize any mainstream negativity towards a company's marketing initiatives in the BoP domain. [ABSTRACT FROM AUTHOR]

Purpose: Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship. Design/methodology/approach: Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect. Findings: We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors. Originality/value: Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. Design/methodology/approach: An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Findings: Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers' attitudes toward celebrity endorsers mediate the impact of celebrity endorsers' attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. Practical implications: First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers' perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. Originality/value: To the best of the authors' knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers. [ABSTRACT FROM AUTHOR]

In recent years, the animation market in China has flourished, and many brands use animation as a popular promotional platform to showcase their products and brands through product placement, benefitting from this marketing approach. Therefore, there is an urgent need to investigate the impact of product placement on Generation Z consumers—the primary audience for animation. In this study, we used popular Chinese animation to investigate Generation Z consumers' cognition, attitude, and purchase intention regarding product placement. The results show a significant correlation between brand cognition, attitude, and purchase intention. Low-profile brands achieve better product placement effects in animation than high-profile brands. This study also established a mathematical model of participants' post-cognition, post-attitude, and post-purchase intention regarding product placement in animation through factor analysis. This mathematical model intuitively shows that the effect of product placement in animation is primarily determined by the audience's post-attitude. [ABSTRACT FROM AUTHOR]

The article examines the impact of utilizing colorful and monochrome food photography in advertisements on consumer intentions to purchase food and beverages. It discusses how visual cues influence consumer behavior and purchase decisions, highlighting the significance of aesthetic presentation in food marketing and its implications for businesses.

The article focuses on the evolution of social media since 2017, highlighting the emergence of platforms like TikTok and the shift towards video content, along with changes in user behavior and engagement rates. Topics include the importance of aligning social media presence with audience demographics, the rise of short-form video content, and strategies for optimizing social media efforts through value-driven content creation and community engagement.

Marketers use augmented reality (AR) to place virtual brand‐related information into a consumer's physical context. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language, the authors theorize that branded AR content can reduce the perceived physical, spatial distance between a consumer and a brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love. Two empirical studies validate this framework. Study 1 shows that using an AR app (vs. non‐AR) increases the perceived physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this finding in a pre‐/post‐use design. Here, high levels of local presence (i.e., the extent to which consumers perceive a brand as actually being present in their physical environment) drive perceived physical closeness, which leads to brand love. We also find that AR's power to generate brand love increases when the consumer is already familiar with the brand. We discuss managerial implications for AR marketing today and in a metaverse future in which AR content might be prevalent in consumers' everyday perceptions of the real world. [ABSTRACT FROM AUTHOR]