The interactive technology augmented reality (AR) layers virtual elements upon the real world of its users, and it is becoming increasingly popular in various fields. Previous research has shown that it can be a valuable tool in the decision-making process of consumers since it enables them to virtually try-out products. However, these studies focused primarily on general persuasive effects, and young, techsavvy samples. Therefore, the study by Riethorst et al. focuses on the influence of both age and technology innovativeness on the intention to adopt commercial AR, using the Technology Acceptance Model as a theoretical base. Based on a field experiment (N = 71) at the home addresses of the participants, this study shows that younger and older adults do not differ in their intention to use commercial AR. However, when taking the level of technology innovativeness into account, the results show that for older adults, ease of use and consequently usefulness, enjoyment and use intention, increase (decrease) as the level of technology innovativeness increases (decreases). For younger adults, the level of technology innovativeness did not matter. These results can elevate the knowledge of marketers who are considering implementing commercial AR and furthermore help them to pinpoint their specific target groups.
This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.
This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently brand awareness, brand associations, perceived quality and brand loyalty are accepted as the constituents of brand equity. A survey study covering 28 different consumer brands was carried out in Turkey and 505 valid questionnaires were obtained. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings indicate that CBBE factors affect purchase intention of consumers and the relationships are moderated by gender.
The purpose of this paper was to determine the nature of the relationship between multinationality and performance (M-P relationship) among Polish companies. It is based on a sample of over 300 Polish companies listed on Warsaw Stock Exchange, studied over two years (625 observations were used for statistical processing). Multiple regression and t-statistic analyses were applied to test three hypotheses. The dependent variable was company performance and the independent variable was the degree of company internationalization. A number of control variables were also incorporated in the regression models. The statistically significant results of the multiple regression analyses show that Polish companies experience a negative linear relationship between their degree of internationalization and performance for two variants of the dependent variable, and a non-linear, U-shaped relationship for one dependent variable. The results also show that companies operating on international markets achieve lower market-valuation results than their domestic counterparts, and companies with lower levels of multinationality perform better than those with higher levels of multinationality.
The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective.This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander.Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.
This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examines the use of such appeals in print advertising from four European countries comparing 847 advertisements for durable and non-durable goods from Poland, Hungary, Ireland and the UK. Contrary to expectations, GCCP appeals were more often used in advertisements for non-durable goods than durable goods. The study confirmed the expectation that GCCP appeals would be more frequently used in advertising in less developed markets than in more developed markets. The proposed framework of GCCP appeals may be useful to practitioners wishing to use this positioning strategy. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Euromarketing on July 2014, available online: http://www.tandfonline.com/10.9768/0023.03.059
The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective.This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander.Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.
The main contention of this paper is that branding and market communication in international markets need to be considered from more than the "traditional" culture-and-scale economies trade off perspective.This study presents a typology of four different branding categories based on the firm's international marketing capabilities and the globality of the industry: local brander, multidomestic brander, export brander, and global brander.Four case studies from Norway, representing each of the above categories of firms, are defined in what concerns the decision-making process involving the headquarters, the subsidiary or the local distributor, and the advertising agency; the information behaviour and the end result shows the degree of standardization of different elements of the branding and the market communication strategy.
