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Marketing Implications (marketing + implication)

Distribution by Scientific Domains

Business, Economics, Finance and Accounting	100%

Selected Abstracts

Australian wines in the British wine market: A hedonic price analysis

AGRIBUSINESS : AN INTERNATIONAL JOURNAL, Issue 3 2004
Bodo E. Steiner
The market share of New World wines sold in many European countries has increased dramatically over the past decade. More aggressive marketing, together with a more distinct and recognizable labeling scheme, are often regarded as the keys to the marketing success of these new wines. This article employs hedonic price analysis to identify the values that marketers and consumers place on the information carried by the label of Australian wines in the British wine retail market. Although many grape varieties are given a highly distinct valuation by market participants, our results also suggest that consumers consider regions jointly with grape varieties as proxies for brands. This contrasts with the general observation that grape varietal labeling is the distinctive feature of New World wines. Marketing implications are examined by considering the revenue impact of changes in labeling at the retail level. [JEL citations: L150, D12, C21.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 287,307, 2004. [source]

To go or stay home and watch: exploring the balance between motives and perceived constraints for major events: a case study of the 2008 Beijing Olympic Games

INTERNATIONAL JOURNAL OF TOURISM RESEARCH, Issue 1 2009
Daniel C. Funk
Abstract The current study offers insight into the role of motivation and constraints on behavioural intentions prior to a mega event. The Psychological Continuum Model framework was used to integrate motivation and leisure constraints theory to examine attraction towards the 2008 Olympic Games. Semi-structured interviews (N = 47) and a questionnaire (N = 235) distributed in Australia and the USA were used to identify and measure three motivational themes: cultural learning, cultural experience and olympic event interest, and three perceived constraints: structural, interpersonal and intrapersonal. Structural Equation Modelling revealed that motives were positively related to behavioural intentions while constraints were negatively related. Analysis further revealed the interaction between motives and perceived constraints led to two different forms of behavioural intentions; intentions to travel and attend the event vs. stay home to watch the event on TV. Policy and marketing implications are discussed that illustrate the benefits of understanding both motives and perceived constraints for tourism travel. Copyright © 2008 John Wiley and Sons, Ltd. [source]

When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

JOURNAL OF CONSUMER BEHAVIOUR, Issue 1 2006
Henrik Sjödin
In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work,which has been scattered across several poorly connected domains,into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity. Copyright © 2006 John Wiley & Sons, Ltd. [source]

An analysis of the concept of cool and its marketing implications

JOURNAL OF CONSUMER BEHAVIOUR, Issue 4 2002
Professor Clive Nancarrow
Abstract Cool has become the favoured language of popular culture. This paper examines the roots of cool and its evolution with reference to its relevance to marketers. In particular, the work of Bourdieu and the concepts of cultural capital and cultural intermediaries are drawn on. The importance of talking to cultural intermediaries led Seagram to carry out a research programme that examines the process of adoption of alcoholic drinks and ways of reaching ,style leaders'. Given the problem of recruiting and researching ,style leaders', the research employed specialist recruiters and moderators and a combination of direct and indirect questioning. Copyright © 2002 Henry Stewart Publications. [source]