Journal articles on the topic 'Product involvement'
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Radder, Laetitia, and Wei Huang. "High‐involvement and low‐involvement products." Journal of Fashion Marketing and Management: An International Journal 12, no. 2 (May 9, 2008): 232–43. http://dx.doi.org/10.1108/13612020810874908.
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PurposeKnowledge of brand awareness and its role is important for the design of an organisation's marketing strategies. This study aims to determine the brand awareness of high‐ and low‐involvement products among Black and non‐Black students enrolled at a South African university.Design/methodology/approachA self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee.FindingsThe results indicated a higher awareness of high‐involvement product brands than of low‐involvement product brands. Advertising played an important role in the awareness of sportswear clothing brands, but seemed unimportant in the case of coffee. The brand name was important for coffee, while the name and the logo played a role in students' awareness of sportswear brands.Research limitations/implicationsThis study was limited to students of the Nelson Mandela Metropolitan University (NMMU) in Port Elizabeth, South Africa and to sportswear clothing and coffee product categories. Future studies could comprise larger samples, different contexts and other product or service categories.Practical implicationsThe findings suggest that marketers employ different strategies to create and increase brand awareness for high‐ and low‐involvement products.Originality/valuePrevious research found that brand awareness played an important role in low‐involvement products; however, little is known about brand awareness differences between high‐ and low‐involvement products, particularly with respect to the brand awareness of South African students.
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Pandit, Richa. "A Study on Children Involvement in the Purchase Decision for High-Involvement Product/Service, Low-Involvement Products and Child-Centric Product in India." Asian Journal of Research in Marketing 6, no. 5 (2017): 24. http://dx.doi.org/10.5958/2277-6621.2017.00012.3.
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Prafitri Juniarti, Rosa, and Anik Lestari Andjarwati. "THE DOES COUNTRY OF ORIGIN OF INGREDIENT-PRODUCT MATTER? A STUDY OF HOST-PRODUCT PURCHASE INTENTION." Humanities & Social Sciences Reviews 8, no. 2 (April 27, 2020): 675–80. http://dx.doi.org/10.18510/hssr.2020.8275.
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Purpose of the study: This study aimed to analyze how the country of origin of ingredient products may influence host-product purchase intention.
Methodology: This study aimed to analyze how the country of origin of the ingredient product may influence host-product purchase intention. It was an experimental research with between-subject 2 (country of origin from host product; favorable, unfavorable) and within-subject of two product types (high-involvement, low involvement). The participants were undergraduate students who took Management studies. The evaluation of participants was through questionnaires.
Result: The result found that country of origin of ingredient product merely influenced the purchase intention of host products with high-involvement, while low-involvement products and the other variables such as brand probably had higher contributions.
Implications: Companies can consider the country of origin of the suppliers of ingredient products and communicate the country of origin of the ingredient products to consumers.
Novelty: This study provides new insight into product ingredient research, specifically the influence of the country of origin of the product ingredient on the purchase intention of the host product. Moreover, this research also considers product involvement in experiments.
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Mathew, Veeva, and Sam Thomas. "Direct and indirect effect of brand experience on true brand loyalty: role of involvement." Asia Pacific Journal of Marketing and Logistics 30, no. 3 (June 11, 2018): 725–48. http://dx.doi.org/10.1108/apjml-08-2017-0189.
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PurposeThe purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.Design/methodology/approachThe variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.FindingsThe hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.Practical implicationsThe variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.Originality/valueThis study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.
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Melander, Lisa. "Customer involvement in product development." Benchmarking: An International Journal 27, no. 1 (September 12, 2019): 215–31. http://dx.doi.org/10.1108/bij-04-2018-0112.
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Purpose Being innovative and bringing new products to the market fast is important for firms to stay competitive. Customers are important for providing input to product developments in industrial markets. The purpose of this paper is to increase understanding of how firms use Voice of the Customer (VoC) in product development and how VoC can complement other customer involvement methods. Design/methodology/approach The paper is based on a qualitative case study of a global leading and innovative firm, a maker of tools for the automotive industry. The study provides detailed insight into the implementation of VoC for product development. Findings The process of customer involvement in product development through VoC is explored. The study shows that by using the VoC method, firms can gather knowledge for input to product development projects while developing relationships with a larger number of customers. The findings point out that VoC can be modified to focus on customer needs related to product development as well as marketing efforts requiring cross-functional collaboration. The VoC method is suitable for combining with other customer involvement methods such as project involvement and pilot testing. Through VoC, firms have the chance to benchmark across industries and regions. Research limitations/implications The paper provides insights into the VoC process of customer involvement aimed at product development. The case study provides an illustration of how an industrial firm uses VoC in product development. The paper points out the importance of managing external (customer) involvement in product development and internal (cross-functional) collaborations. Practical implications A set of questions that firms can ask themselves before embarking on customer involvement has been developed. The paper shows that customers can be involved at a number of points in time, have a wide range of roles and contribute different knowledge. VoC is suitable for combining with other customer involvement methods. Originality/value The contribution of the paper consists of a case study illustrating how customer involvement in product development can be achieved through VoC. A number of customer involvement methods for product development are discussed for combining with VoC, showing how different methods are complementary in product development.
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Jain, Sanjay K., and Kavita Sharma. "Product Related Antecedents of Consumer Involvement: An Empirical Investigation." Vikalpa: The Journal for Decision Makers 25, no. 1 (January 2000): 29–42. http://dx.doi.org/10.1177/0256090920000112.
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Differences in consumer involvement with the products have been stated to be dependent on various product and brand related factors, viz., consumers' risk perceptions, product's hedonic value, product familiarity, brand awareness, dissimilarity, and difficulty of choice termed in this paper as antecedents of involvement. This paper investigates the relationship between product related antecedent conditions and consumer involvement for three products. It is found that consumer involvement differed across different types of products. Infrequently purchased durable products were more involving than frequently purchased non-involving products. The findings have significant implications for formulation of marketing strategies.
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Elsya, Priscillia, and Ratih Indriyani. "The Impact of Product Knowledge and Product Involvement to Repurchase Intention for Tupperware Products among Housewives in Surabaya, Indonesia." SHS Web of Conferences 76 (2020): 01037. http://dx.doi.org/10.1051/shsconf/20207601037.
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The number of consumers can be used as a measuring tool in determining the company's sales success. Repurchase intention reflects the needs of consumers in repeat purchasing patterns. Factors that can increase repurchase intention are knowledge of products and consumer involvement with products. Product knowledge can increase repurchase intention because with the information about the quality of the product can trigger repeat purchases. Also, product involvement can increase repurchase intention because the consumers can evaluate the products directly and decide to purchase another product that has met their needs This study aims to measure the effect of product knowledge on repurchase intention and the effect of product involvement on repurchase intention on Tupperware products for Surabaya market. The research is using a quantitative approach, and take a sample from housewives who reside in Surabaya. Data are collected through questionnaires distributed to 150 people. Only 102 questionnaires are valid. Then, the data are processed using SPSS. The results show that product knowledge affects repurchase intention and product involvement significantly affects repurchase intention in Tupperware products among housewives in Surabaya, Indonesia.
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Munksgaard, Kristin B., and Per V. Freytag. "Complementor involvement in product development." Journal of Business & Industrial Marketing 26, no. 4 (April 12, 2011): 286–98. http://dx.doi.org/10.1108/08858621111127027.
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Wynstra, Finn, Arjan van Weele, and Björn Axelsson. "Purchasing involvement in product development:." European Journal of Purchasing & Supply Management 5, no. 3-4 (September 1999): 129–41. http://dx.doi.org/10.1016/s0969-7012(99)00017-9.
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Calabrese, Giuseppe. "Manufacturing involvement in product development." International Journal of Vehicle Design 21, no. 1 (1999): 110. http://dx.doi.org/10.1504/ijvd.1999.001849.
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Naseem, Awais, Kashif Hamid, Muhammad Sajid, Adeel Ahmad, and Usman Khalid. "Evaluating the relationship of Customer and Supplier Involvement relating to Product characteristics on New Product Development by using Structural Equation Modeling." Journal of Public Value and Administrative Insight 5, no. 1 (March 29, 2022): 1–11. http://dx.doi.org/10.31580/jpvai.v5i1.2410.
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In the present era the changes in needs of customers are increasing along with the tremendous business competition in the prevailing market scenario. Therefore the expansion of economic progress as reflected by the manufacturing sector has focused on the development of new products. The basic purpose of this study is to determine the association between product characteristics, supplier, customer involvement, and the development of new products in the furniture market of Punjab Pakistan. For this study, the data of 180 respondents is collected through a survey questionnaire by using convenience sampling. The gathered data is examined by the structural equational modeling (SEM) through partial least square (PLS). Findings of the study indicate that product characteristics such as product differentiation and modularity have a significant relationship with supplier and customer involvement whereas findings concluded an insignificant relationship between product innovativeness with supplier involvement and product variety with customer involvement. Furthermore, results declared a significant relationship between customer and supplier involvement with new product development. This study will assist the manufacturer of the new product development to provide better marketing services.
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Putra, Aji Surya, and Yudha Trishananto. "KESADARAN HALAL DALAM MEMEDIASI KETERLIBATAN PRODUK TERHADAP KEPUTUSAN BELI DELIVERY FOOD." Jurnal Ilmiah Ekonomi Manajemen Jurnal Ilmiah Multi Science 13, no. 1 (June 22, 2022): 1–10. http://dx.doi.org/10.52657/jiem.v13i1.1728.
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Hubungan antara informasi produk dengan Product Knowledge dan Product Involvement, kurangnya pemahaman informasi tentang produk halal. Ada beberapa produk halal yang masih belum terverifikasi kehalalannya. Penelitian ini bertujuan merakit model hipotetis penting dan tepat sehingga Halal Awareness dapat menghubungkan koneksi antara Product Knowladge dan Product Involvement terhadap Purchase Desicion sebelum menetap pada pembelian, dan secara khusus untuk menunjukkan 7 spekulasi model hipotetis sehingga Halal Awareness dapat menghubungkan koneksi antara Product Knowladge dan Product Involvement sebelum menetapkan pembelian, dan menunjukkan 7 spekulasi. Metode pengumpulan data melalui kuesioner yang disebarkan kepada Mahasiswa IAIN Salatiga. Sampel diambil sebanyak 340 responden dengan teknik random sampling. Data diperoleh kemudian diolah dengan menggunakan alat bantu SPSS versi 26. Analisis ini meliputi uji reliabilitas, uji validitas, uji regresi berganda, uji statistik melalui uji Ttest, Ftest serta koefisien determinan (R2) dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa: 1) terdapat pengaruh Product Knowledge terhadap Halal Awareness, 2) terdapat pengaruh Product Involvement terhadap Halal Awareness, 3) terdapat pengaruh Product Knowledge terhadap Purchase Decision, 4) terdapat pengaruh Product Involvemen terhadap Purchase Decision, 5) terdapat pengaruh Halal Awareness terhadap Purchase Decision, 6) terdapat pengaruh Halal Awareness dalam memediasi Product Knowledge terhadap Purchase Decision, 7) terdapat pengaruh Halal Awareness dalam memediasi pengaruh Product Involvement terhadap Purchase Decision.
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Hamzelu, Bahman, Ali Gohary, Salar Ghafoori Nia, and Kambiz Heidarzadeh Hanzaee. "Does involvement shapes consumers’ response to product failure?" Asia Pacific Journal of Marketing and Logistics 29, no. 2 (April 10, 2017): 283–304. http://dx.doi.org/10.1108/apjml-03-2016-0042.
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Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers. Design/methodology/approach A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men. Originality/value To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.
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Nata, Jiwangga Hadi, and Aries Kurniawan. "Mobile Display Advertising: Perilaku Niat Pembelian Konsumen pada High Involvement vs Low Involvement Product." Esensi: Jurnal Bisnis dan Manajemen 9, no. 2 (December 14, 2019): 209–24. http://dx.doi.org/10.15408/ess.v9i2.9942.
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This study uses the theory of Stimulus-Organism-Response (S-O-R) using a quantitative approach. Sampling using non-probability sampling method, using purposive sampling technique. Respondents in this study were 200 respondents in the purchase intention category in the High Involvement product and also 200 in the Low Involvement product category. The analysis technique used in this study is Partial Least Square (PLS). The results showed that browsing activities on Instagram for both the High and Low Involvement categories of the product had a positive influence on flow conditions, online trust, and purchase intentions. Then online trust in an account on Instagram has a positive influence on flow conditions. Likewise, the flow condition variable and online trust also have an influence on the purchase intention of the latest items on Instagram. There is no difference in consumer behavior towards purchase intentions in the online domain between High and Low Involvement products.
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Friedmann, Enav, and Oded Lowengart. "Gender segmentation to increase brand preference? The role of product involvement." Journal of Product & Brand Management 28, no. 3 (May 13, 2019): 408–20. http://dx.doi.org/10.1108/jpbm-06-2018-1917.
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Purpose This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g. more automatic at low levels vs more deliberative at high levels). Given that gender differences are found to be context-dependent, it was expected that, when forming a single brand preference, men would emphasize instrumental aspects (functional and socially conspicuous utilities) and women the experiential utility of the brand only with high-involvement-level products. Design/methodology/approach A descriptive survey (n = 459) using structural equation modeling (SEM) analysis was used following an online experiment where involvement level was manipulated (n = 255) to validate the results. Findings Stereotypical gender differences appeared at high, but not low-involvement levels. Theoretically, these findings question the evolutionary basis of gender differences, as differences were not consistent at both levels. Practical implications The findings raise questions about the efficacy of segmenting by gender when aiming to increase brand preference of low-involvement products, whereas stereotypical targeting seem to be effective for increasing preference for high-involvement ones. Originality/value For the first time, the role of product involvement and gender was examined in brand preference formation. This can theoretically clarify whether gender differences are consistent or dependent on the level of involvement. This information can help in designing efficient marketing strategies for products with different involvement levels.
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Damanik, Elsye Rumondang. "Bagaimana Product Knowledge dan Product Involvement Memotivasi Konsumen? (Kajian Motivasi Masyarakat Terhadap Pemilihan Jurusan Komunikasi Pemasaran Universitas Bina Nusantara sebagai Tempat Melanjutkan Pendidikan Tinggi)." Humaniora 4, no. 2 (October 31, 2013): 1336. http://dx.doi.org/10.21512/humaniora.v4i2.3578.
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Consumers require knowledge and involvement upon consuming products/services. In order to find out the characteristics of the products/services, consumers perform certain efforts from searching information through the media, being directly involved by using the products/services, to asking questions to the products/services users. Consumers’ level of interest and ability in deciding which products/services they want to use also vary. Consumers are highly influenced by product knowledge, and (personal) involvement with the chosen products/services. This research aims at understanding how characteristics of products/services and personal involvement motivate consumers in using the services of Jurusan Komunikasi Pemasaran Universitas Bina Nusantara. Using quantitative research approach, this research tried to understand the level of validity and reliability of research instrument, the efficiency of research instrument, and relationship among variables. The result showed that the research instrument is valid and reliabel. The reliability is stated from the Cronbach Alpha value of each variable (product knowledge = 0,877; product involvement = 0,734; motivation = 0,836). The instrument is valid with Corrected Item-Total Correlation value of 0,148 (approx. df = N-2; or df = 164). It is concluded that consumers’ product knowledge and product involvement to Jurusan Komunikasi Pemasaran Universitas Bina Nusantara motivate the (future) students in putting it as the preferred place to have quality education. One of the suggestions is to invite more media practitioners during Open House Program since it will enable the (future) students to have better understanding on the communication related activities.
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Cutler, Bob D. "Product Involvement and Print Ad Features." Journal of Promotion Management 2, no. 2 (June 6, 1994): 73–86. http://dx.doi.org/10.1300/j057v02n02_05.
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Lagrosen, Stefan. "Customer involvement in new product development." European Journal of Innovation Management 8, no. 4 (December 2005): 424–36. http://dx.doi.org/10.1108/14601060510627803.
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Wynstra, Finn, Arjan van Weele, and Mathieu Weggemann. "Managing supplier involvement in product development:." European Management Journal 19, no. 2 (April 2001): 157–67. http://dx.doi.org/10.1016/s0263-2373(00)00090-6.
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Feng, Taiwen, Di Cai, Zhenglin Zhang, and Bing Liu. "Customer involvement and new product performance." Industrial Management & Data Systems 116, no. 8 (September 12, 2016): 1700–1718. http://dx.doi.org/10.1108/imds-11-2015-0457.
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Purpose The purpose of this paper is to examine the joint influence of technological newness (TN) and market newness (MN) on the relationship between customer involvement (CI) and new product performance. Design/methodology/approach The authors employed hierarchical moderated regression analysis to test the hypothesized relationships using survey data collected from 214 Chinese manufacturing firms. Findings The authors found that the impact of CI on new product performance varies across the different configurations of TN and MN. Specifically, the performance effect of CI is most positive under low TN and high MN, while the performance effect is least positive under low TN and low MN. Originality/value This study enriches CI research by identifying different configurations of product innovativeness that augment or limit the value of CI.
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Li, Lee, Gongming Qian, and Zhengming Qian. "Product Diversification, Multinationality, and Country Involvement." Journal of Global Marketing 20, no. 4 (September 4, 2007): 5–23. http://dx.doi.org/10.1300/j042v20n04_02.
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Birou, Laura M., and Stanley E. Fawcett. "Supplier Involvement in Integrated Product Development." International Journal of Physical Distribution & Logistics Management 24, no. 5 (June 1994): 4–14. http://dx.doi.org/10.1108/09600039410063982.
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Orpwood, Roger, Sidsel Bjørneby, Inger Hagen, Outi Mäki, Richard Faulkner, and Päivi Topo. "User Involvement in Dementia Product Development." Dementia 3, no. 3 (October 2004): 263–79. http://dx.doi.org/10.1177/1471301204045160.
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Rahtz, Don R., and David L. Moore. "Product class involvement and purchase intent." Psychology and Marketing 6, no. 2 (1989): 113–27. http://dx.doi.org/10.1002/mar.4220060204.
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Michaelidou, Nina, and Sally Dibb. "Product involvement: an application in clothing." Journal of Consumer Behaviour 5, no. 5 (2006): 442–53. http://dx.doi.org/10.1002/cb.192.
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Ferreira, Alcina G., and Filipe J. Coelho. "Product involvement, price perceptions, and brand loyalty." Journal of Product & Brand Management 24, no. 4 (July 20, 2015): 349–64. http://dx.doi.org/10.1108/jpbm-06-2014-0623.
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Purpose – This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct. Design/methodology/approach – Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling. Findings – Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price – quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty. Practical implications – Managers can improve brand loyalty by increasing consumers’ product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price – quality association. Originality/value – The product involvement/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions’ construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.
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Huang, Yijun, Qinghua Lv, and Jian Lin. "Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model." Discrete Dynamics in Nature and Society 2021 (September 13, 2021): 1–12. http://dx.doi.org/10.1155/2021/4664998.
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In the information society, the media exert a key influence on the consumer selection of intangible cultural heritage (ICH) products. Drawing on the literature of cultural identity, product involvement, and willingness to buy, this paper constructs and verifies the theoretical model of media influence-cultural identity-willingness to buy ICH products, with ICH product consumers as the objects. The results show that the media have a significantly positive effect on cultural identity, which in turn significantly promotes the willingness to buy, but the media do not significantly affect the willingness to buy. Cultural identity fully mediates the media influence on the willingness to buy. Referring to relevant studies on product involvement, the samples were divided into a set of high involvement and a set of low involvement. The moderating effect analysis reveals that the higher the product involvement, the more significant the effect of media on cultural identity and the more prominent the influence of cultural identity on the willingness to buy. Finally, the authors discussed the managerial implications of the research results for ICH inheritors and enterprises.
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Zhang, Xiaohong, Na Li, Yanbo Wang, and Yanqi Sun. "The Effect of Product Placement Strategies on Customer Behavior: A Prospective of Foote, Cone and Belding (FCB) Grid Model." Sustainability 15, no. 2 (January 9, 2023): 1189. http://dx.doi.org/10.3390/su15021189.
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This paper explores the effect of product placement strategies on customer behavior in the Chinese context and the results will help companies in China select appropriate marketing strategies to achieve sustainable development. Following the Foote, Cone and Belding (FCB) grid model, we construct a product difference model in which products are classified into four types, namely High Involvement/Thinking, High Involvement/High Feeling, Low Involvement/Thinking, and Low Involvement/High Feeling. Further, we conduct a questionnaire survey to analyze the effect of product placement strategies on various behaviors, including awareness, recognition, attitude and purchase intention. The results of repeated measures of General Linger model suggest that Chinese customers accept product placement strategies. Furthermore, among the four product types, the positive effect of product placement strategies on customer behavior is more pronounced in the Low Involvement/High Feeling product type. However, the purchase intention of Chinese customers is stable and hard to change. The results also help the company to avoid misleading advertising and to design sustainable marketing strategies by applying more effective tools in terms of specific product types. As a result, the company will reduce financial expenditure to achieve sustainable development.
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Roe, David, and Johan Bruwer. "Self-concept, product involvement and consumption occasions." British Food Journal 119, no. 6 (June 5, 2017): 1362–77. http://dx.doi.org/10.1108/bfj-10-2016-0476.
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Purpose The purpose of this paper is to examine the extent to which consumer self-concept (self-esteem) and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion. The predictive effects of self-concept on this interaction were also explored. Design/methodology/approach Data collection was in the independent specialist fine wine store environment in Sydney, Australia. Central to the study was the development of a 33-item multi-dimensional fine wine involvement scale (Cronbach’s α =0.846 for 26 final items) for measuring consumers’ involvement. Findings Wine product involvement deepens with age but low involvement consumers perceiving risk in making the wrong product choice may well purchase fine wines for situations where self-concept is a moderating factor. In the case of low involvement wine consumers a positive association exists between situational wine choice and self-concept but no significant differences exist for self-concept across any of the consumption occasions. Age and self-concept were both confirmed as linked to levels of consumption. The findings support the notion that wine consumers aged 45 years and older are significantly more disposed to purchase fine wine products. Practical implications For self-concept to be relevant to purchase it follows that the wine consumption occasion must be conspicuous. Originality/value This study is the first to examine the extent to which consumer self-concept and product involvement influences the wine purchase decision at the retail level given the anticipated consumption occasion.
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Cheong, Yunjae, Federico de Gregorio, and Kihan Kim. "Viewer perceptions of television commercials: a conceptual replication." Journal of Consumer Marketing 34, no. 7 (November 13, 2017): 612–23. http://dx.doi.org/10.1108/jcm-03-2016-1743.
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Purpose The authors conceptually aim to replicate and update an early stream of research to find the key dimensions used by today’s audiences. They also show that the dimensions are directly related with attitude toward the ad, product attitude change and product recommendation and test the moderating impact of FCB Grid product type. Design/methodology/approach Across two studies, the authors survey a nationally representative sample of 1,223 US adults. Findings Consumers evaluate commercials using the dimensions: Dislikable, Meaningful, Ingenious and Warm. The latter three are positively related with ad attitude, attitude change and recommendation, whereas Dislikable is negatively related. Furthermore, results show that High and Low Involvement Think products moderate the relation between all four dimensions and all three outcomes. Only Meaningful affects the outcomes for High Involvement Feel products, whereas only Ingenious affects Low Involvement Feel product outcomes. Research limitations/implications The research is limited to TV commercials, limiting generalizability to other media. Furthermore, the sample is limited to the USA. Practical implications The paper provides a parsimonious four-dimension model for advertiser use. These dimensions also predict ad attitudes, product recommendation, and attitude change. The results further show that for emotionally driven products with high involvement, commercials should focus on meaningfulness. For emotionally driven products with little involvement, ads should emphasize creative elements. Originality/value Addressing the paucity of replications in marketing, this paper replicates and extends a stream of research to reveal dimensions consumers use to evaluate commercials and demonstrates their practical applications.
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Bhaduri, Gargi, and Nancy Stanforth. "To (or not to) label products as artisanal: effect of fashion involvement on customer perceived value." Journal of Product & Brand Management 26, no. 2 (April 18, 2017): 177–89. http://dx.doi.org/10.1108/jpbm-04-2016-1153.
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Purpose This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing involvement on such value perceptions. In today’s intensely competitive market environment marked by minimal product differentiation, marketers are often using the terms artisan, handcrafted or similar to indicate that their products are different, produced with care, are of higher quality and even premium. Design/methodology/approach For the study, a 2 (Involvement: High/Low) × 4 (Cues: Control/Artisan-made/Part of a curated collection/Handcrafted) × 2 (products replications: Jeans/Handbags) mixed model repeated measures experiment was designed. A sample of 487 adult female US consumers was recruited using a market-based research firm. Findings Results indicated that framing luxury products as artisanal using product descriptor cues influenced the perceived value of these products. Moreover, consumers’ fashion involvement positively influenced their perceived value for artisanal luxury products. Originality/value The study is one of the few attempts in understanding the value of artisanal luxury products. Given the importance of the artisanal luxury industry to the global economy, focusing on how consumers perceive the value of artisanal luxury products is important to marketers and practitioners as well as academicians. From a theoretical perspective, the study indicates fashion involvement as a predictor of consumers’ perceived value, thereby filling a gap in literature. The study used two different product categories to aid in generalizability of the results.
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Triatmojo, A., A. R. Prasetya, M. A. U. Muzayyanah, and T. A. Kusumastuti. "Correlation of consumer involvement and consumer purchase decision on packaged beef products." IOP Conference Series: Earth and Environmental Science 888, no. 1 (November 1, 2021): 012080. http://dx.doi.org/10.1088/1755-1315/888/1/012080.
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Abstract Consumers need to search for extensive and impartial information before purchasing to obtain the best product when choosing appropriate beef products. The study aimed to understand the correlation between consumer involvement and consumer purchase decisions concerning in selection of packaged beef. The primary data were collected by the structured questionnaire and disseminated to 303 respondents. Method of the study is a survey, and data were analyzed and interpreted using Spearman Rank Correlation. Studies using a one-sample t-test indicate significantly different involvements to hypothesized value on economic, functional, and symbolic dimensions. Furthermore, the correlation between consumer involvement and consumer purchase decisions showed a positive influence. This study found that consumers remain to prioritize the economic dimensions in case of purchasing packaged beef products. The marketing challenges of livestock products can be overcome by developing a strategy based on consumer involvement.
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Xiao, Yuyang, Shijia Zhu, and Jingjie Cheng. "Impact of Product Story Narrative Type on Consumers' Purchase Intention." Advances in Economics and Management Research 5, no. 1 (April 14, 2023): 211. http://dx.doi.org/10.56028/aemr.5.1.211.2023.
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As consumers are increasingly presented with a plethora of products to choose from, product stories have emerged as a vital marketing tool for capturing their attention and encouraging purchasing decisions. Drawing upon consumer perception theory, narrative transportation theory, and involvement theory, this study examines the impact of three narrative types of product stories - authenticity, conciseness, and humor - on consumers' purchase intentions, while considering the moderating roles of product involvement and purchase decision involvement. Based on the findings of this study, we provide recommendations for corporate marketers to enhance their marketing strategies.
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Zhang, Huiying, and Fan Yang. "The impact of external involvement on new product market performance." Industrial Management & Data Systems 116, no. 8 (September 12, 2016): 1520–39. http://dx.doi.org/10.1108/imds-11-2015-0485.
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Purpose The purpose of this paper is to bridge the gap in understanding the effects of external involvement on new product market performance. Particularly, the authors investigate the mediating effects of speed-to-market of new products and moderating effects of information technology (IT) implementation. Design/methodology/approach This study is based on the high-performance manufacturing (HPM) project database collected from 366 manufacturing plants in ten countries and three representative industries. The hierarchical regression analysis is employed to explore the relationships in the model. Findings The empirical findings indicate that speed-to-market of new products positively and significantly mediates the relationship between customer involvement and new product market performance. The results also demonstrate that IT implementation moderates the relationship between external involvement and speed-to-market of new products. More importantly, the findings reveal that supplier involvement is less likely to lead to the enhancement of speed-to-market if the firm is not able to establish a higher level of IT implementation. Practical implications This analysis uncovers the way of how customer and supplier involvement are related to new product market performance, and highlights the importance of IT implementation in absorbing and exploiting external resources. Originality/value This paper moves us from a simplistic understanding of external involvement to a more nuanced and complex model which is closer to reality. The obtained findings highlight the importance for manufacturers to establish speed advantage of new products and implement IT as an enabler.
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Te'eni‐Harari, Tali, and Jacob Hornik. "Factors influencing product involvement among young consumers." Journal of Consumer Marketing 27, no. 6 (September 14, 2010): 499–506. http://dx.doi.org/10.1108/07363761011078235.
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PurposeIn light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.Design/methodology/approachThe research was founded on a quantitative field study, whose sample was comprised of 252 young people, ages 4‐15.FindingsThe findings among the entire sample imply that young people's product involvement is explained by all of the variables that were examined. Interesting findings came to light for each one of the age groups: Young children's product‐involvement level was influenced by parents and peers. The product‐involvement level for children was influenced by peers and product category. Adolescents' product‐involvement relies on subjective product knowledge and product category.Originality/valueThese findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models provide a partial picture. In addition, the product‐involvement variable must be seen as a basis for market segmentation of the younger populations. The recommendation is to carefully create segments that examine the different product‐involvement levels among each age group.
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Trivedi, Rohit, Thorsten Teichert, and Dirk Hardeck. "Effectiveness of pull-based print advertising with QR codes." European Journal of Marketing 54, no. 1 (December 12, 2019): 145–67. http://dx.doi.org/10.1108/ejm-06-2018-0383.
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Purpose Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. Research limitations/implications The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Practical implications Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (October 1, 2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.
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The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.
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Tih, Siohong, Kok-Kee Wong, Gary S. Lynn, and Richard R. Reilly. "Prototyping, customer involvement, and speed of information dissemination in new product success." Journal of Business & Industrial Marketing 31, no. 4 (May 3, 2016): 437–48. http://dx.doi.org/10.1108/jbim-09-2014-0182.
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Purpose Rapid prototyping can potentially accelerate the entire process of new product development (NPD), enabling a high level of customer involvement and hence new product success (NPS). This study aims to examine the relationship between prototyping and NPS, and the moderating effect of customer involvement, as well as the influence of speed of information dissemination on customer involvement. Design/methodology/approach Data were collected using the survey method through structured questionnaires. The key participants were management and team leaders from technology-based companies. Findings The results indicate that prototyping positively correlates with NPS, particularly when customer involvement is high. The speed of information dissemination, both from customers and on competitive products, has a positive impact on customer involvement. Research limitations/implications The study was limited by the undefined development stage of the prototype when offered for customer feedback. Future studies could focus on how customer involvement at each stage of prototype development affects NPS through a moderating effect. Practical implications The study confirms that investing in prototyping equipment for NPD increases the probability of NPS. Information capturing customers’ views and on competitive products in the market should be shared among the NPD teams. This could encourage better sharing of opinions and perceptions with customers about whether new products meet their wishes and expectations. Originality/value This study demonstrates that customer involvement moderates the relationship between prototyping and NPS. The degree of customer involvement depended on the speed of response of the customers themselves and on how well competitive product information was disseminated within the NPD team.
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Wangsa, Ignatius Heri Satrya, and Lina Lina. "Keterlibatan Konsumen Dalam Kebaruan Produk." BIP's JURNAL BISNIS PERSPEKTIF 14, no. 1 (January 12, 2022): 45–61. http://dx.doi.org/10.37477/bip.v14i1.244.
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Involvement is a key word in the context of product novelty, when businesses are required to become more competitive in product innovation. This point of view forms the basis for understanding the two concepts of business existence. First, the demand to develop new products is directed to product innovation because technology is increasingly developing. Novelty needs to keep pace with technological advances as well as be market-oriented. Second, the business builds a collaborative commitment with its customers. This indicates a position where the relationship with the market demands an equal role. Businesses no longer take distance in building relationships with their markets. Thus consumers will gothrough a dynamic process in the experience of using the product, and businesses will continue to consistently motivate consumer learning in the process of product novelty adoption. This study aims to explain consumer’s learning experience on product novelty from the process of consumer involvement in the holistic experience of responding to product novelty. A combined quantitative-qualitative approach (mixed-method approach) is applied. The quantitative approach was carried out using SEM analysis with the SmartPLS tool on 113 respondents, while the qualitative approach was carried out using the Interpretative Phenomenological Analysis (IPA) technique on participant narratives. Furthermore, from the two approaches, an integration process was carried out to find the grand theme of consumer learning experiences in the context of their involvement in responding to product novelty. Through this research, it can be seen that the product novelty learning experience is formed through initial involvement to recognize, andcontinued involvement in using the product. The product novelty learning experience is the involvement of consumers in realizing essential realities, practical realities, and contextual realities.
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Stewart, Kristin, Matt Kammer-Kerwick, Allison Auchter, Hyeseung Elizabeth Koh, Mary Elizabeth Dunn, and Isabella Cunningham. "Examining digital video advertising (DVA) effectiveness." European Journal of Marketing 53, no. 11 (November 11, 2019): 2451–79. http://dx.doi.org/10.1108/ejm-11-2016-0619.
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Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing. Design/methodology/approach To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment. Findings DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness. Research limitations/implications Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA. Practical implications Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format. Originality/value As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.
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Ponnam, Abhilash, Sreejesh S, and M. S. Balaji. "Investigating the effects of product innovation and ingredient branding strategies on brand equity of food products." British Food Journal 117, no. 2 (February 2, 2015): 523–37. http://dx.doi.org/10.1108/bfj-12-2013-0376.
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Purpose – Ingredient branding (IB) strategy and incremental product innovation (IPI) strategy are frequently used complementary strategies in food product marketing to build brand equity. The purpose of this paper is to assist managers in choosing between both the strategies based upon two governing criteria namely the involvement level of the product category and the level of parent brand equity. Design/methodology/approach – The study utilized an experimental design approach. A 2 (product involvement: high vs low)×2 (parent brand equity: high vs low)×2 (attribute strategy: IB vs IPI) balanced, completely randomized factorial design was set up to test the hypotheses. Findings – Findings suggest that IB strategy should be preferred when the product category is perceived as low involvement or when parent brand equity of the brand is low. The IPI strategy should be preferred when the parent brand equity is high. Either of strategies may be favored in case of high involvement products. Practical implications – The study provides guidance to product managers in choosing between IB and IPI in devising food product development and marketing strategies. Originality/value – This study is the first of its kind which attempts to compare and contrast between tangible and intangible augmentation strategies to build brand equity.
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Tjahjawati, Sri Surjani, Siti Samsiyah Purwaningsih, and Sholihati Amalia. "Predicting Local Brand Acceptance in the Leather Products Market." SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS 6, no. 1 (June 22, 2022): 89. http://dx.doi.org/10.29259/sijdeb.v6i1.89-106.
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The purpose of this paper is to analyze the factors that influence local brand acceptance theoretically and practically to develop an integrated model that explains local brand acceptance in the local leather product market in Indonesia. The data is collected from 400 respondents, namely buyers of local leather products in Indonesia. Structural Equation Model–Partial Least Square (SEM-PLS) analysis was conducted to analyze the relationship between constructs. Importance-performance map analysis (IPMA) is used to analyze which constructs have the highest level of importance to local brand acceptance and price acceptance. The results show that price acceptance is influenced by product involvement, product knowledge, and prestige sensitivity. Local brand acceptance is only influenced by product involvement and price acceptance. Then the IPMA results show that product involvement has the highest level of importance to price acceptance. Price acceptance has the highest level of importance to local brand acceptance. This is one of the first studies that predicts local brand acceptance and price acceptance in the local leather product market in Indonesia and clarifies the role of product knowledge, product involvement, prestige sensitivity on their effect on local brand acceptance and price acceptance.
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Moon, Hakil, Jean L. Johnson, Babu John Mariadoss, and John B. Cullen. "Supplier and Customer Involvement in New Product Development Stages: Implications for New Product Innovation Outcomes." International Journal of Innovation and Technology Management 15, no. 01 (February 2018): 1850004. http://dx.doi.org/10.1142/s0219877018500049.
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This paper investigates the relationships among supply chain participants’ involvement at various stages of new product development (NPD) and a firm’s innovation outcomes in terms of number of new product introduction and new product radicalness. A total of 107 questionnaires were collected from a cross-sectional survey of NPD managers. Results show significant impacts of suppliers’ and customers’ involvement on the firm innovation outcomes in the various NPD stages. Suppliers’ involvement in the firm NPD process influences negatively or is not related to firm innovation success in the various NPD stages. However, customers’ involvement affects positively or is not related to firm innovation success in the various NPD stages. This indicates that the distinct features of the various NPD stages make customer or supplier involvement more or less appropriate at each stage. Therefore, this paper provides significant managerial implications for supply chain practitioners regarding with whom, when, and how they set up supply chain strategy to improve their innovation performance.
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Syahroni, Muhammad Shiddiq, Umar Hamdan Nasution, and Aswand Hasoloan. "PENGARUH PRODUCT INVOLVEMENT DAN ENTITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA PT. DISTRIVERSA BUANAMAS MEDAN." Jurnal Ilmu Sosial Dan Politik 2, no. 2 (December 12, 2022): 33–38. http://dx.doi.org/10.51622/jispol.v2i2.1150.
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The purpose of this study was conducted to determine the effect of product involvement on product purchasing decisions, the influence of brand entities on product purchasing decisions and to determine the effect of product involvement and brand entities simultaneously on product purchasing decisions at PT. Distriversa Buanamas Medan. Collecting research data using a questionnaire with multiple regression data analysis techniques. The conclusion of this study is to use a hypothesis test, namely the t test, it is known that the tcount value of the product involvement variable is 5.785, meaning tcount>ttable, namely 5.785 > 1.66800, then H0 is rejected and Ha is accepted, which means that product involvement has a significant influence on product purchasing decisions at PT. Distrversa Buanamas Medan. The results of the study using the hypothesis test, namely the t test, it is known that the tcount value of the brand entity variable is 2.041, which means tcount>ttable, namely 2.041> 1.66800, then H0 is rejected and Ha is accepted, which means that brand entities have a significant influence on product purchasing decisions at PT. Distrversa Buanamas Medan. In addition, the results of the study using the F test show that the value of Fcount = 83,146 which means Fcount > Ftable (83,146 > 3.12), and a significance of 0.000 or less than a = 0.05 means that the product involvement and brand entity variables together or simultaneously affect the decision to purchase products at PT. Distrversa Buanamas Medan. Furthermore, the results of the determination test show that the R Adjust Square value is 57.5%, meaning that there is an influence of product involvement and brand entities on product purchasing decisions of 0.575 or 57.5% while the rest is influenced by other factors not examined.
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Wang, Edward Shih Tse. "Forming positive advertising and product attitude: the role of product involvement." International Journal of Technology Marketing 6, no. 3 (2011): 259. http://dx.doi.org/10.1504/ijtmkt.2011.043781.
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Gligorijević, Mirjana, and Jovan Rusić. "The value of customer involvement in new product development for company." Marketing 51, no. 4 (2020): 271–82. http://dx.doi.org/10.5937/markt2004271g.
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Modern companies are facing much tougher competition than before. In the past, companies were competing, mostly with other companies locally. Now companies can offer their products to customers beyond the local market. Globalization presents a huge chance for companies to grow by an increase in the market size, but as the market size grows, the same happens with the competition. If a company wants to endure, a company is under pressure to innovate, and including customers can affect new product development. The goal of this paper is to determine if including consumers in new product development can affect faster and better quality new product development processes and increase new product value for the company. This analysis should provide us with an answer to the question, should we include consumers, and if we should, when? The results of this paper could act as a guide for managers in developing new products.
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Habib, Sufyan, Nawaf N. Hamadneh, and Abdelaziz Alsubie. "Modeling Advertising Practices for Product Involvement and Consumer Impulsivity in Branded Apparel: A Case Study of Indian Consumers." Sustainability 13, no. 4 (February 20, 2021): 2309. http://dx.doi.org/10.3390/su13042309.
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The exponential growth of advertising in enhancing consumer impulsivity has drawn the interest of many researchers to explore the various dimensions of advertising and its effective modeling. The branded apparel product market has grown significantly, a large number of competitors have entered into the market with variant quality, and there are a number of attractive advertising practices. The main aim of this study was to analyze the advertising practices and their relationship with consumer product involvement and the impulsive buying behavior of consumers in branded apparel in India. In a survey of 445 Indian customers, the study indicated that advertising practices significantly affect consumer involvement in branded apparel products and enhance their impulsivity toward products. The study also indicated that the level of consumer involvement in the branded apparel product significantly mediates the relationship between advertising practices and consumer impulsive buying behavior. Effective advertising practices will help companies to enhance consumer involvement that will enable branded apparel companies in enhancing consumer impulsiveness toward products. Some of the managerial implications, limitations, and scope of future research are also presented in the study.
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Rawat, Jyoti, and Bikram Jit Singh Mann. "Role of consumer personality and involvement in understanding customer experience." Innovative Marketing 12, no. 3 (December 28, 2016): 19–33. http://dx.doi.org/10.21511/im.12(3).2016.02.
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The objective of this study is to understand customer experience which is a construct made up of experiential elements created by the organization such as product, service scape, and brand and that of consumer’s personal values and preferences. When the experiential element interacts with the consumer construct, it starts an involvement process that makes the consumer evaluate the product (as a measure) on hedonic and utilitarian dimensions. The product/brand, when used, elicits emotions that lead to purchase intention behavior which is presented in the structural model. The authors have followed Tan, Foo and Kwek (2004) nested model approach in order to achieve the best fitting model for testing our hypothesis. Keywords: customer experience, personality traits, consumer involvement, product evaluation, emotions and satisfaction. JEL Classification: M3, D11, D12
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Nguyen, Ngoc Minh, and Huyen Thi Nguyen. "How do product involvement and prestige sensitivity affect price acceptance on the mobile phone market in Vietnam?" Journal of Asia Business Studies 14, no. 3 (December 19, 2019): 379–98. http://dx.doi.org/10.1108/jabs-07-2017-0096.
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Purpose The aim of this paper is to incorporate the theoretically and practically appropriate affecting factors of customers’ price acceptance to develop an integrated model explaining customers’ price acceptance on the mobile phone market in Vietnam. Design/methodology/approach This current research applied the cross-sectional design. Data was collected via questionnaires and 605 responses were left after refining. The exploratory factor analysis, confirmatory factor analysis and structural equation modeling methods were applied to analyze the collected data. Findings Prestige sensitivity and product involvement positively affect product knowledge and price mavenism. In turn, these two latter factors together with prestige sensitivity positively affect price acceptance. Besides, product knowledge and price mavenism mediated the effects of product involvement and prestige sensitivity on price acceptance in the context of complex products, rapid product innovation, social setting of using mobile phones, highly competitive market, the low purchasing power of customers and the typical cultural values of Vietnam. Practical implications The high product involvement and high prestige sensitivity customers could make up attractive market segments, especially important in the case of launching new products; concentrating marketing efforts on building product knowledge and price knowledge for these market segments may enhance price acceptance, speed up market penetration as well as improve price communication. Originality/value This is one of the first studies explaining price acceptance on the mobile phone market in Vietnam and clarifying the mediating effects of knowledge (product knowledge and price mavenism) on the causal relationships between product involvement/prestige sensitivity and price acceptance.
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Hull, Frank M. "Simultaneous Involvement in Service Product Development: A Strategic Contingency Approach." International Journal of Innovation Management 07, no. 03 (September 2003): 339–70. http://dx.doi.org/10.1142/s1363919603000854.
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This paper analyzes how simultaneous involvement by multiple functions in the development of service products affects performance. Early simultaneous involvement entails input from the outset by all relevant functions, especially those representing downstream competencies. Given that cross-functional involvement is time consuming and costly, one may hypothesize that its best for high performance only to the extent needed, such as at early stages of development or under the condition of novelty. The impact of simultaneous involvement on performance is measured as time compression and cost reduction. The contributions of ten functions are examined at three stages of a development cycle: (1) product concept; (2) product release; and (3) after sale. How product innovation strategy moderates the impact of simultaneous influence on performance, measured as time compression and cost reduction, is examined for three product innovation strategies: new, major modifications, and minor modifications. Results from analyzing 62 service enterprises in New York show that simultaneous involvement by multiple functions has the strongest main effects on performance at the earliest stage of the product concept. But, it also has weaker effects after initial sale. If the product innovation strategy is one of novelty, simultaneous involvement by multiple functions has interactions with performance throughout the development cycle. Some functions appear to be a kind of core team that is involved throughout. Others play more stage specific roles. If the product innovation strategy involves a lesser magnitude of innovation, levels of simultaneous involvement are either lower and/or do not have positive interactions with performance. These results are generally consistent with contingency theory that suggests the level of coordination and integration is affected by the novelty and uncertainty of the task environment. These results parallel those observed studies of goods industries. However, the level of augmentation of service products after initial sale, especially those involving interpersonal exchanges and transactions, appears higher than for more tangible goods.