Developmental papers
Examining Internationalisation Strategies of Emerging Market Multinationals in Luxury Fashion The Case Study of Shandong Ruyi Technology Group (143)
Author/s: Huifeng Bai Weijing He Julie McColl
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Emerging market multinationals, Luxury fashion marketing, Internationalisation strategies, Ruyi Group, Value chain
Abstract: From the perspective of international retailing, this empirical study contributes to the understanding of emerging market multinationals EM MNCs in luxury fashion retailing through a single case study which examines the critical success factors of internationalisation strategies of Chinas Shandong Ruyi Technology Group. Their international expansion is predominantly motivated by proactive factors including internal policies, vision of senior management, and the ambition to develop and control the whole value chain, from rare material sourcing and manufacturing to retailing. Their international expansion strategy includes mergers, acquisitions, and strategic alliances. In these alliances, the company holds a majority of equity which allows them to obtain a high degree of control. As a parent group, however, Ruyi regards all subsidiaries as stand alone enterprises and operates them through decentralised and localised management strategies.
The Role of Culture in Shaping UGC towards New Product Design through Crowdsourcing ideas (164)
Author/s: Tahir Nisar Dina Saleh Alghamdi
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Users Ideas, Crowdsourcing, Product design
Abstract: This research will investigate the differences in product related beliefs in the crowdsourcing ideas of the users towards New Product Development, through the cross-sectional design to interpretation of the users cognitive response in terms of product related beliefs in the users ideas that through their preferences and judgements. The culture is considered to be a mediator in this study that will allow the researcher to interpret the results in the light of the cultural difference.
The Critical Success Factors of Luxury Fashion Retailers Internationally Expanding into and within the Chinese Market (170)
Author/s: Huifeng Bai Julie McColl Louise McBride
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: International retailing, Post-internationalisation expansion, Luxury fashion retail marketing, Critical success factors, China
Abstract: This empirical study examines the critical success factors of foreign luxury fashion retailers from an international retailing perspective in the period after 2014, when China became the second largest global luxury fashion market with an increasingly sophisticated luxury fashion consumer. Six retail case studies were selected from a variety of countries with different retail formats, key products, and ownership structures, in order to be representative of the market. The intention of this research is to explore the critical success factors which can help luxury fashion retailers and emerging brands to achieve success in the Chinese market. The results of the research suggest that critical success factors include localised marketing strategies, the adoption of omni-channel strategies in distribution and communication, and the flexibility of operational strategies to react to quickly market changes.
Reconsidering the Narcissism-Luxury Link: An Exploration into the Trait-Like Psychological Variables Stemming from the Dark-Triad Personality Trait of Narcissism (183)
Author/s: Aybars Tuncdogan Zhoujun Yu
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Luxury consumption, dark-triad personality traits, narcissism, values, needs
Abstract: The emerging literature on dark-triad personality traits have demonstrated several psychobehavioral outcomes of narcissism. However, we have limited information regarding the intermediary mechanisms through which narcissism affects these outcomes. One relationship that is already documented in the literature is the one between the dark-triad personality trait of narcissism and the general intention to buy luxury goods. In this brief report, by examining four variables (i.e. materialism, hedonism, need for power and need for uniqueness) through which the trait of narcissism exerts its influence in this relationship, we provided further insight into the nomological network of narcissism. The hypotheses are tested through a survey of 713 Chinese-speaking respondents. The results of the study suggest that the effect of narcissism on the general intention to buy luxury goods can be fully explained through these four variables. This brief report has implications for future research on dark-triad personality traits.
The Rise of Online Shopping: Could Servicescape Revive the High Street? (287)
Author/s: Adam Poole Georgina Wiseman
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Female Fashion, Servicescape, Online, Instore
Abstract: Against a background of rising online sales and the decline of traditional high street shopping, this study examines factors related to in store atmosphere and servicescape that may encourage consumers to purchase in store rather than online in the context of female fashion. This development paper indicates that fashion shopping is experiential for many female consumers and that consequently store atmosphere or servicescape may encourage female consumers to shop instore for fashion rather than online. Furthermore, this paper indicates that different groups of consumers have different preferences for factors contributing to atmosphere or servicescape.Taken together this suggests that if retailers undertook store improvements that enhanced the shopping experience by meeting these preferences, female fashion shoppers may be more inclined to purchase instore.
Digital Resources as Competitive Advantage in Traditional Retailing: Capabilities, Applications and Performances (416)
Author/s: Amela Dizdarevic Heiner Evanschitzky Christof Backhaus Andre Marchand
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Digital Services, Retail Agglomerations, Resource-based-theory, Benchmark
Abstract: While the digital transformation is fundamentally changing the retail sector as a whole, practical adoptions of digital technologies through mobile or fixed devices in brick-and-mortar retailing can be considered to be at an early stage. Likewise, studies about the effects of such digital services on customer attraction are still underrepresented in the literature. This research investigates how the growth of digital services can be leveraged to augment the offline shopping experiences in retail agglomerations such as shopping centre and High Streets. Based on a series of expert interviews, we do so by evaluating the current role of digital services in retail agglomerations and compare best practices by means of novel and established performance metrics. We anticipate that this research identifies new ways to combine innovative technologies with more traditional services to improve competitiveness of traditional retail destinations.
Exploring Negative Customer Brand Engagement In Social Media: A Framework Of Antecedent And Consequence (552)
Author/s: Ovinda Wijeyaratne Sheilagh Resnick Mojtaba Poorrezaei
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Customer engagement, Consumer engagement, Brand engagement, Brand related content
Abstract: Social media has established new opportunities for businesses to engage with their customers. Central to this engagement is customer brand engagement (CBE), which has been conceptualised as a positive relationship between a brand and a customer. However, along with a positive relationship, social media has also introduced a negative relationship, which is conceptualised as negative customer brand engagement (NCBE), and which can destroy the brand value of the businesses. This research aims to develop a comprehensive framework of antecedent (brand betrayal) and consequence (brand hate) of NCBE in social media, grounded in service-dominant (S-D) logic and the conservation of resources (COR) theory. The study proposes using data from 250 participants to test the proposed hypothesises in the conceptual framework. Using COR theory, this study provides new insights about the NCBE process, and offers valuable suggestions to brand managers to transform NCBE to positive CBE in social media.
Loyal Consumers and their Brands: Does Sacrifice Exist? (559)
Author/s: Nora Alafaleg Dr Robert Cluley Dr Anastasios Pagiaslis
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Brand loyalty, brand relationship, willingness to sacrifice
Abstract: The sacrificial element of loyalty is missing in brand loyalty theory. In a wider theory of loyalty, relational sacrifice is seen as a key element and a higher and extreme form of loyalty. Where people are willing to make sacrifices, their relationship are more stable and enduring. The literature of social psychology shows that loyal individuals are willing to make sacrifices for their partners or relationships. The aim of this paper is to develop the concept of brand loyalty through the lens of relational sacrifice. The paper concludes that brand loyalty consists of sacrificial behaviour and that relational sacrifice is more likely to be a key element of brand loyalty.
Towards Sustainable Fashion Retail Stores (776)
Author/s: Jureepon Lueakha Prof. Anthony Kent Dr. Naomi Braithwaite
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Retail fashion, Design Sustainability, Materials, Consumption
Abstract: The concept of sustainable retail stores is slowly gaining acceptance. In part this is due to the different approaches and practices evident in the market positioning of stores, from minimal designs in discount stores to highly designed flagship stores. The aim of this research is to explore the potential for sustainability in fashion interior retail design in the Thai fashion market and the use of alternative sustainable materials. This developmental paper introduces the problem of design practice processes and the opportunities for sustainable fashion retail interior design. An important aspect of sustainable fashion retailing arises from the sectors seasonal fashion retail interior decoration trends. Where designers use materials for short term store fit outs and displays, they must consider ease of transportation, installation, functionality and distinctiveness to attract the consumers attention. Measuring the key elements of shop equipment in terms of their impact of materials on the fashion retail environment should be based on its complete life cycle. The second objective of the paper is to understand the key issues in the relationship between retail brands and designers and to identify barriers to the implementation of sustainable design practices. This will require and understanding of retail brand identity to inform the selection of appropriate materials that will contribute to a sustainable fashion retail environment. The third objective is to identify the market opportunity for sustainable fashion retail design that could benefit the brand and consumer with new experiences drawing on an awareness of global environmental problems and specifically those in Thailand.
Value Co-creation and Co-destruction: The Influence of Human Basic Values and Personality Traits on Consumer Choices (921)
Author/s: Olabode Ogunbodede Savvas Papagiannidis Eleftherios Alamanos
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: N/A
Abstract: Consumers and firms interact across various touch points along the value chain. During these interactions, value can the co-created or co-destroyed. The resultant value created or destroyed depends on the behaviour of both parties during interaction. When firms make value propositions, the resultant value co-created or co-destroyed depends on the consumers behaviour which is reflected in the choices they make during interactions. This makes understanding the determinants of consumer choices important if we are to understand value co-destruction. This paper focuses on the understanding how values and traits influence consumer choices during interactions with firms.
Personalisation: A Consumer Culture Perspective In Online Fashion Consumption (1000)
Author/s: Michael Paul Skinner Iryna Kuksa Tom Fisher Anthony Kent
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Personalisation, consumption, marketing, self, online
Abstract: This development paper offers initial exploratory discussion with the aim of providing a theoretical contribution to the phenomenon of personalisation through conceptualisation from a UK consumer perspective.
The rationale for the paper is that current conceptualisations of personalisation are from a producer perspective and emphasise the importance of relevance to the consumer to increase customer satisfaction and loyalty. This perspective falls short in articulating what personalisation means for the consumer and explaining motivations for engagement with it.
In proposing Consumer Culture Theory (CCT) as the lens for exploring personalisation, discussion takes place as to the links between personalisation, extended self and consumption in the culturally constituted world.
The paper concludes by offering next steps in the study which include further literature review, methodological design and a pilot study.
The Role Of Chinese Guanxi And Arabic Wasta In Attracting And Maintaining Customers Relationships A Comparative Study (1026)
Author/s: Ahmed Shaalan Marwa Tourky
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Personal relationship, Guanxi, Wasta, Relationship marketing, Relationship quality, Customer retention
Abstract: This paper proposes and empirically tests a novel model that links Eastern derived personal-type relationships, Chinese guanxi and Arabic wasta, to Western relationship marketing and develops theoretical and managerial implications of such linkages. The model uses guanxi and wasta as a means to attract and recruit potential new customers to the organization. The paper shows how to build organizational relationships with customers beyond the employee-customer dyad to maintain and enhance customer relationships over time. Based on a large-scale survey administrated in China and the Middle East, the initial findings show that wasta and guanxi enhance relationship marketing variables and relationship quality. The initial findings also suggested that the proposed model will help organizations avoid the pitfalls of solely applying guanxi or wasta and thus losing connections with customers when employees leave. The paper also shows how to adapt relationship marketing to non-Western cultural characteristics and problems, such as a lack of trust, in less capitalist economies, like China and the Middle East. As such, this study offers new and valuable insights for both Western firms, which tend to apply relationship marketing only, and non-Western firms, which tend to employ only wasta.
Market Information Resource and the Development of Small Firm Marketing Capabilities (1191)
Author/s: Grace Ellen Carson Christina O'Connor Geoff Simmons
Track: Marketing and Retail
Paper Type: Developmental Papers
Keywords: Marketing Capabilities, Market Information Resource, Small Firms, Agri-food Industry
Abstract: Research Aim
This research aims to investigate whether an increase in the level of market information resource (MIR) possessed by a small firm is positively related to the development of small firm marketing capabilities, over a longitudinal period.
Theoretical Background
The concept of marketing capabilities remains relatively new to the marketing discipline (Morgan et al., 2018). Thus, we add to the capability view by considering the relationship between formalised MIR and marketing in a small firm context, with particular reference to architectural capabilities (market sensing/planning), specialized capabilities (marketing mix) and dynamic capabilities (transforming). Research indicates that MIR can encourage small firms to undertake a more strategic and planned approach to marketing (Del Vecchio et al., 2018). Indeed, MIR provides insights that guide firms as to which value-adding activities they shoul