Editorial

Citation

Leventhal, R.C. (2009), "Editorial", Journal of Consumer Marketing, Vol. 26 No. 6. https://doi.org/10.1108/jcm.2009.07726faa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 26, Issue 6

I once heard the comment (from an exasperated marketing manager on learning the results of his company’s latest market share results) that “the market would be a great place – if it weren’t for the consumer!” Even though this is a rather bold statement, the bottom line is that no matter what marketing strategy we use, or constantly collect data about the consumer, the final decision is made by the consumer. Given that there is now a global marketplace to be concerned with, we cannot assume that we have a total understanding of how both personal and external factors interact to cause a consumer to behave in a certain manner. The ease in which the consumer obtains information today has affected how we can attract a consumer to our products and/or services. As the consumer evolves, their attitudes and perceptions may change as it relates to the marketplace, so a company must constantly rethink how they will not only appeal to a consumer, but maintain an ongoing relationship with them.

The Misplaced Marketing section addresses the issue of problems associated with poor data quality.

Gupta and Ogden consider both social dilemma theory and reference theory to explain the attitude-behavior inconsistency in environmental consumerism. The authors develop a framework that suggests that the difference between green and non-green buyers will depend on certain key factors related to the individual social value orientation, trust in others, reference group influence, perceived efficacy and factors that influence the costs of cooperation to the individual. The authors then make definitive recommendations as to how marketers should proceed with their green marketing efforts.

Lacey investigates customer loyalty program membership effects from a multi-faceted relational outcomes perspective. The author determines that loyalty programs may have a limited impact on tested relational outcomes. Loyalty program membership favorably influences customers’ desires to increase their purchases and provide complaint feedback to a firm. However, loyalty program membership fails to favorably impact four key advocacy outcomes that must be addressed.

Liu investigates how credit card redemption reward programs works in China. The author assesses Chinese credit card users’ level of awareness about reward redemption programs. Additionally, the factors affecting the redemption of reward points, one of the customer loyalty programs used by many credit card issuers worldwide, are also identified. The study makes the point that credit card marketers could communicate with their customers more effectively to spread and reinforce awareness about point-based reward programs and encourage the consumer to experience said benefits of this program.

Barber, Dodd and Kolyesnikova examine the influence on search behavior of gender, purchase confidence, and internal knowledge during different purchase situations. The results of situational use indicate sources of information are perceived differently by males and females depending on their levels of purchase confidence and internal knowledge, suggesting when consumers consider sources of information, such as retail clerk, family/friends or themselves, the purchase situation influences the decision.

Aspara writes that individuals’ consumption psychology and investment psychology have been traditionally viewed as rather separate realms. However, current researchers have recently begun to imply that an individual’s stock ownership may positively influence his/her brand loyalty towards the company. The purpose of this research is to explicate the psychological motivations underlying this influence as well as to provide empirical evidence of it. The findings imply opportunities for marketing managers to benefit from the tendency of individual stockowners to engage in repeat purchasing of the company’s products and word-of-mouth, so as to increase the sales of the company.

Anchor and Kourilova´ present research to help fill in the gap in knowledge as it pertains to the various aspects of consumer perceptions of the British retailer Tesco, and its private label brands, as relates to the Czech Republic. The authors found that the general view of Tesco’s own brands is slightly less positive among Czech than British customers. However, significant differences emerge when these are examined in terms of income. Increases in income lead to a decrease in the favorability with which own brands are viewed in the Czech Republic – the opposite to the position in the UK. Age of the consumer was also found to be significant. The results of this research may be important to Tesco in relation to their general expansion in central and Eastern Europe and its (private) brand building in particular.

The case that found in this issue offers retailers and manufacturers tips on adopting a comprehensive consumer-centric approach to business in order to maintain a competitive edge in the retail marketplace.

You will also find our Book Review and Computer Currency sections in this issue.

Richard C. Leventhal