ORCID Profile
0000-0003-4963-4584
Current Organisation
UNSW Sydney
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Publisher: Elsevier BV
Date: 12-2016
Publisher: Informa UK Limited
Date: 08-08-2021
Publisher: Elsevier BV
Date: 03-2017
Publisher: SAGE Publications
Date: 11-2014
DOI: 10.1016/J.AUSMJ.2014.08.013
Abstract: Assessing customer's vulnerability to competitive offers and separating loyalty owned by employees versus company-owned loyalty are strategically important for a firm's survival. This paper investigates gender differences in the willingness to forego a more attractive alternative to stay loyal to a particular organisation or employee. Across three experimental studies the results suggest that female and male consumers are willing to forego a more attractive alternative, yet for different objects of loyalty. Whereas females tend to be loyal to in idual employees males concentrate their loyalty at the level of organisations. The paper concludes with several strategic implications for marketing managers with respect to strategic recourse allocation and relationship marketing.
Publisher: Emerald
Date: 13-04-2015
Abstract: – The goal of this paper is to empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs, cross-customer effects and competition effects. Despite firms across the globe spend billions of dollars on LPs, it is not clear: whether these programs enhance customer loyalty, what happens if a program is terminated and which LP design elements enhance effectiveness of LPs. – The authors empirically investigate to what extent the effects of introducing and terminating a LP depend on: its monetary and non-monetary design elements, customer characteristics and competition. The empirical evidence is based on a bivariate hierarchical linear model, using a large-scale dataset involving 9,783 consumers rating 24 different LPs across eight industries. – While the characteristics of LP are more important in influencing customer behavior when they join the LP, the competitive environment and the duration of membership in an LP are the primary drivers of customer reactions to LP termination. Non-monetary discrimination between members and non-members is a more powerful tool in creating customer loyalty than offering higher discounts or saving points. The effect of discrimination on loyalty sustains when an LP is terminated. – This is the first research to empirically investigate the effect of an LP termination, accounting for simultaneous effects of LP designs and competition effects. The authors measured behavioral intentions in a hypothetical case of LP termination. Future research could assess the effects of LP termination and the moderating role of both monetary and non-monetary design elements on other behavioral loyalty variables based on, e.g. household panel data, when such data on LP terminations across industries becomes available. – When a firm considers the introduction of an LP or changing an existing one, non-monetary discrimination between members and non-members seems to be the most effective tool in building sustainable customer loyalty. Further, offering a relatively low saving rate is a viable way to keep costs down because the savings percentage does not significantly affect loyalty. For the same reason, firms can also consider reducing or eliminating LP-based discounts. The competitive environment and the duration of membership in an LP are the primary drivers of customer reactions to LP termination. – To the best of authors’ knowledge, the potential effects of LP termination have not been addressed in the current literature. The authors empirically assess the effects of LP termination and effects of those programs at the introduction. Understanding the factors that moderate the potential negative impact of terminating an LP is of crucial importance to managers and researchers alike. The paper is of great value for firms that consider introducing, modifying or terminating an LP.
Publisher: Informa UK Limited
Date: 13-11-2017
Publisher: Emerald
Date: 12-09-2016
Abstract: The purpose of this study is to investigate whether, how and why gender cues influence brand perception and subsequent purchasing behaviour. Across four experimental studies conducted online with either a convenience s le (Studies 1a and 1b) or a representative s le of consumers (Studies 2 and 3), the authors empirically investigate whether gender cues impact brand perception along dimensions of warmth and competence and how other warmth and competence cues in a consumer environment moderate the effect of gender cues on consumer brand perceptions. Gender cues (e.g. gender-typed colours and shapes) activate gender-stereotypical knowledge of warmth and competence, which spills over to the brand. This effect depends on the presence of other competence cues in a consumer’s environment. In contrast to conventional practice, in the presence of a high competence cue (e.g. reputable brands), feminine gender cues enhance purchase likelihood (via activation of warmth perceptions), whereas masculine cues actually decrease purchase likelihood. In contrast, in the presence of a low competence cue (e.g. new companies), masculine gender cues enhance purchase likelihood (via activation of competence perceptions), whereas feminine cues lower purchase likelihood. The authors used an experimental approach to explicitly test for causality and isolate the effect of gender cues in a controlled setting. Future research should further address the implication of gender cues using actual sales data. Reputable companies often explicitly use cues to highlight their competence. The results of this research suggest that managers may want to reconsider this approach. That is, marketers of brands with established high competence should consider integrating more feminine cues to highlight their warmth, such as feminine shapes (e.g. circles and ovals) or feminine colours (e.g. a shade of pink) in their packaging and marketing communication. In contrast, companies that have not established their competence or not-for-profit organisations would be better off integrating masculine cues. This is the first research to empirically investigate the effect of gender cues on brand perception and subsequent purchase behaviour. Not only does this research show that gender cues can alter brand perception along the warmth and competence perception but also the authors address the call to identify conditions under which warmth versus competence cues enhance brand perception and purchase likelihood (Aaker et al., 2010). In particular, this research demonstrates how multiple warmth and competence cues interact with each other.
Publisher: Informa UK Limited
Date: 25-07-2016
Publisher: Springer Science and Business Media LLC
Date: 21-01-2012
Publisher: SAGE Publications
Date: 11-2012
DOI: 10.1509/JM.11.0349
Abstract: Foreign branding—or using brand names that evoke foreign associations through, for ex le, spelling a brand name in a foreign language—is a popular means in both developed and emerging countries of suggesting a specific country of origin (COO) in the hope that it will evoke certain product qualities. As a result, consumers increasingly encounter products with brand names that imply a COO that differs from the actual COO (where the product is manufactured). In four experiments, the authors find support for the hypothesis that incongruence between the actual COO and implied COO decreases purchase likelihood asymmetrically. Incongruence backfires in hedonic categories but has hardly any effect in utilitarian categories. Furthermore, incongruence decreases purchase likelihood more if the actual COO is an emerging rather than developed country. The authors address the psychological process underlying the asymmetric effect of incongruence by showing that consumers apply different information-processing strategies to hedonic versus utilitarian products. These results have important implications for (foreign) branding decisions.
Publisher: SAGE Publications
Date: 07-2009
DOI: 10.1509/JMKG.73.4.82
Publisher: Springer Science and Business Media LLC
Date: 08-09-2022
Publisher: Springer Science and Business Media LLC
Date: 25-09-2023
Publisher: Springer Science and Business Media LLC
Date: 15-09-2014
Publisher: Elsevier BV
Date: 03-2020
Publisher: Elsevier BV
Date: 04-2014
Publisher: SAGE Publications
Date: 08-10-2022
DOI: 10.1177/00222429211029199
Abstract: Social norms shape consumer behavior. However, it is not clear under what circumstances social norms are more versus less effective in doing so. This gap is addressed through an interdisciplinary meta-analysis examining the impact of social norms on consumer behavior across a wide array of contexts involving the purchase, consumption, use, and disposal of products and services, including socially approved (e.g., fruit consumption, donations) and disapproved (e.g., smoking, gambling) behaviors. Drawing from reactance theory and based on a cross-disciplinary data set of 250 effect sizes from research spanning 1978–2019 representing 112,478 respondents from 22 countries, the authors examine the effects of five categories of moderators of the effectiveness of social norms on consumer behavior: (1) target behavior characteristics, (2) communication factors, (3) consumer costs, (4) environmental factors, and (5) methodological characteristics. The findings suggest that while the effect of social norms on approved behavior is stable across time and cultures, their effect on disapproved behavior has grown over time and is stronger in survival and traditional cultures. Communications identifying specific organizations or close group members enhance compliance with social norms, as does the presence of monetary costs. The authors leverage their findings to offer managerial implications and a future research agenda for the field.
Publisher: Elsevier BV
Date: 12-2017
Publisher: Wiley
Date: 23-09-2021
DOI: 10.1002/MAR.21588
Abstract: Consumers are increasingly exposed to simultaneous auditory and visual stimulation in retail environments. Consistently, there is rising practitioner interest in how to interact the visual appearance of products and packaging with music sounds. This study addresses the intriguing question whether music systematically changes how people like what they see. We propose a cross‐modal homeostasis effect that explains how music changes the inverted‐U relationship between the perceived complexity of visuals and how much people like them. We show that the presence of music (irrespective of its complexity) shifts the optimal level of visual complexity towards liking of relatively simple visuals. Thus, while the mere presence of music decreases consumers' liking of complex visuals, it increases their liking of simpler visuals. Given the omnipresence of background music across business environments, the results have important implications, as music can have unexpected cross‐modal consequences for the evaluation of visuals.
Location: Netherlands
No related grants have been discovered for Valentyna Melnyk.