This study is based on research focused on the importance of values in marketing communication. It looks into the effects of self-transcendent values as used by purpose brands, in comparison to self-enhancement values. In this context, values are important life goals on which the attitudes and actions of people in various situations are based. The results of an experiment (N = 1000) set up to this end show that self-transcendental values are considered to be more important than self-enhancement values. Also, the use of self-transcendental values leads, both directly and indirectly, to stronger perceived product quality, a more positive brand attitude and increased consideration to buy than the use of self-enhancement values. The indirect and positive effect of values on the dependent variables is the result of mediation through consumer brand identi cation. The current study complements previous research conducted into the importance of different value types in consumer behavior and provides new insights into which value type is more bene cial for purpose marketing efforts.
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Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach - While the marketing paradigm is focused on customers, marketing strategy focuses on both the demand and supply side of the market. The authors suggest bringing the paradigm and strategy more in line by adding the brand identity into a new, more balanced, marketing paradigm, called identity based marketing. Findings - The brand identity can be considered the representative of the resource based view since identity will be based on competences and capabilities. Although branding is widely accepted as a marketing issue it has until now not been dealt with within the scope of the marketing paradigm. Originality/value - Adding branding to the highest level in the marketing theory hierarchy (marketing as concept/paradigm, strategy, and tactics), has important implications for marketing practice and leads to a research agenda with more emphasis on the relation between (changes in) brand identity and customer perceptions and needs. © Emerald Group Publishing Limited.
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De wijze waarop organisaties kunnen bijdragen aan de “brief of our lives” – de opdracht van ons leven – waarover reclamebureau Havas het heeft, is door hun (non )commerciële doelstellingen te bereiken met inachtneming van deze drie spelregels.
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In dit rapport is verslag gedaan van explorerend onderzoek naar de geldigheid van de opleidingscompetenties van Commercieel Management, bij een overgang van lineair naar circulair economisch model. Daarbij is vooral gezocht naar de eventuele gevolgen op het gebied van de marketingfunctie (marketing, marketingonderzoek en marketingcommunicatie) binnen bedrijven in een circulair economisch systeem.
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Lang stond marketing en customer experience ten dienste van een eenzijdig belang van organisatie, en fungeerden mensen primair als middel (in de rol van klant) tot financiële doelstellingen. Echter, het huidige debat in de samenleving over duurzaamheid en de inzet van geavanceerde technologie zet het belang van mensen, samenlevingen en de planeet sterker aan. Dit vraagt van organisaties om daar rekening mee te houden en een bijdrage aan te leveren, naast hun eigenbelang. Organisaties wordt gevraagd om meervoudige waardecreatie te realiseren. Maar wat vraagt dit van de competenties van marketing & customer experience professionals? Welke nieuwe rol spelen zijn binnen organisaties om aan deze veranderende verwachtingen te voldoen?
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Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications and how they can influence consumer behaviour. This is particularly relevant given the recent rise in values-based marketing, sometimes also referred to as purpose marketing. Three studies were conducted. The outcomes of study one showed that perceived values (rather than personality traits) indeed play a key role, alongside functional congruence, as a predictor of repurchase intentions. This was particularly true for consumer durables and service brands that consumers have longer relationships with. Study two confirmed that perceived brand values are, next to functional product characteristics, considered as more important than brand personality traits when longer relationships are involved. These effects were most pronounced in the case of prospective situations and services compared to products. Having demonstrated the importance of brand values, the third study zoomed in on the type of value communicated. To this end, brand messages involving self-transcending values (such as concern for society, the environment, and close others) were compared with self-enhancement values (mainly the personal need for recognition of achievements by others and power). In line with research on purpose marketing, results showed that brand messages with self-transcending values outperformed those with self-enhancement values on measures including attitudes toward the brand, perceived quality, and consideration to buy. Moreover, consumer brand identification acted as a mediator in this process, further reinforcing the aforementioned effects. The final chapter of this dissertation presents a discussion of the findings presented across the studies, including relevance to practice and directions for follow-up research. Findings across these studies show that brand values are key to consumer decision making and hence deserve more attention in marketing and branding literature.
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Begin dit jaar ontving ik een brief van de belastingdienst, een eerste maning voor het vooruitbetalen van inkomstenbelasting voor het komend jaar. Op zich geen verrassing. Elk jaar word ik, net als duizenden mede-Nederlanders, geacht alvast belasting te betalen over geld dat ik nog moet gaan verdienen. De inhoud van deze brief illustreerde echter toevallig een aantal gedachten over het marketingvak die me sinds enige tijd bezighouden.
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Het aanzien, de rol en de invloed van marketing binnen bedrijven wordt vooral bepaald door marketingaccountability en innovativiteit, zo blijkt uit onderzoek van de Rijksuniversiteit Groningen. Fact-based en/of resultaatgedreven werken met een nadruk op klantgedreven innovaties zijn de mogelijkheden die worden gezien om marketing een grotere rol te laten spelen.Ton Borchert en Gerrita van der Veen geven in dit artikel aan dat om dit mogelijk te maken, onder andere een ‘evidence-based’ beroepspraktijk noodzakelijk is.
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World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which are influenced by perceived cultural and business distance between their home- and foreign country. Telkom Indonesia International (Telin) was formed by Telkom Indonesia (i.e. the state-owned company in the telecommunication industry in Indonesia) to engage in international business within a global market. The central question in this study is to what extent do managers’ perceived cultural and business distance between home- and foreign country influence their IMS decisions? A mixed research strategy will be employed by applying qualitative and quantitative methods concurrently. The data collection will involve interviews with CEOs and managers, alongside a web survey to 55 managers of Telkom's. Results suggest important consequences for IMS decisions and emphasizes the need for dialogue on perceptions of cultural and business characteristics of countries.
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Met de opkomst van massacommunicatie in de twintigste eeuw en de toenemende reikwijdte van commerciële reclameboodschappen, is onze samenleving jarenlang collectief opgevoed met ideeën over consumptie van goederen en diensten. Oorspronkelijk ging commerciële communicatie vooral over het garanderen van de kwaliteit van merkproducten.
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