WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUALITATIVE INSIGHTS

Olivier Reimann,Udo Wagner 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

46 2016 Global Marketing Conference at Hong Kong Proceedings: 46-47 (July 2016) http://dx.doi.org/10.15444/GMC2016.01.04.01 WHY DO CONSUMERS BUY PREMIUM PRIVATE LABELS? – SOME QUAL-ITATIVE INSIGHTS Olivier Reimann, University of Vienna, Austria1) Udo Wagner, University of Vienna, Austria2) ABSTRACT Private labels (PL) have developed remarkably well during the last two decades. In many Western European countries they achieved market shares of around 30 percent and more. A phenomenon that recently gained momentum in academia and practice are premium PL (PPL). That are PL positioned as “better and cheaper” or “higher in price and superior in quality” compared to the leading NB. However, with regard to the perceived quality gaps consumers attributed economy and standard PLs vis-à-vis national brands (NB) in the past, it appears contradictory that PPL could become “one of the hottest trends in retail-ing”. To the best of the authors’ knowledge no study published up to now has addressed the following research question: Why do consumers prefer PPL over NB or other PL tiers. The present work tries to provide some insights into this research gap. We conducted two empirical research projects which aim at shedding some light on po-tential drivers of PPL product choice. Both projects are field studies with two leading grocery retail chains in a Central European country as research objects. In this country, the grocery retail market is characterized by a relatively high PL market share (29 percent in 2013) and a high concentration of retailer power: in 2014 the top three retailers cov-ered 85 percent of the overall market. Project I conducted focus group interviews. Partici-pants discussed about economy PL, standard PL and PPL products. Participants debated whether / under which circumstances they would choose one of these PL tiers or a NB. Research project II consisted of semi-structured interviews conducted with consumers in stores. The study revealed major determinants of PPL product choice: (1) quality and price, (2) packaging, (3) origin, and uniqueness, and (4) co-branding. We also gained some insights into the role of psychographics and demographics, brand management and communica-tion as well as on store loyalty. Disadvantageous for retailers, the reasons for PPL prod-uct choice are mainly not PPL brand related. PPL shoppers search for intrinsic or extrin-sic cues and would buy any other brand that offers a similar product. However, the find-ings for co-branding PPL showed that suggestions to apply traditional branding strategies in order to increase (premium) PL success should gain more attention from academia and retailers.

SOCIAL NETWORK SERVICES: LANDSCAPE OF AUSTRIA

Udo Wagner 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

The Austrian scene differs greatly from the one in the Anglo-American region. Even the difference to the neighboring country Germany is a significant: the scene in Austria is dominated above all by fashion bloggers and to a lesser extent there are lifestyle and food bloggers; Austrians are considerably less oriented towards technical and political blogs. The most prominent and popular example probably is Stylekingdom: this has been the most famous Austrian fashion site for quite some time and has been maintained since 2007. This page presents information about jewelry and fashion collections regularly. In addition, selected advertisements might be placed there which is of interest to companies because of the considerable reach of this site. Mangobl?te is one of the most popular luxury fashion blogs in Austria. Backed up with beautiful photos, the blog offers insight into a luxurious life by also displaying travelling in luxury resorts, eating in the best restaurants in the world and a private room that serves as a closet. Given the ubiquitous nature of the internet, American sites are also easily accessible to Austrians. One famous example is the site The Style Rookie which is mainly devoted to fashion. In the presentation additional examples will be presented and some comparisons will be undertaken

POSSESSION ATTACHMENT TOWARDS GLOBAL BRANDS: THE “WORLD OF BARBIE” SHAPING THE MINDSET OF YOUNG INDIAN GIRLS

Udo Wagner,Isaac Jacob,Monica Khanna,Krupa Rai 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

Culture-Specific Number Symbolism in Restaurant Prices

Udo Wagner,Jutatip Jamsawang 연세대학교 동서문제연구원 2014 Global economic review Vol.43 No.1

Most cultures assign additional meanings to numbers, beyond their prevalent (arithmetic) denotation. Such connotations might extend to other settings too, such as price perceptions. Therefore, this study summarizes the (positive and negative) characteristics associated with certain numbers by traditions, religious faith, and cultural heritage. The empirical investigation focuses on restaurant prices in three cultural settings (Chinese, Indian, and Islamic), facilitated by the increasing proportions of multicultural populations and numbers of ethnic restaurants. Consistent with predictions, the number 8 for Chinese, number 7 for Islamic, and numbers 5 and 9 for Indian products are more common in the cross-cultural comparison.

CHARISMATIC SELLING: AN INVESTIGATION OF CHARISMATIC NONVERBAL BEHAVIORS IN PERSONAL SELLING

Sandra Pauser,Udo Wagner,Claus Ebster 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?Charismatic public figures are often associated with personal magnetism, a captivating aura, and an ability to influence their counterparts. Over the last 25 years, the concept of charisma has gained considerable interest among social scientists, and its positive effects on performance have been reported in multiple research areas (Vercic & Vercic, 2011). Nevertheless, there exists scarce research on charisma in marketing and little is known about specific nonverbal behaviors that predict charisma (Heide, 2013). Additionally, for decades a substantial body of sales research has been focusing on identifying characteristics of sales personnel that predict performance (Bauer & Martin, 2009). Therefore, the aim of this paper is to identify nonverbal behaviors that lead to a salesperson’s charisma in a personal selling context by posing the following research question: Which aspects of body language differentiate salespersons from each other and are such differences antecedents for perceived charisma?in front) should be used more frequently in a personal selling situation to increase a salesperson’s charisma. These studies represent an important first step in conceptualizing charismatic sales behaviors and provide valuable insights for further research.

“MY FRIENDS SAY: BEST PRODUCT EVER!” THE CRITICAL ROLE OF SOURCE CREDIBILITY AND PRODUCT TYPE FOR POSITIVE VS. NEGATIVE ONLINE REVIEW INFLUENCE

Wolfgang Weitzl,Elisabeth Wolfsteiner,Udo Wagner,Sabine Einwiller 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The advances of the Internet open consumers new opportunities to share their consumption experiences, opinions and feelings with others. Online customer reviews (OCRs) are a crucial source of information for consumers and are regarded as one of the most influential types of electronic word-of-mouth (eWOM) in shaping consumer attitudes and facilitating purchase decisions (Plummer, 2007). Prior research has produced a number of valuable insights on OCRs (e.g., Dellarocas, Gao, & Narayan, 2010; Hennig-Thurau et al., 2004; Mayzlin, Dover, & Chevalier, 2014). Especially the influence of OCR valence (positively vs. negatively framed information) has received considerable attention both from practitioners and from scholars (e.g., Xue & Zhou, 2010; Yang & Mai, 2010; Lee et al., 2009). However, we argue that scientific insights on the influence of OCR valence remain limited. Specifically, this paper shows that the level of source credibility (high vs. low) as well as the type of product (search vs. experience good) are important moderators of the influence of OCR valence on several consumer OCR reactions (product attitude, product quality, and product trust) under specific circumstances only. Four hundred and sixteen respondents (70% females, average age 24 years) participated in an experiment with a 2×2×2 between-subjects full factorial design manipulating the OCR valence (positive vs. negative), the source credibility (high vs. low) and the product type (search vs. experience good). Results demonstrate that the effect of positive OCRs from highly credible sources on diverse outcome variables is larger than from low credible sources. By acknowledging Chaiken et al.’s (1989) theoretical extension of the heuristic-systematic model (Chaiken, 1980) we provide empirical evidence that source credibility intensifies the impact of positive OCRs due to the additivity effect. In contrast, credible negative information is not more influential than incredible information. A similar mechanism becomes operational when considering product type. Here, positive OCRs about experience goods have a stronger influence on product evaluations than similarly valenced information about search goods. This research provides further support for the crucial role of credible, positive OCRs in affecting consumer behavior in contrast to their negative counterparts. From a practical perspective, marketers should consider including highly credible OCRs from trustworthy and experienced customers’ peers as decision aids. This can be achieved, for instance, by including personal postings from Facebook. Such a strategy is particularly efficient as positive OCRs increase the consumer’s confidence towards the product while credible negative OCRs are not more harmful than incredible ones.

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry.

Ko, Eunju高銀珠, charles R. Taylor, Udo Wagner and Hyun Ah Ji(池賢娥) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

CEO形象和公司形象对营销十分重要,许多案例证明CEO形象直接或间接影响公司或产品价值。目前有技术带来的不同公司之间产品和服务差异化正在减小,越来越多的人根据公司形象和声誉决定购买或投资。在知识社会的今天,优秀的员工成为公司的客户,公司必须以市场的观念管理他们,如何安抚和吸引这些客户。时尚产业是最具附加值的行业,最重要资源就是人的知识和能力。然而还缺少这方面的研究。本研究具体的研究目标包括:1CEO形象(例如管理能力、可靠性或者领导力,个人魅力) 对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)的影响:2公司形象对雇佣品牌价值的影响;3CEO形象对雇佣品牌价值的影响;4公司形象是否作为CEO形象对雇佣品牌价值的中介变量。 本研究采用结构化问卷,398个便利抽样本被分为2组,包括时尚专业的大学生和从业者。用抽述性统计、因子分析、相关分析和多元回归分析和ANOVA分析。 研究结果如下。首先,CEO形象例如管理能力、可靠性或者领导力,个人魅力)对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)存在显著影响。但CEO个人魅力对产品形象和公司社会形象有影响,但不会影响公司文化形象。 其次,公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)影响雇佣品牌价值,其顺序依次是公司文化形象影响企业社会责任形象和产品形象。 第三,CEO形象(例如管理能力、可靠性或者领导力,个人魅力)影响雇佣品牌形象。其顺序依次是CEO的可靠性或者领导力,CEO的个人魅力和CEO的管理能力。 第四,公司形象对CEO管理竞争力和雇佣品牌价值的关系有中介作用。公司形象在CEO的管理能力和雇佣品牌价值之间起到完全中介作用。同时,在CEO的可靠性或领导力和CEO的个人魅力之间起到部分中介作用。 本研究对时尚产业的CEO形象、公司形象和雇佣品牌价值的关系进行研究,据有重要意义,将为管理CEO、公司和 优秀员工提供有用的信息。 The CEO and the Corporate Image is considered very important in the aspect of marketing The fact that CEO image itself influences the company or value of the product directly and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Window program. The results for this research are as follows, first, the study of the impact of CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial competence and Reliability/ Leadership, affected Product image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i,e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness ) affected the employment brand value. CEO's Reliability/ Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/ Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense tat it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried o

Digital Revolution, Marketing, and East Asia Economies

문준연,Udo Wagner 연세대학교 동서문제연구원 2014 Global economic review Vol.43 No.1

is special issue contains five articles that reflect the content shared during presentations at the 2012 Global Marketing Conference by Korean Scholars of Marketing Science held in Seoul, Korea. The authors of the twelve papers presented in relevant tracks of the 2012 Global Marketing Conference received an opportunity to revise their work for possible inclusion in this special issue. Through an independent round of double-blind reviews, the five articles that follow were developed, extended, and finalized.

THE COMMUNICATION STYLE MATTERS: IMPROVING SALES EFFECTIVENESS BY USING SOCIOMETRIC SENSORS

Sandra Pauser,Udo Wagner 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

The essence of any successful personal selling interaction is effective communication. Evidence from research on personal selling has provided extensive support for the effectiveness of nonverbal communication. Nevertheless, an individuals’ nonverbal communication style is difficult to measure during a sales conversation, as it is “encoded and decoded unconsciously” (Stewart, Hecker, & Graham, 1987, p. 305). This research introduces wearable sensor technology as a novel and objective approach for measuring nonverbal behaviors (i.e., kinesics, paralanguage, and proxemics) in a sales context using sociometric badges (Kim, McFee, Olguin, Waber, & Pentland, 2012). Findings reveal that salespeople can improve their appeal by making use of a more dynamic communication style (i.e., enhanced posture activity and variation in speech and volume), as opposed to a rather static, adhesive, and monotone communication. We contribute to the sales literature by relating a salesperson’s nonverbal communication behaviors to customer responses. In addition, we reveal various implications for sales executives and offer guidance on how to improve their sales effectiveness and performance.

BEYOND WORDS: THE RELATIONSHIP BETWEEN SALESPEOPLE’S FACIAL EXPRESSIONS AND CUSTOMER IMPRESSIONS – AN EXPERIMENTAL STUDY

Sandra Pauser,Udo Wagner 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11