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International Journal of Technology Marketing (4 papers in press)
What you see is what you get: VR as tool for travel experiences trials by Julieta Mercado-González, Pável Reyes Mercado, Carlos Gutiérrez-Marines Abstract: Understanding customers motivations is not an easy task, for that reason this article focus to study deep meanings in virtual reality (VR) experiences as accounted by users who have recently had VR experiences through video-stimuli. VR refers to audio and video productions of scenarios that overlap the actual reality in some special way. For this purpose, a projective technique was used: the Zaltman metaphor elicitation technique (ZMET) which relies on visual-only stimuli such as photography-to draw metaphors. We adapted this technique to the VR realms in order to explore meanings and responses as psychosocial states. Our aim was to better understand our potential customers on four dimensions. Taking into account a sample of 35 undergraduate students and a very recent VR stimulus, different sets of constructs were categorised into a hierarchy map with the following dimensions: emotional consequences (positive: tranquility, joy, euphoria; negative: fear, despair), gadget attributes (weight, easiness to use), physio-psychosocial responses (dizziness and disorientation) and values (happiness, freedom). Implications for marketers and stakeholders in general range from branding VR to delivering brand value as a means to offer positive experiences to users. Keywords: virtual reality; deep meanings; metaphor elicitation; Zaltman metaphor elicitation technique; ZMET; projective techniques. DOI: 10.1504/IJTMKT.2021.10040866
Impact of short lived content on brand love and purchase intention of generation Z by Ruchika Sharma, Kritika Nagdev Abstract: This research investigates the impact of ephemeral content (short lived content) on the relationship between brand awareness; brand love and intention to purchase in generation Z. A 20-items questionnaire was developed by adopting scales from the literature. Scale for short lived content was developed by conducting semi structured interviews with Millennials. Structured equation modelling has been used to analyse the underlying relationships between the variables. Short lived content showed partial mediation between brand awareness and brand love but stands as an unimportant factor in the relationship between brand love and intention to purchase. When viewed from a different perspective, Short lived content was found to be the contributor to intention to purchase through brand love instead of acting as a mediator between the two. This study is first of its kind to investigate short lived content as a contributor to brand love and intention to purchase in generation Z. Keywords: generation Z; ephemeral content; brand; purchase intention; mediation. DOI: 10.1504/IJTMKT.2021.10041612
Investigating determinants of brand extension success in a fit and a non-fit scenario by Katharina Knoerzer, Jan Andre Millemann Abstract: Previous research has shown that creative brand extensions do not necessarily translate into market success. While past studies emphasised the relevance of fit for the success of brand extensions, this paper focuses on the success determinants in both fit and not fit scenarios. From a methodological standpoint, we first conducted a systematic literature review on brand extension to identify relevant determinants. Subsequently, we quantitatively evaluated the influence of the selected determinants on brand extension success in a fit scenario and a non-fit scenario using PLS-SEM study with 350 participants. We observed, regardless of fit, that consumer-specific factors such as consumer innovativeness and category involvement are of higher relevance for the intention to adopt a brand extension than brand-specific factors like brand equity or brand commitment. In contrast, brand-specific factors are only of significant impact in the non-fit scenario. Management practice should see the brand-specific factors as the starting point for measures to reinforce brand extension success. Keywords: brand extension; brand success; brand extension fit; brand extension non-fit; adoption intention; structural equation modelling. DOI: 10.1504/IJTMKT.2021.10041724
Special Issue on: ICCMI 2020 Innovative Technologies in the Era of Digital Marketing and e-Commerce
Impact of Alibaba's Double 11 refund collapse event on consumer's willingness to participate by Wong Ming Wong, Yingping Mai, Wunhong Su Abstract: This study explores the impact of an unexpected event on a consumer's future purchase behaviour in the online platform during an online shopping festival. This study aims to examine whether the consumer's expectation mediates the relationship between the event novelty, event criticality, event disruption, and the consumer's willingness to participate, based on the event system theory and the expectation confirmation theory. The structural equation modelling is adopted in this study to examine the data of 551 respondents in China. The findings suggest that the consumer's expectation mediates the relationship between the event novelty, event disruption, and the consumer's willingness to participate. Furthermore, there is a significant difference between the event novelty and the event description. Thus, this study's value indicates that an unforeseen event description directly associates with a consumer's post-purchase behaviour, affecting a consumer's expectation of future purchase behaviour. Keywords: China; expectation; willingness to participate; event system theory; EST; expectation confirmation theory; ECT. DOI: 10.1504/IJTMKT.2021.10041985