Expert Journal of Marketing

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Simona VINEREAN

Editor’s Introduction of a New Marketing Journal: Expert Journal of Marketing

Expert Journal of Marketing, 1 (1), pp. 1-3, 2013, ISSN: 2344-6773

Editor’s Introduction

@article{23446773-101,
title = {Editor’s Introduction of a New Marketing Journal: Expert Journal of Marketing},
author = {Simona VINEREAN},
url = {http://marketing.expertjournals.com/wp-content/uploads/EJM_101vinerean2013pp1-3.pdf},
issn = {2344-6773},
year  = {2013},
date = {2013-11-17},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {1-3},
abstract = {Editor’s Introduction},
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Simona VINEREAN

The Impact of Customer Perceptions and Satisfaction on E-Loyalty

Expert Journal of Marketing, 1 (1), pp. 4-16, 2013, ISSN: 2344-6773

As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer perceptions and the factors that play a role in following a certain behavior over an extended period of time. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Therefore, this paper aims to propose a new model that examines relationships between cognitive – affective – conative constructs in an e-shopping environment.

@article{23446773-102,
title = {The Impact of Customer Perceptions and Satisfaction on E-Loyalty},
author = {Simona VINEREAN},
url = {http://marketing.expertjournals.com/23446773-102},
issn = {2344-6773},
year  = {2013},
date = {2013-10-28},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {4-16},
abstract = {As Internet use continues to increase, companies have to emphasize the understanding of the implications of its use on long term purchase behavior, in terms of satisfaction and loyalty. Ultimately, companies should be interested in consumer perceptions and the factors that play a role in following a certain behavior over an extended period of time.  Attaining a successful marketing program compels companies to fully connect with their targeted customers. Therefore, this paper aims to propose a new model that examines relationships between cognitive – affective – conative constructs in an e-shopping environment.},
keywords = {online consumer behavior, perceived usefulness, perceived ease of use, perceived value, customer satisfaction, customer loyalty, structural equation model, online shopping,},
tppubtype = {article},
tpstatus = {published},
}

Alin OPREANA

Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing

Expert Journal of Marketing, 1 (1), pp. 17-27, 2013, ISSN: 2344-6773

E-shopping has the potential to replace traditional in-store shopping. It is well perceived that information and communication technologies have great impacts on modern society - they are changing how and where we work, shop, and in general terms how we live our lives. In this study, we use a survey instrument to examine the association between experience level with Internet and e-shopping and consumers’ frequency of online purchasing, while considering sex as a passive influencer. We study these relationships in a multinomial logistic regression model that is aimed at online retailers to help them improve their understanding of their consumers’ characteristics and propensity to buy through Internet retailing. Tracking the online journey of consumers will help enhance the attractiveness of this new retailing medium to current and potential customers.

@article{23446773-103,
title = {Examining Online Shopping Services in Relation to Experience and Frequency of Using Internet Retailing},
author = {Alin OPREANA},
url = {http://marketing.expertjournals.com/23446773-103},
issn = {2344-6773},
year  = {2013},
date = {2013-10-28},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {17-27},
abstract = {E-shopping has the potential to replace traditional in-store shopping. It is well perceived that information and communication technologies have great impacts on modern society - they are changing how and where we work, shop, and in general terms how we live our lives. In this study, we use a survey instrument to examine the association between experience level with Internet and e-shopping and consumers’ frequency of online purchasing, while considering sex as a passive influencer. We study these relationships in a multinomial logistic regression model that is aimed at online retailers to help them improve their understanding of their consumers’ characteristics and propensity to buy through Internet retailing. Tracking the online journey of consumers will help enhance the attractiveness of this new retailing medium to current and potential customers.},
keywords = {frequency of online shopping, Internet retailing, online services, online shopping services,},
tppubtype = {article},
tpstatus = {published},
}

Alexandra VINEREAN

The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package

Expert Journal of Marketing, 1 (1), pp. 28-37, 2013, ISSN: 2344-6773

To fully understand the pattern of choice, it is important that any explanation of consumer behavior to be accompanied by a complete understanding of the interplay between a consumer’s functional goals and experiential preferences within the decision context. Consumer researchers have increasingly begun to investigate consumer choice based on distinctions that involve the purchase and consumption of goods for pleasure versus for more utilitarian and instrumental purposes. Consumers are often faced with these types of choices between hedonic and utilitarian alternatives that are at least partly driven by emotional desires rather than cold cognitive deliberations. This research approaches factor analysis and multiple linear regression in the context of 150 international respondents and their perception of hedonic and utilitarian motivators on likelihood to buy a tourism package.

@article{23446773-104,
title = {The Influence of Hedonic and Utilitarian Motivators on Likelihood to Buy a Tourism Package},
author = {Alexandra VINEREAN},
url = {http://marketing.expertjournals.com/23446773-104},
issn = {2344-6773},
year  = {2013},
date = {2013-10-28},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {28-37},
abstract = {To fully understand the pattern of choice, it is important that any explanation of consumer behavior to be accompanied by a complete understanding of the interplay between a consumer’s functional goals and experiential preferences within the decision context. Consumer researchers have increasingly begun to investigate consumer choice based on distinctions that involve the purchase and consumption of goods for pleasure versus for more utilitarian and instrumental purposes. Consumers are often faced with these types of choices between hedonic and utilitarian alternatives that are at least partly driven by emotional desires rather than cold cognitive deliberations. This research approaches factor analysis and multiple linear regression in the context of 150 international respondents and their perception of hedonic and utilitarian motivators on likelihood to buy a tourism package.},
keywords = {hedonic motivators, utilitarian motivators, tourism, decision making process, consumer behavior, multiple linear regression,},
tppubtype = {article},
tpstatus = {published},
}

Mihai TICHINDELEAN

Models Used for Measuring Customer Engagement

Expert Journal of Marketing, 1 (1), pp. 38-49, 2013, ISSN: 2344-6773

The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of the training set are used as initial cluster centroids for the second test set.

@article{23446773-105,
title = {Models Used for Measuring Customer Engagement},
author = {Mihai TICHINDELEAN},
url = {http://marketing.expertjournals.com/23446773-105},
issn = {2344-6773},
year  = {2013},
date = {2013-11-18},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {38-49},
abstract = {The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of the training set are used as initial cluster centroids for the second test set.},
keywords = {probability model, parametric model, relationship marketing, Pareto/NBD model, RFM model,},
tppubtype = {article},
tpstatus = {published},
}

Bogdan AVRAM

Using the Electronics Development Advantage in Creating a Buzz for the Airline Passengers

Expert Journal of Marketing, 1 (1), pp. 50-54, 2013, ISSN: 2344-6773

More and more airlines are trying to show their customers their ability to understand their needs, the market trends and the importance of technology in their lives. In response to the rapid development of the consumer electronics, the airline companies focus their attention on offering their customers the possibility to book a flight or check-in using a smartphone, spend time watching movies or be connected to the internet during the flight. Customers search for airlines who are more ”tech-geek” and opened to new technologies, which allows them to rate the airline companies through apps or connect more often with the airline through social-media. Technology has become an important part in developing and marketing the airline services for a better quality, more customer-focused and for better flight experience which ultimately makes the difference when choosing to fly an airline company.

@article{23446773-106,
title = {Using the Electronics Development Advantage in Creating a Buzz for the Airline Passengers},
author = {Bogdan AVRAM},
url = {http://marketing.expertjournals.com/23446773-106},
issn = {2344-6773},
year  = {2013},
date = {2013-11-18},
journal = {Expert Journal of Marketing},
volume = {1},
number = {1},
pages = {50-54},
abstract = {More and more airlines are trying to show their customers their ability to understand their needs, the market trends and the importance of technology in their lives. In response to the rapid development of the consumer electronics, the airline companies focus their attention on offering their customers the possibility to book a flight or check-in using a smartphone, spend time watching movies or be connected to the internet during the flight. Customers search for airlines  who are more ”tech-geek” and opened to new technologies, which allows them to rate the airline companies through apps or connect more often with the airline through social-media. Technology has become an important part in developing and marketing the airline services for a better quality, more customer-focused and for better flight experience which ultimately makes the difference when choosing to fly an airline company.},
keywords = {airlines, aviation, passengers,  inflight-entertainment, customer loyalty, customer personalization,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN, Alin OPREANA

Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing

Expert Journal of Marketing, 2 (1), pp. 1-14, 2014, ISSN: 2344-6773

This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.

@article{23446773-201,
title = {Analyzing Mediators of the Customer Satisfaction - Loyalty Relation in Internet Retailing},
author = {Simona VINEREAN and Alin OPREANA},
url = {http://marketing.expertjournals.com/23446773-201},
issn = {2344-6773},
year  = {2014},
date = {2014-03-20},
journal = {Expert Journal of Marketing},
volume = {2},
number = {1},
pages = {1-14},
abstract = {This study explores the customer satisfaction – loyalty relation in the context of online shopping by introducing various mediators, such as trust, attitude, hedonic value, and utilitarian value. For data collection, we used an online consumer survey in relation to Internet retailing. In this paper we found empirical evidence that loyalty and satisfaction have a reciprocal relationship, but that mediators exist between satisfaction and loyalty. The findings of this study have consequences for customer relationship management, particularly in terms of retention, of the satisfied consumers in an e-shopping environment.},
keywords = {Attitude, Hedonic Value, Utilitarian Value, Trust, Customer Satisfaction, Customer Loyalty, Mediation,},
tppubtype = {article},
tpstatus = {published},
}

Hui-Hsin HUANG

Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty

Expert Journal of Marketing, 2 (1), pp. 15-27, 2014, ISSN: 2344-6773

In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to establish a new theoretic foundation and develop the calculation method for the quantification of this model. The data from questionnaire survey showed that confidence and resistance are both positively correlated with loyalty, and these two variables are capable of predictability on loyalty. It is considered that this paper lays down the theoretic foundation of Mind Shares and contributes applications.

@article{23446773-202,
title = {Explorative Study on the Concept of Mind Shares: Confidence, Resistance and Loyalty},
author = {Hui-Hsin HUANG},
url = {http://marketing.expertjournals.com/23446773-202},
issn = {2344-6773},
year  = {2014},
date = {2014-03-21},
journal = {Expert Journal of Marketing},
volume = {2},
number = {1},
pages = {15-27},
abstract = {In practices and academics, the growth/decline of a brand or product sales is often measured with market shares. However, this method does not really gain insight into loyalty and perception of consumers toward brands and products. This paper proposes a concept of Mind Shares which combines confidence and resistance as the main contents of loyalty to establish a new theoretic foundation and develop the calculation method for the quantification of this model. The data from questionnaire survey showed that confidence and resistance are both positively correlated with loyalty, and these two variables are capable of predictability on loyalty. It is considered that this paper lays down the theoretic foundation of Mind Shares and contributes applications.},
keywords = {loyalty, confidence, Mind Share, resistance,},
tppubtype = {article},
tpstatus = {published},
}

Bogdan AVRAM

A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers

Expert Journal of Marketing, 2 (1), pp. 28-36, 2014, ISSN: 2344-6773

This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high response rate or increase their brand awareness, the airlines combine creativity and high-quality ideas to better promote their products and services to customers all around the globe. The paper analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM International and Air Europa on a one week period (10th February – 18th February 2014) and successful practices on social media. The paper also aims to provide solutions for airlines to better connect with their passengers and effectively use the social media environment to increase sales and customer satisfaction.

@article{23446773-203,
title = {A Comparative Facebook Content Analysis between Romanian and Western European Airline Carriers},
author = {Bogdan AVRAM},
url = {http://marketing.expertjournals.com/23446773-203},
issn = {2344-6773},
year  = {2014},
date = {2014-04-16},
journal = {Expert Journal of Marketing},
volume = {2},
number = {1},
pages = {28-36},
abstract = {This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high response rate or increase their brand awareness, the airlines combine creativity and high-quality ideas to better promote their products and services to customers all around the globe. The paper analyses the content (number of fans, posts, number of likes, the dynamics of comments, response rate) on the Facebook pages of Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM International and Air Europa on a one week period (10th February – 18th February 2014) and successful practices on social media. The paper also aims to provide solutions for airlines to better connect with their passengers and effectively use the social media environment to increase sales and customer satisfaction.},
keywords = {customer satisfaction, customer loyalty,  social media, social networks, airline companies, response rate, Facebook,, Tarom, Blue Air, Wizz Air, Lufthansa, Austrian Airlines, KLM, Air Europa,},
tppubtype = {article},
tpstatus = {published},
}

Augustine Egwu Ndu OKO, Ohuonu Okwudiri NNANNA

Sales Promotion in the Marketing of Telecommunication Services in Nigeria:Impact Analysis

Expert Journal of Marketing, 2 (1), pp. 37-52, 2014, ISSN: 2344-6773

The adoption of sales promotion in the marketing of telecommunication services in Nigeria is common among the front line GSM service providers. This however does not yield the much assured increasing return on investment, hence is unprofitable and the required fund for the expansion of infrastructure base of operation is not earned, and serve rendition is as a result poor. Studying the impact of sales promotion on patronage based on the data sourced and analyzed using Likert’s ranking scale, questionnaire and analysis of variance (ANOVA), the work discerns and concludes that the high level of illiteracy based on quantitative rather than qualitative education high level of poverty as well as high rate of rural dwelling are challenges to the expansion of the level of consumption of telecommunication services even at the offer of sales promotion incentives. Recommended is a good quality marketing research with consumers as a trust point for efficiency in market segmentation as basic in the adoption of sales promotion strategy.

@article{23446773-204,
title = {Sales Promotion in the Marketing of Telecommunication Services in Nigeria:Impact Analysis},
author = {Augustine Egwu Ndu OKO and Ohuonu Okwudiri NNANNA},
url = {http://marketing.expertjournals.com/23446773-204},
issn = {2344-6773},
year  = {2014},
date = {2014-07-24},
journal = {Expert Journal of Marketing},
volume = {2},
number = {1},
pages = {37-52},
abstract = {The adoption of sales promotion in the marketing of telecommunication services in Nigeria is common among the front line GSM service providers. This however does not yield the much assured increasing return on investment, hence is unprofitable and the required fund for the expansion of infrastructure base of operation is not earned, and serve rendition is as a result poor. Studying the impact of sales promotion on patronage based on the data sourced and analyzed using Likert’s ranking scale, questionnaire and analysis of variance (ANOVA), the work discerns and concludes that the high level of illiteracy based on quantitative rather than qualitative education high level of poverty as well as high rate of rural dwelling are challenges to the expansion of the level of consumption of telecommunication services even at the offer of sales promotion incentives. Recommended is a good quality marketing research with consumers as a trust point for efficiency in market segmentation as basic in the adoption of sales promotion strategy.},
keywords = {Sales promotion, telecommunication, perception income, illiteracy, rural dwelling, marketing research and market segmentation,},
tppubtype = {article},
tpstatus = {published},
}

Alexandra VINEREAN

Buying Intentions Influenced by Various Determinants in Tourism

Expert Journal of Marketing, 2 (1), pp. 53-59, 2014, ISSN: 2344-6773

Marketing has acquired a central role in tourism because it helps organizations to create value in transactions with buyers. Thus, this important area of any business process is used to educate consumers, to add value to their experience in tourism, and to seek new ways to reward loyalty through innovative schemes (e.g., programs for frequent travelers). This paper presents the examination of the responses of 154 tourists in relation to their intention to purchase a travel package and the factors that are usually decisive in the decision making process regarding tourism services, factors that could also create the loyalty that any tourism enterprise can create through marketing.

@article{23446773-205,
title = {Buying Intentions Influenced by Various Determinants in Tourism},
author = {Alexandra VINEREAN},
url = {http://marketing.expertjournals.com/23446773-205},
issn = {2344-6773},
year  = {2014},
date = {2014-07-27},
journal = {Expert Journal of Marketing},
volume = {2},
number = {1},
pages = {53-59},
abstract = {Marketing has acquired a central role in tourism because it helps organizations to create value in transactions with buyers. Thus, this important area of any business process is used to educate consumers, to add value to their experience in tourism, and to seek new ways to reward loyalty through innovative schemes (e.g., programs for frequent travelers). This paper presents the examination of the responses of 154 tourists in relation to their intention to purchase a travel package and the factors that are usually decisive in the decision making process regarding tourism services, factors that could also create the loyalty that any tourism enterprise can create through marketing.},
keywords = {purchase intention, consumer behavior determinants, customer loyalty, multiple linear regression,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN

Editor’s Introduction

Expert Journal of Marketing, 2 (2), pp. i-ii, 2014, ISSN: 2344-6773

Editor’s Introduction

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title = {Editor’s Introduction},
author = {Simona VINEREAN},
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issn = {2344-6773},
year  = {2014},
date = {2014-12-31},
journal = {Expert Journal of Marketing},
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abstract = {Editor’s Introduction},
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Alexandra VINEREAN

Motivators That Intervene in the Decision Making Process in Tourism

Expert Journal of Marketing, 2 (2), pp. 61-67, 2014, ISSN: 2344-6773

Being part of the tourism industries involves many researches and analyses in different periods of time, regarding different segments of consumers. Therefore, it is important to be aware of all the factors and motivators that influence a tourist to purchase a particular tourism services. These complex variables are crucial for the final purchase decision of an offer with emotional value for customers. This paper presents the principals motivators which intervene in the decision making process that should be acknowledged by marketers in order to provide the ideal tourism package.

@article{23446773-207,
title = {Motivators That Intervene in the Decision Making Process in Tourism},
author = {Alexandra VINEREAN},
url = {http://marketing.expertjournals.com/23446773-207},
issn = {2344-6773},
year  = {2014},
date = {2014-10-09},
journal = {Expert Journal of Marketing},
volume = {2},
number = {2},
pages = {61-67},
abstract = {Being part of the tourism industries involves many researches and analyses in different periods of time, regarding different segments of consumers. Therefore, it is important to be aware of all the factors and motivators that influence a tourist to purchase a particular tourism services. These complex variables are crucial for the final purchase decision of an offer with emotional value for customers. This paper presents the principals motivators which intervene in the decision making process that should be acknowledged by marketers in order to provide the ideal tourism package.},
keywords = {consumer behavior, motivators, consumer buying behavior, influences, tourism process, decision making process,},
tppubtype = {article},
tpstatus = {published},
}

Maria Angeles GARCIA HARO, Maria Pilar MARTINEZ RUIZ, Ricardo MARTINEZ CANAS

Value Co-Creation Process: Effects on the Consumer and the Company

Expert Journal of Marketing, 2 (2), pp. 68-81, 2014, ISSN: 2344-6773

This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences - including economic globalization, changes in consumersÕ buying habits, and the emergence of the Internet and social media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co- creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.

@article{23446773-208,
title = {Value Co-Creation Process: Effects on the Consumer and the Company},
author = {Maria Angeles GARCIA HARO and Maria Pilar MARTINEZ RUIZ and Ricardo MARTINEZ CANAS},
url = {http://marketing.expertjournals.com/23446773-208},
issn = {2344-6773},
year  = {2014},
date = {2014-12-31},
journal = {Expert Journal of Marketing},
volume = {2},
number = {2},
pages = {68-81},
abstract = {This article analyzes the concept of value co-creation, which has arisen due to the combination of various modern influences - including economic globalization, changes in consumersÕ buying habits, and the emergence of the Internet and social media - that have changed the way companies innovate. These factors also have transformed the traditional marketing paradigm, such that companies must continually innovate to create and maintain long-term relationships with their consumers and thus competitive advantages. This study analyzes practices of co- creation and seeks to establish a theoretical research framework; the authors also identify the key effects and results of co-creation activities for both companies and consumers. By integrating situational and moderating variables, the proposed theoretical model covers multiple dimensions and offers a comprehensive approach to the topic.},
keywords = {co-creation, open innovation, competitive advantage, social media, consumer, collaboration, technology, customization,},
tppubtype = {article},
tpstatus = {published},
}

Jorge MONGAY

Service Quality Measurement using Servqual. An Applied Comparative Study on Customer Perceptions and Expectations under an International Approach.

Expert Journal of Marketing, 2 (2), pp. 82-85, 2014, ISSN: 2344-6773

This research uses the methodology Servqual in order to measure the quality of service given by a public university in Barcelona (Spain) to its study abroad students. The analysis explores the results not only from traditional approach based in a expectations versus perceptions point of view but from a more specific approach offering profiles of study abroad students from 5 different nationalities. The research collects information from 622 questionnaires and it provides useful insights related to future strategies for improving satisfaction and service at the host institution.

@article{23446773-209,
title = {Service Quality Measurement using Servqual. An Applied Comparative Study on Customer Perceptions and Expectations under an International Approach.},
author = {Jorge MONGAY},
url = {http://marketing.expertjournals.com/23446773-209},
issn = {2344-6773},
year  = {2014},
date = {2014-12-31},
journal = {Expert Journal of Marketing},
volume = {2},
number = {2},
pages = {82-85},
abstract = {This research uses the methodology Servqual in order to measure the quality of service given by a public university in Barcelona (Spain) to its study abroad students. The analysis explores the results not only from traditional approach based in a expectations versus perceptions point of view but from a more specific approach offering profiles of study abroad students from 5 different nationalities. The research collects information from 622 questionnaires and it provides useful insights related to future strategies for improving satisfaction and service at the host institution.},
keywords = {service quality, study abroad, education, international, marketing, customer satisfaction,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN

Editor’s Introduction to Volume 3, Issue 1 of Expert Journal of Marketing

Expert Journal of Marketing, 3 (1), pp. i-ii, 2015, ISSN: 2344-6773

Editor’s Introduction

@article{23446773-301,
title = {Editor’s Introduction to Volume 3, Issue 1 of Expert Journal of Marketing},
author = {Simona VINEREAN},
url = {http://marketing.expertjournals.com/wp-content/uploads/EJM_301vinerean.pdf},
issn = {2344-6773},
year  = {2015},
date = {2015-01-12},
journal = {Expert Journal of Marketing},
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number = {1},
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abstract = {Editor’s Introduction},
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Youcef SOUAR, Keltouma MAHI, Imane AMEUR

The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company

Expert Journal of Marketing, 3 (1), pp. 1-10, 2015, ISSN: 2344-6773

The main aim of this study is to examine the relationship between the marketing mix elements and customer loyalty in Algeria Telecom company and to achieve these aspects we distributed a questionnaire to a random sample of the company’s customers so that we use structural equations modeling depending on the partial least squares approach “PLS” to analyze and test the search model. The study finds that product, process, and promotion have a positive and significant effect on customer loyalty.

@article{23446773-302,
title = {The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company},
author = {Youcef SOUAR and Keltouma MAHI and Imane AMEUR},
url = {http://marketing.expertjournals.com/23446773-15-302},
issn = {2344-6773},
year  = {2015},
date = {2015-03-12},
journal = {Expert Journal of Marketing},
volume = {3},
number = {1},
pages = {1-10},
abstract = {The main aim of this study is to examine the relationship between the marketing mix elements and customer loyalty in Algeria Telecom company and to achieve these aspects we distributed a questionnaire to a random sample of the company’s customers so that we use structural equations modeling depending on the partial least squares approach “PLS” to analyze and test the search model. The study finds that product, process, and promotion have a positive and significant effect on customer loyalty.},
keywords = {Marketing mix Elements, customer loyalty, Algeria Telecom, structural equations modeling, “PLS” approach,},
tppubtype = {article},
tpstatus = {published},
}

Hui-Hsin HUANG

The Probability Model of Expectation Disconfirmation Process

Expert Journal of Marketing, 3 (1), pp. 11-16, 2015, ISSN: 2344-6773

This paper proposes a probability model to explore the dynamic process of customer\ s satisfaction. Bases on expectation disconfirmation theory, the satisfaction is constructed with customer\ s expectation before buying behavior and the perceived performance after purchase. The experiment method is designed to measure expectation disconfirmation effects and we also use the collection data to estimate the overall satisfaction and model calibration. The results show good fitness between the model and the real data. This model has application for business marketing areas in order to manage relationship satisfaction.

@article{23446773-303,
title = {The Probability Model of Expectation Disconfirmation Process},
author = {Hui-Hsin HUANG},
url = {http://marketing.expertjournals.com/23446773-303},
issn = {2344-6773},
year  = {2015},
date = {2015-06-11},
journal = {Expert Journal of Marketing},
volume = {3},
number = {1},
pages = {11-16},
abstract = {This paper proposes a probability model to explore the dynamic process of customer\ s satisfaction. Bases on expectation disconfirmation theory, the satisfaction is constructed with customer\ s expectation before buying behavior and the perceived performance after purchase. The experiment method is designed to measure expectation disconfirmation effects and we also use the collection data to estimate the overall satisfaction and model calibration. The results show good fitness between the model and the real data. This model has application for business marketing areas in order to manage relationship satisfaction.},
keywords = {expectation disconfirmation theory, customer’s satisfaction, stochastic model,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN, Alin OPREANA, Iuliana CETINA, Luigi DUMITRESCU

Relationships among Hedonic and Utilitarian Factors and Exogenous and Endogenous Influences of Consumer Behavior in Tourism

Expert Journal of Marketing, 3 (1), pp. 17-28, 2015, ISSN: 2344-6773

Customer experience is gaining more and more attention from researchers. Particularly in tourism, this experiences may be determined by hedonic or utilitarian factors. However, there are other influences, both exogenous and endogenous, that may impact consumer behaviors in tourism. Thus, in this article, we explore the receptivity of consumers in terms of certain types of influences, exogenous and endogenous, to hedonic and utilitarian factors related to a tourism package. To examine these research questions, we employ exploratory factor analysis, confirmatory factor analysis, and structural equation modelling on a sample of 150 tourists from Europe and North America.

@article{23446773-304,
title = {Relationships among Hedonic and Utilitarian Factors and Exogenous and Endogenous Influences of Consumer Behavior in Tourism},
author = {Simona VINEREAN and Alin OPREANA and Iuliana CETINA and Luigi DUMITRESCU},
url = {http://marketing.expertjournals.com/23446773-304/},
issn = {2344-6773},
year  = {2015},
date = {2015-06-22},
journal = {Expert Journal of Marketing},
volume = {3},
number = {1},
pages = {17-28},
abstract = {Customer experience is gaining more and more attention from researchers. Particularly in tourism, this experiences may be determined by hedonic or utilitarian factors. However, there are other influences, both exogenous and endogenous, that may impact consumer behaviors in tourism. Thus, in this article, we explore the receptivity of consumers in terms of certain types of influences, exogenous and endogenous, to hedonic and utilitarian factors related to a tourism package. To examine these research questions, we employ exploratory factor analysis, confirmatory factor analysis, and structural equation modelling on a sample of 150 tourists from Europe and North America.},
keywords = {hedonic factors, utilitarian factors, marketing influences, tourism, consumer behavior,},
tppubtype = {article},
tpstatus = {published},
}

Alin OPREANA, Simona VINEREAN

A New Development in Online Marketing: Introducing Digital Inbound Marketing

Expert Journal of Marketing, 3 (1), pp. 29-34, 2015, ISSN: 2344-6773

Particularly in online settings, marketing is undergoing a transformation. Online business can no longer rely on traditional marketing tactics and campaigns to attract, retain and expand consumers because there is a transformation in how people interact with brands and companies, how they shop and buy in online and offline settings. Traditional marketing is no longer a viable option because it focuses on pushing a message out. In online business framework, a new marketing development has arisen, namely digital inbound marketing. This new marketing type is focused on attracting valuable consumers (potential, existing, or aspirational) that choose to interact with a particular company that provides them with something useful. In this paper, we propose a definition for digital inbound marketing and examine the online strategies associated with this concept: brand-focused marketing communications, content marketing, social media marketing, and search engine optimization.

@article{23446773-305,
title = {A New Development in Online Marketing: Introducing Digital Inbound Marketing},
author = {Alin OPREANA and Simona VINEREAN},
url = {http://marketing.expertjournals.com/23446773-305/},
issn = {2344-6773},
year  = {2015},
date = {2015-08-10},
journal = {Expert Journal of Marketing},
volume = {3},
number = {1},
pages = {29-34},
abstract = {Particularly in online settings, marketing is undergoing a transformation. Online business can no longer rely on traditional marketing tactics and campaigns to attract, retain and expand consumers because there is a transformation in how people interact with brands and companies, how they shop and buy in online and offline settings. Traditional marketing is no longer a viable option because it focuses on pushing a message out. In online business framework, a new marketing development has arisen, namely digital inbound marketing. This new marketing type is focused on attracting valuable consumers (potential, existing, or aspirational) that choose to interact with a particular company that provides them with something useful. In this paper, we propose a definition for digital inbound marketing and examine the online strategies associated with this concept: brand-focused marketing communications, content marketing, social media marketing, and search engine optimization.},
keywords = {online marketing, digital inbound marketing, online brands, content marketing, social media marketing, and search engine optimization,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN

Editor’s Introduction to Volume 3, Issue 2 of Expert Journal of Marketing

Expert Journal of Marketing, 3 (2), pp. i-ii, 2015, ISSN: 2344-6773

Editor’s Introduction

@article{23446773-306,
title = {Editor’s Introduction to Volume 3, Issue 2 of Expert Journal of Marketing},
author = {Simona VINEREAN},
url = {http://marketing.expertjournals.com/wp-content/uploads/EJM_306vinerean.pdf},
issn = {2344-6773},
year  = {2015},
date = {2015-12-29},
journal = {Expert Journal of Marketing},
volume = {3},
number = {2},
pages = {i-ii},
abstract = {Editor’s Introduction},
keywords = {,},
tppubtype = {article},
tpstatus = {published},
}

Simona VINEREAN, Alin OPREANA

Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales

Expert Journal of Marketing, 3 (2), pp. 35-50, 2015, ISSN: 2344-6773

This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and successive applications of exploratory and confirmatory factor analyses, 11 scales are developed showing strong evidence of reliability and validity measurement of consumer engagement in online settings. The final section includes a discussion of the academic contributions, managerial, implications of the findings and directions for future research.

@article{23446773-307,
title = {Consumer Engagement in Online Settings: Conceptualization and Validation of Measurement Scales},
author = {Simona VINEREAN and Alin OPREANA},
url = {http://marketing.expertjournals.com/23446773-307},
issn = {2344-6773},
year  = {2015},
date = {2015-10-29},
journal = {Expert Journal of Marketing},
volume = {3},
number = {2},
pages = {35-50},
abstract = {This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and successive applications of exploratory and confirmatory factor analyses, 11 scales are developed showing strong evidence of reliability and validity measurement of consumer engagement in online settings. The final section includes a discussion of the academic contributions, managerial, implications of the findings and directions for future research.},
keywords = {consumer engagement, online marketing, social media, scale development, scale validation, relationship marketing, multidimensional concept,},
tppubtype = {article},
tpstatus = {published},
}

Mark ANDERSON, Peter MARTINS DA SILVA

Evaluations of Co-Brands: A Two-Country Comparison

Expert Journal of Marketing, 3 (2), pp. 51-61, 2015, ISSN: 2344-6773

This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product categories as the drivers. Drawing on previous work on co-brands (Simonin and Ruth, 1998; Baumgarth, 2000), two simultaneous studies of four consumer brand pairings were conducted in the UK (n122) and Italy (n125) using respondents from an online panel. Important differences between the studies are identified and possible cultural explanations for deviant outcomes are discussed.

@article{23446773-308,
title = {Evaluations of Co-Brands: A Two-Country Comparison},
author = {Mark ANDERSON and Peter MARTINS DA SILVA},
url = {http://marketing.expertjournals.com/23446773-308},
issn = {2344-6773},
year  = {2015},
date = {2015-10-11},
journal = {Expert Journal of Marketing},
volume = {3},
number = {2},
pages = {51-61},
abstract = {This paper explores consumer reactions to a brand alliance, with perceptions of the parent brands, perceived fit between the brands and fit between product categories as the drivers. Drawing on previous work on co-brands (Simonin and Ruth, 1998; Baumgarth, 2000), two simultaneous studies of four consumer brand pairings were conducted in the UK (n122) and Italy (n125) using respondents from an online panel. Important differences between the studies are identified and possible cultural explanations for deviant outcomes are discussed.},
keywords = {co-branding, culture, replication,},
tppubtype = {article},
tpstatus = {published},
}

Mahmoud ABDEL HAMID SALEH, Abdulrahman ALTHONAYAN, Ayman ALHABIB, Essa ALRASHEEDI, Ghafar ALQAHTANI

Customer Satisfaction and Brand Switching Intention: A Study of Mobile Services in Saudi Arabia

Expert Journal of Marketing, 3 (2), pp. 62-72, 2015, ISSN: 2344-6773

The purpose of the study is to investigate first, the relationship between the customer satisfaction and brand switching intention into the Saudi Arabian mobile-service market, and second, the association of service quality, customer service, service pricing, and value-added services with the customer satisfaction. Because of the difficulty of having a frame for the mobile-service customers from their providers, a convenience sample of 350 online respondents with the proper surveying techniques was used in data analysis and testing of the research hypotheses. The findings of the study confirm a significant negative relationship between customer satisfaction and brand switching intention. A 4% percent of the change in brand switching intention could be explained by the change in the customer satisfaction. Only three variables; customer service, service pricing, and service quality are critical determinants for mobile-service customer satisfaction. Customer service explained about 22%, whereas service pricing and service quality explained about 5% and 1% of the change in customer satisfaction respectively. The practical value of this study could be enabling the mobile-service providers in Saudi Arabia to well understand the determinants of the customer satisfaction and its negative relationship with brand switching intention. They may take these findings into account when setting marketing strategies to differentiate their brands to satisfy the customer needs and wants, to retain the existing customers and to attract new customers. These strategies have a positive effect on the company’s customer satisfaction that deter brand switching intention, hence increase the company’s competitiveness, market share and profitability.

@article{23446773-309,
title = {Customer Satisfaction and Brand Switching Intention: A Study of Mobile Services in Saudi Arabia},
author = {Mahmoud ABDEL HAMID SALEH and Abdulrahman ALTHONAYAN and Ayman ALHABIB and Essa ALRASHEEDI and Ghafar ALQAHTANI},
url = {http://marketing.expertjournals.com/23446773-309},
issn = {2344-6773},
year  = {2015},
date = {2015-10-11},
journal = {Expert Journal of Marketing},
volume = {3},
number = {2},
pages = {62-72},
abstract = {The purpose of the study is to investigate first, the relationship between the customer satisfaction and brand switching intention into the Saudi Arabian mobile-service market, and second, the association of service quality, customer service, service pricing, and value-added services with the customer satisfaction. Because of the difficulty of having a frame for the mobile-service customers from their providers, a convenience sample of 350 online respondents with the proper surveying techniques was used in data analysis and testing of the research hypotheses. The findings of the study confirm a significant negative relationship between customer satisfaction and brand switching intention. A 4% percent of the change in brand switching intention could be explained by the change in the customer satisfaction. Only three variables; customer service, service pricing, and service quality are critical determinants for mobile-service customer satisfaction. Customer service explained about 22%, whereas service pricing and service quality explained about 5% and 1% of the change in customer satisfaction respectively. The practical value of this study could be enabling the mobile-service providers in Saudi Arabia to well understand the determinants of the customer satisfaction and its negative relationship with brand switching intention. They may take these findings into account when setting marketing strategies to differentiate their brands to satisfy the customer needs and wants, to retain the existing customers and to attract new customers. These strategies have a positive effect on the company’s customer satisfaction that deter brand switching intention, hence increase the company’s competitiveness, market share and profitability.},
keywords = {brand, satisfaction, brand switching, service quality, customer service, service price, value-added services,},
tppubtype = {article},
tpstatus = {published},
}

Alexandra VINEREAN

Loyal Employees. A Key Factor in the Success of a Company

Expert Journal of Marketing, 3 (2), pp. 73-78, 2015, ISSN: 2344-6773

The most important asset of any business is its employees. Given this fact, normally, every business should have a solid plan to make sure that its employees are satisfied professionally and are loyal to the company. Unfortunately, this is usually not the case. Many companies believe that if they have an excellent product or service that generates high incomes and employees should be content. Generally, employers try to guarantee that its employees will not leave by offering them different benefits, trainings and great compensation. But is that enough to ensure loyalty among staff members? According to different statistics: each year the average company loses 20-50% of its employee base, replacing a lost employee costs 150% of that person’s annual salary. These numbers highlight how important the retention and engagement of the employees are for the profitability of a company.

@article{23446773-310,
title = {Loyal Employees. A Key Factor in the Success of a Company},
author = {Alexandra VINEREAN},
url = {http://marketing.expertjournals.com/23446773-310},
issn = {2344-6773},
year  = {2015},
date = {2015-10-14},
journal = {Expert Journal of Marketing},
volume = {3},
number = {2},
pages = {73-78},
abstract = {The most important asset of any business is its employees. Given this fact, normally, every business should have a solid plan to make sure that its employees are satisfied professionally and are loyal to the company. Unfortunately, this is usually not the case. Many companies believe that if they have an excellent product or service that generates high incomes and employees should be content. Generally, employers try to guarantee that its employees will not leave by offering them different benefits, trainings and great compensation. But is that enough to ensure loyalty among staff members? According to different statistics: each year the average company loses 20-50% of its employee base, replacing a lost employee costs 150% of that person’s annual salary. These numbers highlight how important the retention and engagement of the employees are for the profitability of a company.},
keywords = {employee loyalty, employee satisfaction, business development, employee engagement,},
tppubtype = {article},
tpstatus = {published},
}

Nuri WULANDARI

Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty

Expert Journal of Marketing, 4 (1), pp. 1-9, 2016, ISSN: 2344-6773

In marketing, the meaning of value is rapidly shifting from service and relationships to experiences. It is believed that the traditional value proposition is no longer effective to compete in the market and to gain customer loyalty. By adapting the brand experience model, this study tries to validate the model in the banking industry, which is currently facing intense competition to retain customers. The brand experience construct is tested for its direct and indirect relationship toward loyalty. It is postulated that satisfaction and brand authenticity might be instrumental in mediating brand experience to loyalty. Research was conducted via in-depth interview and quantitative survey, targeting bank customers in Jakarta. The result confirmed that brand experience has direct and indirect contribution to loyalty in significant and positive manner. The research contributes in validating previous studies with a rare emphasis in banking sector. The result implies that brand experience is an important value to lead to customer loyalty in this area and subject to growing research on experience marketing.

@article{23446773-401,
title = {Brand Experience in Banking Industry: Direct and Indirect Relationship to Loyalty},
author = {Nuri WULANDARI},
url = {http://marketing.expertjournals.com/23446773-401},
issn = {2344-6773},
year  = {2016},
date = {2016-02-20},
journal = {Expert Journal of Marketing},
volume = {4},
number = {1},
pages = {1-9},
abstract = {In marketing, the meaning of value is rapidly shifting from service and relationships to experiences. It is believed that the traditional value proposition is no longer effective to compete in the market and to gain customer loyalty. By adapting the brand experience model, this study tries to validate the model in the banking industry, which is currently facing intense competition to retain customers. The brand experience construct is tested for its direct and indirect relationship toward loyalty. It is postulated that satisfaction and brand authenticity might be instrumental in mediating brand experience to loyalty. Research was conducted via in-depth interview and quantitative survey, targeting bank customers in Jakarta. The result confirmed that brand experience has direct and indirect contribution to loyalty in significant and positive manner. The research contributes in validating previous studies with a rare emphasis in banking sector. The result implies that brand experience is an important value to lead to customer loyalty in this area and subject to growing research on experience marketing.},
keywords = {Brand Experience, Consumer Behavior, Banking, Authenticity, Brand Loyalty, Satisfaction, Experience Marketing, Service,},
tppubtype = {article},
tpstatus = {published},
}

Sabrina ELBACHIR, Abderrahmane CHENINI

The Emotional States of the Consumer in Stores: The PA (Pleasure-Arousal) Adapted to the Algerian Context

Expert Journal of Marketing, 4 (1), pp. 10-19, 2016, ISSN: 2344-6773

The purpose of this paper is the proposal of a scale for measuring emotional states experienced within a point of sale, for non-English speaking consumers. Since the validity of the measuring instruments may affect the relevance and quality of managerial decisions, the development of a sufficiently reliable measurement that take into account the specificity of a country becomes necessary. Following a literature review that allowed us to highlight existing measuring instruments of emotional states and their disadvantages, we have developed a measurement scale based on two emotional dimensions: pleasure and arousal (stimulation). Following the Churchill Paradigm, the results of our analysis show that the reliability and construct validity of our scale were improved.

@article{23446773-402,
title = {The Emotional States of the Consumer in Stores: The PA (Pleasure-Arousal) Adapted to the Algerian Context},
author = {Sabrina ELBACHIR and Abderrahmane CHENINI},
url = {http://marketing.expertjournals.com/23446773-402/},
issn = {2344-6773},
year  = {2016},
date = {2016-03-11},
journal = {Expert Journal of Marketing},
volume = {4},
number = {1},
pages = {10-19},
abstract = {The purpose of this paper is the proposal of a scale for measuring emotional states experienced within a point of sale, for non-English speaking consumers. Since the validity of the measuring instruments may affect the relevance and quality of managerial decisions, the development of a sufficiently reliable measurement that take into account the specificity of a country becomes necessary. Following a literature review that allowed us to highlight existing measuring instruments of emotional states and their disadvantages, we have developed a measurement scale based on two emotional dimensions: pleasure and arousal (stimulation). Following the Churchill Paradigm, the results of our analysis show that the reliability and construct validity of our scale were improved.},
keywords = {Emotional States, Pleasure-Arousal, Stores, Verbal Measures, Measurement Scale,},
tppubtype = {article},
tpstatus = {published},
}

Naufal BACHRI, Abdul RAHMAN LUBIS, NURDASILA, M. Shabri ABD. MAJID

Credibility and Consumer Behavior of Islamic Bank in Indonesia: A Literature Review

Expert Journal of Marketing, 4 (1), pp. 20-23, 2016, ISSN: 2344-6773

The concept “credibility” has become significant attention from academics and practitioners because it played an important role in creating and maintaining consumer behavior. This study uses twenty- seven references relates to credibility, customer value, satisfaction, and loyalty. Several studies have discussed the relationship between credibility and consumer behavior and also elaborated dimensions of credibility. It also presented the shortcomings of current research and the trends for future study in Islamic banking.

@article{23446773-403,
title = {Credibility and Consumer Behavior of Islamic Bank in Indonesia: A Literature Review},
author = {Naufal BACHRI and Abdul RAHMAN LUBIS and NURDASILA and M. Shabri ABD. MAJID},
url = {http://marketing.expertjournals.com/23446773-403/},
issn = {2344-6773},
year  = {2016},
date = {2016-06-30},
journal = {Expert Journal of Marketing},
volume = {4},
number = {1},
pages = {20-23},
abstract = {The concept “credibility” has become significant attention from academics and practitioners because it played an important role in creating and maintaining consumer behavior. This study uses twenty- seven references relates to credibility, customer value, satisfaction, and loyalty. Several studies have discussed the relationship between credibility and consumer behavior and also elaborated dimensions of credibility. It also presented the shortcomings of current research and the trends for future study in Islamic banking.},
keywords = {consumer value, credibility, customer loyalty, customer satisfaction},
tppubtype = {article},
tpstatus = {published},
}

Brano MARKIĆ, Sanja BIJAKŠIĆ, Arnela BEVANDA

Customer Intelligence Analytics on Social Networks

Expert Journal of Marketing, 4 (1), pp. 24-30, 2016, ISSN: 2344-6773

Discovering needs, habits and consumer behavior is the primary task of marketing analytics. It is necessary to integrate marketing and analytical skills with IT skills. Such knowledge integration allows access to data (structured and unstructured), their analysis and finding out information about the opinions, attitudes, needs and behavior of customers. In the paper is set the hypothesis that software tools can collect data (messages) from social networks, analyze the content of messages and get to know the attitudes of customers about a product, service, tourist destination with the ultimate goal of improving customer relations. Experimental results are based on the analysis of the content of social network Facebook by using the package and function R language. This language showed a satisfactory application and development power in analysis of textual data on social networks for marketing analytics.

@article{23446773-404,
title = {Customer Intelligence Analytics on Social Networks},
author = {Brano MARKIĆ and Sanja BIJAKŠIĆ and Arnela BEVANDA},
url = {http://marketing.expertjournals.com/23446773-404/},
issn = {2344-6773},
year  = {2016},
date = {2016-08-03},
journal = {Expert Journal of Marketing},
volume = {4},
number = {1},
pages = {24-30},
abstract = {Discovering needs, habits and consumer behavior is the primary task of marketing analytics. It is necessary to integrate marketing and analytical skills with IT skills. Such knowledge integration allows access to data (structured and unstructured), their analysis and finding out information about the opinions, attitudes, needs and behavior of customers. In the paper is set the hypothesis that software tools can collect data (messages) from social networks, analyze the content of messages and get to know the attitudes of customers about a product, service, tourist destination with the ultimate goal of improving customer relations. Experimental results are based on the analysis of the content of social network Facebook by using the package and function R language. This language showed a satisfactory application and development power in analysis of textual data on social networks for marketing analytics.},
keywords = {consumer analytics, consumer behavior, consumer intelligence, R language, Text mining, Unstructured data, Word cloud},
tppubtype = {article},
tpstatus = {published},
}

M. Dharma Tuah Putra NASUTION, Yossie ROSSANTY, Prana Ugiana GIO

Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia

Expert Journal of Marketing, 4 (2), pp. 31-38, 2016, ISSN: 2344-6773

The purpose of this study is to investigate a model of brand personality and the effect of a halal brand on purchase intentions, particularly, by highlighting of religious commitment mediated between brand personality, and purchase intentions on a Halal brand. This study uses a path analysis with the main concepts of brand personality, religious commitment, and purchase intentions. The sampling method used non-probability sampling. Data were collected from 120 respondents at several supermarkets in North Sumatera, Indonesia. Findings of the study indicated that brand personality does not have a significant and positive effect on the purchase intention of a Halal brand. However, the role of religious commitment is significant in mediating the relationship between brand personality and purchase intentions of a Halal brand. Finally, the results of this study also showed the total effects between brand personality, purchase intentions, and religious commitment. Dimensions of brand personality were not always relevant on the dimensions of a Halal brand.

@article{23446773-405,
title = {Does Religious Commitment Matter in the Relationship Between Brand Personality and Purchase Intention on Halal Brand? Evidence from Consumers in Indonesia},
author = {M. Dharma Tuah Putra NASUTION and Yossie ROSSANTY and Prana Ugiana GIO},
url = {http://marketing.expertjournals.com/23446773-405/},
issn = {2344-6773},
year  = {2016},
date = {2016-09-13},
journal = {Expert Journal of Marketing},
volume = {4},
number = {2},
pages = {31-38},
abstract = {The purpose of this study is to investigate a model of brand personality and the effect of a halal brand on purchase intentions, particularly, by highlighting of religious commitment mediated between brand personality, and purchase intentions on a Halal brand. This study uses a path analysis with the main concepts of brand personality, religious commitment, and purchase intentions. The sampling method used non-probability sampling. Data were collected from 120 respondents at several supermarkets in North Sumatera, Indonesia. Findings of the study indicated that brand personality does not have a significant and positive effect on the purchase intention of a Halal brand. However, the role of religious commitment is significant in mediating the relationship between brand personality and purchase intentions of a Halal brand. Finally, the results of this study also showed the total effects between brand personality, purchase intentions, and religious commitment. Dimensions of brand personality were not always relevant on the dimensions of a Halal brand.},
keywords = {brand, Brand Personality, Halal Brand, purchase intention, Religious Commitment},
tppubtype = {article},
tpstatus = {published},
}

Fatos UKAJ

Development and Creation of Competitive Advantages in the Function of Marketing Services in Financial Institutions

Expert Journal of Marketing, 4 (2), pp. 39-45, 2016, ISSN: 2344-6773

The marketing of the financial services by financial institution is regarded as an easier job. This is due to the fact that, in most cases, when a client is gained, he/she remains loyal to the institution on a long term. Nowadays, taking into consideration the needs of the consumers - clients who are undergoing a constant change - financial institutions are faced with a necessity to have the required knowledge and information regarding what and how to meet the needs of their clients. Financial institutions have reached a stage of adapting their daily activities with the demands of their clients. Thus, this is due to the available information which deals with the needs of the clients, opportunities of financial institution themselves, structural changes in the services provided, and the changes in the market which includes competition. This paper will strive to present the stages of the marketing development in financial institutions through the acquisition of knowledge regarding the finances and marketing of these services. It also involves the current concept and approach towards marketing by financial institutions in Kosovo. Adopting new approaches would satisfy the client and would strengthen the position of financial institution. In addition, through this analysis, we will try to show the importance of including the concept of marketing in the operations and strategies of financial institutions for a successful business.

@article{23446773-406,
title = {Development and Creation of Competitive Advantages in the Function of Marketing Services in Financial Institutions},
author = {Fatos UKAJ},
url = {http://marketing.expertjournals.com/23446773-406/},
issn = {2344-6773},
year  = {2016},
date = {2016-09-15},
journal = {Expert Journal of Marketing},
volume = {4},
number = {2},
pages = {39-45},
abstract = {The marketing of the financial services by financial institution is regarded as an easier job. This is due to the fact that, in most cases, when a client is gained, he/she remains loyal to the institution on a long term. Nowadays, taking into consideration the needs of the consumers - clients who are undergoing a constant change - financial institutions are faced with a necessity to have the required knowledge and information regarding what and how to meet the needs of their clients. Financial institutions have reached a stage of adapting their daily activities with the demands of their clients. Thus, this is due to the available information which deals with the needs of the clients, opportunities of financial institution themselves, structural changes in the services provided, and the changes in the market which includes competition. This paper will strive to present the stages of the marketing development in financial institutions through the acquisition of knowledge regarding the finances and marketing of these services. It also involves the current concept and approach towards marketing by financial institutions in Kosovo. Adopting new approaches would satisfy the client and would strengthen the position of financial institution. In addition, through this analysis, we will try to show the importance of including the concept of marketing in the operations and strategies of financial institutions for a successful business.},
keywords = {client, communication, financial institutions, information, marketing},
tppubtype = {article},
tpstatus = {published},
}

Isaac TWENEBOAH-KODUAH, Charles ADUSEI, Charles TENKORANG

Sales Territory Management and Distributor Performance in the Telecommunications Industry in Ghana

Expert Journal of Marketing, 4 (2), pp. 46-59, 2016, ISSN: 2344-6773

The mobile telecommunications in Ghana is a highly competitive market which faces a problem of retaining their customers due to low switching cost. The purpose of this study was to investigate sales territory management and distributor performance of Vodafone in Sunyani. The population for the study was staff and retailers of Vodafone product and services. Multi-Stage sampling approach was employed for the study. A well-structured questionnaire and interview guide were used in collecting data from the respondents. Descriptive statistics, One Sample t-test, Kendall’s Coefficient of Concordance and Pearson Correlation Matrix were used to analyse the data. Results revealed that there was effective supervision of the sales territory representatives by the sales managers. The retailer’s confirmed the receipt of their requested orders from the distributor when the need arose. The sales territory representatives confirmed that sales managers involved them in developing new or adjusted territory plans for effective distribution. This study suggests that the key distributor should restructure their distribution strategy for better market penetration. Vodafone should do more to support the distributor in terms of logistics and intensify sales training for the sales territory representatives. Furthermore, the study prescribed five generic factors to serve as best practices for distributor management of any organisation.

@article{23446773-407,
title = {Sales Territory Management and Distributor Performance in the Telecommunications Industry in Ghana},
author = {Isaac TWENEBOAH-KODUAH and Charles ADUSEI and Charles TENKORANG},
url = {http://marketing.expertjournals.com/23446773-407/},
issn = {2344-6773},
year  = {2016},
date = {2016-10-29},
journal = {Expert Journal of Marketing},
volume = {4},
number = {2},
pages = {46-59},
abstract = {The mobile telecommunications in Ghana is a highly competitive market which faces a problem of retaining their customers due to low switching cost. The purpose of this study was to investigate sales territory management and distributor performance of Vodafone in Sunyani. The population for the study was staff and retailers of Vodafone product and services. Multi-Stage sampling approach was employed for the study. A well-structured questionnaire and interview guide were used in collecting data from the respondents. Descriptive statistics, One Sample t-test, Kendall’s Coefficient of Concordance and Pearson Correlation Matrix were used to analyse the data. Results revealed that there was effective supervision of the sales territory representatives by the sales managers. The retailer’s confirmed the receipt of their requested orders from the distributor when the need arose. The sales territory representatives confirmed that sales managers involved them in developing new or adjusted territory plans for effective distribution. This study suggests that the key distributor should restructure their distribution strategy for better market penetration. Vodafone should do more to support the distributor in terms of logistics and intensify sales training for the sales territory representatives. Furthermore, the study prescribed five generic factors to serve as best practices for distributor management of any organisation.},
keywords = {distribution, sales management, sales territory, Vodafone, Ghana},
tppubtype = {article},
tpstatus = {published},
}

Myriam ERTZ, Fabien DURIF, Manon ARCAND

Business in the Hands of Consumers: A Scale for Measuring Online Resale Motivations

Expert Journal of Marketing, 4 (2), pp. 60-76, 2016, ISSN: 2344-6773

The web channel is increasingly a central aspect of the second-hand economy and, as such, favours also more sustainable post-consumption processes. This is why the field of online reselling appears increasingly important. Besides, the ever broadening scope of online reselling is key to the success of new online intermediaries that position themselves in the broader movement of collaborative consumption. While, consumers’ attachment for second-hand exchanges is not new, they have largely embraced its online declination. In response to these evolutions in the online retail environment, traditional retail companies have therefore started to create online consumer marketplaces in which consumers exchange goods by themselves. In order to best adapt such online marketplaces to consumers, it is therefore critically important to gain a better understanding of the driving forces behind online reselling. At present, knowledge about what motivates consumers to resell products online is limited. This article outlines the development and validation process of an online resale motivation (ORM) scale via three studies involving 1,119 respondents. Study 1 presents the ORM scale development process and resulting multi-dimensional construct, including protester, economic, generative, recreational, practical and social facets. Study 2 replicates the scale and investigates its predictive capabilities. More specifically, the ORM scale predicts successfully online resale frequency. Consumers who are more highly motivated to resell online, will indeed resell more often online. Study 3 examines the mediating role of ORM on the relationship between planned resale intentions (PRI) and online resale behaviour. The fact that consumers plan to resell a product prior to its purchase, will not directly lead them to increase the frequency at which they resell online. Rather, it is because they perceive positive economic, practical and recreational outcomes associated with online reselling that they resell more frequently online the goods which they intended to resell prior to their purchase.

@article{23446773-408,
title = {Business in the Hands of Consumers: A Scale for Measuring Online Resale Motivations},
author = {Myriam ERTZ and Fabien DURIF and Manon ARCAND},
url = {http://marketing.expertjournals.com/23446773-408/},
issn = {2344-6773},
year  = {2016},
date = {2016-12-26},
journal = {Expert Journal of Marketing},
volume = {4},
number = {2},
pages = {60-76},
abstract = {The web channel is increasingly a central aspect of the second-hand economy and, as such, favours also more sustainable post-consumption processes. This is why the field of online reselling appears increasingly important. Besides, the ever broadening scope of online reselling is key to the success of new online intermediaries that position themselves in the broader movement of collaborative consumption. While, consumers’ attachment for second-hand exchanges is not new, they have largely embraced its online declination. In response to these evolutions in the online retail environment, traditional retail companies have therefore started to create online consumer marketplaces in which consumers exchange goods by themselves. In order to best adapt such online marketplaces to consumers, it is therefore critically important to gain a better understanding of the driving forces behind online reselling. At present, knowledge about what motivates consumers to resell products online is limited. This article outlines the development and validation process of an online resale motivation (ORM) scale via three studies involving 1,119 respondents. Study 1 presents the ORM scale development process and resulting multi-dimensional construct, including protester, economic, generative, recreational, practical and social facets. Study 2 replicates the scale and investigates its predictive capabilities. More specifically, the ORM scale predicts successfully online resale frequency. Consumers who are more highly motivated to resell online, will indeed resell more often online. Study 3 examines the mediating role of ORM on the relationship between planned resale intentions (PRI) and online resale behaviour. The fact that consumers plan to resell a product prior to its purchase, will not directly lead them to increase the frequency at which they resell online. Rather, it is because they perceive positive economic, practical and recreational outcomes associated with online reselling that they resell more frequently online the goods which they intended to resell prior to their purchase.},
keywords = {online resale, online reselling motivations, measurement scale, planned resale intentions, online resale frequency},
tppubtype = {article},
tpstatus = {published},
}