• Journal of Distribution Science
• /
• v.14 no.7
• /
• pp.71-81
• /
• 2016

Purpose - Because creativity, which is an intangible resource embedded within the company, can offer a competitive advantage, most companies have an interest in promoting creativity among their employees and division(e.g., marketing organization). Creativity renders a sustainable competitive advantage to a firm because it is a strategic resource that is valuable, flexible, rare, and imperfectly imitable or substitutable. Although most companies broadly recognize the importance of creativity, the methods for developing creativity remain elusive. Therefore, the present study investigates how to structure incentives to motivate employees to be more creative and how to develop tools to facilitate creativity. In detail, the present study aimed to examine the relationship between the regulatory focus of marketing organizations(e.g., promotion focus vs prevention focus) and creativity of marketing organizations. In addition, the present study set out to examine the moderating role of interaction of financial reward and creative training in addition to investigating the direct relationship between creativity and regulatory focus in New Product Development(NPD) context. Research design, data, and methodology - The data used to test the hypotheses are drawn from a survey of full time NPD project members(including project manager, designer, engineer, and marketer). The present study utilized data obtained mainly from a database compiled by the Korea Investors Service-Financial Analysis System which provides comprehensive corporate and financial information on firms listed on the Korea Stock Exchange. A study population comprising 1,000 South Korean firms was obtained from this database. We selected 864 firms from the database, and the firms have experiences of new product development project. We collected a total of 162 responses, for a 18.8% response rate. After we excluded 14 questionnaire because of incomplete responses, a total of 148 questionnaire remained(final response rate: 17.1%). Working with a sample of 148 responses in South Korea, hierarchical moderated regression is employed to test research hypotheses(

The relationship between promotion focus and creativity of marketing organization,

The relationship between prevention focus and creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between promotion focus creativity of marketing organization,

The moderating effect of joint influences(interaction between financial rewards and creativity training) on the relationship between prevention focus creativity of marketing organization). SPSS 18.0 and AMOS software were used in the data analysis. Results - The empirical study confirmed that promotion focus of marketing organization is positively related to creativity of marketing organization. Also, prevention focus of marketing organization is positively affected to creativity of marketing organization. In addition, the interaction between financial rewards and creativity training moderated the relationship between regularity focus(e.g.), promotion focus vs prevention focus) and creativity of marketing organization. These results suggest that managers can improve the performances of their creative efforts by providing the use of financial rewards and creativity training in combination. Conclusion - Based on results of this study that examine the effects of regulatory focused creative efforts on creativity of marketing organization, promotion focus is helpful with marketing organizations to enhance their service innovation and performance. Prevention focused organization should allow monetary rewards and creativity training to increase their creativity for innovation of new products.

• The Korean Journal of Franchise Management
• /
• v.9 no.2
• /
• pp.31-38
• /
• 2018

Purpose - In recent years, many companies include franchises have acquire customers by making an online stores and they are carrying out permission marketing activities with e-mail and SMS. Permission marketing requires voluntary customer approval for receiving commercial messages such as cross-selling and upselling. Therefore, it is necessary for the business to induce the customer's acceptance. The purpose of this study is to examine which type of different messages can affect higher in consumer persuasion. Thus, we investigated the impact of descriptive norm message on intention of reception in an online store context, and its interaction with chronic regulatory focus. Research design, data, and methodology - This study hypothesized that the descriptive norm message would affect positive influences to consumers' intension of reception. Specially, this study inquired into whether the interaction effect between descriptive norm and regulatory focus. To verify the hypothesis, we conducted 2 × 2 between-subject factorial design with message type (general message and descriptive norm message) and regulatory focus(promotion focus and prevention focus) as independent variables. Participants of the experiment were assigned to one of 2 kind experimental situations randomly according to characteristics of message type. A total of 131 participants (descriptive norm message: 65, general message: 66) responded for this study. The data were analyzed using frequency analysis, exploratory factor analysis, and two-way ANOVA. Result - The results of the study are as follows. First, we found main effects of the descriptive norm message. The intention of reception were significantly higher in the descriptive norm message rather than general message as in previous researches. Second, interaction effect between the descriptive norm message and regulatory focus was significant. The prevention focus (vs. promotion focus) were hight in a positive behavior intention when the descriptive norm message was given. Conclusions - This study verifies the main effect and interaction effect of descriptive norm message and regulatory focus on the consumers' intention of reception in permission marketing, and persuasive message in the online store context. The results of this study will provide various advantages to companies that want to establish long lasting relationship with customers by carrying out permission marketing in the future.

• Journal of Distribution Science
• /
• v.17 no.10
• /
• pp.107-114
• /
• 2019

Purpose - This is longitudinal research which aims to investigate the meaning of greenness to consumers' behavior. Consumers adopt green marketing as a new factor in product buying and consumption and more and more consumers prefer green product and services. Consumers' green buying behavior can be different from other purchasing experiences. There would be changes in the meaning of green as time passed and it can be different from countries to other countries. This study examines focus group studies with several groups. There is a ten-year gap between 2010 focus group and 2019 focus group interviews. With this ten-year gap, we can find the change of greenness to consumers. Research design, data, and methodology - The data were collected from Turkish, Korean, Kazakhstan people. This is a cross-sectional study and focus group interview was designed. We can gain information relevant to the research problem with using focus group study and get some insights into basic needs and attitudes of green marketing. The subjects for green purchase interviewee were confined to under 40 years old's shoppers regardless of gender. The first study was investigated with several groups in 2010 and the second interview were conducted in 2019. Results - Results show that the meaning of greenness for consumer has changed over time in accordance with the growing accordance of environmental sustainability. Basically, green marketing still means valuable, natural, recycle-able, good for health, clean, smart behavior, essential benefit. The concept of greenness significantly evolved since it was investigated in 2010. It moves away from focusing on specific environmental issues to considering global sustainability issues. Especially we found that greenness can be related with globalization, higher education, social status at the 2019 interview. Conclusions - This paper attempted to confirm the green marketing is essential and expands its meaning to various aspect. Usually, we can think green marketing is everywhere, therefore, people don't care about green issues in real. But consumers are adopting green marketing more and more, it can be a means to attract potential consumers. Therefore, companies should provide enough greenness information for people and they might apply greenness communication to attract potential customers.

• Journal of Distribution Science
• /
• v.14 no.2
• /
• pp.5-12
• /
• 2016

Purpose - The present study examines the interrelationship between various components constituting shopping experience in the context of the Indian shopping malls. Research design, data, and methodology - Extracting components of shopping experience from the literature review, the study used Interpretive Structural Modelling (ISM) to propose a conceptual model. The study adopted a mixed methods research involving theoretical constructs from past research, qualitative assessment of relationship between the constructs and imposing definite order and direction to qualitative relations based on mathematical computations. Results - Proposed model indicates that the five components of shopping experience (ambience, physical infrastructure, convenience, marketing focus and safety and security) do not converge directly into shopping experience. Rather, they operate following a hierarchy of influences in which marketing focus plays the role of the initiator. Conclusions - This model points at the order of preference of different components of shopping experience and can be a useful guide for retail industry, especially mall developers and supermarket/hypermarket, may use the findings in key decisions about development of physical infrastructure, which are based on marketing focus.

• Asia Marketing Journal
• /
• v.21 no.4
• /
• pp.1-24
• /
• 2020

The current research brings the spotlight onto customer Gapjil toward service employees. In an attempt to understand what brings Gapjil, the present article investigates the intertwined effects of perceived economic mobility (PEM), self-other referent priming (SORP), and temporal focus on Gapjil. Study 1 shows that PEM increases Gapjil among self-referent primed people, but not among other-referent primed people. Study 2 examining the role of temporal focus (present vs. future) reveals that the effect found in study 1 is replicated in the present focus, but the effect is reversed in the future focus. We explain this dynamic pattern of the 3-way interaction effect with a relative gratification and a motivation to attune the self to the perceived norm of the high class. We also discuss how to create a social atmosphere to lessen Gapjil in public and corporate communication strategies.

• Knowledge Management Research
• /
• v.16 no.3
• /
• pp.81-102
• /
• 2015

With the rapid development of digital media, there has been a huge change in a way of communication, a process of information diffusion and a role of traditional media. Not like mass media, social media enables users to generate and tap into the opinions of a larger world. From that reason, social media is impacting marketing strategies. However, still social media marketing researches just focus on case study, analysis of users motivation or analysis of power user's usage pattern. Word-of-mouth has always been important especially in marketing area. In social media, word-of-mouth depends on each user that's why this research focuses on individual user's activity in SNS. I defined 4 factors (produce, diffusion, network size, activity of network size enlarge) that are effect on activity and verified hypothesis by multiple regression analysis, hierarchical regression analysis and moderated multiple regression.

• Asia Marketing Journal
• /
• v.19 no.4
• /
• pp.87-114
• /
• 2018

The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives. The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and health, eco-friendly culture and trend, willingness to pay price premiums and functional effects of eco-friendly products have significant effects on eco-friendly buying behavior. Reflecting these results, business marketers must appeal to consumers with more focus on safety and health, perceived consumer effectiveness, self-monitoring, eco-friendly culture and trend, media exposure, willingness to pay price premiums, design excellence and functional effects, to implement marketing communication strategies accordingly.

• Asia Marketing Journal
• /
• v.16 no.4
• /
• pp.19-37
• /
• 2015

Forming interfirm collaborative relationships has become a key aspect of a firm's marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm's R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, we focus on industry turbulence and industry competitiveness. Industry turbulence refers to the degree to which industry market conditions change quickly and unpredictably, whereas industry competitiveness refers to the degree to which a firm faces competition in the industry. By testing these factors, we are intended to reveal boundary conditions that determine the value of marketing alliances for firm profitability. The analysis of firms in the diverse industries shows that while the main effect of marketing alliances on firm profitability is not significant, it becomes more positive when R&D investment is more intensive or when industry environment is more turbulent. The results of this study imply that just forming more marketing alliances may not be enough to increase firm profitability. Our findings imply that marketing alliances become more effective in a dynamically changing industry environment. That is, firms can cope with industry uncertainties more effectively by forming marketing alliances. At the same time, the moderating effect of R&D intensity implies that the internal investments in R&D magnify the effect of marketing alliances on firm profitability. The findings of this study contributes to the existing alliance literature in three aspects. First, this study enhances our understanding of the contingent value of marketing alliances by testing both internal and external factors that may influence the effectiveness of marketing alliances. Second, this study responds to the need for research that investigates actual performance resulting from interfirm relationships. Third, while previous studies primarily focused on a specific industry, this study extend previous findings of the boundary conditions for the benefits of marketing alliances in a broader context.

• Journal of Distribution Science
• /
• v.20 no.2
• /
• pp.65-77
• /
• 2022

Purpose: This study aims to identify factors affecting the adoption of e-commerce by household businesses in Vietnam's food and beverage industry. Research design, data and methodology: The integrated TAM and TOE frameworks and ten hypotheses were developed to test the relationship between relevant factors. A cross-sectional survey was conducted to collect valid data from 992 respondents who run F&B household businesses in Vietnam. Results: The empirical research results confirm all proposed hypotheses that e-commerce adoption is affected by the perceived usefulness, the perceived ease of use, vendor support partners, social expectancy, competitive pressure, subjective norm, and household resources. Meanwhile, technical readiness, environment readiness, and organization readiness are intermediate variables that influence the implementation of e-commerce in food and beverage distribution. Conclusions: The findings suggest effective orientations to foster the food and beverage e-trading practice for household businesses in developing countries. Accordingly, to encourage private household businesses to adopt e-commerce, it is necessary to focus on improving business resources, technology readiness, environment readiness, and organization readiness through raising awareness of usefulness, benefits, perceived ease of use, and increased support of vendor partners. Future research can focus on improving the efficiency of e-commerce applications in F&B distribution for both household businesses and larger-scale enterprises.

• The Research Journal of the Costume Culture
• /
• v.23 no.1
• /
• pp.102-116
• /
• 2015

This study aimed to identify the effects of fashion brand extensions types, preannouncing and consumers' regulatory focus on preference towards extension products. To that end, the study used a 2 (fashion brand extension types: similar vs. non-similar) ${\times}2$ (preannouncing: near preannouncing vs. far preannouncing) ${\times}2$ (regulatory focus: promotion focus vs. prevention focus) three mixed elements. The subjects of the study were 280 men and women in their 20~40s living in Seoul and Chungnam province and total of 229 data were analyzed. Data were analysed with SPSS 19.0 program and three-way ANOVA, simple interaction effects and simple main effects analysis were conducted. The results of this study are as follows: First there were significant differences in preference based on fashion brand extension types and preannouncing. Second, there were significant interaction effects in preference between extension types of fashion brand and regulatory focus. But there was no difference in preference toward extension products according to types of preannouncing and regulatory focus. Lastly, fashion brand extension types, preannouncing and regulatory focus showed significant interaction effects on preference. Thus even in cases of non-similar brand extensions which carry more risk of failing, the appropriate marketing communication strategies such as preannouncing will result in brand preference. Also marketing activities should be comprehensive and strategical based on consumers' tendencies in order to derive positive evaluations.