Suchergebnisse

Purpose
– The purpose of this paper is to examine spending pattern of Chinese migrant workers from rural regions to urban cities from a social identity perspective, which stems from Chinese Hukou system (household registry system). This study proposes a theoretical model for consumer utility function (a combination of economic utility and social utility) which takes into account the choice of social identification.


Design/methodology/approach
– This study focusses on the influence of rural and urban identification on consumption patterns of Chinese migrant workers. These assumptions were verified based on a survey with 650 samples in Shanghai, one of the most developed cities in China.


Findings
– Results indicate that affirmative social identification has a significantly positive effect on the level of consumption for migrant workers. High level of rural identification has a more significant impact than urban identification on survival consumption including food, medicine and family support. On the other hand, high level of urban identification has a more significant impact than rural identification on development consumption including education for children, training and recreation. Besides, there are significant interaction effects between income and identity on consumption, which confirms the identity effect on classical economic model and is in line with identity economics' arguments.


Originality/value
– This study outlines the importance of social identity in both economics and marketing domains and proposes a theoretical model which advances understanding of a model on similar lines proposed by Akerlof and Kranton's (2000) and Benjamin et al. (2010). Empirical tests with Chinese migrant workers' data present that their consumption patterns are influenced by their level of social identifications.

PurposeThe purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.Design/methodology/approachThe proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.FindingsThe results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.Originality/valueThis paper contributed to the MPE literature in the food industry by challenging the conventional intuition of "Unhealthy = Tasty" and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.

Purpose– The purpose of this paper is to investigate how perceived corporate social responsibility (CSR) initiatives influence internal customers' preference and turnover intention. The mediating effect of brand preference on the relationship between CSR initiatives and turnover intention has also been studied.Design/methodology/approach– A survey was conducted and questionnaires were distributed to a sample in Macau in 2012. Out of these, 138 valid samples were collected among casinos' mid- and senior-level employees having managerial positions (hereafter "managers"). Regression tests were performed in order to validate the hypotheses.Findings– Managers' preference for the casino brand of their employer can be enhanced by perceptions associated with CSR initiatives. Two CSR initiatives (CSR to stakeholders and to society) significantly decrease managers' turnover intentions, with the impact of CSR directed at stakeholders exerting a stronger influence. Brand preference is a significant mediator of perceptions associated with CSR initiatives and turnover intention.Originality/value– The current study tries to not only investigate how perceptions associated with CSR initiatives influence an internal customer's turnover intention but is also aimed at understanding how brand preference as a mediator influences turnover intention. Extending the realm of study is important because multiple theories predict different benefits, and assessing the value of CSR therefore requires multiple approaches.