Volume 7 (2022-23)

Each volume of Journal of Cultural Marketing Strategy consists of two biannual issues, published in print and online. Articles scheduled for Volume 7 are available to view on the 'Forthcoming content' page.

The articles published in Volume 7 are listed below.

Volume 7 Number 1

  • Editorial
    Jake Beniflah, Founding Editor, Journal of Cultural Marketing Strategy
  • The influence of marketer and user-generated communication on brand preference
    Talvinder Kaur, PhD Candidate and Sarbjit Singh Bedi, Associate Professor, Dr. B.R. Ambedkar National Institute of Technology

    Social media channels have evolved into a powerful platform for brands and consumers to communicate with each other, with today’s consumers increasingly relying on the information obtained through social media to guide their opinions and preferences. This paper examines the relationship between social media communication and different aspects of smartphone brands. The study uses structural equation modelling to interrogate data collected from 651 heavy or medium users of social media. The findings reveal that user-generated content has a strong influence on brand image, attitude toward the brand and brand preference, while marketer-created content has a significant but relatively smaller effect on attitude toward the brand and brand preference. The mediation role of attitude toward the brand is found to be significant in the development of brand preference. These findings will help marketers improve their social media communication by focusing on unbiased information. At the same time, this will help them understand the increasing importance of user-generated communication over marketer-created communication.
    Keywords: social media communication; marketer-created media; user-generated media; brand attitude; brand image; brand preference

  • Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour
    Nono Wibisono, Associate Professor of Business Administration, Bieke F. Arrasy, Marketing Study Program Graduate and Wahyu Rafdinal, Assistant Professor of Business Administration, Politeknik Negeri Bandung

    This study examines intent to purchase digital K-pop albums among K-pop fans in Indonesia. It employs the extended theory of planned behaviour (TPB) by integrating two additional variables: (1) frequency of K-pop consumption and (2) idol worship. The data, collected from 421 Indonesian K-pop fans, were processed using the structural equation model—partial least square modelling technique. The results indicate that, with the exception of attitude toward digital K-pop albums, all TPB constructs positively and significantly affect the purchase intentions of K-pop fans. Meanwhile, the attitude toward the digital K-pop album variable has a significant negative impact on purchase intention. The two additional variables (ie frequency of K-pop consumption and idol worship) influence fans to be more open to Korean culture and music. These findings will help the K-pop industry develop a strategy to better understand fan purchase behaviour in order to increase the popularity of K-pop both at home and abroad, and hence drive sales. This study is the first to empirically employ the extended model of TPB by integrating idol worship and frequency of K-pop consumption to analyse the purchase intentions of K-pop fans.
    Keywords: purpose-driven communications, stakeholder communications, corporate communications, global communications

  • Measuring the perception of trust: Two cultural approaches
    Amy Huber, Associate Professor and Sindy Chapa, Director, Center of Hispanic Marketing Communication, Florida State University

    Evidence suggests that US adults are trending away from having a primary care physician. Moreover, those from minority groups are even less likely to visit a usual healthcare provider. At the same time, Hispanics are more likely to have illnesses that can be prevented or mitigated with regular screenings, while maternal mortality rates among US Hispanics are rising. Consequently, enhancing perceptions about preventative care among underserved female populations is imperative in assuaging health disparities. Research suggests minority communities are often socialised with collectivist values, while medical marketing messages are often tailored to individualistic priorities. Consequently, preventative healthcare marketing messages may fail to capitalise on important cultural cues that can engender medical trust. This 2-by-2 experimental study compares the effects of culture-sensitive and culture-centred design approaches in preventative healthcare medical marketing messages on attitudes and medical trust levels among young adult Hispanic and non-Hispanic white women. Findings from 124 survey respondents revealed that in the area of fairness, the culture-centred message designed by in-group members elicited greater levels of trust among ethnically similar participants. However, the message created by the white out-group designer using the culture-sensitive approach elicited greater levels of global trust among non-Hispanic whites. These findings underscore the value of direct ingroup experience in designing preventative healthcare marketing messages.
    Keywords: healthcare marketing; medical trust; culturally competent; culture-centred; culture-sensitive; Hispanic; self-affirmation; collectivism

  • How should companies respond to complaints? Measuring satisfaction among Generation Z online shoppers
    Young Joon Lim, Associate Professor and Jennifer Lemanski, Professor, The University of Texas Rio Grande Valley

    When responding to a customer complaint, companies can choose between five response strategies, namely: apology, excuse, justification, denial and no response. This study proposes a conceptual model for measuring a customer’s satisfaction with how their complaint is handled. Based on a survey of over 300 college students, the study finds that following a service failure, Generation Z consumers value apologies over any other response strategy. These findings serve as a reminder to external communication managers and strategic communicators not to ignore the traditional crisis communication strategy of apology when communicating with Generation Z consumers.
    Keywords: Generation Z; apology; corporate response; digital age; online review; angry customers

  • Artificial intelligence in customer service: An empirical study of the banking sector
    Bilal Eneizan, Associate Professor of Marketing, Jadara University

    Artificial intelligence (AI) has become very important in the business world. The reasons for this include increased computing power, low cost, advanced algorithms, and the ability to leverage Big Data. AI is increasingly being deployed to deliver real-time customer service through live-chat messaging channels. These systems use data from different sources to provide customers with options, recommendations and resolutions. With a focus on the banking sector, this study examines the impact of usefulness, ease of use, problem-solving ability and trust on consumers’ intention to use and preference for AI in the customer service context. The findings indicate that the various variables examined all have a positive effect on both intention to use and preference for AI. These findings are discussed from both an organisational and customer perspective. The finding that customer satisfaction can be significantly improved via the use of AI systems has important implications for the banking sector.
    Keywords: AI; customer service; problem-solving ability; trust; ease of use; usefulness; behavioural intention

  • Reducing employee turnover intentions through ethical leadership and positive organisational behaviour
    Mitali Dohroo, Research Scholar and Taranjeet Duggal, Professor, Amity Business School and Amirul Hasan Ansari, Professor of Psychology, Aligarh Muslim University

    Using data obtained from the literature, this study conducts statistical analysis to improve understanding regarding the relationship between firms and their employees. The results indicate that employee turnover is lower among companies that combine strong, effective leadership with distinct organisational culture and behaviour.
    Keywords: positive organisational behaviour; employee turnover reduction; leadership; HR practices

  • Eye tracking provides valuable insights in neuroscience: An empirical brand perception food marketing study
    Francesco Pinci, Master’s degree student, Roma Tre University

    This study examines the importance of product packaging as a marketing medium. Using the example of commercially available pasta, the research focuses on key visual aspects of its packaging, such as colour, shape, packaging material and logo. The findings from studies like this are particularly important to food and beverage companies as they help marketers better understand the consumer purchase decision process. The study analyses data gathered from surveys administered through Google Modules, and visualisation data obtained using iMotions eye-tracker software. The results confirm the importance of packaging design elements such as colour and product information when it comes to consumer buying behaviour.
    Keywords: eye-tracker; food marketing; marketing psychology; branding; consumer behaviour

  • Applying the theory of reasoned action to measure intent to purchase halal food
    K. Ramya, Assistant Professor, Avinashilingam Institute for Home Science and Higher Education for Women

    The halal market exists primarily to cater to practising Muslim consumers, as it permits the sale of only those products and services permissible under Islamic law. Non-Muslims, however, are learning that halal products meet superior standards in terms of hygiene, safety and quality. This is contributing to a growing demand for halal goods around the world. With a focus on the largely untapped halal market in India, this study examines the relationship between attitudes and intent to purchase halal products among both Muslim and non-Muslim consumers. The study provides an opportunity for entrepreneurs and retailers to understand better how the halal market may be expanded in India and beyond. As such, this study has research and practical implications.
    Keywords: halal products; attitude; intention; Muslims; non-Muslims; theory of reasoned action (TRA); SEM-PLS