consumer behavior | Marketing Science & Inspirations

Hypothetical constructs of consumer behavior as predictors of pro-environmental behavior. An empirical study based on smartphones.

Research Paper, Vol 19, Issue 4, 2024By Sarah Victoria Mohr December 30, 2024

Despite being a specific sustainable development goal (SDG), the role of consumers for sustainable consumption is still ambiguous. This is exemplified by a vast amount of research on the attitude-intention-behavior gap, which generally describes consumers’ failures to behave as sustainable as theoretically predicted. We contextualize these results and conclude our study by highlighting limitations and further research opportunities.

Leveraging beauty pageants for brand exposure: An analysis of sponsorships and advertising opportunities in Philippine pageantry

Research Paper, Vol 18, Issue 4, 2023By Nelson B. Guillen Jr.December 30, 2023

This quantitative research examines how beauty pageant sponsorships impact brand exposure and brand equity among Filipino consumers. Overall, findings show that pageant sponsorships are an effective marketing platform for increasing brand awareness, enhancing brand image, and driving consumer behavior.

A study of the consumer behavior as the key to expanding the museum audience

Research Paper, Vol 18, Issue 1, 2023By Firuz Kurbanov April 30, 2023

This article deals with the analysis of various factors that impact the consumer behavior of museum visitors with an aim to build an effective marketing strategy that will help to expand the museum audience. The survey using questionnaire method was conducted in order to identify the importance of each category in the decision-making process.

Only memories are captured, and only footprints are left. Understanding the perception of eco-friendly hotel and tourist buying behavior

Research Paper, Vol 17, Issue 4, 2022By Cherouk Amr Yassin December 31, 2022

This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today’s sustainable development environment. This research has implications for tourists, marketers, hotel managers, promoters, and customers.

A thematic and sentiment analysis of the relationship between religion and purchase behavior

Research Paper, Vol 17, Issue 3, 2022By Alexandru Bosinceanu October 30, 2022

The aim of this study is to analyze the purchase behavior of an air purifier for religious and non-religious consumers. This has been accomplished through 23 qualitative interviews using the mobile instant messaging interview method (MIMI).

A review of neuromarketing origins as a new marketing research method

Research Paper, Vol 16, Issue 4, 2021By Yahia Mouammine December 30, 2021

We give a literature review of neuromarketing and the origins of its emergence as a new marketing research method. This paper draws a timeline of neuromarketing origins and a summary of the first attempts of consumer’s behavior observations, which relied on neural and physiological responses.

Sailing through the channel management: From multi- to omni-channel approach

Marketing Brief, Vol 16, Issue 2, 2021By Pavel Štrach June 9, 2021

Sailing bumpy waters of channel management is still an adventure for many and unlikely to become a comfy cruise ever. Once marketers are able to swim against the odds of the channel divide, they cross the Rubicon of truly united customer experience.

On pre-emptive customer satisfaction management: Setting and adjusting aspirational customer expectations

Marketing Brief, Vol 16, Issue 1, 2021By Pavel Štrach April 9, 2021

Marketers shall navigate the ship of customer satisfaction before it hits a rock rather than focusing on dealing with customer complaints to reduce collateral (reputational) damages.

Consumers´ perception of sustainable retailers

Research Paper, Vol 15, Issue 4, 2020By Eva Jaderná December 20, 2020

The paper aims to describe the perception of sustainable concepts in retail by the Czech consumers. A small enterprise, based on sustainable principles, will be introduced as a best practice in retail. Consumers tend to interest in sustainable companies. But, is their confidence and money saving more than sustainable purchasing?

How Covid-19 is changing consumer behavior: Identifying new segments and segmentation criteria

Marketing Brief, Vol 15, Issue 4, 2020By Pavel Štrach December 1, 2020

It does not seem to be possible to finish off quick marketing updates in the final 2020 issue of this journal without a reference to coronavirus. Merriam-Webster, the famous online dictionary and thesaurus service, just proclaimed „pandemic” to be the word of the year.

Keyword: consumer behavior