Chiharu Ishida

Intention to Engage in Digital Piracy A Conceptual Model and Empirical Test

Digital piracy represents a significant threat to the marketers of digital service products. Industry efforts to attenuate the practice, often deterrent in nature, have largely failed. We propose that one reason for this failure is the absence of a commensurably accepted model of the social psychological foundations underlying digital piracy behaviors. A modified version of Perugini and Bagozzis (2001) Model of Goal Directed Behavior is advocated and empirically validated across both movie and music industry settings for this purpose. The results support the theoretical and empirical efficacy of the proposed model and highlight the importance of attitudes toward the act of digital piracy, the frequency of past digital piracy behaviors, and the motivations and intentions underlying digital piracy. A normative framework is proposed with five actionable recommendations to assist digital service marketers in better addressing digital piracy. The research implications of the reported study are also presented and discussed.

Consumer Trust and Satisfaction in the Formation of Consumer Loyalty Intentions in Transactional Exchange: The Case of a Mass Discount Retailer

Marketing relationships can be placed on a continuum from short, discrete transactions to ongoing brand relationships. The majority of recent work has focused on relational exchanges, with some scholars even suggesting early on that the marketing discipline was undergoing a paradigm shift from a transaction-based marketing perspective toward a relational exchange perspective. However, there has been a growing recognition that not all customers seek relational exchanges. Consequently, the current research considers customer relationship management from the less studied, but oft seen, perspective of transactional exchange. A study is presented using recent advances in structural equation modeling analyses, including Bayesian estimation methods and mediation analyses. We further consider the psychological processes underlying the formation of consumer loyalty based on pre- and post-purchase measurements taken over multiple time periods. We specifically hypothesize that consumer satisfaction judgments will fully mediate any influences of post-purchase trust judgments on future loyalty intentions. With American consumers’ trust in businesses at an all-time low, coupled with the recent trend that more and more brick-and-mortar retailers are at risk of “showrooming” for online retailers, there is an apparent need to also consider retail customers who see the value of relationship marketing only selectively.

A Taxonomy of Monitoring in Business-to-Business Relationships

We provide an empirical taxonomy of monitoring based on our sample of 162 single-unit franchisees in diverse business settings. This resulted in four basic approaches to monitoring: High-Threat, Limited Scope; Middle-of-the-Road; Hands-On, High-Threat; and Hands-Off. We found that (1) different situational factors call for different types of monitoring, and (2) certain types of monitoring can enhance fairness perceptions in relationships while others weaken them. This study helps us better understand why previous studies resulted in conflicting findings as to the efficacy of monitoring as a tool for ensuring that agents comply with their contractual agreements.

An alternative measure of relative brand attitudes

Purpose – This paper aims to report two studies with the purpose of demonstrating and establishing the efficacy of using an alternative method of operationalizing relative brand attitudes based on Cheungs latent congruence model (LCM).Design/methodology/approach – Data are collected concerning brand attitudes related to their product (study 1) and retailer (study 2) preferred and best alternative brands. Structural equation modeling is used to demonstrate and validate the LCM model, as well as to relate relative brand attitudes to satisfaction judgments and loyalty behaviors.Findings – Two separate samples of respondents across two unique marketing settings (product and retailer brands) support the LCM‐based view of relative brand attitude proposed herein. In addition, results suggest that preferred brands are most strongly related to satisfaction with the preferred brand, however, relative brand attitudes are alternatively related to preferred brand loyalty. Thus, relative brand attitudes appear to have...

Experiential Learning and Value Co-Creation in the Classroom: A New Examination Using Social Media Monitoring

Recent research has explored maximizing value in classrooms through experiential learning to focus on longer-term positive benefits for students such as intellectual development, cognitive enhancement, and improved attitudes. One way to emphasize longer-term benefits is through implementing experiential learning and allowing students to co-create value in their education. In marketing, value co-creation assumes consumers’ active participation in creation of value together with the firm. A recent review outlines core elements of value co-creation to include (1) coproduction and (2) value-in-use. Value-in-use extends beyond coproduction to focus on the customer’s experiential evaluation of the product/service proposition beyond functional attributes to apply their own meaning to generate usage value. As such, value co-creation can readily take place in the classroom by giving students the opportunity to co-create their educational experience. Students are given the opportunity to take the ownership of the project and derive meaningful and transformative learning that leads to personalized value-in-use of the new skills they acquire. In this paper, we detail our experiential learning class project that allowed us to observe value co-creation in the classroom.