Isabella Chaney

The Effect of Billboards within the Gaming Environment

Abstract Players from all demographic groups are spending more and more of their leisure time playing multiplayer online games. As such, the gaming environment may be a more suitable vehicle to reach target markets. This study assessed whether advertising in the form of embedded billboards has an impact on the online gamer. Even though they could recall passing the billboards many of the players could not recall the names of either the products or the brands after the gaming session. This was possibly due to the immersive nature of the game with peripheral details not fully registering. The embedded billboards within the game had very limited impact on either the enhancement of the game experience or on product purchase intentions.

Opinion leaders as a segment for marketing communications.

Opinion leaders are important disseminators of information. Considers their relevance to the marketing of wine by assessing whether they are a reachable segment with respect to their demography and information needs. The importance of information from articles, books and television programmes is significantly associated with opinion leadership status. Furthermore, opinion leadership status is significantly associated with technical information on wines. This group, who tend to be the “heavy” buyers, is an important segment on whom producers should focus their attentions. Identifying them, however, cannot be undertaken demographically but, rather, they should be isolated by their information‐seeking behaviour. Targeting them by ensuring a constant flow of wine journalism of a more technical nature will feed their quest for information with which to impress and/or influence others.

The Influence of Domestic Interfirm Networks on the Internationalization Process of Taiwanese SMEs

This study investigated how domestic interfirm networks contribute to a better understanding of the internationalization process of Taiwanese small and medium enterprises (SMEs) in the automobile and textiles sectors. The rapid growth of business networks in Taiwans newly internationalizing firms provides an appropriate context in which to study the emergence and evolution of such networks. Findings from the in-depth case studies indicate that domestic interfirm networks are a major factor in the decision to internationalize. Furthermore, the benefits of assured orders in an unknown international market coupled with the availability of market information from other network partners can be a potential source of competitive advantage for the internationalized SME.

Luxury fashion brands: factors influencing young female consumers’ luxury fashion purchasing in Taiwan

Purpose – This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries. Design/methodology/approach – Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered. Findings – The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting....

A comparative analysis of wine reviews

This article focuses on the efforts of wine journalists to disseminate information. A content analysis is undertaken of articles in specialist wine magazines and weekend newspapers. This analysis is in the form of a comparative study based on the wine information for the three southern hemisphere countries of Australia, South Africa and New Zealand. When amount of column space devoted to each is assessed, it is evident that New Zealand, the smallest wine producing country of the three, is more positively favoured receiving a disproportionate amount of attention. However, an analysis of the information disseminated questions the value of the reviews.

Luxury Brands in the Digital Age – the Trust Factor

Luxury brand marketing has been suggested as one of the fastest growing industries [49] with several research institutions routinely reporting on the market emphasising its considerable value. In a Verdict report, it is predicted that the global market for luxury branded goods will be worth £225bn by 2012 [14]. Until recently luxury brands were the preserve of affluent people from privileged backgrounds but with rising incomes and availability of credit, luxury brands have become more affordable to a wider range of consumers than previously [47], [48].

Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition

Abstract Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.

Regulatory Fit with the Benefit Level of a Goal-Vehicle and Fit with the Goal: Their Combined Influence on Purchase Behavior

One’s regulatory fit with a goal may help explain the zeal or energy with which one will gravitate towards a means or goal-vehicle that may used to achieve that goal (Higgins, 2000). However, the literature pertaining to regulatory fit theory is relatively silent on the distinction between regulatory fit with a level of benefit that will be provided by an attribute of an object that facilitates goal achievement, relative to a base or reference level of benefit, and the regulatory fit that one may have with the goal that the object helps to meet. In other words, even though an individual may have a regulatory fit with a goal that a desired object may help to achieve as well as with the means or goal-vehicle by which the goal will be achieved, it is plausible that if the level of benefit or utility that will be provided by the goal-vehicle is not sufficiently high enough relative to a base reference level, the individual may not select the goal-vehicle even though there may be a strong sense of regulatory fit with the vehicle or means of goal achievement.