Jean-Marc Décaudin

Are Services Advertised Differently? An Empirical Examination

Purpose – The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.Design/methodology/approach – A content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.Findings – The research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.Research implications/limitations – The conclusions indicate that the product‐service variable should not be used in isolation, but rather in ...

The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing

The purpose of this study is to explain the paths that lead to impulse purchasing of fashion products by investigating, for the very first time, the role of brand love in impulse purchasing. In this research, impulse purchasing is defined as the strong and unexpected desire to purchase a product without having pre-shopping intentions to buy it. A theoretical model of fashion-product impulse-buying was developed, by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, browsing, available budget and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be explained mainly by fashion involvement, which directly and indirectly influences several related variables, such as shopping enjoyment, browsing and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency increase the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy fashion products. Finally, the impulse purchase is influenced by urge and available budget.

Services advertising: showcase the customer!

Abstract The research presented in this article focuses on the effectiveness of advertising strategies used in services communication. For this purpose, a quantitative study of 50 magazine advertisements for services in tourism and banking/insurance was conducted with a sample of 249 respondents. This research shows that, for both sectors, certain advertising strategies are more effective than others, and that the most effective advertising strategy is one that showcases the service customer. This strategy is more effective than those highlighting competitive advantage, contact staff, a physical representation of the service or the company’s brand image.

Age differences in responsiveness to shocking prosocial campaigns

Purpose This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding the persuasive effect of emotional charity campaigns, the intensity of negative emotions and empathy elicited, the affect-based persuasive process leading to the ad effectiveness and the role of perceived self-efficacy. Design/methodology/approach Two studies are conducted on seniors (n1 = 173; n2 = 118) and young adults (n1 = 170; n2 = 123) exposed to appeals for “Action against Hunger” incorporating various levels of emotional content. Findings The results indicate that seniors are more receptive to emotional campaigns but only for higher emotional ads and only regarding intention to donate. Young adults report lower levels of empathy, and findings do not suggest major age differences in the reported negative emotions after exposure to low or high emotional appeals. The affect-based persuasion differs; young adults are particularly influenced by negative emotions, whereas the persuasive effect on the elderly stems from an empathetic reaction. Self-efficacy moderates the effect of negative emotions only among older participants. Practical implications Social marketers are advised to use vivid and realistic stimuli to reach young people and develop these appeals in social media. For an older target audience, however, marketers are advised to use creative components and media support designed to foster personalisation and proximity. Originality/value This study provides a better understanding of age-related effects on emotional persuasion, and addresses the specificity of prosocial appeals involving responsiveness to the suffering of others.

Fashion Impulse Purchasing: The Role of Brand Love, Fashion Involvement and Hedonic Consumption Tendency

This study proposes and investigates a structural model explaining the paths that leads to the urge for impulse purchasing of fashion products. This study empirically tests a theoretical model of fashion products impulse buying by examining the associations between fashion involvement, brand love, hedonic consumption tendency, positive affect, fashion impulse tendency, shopping enjoyment, in-store browsing and urge to impulse-buy a fashion product. The urge to impulse-buy a fashion product can be mainly explained by fashion involvement which directly and indirectly influences several related variables such as shopping enjoyment and in-store browsing, and fashion impulse tendency. On the other hand, brand love and hedonic consumption tendency are positively influenced by the positive affect that consumers feel when visiting stores, which stimulates them to impulse-buy a fashion product. Despite the voluminous literature on impulse purchasing, relatively little is known about impulse purchasing in the fashion industry. This study fills that gap by proposing a model explaining the urge for impulse purchases of fashion products during the shopping experience by focusing for the very first time on the role of brand love impulse purchasing.

Service Failures as Value Co-destruction Moments

Although Service-Dominant (S-D) Logic is an emerging school of thought in marketing literature, recovery strategies after service failures continue to be conceptualized under the good-dominant logic paradigm. This paper proposes a different conceptualization for service failures and recoveries strategies in the S-D Logic framework. Thus, we re-conceptualize service failures as co-destruction moments due to the fact that when a service failure occurs some forms of consumption value (functional, social, emotional, epistemic, and conditional) are co-destroyed (co-destruction-moment) in similar way that they co-created during the value co-creation. Moreover, we introduce a Mechanism of Value Restoration (MVR) in order to identify and restore the loss value as a more effective service recovery strategy by applying Prahalad and Ramaswamy’s DART (dialogue, access, risk assessment and transparency) model.