Sally Dibb

Religious Influences on Shopping Behaviour: An Exploratory Study

The significance of religious value systems has long been recognized in sociology and psychology but is not yet fully acknowledged in consumer research. Studies in the marketing literature suggest that religion is a key element of culture, influencing both behaviour and purchasing decisions. This paper examines the influence of religion on consumer choice and is based on the proposition that adherence to a particular religious faith significantly influences shopping behaviour. Using the purchase of a television as the basis, the research examines the contrasting shopping behaviour of Hindus, Muslims and Catholics. The results suggest that religious affiliation should be included in future cross-cultural research and that there is considerable potential for extending research into the influence of religious affiliation on consumer behaviour.

Rethinking the brand concept: new brand orientation

Recent academic work has introduced a series of innovative concepts to the branding debate. In particular, the concept of brands that are embedded throughout the organisation has come to the fore. This paper uses a literature review and three mini‐case studies to explore the issues in the branding debate and to illustrate how brand management is changing in response to market and environmental changes.

Managing corporate identity: An internal perspective

Management plays a key role in the development and maintenance of corporate identity, including paying particular attention to the internal and controllable aspects of the process. The progression of research that examines corporate identity is contingent on clarification of the scope of corporate identity management (CIM) and development of generalizable and applicable measures of the construct. This study develops an interdisciplinary measure of the CIM construct by drawing on the literature and primary data, such as exploratory research, a survey, and a follow-up phase. Overall, CIM involves (1) the endorsement of consistent behavior through the diffusion of a company’s mission, values, and goals; (2) the expression and pursuit of brand and image consistency in the organization’s symbols and forms of communication; and (3) the implementation, support, and maintenance of visual systems. The results suggest that CIM includes the dissemination of mission and values, consistent image implementation, and visual identity implementation.

The Application of a Relationship Marketing Perspective in Retail Banking

This article considers the development of relationship marketing in retail financial services. It begins by examining the relationship marketing literature and considering its application to the retail banking industry. Following a discussion of the research methodology, four in-depth retail bank case studies are presented. These cases form the basis of a qualitative analysis of the state of relationship marketing in retail banking. Many banks have already reached a higher level of relationship marketing than businesses in other sectors. Yet generic relationship marketing models such as the one applied in this research do not necessarily reflect these differences. A modified version of a relationship marketing model, which caters for the particular characteristics of retail banks and which may be applicable to other services businesses, is therefore proposed.

Market segmentation: strategies for success

Despite the well‐documented benefits which segmentation offers, businesses continue to encounter implementation difficulties. This raises concerns about the cause of these problems and how they might be overcome. These concerns are addressed in this paper in the form of three questions: Is segmentation a good idea? If segmentation is such a good idea, why does it sometimes fail? What can be done to reduce the chance of failure? A mix of published evidence and case examples is used to explore these questions. The paper concludes by suggesting that if marketers are to overcome their segmentation implementation difficulties, they need practical guidance at three stages in the segmentation process. Before the project begins they must understand the role of success factors contributing to a successful result. During the segmentation project the qualities of the emerging segments must be clarified. After segmentation is complete the question of segment attractiveness must be considered. There is currently a gulf between the priorities of academics and practitioners carrying out segmentation. If this is to be bridged, further research is needed to provide guidance on segmentation success factors.

Market Segmentation: Diagnosing and Treating the Barriers

Abstract Although the benefits that segmentation offers are well documented, businesses continue to encounter barriers to implementation. This raises an important dilemma. If corporations are to unlock the benefits of segmentation, there are important questions to answer about the nature of these barriers and how they can be overcome. These questions are addressed in this article by reviewing a combination of published evidence and case study material. The literature review indicates key areas for businesses to consider when implementing a segmentation approach. These areas relate to the “infrastructure” in place at the start of the segmentation process, the “segmentation process” itself, and a series of “implementation” questions. Case studies of corporations that have attempted to develop a new or revised segmentation strategy are used to illustrate each of these areas. The themes from these cases then are used as the basis for a simple tool designed to diagnose and then treat the infrastructure, segmentation process, and implementation barriers.

The Strength of Branding and Positioning in Services

In a recent article advertising agency boss Stephen King suggested that now is the time to revitalize the marketing of brands for the 1990s, and in particular to develop branding and positioning in services marketing. Argues that King′s comments do not do justice to the majority of marketing departments, especially the growing ranks of services marketers, and that current practice in this area is already well established in its own right. Draws on evidence from services marketing theory and practice to consider whether this area of marketing is any less developed than the marketing of manufactured goods. The initial focus is on the particular characteristics of the services sector and the resulting extension of the traditional marketing mix. For the practitioner, branding and positioning are at the forefront of the consumer offering. The role of branding and positioning in services marketing is, therefore, a key element of the discussion. Is the marketing of services a lower form of the discipline than th...

A program for implementing market segmentation

Organizations wishing to apply the principles of market segmentation often face problems putting the theory into practice. All too often the required background analysis is inadequate or poorly structured or the translation of segmentation strategy into marketing programs is impeded. To be successful, segmentation must lead an organization through a process which undertakes background analysis, determines strategy and develops marketing programs. However, there are a number of points at which the process can break down. Shows how the segmentation program described has tackled these difficulties, leading several management teams through the analysis, strategy and program elements of the market segmentation process. A range of benefits arise from the program. Primary benefits are that the process puts the customer first, maximizes resources and emphasizes strengths over competitors. Secondary benefits relate to the development of a more market‐focussed company culture and the building of inter‐ and intra‐organizational relationships.

Relationship marketing and CRM: a financial services case study

This paper considers the shift towards relationship marketing principles and the implementation of CRM in the retail financial services sector. Many players offering personal banking and related products have now ‘bought in’ to the concepts behind relationship marketing, and are investing heavily (particularly in new information technology) to enhance customer relationships and improve retention rates. This trend is considered from the perspective of an organisation that is one of those leading the change. An in‐depth case study reveals the progress made in recent years towards the companys goals, focusing especially on the introduction of new systems and moves to enhance customer data. However, the analysis also suggests that major challenges remain if the benefits of CRM are to be fully realised. Issues involving the structure of the organisation and its approach to a range of staff issues such as recruitment and training are of particular concerns for the implementation of CRM principles.

Consumer involvement: a new perspective

Involvements importance in marketing and consumer research has been well established for twenty years. The concept has been linked to various consumer behaviour and marketing constructs and has been used to classify products and advertising messages according to the level of involvement they arouse. Apart from its academic and research value, involvement has implications for practitioners. Thus involvement can be used to segment consumers into low, moderate and high involvement groups which can then be targeted with different promotional strategies. There is a plethora of views on involvement which need to be integrated in order to provide a thorough account which will facilitate researchers. This paper provides a coherent and summarizing synthesis of the extant literature on involvement and presents a new perspective of involvement by linking purchase involvement to channel choice.