Stavros P. Kalafatis

Green marketing and Ajzen's theory of planned behaviour: a cross-market examination

Examines the determinants that influence consumers’ intention to buy environmentally friendly products. Ajzen’s theory of planned behaviour (TPB) provides the conceptual framework of the research and the appropriateness of the theory and is tested in two distinct market conditions (UK and Greece). Although the findings offer considerable support for the robustness of the TPB in explaining intention in both samples, there is some indication that the theory is more appropriate in well established markets that are characterised by clearly formulated behavioural patterns (i.e. the model fitting elements of the UK sample are superior to the corresponding ones obtained from the Greek sample). The results are consistent with previous research on moral behaviour.

Positioning strategies in business markets

Tests the relevance of positioning within the domain of business marketing through the application of a new typology of positioning strategies. The proposed typology is tested in a well‐established market sector which is characterised by commodity products and consequently the research deals with positioning as applied to actual companies rather than specific brands. Our results offer strong support as to the stability of the proposed typology and the relevance of the concept of positioning in business markets. The authors suggest that although business positioning is predominantly determined by hard criteria (e.g. product quality) and relationship building factors (e.g. personal contact), other considerations such as company structures (i.e. geographical coverage), breadth of offerings and degree of integration (i.e. location in the distribution chain), also play an important part. Finally, we offer support to the claim that, level of familiarity with a specific company is a contributing factor to perceptions of the pursued positioning strategies.

Buyer-seller relationships along channels of distribution

Abstract This paper uses a conceptualization of the IMP model of buyer–seller interactions in examining the stability of relationship-building constructs at different levels of a traditional distribution channel. It examines the relative importance of five constructs as determinants of upstream (i.e. with suppliers) and downstream (i.e. with customers) business relationships and tests for possible misalignment between channel intermediaries. The findings offer empirical support for the model structure and the functional perspective of channel structures is employed in explaining differences. In addition, this research provides considerable evidence to suggest that there is greater emphasis placed in the development of relationships with customers than suppliers.

A re-examination of the relationship between value, satisfaction and intention in business services

Purpose – The objectives of this paper are twofold: to add to the debate regarding conceptualisation and operationalisation of value within a professional service domain, and to contribute to the relatively sparse literature dealing with the functional relationship between determinants and outcomes of value with specific emphasis on the value to satisfaction and intention to re‐purchase relationship in professional services.Design/methodology/approach – A theoretically grounded model has been developed that comprises three antecedents of value (conceptualised as a higher order construct of six dimensions) and satisfaction both of which impact on intention. The model has been tested, using partial least squares, on 78 responses obtained through an email survey carried out amongst executives of the top 300 UK‐based companies listed in the Times 1,000.Findings – The results indicate that although perceived value is a multi‐dimensional construct treating value as a unified construct may lead to confounding ef...

The Development and Validation of a Scale Measuring Consumer/Customer-Derived Generic Typology of Positioning Strategies

Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover a general paucity of consumer/customer-derived typologies of positioning strategies. This research presents the results of an empirical study that develops and validates a scale measuring consumer/customer based generic typology of positioning strategies. Eight distinct positioning factors/strategies emerged that were named (a) top of the range, (b) service, (c) value for money, (d) reliability, (e) attractiveness, (f) country of origin, (g) the brand name, and (h) selectivity. The reliability and validity of the scale was assessed using exploratory and confirmatory factor analyses. The scale has potential to serve as an instrument for the operationalisation of positioning strategies and given that no additional items are needed, it is simple to use. It concludes by providing managerial implications and directions for future research.

Issues and challenges in the positioning of service brands: a review

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.

A new research agenda for business segmentation

Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains. Examination of research within the latter domain indicates that, although considerable amounts of research have been carried out, these efforts appear to focus on sub‐areas of segmentation such as the development of segmentation bases and models, at the expense of a more strategic view. This not only has resulted in a diffused understanding of the subject‐matter but also is posited to have slowed the progress of theory development and research in business segmentation. Presents a comprehensive conceptualisation of business segmentation in the form of an integrating framework of business segmentation, aimed at raising new research agendas which could lead to a better understanding of existing gaps between theory and implementation and better recommendations to practitioners and assisting further development of theory in business segmentation.

Cognitive and behavioural determinants of trust in small and medium‐sized enterprises

Purpose – The purpose of this paper is to provide a systematic examination of the importance of trust‐developing constructs and the impact of trust on long‐term orientation within the small and medium‐sized enterprises (SME) domain.Design/methodology/approach – A theoretically grounded model has been developed that comprises three cognitive (reputation, skill and transaction specific investments) and three behavioural (information exchange, coercive power and flexibility) antecedents of trust, which in turn is posted to be a determinant of long‐term orientation. The model has been tested using 229 responses obtained through a postal survey carried out in the UK electrical and electronic industry.Findings – With the exception of the skill to trust, all other hypothesised relationships have been supported. In relative terms, reputation followed by flexibility have been found to be the most important determinants of trust.Research limitations/implications – The moderating impact of company size and length of...

The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examination

Abstract Despite some dissenting voices, the marketisation of higher education in recent years has led to the need to consider how marketing concepts and business models that are central in traditional consumer markets can be applied in the educational context. One such concept that is held to be at the core of marketing is consumer value, which considers how consumers perceive the outcomes of their consumption experiences. Consequently, the functional relationships between service quality, value (disaggregated into the constituent dimensions of its give and get components), satisfaction and recommendation within the educational domain form the focus of this study. Service quality is treated as an antecedent of value, which in turn is a driver of satisfaction, the ultimate outcome of which is word of mouth recommendation. The idiosyncratic behaviour of the proposed functional relationships is tested in two cohorts of postgraduate students (MBA and specialist Masters). The data are analysed using Partial Least Squares. The impact of service quality on the formation of perceptions of value is confirmed for both cohorts. However, in relative terms the relationships are stronger for the specialist Masters cohort. At the same time, notable differences between the two cohorts are observed in the functional relationships between the dimensions of value and satisfaction. Although, collectively, the results are in line with extant value literature, they also indicate that contextual differences, even within a single domain, play an important role in the behaviour of the functional relationships.

The differential impact of brand equity on B2B co‐branding

Purpose – Co‐branding strategies are now seen increasingly in business‐to‐business (B2B) settings, however, there has been little research in this area. This study aims to investigate the benefits of a B2B co‐branding strategy where the partner brands have different brand equity positions.Design/methodology/approach – This study employs a scenario approach incorporating three real multimedia software brands and three fictitious brands in nine hypothetical alliances over 97 respondents. Using repeated measures ANOVA, the study examines the balance of benefits derived from brand partnerships between high‐, medium‐ and low‐brand equity levels firms.Findings – It was found that brands with equivalent equity levels shared the benefits of the co‐branding equally, while lower equity brands benefited more from the alliance than higher equity partners. The results also suggest that very dominant partners gain a greater proportion of functional benefits (such as technical expertise) from the co‐branding strategy.Re...