<abstract xmlns="http://www.w3.org/1999/xhtml">Materialism is defined as the importance an individual attaches to worldly possessions, which has been considered as an important construct in consumer behavior and marketing literature. There are two dominant perspectives on individual materialism in the marketing literature that focus on (1) personality traits or (2) individual personal values. However, several scholars have questioned the aforementioned materialism conceptualizations. Therefore, the present study directly compares the constructs of personality materialism and value materialism. Structural equation modeling was employed to address the following issues: (1) what are the key conceptual dimensions of materialism, (2) how much do they overlap, and (3) what is their discriminant validity in predicting outcomes linked to materialism. We suggest these two dominant perspectives on individual materialism are two distinct constructs, as they shared only 21 percent of common variance. Furthermore, we stress the multi-faceted nature of materialism, with an emphasis on future research directions related to materialism in marketing.</abstract>

Florida State University, Florida, United States of America

Iowa State University, Iowa, United States of America

What is materialism? Testing two dominant perspectives on materialism in the marketing literature

<abstract xmlns="http://www.w3.org/1999/xhtml">Intense competition in today’s markets has meant that customer loyalty is no longer as strong as it used to be. In this context, many researchers have aimed to add new values to the concept of loyalty, particularly focusing on the concept of “love”. This study explores customers’ feelings towards location in order to identify their preferred - or “most loved” - food and beverage locations. A questionnaire was administered to 395 adult customers living in the city centre of Erzurum, Turkey. The fuzzy Shannon’s entropy method is used to identify the weights of each criterion of love, while the fuzzy VIKOR method is used to rank alternative locations. As a result of the analyses, the most prominent expression was found as “I love this location!”, and customers’ most loved places were identified as those serving regional dishes in Erzurum Province, Turkey. The study uses fuzzy numbers to rank alternatives according to the criteria of love. In addition, the ranking is based on degrees of fuzziness by changing the α-cut levels of the fuzzy numbers. The study examines how customers’ preferences between alternatives alter via this change</abstract>

Customer love: Research on the ranking of food and beverage locations

<abstract xmlns="http://www.w3.org/1999/xhtml">The purpose of the current paper is to investigate the demographics-based differences in the relationship between customers’ perceptions of corporate social responsibility (CSR) and their loyalty towards brands/companies in the dairy products market, considering the socio-cultural and economic particularities of one of the largest countries of Central-Eastern Europe. For this purpose, a survey was implemented among a sample of 1461 dairy products consumers from the urban area of Romania, investigating perceived CSR and customer loyalty by using 28, and, respectively, 6 Likert-type items. Results show that customers’ loyalty towards dairy brands/companies is positively and significantly influenced by how customers perceive companies’ responsibility towards their customers, in all investigated demographic segments. However, there are other facets of perceived CSR (community development, the environment, economic success, sponsorship, public authorities) in which case the relationship with customer loyalty is only significant in certain demographics-based market segments</abstract>

Demographics-based differences in the relationship between perceived CSR and customer loyalty in the dairy products market

<abstract xmlns="http://www.w3.org/1999/xhtml">Recovery strategies are critical to service providers in their efforts to maintain satisfied and loyal customers. While the existing research shows that recovery satisfaction is a function of customer perception of distributive, procedural and interactional justice, the present study considers an important contextual factor - customer-perceived quality of the service provider in the evaluation of justice dimensions and satisfaction. To test the hypotheses proposed, a survey was carried out in the mobile services context. The findings reveal that customer-perceived quality affects the evaluation of justice dimensions and its outcomes. The findings reveal that while distributive justice enhances recovery satisfaction for low perceived quality services, the procedural justice resulted in greater satisfaction in high perceived quality services. Thus, by understanding the role of customer-perceived quality, service managers can deliver effective recovery strategies thereby enhancing satisfaction and loyalty.</abstract>

Indian Institute of Management, Udaipur, India

Taylor’s University, Selangor, Malaysia

Perceived justice and recovery satisfaction: the moderating role of customer-perceived quality

<abstract xmlns="http://www.w3.org/1999/xhtml">The main objective of this paper is to determine factors affecting the intention to purchase a light commercial vehicle that may be influential in a developing country. For this purpose, a self-administered survey was conducted on 408 people living in Erzurum city, North-Eastern Turkey. The data of the survey was analyzed using binary logistic regression model due to the discrete and categorical nature of the dependent variable. Results revealed that gender, age, monthly income, household size, type of driving license, type of fuel, a significant increase in the monthly income, and costs of having SRC-K licenses were significant determinants of consumers’ light commercial vehicle demand. Whilst consumers’ automotive demand has been extensively studied, little research has been concentrated on light commercial vehicle demand. In this respect, the outcome of this study may provide valuable insights for the existing consumer demand literature in terms of light commercial vehicle purchase intention</abstract>

Ondokuz Mayıs University, Samsun, Turkey

Factors influencing consumers’ light commercial vehicle purchase intention in a developing country

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