International Journal of Market Research

Conspicuous Conservation: Using semiotics to understand sustainable luxury [PDF]
Marie-Cecile Cervellon
This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands. In doing so, it highlights the interest of using a combination of semiotics tools (Peirce's and Greimas' paradigms) to analyse consumers' discourses. Indeed, understanding the sign-value of a brand in relation to the natural environment and society is paramount to the development of CSR activities, in order to avoid, on one side, being perceived as greenwashing and, on the other, losing the brand meaning and authenticity. Findings indicate that the luxury clientele opposes 'ascribed luxury' (discreet and emphasising traditional manufacturing techniques) to 'achieved luxury' (conspicuous and marketed). The contribution of luxury brands to society welfare should be located on a continuum between sustainability in ethos and along the supply chain, and pure philanthropic actions, both being worthy in consumers' views, and both being expected from luxury brands to different degrees, depending on the brand ascribed or achieved status.
[Digital First] Published 1 May 2013

The impact of source effects and message valence on word of mouth retransmission [PDF]
Jeffrey P. Radighieri and Mark Mulder
The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology. Modern advancements have made engaging in WOM and contributing to viral marketing very commonplace. This notion can be troubling for firms, as consumers can say anything about any firm with virtually no chance of repercussions. Therefore, it is important to study the flow of WOM to help firms design strategies to influence its transmission. This study compares the impact of WOM sender expertise and valence of the WOM message on consumer likelihood to contribute to viral marketing by retransmitting messages to others. Results of our study find that messages from experts and non-experts are equally influential when the valence is positive (PWOM), but messages from experts are more influential than those from non-experts when the valence is negative (NWOM). Explanations for this result are given, as are contributions to both theory and practice.
[Digital First] Published 1 April 2013

Book Review: Seducing the Subconscious: The Psychology of Emotional Influence in Advertising, by Robert Heath [PDF]
Chris Barnham Vol. 55 No. 2, 2013 pp. 323–324
This book review of Seducing the Subconscious by Robert Heath recommends it as an excellent book which should be read by everyone in marketing or advertising who is involved in the business of advertising development. At the core of the book is the assertion that advertising can be effective and build brands without adopting a persuasive stance. The book has plenty of examples and case studies to illustrate the arguments as they are developed.
Published 22 March 2013

A fresh look at consulting and collaboration [PDF]
Mike Petch and Julie Wheals Vol. 55 No. 2, 2013 pp. 320–322
These conference notes examine the debate about whether market research agencies should adopt a consultancy approach. Overall, the interviews conducted showed that research agencies are moving from product supplier to service provider and, with that, comes a change in strategic marketing and a focus on building a brand: most market research companies would do well to provide professional consultancy services.
Published 22 March 2013

From mixed-mode to multiple devices: Web surveys, smartphone surveys and apps: has the respondent gone ahead of us in answering surveys? [PDF]
Mario Callegaro Vol. 55 No. 2, 2013 pp. 317–320
In these notes from the 2012 IJMR Research Methods Forum, the author examines the impact of mobile technologies and the issues that arise for online quantitative research, and raises concerns about whether agencies are paying sufficient attention to the device respondents are using when attempting to complete surveys.
Published 22 March 2013

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