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International Journal of Market Research (IJMR)

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International Journal of Market Research

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How to mix brand placements in television programmes to maximise effectiveness [PDF]
Nathalie Dens, Patrick De Pelsmacker, Peter Goos and Leonids Aleksandrovs pp. 1–22
This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).
[Digital First] Published 4 May 2016

Exploring Luxury Value Perceptions in China: Direct and indirect effects [PDF]
Gong Sun, Steven D'Alessandro and Lester W. Johnson
Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions. China is now the second largest luxury market in the world. Most previous studies of luxury consumption have tested only the direct influences of luxury value perceptions on purchasing behaviour. For this paper, sample data were gathered through surveys administered to 409 Chinese nationals living in China. The model is empirically tested using structural equation modelling. The current research incorporates both personal- and social-oriented perceived values, and draws a holistic picture of consumers’ decision-making processes in luxury consumption. The results suggest that perceived social value and perceived emotional value both directly influence luxury purchase intention. Perceived unique value exerts an indirect impact on luxury purchase intention. Perceived quality value has both a direct and indirect effect on luxury purchase intention. We also account for cultural differences rather than simply replicating previous studies in China. We consider local culture in order to understand what consumers actually value from luxury products, and we discuss the implications of indigenisation for future international marketing research.
[Digital First] Published 1 April 2016

Can we at last say goodbye to social class? [PDF]
Sarah Brien and Rosemary Ford
This paper looks at some of the current ways of classifying people and arose out of a piece of work which Granada Television commissioned from BMRB at the beginning of 1987. Granada were concerned about the increasing media coverage given to the so-called North/South divide and wanted to explore all aspects of people's lifestyles and income both in the North West and in the country as a whole. The paper first considers the discriminatory powers of the different classification variables. For the second stage the original respondents were re-contacted to explore the replicability and stability of these variables.

Social class in the 21st century, by Mike Savage [PDF]
Peter Mouncey Vol. 58 No. 2, 2016 pp. 335–338
This book review looks at 'Social class in the 21st century' by Mike Savage, which is primarily based upon a major investigation, involving 325,000 people, by the BBC into this topic. 'Social class' is a lucid analysis and reporting of the findings from the study, with evidence-based arguments throughout vested in the contexts of modern Britain and the origins of social classification methods. The author examines two groups in detail – the Elites at the top of today's social structure and the 'precarious Precariat' at the bottom – and the extent individuals are conscious of the class structure. At the heart of this thought-provoking book is the subject of inequality and a call to action for all researchers to think more carefully about the methods we use to differentiate people in today's world.
Published 7 March 2016

The rational animal: How evolution made us smarter than we think, by Douglas T. Kenrick and Vladas Griskevicius [PDF]
Omar Mahmoud Vol. 58 No. 2, 2016 pp. 333–335
This book review examines 'The rational animal: how evolution made us smarter than we think' by Douglas T. Kenrick and Vladas Griskevicius. A valuable contribution to the library of decision making and rationality, 'The rational animal' uses a solid scientific framework to address two issues of human behaviour: our apparent irrationality and our inconsistency. The book presents an alternative view of human nature that sees behaviour driven by occasions and circumstances, rather than by consistent traits. 'The rational animal' is not a to-do book, but it does offer helpful ideas for decision making and makes the reader reflect upon the fact that our desire for certain products or experiences is driven by deep evolutionary needs.
Published 7 March 2016

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The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.