A cross-country study of marketing effectiveness in high-credence services

Angulo-Ruiz, Fernando; Pergelova, Albena; Chebeň, Juraj; Angulo-Altamirano, Eladio

doi:10.1016/j.jbusres.2016.03.024

Cited by 13 publications

(10 citation statements)

References 37 publications

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“…While previous studies have indicated that internationalization of universities and employee engagement affects reputation (Delgado-M arquez et al, 2013;Rashid and Mustafa, 2021), our research finds that quality of learning mediates the relationship between marketing activities and organizational reputation across countries. Previous literature has strongly indicated that quality of learning is a critical desired organizational attribute that potential students seek when choosing a university (Angulo-Ruiz et al, 2016;Baharun et al, 2011;Chapman and Pyvis, 2006;Herrero-Crespo et al, 2016;Wiese et al, 2010). In particular, our study contributes with the notion that quality of learning is a critical mechanism through which marketing activities can affect reputation in the context of HE institutions.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

“…The demand for HE worldwide is estimated to grow to more than 262 million students by 2025 (Bjarnason et al, 2009). Marketing to recruit and retain students has become more important (Angulo-Ruiz et al, 2016;Angulo et al, 2010;Hemsley-Brown et al, 2016;Marginson and van der Wende, 2007). Given the growing emphasis on marketing in HE, research has followed through (e.g.…”

Section: Marketing Desired Impressions and Reputationmentioning

confidence: 99%

“…Not only is the education sector booming in growth, but it is also "swept up in global marketization" (Marginson and van der Wende, 2007, p. 7). As the HE market has become extremely competitive domestically and internationally (Delgado-M arquez et al, 2013), many HE institutions engage in marketing and design marketing activities with the aim of increasing student recruitment and retention (Angulo-Ruiz et al, 2016;Angulo et al, 2010;Dennis et al, 2016;Hemsley-Brown and Oplatka, 2006). Given the growing emphasis on marketing in HE, it is surprising that studies in HE marketing have not paid critical attention to examining the marketing antecedents of organizational reputation (e.g.…”

Section: Context Of Studymentioning

confidence: 99%

“…Additionally, our results indicate that career prospects mediate the relationship between relational marketing and organizational reputation. Extant literature, in the context of HE, has highlighted that career prospects is another critical desired attribute of potential university students (Angulo-Ruiz et al, 2016;Girasek et al, 2011;Gray et al, 2003;Ivy, 2010;Lehman, 2009;Mai, 2005;Wiese et al, 2010). In this sense, our study contributes to international marketing research of HE institutions by indicating that career prospects are significant desired impressions that universities can use in their relational marketing activities in order to build organizational reputation across countries.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

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How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

Angulo-Ruiz

Pergelova

Chebeň

et al. 2022

IMR

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PurposeBased on impression management theory, the authors ask how marketing activities build organizational reputation and examine the mediating mechanisms of desired impressions, and the moderating impact of national culture. Specifically, and in the context of higher education (HE) institutions, the authors examine the influence of relational marketing and traditional advertising on organizational reputation through the mediation of desired impressions (e.g. quality of learning, career prospects and extracurricular activities) across countries and specify the moderation role of cultural variables.Design/methodology/approachThis study estimates empirical models using a survey data set comprising 1,890 student responses from 10 universities in 8 countries. The authors use confirmatory factor analysis (CFA) and measurement invariance models, as well as ordinary least squares with robust standard errors to test the hypotheses.FindingsThe results indicate that marketing activities affect organizational reputation through the mediation of desired impressions in line with our theoretical reasoning. Specifically, the results show that (1) relational marketing has direct and indirect effects on organizational reputation; (2) relational marketing has a higher influence on organizational reputation in countries with lower individualism and lower masculinity scores; (3) quality of learning mediates the relationship between traditional advertising and organizational reputation; (4) quality of learning also mediates the association between relational marketing and organizational reputation; (5) career prospects mediate the relationship between relational marketing and organizational reputation; (6) traditional advertising does not have a direct but only an indirect effect on organizational reputation; and (7) these findings are net of the effect of respondents', universities', and countries' characteristics.Research limitations/implicationsThe findings contribute to the body of knowledge on the antecedents of organizational reputation, from an international marketing perspective. The results extend the impression management by integrating constructs that have been studied independently into a cohesive framework that links marketing activities, desired impressions and organizational reputation. With the study, impression management theory provides a framework to study the impact of marketing activities on organizational reputation not only in domestic but also in international markets.Practical implicationsBy asking the target market about the importance of different marketing activities, their expectations of the organization and its reputation, HE administrators can employ the model proposed in this study to assess the relevant marketing strategies that will drive desired impressions which in turn will influence reputation.Originality/valueWhile there are studies that focus on the impact of several constructs on organizational reputation in an international context, it is striking to observe that extant research is silent on how (via what mediating mechanisms) marketing activities work as an antecedent of organizational reputation. To address this gap, we examine marketing activities as antecedents of organizational reputation in an international, cross-country context, and specify the moderation role of cultural variables.

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Section: Theoretical Implicationsmentioning

confidence: 99%

Section: Marketing Desired Impressions and Reputationmentioning

confidence: 99%

Section: Context Of Studymentioning

confidence: 99%

Section: Theoretical Implicationsmentioning

confidence: 99%

See 2 more Smart Citations

How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

Angulo-Ruiz

Pergelova

Chebeň

et al. 2022

IMR

Self Cite

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“…Marketing effectiveness is an important measure of organisational performance. It is a mechanism used by firms to appraise whether marketing strategies and activities of an organisation are being correctly implemented to satisfy consumer needs and preferences (Angulo-Ruiz et al , 2016; Frösén et al , 2013; Tuan, 2012; Brooks and Simkin, 2012). The extent to which a corporate entity is effective is usually linked to its board of directors.…”

Section: Introductionmentioning

confidence: 99%

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Mugwati

Bakunda

2019

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Purpose The purpose of this paper was to examine the difference in the effect on external marketing effectiveness of gender similar boards and gender dissimilar boards in the agro-manufacturing industry in Zimbabwe. Design/methodology/approach Based on a multi-item construct of external marketing effectiveness, data were gathered from 56 agro-manufacturing firms. The significant differences in the effect of marketing activities designed by male, gender-diverse and female boards on the level of external marketing effectiveness of the firms were examined using MANOVA. Findings The results suggest significant differences on the levels of external marketing effectiveness between all female boards and all male and gender-diverse boards. Female boards indicated high levels of external marketing effectiveness on customer-perceived value, loyalty, satisfaction, brand performance and symbolic meaning. The study concludes that marketing effectiveness will only be achieved by firms that develop relevant marketing strategies for the female consumer market. Research limitations/implications The sample for this research was drawn from agro-manufacturing firms in Zimbabwe. Therefore, the applicability of these findings to other countries should be done with caution. In addition, the sample for the research was rather small, with only a few female boards. If conducted with a larger sample, the results could be different. The developed scale to measure external marketing effectiveness may require to be tested by other researchers in different settings to confirm its applicability in measuring the construct in multiple settings. Originality/value Prior research shows that corporate board effectiveness has tended to be measured in terms of corporate financial performance. This research measures board effectiveness from the extent to which its gender composition has an effect on the ability of manufacturing firms to serve emerging needs of female consumers.

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Factors Influencing Postgraduate Students’ University Choice in Nigeria

Adefulu

Farinloye²,

Mogaji

2020

Higher Education Marketing in Africa

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An understanding of postgraduate students' choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students' decision making. The study recognises that the rapid expansion of the enrolment of undergraduates has also stimulated students' enthusiasm for postgraduate studies and importantly, postgraduate students have prior experience in a university service environment (compared to undergraduate students). The semi-structured interview was conducted with firstyear postgraduate students at a private university in South-West, Nigeria. Some of the participants were new to the university while some did their undergraduate studies there. Findings from the study revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students. The chapter presents an integral insight into marketing higher education in Nigeria and Africa, as this is an under-researched area.

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A cross-country study of marketing effectiveness in high-credence services

Cited by 13 publications

References 37 publications

How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

Board gender composition and marketing effectiveness in the female consumer market in Zimbabwe

Factors Influencing Postgraduate Students’ University Choice in Nigeria

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