Similarity in marketing: Scope, measurement, and fields of application

Bèzes, Christophe; Mercanti‐Guérin, Maria

doi:10.1177/2051570716676258

Cited by 9 publications

(6 citation statements)

References 162 publications

(222 reference statements)

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“…The first, and most important, is to optimize the perceived added value of these technologies, hence their content in relation to both what the store and the retailer's commercial website offer. The goal is to avoid the physical store becoming merely a reflection of the online store, failing which there is a risk of crossing the fine border between congruent channels and similar channels (Bèzes and Mercanti-Guérin, 2017), as is the case, for example, when the retailer merely duplicates its website on interactive terminals or other screens. However, installing interactive fitting rooms that improve the quality of service in the store and are differentiated from virtual fitting rooms is certainly a promising option.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…Indeed, the first type of integration (technological and organizational) can very well lead to interchangeable channels by making them similar, and therefore comparable and functionally substitutable (Aurier, 1993). However, the second type of integration (marketing and customers) can in principle never lead to total interchangeability of channels (Bèzes, 2015), because cognitive integration mechanisms in individuals (Bassok and Medin, 1997) are based on congruence judgments that emphasize the complementarities of use (Barsalou, 1983; Bèzes and Mercanti-Guérin, 2017).…”

Section: The Omnichannel Experience As a Framework For Analysismentioning

confidence: 99%

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What kind of in-store smart retailing for an omnichannel real-life experience?

Bèzes

2018

Recherche et Applications en Marketing (English Edition)

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Smart retailing is currently presented by many consultants and some researchers in innovation as the solution for generating an omnichannel experience that benefits customers and retailers alike. But does the type of in-store technology promote different forms of omnichannel experience? Are retailers able to control the omnichannel experience of their customers by acting on the experiential context of their stores? Based on 107 bibliographic references in marketing, innovation, and information systems, this synthesis highlights four forms of omnichannel experience, depending on whether they are triggered by the customer or controlled by the retailer and perceived as integrated in terms either of marketing or of technologies. When the retailer tries to exert too much control over the various forms of omnichannel experience, some of them cease to be truly omnichannel and are reduced to little more than a singlechannel (store or website) experience.

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Section: Managerial Implicationsmentioning

confidence: 99%

Section: The Omnichannel Experience As a Framework For Analysismentioning

confidence: 99%

What kind of in-store smart retailing for an omnichannel real-life experience?

Bèzes

2018

Recherche et Applications en Marketing (English Edition)

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“…There is a need to devise more advanced products that are more affordable and provide more paybacks in relation to conventional products. Moreover, Takaful must be promoted and available to more religious people because they would be inclined to invest more because of the positive association of religion and happiness (Bèzes and Mercanti-Guérin, 2017;Lewis and Cruise, 2006).…”

Section: Research Implicationsmentioning

confidence: 99%

Takaful models: origin, progression and future

Hassan

2019

JIMA

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Purpose The concept of Takaful has a long history. It is linked with the era of Prophet Muhammad 1,400 years ago. The globalization and development of socio-economic systems have made business activities more complex in response to emerging human needs and requirements. Similarly, Takaful insurance has fully commercialized and become an important indicator of the international financial market. The purpose of this study is to understand the Takaful mechanism and progression of its procedures to date since its inception. Design/methodology/approach This study seeks to examine the origin, evolution and historical developments of Takaful mechanism, operations, models and governing framework with extant literature review from previous studies and current practices. Findings The modern Takaful insurance first began in Sudan back in 1979. The Takaful operations must abide by the Sharia laws and work under the supervision of the Sharia Supervisory Board. Since its evolution, Sharia scholars have introduced various Takaful models that are going to be explained in this study. Moreover, several Islamic organizations, including the “Islamic Financial Services Board” and the “Accounting and Auditing Organization for Islamic Financial Institutions,” have provided guidelines and supervision to develop and strengthen the Takaful industry further. The study acknowledges Takaful as a growing insurance industry with huge potential and promising future in both Pakistan and the international market. Practical implications During the analysis, various deficiencies and loopholes were identified, which are responsible for the unmatched growth of conventional insurance. They can be eliminated with the joint efforts of industrial players, Sharia scholars and Takaful insurance companies. Hence, Islamic scholars and academic researchers are encouraged to develop and modify the current practices of Takaful mechanism according to current market demands and consumer approach. The research efforts will help Takaful operators to develop more innovative Takaful products adhering Sharia compliance. Consequently, it will help to access more consumer market and further enhances the Takaful growth. Originality/value This study is an effort to provide a basic understanding of the mechanism of Takaful models. The study helps to comprehend how Takaful models have evolved and been modified over the course of time. Moreover, it provides a base for further development and improvement in current practices of Takaful models, which will result in increased progress for the Takaful industry.

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“…The issue of sensory congruence between two textures is based on literature addressing congruence perceptions. The concept and definition of congruence continue to be debated and have been the subjects of several studies (Bèzes & Mercanti-Guérin, 2016;Krishna, Elder, & Caldara, 2010;Sunaga, Park, & SPENCE, 2016). The more the senses are stimulated congruently, the more effective the message is perceived to be (Maille & Fleck, 2011).…”

Section: Interaction and Congruence Between Packaging And Productmentioning

confidence: 99%

Packaging texture influences product taste and consumer satisfaction

Ferreira

2019

Journal of Sensory Studies

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This article aims to understand how and when sensory congruence (and incongruence) between packaging textures and product textures affects hedonic food taste evaluations and consumer satisfaction. Involving chocolate tastings and following experimental protocols, two studies show the effects of sensory congruence (and incongruence). Two products (with two textures: smooth and granular) and two packaging forms (with two textures: smooth and granular) were used. The first study focuses only on the visual influence of packaging texture. The second study explores both the visual and haptic influences of packaging texture on perceptions of a product when the product was contained inside the packaging. The results indicate that the effects of packaging texture on product perceptions occur mostly in presence of both visual and haptic interactions with the packaging texture. If sensory incongruence exists between packaging texture and product texture, then the packaging texture might negatively affect evaluations of product taste and the satisfaction level. These findings are generated for a single product category using experiments designed to highlight consumers' attention on product taste and their satisfaction. This article provides preliminary guidelines on how to utilize packaging texture to congruently stimulate consumers' perceptions and satisfaction. Practical Applications These results are relevant to sensory scientists and packaging designers interested in how packaging textures interact with product. This research contributes to the literature on food consumption and sensory marketing by integrating the influences of sensory congruence between both textures. Although previous research supports the use of packaging features to stimulate consumers' perceptions and behaviors, none examine the interaction and effects of manipulating both packaging texture and product texture. Specifically, this research shows that texturing the packaging might induce lower product taste and lower consumer satisfaction if there is sensory incongruence between the packaging texture and the product texture. This negative impact occurs in the case in which the packaging texture induces expectations about product texture that are not present in the product's features.

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Similarity in marketing: Scope, measurement, and fields of application

Cited by 9 publications

References 162 publications

What kind of in-store smart retailing for an omnichannel real-life experience?

What kind of in-store smart retailing for an omnichannel real-life experience?

Takaful models: origin, progression and future

Packaging texture influences product taste and consumer satisfaction

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