The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis

Gaski, John F.

doi:10.1007/s10603-008-9066-5

Cited by 19 publications

(29 citation statements)

References 23 publications

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“…This caveat is particularly relevant to multinational corporations that operate in India that could be targets of angry consumers; McDonalds witnessed such anger when it used beef flavoring in its French fries. Gaski (2008) recommends that consumerism sentiments be tracked over time so as to determine the health of the marketing system. More importantly, he argues that these consumer perceptions be used for decision making by consumer welfare advocates, NGOs, public policy makers, and marketing managers.…”

Section: Discussionmentioning

confidence: 99%

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Evidence of a secular trend in attitudes towards the macro marketing environment in India: pre and post economic liberalization

Lysonski

Durvasula

Madhavi

2012

Journal of Consumer Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -India has undergone dramatic changes since the economic liberalization of 1992. This study aims to provide an historical analysis to determine if consumer attitudes towards marketing practices and consumerism in India have changed measurably from 1990 to 2009. Design/methodology/approach -To measure consumer attitudes towards marketing and consumerism, an established research instrument was administered with 39 Likert scaled items measuring seven dimensions. Two samples were compared: 1990 vs 2009. Findings -The paper finds that 22 items exhibited significant differences. The mindset of Indians has evolved over the last two decades. Many of the changes were positive. However, the study does not provide a completely clean "bill of health" to the business community. Research limitations/implications -This paper used an urban sample; a rural sample would also be useful. Future research could examine other emerging economies such as Brazil, China, and Vietnam. Practical implications -The Indian marketplace is operating in a much more open and uncontrolled way since liberalization. Businesses must heed some of the results of this study and continue to pursue practices that consumers see as fair and as transparent. The authors encourage the Indian business community to remain vigilant about the issues addressed in this paper. Social implications -These consumer perceptions could be used for decision making by consumer welfare advocates and public policy makers. The lack of improvements in deficient areas may represent possible problems for business in the future. Firms must be concerned about their social responsibility regarding consumerism issues. Originality/value -The paper offers a longitudinal view of India's consumerism movement. No other research has examined one of the BRICs in this context as this paper has done. Since India is now in the limelight, this research has contemporary value. The paper also provides a very good commentary on the changes in India's consumer markets. The paper has value to marketing managers and public policy advocates.

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Section: Discussionmentioning

confidence: 99%

“…Recently, Gaski (2008) recommended that historical analyses be done on changes in consumer sentiment. Such historical investigations permit an understanding of the extent to which a secular trend may be occurring.…”

Section: Background Literature On Consumerism Researchmentioning

confidence: 99%

Evidence of a secular trend in attitudes towards the macro marketing environment in India: pre and post economic liberalization

Lysonski

Durvasula

Madhavi

2012

Journal of Consumer Marketing

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“…Beginning in 1983 and continuing annually, Gaski andEtzel (1986, 2005;Gaski 2008) measured and reported U.S. consumer sentiment toward the establishment of marketing practice using a national sample and 20-item composite scale. Their work reveals aggregate consumer sentiment toward marketing (qua satisfaction) that is ratcheting higher on a gradual trajectory.…”

Section: Customer Satisfaction and Stock Valuationmentioning

confidence: 99%

Financial Disclosure and Customer Satisfaction: Do Companies Talking the Talk Actually Walk the Walk?

2015

Self Cite

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Using the emerging technology of large-scale textual analysis, this study examines use of the term "customer satisfaction" and its variants in the principal annual financial reports issued by publicly-traded U.S. corporations and filed with the Securities and Exchange Commission as Form 10-K. We document the frequency of the term's occurrence in 10-Ks over the 1995 to 2013 period and differences in usage across industries. We then relate the term's usage in 10-Ks to subsequent scores from the American Customer Satisfaction Index (ACSI) to determine whether management's discussion of customer satisfaction in financial disclosures is credible. The commitment of management to shareholders versus, more broadly, stakeholders is a central question in business ethics and the integrity of management communication is a fundamental construct in the American Marketing Association's Statement of Ethics. We document a complex relation between management's discussion of customer satisfaction and subsequent reported satisfaction. We find that the general use of customer satisfaction (and similar terms) in 10-K documents is negatively correlated with subsequent ACSI scores. However, for retail firms, when the phrase is located near words indicating measurement or monitoring of the phenomenon, the empirical relation is reversed and becomes positive.

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“…Chan and Ciu, 2004;Varadarajan and Thirunarayana, 1990) and in the West (e.g. Barksdale and Darden, 1972;Gaski andEtzel, 1986 and2005;Gaski, 2008) where a longitudinal study, spanning more than two decades of business in the USA (Gaski and Etzel, 2005), established that consumers' attitude toward marketing was a highly potent metric demonstrating a strong positive relationship with general economic confidence and wellbeing.…”

Section: Proposition 2cmentioning

confidence: 99%

Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy

Busnaina

Woodall

2015

International Business Review

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The aim of this paper is to investigate, in one emerging Arab economy (Libya), the strategic and tactical choices of MNE (multinational enterprise) domestic appliance brands and, also, the attitudes of local consumers towards those choices. Various choice characteristics are investigated -including marketing mix standardization/adaptation -and, also, country-of-origin brand (COB). To establish extant organizational choices, local representatives of four established brands were interviewed and survey responses from 609 consumer were analyzed. No statistically discernible relationship between standardization/adaptation choices and consumer attitude towards marketing programs was found, but the study identified one especially successful brand that appeared to owe its achievements to an especially holistic approach to marketing that demonstrated 'fit' with the market concerned. Coincidentally, findings also address the conventional country-of-origin wisdom, and this is investigated/speculated upon accordingly. This is one of few marketing studies concerning Libya, and it adds to the limited literature on an increasingly relevant region. KeywordsLibya, standardization/adaptation, marketing tactics, marketing strategy, country-of-origin (brand), major domestic appliances 2 IntroductionMarketing insight regarding the Arab world has only recently accrued (earliest studies include Djursaa and Kragh, 1998;Elbashier and Nicholls, 1993;Michell, Lynch and Alabdali, 1998;Souiden, 2000) and most has inevitably focused on countries that are more clearly aligned with the West, such as Kuwait (e.g., Al-Wugayan, Pleshko and Baqer, 2008), Jordan (e.g., Zabadi, Shura and Elsayed, 2012) and the United Arab Emirates (e.g., Khraim, Khraim, Al-Kaidah and Al-Qurashi, 2011). Further, although studies addressing consumer issues in Arab contexts have recently increased (e.g. Al Ganideh, 2012;Ghanem, Kalliny and Elgoul, 2013;Tolba, 2011) literature in this area, generally, is limited (see Ellis and Zhan, 2011;Birnik and Bowman, 2007), and this is especially surprising given that the Arab market is becoming increasingly materialistic and that the collective Arab economy is now estimated to be the world's eighth largest, with a GDP approaching $2.5 trillion (Mahajan, 2013). Our understanding, especially, of how international firms approach such markets and how local consumers respond to these approaches is sparse, especially in those countries perceived to represent a more capricious business environment (e.g. Syria, Algeria and Libya: Dinnie, 2011).This study is applied in a setting that, for reasons of recent social and political turbulence, represents a particularly interesting context for research. In the decade leading up to recent conflicts, and following a period of relative isolation, Libya actively encouraged international trade (Porter, 2007), yet there is a relative lack of research addressing either period (US & FCS, 2006), and this alone makes Libya an intriguing context for investigation. Recent events, clearly, mean th...

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The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis

Abstract: Construct validation, Consumer psychology, Consumer welfare, Macromarketing, Marketing and society,

Cited by 19 publications

References 23 publications

Evidence of a secular trend in attitudes towards the macro marketing environment in India: pre and post economic liberalization

Evidence of a secular trend in attitudes towards the macro marketing environment in India: pre and post economic liberalization

Financial Disclosure and Customer Satisfaction: Do Companies Talking the Talk Actually Walk the Walk?

Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy

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