The 'Value Of Marketing' and 'The Marketing Of Value' in Contemporary Times –A Literature Review and Research Agenda

Ponsonby-McCabe, Sharon; Boyle, E

doi:10.1362/026725704323080443

Cited by 28 publications

(18 citation statements)

References 20 publications

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“…(2) Once the focal role of customer perceived value within the decision-making process and consumption chain had been recognized, research started to apply the concept to various settings, paying for example attention to hybrid consumer behavior. This comprises studying the role of customer perceived value in traditional offline as well as online settings, in the context of products and/or services (Ponsonby & Boyle, 2004). Recently, studies have pointed to the relevance of customer perceived value in the context of brand management (Wang, 2010) and social networks (Munnukka & Järvi, 2011), or in addressing ecological facets of customer perceived value (Koller et al, 2011).…”

Section: Discussionmentioning

confidence: 99%

Customer perceived value—Conceptualization and avenues for future research

Zauner¹,

2015

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Given the present dynamic consumption environment due to technological innovations as well as interlinked economic developments on the macro-, micro-, and societal-level, researchers and managers have been increasingly showing interest in the concept of customer perceived value. However, especially given its vast empirical application, surprisingly little effort has been paid to synthesize various perspectives on the dimensionality, abstraction, and model taxonomy of customer perceived value. Therefore, based on a comprehensive literature review, this article identifies the predominant conceptualization of customer perceived value, thus also providing a sound basis for future empirical assessments of this concept, and discusses avenues for future research. In addition to contributing to research, this study also contributes to practice by comprehensively positioning customer perceived value as a key source of competitive advantage in the context of relationship marketing, management, and business models.

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Section: Discussionmentioning

confidence: 99%

Customer perceived value—Conceptualization and avenues for future research

Zauner¹,

2015

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“…It is only through the consumption experience that consumers can confirm for themselves whether an item is worth the premium price being charged for it or not. Furthermore, there is growing evidence that much of the value of a brand that allows for premium prices to be charged is added during the consumption process (Zeithaml, 1988;Holbrook, 1994 andPonsonby and Boyle, 2004). This added value is the consequence of the consumers' consumption experience.…”

Section: Brand Loyaltymentioning

confidence: 99%

Understanding brands as experiential spaces: axiological implications for marketing strategists

Ponsonby-McCabe

Boyle

2006

Journal of Strategic Marketing

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Strategic marketing supports organization-wide efforts to maximize valuable resource utilization to gain a sustained competitive advantage over rivals. Brands are recognized as inimitable superior value creating resources that can play a key role in achieving this advantage. Their effective building and management positively impacts long-term competitive performance when brand loyalty has been achieved. However, strategic marketers are limited in their ability to control brand loyalty because consumers play a significant role in its formation. Brand loyalty stems from repeated brand consumption experiences that may be cognitive and/or emotional in their value make-up. This article, therefore proposes that firms could gain more control over brand loyalty building by creating experiential brand places (brandscapes) that could house cognitively and emotionally stimulating experiences for consumers. The study discusses the cognitive and emotional potential of brandscapes for cultivating longterm value creation and brand loyalty but notes the risks involved in attempting this.

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“…This study is located in the latter domain and specifically focuses on issues surrounding the idiosyncratic nature of value perceptions, a characteristic of value which, although widely accepted within the general value literature (see for example Bolton & Drew, 1991;Brady & Robertson, 1999;Ng & Forbes, 2009;Ponsonby & Boyle, 2004;Ravald & Grönroos, 1997;Sánchez-Fernández & IniestaBonillo, 2007;Woodall, 2003), to the best of our knowledge has not been examined in the educational domain. To address the identified research need we embed value within a theoretically grounded set of functional relationships and test the differential behaviour of the hypothesised pathways between two distinct groups of students, i.e.…”

Section: Introductionmentioning

confidence: 99%

The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examination

Ledden

Kalafatis

Mathioudakis

2011

Journal of Marketing Management

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Despite some dissenting voices, the marketisation of higher education in recent years has led to the need to consider how marketing concepts and business models that are central in traditional consumer markets can be applied in the educational context. One such concept that is held to be at the core of marketing is consumer value, which considers how consumers perceive the outcomes of their consumption experiences. Consequently, the functional relationships between service quality, value (disaggregated into the constituent dimensions of its give and get components), satisfaction and recommendation within the educational domain form the focus of this study. Service quality is treated as an antecedent of value, which in turn is a driver of satisfaction, the ultimate outcome of which is word of mouth recommendation. The idiosyncratic behaviour of the proposed functional relationships is tested in two cohorts of postgraduate students (MBA and specialist Masters). The data are analysed using Partial Least Squares. The impact of service quality on the formation of perceptions of value is confirmed for both cohorts. However, in relative terms the relationships are stronger for the specialist Masters cohort. At the same time, notable differences between the two cohorts are observed in the functional relationships between the dimensions of value and satisfaction. Although, collectively, the results are in line with extant value literature, they also indicate that contextual differences, even within a single domain, play an important role in the behaviour of the functional relationships.

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The 'Value Of Marketing' and 'The Marketing Of Value' in Contemporary Times –A Literature Review and Research Agenda

Cited by 28 publications

References 20 publications

Customer perceived value—Conceptualization and avenues for future research

Customer perceived value—Conceptualization and avenues for future research

Understanding brands as experiential spaces: axiological implications for marketing strategists

The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examination

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