Moving towards premium e-grocery management:multi-products sourcing capacity logistic and geodemographic marketing in emerging markets

CD

Brand extensions in emerging markets:theory development and testing in China

Brand extensions are increasingly used by multinational corporations in emerging markets such as China. However, understanding how consumers in the emerging markets evaluate brand extensions is hampered by a lack of research in the emerging markets contexts. To address the knowledge void, we built on an established brand extension evaluation framework in the West, namely Aaker and Keller (1990)1. Aaker , D. A. and Keller , K. L. 1990 . Consumer evaluations of brand extensions . Journal of Marketing , 54 ( 1 ) : 27 – 41 . [CrossRef], [Web of Science ®] View all references, and extended the model by incorporating two new factors: perceived fit based on brand image consistency and competition intensity in the brand extension category. The additions of two factors are made in recognition of the uniqueness of the considerations of consumers in the emerging markets in their brand extension evaluations. The extended model was tested by an empirical experiment using consumers in China. The results partly validated the Aaker and Keller model, and evidence that both newly added factors were significant in influencing consumers' evaluation of brand extensions was also found. More important, one new factor proposed, namely, consumer-perceived fit based on brand image consistency, was found to be more significant than all the factors in Aaker and Keller's original model, suggesting that the Aaker and Keller model may be limited in explaining how consumers in the emerging markets evaluate brand extensions. Further research implications and limitations are discussed in the paper.

Evaluating service quality and customer satisfaction evaluation in an emerging markets

Developing economies offer tremendous potential for future growth and organizations appreciating these consumers’ requirements stand to reap considerable returns. However, compared with more developed economies published consumer studies are few. In particular, there is a dearth of service quality research and hardly any from Africa. Furthermore, the little available research tends to apply Western methodologies, which may not be entirely appropriate. This research investigates East African consumer perceptions of retail banking using an approach that takes account of the research context. Qualitative research was undertaken to define the relevant service attributes. Performance along these was then investigated through a survey with over 2000 respondents. Principal component analysis identifies 13 core service dimensions and multinomial logistic regression reveals which are the key drivers of customer satisfaction. Comparison of the results with studies from other regions confirms that established standardized research instruments are likely to miss or under-represent service attributes important in developing countries.

Future trends in human resource management in emerging markets

In many ways the emerging markets represent something of a new frontier for academics and practitioners alike, or as one author puts it, ‘a significant topic of interest for a multitude of constituencies’ (Alkire, 2014: 334). The very term itself ‘emerging markets’ is something of a portmanteau one built on a series of layered insights garnered from several academic fields and multiple levels of analysis. Originally coined as a term in the 1980s, albeit with several earlier linked terminologies, this is an evolving and diverse literature. Inherent in its diversity lies a whole series of opportunities, encompassing the purely theoretical through to the methodological and the analytical. Capturing the essence of this in his Editorial in the inaugural edition of The International Journal of Emerging Markets, Akbar (2006) noted that from an academic perspective the emerging markets as a context for the creation and execution of a sustainable research agenda represent ‘a heterogeneous group of economies and societies’ and an ‘important testing ground for our existing theories, models and concepts of business and management’ affording those who focus on them as a research location the opportunity for ‘the development of new theoretical contributions in the field’. In this volume, we have sought to bring some systematics to this evolving literature dedicated to charting HRM in these emerging markets.