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Cultural values and voice as determinants of customers' marketing research cooperation: A fuzzy set perspective
Osakwe, Christian Nedu Ogunmokun, Oluwatobi A. Adeola, Ogechi Jibril, Abdul Bashiru
Osakwe, Christian Nedu
Ogunmokun, Oluwatobi A.
Adeola, Ogechi
Jibril, Abdul Bashiru
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Editors
Other Contributors
EPub Date
Publication Date
2024-05-22
Submitted Date
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Article - VoR
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Abstract
Firms and their managers have long been concerned with encouraging customers to take on an active role in their marketing research activities. The critical question for these firms is how to foster collaboration with customers in marketing research to enhance the firm's marketing effectiveness and simultaneously benefit the customers. This study focuses on the role that individuals' cultural values and customer voice potentially play in shaping how customers perceive marketing research cooperation with the firm. We analyzed data from a sample of 270 customers of apparel store brands in an African country. Utilizing fuzzy‐set qualitative comparative analysis, our research reveals that the combinations of antecedent conditions that enhance marketing research cooperation significantly differ from those that impede it. Theoretically and managerially, our study expands the understanding of how marketing research cooperation is contingent upon the combination of customers' cultural values and their voice.
Citation
Osakwe, C. N., Ogunmokun, O. A., Adeola, O., & Jibril, A. B. (2024). Cultural values and voice as determinants of customers' marketing research cooperation: A fuzzy set perspective. International Journal of Consumer Studies, 48(3), e13055.
Publisher
Wiley
Journal
International Journal of Consumer Studies
Research Unit
DOI
10.1111/ijcs.13055
PubMed ID
PubMed Central ID
Type
Article
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Description
Series/Report no.
ISSN
1470-6423
EISSN
1470-6431