Dr Tinashe Chuchu from the Department of Marketing Management attended the 2019 American Marketing Association Summer Conference, held in Chicago, USA from 9 to 11 August 2019. The conference comprised of numerous engagements that included master classes, meetings with journal editors, special interest group discussions and paper tracks.
One of the major highlights of the event was the master class on demystifying structural models. It emphasised the importance and relevance of economic models in research. The conference was well attended, with delegates from across the globe ranging from established professors to PhD candidates who presented their work-in-progress. At the event, Dr Chuchu presented two papers, both focusing on consumer behaviour.
Pictured: Dr Tinashe Chuchu presenting his first paper
The first paper delivered by Dr Chuchu was on gender-based advertising, titled ‘Gender role congruency: uncovering the effects of gender roles on advertising consumption’. The main purpose of this study was to investigate the impact of gender role congruency on brand trust and purchase intention of cars. The study established that brand image leads to purchase intention regardless of gender congruence, which means that should individuals have a positive image towards the car brand, they are highly likely to consider purchasing the brand.
Dr Chuchu’s second paper was titled ‘Factors driving purchase intention of counterfeit toothbrush brands, and its effect on loyalty towards the original brand’. The paper explored the stereotypes associated with the use of traditional advertising when it comes to gender. The results indicated that product availability and attitudes significantly influence consumers’ purchase intention of counterfeit products. The results further reflected that purchase intention of counterfeit products have a negative effect on brand loyalty towards the original toothbrush brand.
Papers developed from experimental design methods received much attention and appreciation at the conference. In addition, some of the research that drew attention were studies that used a systematic content analysis approach. Structural equation modelling was common in quantitative studies for both the poster and powerpoint presentations. Lastly, the event provided an opportunity for academics to network and share ideas as far as research is concerned.