Social Identity Perspective on Brand loyalty

http://home.uchicago.edu/%7Ebartels/ChoiceSymposium2013/10-Puntoni.pdf

Identity-based consumer behavior

https://isiarticles.com/bundles/Article/pre/pdf/1933.pdf

The consumer psychology of brands

Revisiting gender differences: What we know and what lies ahead☆

Examining a shock to the salience of the sustainability of the U.S. mutual fund market, we present causal evidence that investors marketwide value sustainability: being categorized as low sustainability resulted in net outflows of more than $12 billion while being categorized as high sustainability led to net inflows of more than $24 billion. Experimental evidence suggests that sustainability is viewed as positively predicting future performance, but we do not find evidence that high‐sustainability funds outperform low‐sustainability funds. The evidence is consistent with positive affect influencing expectations of sustainable fund performance and nonpecuniary motives influencing investment decisions.

Do Investors Value Sustainability? A Natural Experiment Examining Ranking and Fund Flows

Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities. Four studies reveal that communicating the CSR actions of a luxury brand concept causes a decline in evaluations, relative to control. A luxury brand’s self-enhancement concept (i.e., dominance over people and resources) is in conflict with the CSR information’s self-transcendence concept (i.e., protecting the welfare of all), which causes disfluency and a decline in evaluations. These effects do not emerge for brands with openness (i.e., following emotional pursuits in uncertain directions) or conservation (i.e., protecting the status quo) concepts that do not conflict with CSR. The effects for luxury brand concepts disappeared when the informativeness of the disfluency was undermined but were accentuated in an abstract (vs. concrete) mind-set. These findings implicate brand concepts as a key factor in how ...

/pdf/doing-poorly-by-doing-good-corporate-social-responsibility-3ajtfnokgc.pdf

Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers' style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus functional brands. For functional brands, the authors find that holistic thinkers provide more favorable responses to distant extensions than analytic thinkers; however, for prestige brands, holistic and analytic thinkers respond equally favorably. Thus, analytic thinkers are identified as the roadblocks for functional brands launching distant brand extensions. To meet this challenge, the authors offer several strategies, including (1) using a subbrand (Excer wallets by Toyota) instead of a direct brand (Toyota wallets) to reduce analytic thinking; (2) using elaborational communications, which address potentia...

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking

Prior research has identified several factors that influence brand extension evaluations. Extending this research, the authors suggest that external, situational factors can have an important influence on brand extension evaluations. This research focuses on mating mind-sets (i.e., thinking about a mate), which consumers commonly experience. Specifically, the authors propose that mating mind-sets triggered by the external situation can influence brand extension evaluations, particularly for men. Mating mind-sets induce male consumers (but not female consumers) to engage in relational processing, increasing fit perceptions and evaluations for moderately dissimilar brand extensions. These differences are more likely to emerge when a short-term mating mind-set is primed (vs. a long-term mating mind-set). Furthermore, using prestige brands (vs. functional brands) reduces the gap between men and women. In addition, subbrand architecture (vs. direct brand architecture) boosts the evaluations of female ...

/pdf/the-influence-of-mating-mind-sets-on-brand-extension-39jzdqtoum.pdf

The Influence of Mating Mind-Sets on Brand Extension Evaluation

The increasing popularity of brand extensions over the last decade has ignited interest in 
understanding how consumers evaluate brand extensions. A number of factors have been 
identiﬁed that inﬂuence whether consumers will evaluate brand extensions in a favorable 
manner. Key among them is the degree to which a brand extension “ﬁts” with the parent 
brand, which consumers judge in a variety of ways, including whether the extension is 
in a product category similar to other products produced by the parent brand, whether 
an attribute associated with the parent brand could be beneﬁcial in the extension product 
category, whether prestige associated with the parent brand could transfer to the extension 
product category, and whether the parent brand has the requisite expertise to produce a 
product in the extension category (see Keller 2002). Brand extensions that are higher 
in perceived ﬁt are typically evaluated more favorably than are those that are viewed as 
poor ﬁts.

Alokparna Basu Monga

Papers

Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking

The Influence of Mating Mind-Sets on Brand Extension Evaluation

Understanding Cultural Differences in Brand Extension Evaluation: The Inﬂuence of Analytic versus Holistic Thinking