Search query and tourism forecasting during the pandemic: When and where can digital footprints be helpful as predictors?

The rise of social media has dramatically changed relationship building between brands and fans. Social media-based brand communities are widely embraced by firms who use them to create consumer en...

Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love

Abstract This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total of 171 papers were selected and analysed using a framework-based approach. In addition to exploring the theories and frameworks, this review summarises the contexts, antecedents, outcomes, mediators, and moderators of brand attachment. Based on the gaps identified in current studies, directions are provided for future brand attachment research. The review suggests that there are multiple directions in which to take the domain further. Theoretical underpinnings require conceptual clarity and consistency with attachment theory, and the development and validation of research frameworks are essential. Furthermore, the application of contextual measurements and rigorous methodologies is warranted to address the shortcomings of the current literature. The recommendations of this review are expected to facilitate advancements in brand attachment research. 

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Brand attachment: a review and future research

‘I’ll stand by you:’ understanding customers’ moral decoupling processes and supportive behavioral intentions in cases of corporate misconduct

The danger of flavor: E-cigarettes, social media, and the interplay of generations

This research proposes an augmented conceptual model which traces the role of perceived brand trustworthiness (PBT) and emotional attachment to the brand (EAB) on the formation of brand immunity (BI) and tests it for the moderating influence of generational cohort membership. Test results of the model with an Indian sample of Gen Y and Gen X consumers validate all the propositions except one, thereby enriching BI theory in the backdrop of generational differences. We contribute to the branding literature by showing that the proposed model holds good for consumers belonging to both Gen X and Y, though the strength of the relationships varies based on the specific cohort membership. Gen Y falls slightly short of the overall strength exhibited by Gen X, thereby supporting the moderating influence of cohort difference. We also demonstrate the partially mediating role played by EAB in the formation of BI originating from PBT. Our findings provide brand custodians with useful insights to make better decisions taking into cognizance the psychological process behind how Gen Y and X consumers develop BI.

Modeling brand immunity: the moderating role of generational cohort membership

Rapid developments in information technology have substantially changed the landscape of consumer shopping behaviour. Consumers' buying opportunities have expanded through an increased accessibility to products and services online with ease and convenience. Call for future research to understand the motives for online purchase behaviour emerges from literature review. Consumer behaviourally insightful model, first of this kind, with psychological traits information acquisition (IA), consumer innovativeness (CIN), consumers' need for uniqueness-creative choice counter-conformity - (CNFU-CCC) dimension and online shopping tendency (OST) was hypothesised and empirically tested for this research. Structural equation modelling (SEM) results indicated that the hypothesised model was consistent with data and the psychological antecedents CIN and CNFU-CCC and consequence OST constructs were having positive relationship with IA. Mediating role of IA has been established. The findings of this study will enable the marketers to evolve strategies to enhance online shopping tendency thereby resulting in enlarged online shopping.

Innovativeness and uniqueness as motivations for online shopping tendency and the mediating role of information acquisition

A systematic review of consumer information search in online and offline environments

This research investigates the joint mediating role of affective identification and feelings of personal satisfaction on the formation of consumer loyalty as a response to favourable perceptions of corporate social responsibility and corporate expertise for the first time in Indian context. Using an online survey of Indian consumers, the study also investigates the moderating role of gender on affective identification and personal satisfaction as influenced by perceived CSR. Consistent with previous research in corporate associations theory, findings validate the impact of affective identification while extending prior works by incorporating feelings of personal satisfaction as a joint mediator on loyalty intention. The study reveals new insights as it finds women have stronger affective identification with the company compared to men whereas feelings of personal satisfaction is not moderated by gender. Implication relate to corporate branding and positioning based on strategic CSR.

New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context

This paper investigates the impact of perceived corporate social responsibility on customer loyalty with a model incorporating perceived product attributes and consumers' affective identification with a company. Using a survey with the customers of an ethnic apparel retailer brand, this study established that CSR has a significant impact on customer loyalty, and this process is mediated by consumers' affective identification with the company as a result of CSR. This study extended the extant literature by testing and validating the role of perceived CSR and affective identification on loyalty formation in the Indian context. It was also observed that CSR has a better scope to bring about affective ties with a company than conventional product attributes. The research suggested that marketers need to create engagement platforms with customers to create strong points of differentiation based on CSR, when consumers perceive parity on product attributes between competing offerings.

B. Saju

Papers

Modeling brand immunity: the moderating role of generational cohort membership

Innovativeness and uniqueness as motivations for online shopping tendency and the mediating role of information acquisition

A systematic review of consumer information search in online and offline environments

New insights on consequences of corporate associations - an investigation of mediators and moderator in Indian context

Impact of Corporate Social Responsibility on Customer Loyalty and the Mediating Role of Affective Identification