Conspicuous displays of consumption and benevolence might serve as \"costly signals\" of desirable mate qualities. If so, they should vary strategically with manipulations of mating-related motives. The authors examined this possibility in 4 experiments. Inducing mating goals in men increased their willingness to spend on conspicuous luxuries but not on basic necessities. In women, mating goals boosted public--but not private--helping. Although mating motivation did not generally inspire helping in men, it did induce more helpfulness in contexts in which they could display heroism or dominance. Conversely, although mating motivation did not lead women to conspicuously consume, it did lead women to spend more publicly on helpful causes. Overall, romantic motives seem to produce highly strategic and sex-specific self-presentations best understood within a costly signaling framework.

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Blatant Benevolence and Conspicuous Consumption: When Romantic Motives Elicit Strategic Costly Signals

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. We conducted four studies to examine how the symbolic and expressive attributes associated with commercial brands are structured, and determine the degree to which this structure varies across three cultures. Relying on a combined emic-etic approach, we identified indigenous constructs of `brand personality' (Aaker, 1997) in two non-Anglo cultures (Japan and Spain), and compared these dimensions to those previously found in the United States. The results of Studies 1 and 2 revealed a set of brand personality dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studies 3 and 4 extended this set of findings to Spain. Results from these studies also identified brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus non-shared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of the culturally-common and -specific brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.

Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs

Measuring the Impact

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Methods And Data Analysis For Cross Cultural Research

Customer engagement and online reviews

https://dspace.stir.ac.uk/bitstream/1893/25566/1/Integrated%20Retail%20Image%20%20Brand%20Equity%20Framework%20%28with%20authors%29.pdf

An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity

Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.

/pdf/exciting-on-facebook-or-competent-in-the-newspaper-media-1upddt9cdr.pdf

Exciting on Facebook or competent in the newspaper?: Media effects on consumers’ perceptions of brands in the fashion category

This study presents a pre-registered replication of one of the most influential articles in the customer engagement literature entitled Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (Hollebeek, Glynn, & Brodie, 2014, Journal of Interactive Marketing, 28[2], 149–165). By employing the popular social media brand Instagram®, which is often used by marketers to facilitate consumer engagement, this study tested the hypotheses posited by Hollebeek et al. (2014). Although the original model replicated well and similar findings were observed, replication results indicated problems with discriminant validity between consumer brand engagement and self-brand connection constructs. Further exploratory analyses of the dataset also revealed potential gender differences in responses to consumer brand engagement items. Future replication studies are required to address these issues and increase the generalizability of consumer brand engagement theories. (Less)

/pdf/consumer-brand-engagement-in-social-media-a-pre-registered-4f08fjxye2.pdf

Consumer Brand Engagement in Social Media: A Pre-Registered Replication

Prior research established that simultaneously holding discrepant explicit (deliberate, controlled) and implicit (automatic, uncontrolled) self-esteem gives rise to self-enhancing behaviours. Given that individuals tend to enhance their self-concepts with brands that are associated with positive identities, this study examined whether self-esteem discrepancy was related to the extent to which individuals developed connections with brands that are associated with their in-groups. Findings from an adolescent sample (ages 16-18) indicated that adolescents with larger discrepancies between explicit and implicit self-esteem were more likely to construct their self-concepts using in-group-linked brands.

/pdf/self-esteem-discrepancies-and-identity-expressive-4imjjz5uqh.pdf

Self-esteem discrepancies and identity-expressive consumption : Evidence from Norwegian adolescents

https://portal.research.lu.se/portal/files/79201791/Tunca_Anselmsson_2019_JRCS_Author_Version.pdf

Burak Tunca

Papers

An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity

Exciting on Facebook or competent in the newspaper?: Media effects on consumers’ perceptions of brands in the fashion category

Consumer Brand Engagement in Social Media: A Pre-Registered Replication

Self-esteem discrepancies and identity-expressive consumption : Evidence from Norwegian adolescents

‘You are where you shop’: Examining stereotypes about town center shoppers