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Showing papers in "European Journal of Marketing in 2017"


Journal ArticleDOI
TL;DR: In this article, the authors identify various antecedents of brand authenticity that are closely connected with the brand's past, its virtuousness, consumers' self-identification with a brand perceiver's own self and individuals representing the brand, as well as relational outcomes as consequences of a brand's perceived authenticity.
Abstract: Purpose Consumer demand for authentic brands is steadily rising. With increased pressure to accommodate this demand, researchers and marketers seek to understand how to influence a brand’s perceived authenticity. The purpose of this paper is to build a link between previous research on authenticity and thus gain a deeper understanding of the influencing factors of brand authenticity and its consumer outcomes. Design/methodology/approach Building on an extensive literature review, the authors identify various antecedents of brand authenticity that are closely connected with the brand’s past, its virtuousness, consumers’ self-identification with the brand perceiver’s own self and individuals representing the brand, as well as relational outcomes as consequences of a brand’s perceived authenticity. As brand authenticity is a subjective construct, the authors include brand involvement to test for moderator effects. For data collection, they conduct an online survey that generates 509 datasets. To test the hypotheses, the authors use structural equation modeling. Findings The results demonstrate that brand authenticity can be influenced by the identified variables (i.e. brand heritage, brand nostalgia, brand commercialization, brand clarity, brand’s social commitment, brand legitimacy, actual self-congruence and employee’s passion). Moreover, brand authenticity positively affects brand relationship quality, which in turn positively influences consumers’ behavioral intentions. The analyzed relationships do not vary due to consumer-specific characteristics (i.e. brand involvement). Originality/value In sum, the results regarding the antecedents of brand authenticity demonstrate that a company can influence brand authenticity through different approaches, and that it is therefore important to analyze which of the identified antecedents brand management should manipulate to positively impact the perception of the brand’s authenticity. In addition, the findings confirm the positive consequences on consumer behavior ascribed to the authenticity concept by marketing literature.

226 citations


Journal ArticleDOI
TL;DR: In this article, a positivist survey carried out among stakeholders in high-end retail stores in London was conducted to gain insights into the various relevant influences and relationships, and the results indicated that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment.
Abstract: Purpose – This paper operationalizes and juxtaposes variables related to identity, strategy and communications and then examines the impact of such integration on organizational stakeholders’ trust, loyalty and commitment by employing commitment/trust theory. Design/methodology/approach – This research design utilises explanatory research at the preliminary stage, as informed by the literature and conceptual framework. The subsequent model was examined via a positivist survey carried out among stakeholders in high-end retail stores in London. Structural equation modelling (SEM) via AMOS was conducted to gain insight into the various relevant influences and relationships. Findings – The results indicate that identity and strategy are key drivers of integrated corporate communication, and they serve to build stakeholder trust, loyalty and commitment. Originality/value – The paper shows that while practitioners have indicated that integrated marketing communication is important for organizations, there are a few other areas of concern with regard to consequences related to trust, loyalty and commitment, especially in a retail context. We empirically examined relationships between these constructs by validating a conceptual model employing SEM.

123 citations


Journal ArticleDOI
TL;DR: In this article, a customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to.
Abstract: Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.

103 citations


Journal ArticleDOI
TL;DR: In this article, a large-scale survey was conducted of regular Facebook users who liked brands to determine whether self-congruence with a liked brand leads to positive offline brand outcomes.
Abstract: Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

85 citations


Journal ArticleDOI
TL;DR: In this article, the role of emotions in customer evaluation of service failures and how customers' emotion regulation impacts customer satisfaction and behavioral responses (e.g. negative word-of-mouth and repurchase intentions).
Abstract: Purpose The purpose of this paper is twofold: first, to determine the role of emotions in customer evaluation of service failures; and second, to examine how customers’ emotion regulation impacts customer satisfaction and behavioural responses (e.g. repurchase intentions and negative word-of-mouth). Design/methodology/approach A scenario-based survey was used to elicit responses in a hospitality setting. Structural equation modelling and hierarchical regression analysis were used to test the proposed hypotheses. Findings Results show that both positive and negative emotions mediate the relationship between perceived injustice and customer satisfaction. The emotion regulation of customers through suppression and reappraisal influences the effects of satisfaction on both negative word-of-mouth and repurchase intentions. Practical implications This study advances service managers’ understanding of customer experience during service failure by demonstrating how emotion regulation influences customer response behaviours. With a better understanding of customers’ emotion regulation strategies, managers and frontline employees can more effectively develop and execute recovery strategies which adapt to customer emotions while eliciting more satisfying outcomes. Originality/value This research is one of the first to examine the moderating role of customers’ emotion regulation strategies in determining their behavioural responses. Conducted in the hospitality services context, this study provides support for relationships among perceived injustice, customer emotions, emotion regulation, customer satisfaction, negative word-of-mouth and repurchase intentions.

84 citations


Journal ArticleDOI
TL;DR: In this article, a conceptual model is proposed on the relationship between university brand management elements relevant in University context and their influence on brand image, brand reputation, and identification, and empirically tests a number of hypotheses related to the aforementioned constructs.
Abstract: Purpose – This study identifies the IMC antecedents and consequences of brand awareness, image, reputation and identification in the context of higher education, and empirically tests a number of hypotheses related to the aforementioned constructs. Design/methodology/approach – This research design marshalling explanatory research involving data collection comprised semi-structured interviews and focus groups in the preliminary stage of this research. This along with a review of the literature informed the conceptual framework. The model was tested in a survey carried out among stakeholders in two London-based Universities. Structural equation modelling with AMOS was conducted to get insight into the various influences and relationships. Findings – The study gains new knowledge relating to university’s brand awareness in image, reputation, and identification formation. Specifically, the authors identify and confirm important key constructs in brand awareness. Furthermore, a conceptual model is proposed on the relationship between university brand management elements relevant in University context and their influence on brand image, brand reputation, and identification. Research limitations/implications – The focus on two UK universities limits the generalisability of the findings; future research should be conducted in other country settings in order to test the relationships identified in the present study. Also, future research could build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context. Practical implications – Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of brand awareness. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant platforms such as Twitter, YouTube and Facebook. Universities should also devote more attention to their brand personality, as this can influence perceptions held by different stakeholder groups. Finally, the country of origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad. The attraction of the United Kingdom as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies. Originality/value – The study makes two main contributions. First, we make a theoretical contribution by identifying the core IMC antecedents and consequences of brand awareness for universities and from this extrapolate key directions for future research. Second, we indicate a number of managerial implications designed to assist in the formulation of improved professional practice.

79 citations


Journal ArticleDOI
TL;DR: In this paper, a conceptual framework highlighting the main research design decisions when theorizing with managers is presented. But the authors leave the question of how to bridge the theory-praxis gap in marketing.
Abstract: Purpose The aim of the paper is to address the widening theory-praxis gap in marketing. The authors propose that one viable solution to this challenge is involving practitioners in research processes as active, reflective and empowered participants. Most extant discussions addressing the inclusion of managers as partners in theorizing restrain themselves to an “if” question, arguing whether or not it is possible to create sufficiently rigorous knowledge in collaboration with practitioners. This leaves the “how” question unanswered, i.e. how should such gap-bridging research be conducted in practice. Design/methodology/approach Based on a literature review of collaborative theorizing processes, the authors develop a conceptual framework highlighting the main research design decisions when theorizing with managers. The use of the framework is illustrated with four research program examples. Findings Most accounts of theorizing with managers use – explicitly or implicitly – abduction as the main mode of inference. In addition to this philosophical commonality, our literature review identified 12 themes that should be considered when designing collaborative research processes. The four illustrative examples indicate that theorizing with managers is an effective way of producing and socializing both academically sound and managerially relevant knowledge. On the other hand, collaborative theorizing processes are time-consuming and studies using abductive reasoning may be more challenging to publish in top-tier journals. Originality/value This paper makes two contributions. First, the authors go beyond the extensive academic literature which provides a plethora of explanations and ideas for potential remedies for bridging the theory-praxis gap by offering a detailed description how one particular solution, theorizing with managers, unfolds in practice. Second, the authors ground collaborative theorizing processes in the philosophy of science and put abduction forward as a common nominator for such studies.

74 citations


Journal ArticleDOI
TL;DR: In this paper, the authors examined whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers' mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury.
Abstract: Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury. Design/methodology/approach Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention. Findings The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI. Research limitations/implications Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts. Practical implications The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention. Originality/value Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.

70 citations


Journal ArticleDOI
TL;DR: In this article, the authors consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences.
Abstract: Purpose The aim of this paper is to consider place as a value proposition, in the context of Resource-Advantage Theory, by analysing the concept of terroir, including its antecedents and consequences. Design/methodology/approach The authors conceptually analyse the role of place in marketing by contrasting terroir to three other approaches: “in the style of […]”; “made in […]” and Protected Designations of Origin. They explore the impact of terroir on a range of products, offering a series of terroir value propositions. Findings Versus other place links, terroir offers a more specific Resource-Advantage, operating at environmental, philosophical and commercial levels. It offers a unique form of value to both consumers (e.g. identity, authenticity, cultural rootedness) and producers (e.g. irreproducibility, potential legal protection). Research limitations/implications Propositions address the antecedents and consequences of the terroir designation, the impact of consumer engagement, perceived authenticity and the added value offered to other regional goods. Additionally, how terroir may form a barrier to market entry, the relationship it has with the territorial brand, whether it offers greater product longevity and how it can be used as leverage for other related place-based brands and tourism are examined. Originality/value This is the first paper to address terroir as a marketing concept and to situate it within other forms of place marketing. It provides a definition, outlines the ways in which terroir creates value and provides a research agenda for future engagement with the concept.

69 citations


Journal ArticleDOI
TL;DR: In this paper, the authors provide a conceptual approach to customer-centric integrated marketing communication (IMC) by deriving new lines of thinking from a review of existing literature relating to the concept of IMC.
Abstract: Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues. Design/methodology/approach The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC. Findings The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues. Originality/value The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.

69 citations


Journal ArticleDOI
TL;DR: In this article, a large-scale survey of 872 customers and 530 frontline employees across 50 branches of a major retail bank in New Zealand serves as the study setting, and the results indicate that RO has a significant negative effect on IQ.
Abstract: Purpose Using the basic framework of the service profit chain, this study aims to develop an integrated model that explains the relationships among role overload (RO), customer orientation (CO), service interaction quality (IQ), customer satisfaction (CS) and sales performance. Design/methodology/approach A large-scale survey of 872 customers and 530 frontline employees across 50 branches of a major retail bank in New Zealand serves as the study setting. Findings The results indicate that RO has a significant negative effect on IQ. Nevertheless, CO mitigates the negative outcome of RO on IQ. IQ fully mediates the relationship between RO and CS. Additionally, the effect of IQ on branch sales is fully mediated by CS. Research limitations/implications The cross-sectional nature of the current survey does not permit causal inferences. Thus, future studies should adopt longitudinal designs. Also, future studies should explore the roles of other variables (e.g. job crafting, work-related self-efficacy) as possible moderators. Practical implications Results suggest that service managers should create a balance between the role requirements and organizational resources to mitigate the adverse effects of employee RO. To enhance IQ and CS, bank managers should coach employees about work overload and train them in CO while prioritizing the tasks. Originality/value Empirical research pertaining to employee–customer interaction through a nested framework accommodating data from customers, employees and firm performance is scarce. This study fills in the void.

Journal ArticleDOI
TL;DR: In this paper, the authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature, and discuss perceived corporate brand innovativeness as one particularly important corporate brand association.
Abstract: Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.

Journal ArticleDOI
TL;DR: In this article, the authors conceptualized integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and developed and validated a new measurement scale to assess firm-wide IMC.
Abstract: Purpose – The purpose of this research is twofold: first, to conceptualise integrated marketing communication (IMC) by adopting a more inclusive and broader organisational perspective, and second, to empirically develop and validate a new measurement scale to assess firm-wide IMC. Design/methodology/approach – This paper is based on a multistage research design adopting qualitative and quantitative approaches. First, a comprehensive literature review and a two-round Delphi study served as the primary basis for the development of the IMC theoretical framework, including generation of items and content validation. Second, a pilot study (n= 39) enabled us to purify the measurement tool. Third, the data gathered via an online survey conducted among CEOs and other senior managers (n=180) led to empirical validation of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings – This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant and nomological) validity. Originality/value – The need for a more holistic approach emerged from both the academic literature and the professional arena. However, even very recent attempts to measure integration have involved the adoption of a narrow marketing communications-centred approach. Thus, the value and uniqueness of this paper lies in its novel definition of IMC as a four-dimensional construct and the development of a theoretically consistent, valid and reliable measurement tool for the assessment of integration based on a firm-wide organisational approach.

Journal ArticleDOI
TL;DR: In this paper, the authors introduce a new integrated strategic framework called the corporate identity, total corporate communications, stakeholders' attributed identities, identifications and behaviours continuum, which is informed by corporate marketing and strategic perspectives; legal theory of the firm; social identity branch theories and stakeholder theory.
Abstract: Purpose This paper aims to introduce a new integrated strategic framework entitled, “The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum” and elucidates the central and strategic importance of corporate identity apropos corporate communications, corporate image, attributed stakeholder identifications and resultant behaviours. The strategic importance of corporate identity is noted. The continuum incorporates a variety of disciplinary/theoretical perspectives. Design/methodology/approach The paper/framework is informed by corporate marketing and strategic perspectives; legal theory of the firm; social identity branch theories; and stakeholder theory. The effects and management of corporate identity are seen as a continuum. The framework accommodates Tagiuri’s (1982) scholarship on corporate identity. Findings This paper formally introduces and explicates “The corporate identity, total corporate communications, stakeholders’ attributed identities, identifications and behaviours continuum”. Corporate identity management is an on-going strategic senior management/strategic requisite. Notably, the legal theory of company law – routinely overlooked – and its impact on corporate identity management is accepted, acknowledged and accommodated. The importance of stakeholders and stakeholder identification (a derivative of social identity theory) is underscored. Practical implications Via the explication of the continuum, managers can comprehend the nature and importance of corporate identity; appreciate that corporate identity adaptation/change is on-going; comprehend its interface/s with corporate communications, stakeholder attributed identities, identifications and the business environment; understand the need for on-going fidelity to an institution’s legally based core purposes and corporate identity traits (juridical identity); cognise the efficacy of constant stakeholder and environmental analysis. Corporate identity sustainability requires corporate identity to be advantageous, beneficial, critical, differentiating and effectual. Stakeholder prioritisation is not solely dependent on power, legitimacy and urgency but on legality, efficacy, ethicality and temporality. Originality/value The resultant framework/approach, therefore, aims to make a meaningful advance on the territory and, moreover, seeks to be of utility to scholars and practitioners of corporate marketing, strategy and company law. Arguably, therefore, the framework is more ambitious than extant framework on the domain. The resultant framework/approach, therefore, aims to make a meaningful advance on the territory and seeks to be of utility to scholars and practitioners of corporate identity, communications, images, identification, stakeholder theory, company law and, importantly, corporate strategy.

Journal ArticleDOI
TL;DR: In this paper, the authors investigate how a firm's integrated marketing communication (IMC) as a capability is influenced by the organisational antecedents of learning orientation (LO), market orientation (MO), and brand orientation (BO).
Abstract: Purpose Drawing on the resource-based view, this paper aims to investigate how a firm’s integrated marketing communication (IMC) as a capability is influenced by the organisational antecedents of learning orientation (LO), market orientation (MO) and brand orientation (BO). Further, the research examines how an IMC capability influences brand performance and whether these relationships are influenced by brand size. Design/methodology/approach Based on survey data from 187 managers responsible for brand communications, this paper applies structural equation modelling using SmartPLS3 to assess hypothesised relationships. Findings IMC capability is directly influenced by BO but not by MO and LO; these have important indirect effects. Size does not moderate key relationships but directly affects IMC capability. Research limitations/implications Organisational antecedents play an important role in shaping IMC capability and ultimately brand performance. Future researchers should consider a larger sample of brands and firms, IMC capability building in small firms and longitudinal design to evaluate the effects of IMC capability. Practical implications BO is nested in and complementary to learning and MO, and thus cannot stand alone. Developing an IMC capability is critical for translating the benefits of organisational orientations into performance outcomes. IMC capability links MO and BO to firm performance. Appropriate resourcing is critical for success, as it has implications for developing other resources and capabilities. Originality/value This study empirically establishes for the first time a relationship between critical organisational antecedents of LO, MO and BO, their influence on IMC capability and subsequently on brand performance.

Journal ArticleDOI
TL;DR: In this paper, a taxonomy of consumer complaining behavior (CCB) is proposed to provide a comprehensive taxonomy that explains CCB while addressing new developments in computer mediated communications, and the taxonomy comprehensively defines and describes the range of complaining actions.
Abstract: Purpose The purpose of this paper is to help researchers and practitioners to understand and respond to consumer complaining behaviour (CCB) by developing a taxonomy that addresses the inadequacies of previous consumer complaining taxonomies and models, simplifies the terminology and covers both traditional and new ways of complaining. Design/methodology/approach Based on a systematic review of 210 studies, a concept-centric analysis of CCB literature was conducted. Seminal taxonomies and models of CCB are revisited and a critical evaluation of these is presented. Findings An integrated taxonomy of CCB is proposed which enhances the understanding of complaining in the twenty-first century by clarifying the ambiguities and overlapping constructs in the previous taxonomies. Research limitations/implications The integrated taxonomy of CCB eliminates the ambiguity of previous approaches and introduces more coherent constructs in relation to the theory of CCB. The taxonomy comprehensively defines and describes the range of complaining actions to provide a complete framework. As a result, the authors’ understanding of CCB is developed through a focus on complaining actions, their characteristics and what these actions afford companies in their attempts to deal with complaints (i.e. audience and amount of information available). Practical implications Practitioners can use the integrated taxonomy of CCB to structure their complaint handling processes to obtain maximum customer feedback, to improve their product/service and to retain customers through satisfactorily addressing their complaints. Originality/value Although the literature on consumer complaining is mature, this is the first paper that offers a comprehensive taxonomy that explains CCB while addressing new developments in computer-mediated communications.

Journal ArticleDOI
TL;DR: In this article, the authors investigated the relationship between young people's conspicuous donation behavior on social media platforms and their offline donation behavior, specifically intentions to donate and volunteer time, and explored materialism, self-esteem and self-monitoring as CDB trait antecedents.
Abstract: Purpose This study investigates the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships. Design/methodology/approach A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants was analysed and hypotheses tested using structural equation modeling. Findings Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is ne...

Journal ArticleDOI
TL;DR: In this article, the authors investigate the effectiveness of artworks that evoke their creators' most recognizable style in luxury advertising and find that consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks.
Abstract: Purpose This research advances current knowledge about art infusion, which is the ability of art to favorably influence the assessment of consumer products. In particular, the research aims to investigate the effectiveness of artworks that evoke their creators’ most recognizable style in luxury advertising. Design/methodology/approach The research encompasses three studies – two conducted online and one in a real consumption situation. The first study explores the effect that a recognizable vs non-recognizable painter’s style has on consumers’ judgments about luxury products. The second and third studies explore the moderating roles of desire to signal status and desire for distinction, respectively, which are relevant to advertisers interested in targeting these individual differences. Findings Advertisements that incorporate artworks that evoke a painter’s most recognizable style enhance the advertised products’ perceived luxuriousness. Consumers with a higher desire to signal status exhibit greater purchasing intention in response to recognizable artworks. By contrast, consumers with a higher desire for distinction exhibit greater purchasing intention when the painter’s style in the featured artwork is less recognizable. Practical implications The results provide marketers with suggestions on how to select and incorporate visual artworks into luxury brand communication: they could focus on recognizable vs non-recognizable artworks based on whether their main goal is to communicate status or distinctiveness. Originality/value This research offers novel insights into the practical value of art infusion by showing when and for whom the beneficial effects of pairing art with luxury products are more likely to occur.

Journal ArticleDOI
TL;DR: The authors identify segments in the market on the basis of individuals’ domain-specific lifestyle characteristics using a latent class mixture modelling approach and describe the identified market segments in detail and outline the practical implications.
Abstract: Purpose Since the publication of Van Raaij and Verhallen’s seminal work in European Journal of Marketing in 1994, identifying the domain-specific market segmentation approach as one of the most feasible for segmenting markets, there has been surprisingly limited development in this field, with the food domain as the only exception. This study aims to develop a methodological approach using latent class mixture modelling as contribution in the domain-specific market segmentation field. Design/methodology/approach This study captures the AIO lifestyle perspective using a domain-specific 80-item algorithm which has the wine (product) domain as its focus. A sample size of 811 consumers is used from data collected by means of the CATI approach. Findings The authors use four criteria for model selection: comparison of the Bayesian information criterion (BIC) statistic, comparison of classification error, verification of the interpretation of the derived segments and, finally, use of the conditional bootstrap procedure to test whether the selected model provides a significant improvement over the previous model. The five-segment model option yields a minimum BIC, the classification error measure is minimal and is easier to interpret than the other models. Segment descriptions for the five identified lifestyle-based segments are developed. Research limitations/implications Segmentation by traditional k-means clustering has proven to be less useful than the more innovative alternative of mixture regression modelling; therefore, the authors identify segments in the market on the basis of individuals’ domain-specific lifestyle characteristics using a latent class mixture modelling approach. Practical implications Following the attainment of a clear and robust market segmentation structure, the simultaneous analysis of the lifestyles, demographics and behaviours of consumers as nexus of the domain-specific segmentation approach, provides rich and valid information accurately informing the market segment descriptions. Originality/value The authors make a substantive contribution by developing a methodological approach using latent class mixture modelling; the first of its kind in the area of domain-specific segmentation. Next, they use the discriminant and/or predictive validity of the 80-scale items to predict cluster membership using the WRL algorithm. Finally, the authors describe the identified market segments in detail and outline the practical implications.

Journal ArticleDOI
TL;DR: Wang et al. as discussed by the authors argued that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively, and further examined how the influence of consumer ethnocentricism and animosity on consumer boycott behaviour may vary over time, and use memory theory to explain these temporal differences.
Abstract: Purpose This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively It further examines how the influence of consumer ethnocentrism and animosity on consumer boycott behaviour may vary over time, and use memory theory to explain these temporal differences Design/methodology/approach Part 1 involved an experiment to demonstrate the relationship between consumer ethnocentrism/animosity and semantic/episodic memory To determine the temporal characteristics of consumer ethnocentrism and animosity, Part 2 involved two quantitative surveys (one each in China and Japan), followed by another two surveys six months later Findings Part 1 showed that consumer ethnocentrism and animosity were underpinned by semantic and episodic memory, respectively Consistent with memory theory, Part 2 found that consumer ethnocentrism was temporally more stable than animosity Consumer animosity influenced boycott behaviour during but not after the dispute, whereas consumer

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TL;DR: In this paper, the authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the BSALE with survey data collected in the UK.
Abstract: Purpose This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach The authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the BASCALE with survey data collected in the UK. Findings Based on the 11 brand-addiction features found from the focus groups, the authors define brand addition as an individual consumer’s psychological state that pertains to a self-brand relationship manifested in daily life and involving positive affectivity and gratification with a particular brand and constant urges for possessing the brand’s products/services. Based on the survey study, the authors have established a valid ten-item BASCALE. Research limitations/implications Due to the survey’s setting in the fashion context in the UK, the authors do not intend to generalize the results to other product types and countries. Future research should replicate the BASCALE in different product categories and different countries. Practical implications The BASCALE can serve marketers in the behavioral segmentation and assist brand managers to identify brand addict consumers and maintain long-term relationships with them. Originality/value The authors have developed a definition of brand addiction and a valid BASCALE, which one can use for a wide range of theoretical and empirical research in the marketing and psychology fields. The definition and BASCALE also serve to differentiate brand addiction from other consumer–brand relationships and addiction constructs (e.g. compulsive buying, brand love and brand trust).

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TL;DR: In this paper, the authors empirically validate the relationships between social web, integrated marketing communications (IMC) and overall brand equity and test the moderating role of national culture on these relationships.
Abstract: Purpose The purpose of this study is to empirically validate the relationships between social Web, integrated marketing communications (IMC) and overall brand equity and to test the moderating role of national culture on these relationships. Design/methodology/approach Data were collected among 475 customers and analysed using the LISREL and partial least squares (PLS) techniques and non-parametric methods. Findings Strong positive and significant relationships are found between social Web and IMC on the one hand, and IMC and brand equity on the other, the second relationship being even stronger than the first one. Moreover, national culture is found to exert a statistically significant moderating effect on both relationships. Research limitations/implications The findings of this study contribute to the wider knowledge and theoretical understanding of both technology and marketing communications potential in the development of brand equity. The results therefore suggest that brand equity requires a representative brand name and consistent meaning of the brand sustained by social Web and the integration of marketing communications. Practical implications Consistency in marketing communications can be considered as a primary basis for brand equity building in companies. Moreover, efficient management of the user-generated content available in social media platforms represents a great challenge for marketers. Originality/value Although the connection between social Web, IMC and brand equity was founded in theory, there is a lack of empirical contributions on the causal relationships among these constructs. This gap is filled by the current empirical contribution. Another significant insight of this work lies in considering the role of national culture in the IMC research.

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TL;DR: In this paper, the authors compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase probability and quantity decision.
Abstract: Purpose The purpose of this paper is to compare the impact of different multi-unit promotions (MUPs) and a single-unit promotion (SUP) on store-level sales and consumer-level purchase probability and quantity decision. Design/methodology/approach The paper combines two empirical studies. Study 1 applies a hierarchical multiplicative model to store-level sales data for four product categories provided by a large Dutch retail chain. Study 2 presents a laboratory experiment in which the quantity requirements of the two focal MUP frames are manipulated to assess their impact on consumer purchase decisions. Findings The paper provides empirical evidence for the superiority of the “X for $Y” above “X + N free”, which confirms the hypotheses based on prospect theory, mental accounting and theory about gift-giving. Quantity requirements of four to five units show the largest effects. In addition, the superiority of the “X for $Y” frame holds for functional product categories, but not for the hedonic categories. Practical implications The paper provides managerial insights into the relative effectiveness of alternative MUPs and an SUP and how this promotional effectiveness depends on the type of product category and quantity requirements. Originality/value This paper combines actual sales data and experimental data. This “mixed approach” extends existing knowledge by comprehensively evaluating two MUP frames, namely, “X + N free” and “X for $Y” promotions, and an SUP.

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TL;DR: In this paper, the authors investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.
Abstract: Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product. Findings Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives. Originality/value The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.

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TL;DR: In this paper, the authors show that self-persuasion can be used as a marketing technique to increase consumers' generosity and that the efficacy of this approach is dependent on consumers' involvement with target behavior.
Abstract: Purpose This paper aims to demonstrate that self-persuasion can be used as a marketing technique to increase consumers’ generosity and that the efficacy of this approach is dependent on consumers’ involvement with target behavior. Design/methodology/approach An experimental field-study was conducted to investigate the effects of self-persuasion versus direct persuasion attempts versus no persuasion attempts on consumers’ tipping behavior in a lunchroom. Additionally, in a lab experiment, the moderating role of involvement on self-persuasion versus direct persuasion was tested. Findings The results reveal that self-persuasion is more effective than direct persuasion attempts or no persuasive messages in increasing consumers’ generosity. This is moderated by consumers’ involvement with the target behavior. For consumers with high involvement, self-persuasion is more effective than direct persuasion, while no differences were found for consumers with moderate or low involvement. Practical implications The scope of self-persuasion is not limited to the inhibition of undesired behavior, but it also extends to the facilitation of desired behavior, which considerably broadens the scope of this technique. Self-persuasion might be used as a marketing technique to influence consumers’ purchase behavior. This might be particularly viable in situations in which consumers feel high involvement with products or behavior. Originality/value Recently, research in health psychology demonstrated that self-persuasion is a very effective way of inhibiting undesired, addictive behavior and being more successful than direct persuasion. Yet, insufficient knowledge is available about the efficacy of self-persuasion with regard to promoting other target behaviors. In particular, its potential as a marketing technique to influence consumers’ behavior and its boundary conditions are still understudied.

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TL;DR: In this paper, the authors investigated whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy, and they found that such portrayals affect consumer's perceptions about other people, thereby affecting them socially.
Abstract: Purpose This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

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TL;DR: In this article, the authors developed a research model that proposes a relationship among customer power, psychological empowerment and voice behavior of frontline employees (FLEs) and found that managerial openness, as a result of the manager-employee interface, contributes by mediating the effect of customer power on psychological empowerment.
Abstract: Purpose This paper aims to develop a research model that proposes a relationship among customer power, psychological empowerment and voice behavior of frontline employees (FLEs). The model also suggests that managerial openness, as a result of the manager–employee interface, contributes by mediating the effect of customer power on psychological empowerment. As a result of the job characteristic–employee interface, task interdependence is suggested as a moderator in the relationship between psychological empowerment and voice behavior. Design/methodology/approach To analyze the data, a confirmatory factor analysis and structural equation modeling procedure using LISREL 8.5 were used. Next, the conditional process modeling was fitted to test the moderated mediation hypotheses. In this stage, the mediating role of psychological empowerment and the moderating effect of task interdependence voice behavior were tested with bootstrapping methods. Findings The results showed a significant relationship between customer power and FLEs’ voice behavior, establishing psychological empowerment as an intervening mechanism. Thus, customer power can be a signal of appreciation for passive and job uncontrollability to service employees. The findings also suggested the mediating role of managerial openness, which delivered a negative effect of customer power on the FLEs’ psychological empowerment. Task interdependence enhanced the link between psychological empowerment and voice behavior. Research limitations/implications The specific service sector chosen for this study was retail banks. Furthermore, the study was undertaken among the FLEs of banks in South Korea. Having FLEs self-report on managerial openness raises a general concern that those employees with little experience may not have fully understood whether a manager’s current behaviors are open-minded and empowering. Lastly, the perceptions of customer power, psychological empowerment, managerial openness, task interdependence and voice behavior that all came from FLEs naturally raises concerns about the influence of method bias in these results. Practical implications The significant negative and indirect relationship observed between the perception of customer power and employees’ voice through managerial openness and employees’ psychological empowerment suggested that the double deviation effect of customer power on employees’ psychological empowerment through the interface between customer and employee (customer power) and manager and employee (managerial openness). This study provides insight into the management of service customer–employee and manager–employee interactions to encourage employee psychological empowerment. Originality/value The main emphasis of the model is on the so-called voice behaviors that FLEs exhibit as an overall consequence of various service employee interfaces. The management of FLEs has been extensively discussed in the services marketing literature. However, few research studies have attempted to link and combine the effect of various interfaces to which employees are exposed on employees’ voice behavior. In this study, three interfaces that the FLEs are always exposed to were examined simultaneously: that of the employee and the customer (perceived customer power), the interface of the employee and the manager (managerial openness) and that of the employee and his or her job characteristic (task interdependence).

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TL;DR: This article examined the immediate and delayed effects of advertising literacy training on children's cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects, and found no moderating effects of age.
Abstract: This paper aims to examine the immediate and delayed effects of advertising literacy training on children’s cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects. In addition, this study explored whether this effect is moderated by children’s general advertising liking. The study also investigated whether the effects of training were dependent on children’s ages.,The present study is conducted using a three (training session: control condition vs advertising literacy training with immediate ad exposure vs advertising literacy training with ad exposure after one week) by two (age: 7-8 years vs 10-11 years) between-subjects experimental design.,The results of the experimental study showed that advertising literacy training increases children’s cognitive advertising literacy for product placement for both younger and older children and both immediately and delayed (measured after one week). In addition, cognitive advertising literacy had an influence on the effectiveness of product placement (i.e. purchase request) when children’s general ad liking was low, though not when it was high. No moderating effects of age were found.,This study shows that advertising literacy training sessions can improve children’s cognitive advertising literacy for non-traditional, embedded advertising formats.,This study is one of the first to examine and confirm the immediate and delayed effects of advertising literacy training sessions on children’s cognitive advertising literacy for non-traditional advertising formats.

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TL;DR: In this paper, the authors show that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development.
Abstract: Purpose A strong brand is one that consumers know and perceive as differentiated from competing brands. Building brands with high levels of awareness and uniqueness is critical to ensuring brand strength and sustained competitiveness. To this end, the roles of brand management capability and brand orientation are highlighted. However, given the significance of consistency in branding, firms’ brand management capability and brand orientation alone may not be sufficient, and a mechanism that facilitates branding consistency is required. In the integrating marketing control theory with the resource-based view (RBV) and dynamic capabilities (DC) theory, this study aims to examine how a firm’s brand orientation, when supported by formalisation, contributes to building brands with high levels of awareness and uniqueness through the intervening role of brand management capability. Design/methodology/approach In testing the hypotheses proposed in this study, survey data were drawn from a sample of firms operating in the consumer goods sector and examined through hierarchical regression analysis. Findings This study finds that firms are more likely to build brands with high levels of awareness and uniqueness in the market when their brand orientation is supported by formalisation, because this combination (brand orientation and formalisation) facilitates branding consistency and brand management capability development. Originality/value In weaving together the theoretical perspectives of marketing control, RBV and DC, this study extends current knowledge by showing that brand management capability and brand orientation alone are insufficient for building brands with high levels of awareness and uniqueness. Instead, maximising their performance effects requires the support of formalisation.

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TL;DR: In this paper, the authors explored customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669) and examined the multiple role identities of the corporate brand and, in particular, the enduring imperial identity (role identity) of the company.
Abstract: Purpose The study aims to explore customer satisfaction towards the celebrated Tong Ren Tang (TRT) Chinese corporate heritage brand (established in 1669). This paper examines the multiple role identities of the corporate brand and, in particular, the enduring imperial identity (role identity) of the corporate brand. The study examines whether the corporate heritage brand’s imperial associations are still meaningful. Design/methodology/approach A indicative, survey-based case study methodology undertaken with Chinese customers informs this research. Findings TRT’s corporate heritage brand identity and, moreover, its imperial role identity were salient in terms of customer satisfaction. TRT’s augmented imperial role identity not only was highly salient but also, moreover, meaningfully enhanced the organisation’s corporate reputation in terms of customer satisfaction. Research limitations/implication This study lends further support for the utility of the notion of corporate heritage/corporate heritage brands and in particular the saliency of the theoretical notion of augmented role identity within the corporate heritage marketing field. Practical implication Corporate heritage brand managers should be appraised of which corporate role identities are meaningful for customers. At a practical level, senior corporate marketing managers of corporate heritage organisations should accorded importance to the additional P of Provenance apropos the corporate marketing mix. Social implication At a time, when China is reappraising its relationship with its past – including its imperial past (of which much has been destroyed) – this paper’s focus on TRT’s unsurpassed augmented role identity is pertinent and propitious. Seemingly, this corporate heritage brand’s imperial association provides a living and tangible link with China’s long and momentous imperial provenance and erstwhile imperial polity. In short, the corporate heritage brand is part of China’s patrimony and enjoys a unique place in this regard. Originality/value This paper is one of the first empirical studies examining a Chinese corporate heritage brand entity. The study marks new ground in examining customer satisfaction from the theoretical perspectives of corporate heritage brand and augmented role identity. It is believed that this is the first study to consider corporate heritage in the pharmaceutical sector and marks new ground in considering the saliency of China’s imperial legacy on an extant, highly successful and high profile-Chinese corporate heritage brand.