Showing papers in "Journal of Product & Brand Management in 2016"

Brand love and positive word of mouth: the moderating effects of experience and price

Abstract: Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

Exploring behavioural branding, brand love and brand co-creation

Abstract: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.,This is a conceptual paper, based on extensive and thorough literature review on the fields of brand love, behavioural branding, brand communities and co-creation, that leads to the formulation of a proposed synthesized framework.,The authors propose that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage. This process is moderated by the product/service category and level of customer involvement with it, and it produces a combined positive impact on brand loyalty.,The proposed conceptual framework needs to be validated through empirical research. However, even at this initial stage, it may have a significant impact, especially as it highlights the role of brand representatives and how they could drastically moderate the relationship between the brand and the consumer.,This is the first attempt to incorporate the constructs that are significant to the consumer–brand relationship research stream in one conceptual framework. The synthesis of these concepts will contribute to the improved understanding of the consumer–brand relationship, and its dynamics and will equip managers with a novel approach to the central role of behavioural branding.

Transforming celebrities through social media: the role of authenticity and emotional attachment

Abstract: Purpose Social media platforms are changing the way consumers and celebrities engage. This research aims to better understand how and why consumers use social media to engage with celebrities, and identify the potential antecedents and outcomes, which may result from these online connections. Design/methodology/approach Both qualitative (two focus groups) and quantitative (survey) methods were used to explore consumer engagement with celebrities on social media. A structural model from the survey data was developed and analyzed. Findings Textual analysis of the focus groups revealed that consumers follow celebrities on social media to obtain career and personal information about the celebrity. Further, authenticity and emotional attachment were identified as favorable aspects of following celebrities on social media. An empirical study confirmed that the constructs of authenticity and emotional attachment positively influence the outcomes of word-of-mouth and purchase likelihood. Research limitations/implications The study was limited by the self-identification of a favorite celebrity and social media site. Future research should include empirical testing of specific celebrities featured on a specific social media site and the development of the constructs identified in the focus groups. Practical implications This research sheds light on the antecedents and outcomes associated with consumer–celebrity engagement on social media. The implications for marketers and advertisers include a better understanding of how celebrities transform themselves and engage with consumers on social media. Originality/value This paper fulfills an identified need to study authenticity and emotional attachment as they relate to celebrities and consumers’ engagements on social media.

Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable

Abstract: Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing penetration and sales? Design/methodology/approach Based on 1,286 actual luxury consumers interviewed about 12 highly known and successful luxury brands on 42 experiential and perceptual items, a PLS hierarchical fourth-order latent variables model unveils the paths of luxury dream building. Findings The authors have identified how, beyond mere physical rarity and very high quality, eight experiential and perceptual levers fuel luxury desirability through two structural paths: selection and seduction. Research limitations/implications The concept of luxury is associated to rarity. But to grow, luxury brands need to abandon mere scarcity and selectivity (value created by limitation of production, highly selective distribution and selection of customers) and switch instead to an “abundant rarity”, where feelings of privilege are attached to the brand itself, seducing through its experiential facets, pricing, prestige and the world it symbolizes. Practical implications Luxury executives can use this paper as a compass to manage, sustain and monitor their brand desirability, all along the brand’s growth, as it moves away from being niche and rare. Social implications Considering the growing social diffusion of the need for luxury in different strata of the population, this paper reveals the levers of the attractiveness of the mega-brands of luxury. Originality/value This paper addresses the main problem of the luxury industry: How to grow yet remain desirable. It is based on 1,286 actual luxury buyers and 12 actual brands. Thanks to PLS modelization, the structure of the levers of brand desirability is revealed.

Interactive brand experience pathways to customer-brand engagement and value co-creation

Abstract: Purpose The paper aims to address a question posed by Ruth Bolton (2011):“What kinds of interactive experiences lead to favourable customer engagement rates”? Design/methodology/approach Building on the literature, the paper develops different interactive experience pathways for both functional and hedonic brands. Findings The different pathways are developed formally for both brand types. Different facets of brand experience and different facets of interactivity are entailed for each brand type. The models are illustrated with actual brands. Research limitations/implications The study is primarily conceptual and requires empirical testing. The purpose of the paper is to motivate academics to explore the nature of interactive experiences in whatever way they choose. Practical implications The different interactive experience pathways between functional and hedonic brands imply different engagement and co-creation strategies by firms. Generally, a richer set of engagement options are relevant to the hedonic brand. However, using the Domino’s Pizza example, the paper suggests that functional brands can extend their repertoire of engagement tools by borrowing inspiration from the hedonic brands. Social implications There is a major social or community aspect to interactive experiences. Moreover, some of the brands used as examples in the paper, such as Patagonia, have major social or environmental impacts. Originality/value This original research pioneers the discovery and coding of the nature of interactive brand experiences. Hitherto, the domain can be construed as the idiomatic, “elephant in the room”, an important topic but not discussed. The conversation has now begun.

An experiential model of consumer engagement in social media

Abstract: Purpose This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic and embodied dimensions and tests their impact on consumer engagement. Design/methodology/approach The study operationalized key variables of the proposed model at the brand page level and assembled pertinent data, using systematic content analysis, on a sample of Facebook brand pages (n = 85). Poisson regression tested the proposed model. Findings The findings indicate that brands that facilitate greater number of experiential affordances on their Facebook brand pages generated higher levels of consumer engagement. For both brand post likes and brand post shares, the contributions of experiential affordances were significant and positive. Practical implications The findings offer actionable managerial insights for brands seeking to implement an experiential model of consumer engagement on their fan pages. Originality/value This study contributes to the literature by proposing and testing an experiential model of consumer engagement in the context of Facebook brand pages. To date, the experiential value of Facebook brand pages has rarely, if at all, been tested in an empirical study.

Mapping the domain of the fragmented field of internal branding

Abstract: Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding. Design/methodology/approach – This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures. Findings – The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual ...

The impact of brand evangelism on oppositional referrals towards a rival brand

Abstract: Purpose This study aims to build on the notion of brand evangelism developed by Becerra and Badrinarayanan (2013) by examining how brand relationship variables regarding one brand (i.e. brand loyalty, brand community identification and self-brand connection) influence oppositional referrals to a rival brand (i.e. desire to harm and trash-talking) in the high definition (HD) videogame console industry. Design/methodology/approach A survey of online communities devoted to video gaming was conducted using a sample of 809 respondents, all owners of either a PlayStation or an Xbox. Findings The results show that the desire to harm the rival brand is strongly and positively associated to participation in trash-talking. Brand loyalty is connected to both dimensions of oppositional brand referrals. Consumers’ connection with the brand affects trash-talking only indirectly through the desire to harm. No association is found between identification with the brand community and oppositional brand referrals. Originality/value This study is the first to demonstrate the mechanism linking brand relationship variables regarding a focal brand with consumers’ disparagement of a rival brand, showing that a desire to harm plays a central role. Just as the desire for retaliation drives negative word-of-mouth in the context of an unsatisfactory experience with a brand (Gregoire and Fisher, 2006), the desire to harm drives trash-talking against a rival brand by brand evangelists. This study improves our understanding of the relationships consumers build with their preferred brands and how this relationship may influence their rejection of competing brands with which they do not have direct experience.

Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of lovers

Abstract: Purpose This paper aims to introduce the concept of storygiving as a co-creation tool and provides a guideline for its successful use by luxury brand managers. Design/methodology/approach A study of Tiffany and Co.’s social media-based site and its use of stories as co-created marketing content provides us with managerial strategies applicable to luxury brands in general. The authors emphasize how luxury brands deal with co-created brand images compared to mainstream brands. Findings Storygiving enables consumers to share their personal experiences through narratives and provides contextualized connections among community members through shared experiences. One successful example of storygiving is Tiffany & Co.’s ‘What Makes Love True’ campaign. Research limitations/implications Only one luxury brand was used in this case study of online co-creation and storygiving. Further research, especially comparative case studies, would expand understanding of brand image management in the age of social media and consumer empowerment. Practical implications This paper presents a strategic guideline for luxury brand managers highlighting a customer-centric insight into ways luxury brands can develop marketing strategies incorporating co-creation. Originality/value To differentiate it from storytelling, the co-creation of brand stories through consumer-generated content is known as storygiving. The use of social media marketing in the process of storygiving is a powerful tool for luxury brands. The changed narrative from the brand’s point of view to that of the brand’s community is a major point made in this research.

The impact of external social and internal personal forces on consumers’ brand community engagement on Facebook

Abstract: Purpose Consumer engagement has been designated as an approach to describing online interactions that more comprehensively reflects the nature of consumers’ interactive relationships in online brand communities. This paper aims to explore consumers’ brand community engagement in the context of Facebook brand pages. This research puts forth the hypothesis that consumers’ brand community engagement on Facebook is dependent upon two overarching themes: external social forces and internal personal forces. Design/methodology/approach Based on social impact theory, social identity theory and social exchange theory, a conceptual research model is developed and empirically tested through structural equation modelling using cross-sectional data of 460 Facebook brand fans. Findings The empirical results suggest that internal personal forces primarily positively influence brand community engagement, while external social forces can even impact consumers’ brand community engagement negatively. Research limitations/implications Future research should test and validate the proposed model for specific categories and brands. Practical implications This paper offers help to online brand marketers to trigger meaningful engagement of consumers in a brand community on Facebook. Originality/value This paper examines the consumer engagement construct from a behavioural perspective in a defined social media context and highlights the peculiarities of online brand communities on Facebook that distinguish them from traditional brand communities. The research uses a strong theoretical foundation to develop a model that investigates the prevalent variables that influence consumers’ brand community engagement on Facebook.

Green consumer behavior: being good or seeming good?

Abstract: Purpose: This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on consumers’ ...

When creative consumers go green: understanding consumer upcycling

Abstract: Purpose Consumers are known to repurpose products for uses other than those they were originally intended for; this paper aims to focus on an environmentally conscious form of creative consumption known as upcycling. Design/methodology/approach This conceptual paper presents and defines the consumer practice of upcycling. Findings The author identifies gaps in the literature regarding consumer upcycling and identifies avenues for future research and theory development. Research limitations/implications Upcycling has considerable implications with respect to end-of-life planning for products. Originality/value This research identifies consumer upcycling as an environmentally beneficial form of creative consumption and discusses its implications for firms.

Impact of symbolic product design on brand evaluations

Abstract: Purpose The purpose of this paper is to investigate the impact of symbolic product information (symbolic product design) on consumers’ perceived brand evaluations. In an experimental setting, the authors consider as key factors the congruence between symbolic product design and product category, the level of product involvement as well as brand strength. Design/methodology/approach In an experiment of 490 participants, consumers are confronted to different symbolic product designs connotations. Based on the cognitive process model “SARA” (selective activation, reconstruction and anchoring), the authors examined how symbolic product design associations are used as heuristics in the working memory when making brand judgement. Findings The results show that product design associations are used in consumers’ information processing as anchor for brand evaluations. This effect is stronger if symbolic design associations are incongruent to the product category because of consumers’ deeper elaboration process. Furthermore, the impact of symbolic product design is higher for weak compared to strong brands. Research limitations/implications This research supports the cognitive process model “SARA” being an appropriate foundation explaining the effects of symbolic product design. Further research should extend this experiment, using a field study in a more realistic setting and/or a choice situation between different alternative product designs at the point of sale. Furthermore, the consumers’ elaboration process should be manipulated differently, e.g. in a mental load condition. Practical implications Symbolic product design is important to enhance brand association networks in the consumers’ mind, particularly if the brand is weak. Marketers should use incongruent symbolic product information to differentiate from competitors who use “stereotype” product designs. Originality/value Research about product design in the marketing discipline is still limited. The authors analyse the impact of symbolic product design on brand evaluations in an experimental setting of 490 respondents in four product categories. The findings support that consumers use product design as heuristics to evaluate brands.

As good as new – valuing fashion brands in the online second-hand markets

Abstract: Purpose Brand management and marketing have focused on brand-new goods, thus largely neglecting the emergence of markets for used products. This study sheds light on how consumers determine the perceived value of fashion brands in online flea markets. In addition, this study aims to illustrate how fashion brands are perceived when sold second-hand in Facebook flea markets. Design/methodology/approach Empirical data, consisting of internet discussions, were collected for this study from seven Facebook flea market forums between Fall 2014 and Fall 2015. The discussions were analyzed by means of qualitative content analysis. Findings In the context of flea markets, the perceived value is negotiated and evaluated through six antecedents: perceived quality, price, design, origin, authenticity and brand availability. Not surprisingly, price and quality appear as focal aspects when determining the value of a used brand in second-hand markets. However, the aspects of availability, origin and design complicate the considerations of the perceived value and can distinguish between different flea markets for fashion brands. In online second-hand markets for fashion brands, the passing of time appears to be an important factor grounding the consumers’ considerations of the perceived value. Originality/value This study brings forward novel viewpoints to brand marketing by discussing the formation of the consumer-perceived value in the growing field of online second-hand sales of fashion brands.

What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength

Abstract: Purpose This paper aims to investigate consumers’ attitudinal and behavioral responses to brand crisis and examine an empirical model to explain consumer’s internal process in the context of negative information about a brand, analyzing the relationships between the brand association types, brand-customer relationship strength and consumers’ responses depending on the types of brand crises. Design/methodology/approach This study uses an integrative approach based on qualitative and quantitative methods: a focus-group interview and an experiment. Findings The results indicated that consumers’ responses were more favorable in the corporate ability (CA) crisis than in the corporate social responsibility (CSR) crisis. In addition, consumers with high brand-customer relationship strength and brand associations for CA (CSR) showed more favorable responses to a brand crisis related to CA (CSR) than to that related to CSR (CA). Practical implications Managerially, firms should improve their marketing activity to reinforce particular brand association type that strongly related customers mainly have. In addition, firms should carefully find the best timing and channel that strongly related customers usually access, to present corporate corresponding statements in brand crisis and information of their corporate crisis-coping process. Originality/value Theoretically, this study will contribute to the literature on brand crises by providing critical insights into the mechanism underlying consumers’ responses to brand crises.

Nation branding for foreign direct investment: an Integrative review and directions for research and strategy

Abstract: Purpose This study aims to address a heretofore neglected area in research, nation branding, for the purpose of attracting foreign direct investment (FDI). It compares and contrasts the well-established literature on decision-making and location choice in FDI with studies in the nascent field of nation branding, with a view to developing directions for future research that result from the identification of research gaps at the intersection point between the two areas. Design/methodology/approach The study is based on a systematic and integrative review of several streams within the relevant literatures, from the theory of decision-making in FDI to the similarities and differences between advertising, promotion, branding and marketing for investment on the part of nations and sub- or supra-national places. Findings Each of the two areas is characterized by lack of consensus as to the principal factors that affect investor and nation decisions and actions, resulting in several knowledge gaps that need to be addressed by new research along the lines suggested in the study. Research limitations/implications A large number of avenues for potential future research are identified, from assessing the importance of target country image in location choice to the adverse effects arising from the emphasis on “promotion” rather than “marketing” on the part of places engaged in nation branding efforts. Practical implications The study examines several problems that affect the practice of nation branding for FDI and points to alternative approaches that may enhance place marketers’ effectiveness in their efforts to attract foreign capital. Originality/value Notwithstanding the global growth of FDI in volume and importance, and the omnipresence of nation branding campaigns to promote exports or attract tourism and investment, there has been virtually no research to date on the core issue, nation branding for FDI. The study uses a strategic perspective that highlights key nation branding issues related to FDI, and FDI issues related to nation branding, and suggests a comprehensive agenda for research in the future.

The brand core and its management over time

Abstract: Purpose – The purpose of this paper is to explore the brand core and its management over time. The aim is to develop a framework for managing the core of a brand for continuity and change. Design/methodology/approach – A longitudinal case study of the Volvo brand’s core and its management serves as the empirical basis for a qualitative analysis of the “brand core” using rhetorical perspectives. Findings – The management of the brand core for both continuity and change is an unsolved paradox in strategic brand management literature and practice. Existing conceptualisations offer little or no guidance regarding managing a brand’s core over time. The Volvo brand has evolved by adding and shifting mindsets, which has kept its core surprisingly stable. Research limitations/implications – The new framework mitigates a paradox and, by defining the brand core as a point of reference, allows for brand management to address both continuity and change and consider a range of stakeholders while doing so. The integration ofs rhetoric into the framework makes it applicable to product, service and corporate brands, or indeed anything that can be considered a “brand”. The brand core is defined as “an entity of core values and a promise”. Practical implications – By shifting perspectives on a brand’s core over time, change and development are stimulated while preserving its inner values and promise. Originality/value – The brand core framework integrating rhetoric theory was supported by a longitudinal case study to resolve a strategic brand management paradox.

Brand trust: a cross-national validation in Germany, India, and South Africa

Abstract: Purpose – Numerous studies have established the importance of brand trust for building long-term relationships with consumers. Nevertheless, there is confusion in the literature about how to measure trust in brands. Building on the studies of Li et al. (2008) and Li et al. (2015) who established brand trust as a second-order construct, this paper aims to demonstrate additional richness of the brand trust construct by adding further dimensions and extending the cultural background to Germany, India and South Africa. Design/methodology/approach – Based on accepted scale development procedures, the authors have derived a parsimonious, reliable and valid scale to measure brand trust. Findings – The resulting cross-national scales of brand trust demonstrate validity by offering a good fit and invariant measures across countries. The results show that overall brand trust is influenced by competence, predictability and benevolence/integrity. Practical implications – Global communication technology means that bra...

How does corporate association influence consumer brand loyalty? Mediating role of brand identification

Abstract: Purpose The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India. Design/methodology/approach A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used. Findings The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty. Research limitations/implications The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies. Originality/value This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.

Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm

Abstract: Purpose Given its importance in the brand management of service firms, the present research initiative primarily concerns the investigation of the formation process of consumer-brand relationships in the service industry. By considering a chain of effects’ model, this paper aims to integrate two brand commitment paradigm’s perspectives with service evaluation theory, representing the attitudinal and behavioral aspects of the relationship building process, to better explain the way consumers relate to a service brand. The proposed conceptual model is tested in the context of mobile broadband internet services. Design/methodology/approach A survey of 573 customers of mobile internet services was conducted using a structured questionnaire with established scales. Data were analyzed with partial least squares structural equation modeling. Findings The results indicated that brand loyalty is determined by relationship commitment, which, in turn, is influenced by the consumer-brand relationship components – trust, satisfaction, investment size and quality of alternatives – as well as by the service brand’s perceived value. Finally, the relationship quality components of the brand, trust and satisfaction to a large extent, and investment size to a lesser extent, mediate the relationships between service brand evaluation and brand commitment. Research limitations/implications The sample is industry-specific, and this may affect generalizability of findings. Also, the cross-sectional design adopted does not reflect temporal changes. Practical implications From a practical point of view, the findings suggest that providers can improve their loyalty figures through the establishment of strong consumer-brand relationships as a result of the development and delivery of high quality, valuable services and other relationship-building tactics that support the consumer-brand binding. Originality/value Although there are previous studies that extend either the relationship investment model or the commitment-trust theory with the service evaluation theory, the proposed model is the first to combine the previous three research streams into one causal chain model, to explain the development and flow of events in the consumer-brand relationship process toward brand loyalty.

Modeling employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on a firm’s performance

Abstract: Purpose This paper aims to examine the impact of employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on firm performance. Design/methodology/approach Data were collected through an e-mail survey from fast-moving consumer goods (FMCG) firms in the UK and UAE. Sample sectors included cosmetics and toiletries, household care products, packaged food, soft drinks and tobacco firms. Quantitative data were analyzed using structural equation modeling. Findings The results suggest strong support for the hypothesized relationships, thereby providing strong validation for the proposed model. One interesting finding was that the PEU affected employee brand equity significantly stronger in the UK than in the UAE. This phenomenon is explained in the discussion section. Research limitations/implications Although several studies have indicated several other elements for EBBE, such as brand commitment and brand citizen behavior, the authors borrowed King et al.’s (2012) EBBE concept and limited their variables on EBBE for brand endorsement, brand allegiance and brand consistent behavior. Practical implications Knowledge is expanded through an empirical study validating the proposed model, which provides meaningful insights for developing training tools for internal brand management. Firms have to increase the brand manager’s commitment to increase the employee brand equity, which in turn increases the firm’s performance. Originality/value This paper makes three imperative contributions to the branding literature: expanding the existing brand equity literature to incorporate employee brand equity; being the first known empirically tested PEU on employee brand equity; and empirically testing employee brand equity, which has been ignored in branding literature on firm performance.

Is co-creation really a booster for brand equity? The role of co-creation in observer-based brand equity (OBBE)

Abstract: Purpose This paper aims to analyse the general effect of co-created products on the brand equity of observers (OBBE). The influence of different implementations of the co-creation approach on the OBBE is tested. It is also discussed whether co-creation can be a strategic method for companies to positively affect the OBBE in the mass market. Design/methodology/approach A between-subject experiment with a 2 (intensity of integration: democratically voted vs commonly created) × 2 (expert knowledge: no expert knowledge vs expert knowledge) design plus one control group (zero co-creation) is conducted for two brands to test the postulated hypotheses. Findings Co-creation can have a weak positive effect on the OBBE. Integration intensity and expertise of integrated consumer also affect the OBBE only marginally. Research limitations/implications Further research might investigate whether the initial brand equity has a moderating effect. Also brand image and underlying product category could influence the relation between co-creation and the OBBE and would be valuable for future studies. Practical implications Brand managers should aim to convert observers into participants, instead of setting the focus on the presentation of the user-designed product to the mass market. Originality/value This study is one of the few analyzing the effects of co-creation on observers in terms of brand equity. In addition to existing research, the concept of expertise in combination with co-creation and its influence on the OBBE is explored.

Country of origin branding: an integrative perspective

Abstract: Purpose A new conceptualization of the process of country of origin (COO) branding based on fresh theoretical foundations is developed. This paper aims to provide a strategic perspective that integrates extant views of COO branding, based on identity and image, with a relational perspective based on a process approach to developing collective brand meaning. Design/methodology/approach A systematic review of the literature on COO branding and geographical indicators is undertaken, together with a review of contemporary research on branding. Our framework conceptualizes COO branding as an integrating process that aligns a network of relationships to co-create collective meaning for the brand’s value propositions. Findings An illustrative case study provides empirical evidence to support the new theoretical framework. Research limitations/implications Issues for further research include exploring and refining the theoretical framework in other research contexts and investigating broader issues about how COO branding influences self and collective interests in business relationships and industry networks. Practical implications Adopting a broadened perspective of COO branding enables managers to understand how identity and image are integrated with their business relationships in the context of developing collective brand meaning. Providing a sustained strategic advantage for all network actors, an integrated COO branding process extends beyond developing a distinctive identity and image. Originality/value Accepted consumer, product, firm and place level perspectives of COO branding are challenged by developing and verifying a new integrated conceptualization of branding.

Retail brand experience: scale development and validation

Abstract: Purpose The purpose of this paper is to develop and validate a multi-dimensional scale to measure retail brand experience. Design/methodology/approach Literature review and open-ended survey have been carried out to generate an initial pool of items. Item reduction has been done using exploratory factor analysis and validation of measures performed through confirmatory factor analysis and structural equation modeling. A total of six separate studies have been conducted to develop and validate the retail brand experience scale. Findings A 22-item seven-dimensional retail brand experience scale is developed. The proposed scale has exhibited sound psychometric properties based on the findings from different reliability and validity tests, as well as from robust scale replications across several different samples. Findings support that retail brand experience has a significant impact on consumer intentions (word-of-mouth and pay more). Practical implications This research develops a set of retail brand experience measures that can provide retailers a way to examine the experiences evoked through retail brand-related stimuli. Originality/value This study is the first of its kind of its kind that develops and validates the measures of the retail brand experience.

Exploring antecedents and consequences of young consumers’ perceived global brand equity

Abstract: Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

Validating a scale to measure consumer’s luxury brand aspiration

Abstract: Purpose The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury brand aspiration. Design/methodology/approach Initially, the dimensions of consumer’s luxury brand aspiration were identified through prior literature review and qualitative investigations. This was followed by a series of scale development studies suggested by Churchill (1979). Findings The results supported that the second-order measure of consumer’s luxury brand aspiration consist of four related first-order dimensions, namely, identity signaling, social recognition, self-esteem and achievement signaling. Luxury brand aspiration was found to have direct positive influences on brand commitment and brand attachment. Brand commitment and attachment in turn significantly influence intention to pay price premium. Originality/value Value of this research article lies in validating a scale to measure individual’s luxury brand aspiration for the first time in branding literature.

Value slippage in brand transformation: a conceptualization

Abstract: Purpose – The purpose of this paper is to explore brand transformation and the value slippage that can ensue. Design/methodology/approach – This is a conceptual paper drawing upon a solid bibliographic base; its intended contribution is to create a linkage among constructs. It mobilizes a socio-economic framework which enables the multiple transformations of the brand to be monitored. Two case vignettes of Nutella brand are used to discuss this brand transformation framework. Findings – The framework identifies four key brand transformation practices: brand appropriation by consumers forming a brand community, brand “surfeiting” through brand community actions, brand genericization throughout the society and brand regeneration in the market. The discussion highlights four categories of value slippage effects that enable us to ascertain whether the use value generated by the brand community slips – or does not – to another actor who captures it in the form of use or exchange value. Research limitations/imp...

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a threat becomes an opportunity for the genuine brand

Abstract: Purpose Taking the consumer perspective, this paper aims to investigate the effect of counterfeiting awareness on consumer advocacy behaviour towards the brand in a specific context, that is, the luxury brand context. Design/methodology/approach The authors conducted two surveys among actual and potential consumers of the original brand. Study 1 demonstrated the mediating role of customer-based brand equity between the consumers’ awareness of brand counterfeits and their advocacy behaviour towards the genuine brand. Study 2 showed the moderating role exerted by consumers’ emotional attachment to the brand in this framework. Findings This work showed specific mechanisms underlying consumer responses to counterfeits, revealing a wide framework able to uncover important positive spillover effects on counterfeited brands. Research limitations/implications This framework should be tested on additional brands and integrated with further processes and individual variables to extend our knowledge about consumer responses to counterfeits. Originality/value This research recognises counterfeiting as a consumer-led process. The results showed the ambivalent nature of counterfeiting, that is, a threat and an opportunity for the counterfeited brand. In fact, actual and potential consumers are prone to protect the genuine brand. The consequent advocacy behaviour is stimulated by the attempts of consumers of fakes to take possession of the brand experience, and these activate actions of self-protection among consumers of the original brand. Interesting managerial implications are drawn.

Does social currency matter in creation of enhanced brand experience

Abstract: Purpose – This study aims to demonstrate the importance of the newly developed concept of social currency as an antecedent of brand experience in the context of cosmetics consumption. In other words, the authors suggest that social currency could act as a brand experience provider. Design/methodology/approach – Data collection was made through a paper and pencil survey. The sample consisted mostly of undergraduate and graduate students recruited on a voluntary basis at a large northeastern university. Self-administered questionnaires were filled by 373 participants, who were instructed to think about their favourite brand when it comes to buying cosmetic products for themselves. Findings – Results showed that social currency positively impacts all four dimensions of brand experience, i.e. sensory, affective, behavioural and intellectual experiences. The findings also suggest that conversation, advocacy and affiliation are the three significant dimensions of social currency when it comes to the consumption...

The relative impacts of experiential and transformational benefits on consumer-brand relationship

Abstract: Purpose This paper aims to explore and compare the roles of brand’s experiential and transformational benefits in formation of consumer-brand relationships. Focusing on cosmetics consumption, the study investigates how brand’s experiential benefits (brand experience) and transformational benefits (self-esteem and self-expression) could impact the strength of consumer-brand relationships. Design/methodology/approach Data analysis was performed using structural equation modeling technique. The sample consisted of 373 university students, who completed self-administered questionnaires. Findings Results show that brand experience and self-expression have significant positive impacts on consumer-brand relationships. Brand experience plays a more important role, compared with transformational benefits, in this process. Theoretical and managerial implications are discussed. Research limitations/implications Future research could study possible transformative experiences across various industries. It could also use a more divergent sample that better represents general population. Originality/value This study is among the first in the literature to investigate the impacts of emerging sources of brand value, i.e. experiential and transformational benefits, in formation of strong consumer-brand relationships. It is also among the first to compare the predictive power of those two types of benefits in shaping brand-related outcomes.