Showing papers in "Journal of Product & Brand Management in 2017"

Determinants and outcomes of brand hate

Abstract: Purpose The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model. Design/methodology/approach A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling. Findings Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation). Originality/value This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management

Abstract: Purpose By outlining the evolution of brand management research over the past 25 years, as reported in the Journal of Product and Brand Management (JPBM), this paper aims to analyze the changes in the way branding has been approached in research, highlight the current challenges the discipline faces and suggest future research avenues that will hopefully further enrich brand management knowledge. Design/methodology/approach This paper includes internal historical literature review and commentary. Findings After a thorough analysis of the journal’s content, the contribution that the JPBM has made in the development of brand management knowledge over the past 25 years is highlighted. Eight major shifts in brand management research and thought, and three overarching difficulties and challenges, are identified. Research limitations/implications By solely focusing on the contributions published in the journal, by no means this review is exhaustive and includes all the contributions to the discipline. Its contribution is limited to the analysis of the work, and the evolution of brand management thinking, recorded in the JPBM. Originality/value The paper highlights the evolution of brand management thought and presents imperatives and challenges to guide future research in brand management.

Using the theory of planned behaviour to understand brand love

Abstract: Purpose Brand love is perceived as one of the main objectives in brand management. Nevertheless, research into the factors influencing brand love are scarce. This paper aims to apply the theory of planned behaviour to the context of brand love and investigate the influence of several factors on brand love, including attitude towards loving a brand, subjective norm and perceived control factors, namely, the propensity to anthropomorphise and the affordability of the brand. Further, the influence of brand love on brand forgiveness is proven. Additionally, this research investigates the influence of involvement with the product category on the proposed relationship. Design/methodology/approach A survey (N = 274) was used to test the model in the context of fashion industry with the help of a convenience sample. Exploratory factor analysis, confirmatory factor analysis and (multi-group) structural equation modelling techniques assessed the proposed model. Findings Results show that the proposed model gives valuable insights to brand love, where involvement serves as a moderator. While the attitude towards loving a brand has a strong influence on brand love for both high and low involved consumers, affordability only plays a minor role for experiencing brand love. Subjective norm is found to facilitate brand love for high-involved consumers, while propensity to anthropomorphise leads to higher brand love for low involved consumers. Originality/value This paper demonstrates the applicability of the theory of planned behaviour to a consumer–brand relationship context. This adds to a deeper theoretical understanding of the managerially relevant construct of brand love. Further, the study demonstrates that brand lovers are more forgiving in times of disappointment. Introducing involvement into the research model provides valuable insights into the processes underlying brand love.

The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement

Abstract: Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A survey was administered to the customers of a Finnish tableware brand using relevant Facebook channels. A total of 1,390 responses were analyzed using partial least squares structural equation modeling. Findings The empirical findings suggest that both involvement and sensory brand experience are directly related to the three facets of CBE. Further, involvement, sensory brand experience and CBE jointly explain more than 50 per cent of the variance in brand equity. In addition, the results reveal that emotional engagement was the most influential factor in determining consumers’ overall engagement level. Research limitations/implications The framework should be tested in other contexts, and the application of longitudinal research setting is encouraged. Practical implications The study highlights not only the importance of holistic CBE management but also the necessity to manage sensory aspects of consumer–brand interactions. In this way, managers can build sustainable consumer–brand relationships. Originality/value The nomological network of CBE is not well-known. This study integrates two central constructs (sensory brand experience and brand equity) with the concept of CBE and examines their effects on brand equity both directly and indirectly through cognitive, emotional and behavioral CBE.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

Abstract: This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings.,Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model.,Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands.,Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study.,Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media.,This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Social presence and customer brand engagement on Facebook brand pages

Abstract: Purpose Business use of social media is increasing rapidly as marketers aim to increase customer brand engagement (CBE) in brand communities to enhance the brand experience. However, use of social media for marketing communications is not well understood. This study aims to examine manager and user views of CBE and effects of perceived social presence (PSP) on CBE in a corporate Facebook environment. Design/methodology/approach Qualitative in-depth interviews are conducted with 18 users of corporate Facebook – i.e. those who visit corporate Facebook regularly – and four marketing managers whose companies operate Facebook pages. The industry is smart-information technology devices, and the cultural context is Thailand. Findings Corporate Facebook sites with high SP functions foster customer engagement on cognitive, emotional and behavioral levels. PSP enhances product knowledge and encourages return page visits. Thus, CBE and PSP build brand trust and loyalty. However, managers may need to focus more on the nature of the brand community beyond the corporate Facebook page. Practical implications Companies that enrich their corporate Facebook with SP features can encourage CBE. Consumers feel more informed about the brand and therefore feel more positively about it, which enhances the brand experience and brand trust. This holds even for lurkers who do not behaviorally engage on the Facebook page much, but who are active in the broader brand community. Originality/value This paper studies the relationship between PSP and CBE in a corporate Facebook environment, providing insights into how PSP influences CBE, which can enhance the customer’s brand experience and contribute to brand perceptions.

Customer–brand engagement and Facebook fan-page “Like”-intention

Abstract: Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”. Design/methodology/approach In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling. Findings The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust. Originality/value Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Examining the moderating role of personality traits in the relationship between brand trust and brand loyalty

Abstract: Purpose The purpose of this empirical study is to investigate both the relationships among brand satisfaction, trust and loyalty and the moderating effects of personality traits, namely, consumer innovativeness, variety-seeking and relationship proneness, in the context of fast-moving consumer goods. Design/methodology/approach Data were collected using a survey of 443 consumers. Structural equation modeling, specifically partial least squares regression, was used to test the theoretical model. Findings The findings indicate that brand loyalty is the most affected (both directly and indirectly) by satisfaction through the mediation of brand trust in both product categories studied. Moreover, variety-seeking behavior negatively moderates the relationship between brand trust and brand loyalty for fruit juices. Research limitations/implications This research was conducted in the context of fast-moving consumer goods within a limited geographical region. Future research could apply this model to different contexts and countries. Practical implications Companies that produce fast-moving consumer goods are advised to consider the important role of satisfaction in the generation of trust, which leads to brand loyalty. Originality/value This study proposes and tests a theoretical model that is more comprehensive than the models used in previous studies because it investigates the relationships among satisfaction, trust, loyalty and personality traits. It is the first attempt to examine the moderating effects of consumer innovativeness, variety-seeking and relationship proneness on the relationship between brand trust and loyalty.

The impact of corporate social responsibility on brand equity: consumer responses to two types of fit

Abstract: Purpose A significant stream of research investigates the influence of corporate social responsibility (CSR) initiatives on firm performance and consumer response to CSR programs. However, how CSR initiatives help build brand equity remains relatively unexamined. This study aims to demonstrate how CSR influences brand equity in response to perceptions of two types of brand–cause fit. Design/methodology/approach The authors analyze two types of fit between a brand and a social cause (disaster relief): brand value–cause fit and brand function–cause fit. Structural equation modeling is used to estimate the fit of the data with the proposed model. Findings Survey evidence from 370 millennial undergraduate students in the USA suggests that the two types of brand–cause fit have differential effects on attitude toward the brand and ad, which in turn influence brand equity. Research implications/limitations The research operationalizes brand–cause fit as a construct with two components: brand value–cause fit and brand function–cause fit. It tests these two types of fit and finds evidence for differential effects on consumer attitudes. Practical implications The findings offer practical considerations for managers about the importance of considering two types of brand–cause fit in selecting social causes and crafting effective corporate communications about the firm’s CSR initiatives. Originality/value Results suggest that it is possible for firms to craft desirable win–win–win strategies that build brand equity by investing in a strategic approach to CSR initiatives.

CSR and corporate branding effect on brand loyalty: a study on Indian banking industry

Abstract: The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of CSR on BL when CSR becomes an integral part of CB.,A structured questionnaire using seven-point Likert’s scale is the instrument for data collection. Stratified random sampling is used to collect the cross-sectional data from 430 savings bank customers in India. A new scale is developed and used to measure the CB as a single construct. A multi-model path using structural equation modelling is used to test the hypotheses. Direct and indirect model path analysis is used to examine the integrated effect of CSR and CB on BL.,The results of the study show that there is a significant impact of CSR components (economic, legal, ethical and philanthropic) on CB to enhance customer BL. The study offers new insight into the relationship between CSR and BL by introducing CB as the mediating factor. However, the relationship between “legal responsibility to CB” and “philanthropy responsibility to BL” demonstrate a negative coefficient in the path analysis. Further, the result of the direct and indirect model path analysis confirms that customers’ BL can be enhanced more efficiently when CSR becomes an integral part of CB.,The strategic incorporation of CSR tools as an integral part of CB strategy can help the managers in the banking industry to enhance their customers’ BL. Besides economic and legal responsibilities, managers need to give more emphasis on the ethical and philanthropic responsibilities as critical positioning tools to develop firm’s corporate brand followed by enhancing BL.,Scale development and validation of CB as a single construct is an original move in this study. Additionally, the study is a pioneer to examine the direct and indirect effect of CSR on customers’ BL using CB as a key mediating factor.

The behavioral consequences of internal brand management among frontline employees

Abstract: Purpose The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand commitment (BC). Design/methodology/approach A comprehensive literature review is undertaken to develop the proposed model. The sample consists of three separate cases, a financial services firm, a multinational telecommunications company, both based in South Africa, and a regional grocery chain operating in the USA. Useable samples of 154, 96 and 241 were achieved for the three cases, respectively. In all cases, the majority of the respondents were customer contact employees. Findings The structural models showed some surprising results, the major one being that brand proselytization is not a component of BCB. Despite using the same instrument, the levers that drive IBM were different in each of the three cases and different from previous studies. Research limitations/implications The results of this research indicate that IBM and BCB are contextual. This implies that a universal instrument to measure these constructs has yet to be developed, representing an interesting avenue for future research. Practical implications Regarding employees as internal customers and including them in various marketing initiatives and brand-orientated human resource practices (recruitment, induction and training) are key to a successful IBM program. Originality/value A comprehensive model for the outcomes of IBM was developed and tested, linking it to BCB and IS through JS and BC. It is the first time that research has been conducted with customer contact employees only.

Internal corporate branding impact on employees’ brand supporting behaviour

Abstract: This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which examines the relationship between internal branding and employees’ brand supporting behavior, mediated by employees’ role clarity, affective commitment and continuance commitment, to provide insights into the way in which employees can become brand champions.,A single cross-sectional descriptive research was employed. A questionnaire was used to collect data from 400 frontline bank employees. Confirmatory factor analysis was used to test the validity of the scales, and structural equation modelling was used to test the research hypotheses.,The results showed that internal branding did not have a direct significant impact on employees’ in-role and extra-role behaviour. However, that impact only took place through employees’ role clarity and their affective commitment.,The findings suggest that banks can differentiate their offers and build powerful corporate brands through their employees’ brand supporting behaviour. Therefore, bank managers need to consider internal branding within the context of a corporate marketing orientation. Moreover, enhancing employees’ role clarity and affective commitment will ensure sustainable brand supporting behaviour.,This research is the first quantitative study to examine the impact of role clarity and continuance commitment as possible mediators to the proposed relationship. It further adds up to the internal branding literature, which is mostly qualitative or conceptual and thus suffers from limited conclusive evidence in terms of internal branding benefits and practical implications.

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Abstract: Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

Brand awareness: revisiting an old metric for a new world

Abstract: Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece. Findings There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share. Research limitations/implications When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness. Practical implications Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability. Originality/value The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.

Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

Abstract: Purpose Given the strategic importance of firm reputation because of its potential for value creation, extant reputation research focuses on favorable customer outcomes. This study proposes and tests a model that relates the customer-based corporate reputation (CBR) of fashion retailers to customer-perceived risk and two relational outcomes – trust and commitment. In addition, this study aims to test whether or not the hypothesized paths are equally strong for male and female shoppers. Design/methodology/approach Data for this study were collected through an online survey approach. Using a sample of more than 300 retail customers and structural equation modeling, the authors tested the hypotheses. Findings Drawing on previous research, the commitment–trust theory of relationship marketing and signaling theory, the authors find support for direct and indirect links between retailers’ reputation and relational outcomes, the intervening role of perceived risk and the partially moderational role of gender. Practical implications The findings of this research suggest that a retailer’s positive reputation can reduce customers’ risk and engender trust, which in turn promotes customer commitment. Originality/value A growing number of examples suggests that retailers (specially fashion retailers) need to manage their reputation, which can come under threat in myriad ways, and its outcomes. However, so far, no individual study empirically investigated any of these reputation outcomes simultaneously or considered gender differences. Thus, the authors address an important research gap by examining the mechanism through which CBR affects relevant customer outcomes and by considering contextual factors.

Strategic and institutional sustainability: corporate social responsibility, brand value, and Interbrand listing

Abstract: This study aims to investigate the impact of strategic and institutional (normative) corporate social responsibility (CSR) on brand value and brand reputation, based on the strategic and legitimacy theory of CSR. It argues that because CSR strengths represent firms’ proactive approach to satisfy their stakeholders’ interests, the authors expect that this proactive approach is likely to generate an accumulated level of reservoir of goodwill that is positively related to the level of brand value. In contrast, the authors would expect that social irresponsibility (CSR concerns), as a measure of firms’ reactive position to stakeholders’ interests, adversely affects the incremental change in this reservoir of goodwill.,This paper measures strategic CSR using CSR strengths and normative (institutional) CSR from CSR concerns scores from the MSCI ESG (Kinder Lydenburg Domini). This paper measures the level of brand value from the Interbrand listing, and it measures the brand reputation based on changes in brand value and brand ranking from Interbrand’s 100 global brands.,This paper finds evidence to support the authors’ theory that one-, two- and three-year lagged CSR strengths positively affect the level of brand value. This study also finds empirical evidence to support the authors’ hypothesis that CSR concerns adversely affect changes in brand value and brand ranking. This study concludes that the differing impacts of CSR strengths and CSR concerns help the authors better understand the impacts of firms’ pro-action and reaction to stakeholders’ interests ion brand values and ranking.,The findings indicate that strategic CSR enhances brand value, while socially irresponsible activities that are against social norms, values and ethics adversely affect the companies’ legitimacy and adversely affect changes in brand reputation.,This research offers a new perspective to distinguish the differing impacts of CSR strengths and concerns on brand value and brand reputation.

Role of marketing and technological innovation on store equity, satisfaction and word-of-mouth in retailing

Abstract: Purpose Despite the importance of innovation in business performance, investigation into innovation in services is scanty and lacking consensus. In retailing, it is a topic that has been awakening considerable academic and business interest in recent years. In this study context, this work aims to analyse innovation in retail experiences from two aspects – marketing innovation and technological innovation – to understand the role it exercises in satisfaction and subsequent recommendation. Design/methodology/approach The authors’ objective is to investigate the direct and indirect influence of marketing and technological innovation on satisfaction and word-of-mouth (WOM) through three core constructs: store image, consumer value and store brand equity. SEM methodology is applied on a sample of 820 retail customers of grocery, clothing, furniture an electronics store. Findings The results show that technological innovation is more important than marketing innovation in shaping image, value and satisfaction. At the same time, store image is the variable that most influences customer satisfaction and that satisfaction is a very significant antecedent of WOM behaviour. Practical implications for retail managers and further research are presented. Originality/value The main value of this work has been to go deeper into the study of retail innovation, both in marketing and technologies, and its direct and indirect effects on satisfaction and subsequent recommendation through store image, consumer value and store brand equity. It is a new line of study, which is still fragmented and with little empirical evidence.

When perceived ability to influence plays a role: brand co-creation in Web 2.0

Abstract: Purpose The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to engage in co-creation. Additionally, the paper examines the effects of perceived influence on attitude toward the ad and purchase intention. Design/methodology/approach Two studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to influence and not able to influence. Using the results from Study 1, Study 2, a 2 × 2 between subjects factorial design, is used to test the impact that perceived brand influence has on co-creation, attitude toward the ad and purchase intention. Findings The results of this paper offer new insight into consumer co-creation. Instead of co-creation being a constant that a brand can rely on, managers must now consider the attributions that consumers have about the brand. If a brand is perceived as being unable to be influenced, then not only will consumers not engage in co-creation but attitude toward that ad and purchase intention will also decrease. Research limitations/implications This paper focuses exclusively on Millennial consumers. While this segment of the population is large and important, validating the results with a national generalizable sample could shed additional insight into the power of the ability to influence on co-creation. The survey was created to mimic an online social media platform that a consumer interacts with on a regular basis. To further verify the test results, additional platforms for co-creation, including company websites and retail settings, could be tested. Practical implications If a brand wishes to engage Millennial consumers with active co-creation, then the perception of the brand is important for success. Brand managers must create a perception of the brand that is open to engagement with consumers – which allows for consumers to give input and help to shape the brand. Consumers should become comfortable with the idea of the brand asking for, accepting and implementing feedback from customers. Originality/value This paper is the first of its kind to combine attribution theory, theory of reasoned action and co-creation to measure the perceptions that consumers have about a brand. The results of this paper provide valuable insight to the limits and conditions in which co-creation will occur.

SME brand identity: its components, and performance effects

Abstract: Purpose The purpose of this paper is to examine the performance effects of brand identity in small- and medium-sized enterprises (SMEs). Design/methodology/approach The authors examine whether brand identity mediates the relationship between brand orientation and brand performance, and further, whether brand performance leads to better financial performance. The authors also study whether these performance effects are moderated by customer type and industry type. Differing from earlier research, this study analyzes brand identity through its constituent components: brand values, brand vision and brand positioning. The data include altogether 721 effective responses from Finnish SMEs. Structural equation modeling is used for testing the research hypotheses. Findings Brand positioning and brand vision have a direct positive effect on brand performance, which in turn, positively affects financial performance. Brand orientation drives the components of brand identity. Importantly, there is variation in some of the relationships between brand orientation, brand values, brand vision and brand positioning across business-to-business firms and business-to-customer firms, and across firms in service industries and in production industries. Research limitations/implications The research is based on a single-country sample. Including additional factors for the model with the potential to moderate the described relationships is also called for. Future research could also consider new potential brand identity components currently not addressed in the paper. Originality/value This paper contributes to the literature by increasing the knowledge of SME branding.

I create, you create, we all create – for whom?

Abstract: Purpose This research aims to propose that prompted co-creation from a brand to a consumer will increase the value of the consumer to the brand through an increase in brand commitment and purchase intention. Additionally, the study compares the differences of a social media post made by a brand and a social media post made by a celebrity who is endorsing the brand. Design/methodology/approach Two studies were developed. First, a 2 × 2 between-subjects’ experimental design analyzes the effects of prompted and non-prompted co-creation posts by a fictitious brand and celebrity. Study 2 looks to confirm the results of Study 1 using a 2 × 2 between-subjects’ experimental design with a real brand and celebrity for the social media post. Co-creation, brand commitment and purchase intention are the dependent variables in both studies. Findings The studies reveal that a prompted co-creation post – which is a post explicitly asking for consumer feedback – from a brand can increase brand commitment and purchase intention from consumers. Also, the study reveals that, when compared to a celebrity-endorsed message, a branded message shows an increase in brand commitment and purchase intention. The results support the general notion of attribution theory. Research limitations/implications First, the study focused exclusively on millennial consumers. While this group has significant purchasing power, testing the effects of co-creation messages on a more generalizable sample is warranted. Next, the survey takes place in an online social media setting. With the power of social media and e-commerce, this channel is certainly important to study. Practical implications The results of this study bring the co-creation literature into a new area of research. Extending attachment theory and attribution theory into co-creation creates numerous opportunities to further grow the knowledge of the co-creation phenomena. The findings provide insight into the power that a prompted co-creation message can have on a consumer, either from a brand or celebrity endorser source. Practitioners can place a value on prompted and non-prompted co-creation messages originating with a brand. In addition, the research will give practitioners insight into how messages of co-creation are received by millennial consumers. Originality/value This research is the first of its kind for co-creation literature. No research to date examines the effect that a brand or celebrity-endorsed co-creation prompt has on the behavior of millennial consumers. Very little, if any, empirical research has been conducted on the co-creation of brand.

Co-branding strategy in cause-related advertising: the fit between brand and cause

Abstract: Purpose Companies are increasingly incorporating support for social causes in advertising to improve brand image and increase sales, but it is unclear how these behaviours influence purchase intentions. This paper aims to analyse this relationship from a strategic perspective to assess whether the degree of fit of any of the five strategic dimensions that Zdravkovic et al. (2010) propose influence purchase intentions synergistically. Design/methodology/approach This study includes two stages: a qualitative stage to build brand–cause relationships and a quantitative study of one of these relationships to examine which fit dimensions are involved and whether they generate synergy in purchase intentions. Findings Results demonstrate that adjustment to two of the five dimensions is sufficient to influence emotional responses positively. Research limitations/implications This study presents limitations, as it has been developed using a particular sample of university students. Practical implications These analyses provide tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals. Originality/value The analysis provides tools for managers to verify which types of strategic fit operate in this relationship and facilitate co-branding planning to achieve financial goals.

Making the brand appealing: advertising strategies and consumers’ attitude towards UK retail bank brands

Abstract: Purpose The present state of the financial services industry suggests the need for banks to appeal to consumers’ emotions with the aim of improving their reputation; this study aims to explore how UK banks are using emotional appeals in their advertisements and how this shapes consumers’ attitudes towards their brands. Design/methodology/approach Qualitative and quantitative data collection and analysis in a two-stage study – Study 1 analysed the content of 1,274 UK bank advertisements to understand how the banks convey emotional appeals, whereas Study 2 elicited consumers’ perceptions of these advertising appeals and how they influenced their attitudes through semi-structured interview with 33 UK retail bank customers in London and Luton. Findings UK banks are using emotional appeals in their marketing communication strategies. The qualitative findings highlight the bi-dimensional nature of feelings towards the advertisements and how this relates to the brand. There is a lacklustre attitude towards the brands; there was no sense of pride in associating with any bank, even with though there are possibilities of switching; and consumers feel there is no better offer elsewhere as all banks are the same. Practical implications Bank brands should present distinct values about their services to the target audience, endeavour to build relationships with existing customers and reward loyalty. Importantly, financial brands need to engage in and highlight charitable activities and any corporate social responsibility as this can help to improve consumers’ attitudes as they often consider bank brands greedy and selfish. Originality/value Qualitative research methodology was adopted to better understand consumers’ attitudes towards UK retail bank brands.

Self-presentation, privacy and electronic word-of-mouth in social media

Abstract: Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the data have been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences.

The moderating effect of personal features on the consequences of an enjoyable co-creation experience

Abstract: Purpose This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer–brand relationships. Design/methodology/approach Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling. Findings The results of this study show that consumers’ personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer–company relationship. Consumers’ dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing “imaginary” relationships with the product being co-created significantly prior to market launch. Originality/value Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.

The roles of business partners in corporate brand image co-creation

Abstract: Purpose This study aims to examine the roles of business partners in co-creating a corporate brand image. Design/methodology/approach The study adopts different business partners’ perspectives to analyse corporate brand co-creative actions through a case study within a business-to-business company (B2B SME) context. Interviews with the case company’s manager and key business partners were used as the primary source of empirical data. Findings The study suggests a typology of seven roles which business partners adopt in corporate brand image co-creation: co-innovator, co-marketer, brand specialist, knowledge provider, referee, intermediary and advocate. The study also highlights the management of co-creative relationships in corporate brand image co-creation in the context of business partners. Practical implications This study increases the understanding of the complexities and dynamics related to corporate brand image construction and helps managers size the potential of business partner relationships in corporate branding and manage co-creative brand partner relationships. Originality/value The roles are examined by applying a conceptual framework built by combining branding research in a novel way with the role theory. The study also provides a multi-stakeholder perspective to brand co-creation.

A sequential process of brand tribalism, brand pride and brand attitude to explain purchase intention: a cross-continent replication study

Abstract: Purpose The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude. Design/methodology/approach Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses. Findings For these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention. Research limitations/implications Using only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research. Practical implications The psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value. Originality/value Supported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.

A comparison of brand equity strength across consumer segments and markets

Abstract: This paper aims to compare brand equity strength, i.e. the extent to which brand awareness and brand image contribute to purchase propensity, for different segments of consumers (non-users, light users and heavy users) and two different markets (soft drinks and banking, representing a repertoire and a subscription context, respectively).,This aim is pursued using a scalable customer-based brand equity (CBBE) framework, which captures how brand awareness and brand image, on a continuum of brand knowledge, underpin purchase propensity. The framework constitutes a “tool” for the analysis of brand equity strength, and it is applied, alongside a suite of empirical tests, to a large set of longitudinal consumer survey data collected from the same consumers and for both markets.,There are meaningful differences across the three consumer segments considered, especially in relation to brand image values, which are generally greater for more loyal consumers. Furthermore, the overall strength of brand equity is greater for banking brands compared to soft drinks brands.,This research highlights the practical importance of detecting and managing differences in brand equity strength across consumer segments with dissimilar brand loyalty. It also suggests that there is relatively more value in evaluating and managing the CBBE process in subscription markets, than in repertoire markets.,The contribution of this research to brand equity knowledge is twofold. It addresses concerns in relation to the need to analyze brand equity at a disaggregated level and it sheds light on inconclusive findings in relation to the generalizability of CBBE principles across different types of markets.

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

Abstract: Purpose The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude. Design/methodology/approach A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses. Findings The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge. Research limitations/implications This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame. Originality/value This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value

Abstract: Purpose The purpose of this paper is to explore the phenomena of Apple iPhone jailbreaking, a novel scenario where a company actively oppresses and discourages the co-creation of value and customisation of its products by loyal consumers. Design/methodology/approach This paper conducted a qualitative content and thematic analysis of online jailbreaker discourse to understand the motivations and reasons driving consumers to resist a brand to which they remain extremely loyal. Findings Three themes explain jailbreaker motivations: enhanced experience, individual right of self-expression and anti-hegemony. Further two themes explain the differing motivations driving hacktivists to create the “exploits” that are subsequently used by jailbreakers (liberating the masses; status and notoriety). Finally, an integrative conceptual model is provided to showcase how disparate theories of consumer behaviour are synthesised during this novel phenomena. Originality/value In contrast to previous work, the consumer activists featured in this paper are devoted to the brand and product they are resisting. Rather than switching to an alternative brand, these jailbreakers and hacktivists remain loyal to the product in a genuine effort to help the brand. Even more interesting is the brand actively oppressing these loyal consumers’ attempts to modify and, in some cases, improve their products. Overall, this paper highlights the contradictory relationship between Apple and some of its consumers and demonstrates how brand loyalty, dissatisfaction, resistance/activism and co-creation can co-exist within the same consumer–brand relationship.