Showing papers in "Journal of Product & Brand Management in 2019"
TL;DR: In this paper, the authors identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy, and loyalty through the mediating effects of brand love.
Abstract: This paper aims to identify the impacts of brand communities on relational outcomes such as word-of-mouth, advocacy and loyalty through the mediating effects of brand love.,In total, 510 valid questionnaires were collected from Portuguese consumers. Structural equation modeling was used to test the proposed hypotheses.,This investigation shows how brand communities may contribute to reinforce the bonds between brands and customers by introducing love in these relationships. The results of this study show that the identification dimension of brand communities has an important effect on brand love, word-of-mouth, advocacy and brand loyalty. Building on the foundations of previous studies, this research also highlights the role of brand love on word-of-mouth, brand advocacy and brand loyalty and the impact of brand loyalty on word-of-mouth, brand advocacy and brand loyalty.,This investigation makes two major contributions: first, investigating the impacts of brand communities, and second, using the mediating effects of brand love on relational outcomes.
98 citations
TL;DR: In this article, the impact on brand love of consumption experience at the dimensional level and whether brand love mediates between consumption experience and customer engagement in the context of Generation M was investigated.
Abstract: The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M.,A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus.,The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement.,This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love.,The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.
93 citations
TL;DR: In this article, a cross-sectional survey was applied to two independent samples to understand differences in consumer brand engagement according to the functional or emotional nature of consumer-brand relationships and its direct and/or indirect impact on brand loyalty.
Abstract: The purpose of this study is to understand differences in consumer brand engagement (CBE) according to the functional or emotional nature of consumer–brand relationships and its direct and/or indirect impact on brand loyalty (BL). Additionally, the study aims to compare CBE and Satisfaction as predictors of BL, considering the two types of consumer–brand relationships.,A cross-sectional survey was applied to two independent samples. Respondents of one of the samples were asked to recall a brand with which they had a functional relationship, while the other respondents were asked to consider a brand with which they had an emotional relationship. To test research hypotheses, a causal model using SEM was developed.,Results validate CBE as a three-dimensional construct, stronger for emotional than functional brand relationships and show its significant direct and indirect impact on BL. Through a comparative analysis, findings also prove that the effects of CBE on BL, directly or indirectly through Satisfaction, are stronger for emotional relationships, while Satisfaction is a stronger direct predictor of BL for functional brand relationships.,Addressing calls to focus on the impact of specific brand types on engagement, this study allows a better understanding of the moderating role of functional and emotional relationships on CBE. This study further adds to the existing body of knowledge by establishing the mediating role of Satisfaction and comparing the contribution of CBE and Satisfaction to BL according to the nature of consumer–brand relationships. Overall, our findings enhance knowledge on how consumers engage with and become loyal to brands, offering important implications for brand managers.
90 citations
TL;DR: In this article, a model that maps out the antecedents, process and consequences to explain how consumers process and respond to fake news about brands on Facebook was proposed and tested.
Abstract: Drawing on theoretical insights from the persuasion knowledge model (PKM), this study aims to propose and test a model that maps out the antecedents, process and consequences to explain how consumers process and respond to fake news about brands on Facebook.,Contextualizing the fake news about Coca-Cola’s recall of Dasani water, an online survey was conducted via Qualtrics with consumers in the USA (N = 468). Data were analyzed using covariance-based structural equation modeling.,Results showed that self-efficacy and media trust significantly predicted consumers’ persuasion knowledge of the fake news. Persuasion knowledge of the fake news significantly influenced consumers’ perceived diagnosticity of the fake news and subsequent brand trust. Furthermore, persuasion knowledge of the fake news mediated the effects from self-efficacy on perceived diagnosticity of the fake news and brand trust, respectively.,This study contributes to the literature of brand management by examining how consumers process and respond to fake news about a brand. It also extends the persuasion knowledge model by applying it to the context of fake news about brands on social media, and incorporating antecedents (self-efficacy and media trust) and consequences (perceived diagnosticity and brand trust) of persuasion knowledge in this particular context. Practically, this study provides insights to key stakeholders of brands to better understand consumers’ information processing of fake news about brands on social media.
80 citations
TL;DR: In this article, the authors investigated the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands.
Abstract: This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.,The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.,The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.,Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.,This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
66 citations
TL;DR: In this article, the role of brands as relationship builders is discussed and a review of the recent developments and key literature in the area of consumer-brand relationships is presented, with reference to Fournier's seminal work and data collected for the period between January 2010 and November 2018.
Abstract: This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.,This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.,First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.,This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.
62 citations
TL;DR: Zhang et al. as discussed by the authors proposed a conceptual model portraying brand engagement as a function of members' brand psychological ownership (BPO) and value-congruity and investigated the effect of brand engagement on brand attachment and brand purchase intentions.
Abstract: Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and brand purchase intentions.,Data were collected from 275 brand community members who do not own the brand. Six different brand communities were shortlisted and offline events were targeted. For testing the hypothesised relationships, the authors used structural equation modelling.,The results indicate that BPO and value-congruity positively influence the brand engagement of the members, which further influences the brand attachment and brand purchase intentions. It is also observed that brand attachment mediates the effect of brand engagement on brand purchase intentions.,The primary limitation of this paper is the research context, which needs to be further replicated. The specific customer-segment approach of the study adds a new direction to the scope of brand engagement in the brand management domain.,The study shows that brand managers need to expand their focus from existing brand customers to non-customers as brand engagement subjects because the non-brand owners can also experience brand attachment and develop intentions to purchase the brand, if engaged.,The study endorses the role of psychological ownership theory in brand engagement research; explores the feasibility of brand engagement among “non-owner community members”; highlights the role of their engagement in enhancing attachment towards the brands and purchase intentions; and sheds light on the blurred boundaries between brand engagement and brand attachment.
57 citations
TL;DR: This paper analyzed 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period to uncover the drivers of consumer-brand engagement on Facebook, understood here as users' behavioral responses in the form of clicks, likes, shares and comments.
Abstract: This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content.,This study analyzes 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period. It investigates the relationship between interactive cues and media richness with consumer engagement using a negative binomial model.,Results show positive relationships for both interactivity cues and media richness content components on increasing consumer-brand engagement outcomes. The findings add clarity to previous inconsistent findings in the marketing literature. CTAs enhance all four engagement behaviors. Media richness also strongly influences all engagement behaviors, with visual imagery (photos and videos) attracting the most consumer responses.,The sampled posts pertain to one brand (a radio station) and are thus concentrated within the media/entertainment industry, which limits the generalizability of findings. In addition, the authors limit their focus to Facebook but recognize that findings may differ across more visual or textual social networking sites.,The authors uncover the most effective pairings of media richness and interactivity components to trigger marketer-desired, behavioral responses. For sharing, for example, the authors show that photo-based posts are more effective on average than video-based posts. The authors also show that including an interactive call to act to encourage one type of engagement behavior has a near-universal effect in increasing all engagement behaviors.,This study takes two widely used concepts within the communications and advertising literatures – interactivity cues and media richness – and tests their relationship with engagement using real and actual users’ data available via Facebook Insights. This method is more robust than surveys or wall scrapping, as it mitigates Facebook’s algorithm effect. The results produce more consistent relationships than previous content marketing studies to date.
56 citations
TL;DR: In this paper, a new conception of the brand polarization phenomenon and exploratory findings on the benefits of consumers' negativity towards brands in the context of brand polarization are reported, which can represent an opportunity for companies when brand polarization occurs.
Abstract: Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of the brand polarization phenomenon and reports exploratory findings on the benefits of consumers’ negativity towards brands in the context of brand polarization.,To develop a conception of brand polarization, the paper builds on research on polarizing brands and extends it by integrating insights from systematic literature reviews in three bodies of literature: scholarship on brand rivalry and, separately, polarization in political science and social psychology. Using qualitative data from 22 semi-structured interviews, the paper explores possible advantages of brand polarization.,This paper defines the brand polarization phenomenon and identifies multiple perspectives on brand polarization. Specifically, the findings highlight three distinct parties that can benefit from brand polarization: the polarizing brand as an independent entity; the brand team behind the polarizing brand; and the passionate consumers involved with the polarizing brand. The data reveal specific advantages of brand polarization associated with the three parties involved.,Managers of brands with a polarizing nature could benefit from having identified a group of lovers and a group of haters, as this could allow them to improve their focus when developing and implementing the brands’ strategies.,This exploratory study is the first explicitly focusing on the brand polarization phenomenon and approaches negativity towards brands as a potential opportunity.
54 citations
TL;DR: In this article, the authors examine the drivers and outcomes of the usage intention of branded mobile applications and reveal findings of theoretical and practical relevance, including the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention.
Abstract: This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of branded apps driving (directly and indirectly) usage intention. Second, it outlines two key outcomes that are relevant to the strategic management of branded apps: willingness to recommend the app and willingness to pay to continue using the app.,This study uses data randomly derived from a panel of one million UK consumers, analyzed via structural equations modeling. The unit of analysis was individual apps prominently displaying a brand identity. The study tested indirect relationships between the key drivers considered and usage intention via perceived usefulness and ease of use.,Consumers who view branded apps as protecting their privacy, customizable and compatible with what they do, will have stronger perceptions of usefulness and ease of use and greater intention to use the app. These effects also occur indirectly. Furthermore, usage intention drives the willingness to recommend the app and to pay to continue using it.,To influence usage intention, managers can improve the perception of usefulness of branded apps by protecting consumer privacy and improving the app’s design and its compatibility with people’s needs and lifestyle. Managers can also enhance the perception of ease of use of the branded app by heightening its security and ubiquity. Combined, these factors can enhance (directly and indirectly) the intention to use the app, which will lead to the willingness to recommend the app and pay for it.,This study extends previous research by examining factors driving the intention to use branded apps and the resulting outcomes. It also offers a model that yields predictions for individual branded apps (not the brand powering the app), thus providing practical recommendations on how to manage, in general, apps with a brand identity.
53 citations
TL;DR: In this article, a parsimonious model was developed and tested to test the links among four relational benefits, i.e. confidence, socialization, self-expression, and altruism, and two relational mediators, namely, satisfaction and relationship quality.
Abstract: The study aims to develop and test a relationship-building model for green brands. It synthesizes findings on the consumer motives offered by green brands, with relationship marketing and branding literature to the specific context of green brands to build a parsimonious model testing the links amongst four relational benefits, i.e. confidence, socialization, self-expression and altruism; two relational mediators, i.e. satisfaction and relationship quality; three behavioural outcomes, i.e. word-of-mouth, expectation of continuity and cross-buying; and two moderators of the benefits-mediators relationship, i.e. environmental consciousness and relationship length.,Data are collected from consumers of three brands of natural cosmetic products, totalling 848 questionnaires. Structural equation modelling is used to test the hypothesized relationships across the three brands.,The results show that confidence benefit has the strongest influence on relationship quality, followed by self-expression and altruism. Relationships quality and satisfaction with the green brand have a significant impact on all three behavioural outcomes. Both environmental consciousness and length of the relationship moderate the hypothesized interrelationships.,A new set of relational benefits for the green context is suggested. Several future research opportunities are suggested.,The study offers suggestions for managers to leverage relationship benefits for relationship strengthening.,No previous work has studied in an integrated way the relationship benefits and mediators to model the consumer–green brand relationship. The study provides a better understanding of the antecedents of consumer loyalty towards green brands.
TL;DR: In this article, the authors explored the relationship between website quality and consumer-brand engagement in online environments and found that all the consumer-generated media stimuli are positively related to the dimensions of emotions.
Abstract: This paper aims to explore the relationships between website quality – through consumer-generated media stimuli-, emotions and consumer-brand engagement in online environments.,Two independent studies are conducted to examine these relationships. Study 1, based on a sample of 366 respondents, uses a structural equation modelling approach to test the research hypotheses. Study 2, based on 1,454 online consumer reviews, uses text-mining technique to examine further the relationship between emotions and consumer-brand engagement.,The findings show that all the consumer-generated media stimuli are positively related to the dimensions of emotions. However, only pleasure and arousal are positively related to the three variables of consumer-brand engagement. The findings also show cognitive processing as the strongest dimension of consumer-brand engagement providing positive sentiments towards brands.,The findings provide marketers with an understanding of how valid, useful and relevant content (i.e. information/content) creates a greater emotional connection and drive consumer-brand engagement. Marketers should be aware that consumer-generated media stimuli influence consumers’ emotions and their reaction.,This study is one of the firsts to adapt and apply the S-O-R framework in explaining online consumer-brand engagement. This study also adds to the brand engagement literature as the first study that combines PLS-SEM approach with text-mining analysis to provide a better understanding of these relationships.
TL;DR: In this article, a quantitative 2 × 2 (source type: brand versus fashionista), visual image type: product-centric versus consumer-centric, and consumers' characteristics (vanity, opinion leadership and fashion consciousness) were tested for Instagram-based luxury brand recognition.
Abstract: Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust.,A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric luxury) between-subjects online experiment (N males = 195 and N females = 182) was conducted by recruiting participants from MTurk.,Logistic regression analyses indicated two-way interaction effects between sources and visual images on brand recognition. Brand recognition was higher for product-centric images when the source was the fashionista, whereas brand recognition was equivalent regardless of the image type when the source was the brand. Logistic regression and multiple regression analyses revealed the moderating effects of sources and visual images on the association between consumer traits and branding outcomes.,Meticulously choosing effective methods of showcasing branded content and persuasive luxury visual image strategies via Instagram is more important for fashionistas than for established brands in increasing brand recognition. Instagram fashionistas are more effective in increasing females’ brand trust through delivering product-centric visual images when targeting women with high vanity, opinion leadership and fashion consciousness. Brands as the Instagram profile source are more persuasive in increasing males’ brand trust through delivering product-centric visual images when targeting men with high vanity.,This experiment provides theoretical discussions and empirical findings about social media influencer marketing and managerial implications for Instagram-based luxury branding. This research revolves around the overarching theme of the interactive effects of multifaceted branded contents and market segments in social media influencer marketing environments.
TL;DR: In this paper, a brief review of the principal tenets of practice theory (IES) and use structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process.
Abstract: Although place branding is increasingly popular in research as well as in local, regional and national political agendas, the theoretical foundations of the place branding discipline are still underdeveloped. By embracing the stream of identity-based studies, this paper aims to attempt to demonstrate that place brands can be usefully approached through an emphasis of their cultural traits and the practical connection between culture, identity and image.,In constructing its theoretical arguments, the paper challenges the place branding model propounded by Kavaratzis and Hatch (2013), and uses practices as units of analysis. The paper conducts a brief review of the principal tenets of practice theory(IES) and uses structuration theory as a theoretical device to demonstrate how this theory can provide a (still lacking) theoretical anchorage for the place branding process.,The usefulness of structuration theory for understanding the place branding process is analysed at both the strategic and tactical levels by means of two illustrative examples. Structuration theory proves to be a solid theory which links the constitutive elements of the place branding process, i.e. culture, identity and image, and to inspire further theoretical elaborations and empirical efforts grounded on this theory.,This is the first paper which uses practice theory(ies) in general and structuration theory in particular to explain the place branding process. The theoretical arguments advanced provide valuable guidance for further theoretical elaborations and empirical applications.
TL;DR: In this paper, the authors examined the effectiveness of crisis response strategies of denial and attack in addressing rumors about consumer privacy when non-profit organizations are targeted on social media and found that issue involvement plays a key role in message perceptions of false information regarding consumer privacy in social media.
Abstract: The dissemination of fake news has accelerated with social media and this has important implications for both organizations and their stakeholders alike. Hence, the purpose of this study is to shed light on the effectiveness of the crisis response strategies of denial and attack in addressing rumors about consumer privacy when non-profit organizations are targeted on social media.,To test the hypotheses, a 2 (response type: denial vs attack) × 2 (privacy concerns: low vs high), between-group online experiment was conducted via Qualtrics.,The results indicated that one’s involvement level in the issue determines the effectiveness of the crisis response strategy. Data showed that attacking the source of fake news (as a crisis response) reduces the message’s credibility more than denying fake news. Furthermore, highly involved individuals are more likely to centrally process information and develop positive supportive intentions toward the affected non-profit brand. High issue involvement also predicted organizational and response credibility. Conversely, an attack rebuttal message increased the credibility of the circulated malicious rumors for low involved individuals.,The findings suggest that issue involvement plays a key role in message perceptions of false information regarding consumer privacy in social media.,Practically, this study offers insights for organizations that are developing response strategies in the current environment of fake news. Findings from this study suggest that organizations need to consider the degree to which audiences are currently involved in an issue before deciding how aggressively to respond to perpetrators of fake news.,The present study examines the intersection of fake news and crisis management in the non-profit sector, with an emphasis on various response strategies and issue involvement. This is one of the first attempts to experimentally investigate how social media strategies can defend and protect non-profit reputation in the fake news era.
TL;DR: The creation and dissemination of fake news can have severe consequences for a company's brand as mentioned in this paper, and researchers, policymakers and practitioners are eagerly searching for solutions to get us out of this trap.
Abstract: Purpose:The creation and dissemination of fake news can have severe consequences for a company’s brand. Researchers, policymakers and practitioners are eagerly searching for solutions to get us out ...
TL;DR: In this article, a parsimonious and practical online brand advocacy scale is proposed, which is based on the concept of virtual positive expression (VPE) and is used for measuring online brand health.
Abstract: Despite an increasing interest in online brand advocacy (OBA) and the importance of online brand conversations, OBA’s conceptualization, dimensionality and measurement are unclear, which has created confusion. This paper aims to answer calls from researchers and practitioners for a better understanding and measurement of OBA. The development and validation of a parsimonious and practical OBA scale is outlined in this paper.,A multi-methods, multi-stage approach was followed to develop a parsimonious OBA scale. From an initial pool of 96 items obtained from qualitative research and from items used in prior general brand advocacy scales, a test-retest reliability study is followed. Academic judges were consulted to verify dimensionality, followed by two separate online surveys to further purify the scale and assess criterion-related validity. Programs including SPSS, AMOS and WarpPLS were used.,This research extends the knowledge of OBA by developing and testing a parsimonious and practical 16-item, four-dimensional OBA scale. Unlike previous attempts to measure OBA, this study suggested OBA as a multidimensional construct with four dimensions (i.e. brand defense, brand information sharing, brand positivity and virtual positive expression). Further, this study showed that OBA is conceptually different from consumer–brand engagement and electronic word-of-mouth.,Future research is encouraged to validate the OBA scale in various contexts and locations. Researchers can use the new OBA scale to examine potential brand-related antecedents and consequences of OBA.,This study provides brand and marketing practitioners with a better understanding of brand advocacy occurring online. The OBA scale offers clear markers or trademarks that will be useful in assessing any brand’s health online and to track and better manage online brand communications and performance.,This research provides the first empirical investigation of Wilk et al.’s (2018) exploratory insights into OBA. The resulting parsimonious scale has furthered OBA as a new area for academic enquiry and presented practitioners with a practical way of measuring OBA.
TL;DR: In this paper, the authors discuss the potential implications of blockchain technology for brand-consumer relationships, including the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature: brand positioning and corporate brand image, consumer-brand relationships, online brand communication and consumers' trust in the brand.
Abstract: The purpose of this conceptual paper is to delve into the implications of blockchain technology adoption for brands and consumers. Drawing on the existing branding literature and real-life applications of blockchain, the challenges, risks and opportunities from blockchain adoption for four important areas of the branding literature are canvassed (i.e. brand positioning and corporate brand image, consumer–brand relationships, online brand communication and consumers’ trust in the brand). Also, a future-oriented discussion is provided that highlights some important avenues for researchers in the field.,This conceptual paper sheds light on the potential implications of blockchain technology for brand–consumer relationships. To do so, an analytical review of the blockchain literature is conducted, the nature of blockchain technology is presented and its unique features and functions for brand–consumer interactions are discussed.,This paper ignites an exploratory discussion around how blockchain applications and platforms can affect consumer–brand relationships, drawing on a number of real-life examples of blockchain adoption. This discussion sheds light on how blockchain features can impact on various areas of interest for strategic brand management, such as the adoption of digital currencies, brand storytelling, use of blockchain-enabled loyalty programmes, role of intermediaries in online advertising, counterfeit consumption, brand transparency and trust for brands in online marketplaces, amongst others.,This is one of the first conceptual efforts in the branding literature that draws on the scarce existing knowledge around blockchain adoption and discusses the potential implications of blockchain technology for brands and consumers whilst also providing directions for future research.
TL;DR: In this article, a causal model of brand cultural symbolism, consumers' enduring cultural involvement, brand authenticity and consumer well-being is developed based on the self-determination theory and the authenticity theory.
Abstract: Purpose
This paper aims to improve knowledge regarding the complicated relationship among brand cultural symbolism, consumer cultural involvement, brand authenticity and consumer well-being. Although some literature has mentioned the relationship between the above concepts, these relationships have not been confirmed by empirical studies.
Design/methodology/approach
Based on the self-determination theory and the authenticity theory, a causal model of brand cultural symbolism, consumers’ enduring cultural involvement, brand authenticity and consumer well-being is developed. The structural equation model and multiple regressions are used to test the hypothesis. The primary data are based on an online survey conducted in China (N = 533). A total of six brands from the USA, France and China were selected as study samples.
Findings
The data reveal that brand cultural symbolism has a positive relationship with brand authenticity and consumer well-being; brand authenticity partially mediates the relationship between brand cultural symbolism and consumer well-being; and find a weakening effect of consumers’ enduring cultural involvement on the relationship between brand cultural symbolism and brand authenticity.
Research limitations/implications
The weakening effect of consumers’ enduring cultural involvement on the relationship between brand cultural symbols and brand authenticity should be further verified through experiments and the model should be tested in different cultural backgrounds from a cross-cultural perspective.
Practical implications
The present study offers novel insights for brand managers by highlighting brand authenticity as the fundamental principle that explains the effect of cultural symbolism of brands, consumers’ enduring cultural involvement, as well as eudaimonic and hedonic well-being.
Originality/value
The findings suggest that cultural significance of a brand is closely related to brand authenticity and consumer well-being; however, on consumers with a highly enduring cultural involvement, the effect of brand culture symbolism and brand authenticity is weakened. This is an interesting finding because in this case, consumers may measure brand authenticity more based on the brand actual behavior (e.g. brand non-commercial tendency and brand social responsibility) rather than the symbolic image.
TL;DR: In this article, the authors investigated consumers' affective and behavioural negative reactions towards a faulty brand during a values-related crisis and a performance-related one by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic).
Abstract: Previous research on brand crisis has introduced the difference between a values-related crisis and a performance-related crisis. However, little remains known regarding consumers’ varying negative responses towards these two different types of brand misconduct. This paper aims to investigate and compare consumers’ affective and behavioural negative reactions (i.e. negative word of mouth and purchase intention) towards a faulty brand during a values-related crisis and a performance-related crisis by testing the mediation of negative emotions and introducing the moderating role of cultural belongingness (collectivistic vs individualistic).,The authors tested a model of moderated mediation in a cross-cultural investigation on a sample of 229 Italian and Asian consumers. The study is a 2 (cultures: collectivistic vs individualistic) × 2 (crisis: performance-related vs values-related) between-subjects experimental design. The moderated mediation model shows that consumers’ negative reactions (negative word of mouth and negative purchase intention) towards a faulty brand involved in different crisis typologies is explained by the mediating role of negative emotions, and that this mediation depends on a consumer’s cultural belongingness.,The results suggest that consumers belonging to a collectivistic culture (e.g. Asian culture) tend to react in a more severe and strict manner when faced with a values-related brand crisis event then when faced with a performance-related crisis. The arousal of negative emotion towards a brand represents the mediating variable in behavioural responses (i.e. negative word of mouth and purchase intention).,The present study extends current knowledge in the field of consumers’ negative response to brand irresponsibility behaviours while introducing the role of crisis typology and cultural belongingness. In particular, individualistic people are more sensitive to a values-related crisis in comparison with a performance-related one. The findings of this study have strong managerial implications for defining effective response strategies to negative events involving brands in different markets.
TL;DR: In this article, the authors explored the impact of brand authenticity on forming self-reinforcing assets (enticing the self, enriching the self and enabling the self), which subsequently influence the brand-self connectedness and consumers' behavioral intentions.
Abstract: This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions.,The authors surveyed 347 consumers in the USA and Brazil and used structural equation modeling to test the relationship among brand authenticity, self-reinforcing assets, brand-self connectedness and behavioral intentions.,Brand authenticity was found to influence the self-reinforcing assets. In turn, the self-reinforcing assets promoted closeness toward the brand, thereby increasing the behavioral intentions of consumers to buy a product, visit a store/website in the future and recommend the brand to other people.,Marketing practitioners can use these results to promote better brand positioning by considering brand authenticity as a key factor in how consumers cognitively assess brands.,This paper shows that brand authenticity is a key antecedent of consumer–brand self-reinforcing assets.
TL;DR: In this article, the authors investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in the brand equity.
Abstract: In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity.,With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect.,The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary.,The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity.,Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.
TL;DR: In this article, the authors investigated the relationship between color identity, brand association and other factors, including brand loyalty, and found that subfactors that comprise the color identity construct are closely related to the components of brand association.
Abstract: This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.,Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.,The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.,The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.,In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.,Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
TL;DR: It is revealed that providing a high-quality user manual should be an essential element of product management and development strategies and the need for companies that particularly sell complex products with long product life cycles must invest in providing high- quality user manuals.
Abstract: The purpose of this paper is to investigate the elements of user manual quality and its influences on perceived product quality and customer satisfaction in an integrated model structure.,Survey method was used to evaluate user manual quality and its influences on perceived product quality and customer satisfaction. Electrical appliances consumers were chosen in our sample. Factor analysis and structural equation modeling were performed to introduce, test and validate the user manual quality dimensions and also test the hypotheses.,The findings show a positive significant relation between user manual quality and perceived product quality, and this result demonstrates that consumers perceive user manual quality as a part of their quality evaluation related to the product. The results point out that user manual quality is essential for both low- and high-value products regarding customer satisfaction. The findings also reveal that perceived product quality mediates the influence of user manual quality on customer satisfaction.,This study reveals that providing a high-quality user manual should be an essential element of product management and development strategies. The findings also highlight the need for companies that particularly sell complex products with long product life cycles must invest in providing high-quality user manuals. This will enhance perceived product quality and in turn customer satisfaction.,Although some prior studies address user manuals in the relevant literature, these studies did not examine the elements of user manual quality and their impact on consumers’ perceptions of the product quality and their satisfaction evaluations in a research model. This paper attempts to fill this gap in the literature. In addition, the authors found two major dimensions of user manual quality as content-related elements and representational/format-related elements of the user manual.
TL;DR: In this paper, the authors used a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale and found that brand avoidance is a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit-value avoidance, experiential avoidance and advertising-related avoidance.
Abstract: The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations. Therefore, this paper aims to draw on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols.,The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial least squares structural equation modelling is used to analyse the data through a systematic formative measurement approach,This paper finds brand avoidance to be a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit–value avoidance, experiential avoidance and advertising-related avoidance. The paper further validates this scale by testing with non-purchase intention and identifies its positive relationship with brand avoidance.,This study fulfils the calls in the literature to provide a measurable scale for studying negative brand phenomena in consumer–brand relationship research.
TL;DR: In this paper, the authors identify five principal domains of influence upon which the firms based their approach to social media negativity, and suggest that these domains can be fundamentally categorised as either relational domains built on human exchanges or transformational domains rooted in less tangible elements of corporate culture and operational practices that can have a significant impact upon a brand's socially mediated exchanges.
Abstract: The purpose of this study is to empirically examine the manner in which companies mitigate negative sentiment in social media and to map the forces that may lead to pre-emptive strategies.,Case studies were drawn from the retail fashion industry using data collected from semi-structured, in-depth interviews with practitioners and a netnographic examination of company artefacts and social media conversations.,The findings identify five principal domains of influence upon which the firms based their approach to social media negativity. The authors suggest that these domains can be fundamentally categorised as either relational domains built on human exchanges or transformational domains rooted in less tangible elements of corporate culture and operational practices that can have a significant impact upon a brand’s socially mediated exchanges.,The research provides guidance based on empirical observation of effective strategies utilised by firms, emphasising robust systems integration, a holistic management ethos, and leveraging of third-party alliances.,Bringing together disparate cross-disciplinary elements, the research contributes to knowledge by highlighting opportunities for the development of a proactive rather than reactive approach to online brand negativity and deepens the understanding of applied brand management techniques adopted to address negative social media encounters. The authors provide a series of contemporary and empirically grounded recommendations for practitioners that offer substantive insights.
TL;DR: In this paper, the role of consumer vanity and brand consciousness in the context of luxury consumption is investigated and the mediating effect of brand consciousness as a mediator between consumer vanity, attitude towards luxury brands and purchase intentions is analyzed.
Abstract: There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption.,To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling.,The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments.,The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features.,This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.
TL;DR: The authors provides recommendations and guidance for the use of narrative response based on storytelling and brand management literature, highlighting authenticity and emotional engagement as keys to effective storytelling, which can be used to help brand managers respond to fake news stories when rational appeals fail.
Abstract: Brand value is increasingly threatened by fake news stories; the purpose of this paper is to explain how narrative response can be used to mitigate this threat, especially in situations where the crisis is severe and consumers are highly involved.,This conceptual paper derives recommendations and guidance for the use of narrative response based on storytelling and brand management literature.,This paper highlights authenticity and emotional engagement as keys to effective storytelling.,Current managerial approaches to dealing with misinformation are insufficient, as they presuppose an audience that can be convinced based on facts; this paper can be used to help brand managers respond to fake news stories when rational appeals fail.,This paper provides insight into brand management strategies in the era of fake news.
TL;DR: In this article, the effect of game repetition, game repetition and brand familiarity on mobile advergame players' brand attitude and purchase intention was investigated. And the results revealed that the independent variables significantly influenced the dependent variables explored in this study.
Abstract: Purpose
This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.
Design/methodology/approach
Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.
Findings
The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players’ flow experience, which in turn significantly affects players’ purchase intentions.
Research limitations/implications
The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.
TL;DR: In this paper, a survey of 467 members of online brand community was conducted, and structural equation modeling was used to test hypotheses, and the results showed that perceived visible heterogeneity positively affects brand community commitment, whereas perceived value heterogeneity has a negative effect on it.
Abstract: Despite the increasingly common view that online brand community (OBC) members are heterogeneous, knowledge concerning the impact of group heterogeneity on community and brand level outcomes is lacking. In response and drawing from organization research, this paper aims to study the consequences of two types of group heterogeneity (i.e. visible heterogeneity and value heterogeneity) on brand community commitment and brand commitment. The moderating role of tenure in a community is also examined.,A survey of 467 members of OBCs was conducted, and structural equation modeling was used to test hypotheses.,The results show that perceived visible heterogeneity positively affects brand community commitment, whereas perceived value heterogeneity has a negative effect on it. Brand community commitment positively relates to brand commitment; it also mediates the effect of perceived visible heterogeneity and perceived value heterogeneity on brand commitment. Further, the positive effect of visible heterogeneity on brand community commitment is stronger for short-tenure members, but the negative effect of value heterogeneity is stronger for long-tenure members.,The findings suggest that managers should make efforts to foster visible heterogeneity and reduce value heterogeneity. In addition, managers are advised to emphasize the characteristics that carry different appeal for members of different tenure.,This research is one of the first few quantitative studies to examine the influence of brand community heterogeneity on community, and especially brand level outcomes. It extends the literature on the effect of brand community on brands and adds to the emerging heterogeneity view of OBCs.