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Research has started exploring how brand heritage perceptions affect people. However, little attention has been paid to the underlying mechanisms and the link between brand heritage and relational outcomes. This study aims to integrate research on brand heritage with the stereotype-content model (SCM) to offer a novel explanation of why and when consumers identify with heritage brands.

Two quasi-experimental studies with consumers in Germany (N = 312 and N = 300) focus on multiple real brands to test the mediating roles of warmth and competence. Given the central role of anthropomorphism in brand applications of the SCM, two corresponding variables are examined as moderators, one relating to the brand (brand anthropomorphism) and the other relating to the individual (a person’s feeling of loneliness). Category involvement, state anxiety, brand familiarity, past orientation and consumer age are included as controls.

The findings indicate that warmth and competence mediate the brand heritage consumer–brand identification relationship. In addition, they highlight the moderating role of brand anthropomorphism and loneliness.

This study offers a novel process explanation for how brand heritage perceptions influence consumer–brand relationships, contingent upon loneliness and anthropomorphism.

The findings help marketers better understand how and when warmth and competence transmit positive brand heritage effects, resulting in more favorable responses.

To the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and anthropomorphic perspective on consumer responses to brand heritage perceptions.

The purpose of this paper is to examine how users on social media view brands with a heritage. Consumers commonly post opinions and accounts of their experiences with brands on social media. Such consumer-generated content may or may not overlap with content desired by brand managers. Drawing from “The medium is the message” paradigm, this study text-mines user narratives on Twitter1 to shed light on the role of social media in shaping public images of brands with heritage through the lens of the stereotype content model.

The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis.

The results indicate that both user-generated content and sentiment are significantly more positive for brands low rather than high in heritage. Regarding warmth, consumers use significantly more positive words on sociability and fewer negative words on morality for brands low rather than high in heritage. Regarding competence, tweets include more positive words on assertiveness and ability for low-heritage brands. Finally, overall sentiment is more positive for brands low rather than high in heritage.

Important from co-creation and integrated marketing communication perspectives, the findings provide brand managers with actionable insights on how to more effectively use social media.

To the best of the authors’ knowledge, this research is among the first to examine user-generated content in a brand heritage context. It demonstrates that heritage brands, with their longevity and strong links to the past, need to be aware of how contemporary social media can detract from their image.

This paper examines adolescent’ money attitudes in the USA and France. It introduces and validates an 18-item scale for assessing adolescent money attitudes, explores the symbolic values that American and French teens attach to money, identifies the major segments of teens based on their attitudes toward money and assesses the importance that these groups place on price, novelty and brand name.

Twenty-eight in-depth interviews were initially conducted to explore adolescent’ money attitudes, assist in the development of measures and provide a context for interpreting subsequent results. Exploratory factor analysis (among 90 French and 70 American adolescents), followed by confirmatory factor analysis (among 332 French and 273 American adolescents) indicated that six dimensions captured money meanings. These dimensions were used in a subsequent cluster analysis to group teens into segments.

Six dimensions (worry, achievement, status, security, budget and evil) captured teenage money attitudes among French and American adolescents. A cluster analysis based on these dimensions yielded three groups: no worries, success and security. These three groups varied in their attitudes toward money and the importance that they placed on price, brand and novelty in purchasing.

This study provides measures for assessing adolescent money meanings and presents a preliminary segmentation of USA and French adolescents based on their attitudes toward money.

The results explore the impact of money attitudes on adolescent consumption preferences, demonstrate the utility of measuring adolescent’ money attitudes and segmenting adolescents based on these attitudes and emphasize the importance of both cultural and individual differences.

This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of internal differentiation of the personal self, BIC focuses on the degree of complexity in the social self and is defined as a consumer’s subjective representation and psychological state of belongingness to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to the social self.

Three experiments were performed to test BIC’s predictive power. Study 1 measures BIC and tests its influence on the adoption of new brands positioned as unique. Study 2 manipulates BIC through priming and tests its influence on the adoption of new brands that appeal to independence. Study 3 also manipulates BIC and examines its influence on the adoption of brand extensions.

Study 1 demonstrates that high BIC consumers are more likely to adopt a new brand that appeals to a unique social self. Study 2 shows that high BIC individuals are more likely to adopt a new brand that appeals to an independent self. Study 3 shows that high BIC consumers are more likely to adopt a brand extension with a low fit to the parent category. All three studies offer evidence of the mediating role of identity-driven payoffs.

The findings suggest that individuals perceive their multiple brand ingroups to be more or less complex. This outcome merges the social identity theory with consumer–brand relationship research and adds to an emerging stream of research that explores personal, situational and cultural differences in the social self and its relation to commercial offers.

Marketers can benefit from the findings by better understanding which brand appeals will be more effective with target consumers and under what conditions.

This research develops a conceptual framework for understanding the development of brand ingroup-based identity complexity.

During hyper‐competition, disruptive technological innovations germinate causing significant changes in software development organizations' (SDOs) knowledge. The scope and flexibility of the SDO's knowledge base increases; its volatility and the demand for efficiency grows. This creates germane needs to translate abstract knowledge into workable knowledge fast while delivering solutions. The aim of this article is to examine SDOs' responses to such learning challenges through an inductive, theory‐generating study which addresses the question: how did some SDOs successfully learn under these circumstances?

The article takes the form of an exploratory, theory‐building case study investigating seven SDOs' web‐development activities and associated changes in their learning routines during the dot‐com boom.

The SDOs increased their ability to learn broadly, deeply, and quickly – a learning contingency referred as “hyper‐learning” – by inventing, selecting and configuring learning routines. Two sets of learning routines enabled broad and flexible exploratory‐knowledge identification and exploratory‐knowledge assimilation: distributed gate‐keeping; and brokering of external knowledge. Likewise, two sets of learning routines enabled fast and efficient exploitative‐knowledge transformation and exploitation: simple design rules; and peer networks. The authors further observed that SDOs created systemic connections between these routines allowing for fast switching and dynamic interlacing concurrently within the same organizational sub‐units. The authors refer to this previously unidentified form of organizational learning as parallel ambidexterity.

The study contributes to organizational learning theories as applied to SDOs by recognizing a condition where knowledge scope, flexibility, efficiency and volatility increase. It also argues a new form of ambidexterity, parallel ambidexterity, was created and implemented in response to this set of requirements. Parallel ambidexterity differs from traditional exploitative forms where SDOs focus on improving and formalizing their operational knowledge and improving efficiency. It also differs from traditional explorative forms where SDOs focus on identifying and grafting and distributing external abstract knowledge by expanding knowledge scope, flexibility. Most importantly, parallel ambidexterity differs from the widely recognized forms of sequential and structural ambidexterity because exploration and exploitation take place at the same time within the same unit in holographic ways to address volatility. Here learning outcome are applied directly and fast to the tasks for which the learning was initiated.

To assess quantitatively the impact of market orientation on the performance of the firm. While much empirical work has centered on market orientation, the generalizability of its impact on performance has been under‐researched.

A substantive meta‐analysis quantitatively summarizes the results of empirical studies of the direct and indirect impact of market orientation on three outcomes. A second, methodological meta‐analysis assessed the influence of methodological variables on explained variance in performance.

The direct, indirect, and total impacts of market orientation on performance were all significant. Additionally, the geographic location of the study and the performance measure used (but not the scale) affected explained variance.

First, across study contexts, market orientation affects performance. Second, its impact might be stronger than previously thought due to the indirect paths not considered in previous research. Third, the strength of its impact depends on the country in which it was implemented; managers should expect higher payoffs in less developed countries.

The findings of this study significantly refine the body of knowledge concerning the impact of market orientation on the performance of the firm, and thereby offer an improved conceptual framework for marketing planners.

The purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level.

MBA students and faculty in the behavioral sciences were asked to review Hofstede's cultural instrument and to indicate which dimension (power distance, individualism/collectivism, uncertainty avoidance, masculinity/femininity) each particular item was intended to reflect. Subjects were also asked to respond to each item, thus indicating their underlying values. The reliability of each dimension was computed, and the data were factor analyzed to determine whether the various items loaded in a manner that is consistent with Hofstede's framework, thus providing evidence as to discriminant and convergent validity.

This study presents evidence that Hofstede's cultural instrument lacks sufficient construct validity when applied at an individual level of analysis. Overall, a majority of the items were lacking in face validity, the reliabilities of the four dimensions were low, and the factor analyses did not result in a coherent structure.

It is hoped that these findings will eventually lead to a reliable and valid measure that captures the richness of the various cultural dimensions and can be deployed at the individual and sub‐group levels of analysis. Such a measure would be valuable for market segmentation, and for understanding why consumers from diverse regions and cultures react differently to various marketing tactics.

Given the diversity of the world marketplace, it is essential that marketers have a robust measure of culture so that our understanding of consumer behavior can keep pace with a rapidly changing environment.

This paper aims to highlight the importance of examining sub‐cultural attitudes when assessing the animosity of individuals from one nation toward the products of other nations.

The context chosen, Arab and Jewish Israelis' attitudes toward the UK and Italy, provides a strong setting to test the influence of animosity on product judgments and willingness to purchase products from these nations. Attitudes toward British and Italian products were collected in shopping malls and community centers in middle class neighborhoods in Northern Israel. A total of 112 Arab Israeli and 111 Jewish Israeli consumers were sampled.

Both animosity and consumer ethnocentrism led to a decreased willingness to purchase a nation's products. Arab Israelis felt more animosity toward the UK than Jewish Israelis, which negatively impacted their product judgments of British products.

Previous research on the impact of animosity on foreign products has generally looked at nations as a whole, examined contexts where animosity was fairly distant (e.g. Chinese animosity toward Japan from the second world war), and found that animosity does not affect product judgments. The paper examines a more immediate context (current attitudes among Arab and Jewish Israelis), highlights the importance of considering subcultures when studying animosity, and finds that animosity can and does affect the product judgments of foreign products when felt animosity is strong.

Concern about the use of zero-tolerance policies for discipline has led to a search for alternatives such as training in early-warning signs of aggressive behavior and strategies for effective classroom management in schools. This chapter examines the effectiveness of the provision of alternatives to out-of-school suspensions (OSS) in reducing the use of exclusionary discipline for minor misbehavior and the school characteristics associated with these provisions.

This analysis uses the 2008 panel from the National School Survey on Crime and Safety to explore this question for approximately 1,000 high schools. The analysis is a probit regression analysis to examine the association between the provision of alternatives to OSS, school characteristics, and the use of OSS for low-level suspensions. This analytic approach provides wide generalizability for the findings, though it does also limit an ability to identify individual school- or student-level effects.

Findings based on probit regression analysis suggest that structural characteristics of schools – beyond student characteristics – are only somewhat related to variation in the use of OSS for low-level infractions and, on average, the availability of alternatives to OSS do not strongly decrease the frequency of OSS for lower-level infractions. These findings are important in the current era of discipline policy scrutiny where schools and policy-makers are searching for alternatives to traditional suspension practices in a limited empirical evidence base.

While these alternatives hold great promise, little is known about their effectiveness in addressing behavior problems and/or reducing OSS. More importantly, even less is known about the characteristics of schools likely to enact alternatives.

The purpose of this paper is to present a global view of the research that has been conducted regarding brand personality by using the Core Collection of the Web of Science (WoS) as a reference. The main bibliometric indicators considered are number of articles, number of citations, main authors, principal journals, institutions, countries and keywords.

Through a bibliometric investigation, this paper performs an analysis of investigations of brand personality that have been conducted to date. In particular, the analysis focuses on the papers that have generated the greatest impact in the scientific community, the journals that have given the most attention to this concept and the authors who have most strongly influenced the academic world in this field. The analysis reveals a series of relationships between the bases of knowledge considered for different authors and journals and the structure of those relationships based on the keywords considered in each contribution.

This analysis allows to obtain a general and impartial view of brand personality research, and it reveals the most relevant contributions to the academic world in terms of authors, journals, institutions, countries and keywords. The analysis shows that the concept under study seems to still be in an early stage of development and there may well be an important amount of development ahead. Although there have been important contributions to this field, work is still required to consolidate this knowledge.

The information provided pertains to a relatively specific subject but is still general when considered within the context of this topic and thus leaves aside elements that could greatly enrich the analysis. However, this work presents some important guidelines for conducting in-depth academic research and publication.

This work identifies the most productive and influential authors, journals, institutions and countries regarding this important topic, as well as the leading trends in this field. Applying those concepts would be helpful to improve the effectiveness of the promotion of brands and products.

The work developed in this article provides an overview of the academic research on brand personality that has been conducted as of April 2018. Another differential characteristic is that this research deeply investigates this concept, considering all the articles published in WoS worldwide.