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Article
Publication date: 12 May 2022

Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi and Miguel Ángel Zúñiga

From a distinctiveness theory and elaboration likelihood model (ELM) perspective, this study aims to investigate the determinants, the direct and indirect effects of…

Abstract

Purpose

From a distinctiveness theory and elaboration likelihood model (ELM) perspective, this study aims to investigate the determinants, the direct and indirect effects of ethnic identification on brand attachment, brand love and behavioral outcomes. The authors examine two types of products (high- vs low-involvement).

Design/methodology/approach

In a survey, participants were randomly assigned to four conditions consisting of two high-involvement (i.e. a smart watch and a car) and two low-involvement (i.e. a soda/soft drink and a shampoo) stimuli. A total of 192 respondents participated in this study; 39% were male, 61% were female and 90% were 18-22 years old.

Findings

In line with ELM, the authors offer evidence that ethnic advertising is more effective for low-involvement products targeted at African American consumers. Results also showed that brand attachment partially mediates the effect of ethnic identification with the ad (EthIdenAD) and brand love. In summary, the structural equation modeling (SEM) results support the efficacy of ethnic-targeted ads for developing brand attachment, brand love and behavioral outcomes.

Practical implications

Using ethnically targeted ads to target minority groups may not be sufficient to increase the efficacy of ads. According to distinctiveness theory, African Americans with different levels of ethnic identification will respond differently to ad attitudes, brand attachment, brand love, identification with the model in the ad and varying degrees of belief that the ad was targeted toward them.

Originality/value

This study examines the effect of ethnically targeted advertising on brand love, and behavioral outcomes with the mediation effect of brand attachment and moderation effect of product involvement. The results of this study suggest several theoretical and practical implications for marketing and brand management, including directions for advertising strategy and consumer–brand relationships.

Details

Journal of Consumer Marketing, vol. 39 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 29 April 2022

Svetlana V. Davis and Peter A. Dacin

The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer…

Abstract

Purpose

The purpose of this paper is to investigate consumer motivation to maintain brand attachment when faced with brand transgressions. This study investigated consumer motivation to maintain brand attachment when faced with brand transgressions.

Design/methodology/approach

This study consisted of two experiments using student participants (n1 = 383 and n2 = 535) who examined how, from a customer prioritization strategy, perceived value- and image-based transgressions affect the motivation to maintain brand attachment and subsequent behaviors. Hypotheses were developed and tested using moderating mediation models that included attribution of blame and perceived threat.

Findings

Value- and image-based transgressions interacted to affect the motivation to maintain brand attachment and the consequent behavioral intentions among consumers with strong brand attachment. Generally, the interaction had a negative effect on motivation to maintain brand attachment; however, this effect was mediated through perceived threat and moderated by attributions of blame. Depending on the level of motivation to maintain brand attachment and the attribution of blame for the brand transgression (the brand, self- or noncontrollable factors), participants reflected different behavioral intentions: reengagement, contention and/or avoidance. Overall, severe value-based transgression coupled with absence (vs presence) of image-based transgression were perceived more threatening by consumers with strong brand attachment leading to lower motivation to maintain attachment and higher intentions to dissolve the relationship.

Originality/value

Little is known about the conditions that increase or decrease the motivation of strongly attached consumers to maintain their attachment. To the best of the authors’ knowledge, this is the first study to explore the potential effects of brand transgressions on the motivation to maintain brand attachment and the consequent behavioral intentions stemming from perceived transgressions.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 5 May 2022

Hye-Jin Jeon

This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand

Abstract

Purpose

This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand emojis used.

Design/methodology/approach

An online survey was administered to Koreans in their 20s. Starbucks brand emojis were classified into three types: static gesture, animated gesture and a combined animated gesture and displayed word. A moderated–mediation analysis was performed to verify the research hypotheses. Gender, age, region of residence, frequency of Starbucks use and Starbucks favorability were used as control variables.

Findings

Animations in emojis were shown to strengthen the marketing effect. Further, combining animated prosocial gestures and displayed words had a more positive marketing effect than merely applying animated prosocial gestures.

Originality/value

This study closely examined the role of verbal, in the form of colloquial words, and nonverbal aspects, in the form of emojis, in the creation of positive business outcomes. Additionally, the positive marketing effect of animated emojis is discussed from a mechanistic point of view by linking research results to those in the field of neuroscience (mirroring by mirror neurons).

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 31 January 2022

Fayrene Chieng, Piyush Sharma, Russel PJ Kingshott and Rajat Roy

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to…

Abstract

Purpose

This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.

Design/methodology/approach

An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).

Findings

The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.

Research limitations/implications

This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).

Originality/value

This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Book part
Publication date: 2 May 2015

Sankar Sen, Allison R. Johnson, C. B. Bhattacharya and Juan Wang

We examine two conceptualizations of consumer-brand relationships: identification, as identity-based relationships between a consumer and a brand, and the related…

Abstract

Purpose

We examine two conceptualizations of consumer-brand relationships: identification, as identity-based relationships between a consumer and a brand, and the related construct of attachment as a bond based on security and personal history with the brand.

Methodology

Predictions emanating from the two constructs’ disparate theoretical traditions regarding the relative antecedents and outcomes of these brand relationship constructs are tested in a survey of real consumer-brand relationships, where the two are likely to co-occur.

Findings

Identification is more socially motivated, wherein the brand is used for “identity building” and impression management, such as through public endorsement. In contrast, attachment is more personally motivated; it is more likely to be founded on an intimate history with the brand and feelings of security inspired by the brand.

Implications

This is the first work in marketing to explicitly compare identification with attachment in contexts where they co-occur. In doing so, it underscores the validity and usefulness of these two related but distinct relationship constructs.

Details

Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Open Access
Article
Publication date: 3 August 2021

Michael Boadi Nyamekye, Diyawu Rahman Adam, Henry Boateng and John Paul Kosiba

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment

2346

Abstract

Purpose

The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.

Design/methodology/approach

The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.

Findings

The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.

Originality/value

Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature…

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 11 January 2021

Lova Rajaobelina, Sandrine Prom Tep, Manon Arcand and Line Ricard

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications…

1269

Abstract

Purpose

This study aims to examine the relationships between brand attachment, mobile service quality (MSQ), and positive word-of-mouth (WOM) for mobile banking applications (m-banking apps).

Design/methodology/approach

An online survey was conducted among 759 Canadian consumers who had used m-banking apps in the previous six months. To test the research hypotheses, a causal model using structural equation modeling was developed.

Findings

The results reveal that, in the m-banking context, brand attachment is associated with three MSQ dimensions – value-added features, security/privacy and interactivity – and positive WOM, with the usability dimension replacing interactivity in this case. Brand attachment is also associated with positive WOM.

Practical implications

To promote WOM, mobile banking managers should foster brand attachment and improve MSQ, mainly in terms of value-added features.

Originality/value

This is the first study to examine the relationships between brand attachment, mobile service quality and WOM in the context of m-banking apps. It also highlights the prominent role of value-added features available on m-banking apps to persuade customers.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 3 December 2020

Trang P. Tran, Christopher P. Furner and Pia A. Albinsson

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the…

1298

Abstract

Purpose

Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.

Design/methodology/approach

A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.

Findings

The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.

Originality/value

The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

Details

Journal of Consumer Marketing, vol. 38 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Open Access
Article
Publication date: 19 March 2021

Flavia Braga Chinelato, Cid Gonçalves Filho and Clodoaldo Lopes Nizza Júnior

Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand

1409

Abstract

Purpose

Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing.

Design/methodology/approach

A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3.

Findings

The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance.

Practical implications

Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance.

Originality/value

Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Propósito

El rendimiento del vendedor se acepta como un factor relevante para el éxito del comercio minorista. Sin embargo, los estudios que revelan la relación entre el resultado de las ventas y la relación con la marca son escasos. El propósito de este estudio es, por un lado, demostrar empíricamente el impacto del apego a la marca del vendedor (SBA) en el resultado de las ventas y, por otro lado, identificar los mediadores de esta relación en el comercio minorista.

Diseño/metodología/enfoque

Se realizó una encuesta con una muestra de 206 vendedores de pequeños minoristas provenientes de diferentes sectores de un país emergente. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados (PLS-SEM) utilizando SmartPLS3.

Hallazgos

Los resultados mostraron que el SBA es esencial para impulsar el resultado de las ventas a través de dos caminos relevantes: uno siguiendo el SBA-satisfacción-rendimiento y la otra dirección siguiendo el SBA-compromiso-rendimiento. El modelo fue capaz de explicar el 63% del rendimiento.

Implicaciones prácticas

Con respecto a los pequeños minoristas, donde los propietarios, empleados y gerentes tienen niveles más altos de interacción que las grandes cadenas minoristas nacionales, los ejecutivos de marketing deben invertir en mejorar el apego a la marca y crear vínculos emocionales y cognitivos entre los vendedores y la marca. Deben desarrollar estrategias para promover la satisfacción laboral y el compromiso organizacional ya que determinan el rendimiento.

Originalidad/valor

A pesar de la relevancia de las pequeñas empresas para las economías de todo el mundo y la importancia de las relaciones de marca en los vendedores, no se ha desarrollado ningún estudio para demostrar los impactos de tales relaciones en el rendimiento de los vendedores en el comercio minorista. Además, aparte del papel central del compromiso organizacional en la investigación en ventas, este es el primer estudio que explora cómo media la relación entre el apego a la marca y el resultado de las ventas.

1 – 10 of over 7000