Search results
1 – 10 of 949Sankar 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 construct of…
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
Keywords
Eda Sayin and Zeynep Gürhan-Canlı
We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.
Abstract
Purpose
We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.
Methodology/approach
We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumer–brand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand.
Findings
We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions.
Originality/value
Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.
Details
Keywords
Bruno Sousa and Filipa Magalhães
Nowadays, the higher education sector has to deal with a scope of strategic issues that goes beyond the management of curricular processes and training courses. The growing…
Abstract
Nowadays, the higher education sector has to deal with a scope of strategic issues that goes beyond the management of curricular processes and training courses. The growing competitiveness of the sector has led higher education institutions to give more attention to the marketing field. In fact, higher education institutions can be seen as brands and students as real consumers. Emotional marketing and its techniques, in particular, represent a range of opportunities for universities to strengthen their brands and their connection with the students. In this study, it is suggested that the aspects of attachment can be analyzed in the context of higher education as it aims to provide important insights for the success of university brands in a long-term perspective. Attachment has a relation with satisfaction, commitment, trust and loyalty. These aspects are relevant for universities especially since the relationship higher education institutions maintain with their students in the present and future depends, in certain part, on their degree of attachment and sense of belonging.
Details
Keywords
This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark…
Abstract
Purpose
This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.
Methodology/approach
This paper presents a conceptual argument based on a literature review.
Findings
First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led to this result. Then I discuss how this pervasive concern influences consumer behavior related to brand meanings. This discussion is structured around two aspects of social relationships: interpersonal closeness and social status. Relationship closeness is discussed with regard to brand communities, gifts, special possessions and brand love, and the often hidden ways that social relationships permeate everyday consumer behavior. Social status is discussed with reference to materialism. Materialism is sometimes misunderstood as an obsession with physical object, or as occurring when people care more about products than they do about people. In contrast, I argue that materialism is better understood as a style of relating to people.
Originality/value
This paper integrates a range of disparate findings in support of a broadly applicable generalization that nothing matters more to people than other people. This generalization can function as a sensitizing proposition that managers and researchers can bear in mind as they seek to interpret and understand how brand meaning influences consumer behavior.
Details
Keywords
A singular place (a destination) is a product with multiple characteristics and multifunctional utility for different customers; however, some places offer the same type of…
Abstract
A singular place (a destination) is a product with multiple characteristics and multifunctional utility for different customers; however, some places offer the same type of utility and compete for the same customers. For this reason, the competitiveness of a place as a livable space, a space for investments, tourism, etc. has caused the emergence of the innovative managerial approaches to place governance. One such approach, which has been primarily used in production and which could be applied also in destination management, is the concept of branding.
The chapter summarizes the impact of place branding (our main focus) and place marketing (in more broad concept) on destinations, underlines the importance of culture and history in a place branding concept and highlights the importance of creation of partnerships in destinations by envisioning some useful concepts of co-operation in tourism destinations with a goal to create a positive image.
Details
Keywords
Raouf Ahmad Rather and Dhouha Jaziri
Though customer experience (CX) is identified as a key research priority, empirically led insight with tourism consumers' resulting emotional attachment (EA) and customer loyalty…
Abstract
Though customer experience (CX) is identified as a key research priority, empirically led insight with tourism consumers' resulting emotional attachment (EA) and customer loyalty (CL) remains scarce, particularly during the COVID-19 crisis. Adopting service-dominant logic, this study develops a model that investigates the impact of customer engagement (CE) and customer co-creation (CC) on CX, which consequently effects EA and CL during the COVID-19 crisis in the tourism industry. First, our results suggest that CE and CC positively affect tourism CX. Second, results revealed the CX's significant positive effect on EA and CL. Third, findings confirmed the CE's and CC's indirect impact on EA and CL, as mediated via CX in pandemic situations. Our study offers key implications for destinations to develop tactics in surviving during a pandemic to rebuild tourism.
Details
Keywords
Nathalie Collins, Hanna Gläbe, Dick Mizerski and Jamie Murphy
Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote…
Abstract
Purpose
Industry publications abound with tips on how to create and nurture customer evangelism. Scholarly publications note the effects of evangelism to firms. Consultants promote evangelism creation as part of their skill set. Yet the existence customer evangelism and its effects remain unsupported by empirical evidence. The purpose of this paper is to quantitatively explore customer evangelism.
Methodology/approach
This paper takes one of the first steps towards empirical analysis of customer evangelism by using a formative composite latent variable model to identify customer evangelists from a survey population. The authors then compare customer evangelists against non-customer evangelists on key characteristics, as per the claims in the qualitative literature, to verify the accuracy of the selection model.
Findings
The analysis demonstrates that key claims in the qualitative literature in regard to customer evangelists are supported by quantitative data in this study, namely that customer evangelists are focused on authenticity, cultishness and sharing knowledge, and have a deep emotional and spiritual connection to the brand. They also have higher intentions to purchase the product in future than do non-customer evangelists. However, other claims in the qualitative literature – such as that customer evangelists are more socially oriented, knowledge-seeking, experientially oriented or idealistic than are non-customer evangelists – are not supported by the data in this study, or are inconclusive.
Originality/value of paper
This study is one of the first to attempt to empirically identify customer evangelists, and is part of a movement to study consumer religiosity in an empirical context. This study paves the way for further empirical research into customer evangelism, consumer religiosity and consumer collectivism.
Details
Keywords
Yuksel Ekinci, Tae-Hwan Yoon and Harmen Oppewal
The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand…
Abstract
The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality of the relationship between consumers and brands. The present study aimed to examine various dimensions of the brand relationship quality from the European consumer’s point of view in the context of restaurant brands using Fournier’s (1994) short version of the brand relationship quality (BRQ) scale. The findings provided strong support for the validity of the brand relationship concept. Of the seven dimensions tested, four were found to be valid and reliable. The study produced a scale to measure the relationship between consumers and restaurant brands.
Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result…
Abstract
Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.
By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.
Details