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1 – 10 of over 1000
Article
Publication date: 17 April 2023

Faheem Gul Gilal, Naeem Gul Gilal, Rukhsana Gul Gilal and Zhiyong Yang

The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank…

Abstract

Purpose

The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.

Design/methodology/approach

Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).

Findings

Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.

Originality/value

This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 8 February 2024

Biying Zhu, Ju’e Guo, Martin de Jong, Yunhong Liu, Erlong Zhao and Gao Jing

This paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial…

Abstract

Purpose

This paper aims to examine the unique Chinese context by analyzing the city labels (e.g. smart city and eco city) used by Chinese local governments at or above the provincial capital level to represent themselves (adopted city labels) and the developmental pathways they actually pursued (adopted developmental pathways).

Design/methodology/approach

The authors compared the city brand choices to those anticipated based on their geographic and economic contexts (predicted city labels and developmental pathways) as well as the directives outlined in national planning documents (imposed city labels and developmental pathways). The authors identified ten main categories of city labels used to designate themselves and establish the frequency of their use based on municipal plan documents, economic and geographic data and national plan documents and policy reports, respectively.

Findings

The authors discovered that both local economic development and geographic factors, as well as top-down administrative influences, significantly impact city branding strategies in the 38 Chinese cities studied. When these models fall short in predicting adopted city labels and pathways, it is often because cities favor a service-oriented reputation over a manufacturing-focused one, and they prefer diverse, multifaceted industrial images to uniform ones.

Originality/value

The originality and value of this paper lie in its contribution to the academic literature on city branding by developing a predictive model for brand development at the municipal level, with explicit attention to the national-local nexus. The paper’s approach differs from existing research in the first cluster of city branding by not addressing issues of stakeholder involvement or adoption and implementation processes. Additionally, the paper’s focus on the political power dynamics at the national level and urban governance details at the municipal level provides a unique perspective on the topic. Overall, this paper provides a valuable contribution to the field of city branding by expanding the understanding of brand development and its impact on the socioeconomic environment.

Details

Journal of Place Management and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 23 May 2023

Tien Wang, Trung Dam-Huy Thai, Ralph Keng-Jung Yeh and Camila Tamariz Fadic

Drawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users'…

Abstract

Purpose

Drawing from social comparison theory, this study investigates the factors influencing benign or malicious envy toward influencers and the effects of envy on social media users' choice of endorsed or rival brands.

Design/methodology/approach

A sample of 453 social media users was obtained to examine the research model.

Findings

Homophily and symbolism positively affect both benign and malicious envy. Credibility affects benign envy positively but malicious envy negatively. Deservingness affects malicious envy negatively but exerts no effect on benign envy. Benign envy has a greater influence on choosing brands endorsed by influencers than it does on choosing rival brands; these effects are more substantial under conditions of high perceived control. By contrast, malicious envy significantly affects the choice of purchasing rival brands; however, this effect is not influenced by perceived control.

Originality/value

This study unveils a key aspect of the endorser–follower relationship by analyzing the effect of envy toward social media influencers on followers' intention to purchase endorsed or rival brands. This study identifies the differential effects of two types of envy on brand choice.

Details

Journal of Research in Interactive Marketing, vol. 18 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 11 March 2024

Hua Ke and Yaqin Zhou

In this paper, the authors study the entry and outsourcing strategies of manufacturer while considering the brand spillover effect resulting from outsourcing. The supply chain…

Abstract

Purpose

In this paper, the authors study the entry and outsourcing strategies of manufacturer while considering the brand spillover effect resulting from outsourcing. The supply chain comprises two manufacturers: one being the entrant with a strong brand, and the other as the incumbent with a weak brand. The entrant decides whether and how to enter the market.

Design/methodology/approach

Stackelberg game is applied to study the optimal strategies for the manufacturers. This paper conducts a comparative analysis on four situations, yielding conclusions and managerial insights.

Findings

The results show that, for the entrant, there is no need to worry about the brand spillover effect in the outsourcing process, which is very interesting and counterintuitive. To get further, the authors find the reason: The spillover effect causes the entrant’s equilibrium retail price to grow faster than the wholesale price. They also prove that a stronger brand effect empowers the entrant to challenge industry barriers, while the impact of the brand spillover effect is the opposite. For the incumbent who acts as the weak party in this issue, it is demonstrated that the optimal choice is to continue selling when facing the encroachment and outsourcing call from the entrant.

Originality/value

Differing from previous studies, the authors notice the brand spillover effect caused by outsourcing when studying company’s entry strategy. They further divide the brand effect into two parts, one of which does not exhibit a spillover.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 28 February 2024

Jia Wells and Caroline S.L. Tan

This study aims to examine the relationships between functional value (quality and price), social value (extrinsic and intrinsic), emotional value and attitude toward a brand, as…

Abstract

Purpose

This study aims to examine the relationships between functional value (quality and price), social value (extrinsic and intrinsic), emotional value and attitude toward a brand, as well as the direct relationship between attitude toward a brand and the purchase intention of tires. This research also explores the moderating effect of social influence on the relationship between attitude toward a brand and purchase intention.

Design/methodology/approach

A conceptual model based on literature is developed and tested using an online survey, with a sample of 760 active drivers gathered through purposive sample judgment. The data were analyzed using structural equation modeling with AMOS 28 and Hayes Process Macro 4.

Findings

The results demonstrate that extrinsic social value has a positive direct relationship with attitude toward brands. The findings also indicate that intrinsic social value has a positive influence on attitudes toward brands. Attitude toward a brand is found to have a positive direct relationship with purchase intention.

Originality/value

This research extends the existing literature on consumption values and offers insights into the specific values that influence attitudes toward tire brands as well as purchase intention. The findings provide insights to tire businesses in values that they could focus on when developing strategies to increase positive brand attitude and purchase intention.

Details

Journal of Asia Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 30 November 2023

Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan and Michael Christofi

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

1088

Abstract

Purpose

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

Design/methodology/approach

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

Findings

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

Research limitations/implications

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

Practical implications

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Article
Publication date: 4 December 2023

Enrique Bigne, Aline Simonetti and Diana Y.W. Shih

This study aims to investigate how brand love and brand loyalty for three brands evolved during critical moments of the 2020 pandemic, and how they performed in the long run up to…

74

Abstract

Purpose

This study aims to investigate how brand love and brand loyalty for three brands evolved during critical moments of the 2020 pandemic, and how they performed in the long run up to 2022.

Design/methodology/approach

An online longitudinal study, including a survey and Twitter data for three brands: Corona Extra, with a direct semantic association with the word coronavirus; Virus Vodka, with an indirect association; Modelo Especial, with no association with the virus name but from the same company as Corona Extra.

Findings

Despite external data indicating a harmful association between Corona Extra and coronavirus, this study's findings revealed that the brand maintained its brand love in the long run and increased brand loyalty during the critical moments of the pandemic. This study's data suggest that brand love and brand loyalty may be the underlying reasons for the increase in Corona Extra's brand equity during the pandemic.

Originality/value

The COVID-19 pandemic created a highly stressful situation for consumers and brands. Some brands' names had unfortunate semantic similarities with the virus terminology, which became an additional stressor during that time. This study harnessed the opportunity to investigate brand love and brand loyalty during the pandemic at four points in 2020 and one in 2022. The authors also examined relevant Twitter data during 2020.

Details

Management Decision, vol. 62 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 19 May 2023

A. Jajang W. Mahri, Juliana Juliana, Hilda Monoarfa, Amelia Putri Rohepi and Rizuwan Karim

The purpose of this study shows the effect of the value of country of origin and brand image on the purchasing decision of South Korean skincare with halal product knowledge as a…

2018

Abstract

Purpose

The purpose of this study shows the effect of the value of country of origin and brand image on the purchasing decision of South Korean skincare with halal product knowledge as a moderator variable.

Design/methodology/approach

The research method used is descriptive quantitative by analyzing the responses to questionnaires distributed to 212 respondents from all over Indonesia. Based on previous research, four hypotheses were built, and the collected data were processed using a path analysis tool through the SmartPLS 3.3.3 application.

Findings

The results showed that the country of origin and brand image variables had a significant effect on the purchasing decision of South Korean skincare with halal product knowledge as a moderator variable. Meanwhile, the halal product knowledge variable does not moderate the influence of country of origin and brand image on South Korean skincare purchasing decisions. This finding confirms that the halal product knowledge factor has not been sufficient to strengthen the influence of country of origin and brand image on South Korean skincare purchasing decisions.

Practical implications

To increase knowledge about Muslim halal in South Korea’s skincare purchasing decisions, the role of halal assurance institutions and South Korean and Indonesian skincare manufacturers is needed in optimizing halal certification and international agreements related to halal guarantees. In addition, halal cosmetics business actors in Indonesia and Korea must increase halal awareness of the products they sell through brand image and halal product knowledge so that they can convince and encourage Muslim consumers in making decisions to buy South Korean skincare in Indonesia.

Originality/value

To the best of the authors’ knowledge, this study is the first to test country of origin and brand image on the decision to purchase South Korean skincare with halal product knowledge as a moderator variable. This study succeeded in revealing the strengths and weaknesses of the value of country of origin and brand image in influencing the purchasing decisions of South Korean skincare in Indonesia.

Details

Journal of Islamic Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 8 March 2024

Magdalena Marchowska-Raza and Jennifer Rowley

Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a…

Abstract

Purpose

Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.

Design/methodology/approach

The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.

Findings

The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.

Originality/value

The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

Details

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

Keywords

Open Access
Article
Publication date: 15 March 2024

Manoella Antonieta Ramos

The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in…

Abstract

Purpose

The purpose of this study is to, first, analyze the past years of research on international branding and, second, building on an early literature review, to analyze patterns in the field and suggest future research.

Design/methodology/approach

The analyzed papers were compiled using the Web of Science and Scopus databases. The author searched papers published between 2007 and 2023 that used terms related to international branding in their title, abstract and keywords.

Findings

This paper structures and identifies key institutions, papers, regions and authors in the field. It provides an overview of the past years of research in the area. The study identifies important gaps in the literature and suggests further research dealing with, for example, the B2B sector and emerging markets.

Originality/value

Despite the increase in international branding studies, few literature reviews have been published since 2007. This review fills this research gap. It identifies future research areas dealing with branding in the B2B sector, branding in emerging markets, branding process and implementation studies using longitudinal methods and more practical research.

Details

Review of International Business and Strategy, vol. 34 no. 2
Type: Research Article
ISSN: 2059-6014

Keywords

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