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1 – 10 of over 2000Zhenghao Tong, Soyeong Lee and Hongjoo Woo
This study aims to examine the effects of perceived product–brand fit and brand type on consumer evaluations of wearable smart masks’ technological, aesthetic and social…
Abstract
Purpose
This study aims to examine the effects of perceived product–brand fit and brand type on consumer evaluations of wearable smart masks’ technological, aesthetic and social attributes and how these affect consumers’ attitudes and intentions to use.
Design/methodology/approach
Through an experimental approach, a total of 240 US consumers’ evaluations of smart masks are compared according to perceived product–brand fit (high vs low) and brand type (electronics vs fashion).
Findings
The results showed that high perceived product–brand fit increases consumers’ evaluations, while brand type did not significantly affect consumers’ evaluations. Among various attributes, social acceptability had the greatest influence on consumers’ attitude and intention to use. Perceived ease of use, however, positively influenced attitude but negatively influenced intention to use.
Originality/value
As consumers’ interest in smart health-care wearables increases and air pollution is a serious issue across countries, research on wearable smart masks is being facilitated. Smart masks refer to the digitalized, reusable wearable masks that provide protection and health-care functions. However, their market penetration is still limited. To close this gap between smart mask technology and the market, this study examines how perceived fit and brand type can be used to enhance consumer evaluations.
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Zelin Tong, Huilin Liu, Diyi Liu and Ling Zhou
This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy…
Abstract
Purpose
This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy as a mediating mechanism. The authors further investigate the moderating role of cause acuteness in this effect to identify practical strategies for managers.
Design/methodology/approach
The hypotheses are tested via laboratory experiments. In brief, Study 1 investigates the relationship between a brand’s degree of internationalization and perceived legitimacy for corporate cross-border philanthropy and the impact of internationalization on consumers’ brand evaluations of such philanthropy. Study 2 addresses the moderating role of cause acuteness.
Findings
The authors discover that companies with a high (vs low) degree of internationalization gained more legitimacy, and thus better brand evaluations, upon engaging in corporate cross-border philanthropy. This effect reverses when the causes are related to sudden disasters rather than ongoing tragedies.
Practical implications
This study provides valuable guidance for marketers seeking to leverage cross-border philanthropy to enhance consumers’ brand attitudes. Specifically, brands’ degree of internationalization should be consistent when performing cross-border philanthropy. Otherwise, brands will struggle to gain legitimacy and will earn less favorable consumer evaluations.
Originality/value
This work enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and elucidates consumers’ attitudes toward this type of philanthropy in a corporate context. This study also meaningfully contributes to research on brands’ internationalization and legitimacy.
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Zhuomin Shi, Xiangyun Zhang, Chunji Jin and Qianying Huang
Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by…
Abstract
Purpose
Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.
Design/methodology/approach
Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.
Findings
Chinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.
Originality/value
This paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.
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Conspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors…
Abstract
Purpose
Conspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors integrate their resources as Br2Br interactions that co-create consumer–brand value. As a secondary contribution, the author provides an empirical baseline exploration of the value co-creating impact of Br2Br interactions on consumer–brand evaluations and social media engagement.
Design/methodology/approach
Three streams of research aid in conceptualizing the value co-creating process of Br2Br interactions. A follow-up exploratory study uses a controlled Br2Br interaction stimulus in a 2 × 2 × 2 between-subjects design, where brand familiarity and product category complementarity are manipulated, and interaction spillover effects are analyzed using structural equation modeling.
Findings
The author finds Br2Br interactions positively affect consumer–brand evaluations and social media engagement likelihood. Spillover effects of these interactions are symmetric for consumer–brand evaluations for both brands. However, brand familiarity moderates the effects of Br2Br interactions on consumer–brand evaluations.
Originality
The author lays the groundwork for future research on the complexities of Br2Br interactions – including brand personality conflict, interaction duration and paratextual language – and the boundary conditions for Br2Br and brand-to-consumer relationships.
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Xinyu Nie, Liangyan Wang and Eugene Y. Chan
This study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation.
Abstract
Purpose
This study examines how the visual cues (i.e. positioning in cobranding advertising) influence the luxury evaluation.
Design/methodology/approach
Through four experiments in different contexts, this study investigates the effects of the positioning of two brands in cobranding on luxury evaluation, the moderating role of product category and the mediating role of benefit understanding.
Findings
This study finds that the positioning of two brands in cobranding affects luxury evaluation. Specifically, vertical positioning benefits consumers’ attitude toward luxury compared with horizontal positioning. Results also elucidate that such an effect depends on the product category; that is, the effect of positioning on luxury only exists when the cobranded product belongs to the core (vs non-core) category of luxury. The benefit understanding explains the effects of the positioning and product category on the luxury attitude.
Research limitations/implications
This study contributes to the literature on luxury and cobranding by exploring the visual cues at the marketing communication level influencing the evaluation of luxury brands.
Practical implications
The findings provide important managerial guidelines for enhancing luxury cobranding effectiveness.
Originality/value
This study proposes positioning in cobranding advertisements as one of the antecedents affecting luxury cobranding evaluation. Accordingly, this study adopts a new perspective on visual perception, based on conceptual metaphor theory, which advances the theoretical and empirical knowledge of luxury cobranding.
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This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI…
Abstract
Purpose
This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.
Design/methodology/approach
Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.
Findings
BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.
Practical implications
For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.
Originality/value
In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.
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The purpose of the project was to identify a mechanism of causal relationship between Brand Public Relations (BPR) and societal change in the perception of women gender roles.
Abstract
Purpose
The purpose of the project was to identify a mechanism of causal relationship between Brand Public Relations (BPR) and societal change in the perception of women gender roles.
Design/methodology/approach
Experimental evidence was obtained in three countries (N = 378) to examine the mechanism of societal impact of BPR. Effects of spillover of evaluations between two sub-brands of a house of brands company, caused by positive publicity about communication co-created by Public Relations (PR), were analysed.
Findings
Findings supported the existence of a positive spillover of evaluations. A mechanism of the societal impact of PR was also captured: an indirect effect of news stories about a non-objectifying portrayal of women in the male reference brand on the typicality of a non-stereotypical women role in society was demonstrated.
Research limitations/implications
Experiments were conducted over a period of three years, during which publics perception of brands' communication about gender portrayal might have changed.
Practical implications
The paper argues for greater recognition of brand public relations professionals as co-creators of promotional brand communication. It gives evidence that one of the unique competencies of BPR is insight into publics and predicting long-term consequences of brand communication.
Social implications
The findings of the research project suggest a mediated nature of influence of BPR on the perception of typicality of gender (women) roles in society. PR communicators should learn what areas of practice of PR require specific skills for the function of PR to develop the new competence.
Originality/value
This paper is the first one that aimed at establishing a common terminological framework of the societal impact of public relations.
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Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism…
Abstract
Purpose
Product color names related to a consumption setting are commonly used in advertising to persuade. This study aims to use consumption imagery fluency as an underlying mechanism for assessing how such a naming tactic impacts product evaluation.
Design/methodology/approach
Three between-subjects experiments examine how product evaluation, in response to the use of color names containing consumption situation information, varies as a function of their accessibility (Study 1), and also test the role of a naming explanation (Study 2). How readily a consumer takes in consumption imagery is evaluated as a mediator. The studies further check if color attribute serves as a moderator of such color naming effect and that the naming factor contributes to consumption imagery fluency directly or indirectly alters such through their impact on comprehension fluency (Study 3).
Findings
Marketing products with color names related to the consumption setting is more effective than using generic names. Consumption imagery fluency mediates the results. This positive outcome is reduced when color names are less accessible. Fortunately, including an explanation to facilitate reasoning for product color names is helpful to reverse this disadvantage. The same patterns are not evident for highly accessible names. In addition, the effectiveness of consumption situation-related color names is restricted to the circumstance of color attribute as secondary, as opposed to primary. Furthermore, naming factors influence the ease of consumption of imagery whether or not facilitated by comprehension fluency.
Research limitations/implications
This research provides evidence of consumers’ responses to product color naming that involves consumption situations and identifies consumption imagery fluency as a potential means for mediating the studied effect.
Practical implications
Naming a product color in consumption situation-related terms triggers consumption imagery, driving evaluation when color is the secondary attribute of a product.
Originality/value
This research contributes to understanding the influence of naming a product’s color in promotional communication and correlates to productive tactics for advertising messages.
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Lingwen wei, Yan Hong and Xianyi Zeng
The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market…
Abstract
Purpose
The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.
Design/methodology/approach
First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.
Findings
When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.
Originality/value
The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.
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Deske W. Mandagi and Dave Centeno
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its…
Abstract
Purpose
Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.
Design/methodology/approach
Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.
Findings
The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.
Practical implications
Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.
Originality/value
This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.
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