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This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas.

A total of 333 samples were collected from a coffee shop where robots provide the services, and 354 samples were collected in a coffee shop where people provide the services.

The data analysis showed that brand modernity has a positive effect on brand attitude, which in turn positively affects brand attachment and brand loyalty. In addition, there is a moderating role in regard to the type of employee in the relationship between brand modernity and brand attachment and brand attitude and brand loyalty.

This study is different from the previous studies, because it used two types of employees, which included a human barista and a robot barista, as a moderating variable with the formation of brand attitude, brand attachment and brand loyalty.

本研究开发了一个理论模型, 以通过人类咖啡师和机器人咖啡师的调节来确定品牌现代性的重要性。

本研究从机器人提供服务的咖啡店收集了 333 个样本, 在员工提供服务的咖啡店收集了 354 个样本。

数据分析表明, 品牌现代性对品牌态度有积极影响, 进而对品牌依恋和品牌忠诚度产生积极影响。此外, 员工类型在品牌现代性与品牌依恋、品牌态度和品牌忠诚度的关系中具有调节作用。

本研究不同于以往的研究, 因为它使用了两种类型的员工, 包括人类咖啡师和机器人咖啡师, 作为调节变量参与品牌态度、品牌依恋和品牌忠诚度的形成。

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.

Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.

The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.

Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

The brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.

Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.

Results show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.

The findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.

This study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.

Three experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.

Consumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.

The research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.

This paper examines different means of associating image attributes in sport. The findings reveal that an attribute strongly associated with a specific sport can have almost no association with the sponsor, and vice-versa. Conversely, a low profile attribute can have a strong reference to the sponsor.

This study investigates the structure of China’s market by examining the profiles of consumption values from a large scale national survey of 6250 respondents. The study identifies four consumer segments that pursue distinct patterns of consumption values, including: purchase value, social status, performance and aesthetics, and “satisfi cing” needs. These distinct consumption value profiles help to provide a much needed understanding of China’s consumer market that complements existing studies on sociodemographic characteristics. These four distinct segments provide useful positioning and marketing implications for multinational firms operating in the China market.

This paper aims to develop an experimental paradigm to assess effects of degrees of logo change on logo processing speed to provide rigid tests of the effects of objectified degrees of logo changes and to understand how degrees of logo change interact with consumer and market conditions.

Experiment 1 (N = 120) used a 3 (degree of change: no vs small vs substantial change) unifactorial between-subjects design to develop the experimental paradigm for the effects of degrees of logo change. Experiment 2 (N = 148) examined effects of brand consciousness and exposure in a 3 (degree of change: original vs small vs substantial change) × 2 (exposure: 1 vs 3 exposures) between-subjects design with brand consciousness as a continuous moderator to extend the paradigm to a more naturalistic marketing communication setting.

Substantial logo changes harmed processing speed of highly brand conscious consumers in particular. Furthermore, substantial logo changes decreased processing speed, which was compensated by repeated exposure to the redesigned brand logo.

The findings suggest that brand consciousness creates a tunnel vision, which impairs openness to changes in brand image. Furthermore, the findings imply that brand logos can be (substantially) changed without hurting logo processing speed: only a few exposures are needed to neutralize these effects.

This is the first study that provides rigid tests of objectified degrees of logo changes, extended to a more naturalistic marketing communication setting, by examining brand consciousness and exposure effects.

This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment. However, the complexity and measurement of brand oldness associations are not yet well-established. This paper proposes a reliable and valid measurement scale of the concept.

The research follows a rigorous scale-development procedure based on eight empirical studies, with a total of 2,065 respondents. The data were analyzed through covariance-based structural equation modeling.

The scale consists of 18 items and six dimensions, namely, decline, expertise, maintenance, reminiscence, timelessness and tradition. Results demonstrate an effect of brand oldness associations on both brand attachment and brand equity.

The research was conducted in one country (France). Additional studies in other settings or countries should be carried out to establish generalizability of results and strengthen causality inferences.

This is the first research to study the notion of brand oldness associations. This study identifies its dimensions, develops a measurement scale and demonstrates its reliability and validity.

This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts.

The data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers.

The data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more.

This study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

本研究旨在根据服务提供商的类型（例如机器人服务员和人工服务员）检查令人难忘的品牌体验、品牌偏好和行为意图之间的差异。 此外, 本研究调查了四个概念之间的关系。

数据收集自 296 名体验过机器人服务器的客户和 307 名体验过人工服务器的客户。

数据分析结果表明, 根据员工类型, 五个概念的平均值存在统计差异。 结果还表明, 难忘的品牌体验对品牌偏好有积极影响, 进而对使用意向、口碑和支付更多的意愿产生积极影响。

这项研究首次试图找出机器人服务员和人工服务员在餐饮业令人难忘的品牌体验、品牌偏好和行为意图方面的差异。

The purpose of this study was to discuss the importance of customer-based brand equity (CBBE) and identify the critical attributes of how to develop CBBE during the most difficult time of the COVID-19 pandemic.

This study collected 386 restaurant managers' viewpoints to examine the mutual relationships among CBBE and other critical attributes of corporate social responsibility (CSR), electronic word of mouth (EWOM) and brand personality. Furthermore, structural equation modeling (SEM) was conducted to examine the proposed moderation and mediation hypotheses.

The results show that corporate social responsibility (CSR) mediates the relationship between brand personality and brand image. Furthermore, the mutual relationship among CBBE is discovered in that brand image may indirectly affect brand loyalty through perceived quality and brand awareness. Furthermore, with the reliance on social media, the moderating roles of electronic word of mouth (EWOM) are also revealed that strengthen the indirect effect of brand personality on brand awareness through CSR and brand image.

With the increasing attention to CBBE, which aims at tourism destination brand equity, hotel branding from the customer perspective, restaurant managers' viewpoints are not considered. Further, because of the impacts of the COVID-19 pandemic, customers are paying more attention to food safety and food delivery processes, which are important for CSR and connected to CBBE. However, until now, fewer studies have addressed these issues as such. The present study reflects the bidirectional effects of such a comprehensive viewpoint.