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This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.

Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.

Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.

The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.

The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.

Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

Este artículo se basa en la teoría de la valoración y la teoría de la congruencia de la marca propia para estudiar la emoción multidimensional del orgullo de marca. Conceptualiza y valida la relación del orgullo de marca con la congruencia de marca propia, la lealtad de marca y la lealtad de marca oposicional, y establece el papel del narcisismo como moderador.

Se utilizaron escalas estandarizadas, incluida una nueva escala de orgullo de marca desarrollada por los autores, para recoger datos de 522 encuestados. Para probar el modelo conceptual se tudio un modelo de ecuaciones estructurales basado en la covarianza. El análisis de moderación multigrupo probó las diferencias en la relación propuesta entre narcisistas altos y bajos.

Los resultados tudioes el orgullo de marca como un constructo multidimensional con congruencia de marca propia como su antecedente significativo. Los resultados también apoyan la mayoría de las relaciones hipotetizadas entre el orgullo de marca y los resultados conductuales. Además, el tudio confirma el efecto moderador del narcisismo en la relación entre las dimensiones del orgullo de marca y la lealtad a la marca y la oposición a la lealtad a la marca.

La muestra del tudio procedía de un país en vías de tudioes: la India. Cohortes similares de países en tudioes y desarrollados podrían proporcionar una comparación única entre naciones.

El papel del orgullo de marca en el impacto de la lealtad de marca y la lealtad de marca opuesta tiene implicaciones significativas para la práctica. La comunicación de marketing para inculcar el orgullo de marca entre los consumidores tendrá un impacto significativo en la rentabilidad de la marca.

La validación de la congruencia con la propia marca como precursora del orgullo de marca y la relación del orgullo de marca con la lealtad de marca y la lealtad de marca de oposición contribuyen significativamente a la teoría y la práctica del branding. El tudio también establece el narcisismo como moderador entre el orgullo de marca y los resultados de lealtad.

本文借鉴评价理论和自我品牌一致性理论, 研究品牌自豪感的多维度情感。它概念化并验证了品牌自豪感与自我品牌一致性、品牌忠诚度和反对性品牌忠诚度的关系, 并确定了自恋作为调节器的作用。

使用标准化的量表, 包括由作者开发的新的品牌自豪感量表, 从522名受访者那里收集数据。一个基于协方差的结构方程模型被用来检验概念模型。多组调节分析检验了高自恋者和低自恋者之间拟议关系的差异。

结果表明, 品牌自豪感是一个多维的建构, 自我品牌一致性是其重要的前因。结果也支持品牌自豪感和行为结果之间的大部分假设关系。此外, 该研究还证实了自恋对品牌自豪感维度与品牌忠诚度和反对品牌忠诚度之间关系的调节作用。

印度。发展中国家和发达国家的类似队列可以提供一个独特的跨国比较。

品牌自豪感对品牌忠诚度和反对品牌忠诚度的影响作用对实践有重大意义。在消费者中灌输品牌自豪感的营销传播将对品牌利润率产生重大影响。

自我品牌一致性作为品牌自豪感的前兆的验证, 以及品牌自豪感与品牌忠诚度和反对性品牌忠诚度的关系, 对品牌理论和实践有很大的贡献。该研究还确定了自恋是品牌自豪感和忠诚度结果之间的一个调节器。

The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude.

Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses.

For these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention.

Using only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research.

The psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value.

Supported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

The purpose of this paper is to identify how employees’ perceived congruity of their employers’ corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior (BCB).

This cross-sectional paper involved 283 employees in Germany who completed an online survey.

Congruity of the brand with employees’ actual self and with their ideal self has similar effects on employees’ BI. However, effects differ with respect to the other outcome variables. BP is only affected by congruity of the brand with the ideal self, whereas BCB is only affected by congruity of the brand with the actual self. Brand identity is positively related to BP and BCB; BP also affects BCB.

Future studies could include different sources for evaluation of BI, BP and BCB; for temporally separate measurement of identification, pride and BCB; and for use of fictitious brands or experimental manipulations of pride to increase internal validity. The discrepant impacts of congruity of the brand with the actual self and the ideal self as detected in the paper could spark research interest in addressing motivations to increase self-esteem and self-consistency in a work context or in investigating specific mediators or moderators in the relationship between self-concept, (brand) identification and pride, as well as behaviors. Finally, research could address different kinds of pride, such as individual and collective forms of pride, as well as their interplay.

Managers should be aware of the different effects of a corporate brand’s fit with employees’ actual and ideal self, and also should note that BI seems essential in augmenting BP and brand-related behaviors. The paper develops implications for internal branding and HRM strategies regarding employee selection, promotion and retention. Findings also indicate that BP motivates BCB in line with current assumptions in research and practice on individual forms of pride.

This paper investigates employees’ perceptions of “their” brand’s fit with their actual and ideal self separately, and determines the differences in impact on BP and BCB, extending existing knowledge on drivers of brand-building behaviors. It also develops the concept of BP in the context of social identity theory and the need for distinction; it further provides initial empirical insights into the role of employees’ BP, including the development of a measure.

The purpose of this paper is to investigate the role of brand identification (BI), brand knowledge (BK) and brand psychological ownership (BPO) to predict brand citizenship behaviours (BCB) in a mediating role of brand pride.

Using survey data collected from 372 front line employees (FLEs), employed in different banks in Pakistan, the path analysis through structural equation modelling procedures is used to perform data analysis.

The results show that BI, BK and BPO strongly predict BCB in a mediating role of brand pride.

The results have pragmatic value to guide managers and marketing policymakers to develop a brand culture where the company as a brand is internally owned by its employees. The supervisors should offer FLEs with opportunities to speak up and must socialize with them so that communication touch points can be established and strengthened. Furthermore, delegation of authority and positive enforcement are important tools to trigger psychological ownership among FLEs.

Three antecedents (i.e. BI, BK and BPO) to advocate and channelize brand-oriented citizenship behaviours are unique to this study. Furthermore, the mediating role of brand pride is yet another unique contribution.

This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand attitudes.

The paper presents three experiments that examine the effect of other-agency emotions (vs self-agency emotions) on brand trust and brand attitudes by both Australian and USA consumers. Studies 1 and 2 compared the effect of self- and other-agency emotions evoked through an irrelevant reflective task. Study 3 used real-world marketing communication to evoke self- or other-pride.

Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing communications that evoked other-pride (Study 3) and showed how these findings can be applied in a marketing context.

There are contradictory findings in the literature on how positive emotions influence brand trust and attitudes. The findings show that other-agency appraisal is a crucial appraisal within a marketing context and reveals why not all positively valenced emotions increase brand trust and brand attitudes. The findings highlight the importance of examining the effects of emotions on brand trust and attitudes beyond the consideration of their valence.

The research provides significant implications for marketers to improve brand trust and brand attitudes through the elicitation of other-agency emotions. The findings also demonstrate that different components of emotions, such as appraisal structure, may influence consumer trust and attitudes towards marketing and branding communications.

To the best of the authors’ knowledge, this research is the first to empirically demonstrate how other-agency appraisals of emotions can influence consumer brand trust and attitudes in a marketing context.

The study aims to synthesize the state of research on pride in consumer behaviour and marketing. Specifically, this study aims to understand the emergent themes of literature, the key theories, analytical techniques and methodologies used, as well as key variables associated with pride in consumer behaviour and marketing.

Using a systematic literature review process, the study analyses 59 research articles and structures its findings by using the theory–context–characteristics–methodology framework.

The review proposes a taxonomical classification of the multiple conceptualizations of pride. It identifies that the phenomenon and regulation of pride is explained using theories from psychological self-related research. Pride has been experienced in sustainable, advertising, luxury and digital consumption contexts. Reviewed articles showed an over-reliance on the quantitative methodology and the experimental method. The review identifies that pride is associated with positive outcomes and has considerable influence on consumer behaviour. Building on this analysis, 12 research questions are developed to encourage future research.

To the best of the authors’ knowledge, this study is the first structured review on the emotion of pride in the domains of consumer behaviour and marketing.

This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of non-loyal customers, loyal customers’ perceptions might influence their behavioral intention. In addition, two emotions (i.e. anger and pride) might mediate the relationship between perceptions and behavioral intention.

This study used a scenario-based experimental design. Data from 1,013 responses were analyzed using partial least squares-structural equation modeling.

The study reveals that when loyal customers view brand tourists, infringement has a positive influence on switching intention, and likability positively effects brand loyalty. This study indicated that loyal customers perceive brand immigrants negatively, whereas brand tourists are comparably positively perceived by loyal customers. Only pride mediates these two relationships, respectively.

The study confirmed the brand tourism effect in luxury hotels by indicating a clearer relation between perception, emotion and behavioral intention. The theoretical implications could suggest insightful guidelines for future studies regarding loyalty in luxury hotels.

This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM).

This study uses a survey data set and analyzes it with structural equation modeling along with common latent factor analysis designed to control for common method variance.

BCB is associated with pride at work but not perceived organizational support (POS), so POS drives BCB not directly but indirectly through the emotion of pride at work. In contrast, employees’ NWOM is associated with both POS and frustration, and POS drives NWOM directly and indirectly through the emotion of frustration. Horizontal collectivism has divergent moderating effects that strengthen the relationships of BCB with POS and pride at work and weaken the relationship between employees’ NWOM and frustration.

This study makes two major theoretical contributions to internal branding. First, as a response to the need for an investigation into drivers of employees’ brand-oriented behaviors, it will identify different psychological antecedents and mechanisms for BCB and employees’ NWOM. Second, capturing the potential of horizontal collectivism on employees’ brand-oriented behaviors, this study will reveal the potential divergent moderating effects of horizontal collectivism on BCB and employees’ NWOM. These two contributions will lead to a better understanding of the different mechanisms for employees’ BCB and NWOM.

Focusing on the corporate social responsibility (CSR) communication context, the present research aims to understand when and why featuring pride versus empathy in a hospitality brand’s social media post can effectively boost consumers’ loyalty intention.

Two experimental studies examined the congruence effects between emotional appeal and sense of power, where power was made situationally salient within the social media post (Study 1) or measured as a personality trait (Study 2).

Emotional appeals featuring pride (vs empathy) will lead to higher loyalty intention for individuals with a situational or chronic sense of high (vs low) power. A further examination into the psychological mechanism reveals that such congruence effects are serially mediated through consumers’ perceived brand authenticity and brand trustworthiness.

Understanding how the sense of power may influence consumer response to social media posts using different emotional appeals can provide useful guidance for marketers about how to creatively segment customers and curate appropriate targeting messages for effective CSR communication and relationship building on social media.

Extending the message framing research on schema congruity, this research is the first to reveal the congruence effects of emotional appeal and sense of power in CSR communications and uncover the serial mediating roles of perceived brand authenticity and brand trustworthiness in relationship marketing on social media.