Search results

The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers.

A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4.

The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity.

Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance.

The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.

El objetivo principal del marketing viral es influir positivamente en las marcas. Pero la mayoría de las investigaciones se refieren a las causas de que un anuncio se vuelva viral, no a su impacto en las marcas. En este sentido, esta investigación tiene como objetivo demostrar y comparar los impulsores de valor de los anuncios de video en las marcas y su viralización, determinando qué antecedentes maximizan los resultados en cada uno, permitiendo el mejor rendimiento publicitario para los anunciantes.

Se realizó una encuesta con 368 participantes que vieron anuncios de video virales de cinco empresas globales en YouTube. El modelo estructural se analizó mediante ecuaciones estructurales basada en mínimos cuadrados utilizando SmartPLS4.

Los resultados demostraron que la participación en la categoría de productos es esencial para la publicidad viral. Además, el valor de entretenimiento es el antecedente más relevante de compartir, pero no afecta el valor de la marca; es el valor social responsable del valor de la marca.

Los gerentes de marketing deben crear anuncios que generen simultáneamente entretenimiento y valores sociales, maximizando los efectos de uso compartido y de marca. Sin embargo, si solo se consigue uno de los dos efectos (marca/participación), el anunciante no conseguirá obtener el máximo rendimiento.

La corriente principal de la investigación de marketing viral se centra en los antecedentes de compartir. Sin embargo, compartir no es suficiente para proporcionar efectos de marca y ROI de publicidad. Este estudio revela que los diferentes valores de los consumidores impulsan el intercambio y el valor de la marca, lo que sugiere que las empresas deberían considerar una estrategia de generación de valor dual con respecto al rendimiento de los anuncios de video virales. Por otro lado, esta investigación concilia la literatura existente sobre los fenómenos con la importancia de la participación de la categoría de productos.

病毒式营销的主要目标是对品牌产生积极的影响。但大多数研究关注的是广告走红的原因, 而不是它对品牌的影响。在这个意义上, 本研究旨在证明和比较视频广告对品牌和分享的价值驱动因素, 确定哪些前因能使每一个因素的结果最大化, 为广告商带来最佳的广告效果。

对368名受访者进行了调查, 他们在YouTube上观看了五家全球公司的病毒视频广告。在SmartPLS4中使用结构方程模型 对提议的模型进行了测试。

结果表明, 产品类别的参与对于病毒式广告来说是至关重要的。此外, 娱乐价值是分享的最相关前因, 但它并不影响品牌资产; 对品牌资产负责的是社会价值。

营销经理应该创造同时产生娱乐和社会价值的广告, 使分享和品牌效应最大化。然而, 如果只实现两种效果（品牌/分享）中的一种, 广告商将无法获得最大的绩效。

病毒式营销研究的主流是关注分享的前因后果。然而, 分享并不足以提供品牌效应和广告的投资回报率。本研究揭示了不同消费者的价值观对分享和品牌资产的推动作用, 表明企业应该考虑关于病毒视频广告表现的双重价值产生策略。另一方面, 本研究将现有的文献与产品类别参与的重要性结合在一起。

The paper seeks to examine empirically the potential dilution and enhancement of brands that share product platforms with other brands.

Study 1 uses two real platform‐sharing examples from the automobile and consumer electronics industries in an experimental setting. Study 2 uses conjoint analysis in the same two industries to study the impact of platform‐sharing on preference and willingness to pay for a unique brand.

Study 1 finds that sharing a platform with an upscale brand is preferable to sharing with a downscale brand, although results are mixed on whether a unique‐to‐brand platform is preferred to sharing with an upscale brand. Study 2 finds that unique‐to‐brand platforms are preferred to any type of platform sharing, and calculates that this preference is worth about 6‐10 per cent of the product's retail price.

Both studies use student samples, although all product classes and brands tested are popular with this demographic, which is a key target market for the tested industries.

Platform sharing is an increasingly popular product development strategy that offers great cost savings in product design, manufacturing and servicing. The findings suggest that managers also need to carefully consider the potential cost to a brand's equity when calculating the financial implications of platform sharing.

This paper brings together two areas that are usually not studied together, i.e. product development and brand equity management, and finds that choices made in the former can have important implications for the latter.

This paper aims to empirically examine the brand impact of intra‐brand platform sharing.

The study uses two real platform‐sharing examples from the automobile and consumer electronics industries in an experimental setting.

The study finds that intra‐brand platform sharing caused no damage to brand equity in either setting.

The study uses a student sample, although all product classes and brands tested are popular with this demographic which is a key target market for the tested industries. The study also tests intra‐brand platform sharing where the price differences are 20 percent between higher and lower level platform applications, and the findings may not hold for larger price gaps.

Platform sharing has been shown to damage brand equity in inter‐brand applications, but the current findings suggest that intra‐brand platform sharing is safe for the brand, and allows managers to also benefit from the cost savings in product design, manufacturing and servicing that have made the technique popular.

The paper builds on earlier platform‐sharing research and shows where the technique can be safely practised from the standpoint of protecting brand equity.

Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context.

A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modeling with AMOS.

Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of BRUGC. The results also indicated that gender, race and need for self-affirmation were not significantly related to generating and sharing BRUGC. Both generating and sharing BRUGC were positively associated with attitude and intentions toward the restaurants.

This study is the first to develop a BRUGC scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing BRUGC.

Purpose – The purpose of this study is to estimate the own- and cross-price elasticity of brand-name outpatient prescription drug cost-sharing for maintenance medications and to estimate the effects of changes in the price differential between generic and brand-name prescription drugs.

Methodology/approach – We first review the literature on the effects of an increase in brand-name drug patient cost-sharing. In addition, we analyze two examples of utilization patterns in filling behavior associated with an increase in brand-name cost-sharing for patients in employer-sponsored health plans with chronic illness.

Findings – We found that the own-price elasticity of demand for brand-name prescription drugs was inelastic. However, the cross-price elasticity was not consistent in sign, and utilization patterns for generic prescription fills did not always increase after a rise in brand-name cost-sharing.

Research limitations – The empirical examples are limited to the experience of patients with employer-sponsored health insurance.

Practical implications – The common practice of increasing brand-name prescription drug patient cost-sharing to increase consumption of generic drugs may not always result in higher generic medication use. Higher brand-name drug cost-sharing levels may result in discontinuation of chronic therapies, instead of therapeutic switching.

Originality/value of chapter – The value of this chapter is its singular focus on the effects of higher brand-name drug cost-sharing through a synthesis of the literature examining the own- and cross-price elasticity of demand for brand-name medications and two empirical examples of the effects of changes in brand-name cost-sharing.

In recent years, private brands for e-commerce platforms have experienced rapid growth. However, whether these platforms developing private brands should share their demand information with others and how such information sharing affects the sales format selection of national brand manufacturers have puzzled firm managers in practice. This paper aims to investigate the information-sharing strategy for the e-commerce platform and its influence on the sales format selection in the presence of the private brand.

The authors use a game-theoretical model to examine the interaction between the information-sharing strategy and sales format selection in a supply chain consisting of a manufacturer and a platform that operates a private brand.

The equilibrium results show that when the commission rate is low, the manufacturer favors agency selling, and the platform shares demand information with the manufacturer; when the commission rate is high, the manufacturer prefers reselling, and the platform does not share the information. This preference is affected by information forecasting accuracy; as the information forecasting accuracy increases, the manufacturer prefers to adopt agency selling, and the platform tends to share the information. Interestingly, under agency selling, sharing information with the manufacturer can increase the platform’s profit from selling the private brand and achieve a win-win situation for them. Furthermore, we show that the manufacturer can inspire the platform to share the information with himself by adopting agency selling, whereas the platform sharing the information improves the probability that the manufacturer adopts agency selling. Moreover, the manufacturer may have a first-mover advantage. In particular, the manufacturer moving first increases the likelihood that the manufacturer chooses agency selling and the platform shares the information.

This paper contributes to sales format literature by exploring the effect of information sharing strategy on sales format selection in the presence of the private brand and can help manufacturers and platforms to make suitable decisions regarding information sharing and sales format selection.

Consumers share negative brand experience in many occasions to vent their emotion and seek support. The purpose of this paper is to investigate the impact of negative sharing on members’ happiness in online brand communities by drawing from two opposing constructs: social support and social exclusion.

Both survey and experiment methods were employed to test the conceptual model. Online survey data were collected from 1,015 mobile internet users.

The findings reveal that negative sharing may enhance a sharer’s happiness through online social support particularly for novice community members. The findings also indicate greater online social exclusion for experienced members than for novice members. These findings cast doubt on the widely held assumption that increased engagement in a community will always produces positive outcomes. The moderating effect of membership duration is confirmed with an experiment of MI’s brand community members.

The study of happiness in online brand community sheds new light on consumer–brand and user–community relationships.

While most previous studies on negative sharing only explored the negative side of consequences, the authors contribute to this line of research by introducing both positive (social support) and negative (social exclusion) outcomes of negative reviews. The model also explains the conditions under which negative reviews enhance social support and social exclusion.

The purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank.

A between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments.

The findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity.

The current study applies an independent measured design or a between-subjects experimental design, that resulted in unequal sample sizes. In addition, the study also does not control for the types of bank accounts owned by respondents. The design may invite the presence of confounding variables that exist due to individual differences and environmental variables.

The results show that Islamic bank managers should care about the brand familiarity issue, which strongly influences customers’ brand trust and customer intention to invest in an Islamic bank. In addition, Islamic bank managers should pay attention to the profit-sharing rate given to customers, as it interacts with brand familiarity in influencing customers’ perceived value.

This study examined the impact of brand familiarity and profit-sharing rate on Muslim consumers’ brand trust, perceived risk, perceived value and intention to save in an Islamic bank. The paper provides a shred of empirical evidence to the theoretical relationship between the subjective and objective cues that influence the formation of customers’ trust, perceived financial risk, perceived value and intention in the Islamic bank context.

Sustainability is considered a core trend in the development of the fashion industry. Clarifying the driving factors of consumers’ sharing willingness regarding sustainable image from the perspective of psychology can help fashion brands implement sustainable management and deepen industrial sustainable development.

Based on commitment theory, this paper proposes a conceptual model that includes three antecedents: perception of greenwashing, environmental, social and governance (ESG) and social media content quality. These affect consumers’ sharing willingness regarding sustainable image through affective commitment, continuance commitment and normative commitment. Furthermore, 310 participants reported their tendencies in a formal empirical study.

The results show that unlike green perception, which has a significant negative effect, consumers have a significant positive commitment to high perceived levels of ESG and social media content quality. Besides, all three dimensions under the commitment theory play a partial mediating role between consumer perception and sharing willingness.

This study not only extends the research on the commitment theory to the field of fashion marketing and management but also enriches the research context of brand image sharing willingness, which explains the differential effects of different consumer commitments on their information sharing willingness. Moreover, several management implications applicable to the fashion industry have also been proposed based on the conclusion.

This chapter offers insights on how knowledge management (KM) tools and initiatives contribute to successful internal branding. Knowledge management has gained considerable recognition from both business practitioners and academics. However, understanding and implementation of KM practices in relation to internal branding is still a largely unexplored field. The authors, thus, present several models of knowledge sharing and outline their applicability to the field of internal branding. Through a case study of a Finnish multinational company Teleste, this chapter shows the applicability of the presented theories for brand knowledge sharing. The practical case looks at how knowledge sharing helped Teleste in the process of rebranding, particularly when promoting its new brand image within the organization.