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1 – 10 of over 5000Liangyan Wang, Eugene Y. Chan and Ali Gohary
During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand…
Abstract
Purpose
During a brand crisis, consumers construct attributions to understand the cause of the crisis and to assign blame, with attributions of blame to firms consequently lowering brand attitudes. The purpose of this paper is to explore attributions of blame in performance- versus values-related brand crisis. Do consumers assign different levels of blame to values- versus performance-related brand crises?
Design/methodology/approach
The authors conducted three experimental studies, plus one pilot study, with American, British and Australian participants in which they manipulated the type of brand crisis as values- or performance-related to determine the extent to which consumers attribute blame to the firm and the effects of those attributions on consumers’ brand attitudes.
Findings
Findings indicated that consumers assign more blame to firms for a values-related brand crisis than for a performance-related brand crisis.
Research limitations/implications
The findings of this study explain how consumers are harsher towards firms that violate some moral or social standards than those that exhibit product defects.
Practical implications
For branding and public relations officials, finding greater internal attribution for values-related brand crises offers implications for how and what information about such crises ought to be conveyed to manage consumer response and brand reputation.
Originality/value
To the best of the authors’ knowledge, the findings are the first to explore attributions in blame toward values- and performance-related brand crises.
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Kevin Teah, Billy Sung and Ian Phau
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer…
Abstract
Purpose
This study aims to examine the moderating role of principle-based entity (PBE) of luxury brands and its effect on perceived corporate social responsibility (CSR) motives, consumer situational scepticism and brand resonance.
Design/methodology/approach
Structural equation modelling using multigroup analysis was used. Data were collected through a consumer panel.
Findings
Values-driven motives lowered consumer situational scepticism (CSS) significantly more in PBE than non-PBE. However, egoistic-driven motives increased CSS significantly more in PBE than non-PBE. Stakeholder-driven motives and strategic-driven motives did not elicit CSS, contrary to prior studies in non-luxury brands. PBE status also weakens the relationship between CSS and brand resonance more than non-PBE status.
Originality/value
This study is the first to provide empirical insights into PBE status and its effects on perceived motives, CSS of CSR initiatives and its influence in consumer and management outcomes in luxury brands.
Ekta Aggarwal, Anurupa B. Singh and Richa Misra
The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and…
Abstract
Purpose
The young generation (Gen Z and Millennials) has a different set of values that the brand needs to interpret better. There is evidence of a correlation between luxury brands and sustainability. The purpose of this study is to assess the impact of consumers’ consumption values (functional, experiential, and symbolic) and ethical values (ascribed responsibility) through flow experience (FE) on consumers’ attitudes towards sustainable luxury brands (SLB) in the young generation based on stimulus-organism-response theory.
Design/methodology/approach
The research design consists of Studies 1 and 2. Study 1 used a structured questionnaire on a sample of 396 respondents based on the scales of luxury consumption values. For Study 2, the authors collected 30 qualitative responses from the target group (young Indian shoppers who indulge in luxury fashion shopping frequently) via open-ended essays. PLS-SEM was used to test the hypothesised relationship.
Findings
As per the results, functional values are the most significant predictors of FE, followed by AR, experiential values and symbolic values. The study also discovered that FE has a substantial influence on the formation of attitudes towards sustainable luxury fashion brands. The qualitative findings were in line with the quantitative findings, except that the respondents have reservations with respect to the authenticity of sustainable initiatives by the brands.
Practical implications
As the young consumer represents the future development of the luxury market, it is crucial to fully comprehend their view with respect to consumption value and AR in an emerging economy like India, which constitutes one of the highest populations of young consumers. The new research framework will also assist luxury brand managers in the formulation of efficient brand marketing strategies for sustainable luxury apparel.
Originality/value
Previous studies have mainly focused on FE in the context of the service industry. There are limited studies exploring the impact of achieving FE in framing the attitude towards sustainable luxury fashion brands. Academic research in the area so far has limited its scope to quantitative and a few qualitative studies, but this study provides a mixed-methods approach in a luxury setting, contributing to the study’s distinctiveness.
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Dr Dongmei Zha, Pantea Foroudi and Reza Marvi
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable…
Abstract
Purpose
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.
Design/methodology/approach
Employing a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.
Findings
Results show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).
Research limitations/implications
This study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.
Originality/value
This study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.
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Lea Prevel Katsanis, Alan Williams and Kajan Srirangan
The purpose of this study is twofold: first, to determine if pharmaceutical companies can be grouped based on their espoused values, and second, to examine the relationship…
Abstract
Purpose
The purpose of this study is twofold: first, to determine if pharmaceutical companies can be grouped based on their espoused values, and second, to examine the relationship between these values and company reputation.
Design/methodology/approach
A descriptive study design is used with two separate analyses: cluster analysis for grouping the companies; and descriptive data analysis for determining cluster differences.
Findings
The findings suggest that there are three value clusters: competent, community and interpersonal, with the community group showing the highest relative reputation, and the interpersonal cluster as the lowest. Brand portfolio composition appears to positively contribute to reputation. The effect of portfolio specialization is based on a company’s closeness to its therapeutic community, which may be influenced by the outward characteristics of its values.
Research limitations/implications
Future research should examine the longitudinal effects of values on reputation combined with case studies.
Practical implications
Regardless of cluster classification, all firms should develop strong ties with their therapeutic communities using both personal and digital/omnichannel strategies.
Social implications
A company’s values are becoming an important consideration for all customers and stakeholders.
Originality/value
To the best of the authors’ knowledge, this study is the first to systematically examine the activities of leading pharmaceutical firms to link a specific value cluster to company reputation.
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Padmali Rodrigo, Hina Khan and Naser Valaei
Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands…
Abstract
Purpose
Despite the plethora of research into country-of-origin (COO) effects, research that investigates the cognitive structures behind elite consumers' preferences for foreign brands remains limited. Hence, this study aims to investigate the cognitive structures behind foreign brand preference among professional elites in Sri Lanka.
Design/methodology/approach
Using the means-end chain (MEC) theory as the theoretical lens and building on the findings of 30 laddering interviews (semi-structured), a survey was conducted among 311 professional elites to uncover the key elements of the cognitive structures behind foreign brand preference.
Findings
The findings revealed that the cognitive structures behind foreign brand preference are influenced by a bundle of brand attributes, brand consequences and personal values of elites', which significantly influence their attitudes towards foreign brands. Multi-group analysis further revealed that the relationship between brand attributes and attitudes significantly differs across Chinese and US COOs where the path coefficient is stronger for elites' preference for Chinese brands.
Originality/value
This study is the first of its kind to explore the COO effects on consumer cognitive structures. The findings contribute to MEC theory and shed light on the understanding towards elites' preference for foreign brands.
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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.
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Safdar Hussain, Muhammad Haroon Shoukat, Islam Elgammal, Mukaram Ali Khan and Kareem M. Selem
Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking…
Abstract
Purpose
Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand identification and self-representation with online brand advocacy (OBA).
Design/methodology/approach
Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4.
Findings
The multigroup analysis findings revealed that customer interaction and functional/hedonic values sequentially mediated the linkages of customer-brand identification and self-presentation with OBA for Egyptian and non-Egyptian user groups.
Originality/value
The novelty of this study is that it tested and validated customer interaction with the Aliexpress service scale, allowing for reflection on the interactive nature of this platform between Egyptian and non-Egyptian customers. SIT also lends credence to the idea that self-presentation mediates the effect of customer-brand identification on Aliexpress’s OBA, potentially shedding new light on this understudied dimension using a theoretical framework.
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Prince Yao Amu, Bedman Narteh and Prince Kodua
The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.
Abstract
Purpose
The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.
Design/methodology/approach
Using a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure.
Findings
The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not.
Originality/value
This study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.
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The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the…
Abstract
Purpose
The purpose of this study is to propose and develop an antecedent model from star hotel employee viewpoint and a consequence model for star hotel customers’ evaluation of the brand equity development process.
Design/methodology/approach
In terms of the study setting, structural equation modelling was conducted. Study 1 used the views of 323 star hotels’ employees on the mutual relationships among employee-based brand equity, and Study 2 used 516 star hotels’ customer perspectives concerning the mutual relationships among customer-based brand equity.
Findings
In the antecedent model of Study 1 from an employee viewpoint, service quality is a foundational attribute of the indirect influences of brand equity development through brand promise, values and message. A moderating role of brand identity is also found. In the consequence model of Study 2 from the perspective of customers’ evaluation, mutual relationships of brand equity are identified, and social interactions are established that enhance the positive relationships among the different critical attributes of brand equity.
Originality/value
Although numerous hotel branding studies have identified the consequences of hotels for employees, few have simultaneously considered employees and customer feedback in terms of star hotel branding. This research considers the bidirectional effects of such a comprehensive perspective.
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