Search results

1 – 10 of over 2000
To view the access options for this content please click here
Article
Publication date: 24 September 2020

Siyu Gong, Guanghua Sheng, Peter Peverelli and Jialin Dai

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on…

Abstract

Purpose

This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process.

Design/methodology/approach

Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes.

Findings

The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception.

Originality/value

This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

Details

Journal of Product & Brand Management, vol. 30 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

To view the access options for this content please click here
Article
Publication date: 7 September 2020

Yuanqiong He, Qi Zhou, Shuojia Guo and Jie Xiong

This study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.

Abstract

Purpose

This study aims to investigate the construal congruence of anthropomorphized brand roles and product messaging and its underlying mechanism on consumers' product attitude.

Design/methodology/approach

Four experimental studies were conducted to test the hypotheses. Study 1 investigated the framing effect of anthropomorphized brand roles (servant vs partner) in consumers' minds. Study 2 examined the matching effect of anthropomorphized brand roles and product messaging on product attitude. 132 students were randomly assigned to a 2 (anthropomorphized roles: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) between-subject factorial design. Study 3 tested the mediation effect of processing fluency underlying the construal congruence mechanism. Study 4 replicated the results of study 3 and further examined the boundary conditions by introducing product innovation locus as a moderator. A total of 218 students were randomly assigned to a 2 (anthropomorphized role: servant vs partner) × 2 (product messaging: higher-level construal vs lower-level construal) × 2 (innovation locus: core innovation vs peripheral locus) between-subjects design experiment.

Findings

The results demonstrate that a construal match between product messaging and anthropomorphized brand roles –anthropomorphized “servant” with higher-level construal messaging and anthropomorphized “partner” with lower-level construal messaging – can positively influence consumers' attitude via enhanced processing fluency. Furthermore, this construal matching effect on product attitude is moderated by the innovation locus of the product.

Practical implications

This study reveals that anthropomorphized brand roles with compatible product messaging in the associated construal levels lead to more favorable product attitudes. Furthermore, the matching effect of anthropomorphized brand roles and product messaging is stronger for products with peripheral innovation than with core innovation.

Originality/value

Our study contributes to the literature in two ways. First, it provides new insights into the construal matching effect of anthropomorphized brand roles and product messaging. Second, it investigates the boundary conditions of the above-mentioned construal fit mechanism.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 24 June 2020

Prathamesh Kittur and Swagato Chatterjee

Though extant literature has identified goods-based brand image (GBBI) and services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their…

Downloads
1072

Abstract

Purpose

Though extant literature has identified goods-based brand image (GBBI) and services-based brand image (SBBI) as drivers of business-to-business (B2B) loyalty, their relative importance has remained unexplored. This study aims to bridge this gap.

Design/methodology/approach

The authors have used a retrospective sampling-based methodology to collect data from B2B customers via an offline survey with a sample size of 125 purchase managers.

Findings

The authors found that both GBBI and SBBI have positive relationships with B2B loyalty, with customer satisfaction being the mediator. Using the construal level theory (CLT), the authors argue that the B2B purchase term, vendor–customer relationship strength and physical accessibility of the vendor are associated with the construal level of the purchase context. Further, the authors show that B2B customers give higher importance to GBBI in lower construal level and higher importance to SBBI in higher construal level. The authors have also found the moderated mediation effect of customer satisfaction in GBBI–loyalty and SBBI–loyalty relationships with construal level as moderator.

Research limitations/implications

This study contributes to extant literature of B2B branding and purchase decision-making by bringing in concepts of CLT. It also extends the literature of the GBBI–SBBI–loyalty relationship by bringing in newer results, which reassure the coexistence of goods-dominant and service-dominant logic in the B2B marketplace.

Practical implications

Important managerial implications have been discussed to help B2B managers in brand building, product–service design and relationship management.

Originality/value

This paper is a pioneer in using the CLT in the B2B purchase contexts. It also provides a theoretical and psychological underpinning of goods–service dilemmas in the B2B context, which is also noble.

Details

Journal of Business & Industrial Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

To view the access options for this content please click here
Article
Publication date: 1 November 2018

Bo Wu, Dongjin Li and Chubing Zhang

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of…

Abstract

Purpose

The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability.

Design/methodology/approach

The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies.

Findings

The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability.

Research limitations/implications

This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion.

Originality/value

Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.

Details

Journal of Contemporary Marketing Science, vol. 1 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

To view the access options for this content please click here
Article
Publication date: 14 September 2015

Edward Ramirez, Fernando R. Jiménez and Roland Gau

This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the…

Downloads
2446

Abstract

Purpose

This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the positioning of environmental products is also tested.

Design/methodology/approach

Study 1 used 62 laddering interviews to identify a hierarchical map of adoption related goals. Study 2 used a survey design (N = 152 students) to test the effects of construal-goal fit on evaluations of environmental product attributes of a hybrid car. Study 3 involved an online experiment (N = 125 consumer panellists) to test the effects of construal-goal fit on consumers’ willingness to pay a price premium (WTPP) for energy-efficient light bulbs.

Findings

A hierarchical goal map displays consumption goals attainable through environmentally sustainable products. Consumers with a chronic, high-level construal placed more importance on product attributes associated with abstract goals than those with chronic, low-level construal. This effect was stronger for males than for females. Additionally, construal-goal fit increased WTPP.

Research limitations/implications

The results suggest that marketers consider construal-goal fit to communicate the value of environmentally sustainable products. The results, however, should be replicated in other product categories and across diverse cultural settings.

Originality/value

This paper identifies and classifies the goals related to consumption of environmentally sustainable products. Additionally, it tests the effects of construal-goal fit on evaluations of environmental products, providing insights for marketers seeking to improve their promotional efforts and for public policymakers as they institute demarketing campaigns.

Details

European Journal of Marketing, vol. 49 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 27 August 2019

Eline L.E. De Vries and Bob M. Fennis

Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity…

Downloads
1506

Abstract

Purpose

Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal.

Design/methodology/approach

Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses.

Findings

Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one.

Practical implications

For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity.

Originality/value

The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

Details

International Marketing Review, vol. 37 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

To view the access options for this content please click here
Article
Publication date: 13 March 2017

Nicole Hartley and Teegan Green

Service encounters are becoming increasingly virtual through the infusion of computer-mediated technologies. Virtual services separate consumers and service providers both…

Abstract

Purpose

Service encounters are becoming increasingly virtual through the infusion of computer-mediated technologies. Virtual services separate consumers and service providers both spatially and temporally. With the advent of virtual services is the need to theoretically explain how service separability is psychologically perceived by consumers across the spectrum of computer-mediated technologies. Drawing on construal-level theory, the purpose of this paper is to conceptualize a theoretical framework depicting consumer’s construal of spatial and temporal separation across a continuum of technology-mediated service virtuality.

Design/methodology/approach

The authors conducted two studies: first, to investigate consumers’ levels of mental construal associated with varying degrees of service separation across a spectrum of technology-mediated services; second, to empirically examine consumer evaluations of service quality in response to varying degrees of spatial and temporal service separation. These relationships were tested across two service industries: education and tourism.

Findings

Consumers mentally construe psychological distance in response to service separation and these observations vary across the spectrum of service offerings ranging from face-to-face (no psychological distance) through to virtual (spatially and temporally separated – high psychological distance) services. Further, spatial separation negatively affects consumers’ service evaluations; such that as service separation increases, consumers’ service evaluations decrease. No such significant findings support the similar effect of temporal separation on customer service evaluations. Moreover, specific service industry-based distances exist such that consumers responded differentially for a credence (education) vs an experiential (tourism) service.

Originality/value

Recent studies in services marketing have challenged the inseparability assumption inherent for services. This paper builds on this knowledge and is the first to integrate literature on construal-level theory, service separability, and virtual services into a holistic conceptual framework which explains variance in consumer evaluations of separated service encounters. This is important due to the increasingly virtual nature of service provider-customer interactions across a diverse range of service industries (i.e. banking and finance, tourism, education, and health care). Service providers must be cognisant of the psychological barriers which are imposed by increased technology infusion in virtual services.

Details

Journal of Service Theory and Practice, vol. 27 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

To view the access options for this content please click here
Article
Publication date: 30 October 2019

Sevgi Emirza and Alev Katrinli

The purpose of this paper is to investigate the effect of leader’s construal level, which is the tendency of the leader to construe things abstractly or concretely, on…

Abstract

Purpose

The purpose of this paper is to investigate the effect of leader’s construal level, which is the tendency of the leader to construe things abstractly or concretely, on leader-member exchange (LMX) quality and the moderating role of relational demography, which is the comparative similarity between supervisor and subordinate in demographic characteristics. The authors hypothesize a positive relationship between leader construal level and the quality of relationship, such that, as the leader’s construal level increases and becomes more abstract, the quality of relationship improves. Furthermore, demographic similarity is expected to moderate the relationship between leader construal level and LMX quality.

Design/methodology/approach

Data were collected from 159 employees with an online questionnaire. Hierarchical regression analysis was used for hypothesis testing.

Findings

Results show that the leader’s construal level is positively associated with LMX quality. Moreover, demographic similarity moderates this relationship such that when subordinate and supervisor have similar demographic characteristics, the effect of leader construal level on LMX is higher.

Originality/value

This study addresses the call for further research on leader-related antecedents of LMX by showing that leader construal level predicts relationship quality. This study also enhances our understanding of how to leverage the construal level in leadership research. Moreover, this study provides a deeper and more integrated understanding regarding the development of LMX relationships by delineating the interactive effect of leader-related features and relational demography.

Details

Leadership & Organization Development Journal, vol. 40 no. 8
Type: Research Article
ISSN: 0143-7739

Keywords

To view the access options for this content please click here
Article
Publication date: 11 May 2015

Sonia Noemi Vilches-Montero and Mark T. Spence

This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue – prior to providing estimates but after exposure to the stimulus …

Downloads
1240

Abstract

Purpose

This paper aims to examine how activating an abstract versus concrete construal as a retrieval cue – prior to providing estimates but after exposure to the stimulus – affects retrospective duration estimates of a hedonic experience, the kind of experience one might wish to repeat. Recent research has examined the effect of construal mindsets on prospective time perceptions (Hans and Trope, 2013) as well as the prediction of future durations (Kanten, 2011; Siddiqui et al., 2014).

Design/methodology/approach

Two experiments are presented to test four hypotheses. The effect of construal level on time perceptions, confidence in duration judgments and future preferences using two different construal level manipulation techniques and a range of measures for the dependent variables is demonstrated.

Findings

This research found that compared to a neutral experience, time perceptions of an enjoyable event are not explained by differences in the level of attention paid to the stimuli; that duration estimates elicited under abstract construals are shorter than those produced by concrete construals; and regardless of construal mindset, memory decay due to time delay appears to be at work. Hence duration estimates shorten. Moreover, abstract construals decrease confidence in duration judgments, but positively affect future preferences compared to a concrete mindset.

Originality/value

This paper expands current knowledge by showing that construal mindsets can be used as retrieval cues to affect evaluations of past experiences and consumers’ experience-based future preferences.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

To view the access options for this content please click here
Article
Publication date: 6 December 2019

Miriam McGowan, Louise May Hassan and Edward Shiu

Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect…

Abstract

Purpose

Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory.

Design/methodology/approach

An experimental approach was used which included two-part between-subjects designs.

Findings

High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus.

Research limitations/implications

The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts.

Practical implications

This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification.

Originality/value

This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

Details

European Journal of Marketing, vol. 54 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 2000