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Open Access
Article
Publication date: 24 November 2022

Mandakini Paruthi, Harsandaldeep Kaur, Jamid Ul Islam, Aaleya Rasool and George Thomas

This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the…

Abstract

Purpose

This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and consumer community identification with brand love. Positive word of mouth is taken as an outcome variable.

Design/methodology/approach

To test the proposed relationships, data were collected from 580 social media-based brand community followers and analysed through structural equation modelling.

Findings

Results corroborate brand relationship quality and consumer community identification as critical drivers of consumer engagement on the online platforms. The results further reveal a positive association between consumer engagement and brand love which consequently foster positive word of mouth. The findings also corroborate the partial as well as full mediating role of consumer engagement on different proposed associations.

Originality/value

This study offers an in-depth insight of specific motivations to engage consumers in the virtual domain, make them adore their brands and spread a positive word. All of these outcomes are crucial in offering competitive advantages to firms. This study validates the relevance of consumer engagement interactions in contemporary firms’ relationship marketing strategies.

Article
Publication date: 13 October 2022

Muhammad Junaid, Marc Fetscherin, Khalid Hussain and Fujun Hou

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive…

Abstract

Purpose

This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.

Design/methodology/approach

A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.

Findings

While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.

Research limitations/implications

The main limitation of this study was its single-country cross-sectional convenience sample.

Practical implications

While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.

Originality/value

To the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.

Details

European Journal of Marketing, vol. 56 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 2 May 2015

Pankaj Aggarwal and Megha Agarwal

This research uses the distinction between communal relationships (based on mutual care and concern) and exchange relationships (based on the principle of quid pro quo) to…

Abstract

Purpose

This research uses the distinction between communal relationships (based on mutual care and concern) and exchange relationships (based on the principle of quid pro quo) to propose a framework that predicts differences in the shape of consumer response function to increasing levels of brand transgressions.

Methodology/approach

The paper proposes a conceptual model based on insights from prior research on brand relationships.

Findings

The premise being proposed in this paper is that exchange-oriented consumers, being focused on the balance of inputs and outcomes, base their evaluations on an objective assessment of the final outcome, such that their response function will be relatively proportional to increasing levels of brand transgression. On the other hand, communally oriented consumers are concerned with whether or not the relationship partner cares for them, such that up to a point brand transgressions are overlooked while beyond a threshold there is a sudden negative shift in brand evaluations. These consumers thus exhibit a step-function response to brand transgressions.

Research limitations

This paper proposes a conceptual framework and leaves it to future researchers to test it empirically.

Practical implications

Managers now have a toolkit to better manage instances of product and service failure.

Social implications

Findings from this model can be applied to better manage interpersonal relationships too.

Originality/value of the paper

This paper proposes a model that shows how and why consumers might differ in their response to brand transgressions. Further, this is a dynamic model in that it traces the response function of the consumers at increasing levels of transgressions.

Details

Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Book part
Publication date: 2 May 2015

Aaron C. Ahuvia

This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or…

Abstract

Purpose

This paper argues for the following sensitizing proposition. At its core, much of consumer behavior that involves brand meanings is an attempt to influence, or symbolically mark, interpersonal relationships.

Methodology/approach

This paper presents a conceptual argument based on a literature review.

Findings

First, I argue that our pervasive concern with other people is a basic genetic component of human beings, and discuss some possible evolutionary pressures that may have led to this result. Then I discuss how this pervasive concern influences consumer behavior related to brand meanings. This discussion is structured around two aspects of social relationships: interpersonal closeness and social status. Relationship closeness is discussed with regard to brand communities, gifts, special possessions and brand love, and the often hidden ways that social relationships permeate everyday consumer behavior. Social status is discussed with reference to materialism. Materialism is sometimes misunderstood as an obsession with physical object, or as occurring when people care more about products than they do about people. In contrast, I argue that materialism is better understood as a style of relating to people.

Originality/value

This paper integrates a range of disparate findings in support of a broadly applicable generalization that nothing matters more to people than other people. This generalization can function as a sensitizing proposition that managers and researchers can bear in mind as they seek to interpret and understand how brand meaning influences consumer behavior.

Book part
Publication date: 2 May 2015

Eda Sayin and Zeynep Gürhan-Canlı

We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.

Abstract

Purpose

We propose that brands with strong associations and dedicated customers may be vulnerable if customers perceive them as exploiting their relationship.

Methodology/approach

We start by reviewing the literature on brand meaning, brand attachment, brand relationships, and brand transgressions. The extant literature implies that as a result of their willingness to sustain their brand relationship, highly attached consumers will either discount negative information about a brand or attribute the responsibility for the negative information to some external factors. We propose, on the other hand, that when negative information dilutes the reason for brand attachment, the norm of the consumerbrand relationship is violated (brand transgression). Then we argue that highly attached consumers of that brand will react more negatively (when compared to consumers not feeling highly attached) toward the brand.

Findings

We introduce a typology of brand transgressions against the (1) expressive, (2) exclusive, (3) expert, and (4) empathic nature of brands. We discuss the possible effects of attachment levels on consumers’ reactions after such brand transgressions. Additionally, we articulate the moderating effects of four consumer motives (need for self-enhancement, need for uniqueness, need for risk avoidance, and need for justice) on consumer reactions.

Originality/value

Our reasoning counters the literature suggesting that highly attached consumers of a brand will engage in relationship-sustaining behaviors. We contribute to the brand-transgression literature by providing a more structured and detailed definition of brand transgressions by classifying them under four distinct types.

Details

Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

Keywords

Book part
Publication date: 30 July 2018

Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a…

Abstract

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumerbrand relationship has been of great interest for marketers. Indeed, consumerbrand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumersrelationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumerbrand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumerbrand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

Article
Publication date: 27 May 2022

Saeed Arablooye Moghaddam and Mohammad Rahim Esfidani

This paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types…

Abstract

Purpose

This paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types and stages of relationships between consumers and brand communities on Instagram using social penetration theory and explain the behavioral interactions of consumers resulting from these relationships across different stages.

Design/methodology/approach

A mixed method strategy was employed combining a qualitative multi-case study and an online survey. Eight individuals following restaurant and apparel brands on Instagram participated in the first study and 202 samples participated in the online survey.

Findings

Fifteen different types of relationships were identified between consumers and brand communities on Instagram and were classified into five stages ranging from orientation to de-penetration. The results reveal that behavioral interactions (i.e. consuming and participating) rise across the first four stages of brand community relationship development and fall down at the fifth stage.

Originality/value

This paper introduces new relationship types and stages and brings together different pieces of extant literature to explain the rising and falling of behavioral interactions resulting from consumer relationships with brand communities on Instagram.

Details

Marketing Intelligence & Planning, vol. 40 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 23 June 2022

Heyao Yu, Tiffany S. Legendre and InHaeng Jung

Mergers and acquisitions (M&As) are typical corporate strategies that provide hospitality business competitiveness. However, some recent evidence shows that when the…

Abstract

Purpose

Mergers and acquisitions (M&As) are typical corporate strategies that provide hospitality business competitiveness. However, some recent evidence shows that when the merged and acquired (M&Aed) restaurants have strong local characteristics, consumers feel betrayed and perceive the M&As, legitimate business activities, as immoral actions. Building upon expectancy violation theory and moral foundation theory, this study aims to examine the moderating role of locavorism on the indirect effects of preexisting relationship quality on desire for avoidance and psychological loss through brand betrayal and moral judgment.

Design/methodology/approach

This study used the M&A of Whataburger chain restaurant as the scenario and recruited 399 Texas Whataburger consumers. A moderated mediation model was developed to examine the mechanisms through which preexisting relationship quality on negative responses to M&A of local restaurants.

Findings

The results showed preexisting relationship quality influences desire for avoidance and psychological loss negatively through brand betrayal and moral judgment. The indirect effects of relationship quality on the desire for avoidance and psychological loss become more accentuated among locavores.

Practical implications

The results implied that merging and acquiring (M&Aing) companies should closely monitor consumer dialogues to promptly respond to post-M&A uncertainties when M&Aed company has a strong local identity.

Originality/value

The unique contribution of this study is showing why consumers have extreme negative emotions and judgment of immorality when M&A decisions are made for local hospitality brands through the lens of brand betrayal and moral foundation theory. The results can help M&Aing companies mitigate consumers’ negative responses to M&A of local restaurants.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 12
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 20 June 2022

Vikas Kumar

This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand

Abstract

Purpose

This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents.

Design/methodology/approach

Data were collected from different online brand communities' members. In total, 465 responses were analyzed through structural equation modeling.

Findings

The study's findings establish that the continuity, credibility, and integrity dimensions of perceived brand authenticity significantly strengthen the consumer-brand relationship, which ultimately influences the consumers' participation intentions in online brand communities.

Research limitations/implications

Future research should examine the applicability of the proposed model to the customer-created online brand communities. Consumer participation intentions may be compared across product categories.

Originality/value

The findings contribute to the emerging and important area in marketing by highlighting the importance of brand authenticity and consumer-brand relationship in developing an urge to participate in online brand communities.

Details

Marketing Intelligence & Planning, vol. 40 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 7 December 2021

Benjamin Nobi, Kyung-Min Kim and Sangwon Lee

This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators…

Abstract

Purpose

This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens.

Design/methodology/approach

Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]).

Findings

Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands.

Originality/value

This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.

Details

Journal of Asia Business Studies, vol. 16 no. 6
Type: Research Article
ISSN: 1558-7894

Keywords

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