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Brand prominence describes the conspicuousness of a brand on a product. The purpose of this research is to investigate the types of brand prominence variation.

Utilizing an exploratory approach, 20 in-depth interviews were conducted where respondents created five outfits for anticipated social scenarios. The prominence of brands on these outfits were photographed, catalogued and qualitatively analyzed for thematic variation. Then, the brand prominence data points were quantitatively content analyzed.

The results from the qualitative analysis is an organizing framework describing three major types of brand prominence variation: brand visibility, brand frequency and brand distribution. In addition, heat maps were generated to visually display the prominence of brands distributed on the individual’s body. Subsequent results from the quantitative content analysis revealed that brands on shoes and pants were most likely to display significant levels of prominence in relation to frequency and visibility dimensions. Significant differences across participant demographic groups were also found in terms of the brand visibility.

This new information on brand prominence variation provides business brand managers with insight on how to measure and monitor their own levels of brand prominence displays. They, in turn, can engage in more strategic placement and prominence of their brands in the future production of fashionable clothes, shoes and accessories.

The conspicuous consumption literature has long been interested in studying how consumers display their brands. The current study demonstrates how consumer researchers can measure brand prominence variation and therefore gain better insight on the consumer who engages in conspicuous consumption via brand prominence variation.

The purpose of this paper is to examine cognitive, emotional, and behavioral reactions caused by online petition campaigns against cases of perceived corporate malpractice, while also contributing to the ongoing debate over the spill-over effects of online activism to offline contexts. A dual pathway model is advanced based on the individual’s motivation to help the people affected by irresponsible corporate behavior and punish the deviant corporation.

Two studies (USA and UK) are used to gather cross-sectional and longitudinal data, which are analyzed using structural equation modeling.

Online petition campaigns relying on the display of victims affected by irresponsible behavior trigger feelings of compassion and anger. While the former leads to campaign support motivated by a desire to help, the latter causes intentions to punish. Intentions to support the petition resulting from this dual pathway influence the actual signing of the petition online and self-reported offline negative word of mouth against the company.

Both identified pathways should be activated by online petition campaigns to increase online support and spreading offline negative word of mouth. To do so, such campaigns need to increase perceptions of unfairness and victim’s similarity, and likeability.

Scant research has examined the psychological processes that explain the effectiveness of online petition campaigns against businesses and the motivations to sign an online petition and engage in subsequent offline behavior. Implications for businesses are also discussed.

Given the increased significance and rapid growth of an ageing population, this review paper aims to define the mature consumer segment chronologically to resolve definitional inconsistencies found in prior marketing communications literature, identify the current state of the marketing communications field in terms of mature consumer research and highlight future research directions on mature consumers for marketing communications academics and practitioners.

A synthesis of existing marketing communication research on mature consumers (those aged 50+), published in top-tier journals since 1972, is provided. In total, 106 papers were identified in 21 marketing journals.

Three existing research themes were identified: market segmentation of mature consumers (we ground this theme in three inter-related facets: chronological age, health [physical and neurological] and self-perception of age [also referred to as cognitive age]); attitudes and behaviours of mature consumers; and marketing to mature consumers. This paper also proposes several future research themes: further definition of mature consumers and widening the scope of examination; segmenting mature consumers to account for heterogeneity; information processing of mature consumers cannot use a one-size-fits-all approach; the influence of marketing mix elements on mature consumers; and alternative methodologies to better understand mature consumers.

Recognising the heterogeneity within the chronologically based mature consumer segment, this paper proposes an extended mature consumer definition which includes biological, psychological and social dimensions, as well as life events and life circumstances, rather than biological age alone.

In practical terms, understanding information processing of mature consumers cannot use a one-size-fits-all approach and marketing mix elements may affect behaviour differently within this segment. This will require alternative methodologies to understand these processes fully.

This synthesis of mature consumers research within the marketing communications field provides key research questions for future research to better understand this market segment and its implications for marketing communications, theory development and practice.

Consumer animosity toward a foreign country can affect negatively international brands. Existing international marketing research offers inconsistent accounts of the factors that explain product quality perceptions, negative word of mouth (NWOM) and product avoidance in animosity contexts. This paper aims to demonstrate that such inconsistency is caused by the fact that different explanations apply to different consumer subgroups. Searching for a single solution, thus, leads to erroneous predictions for sizable subgroups of consumers.

The study implements a fuzzy-set qualitative comparative analysis to two quantitative surveys examining Chinese consumers’ (n = 476) reactions to Japanese products and American consumers’ (n = 517) reactions to Chinese products.

The analysis yields novel explanations of the outcomes of animosity. Only in some causal configurations reduced quality evaluations explain product avoidance and NWOM, while in others negative behaviors co-exist with positive quality perceptions. Moreover, negative emotions’ role varies across forms of animosity. While anger is often associated with the behavioral outcomes of animosity, fear plays an important role in only a few specific combinations.

General models of animosity need to be complemented with accounts that examine the multiple mechanisms underpinning animosity outcomes.

Marketers should identify which animosity model applies to their consumer segment(s) as different mechanisms require different marketing approaches.

To the best of the authors’ knowledge, this is the first study recognizing that the same animosity outcomes are explained by multiple mechanisms offering a more nuanced picture of the motivations associated with consumer animosity.

The paper aims to propose a new conceptualisation of consumer anger directed against a company.

In this paper, an integrative review of the literature on anger in marketing has been conducted.

Anger at the firm is experienced in two forms: vengeful anger or problem-focused anger. The motivational goals associated with each differentiate between the two types and lead to different relational consequences: vengeful anger implies a desire to hurt the culprit, whereas problem-focused anger solely requires the attainment of a thwarted goal. The two types are associated with different patterns of appraisals, levels of intensity and emotion expression. These differences, documented in the literature, are not universal but shaped by contextual and personal variables. Although marketers conflate these two types of anger under the same label, only vengeful anger represents a threat to marketing relationships, whereas problem-focused anger has positive consequences if managed appropriately.

Studies that examine anger will benefit from a more nuanced understanding of this concept. This paper raises important implications for the measurement of this emotion, as existing scales are not able to measure the goals associated with the two types of anger.

The insights presented help managers form strategies to address consumer anger in contexts such as service failures and/or crisis communications.

The paper extends scholars’ understanding of consumer anger. It offers an improved conceptualisation of this emotion, opening new avenues for future research.

Grounded in stewardship theory, this study explores the motives, actions and meanings of multiple stakeholders involved in an inter-family hospitality family firm succession.

A longitudinal, ethnographic case study approach collects data from 15 in-depth interviews, one year of observation and a one-month on-site internship.

Results show that a well-defined succession plan and the active involvement of the successor/s in the succession process would foster a strong stewardship commitment to the family business. Moreover, a clear and open communication strategy is required to strategically manage rivalry and competition among potential successors during an inter-family succession.

The succession process of family firms remains an intensely discussed phenomenon, and despite its importance to the tourism and hospitality industry, the intersection between tourism and hospitality and family business literature is sparse. Notably, the tourism and hospitality literature lacks a multiple stakeholder perspective to holistically capture the motives, actions and meanings of numerous stakeholders involved in an inter-family succession.

The main purpose is to provide a global understanding of the role of women in entrepreneurship and family businesses, enabling the evaluation of the impact and the sentiment their role generates. To this end, empowerment and businesswomen's positioning through user-generated content (UCG) on Twitter is assessed.

The research is carried out from a quantitative and qualitative perspective through the evaluation of UGC from the social platform Twitter. A total of 37,852 tweets have been collected and subsequently analysed about the role of entrepreneurial women. For that purpose, a set of supervised machine learning algorithms have been developed for sentiment analysis, as a natural language processing (NLP) technique, outlining random forest as the one with the highest accuracy. Finally, social network analysis (SNA) techniques and graph theory are applied to a generated text-to-network, which enables the identification of the most relevant topics in the discussion.

The results revealed a positive relationship in the sentiment of the generated content in relation to women entrepreneurs and leaders. An increasing trend was evidenced in the number of published tweets, as well as in the identified topics, highlighting the needs and challenges faced by women in the business environment as the most widely discussed.

The study develops both theoretical and practical implications so that the findings result in applications in academia and society. The performed analysis creates consciousness about the challenges of women in society, specifically in entrepreneurship.

The study contributes to further enriching the literature on women's entrepreneurship by addressing UGC via Twitter around the role of women, entrepreneurship and power positions.

The purpose of this study is to examine how crowdfunding backer perceptions of market orientation and foreignness impact crowdfunding performance in emerging economies.

Using content analysis software, the authors analyzed 756 Kickstarter campaign narratives from the emerging economies of Brazil, Russia, India, China, and South Africa for the period between 2009 and 2019.

The authors’ results show that behavioral market orientation signals are positively related to amounts raised while decision criteria signals are negatively related. The authors also find that foreign entrepreneur status interacts with the two market orientations to impact funding amounts.

When creating crowdfunding campaigns in emerging economies, domestic entrepreneurs should use high levels of behavioral market orientation rhetoric but low levels of decision criteria rhetoric within their campaign narratives.

This study unpacks the components of market orientation and examines their positive and negative effects on crowdfunding success in the context of emerging economies.