Search results

This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.

In total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed.

Brand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers.

A limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings.

This study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands.

The mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.

The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income.

A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used.

Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers.

The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries.

Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers.

Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

This paper aims to model and estimate how celebrity chief executive officers (CEOs) credibility (i.e. expertise, trustworthiness, attractiveness) is related to their brand image (i.e. functional, sensory/visual). This paper further examines the effects of consumer materialism on both celebrity CEOs’ credibility and the image of their brand.

A total of 260 participants knowledgeable of CEOs and their corresponding brands completed an online questionnaire in a cross-sectional study. The data were analyzed through covariance-based structural equation modeling.

Celebrity CEOs’ expertise and attractiveness are positively related to both functional and sensory/visual images of their brands. Results also demonstrate the positive effect of materialism on both celebrity CEOs’ credibility and brand image.

The research was conducted in one country (France) using a cross-sectional design. Additional studies in other settings or countries should be carried out to establish the generalizability of results and strengthen causality inferences.

CEOs need to understand and manage their key role as celebrities, given the direct influence they may have on consumer brand perceptions and behavior.

This study refines the relationship between celebrity CEOs’ credibility and brand image. It is the first to introduce and validate the effect of consumer materialism on the perception of celebrity CEOs.

This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment. However, the complexity and measurement of brand oldness associations are not yet well-established. This paper proposes a reliable and valid measurement scale of the concept.

The research follows a rigorous scale-development procedure based on eight empirical studies, with a total of 2,065 respondents. The data were analyzed through covariance-based structural equation modeling.

The scale consists of 18 items and six dimensions, namely, decline, expertise, maintenance, reminiscence, timelessness and tradition. Results demonstrate an effect of brand oldness associations on both brand attachment and brand equity.

The research was conducted in one country (France). Additional studies in other settings or countries should be carried out to establish generalizability of results and strengthen causality inferences.

This is the first research to study the notion of brand oldness associations. This study identifies its dimensions, develops a measurement scale and demonstrates its reliability and validity.

Increasing consumer skepticism of corporate behavior has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets are to such efforts. The purpose of this paper is to demonstrate differences and similarities between corporate and product advertising by examining consumer ad involvement (AI) levels (a motivational state activated by the personal relevance of stimuli) and its antecedents and consequences for these ad types across two markets with varying degrees of economic development.

Using a 2 (ad type: corporate vs product) × 2 (market type: developed vs emerging) between-subject experimental design, the study was conducted in two markets with varying degrees of economic development, specifically, the USA (n=285) and Pakistan (n=311).

Results show that consumer involvement with corporate ads varies for developed (USA: high) and emerging (Pakistan: low) markets but that it remains the same for product ads across markets. Developed market consumers tend to be as involved with corporate ads as they are with product ads, whereas emerging market consumers are more involved with product ads than with corporate ads. Aside from differences in involvement levels, the findings demonstrate substantial similarities in the antecedents and consequences of consumer involvement for both ad (corporate vs product) and market (developed vs emerging) types.

With advertising and communication campaigns increasingly being standardized across different markets, this study demonstrates that corporate messages do not function similar as product messages across markets. For effective corporate campaigns, ad designs should fit with the motivation levels of the target consumers across markets.

This study demonstrates the differences and similarities between corporate and product AI across a developed and an emerging market.

The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers’ perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers’ self-brand connections.

An experimental method and a partial least square approach were adopted. Hypotheses were tested on data collected across 665 Chinese consumers.

Results demonstrate that TOO exerts a positive impact on perceived product authenticity, which in turn leads to stronger consumers’ self-brand connections. In addition, compared with country of origin (COO) information, TOO has a unique positive impact on perceived authenticity and a direct positive effect on consumers’ self-brand connections. Also, the positive impact of TOO on perceived authenticity is enhanced through consumers’ familiarity with the TOO and through congruence between the product category and the TOO.

One possible outcome of TOO (perceived authenticity) and one product category (lavender soap) were considered in this study.

Given the diminishing relevance of COO associations, this study demonstrates that TOO is an appealing alternative strategy for strengthening brand equity.

The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment).

The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.

The results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand).

Through the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.

Customer‐company identification (CCI) refers to a social relationship between a company and its customers. Prior research highlights the positive consequences of CCI but does not study the process by which CCI shapes both positive and negative consumer reactions to new company initiatives. This study aims to elaborate this process by modelling the mediating consequences of CCI (commitment to the company and feeling of belonging to an in‐group) on consumers’ responses to brand extensions.

Data were collected from 291 respondents, spanning two companies and four brand extension scenarios. The model parameters were estimated through partial least squares path modelling.

CCI leads to commitment to the company and to a related group, through identification processes. Both forms of commitment influence consumer reactions to new corporate initiatives. The effect of company commitment is stable; in‐group commitment is more influential in forming consumer responses but varies depending on the severity of the situation.

This research elaborates the mechanisms of identity‐based commitment and its effect on consumer responses to new company initiatives. The two‐tiered, identification‐based commitment model highlights how identified customers relate to both the company and in‐groups of consumers, as a result of CCI. It explains both positive and negative consumer reactions, an insight missing from prior studies.

The purpose of this paper is to decompose the concept of country of origin (COO) and test the influence of country of design (COD) and country of manufacture (COM) on consumer evaluations of bi‐national products (products designed in one country and manufactured in another). In addition to global country images, the paper aims to introduce the concept of “fit” or the logical connection between product categories and the COD or COM.

Relationships between constructs (perceived product quality, COD image, COM image and perceived fits) are hypothesized and data are collected via survey on the Tunisian market. Each of the 389 respondents evaluated different combinations (COD/COM) for two product categories (automobiles and television sets). All hypotheses are tested using multiple regression analysis.

The paper finds that the concept of fit between country image (both COD and COM) and product category is an important determinant of product evaluations. For products with status symbolic meanings (automobiles), consumers from emerging countries are more sensitive to COD than for more private goods (television sets) for which COM and COM/product fit are important.

This study used two informational cues (COD and COM), and fairly complex durable goods. Results need to be expanded and confirmed with other product categories on other emergent markets.

Practical implications of the study are that, beyond country images, measurement of fit between COD or COM and the product category will help define marketing communications and product promotions by emphasizing (or de‐emphasizing) global country information, country image/product fit, or both.

The paper provides new insights into consumer judgements of product quality for bi‐national products.