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1 – 10 of over 20000

Abstract

Details

Managing Brands in 4D
Type: Book
ISBN: 978-1-78756-102-1

Article
Publication date: 24 June 2022

Arash Ahmadi and Afsoon Ataei

This study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests…

Abstract

Purpose

This study aims to identify and examine the effect of brand reputation on brand advocacy by evaluating the mediating effect of emotional attachment. The study also tests the relationships by appraising the moderating effect of experience and price perception. The research model is also assessed across the two brand types (hedonic brands and utilitarian brands).

Design/methodology/approach

Overall, 426 valid questionnaires were collected through an online survey. To test the proposed hypotheses, structural equation modeling was used.

Findings

The results mainly support the model by confirming that brand reputation is positively related to emotional attachment. The brand reputation also has an indirect effect on brand advocacy through emotional attachment. The findings of the study reveal a positive relationship between emotional attachment and brand advocacy. Both moderators applied were found to reinforce the relationships. The results also show the different outcomes for the two brand types.

Originality/value

This research contributes to the literature by introducing and assessing a research model that displays the path in which a brand reputation significantly affects advocacy for a brand through emotional attachment. Two moderators are involved in this path. Corresponding to the research model, an assessment of hedonic and utilitarian brands is also performed.

Details

Asia-Pacific Journal of Business Administration, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 24 May 2022

Sridhar Manohar, Ramesh Kumar, Raiswa Saha and Amit Mittal

Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies…

Abstract

Purpose

Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign.

Design/methodology/approach

This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses.

Findings

The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior.

Research limitations/implications

This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment.

Originality/value

In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

Details

Society and Business Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5680

Keywords

Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature…

1037

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 4 October 2021

Sushil Kumar Bishnoi and Sukhvir Singh

Fashion and luxury brands struggle to make themselves distinguished by ever more apathetic consumers in this highly competitive market. Fashion and luxury retailers can…

Abstract

Purpose

Fashion and luxury brands struggle to make themselves distinguished by ever more apathetic consumers in this highly competitive market. Fashion and luxury retailers can use emotional branding as a way to get their customers involved to address the increasing trend of emotional relationships with a brand to become more competitive. Although brand technology, such as product attributes, characteristics and facts, is unforgettable, personal sensations and experiences better shape brand assessments of consumers. The purpose of this study is to illustrate the dominance of consumers’ emotions over objective analysis in selection among the brands in the field of fashion and luxury products for similar products.

Design/methodology/approach

A comprehensive literature study has been done to explore the various emotional associations that are identified by the advertising, marketing, psychology scholars and researchers. This study also analyses the relevance of consumers’ emotional associations with the fashion and luxury brands. Various online scholarly journal platforms have been used to find the relevant research papers, books and other publications on the basis of keywords of this study. Only recent studies and literature covering the basic concepts of branding, emotional buying and fashion consumer behaviour have been included after scrutinising carefully.

Findings

This study illustrates how emotional branding is crucial in a volatile market, particularly for fashion and luxury brands. This study will also be focussed on the possibility in which consumers buy the fashion and luxury products under the influence of emotional needs. The objective of this paper is to inform both consumers and brands about the emotional influence on the buying decision so that both can take better conscious decision.

Originality/value

Understanding the influence of emotional needs will help fashion brands in creating better customer value and satisfaction. A business or product will be successful only if it is chosen by the consumer to satisfy his needs. Understanding of emotional needs would result in enhancement of consumer’s loyalty for the brand with better satisfaction of needs. As huge part of marketing resources is involved into advertisement and celebrity endorsement, identifying the effective way of advertising and endorsement can help in efficient utilisation of resources.

Details

Research Journal of Textile and Apparel, vol. 26 no. 4
Type: Research Article
ISSN: 1560-6074

Keywords

Article
Publication date: 31 January 2020

Albert A. Barreda, Khaldoon Nusair, Youcheng Wang, Fevzi Okumus and Anil Bilgihan

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information…

3876

Abstract

Purpose

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories.

Design/methodology/approach

The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling.

Findings

The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively.

Research limitations/implications

Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies.

Practical implications

Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment.

Social implications

This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors.

Originality/value

The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

论社交媒体活动对品牌形象和情感依恋的影响:旅游情境中的案例分析

研究目的

本论文结合品牌、营销、以及信息系统等理论, 建立了一个理论模型以描述在旅游情境中影响情感依恋的各种要素。

研究方法

作者通过网络问卷的形式收集了236份数据, 并且通过验证性因素分析和结构方程模型的手段来实际测量以理论为基础建立的模型。

研究结果

本论文研究结果表明社交媒体的奖励和好处影响用户的品牌承诺。社交媒体的交互性以及奖励帮助建立更强的品牌形象。品牌承诺和品牌形象对情感依恋有着积极促进的作用。

研究理论限制

社交媒体平台的品牌建立模型还存在一些其他变量尚未开发测量。本论文只是开拓了网络旅游平台的情感依恋研究的方向, 其他变量比如品牌专页承诺、烦恼、社交好处、以及网真等, 应该在未来的研究中得以深入。

研究实际意义

执业者可能会遇到多种方法, 通过社交媒体网站的方式影响消费者的主观感知和品牌承诺。本论文提出的模型可以帮助执业者解决关于社交媒体活动对品牌形象和品牌承诺显著影响从而达到强烈情感依恋效果的诸多问题。

研究社会意义

本论文研究了旅游产业中, 社交媒体活动, 包括交互性、心理好处和奖励对品牌形象和品牌承诺的影响, 以及品牌形象和品牌承诺对情感依恋的影响。研究结果进一步深入测量了提出的理论模型。很显然, 数据分析结果表明模型结构之间存在显著有意义的联系。

研究原创性/价值

本论文最重要的贡献在于它提出并验证了一个理论模型, 显示可持续情感依恋的动力起因。本论文提出的模型强调了结构之间的积极联系, 并且为在其他情境中的研究延申做出启示。

Article
Publication date: 8 February 2016

Hongwei He, Weichun Zhu, Dennis Gouran and Olivia Kolo

This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates…

5567

Abstract

Purpose

This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM.

Design/methodology/approach

Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM.

Findings

Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand.

Originality/value

Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

Details

European Journal of Marketing, vol. 50 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 11 July 2018

Abhishek Dwivedi, Lester W. Johnson, Dean Charles Wilkie and Luciana De Araujo-Gil

The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the…

11784

Abstract

Purpose

The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).

Design/methodology/approach

This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.

Findings

The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.

Research limitations/implications

This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.

Practical implications

Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.

Social implications

Lately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.

Originality/value

Social media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.

Details

European Journal of Marketing, vol. 53 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 July 2019

Khaled Aboulnasr and Gina A. Tran

The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.

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Abstract

Purpose

The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation.

Design/methodology/approach

A quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n = 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions.

Findings

The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections.

Research limitations/implications

The paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs.

Originality/value

This is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.

Details

Journal of Product & Brand Management, vol. 29 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 April 2012

Jiyoung Hwang and Jay Kandampully

This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger…

13118

Abstract

Purpose

This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships.

Design/methodology/approach

The main data collection was done via a self‐selected online survey of a representative group of younger consumers. Data analysis was performed with structural equation modelling and multidimensional scaling.

Findings

Three emotional factors enhance younger consumers' brand loyalty, but the strength of the impact varies. Emotional attachment has the strongest impact on brand loyalty, followed by self‐concept connection and brand love. Self‐concept connection increases brand love as well as emotional attachment. The result of perceptual mapping shows different perceptions of the luxury brands in younger consumers' minds.

Research limitations/implications

Generalizability needs to be established with a wider range of younger consumer groups. The insights on younger consumers' brand relationships help brand managers devise effective brand management strategies.

Originality/value

This study is the first attempt to identify the importance of emotional aspects in younger consumer‐brand relationship. The current study extends branding literature by shedding lights on the roles of emotional factors in brand management, which also help brand managers.

Details

Journal of Product & Brand Management, vol. 21 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

1 – 10 of over 20000