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Article
Publication date: 14 May 2018

Eunjoo Cho, Ann Marie Fiore and Ui-Jeen Yu

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite…

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Abstract

Purpose

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand love and respect) and lovemarks’ consequent effect on brand loyalty.

Design/methodology/approach

A Web-based survey was conducted using a national sample of 2,492 US male and female consumers between the ages of 18 and 76. Structural equation modeling tested the hypotheses.

Findings

Results indicated positive, statistically significant associations between the six variables. Among the three brand image dimensions, sensory associations exhibited the strongest relationship with FI, whereas lovemarks displayed stronger relationships with cognitive and affective associations. Lovemarks affected loyalty toward fashion-related brands.

Research limitations/implications

The survey of the US consumers and the focus on fashion-related brands may limit the generalizability of the findings. This empirical study illustrated how FI impacts an extended consumer-based brand equity model.

Practical implications

Fashion-related brand managers should not only promote pleasant sensory associations to attract those with a high level of FI but also promote cognitive and affective associations to foster lovemarks (high brand love and respect) to achieve the end goal of customer loyalty.

Originality/value

Even though consumers with a high level of FI may contribute significantly to long-term brand success, past research has not explored the relationship between FI and the factors that lead to consumer-based brand equity. The present study is the first to examine the role of FI in fostering brand equity.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 29 July 2021

Song-yi Youn and Eunjoo Cho

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young…

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Abstract

Purpose

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study also investigates the mediation effects of ad-brand congruency and trust on electronic word-of-mouth (eWOM) intention on social media.

Design/methodology/approach

A two (low vs great psychological distance) by two (low vs high construal level) between-subjects experimental study is conducted with samples of social media users (n = 570) in the United States. Participants were randomly assigned to view one of the four CSR ads and instructed to respond to questions in the survey. The proposed hypotheses are tested using moderated serial mediation.

Findings

The interaction between psychological distance and construal level significantly influences ad-brand congruency. When participants view detailed information content (i.e. low construal level) with an accessible luxury brand (i.e. low psychological distance) in the CSR ad, they are more likely to perceive the ad is congruent with the brand compared to the CSR ad with abstract information content. There is no difference in ad-brand congruency for the aspiration luxury brand according to different content (i.e. low vs great construal level). Importantly, however, for both brands, the results reveal dual roles of the ad-brand congruency which increases eWOM intention directly and indirectly through trust. Findings confirm serial mediation effects of ad-brand congruency and CSR trust on the eWOM intention on social media.

Originality/value

By uncovering the interaction effect of psychological distance and construal level on ad-brand congruency, this study implicates how luxury fashion brands need to differently create CSR ad content. Our findings confirm dual ways of information processing that lead to positive engagement (i.e. eWOM) on social media, particularly among young consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 16 April 2020

Eunjoo Cho and Jiyoung Hwang

The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty…

1988

Abstract

Purpose

The purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.

Design/methodology/approach

The data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.

Findings

Cognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.

Research limitations/implications

This empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.

Originality/value

This study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.

Details

International Marketing Review, vol. 37 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 June 2019

Eunjoo Cho, Zola K. Moon and Tiffany Bounkhong

The study aims to explore motivators and barriers in business venture creation among potential Latina entrepreneurs.

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Abstract

Purpose

The study aims to explore motivators and barriers in business venture creation among potential Latina entrepreneurs.

Design/methodology/approach

Focus group interviews collected data using Latinas between the ages of 20-30 who expressed interest in starting their own businesses in the near future. Interview participants were primarily first-generation college students.

Findings

Findings revealed major themes based around four dimensions of cultural heritage, motivators, barriers and preferred resources. Cultural heritage and gender are both enablers and obstacles for Latinas. Frequently mentioned motivators were parental business ownership, autonomy, flexible income and self-fulfillment. The barriers include fear, lack of financial management knowledge, business location selection and discrimination. The preferred resources were informal education, a checklist, a toolkit, free online resources and networking with business owners and mentors.

Research limitations/implications

The findings of this study highlight pull factors (i.e. family business background and self-fulfillment) increasing entrepreneurial motivations among Latinas. The present study illustrates the nuanced but substantive interactions of gender and ethnicity in Latinas’ perceptions and attitudes toward new business formation.

Originality/value

The present study contributes to the literature by exploring the motivators and barriers that affect business formation among emerging Latina entrepreneurs. Moreover, past research has not explored both motivators and barriers perceived by nascent Latina entrepreneurs. Findings from this study will assist future researchers in developing materials and programs to aid female and ethnic entrepreneurship.

Details

Gender in Management: An International Journal, vol. 34 no. 4
Type: Research Article
ISSN: 1754-2413

Keywords

Article
Publication date: 8 June 2015

Eunjoo Cho and Ann Marie Fiore

The purpose of this paper is to conceptualize the holistic nature of brand image for fashion-related products and to complete the initial stage of scale development, determining…

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Abstract

Purpose

The purpose of this paper is to conceptualize the holistic nature of brand image for fashion-related products and to complete the initial stage of scale development, determining content validity, for a new brand image measure.

Design/methodology/approach

The conceptualization of brand image was based on a review of academic and industry literature and analysis of qualitative data from 11 in-depth interviews. To help assess content validity, four trained judges assessed the face validity of the initial 140 items generated; 137 scale items were retained.

Findings

Analysis of the interview data revealed that cognitive (mystery), emotional (intimacy) and sensory (sensuality) dimensions were important for brand image of fashion-related products. The results aligned with major themes proposed in the literature, but one additional theme (self-congruity) was uncovered. These findings support content validity of the brand image scale items.

Research limitations/implications

The interviews were limited to female consumers in the Midwestern USA. The present study expands the existing brand image concept by identifying its multi-dimensional nature including sensory associations. Theoretically, an expanded brand image measure increases its explanatory power in empirical studies. In terms of practical implications, fostering cognitive, emotional and sensory dimensions is essential for creating an effective fashion-related brand image, which can enhance brand equity.

Originality/value

Past brand image scales have emphasized cognitive and emotional dimensions. The new scale items represent a more holistic measure of brand image, as they include a comprehensive sensory dimension. It will be the first brand image scale geared toward fashion-related brands.

Details

Journal of Consumer Marketing, vol. 32 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 30 November 2023

Dandan Zhu, Nina Michaelidou, Belinda Dewsnap, John W. Cadogan and Michael Christofi

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

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Abstract

Purpose

This study aims to follow a rigorous approach to identify, critically analyze and synthesize 75 papers published from 2000 to 2022.

Design/methodology/approach

The study presents a systematic literature review on identity expressiveness (IE), clarifying and expanding what is currently known about the concept.

Findings

To synthesize current knowledge on IE, the study uses the overarching framework of antecedents-phenomenon-consequences, using this same framework to identify gaps and future research directions. The findings show individual and brand-related factors such as the need for uniqueness and anthropomorphism as antecedents of IE, and eWOM/WOM, impulse purchases and upgrading to more exclusive lines as consequences of IE.

Research limitations/implications

The study contributes to theory by synthesizing and mapping current understanding of the state of knowledge on the concept of IE while highlighting gaps in the extant literature and paving future research directions for scholars in the field.

Practical implications

The study offers useful insights for practitioners, broadening marketers’ actionable options in identity-based marketing. Marketers can use insights from this study to inform marketing strategy and communication campaigns for different types of brands.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind and offers an integrative review of the current literature on IE, thus enhancing understanding of the concept, its antecedents and consequences. The study also contributes to knowledge by highlighting future research priorities for researchers in this field of enquiry.

Article
Publication date: 11 October 2021

Minji Kim, Eun Joo Kim and Billy Bai

This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in…

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Abstract

Purpose

This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in customer perception of and behavioral intention toward a restaurant.

Design/methodology/approach

This study uses a 2 (source of crisis: social, health) × 2 (message appeal: social, health) between-subjects factorial design. A total of 181 samples was collected and data was analyzed by using ANCOVA and PROCESS.

Findings

The results showed a significant two-way interaction between source of crisis and message appeal on to-go intention. With the potential effect of risk aversion being controlled, message appeal significantly impacted perceived competence, which influenced both dine-in and to-go intentions.

Practical implications

The research findings suggest a crucial role of perceived fit between message appeal and customer concerns during crises. Therefore, restaurant managers should actively communicate their safety practices with their customers to inspire customer confidence.

Originality/value

This study identifies crisis dimensions based on human needs during crises such as the COVID-19 pandemic, which determines the persuasiveness of marketing messages.

Details

International Journal of Contemporary Hospitality Management, vol. 33 no. 12
Type: Research Article
ISSN: 0959-6119

Keywords

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