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1 – 10 of 354Pin Luarn, Chiao-Chieh Chen and Yu-Ping Chiu
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence…
Abstract
Purpose
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.
Design/methodology/approach
A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.
Findings
This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.
Originality/value
This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.
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Amonrat Thoumrungroje, Adamantios Diamantopoulos and Nathalie Caroline Scherer
Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic…
Abstract
Purpose
Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts.
Design/methodology/approach
We develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining the mediating role of consumers’ ability to identify the superior product and (2) assessing the role of product involvement in potentially moderating this relationship. An experimental design was employed, whereby respondents (Thai consumers, N = 579) were asked to compare two products in the same product category, one foreign and one domestic. In one condition, the foreign product outperformed the domestic one on a range of relevant product attributes, whereas in a second condition, the opposite was the case.
Findings
Our findings provide clear evidence that xenocentric consumers often cannot recognize the superiority of domestic products and, even if they do, they still exhibit preferences toward (inferior) foreign products. Thus, for xenocentric consumers, it seems that the country of origin (COO) overrides other cues and often results in suboptimal product choices.
Originality/value
Our study adds to our theoretical understanding of the functioning of the consumer xenocentrism construct and has important implications for foreign companies targeting xenocentric consumers as well as for local firms seeking to counteract xenocentric tendencies.
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Ruchi Mishra, Rajesh Kumar Singh and Justin Paul
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors…
Abstract
Purpose
This paper aims to explore the factors influencing the behavioural intention of Gen Y consumers to avail omnichannel service and to identify the relative influence of predictors in explaining the behavioural intention of Gen Y consumers to use omnichannel service.
Design/methodology/approach
Data collected through surveys from 287 Gen Y consumers has been analysed through structural equation modelling to examine direct and mediated relationships between the constructs influencing behavioural intention to use omnichannel service.
Findings
Findings indicate that perceived ease of use, social influence, perceived trust, and personal innovativeness positively affect behavioural intention to use omnichannel service, with the result accounting for 48% of the variance. We also demonstrate that perceived value and perceived ease of use mediate the association between personal innovativeness and behavioural intention to use omnichannel service.
Research limitations/implications
The study provides valuable insights into adopting technology-based offerings for Gen Y customers. The presented model can be extended for analysing consumers' behavioural intentions by considering additional variables, such as consumer personality traits and diverse cultural settings. The study may help managers and policymakers formulate a consumer-focussed strategy to win over modern retail consumers.
Originality/value
This study explores the behavioural intention of Gen Y consumers in availing omnichannel services. Further, the study contributes to the technology acceptance model (TAM), unified theory of acceptance and use of technology (UTAUT) or UTAUT2 theories that may need to be extended in the omnichannel shopping context.
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Rajwinder Kaur, Sameer Pingle and Anand Kumar Jaiswal
This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study…
Abstract
Purpose
This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study also investigates the relationship between employer branding and employee brand equity as a consequential construct. Additionally, the mediating role of trust and the moderating role of gender in the relationship between employer branding and employee brand equity has been examined.
Design/methodology/approach
The present study’s findings result from data analysis collected from a sample of 454 employees working in private banks in India. The data analysis was conducted utilising the structural equation modelling technique with the assistance of analysis of moment structures (AMOS) software.
Findings
The study’s findings indicate that supportive and bureaucratic (formal) culture in private banks exhibit a significant relationship with employer branding. However, the relationship between innovative culture and employer branding was found to be insignificant. The research also reveals a significant positive association between employer branding and employee brand equity variables: brand consistent behaviour, brand endorsement and brand allegiance. Further, the study highlights the mediating role of employee trust in management in the relationship between employer branding and employee brand equity. Examining demographic variables suggests that gender moderates the relationship between employer branding and employee brand equity.
Originality/value
The originality of this study lies in its exploration of the critical role of organisational culture variables in shaping employer branding within the context of private banks. The findings highlight that cultivating supportive and bureaucratic cultures can effectively enhance the employer branding of private banks. The study emphasises the outcomes of employer branding initiatives, signifying that they contribute to developing brand equity among employees. This leads to long-term employee commitment and advocacy towards the organisation, as employees become brand advocates for the bank with which they are affiliated. The study contributes to a better understanding of the relationship between organisational culture, employer branding and employee brand equity, providing valuable implications for the private banking sector aiming to reinforce their employer brand and increase employee engagement.
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Antonia Z. Hein, Wim J.L. Elving, Sierdjan Koster and Arjen Edzes
Employer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to…
Abstract
Purpose
Employer branding (EB) has become a powerful tool for organizations to attract employees. Recruitment communication ideally reveals the image that companies want to portray to potential employees to attract talents with the right skills and competences for the organization. This study explores the impact of EB on employer attractiveness by testing how pre-existing employee preferences interact with EB and how this interaction affects employer attractiveness.
Design/methodology/approach
A quasi-experiment among 289 final-year students was used to test the relationships between EB, perceived employer image, person-organization (P-O) fit and employer attractiveness, and the potential moderating variables of pre-existing preferences, in this case operationalized as locational preferences. Students are randomly assigned to four vacancies: one with and one without EB cues in two different locations: Groningen and Amsterdam. The authors used standard scales for attractiveness, perceptions of an employer and person-organization fit. The authors test the relationships using a regression analysis.
Findings
Results suggest that if respondents have previous predispositions, then their preference can be enhanced using an EB-targeted strategy. Based on these results, the authors can conclude that EB and related practices can be successful avenues for organizations in the war for talent, particularly if they reaffirm previous preferences of potential employees.
Originality/value
The research is original in the way it provides empirical evidence on the relationship between EB and attractiveness, particularly when previous employee preferences exist. This is of value to employers using EB as a tool to influence employer attractiveness.
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Amir Shikalgar, Preetha Menon and Vaishali C. Mahajan
Though there is consensus that mindfulness induces mindful consumption (MC), empirical testing is needed to uncover the mechanism underlying temperance behaviour in the MC model…
Abstract
Purpose
Though there is consensus that mindfulness induces mindful consumption (MC), empirical testing is needed to uncover the mechanism underlying temperance behaviour in the MC model proposed by Sheth et al. (2011). The role of mindful advertising in influencing MC needs deeper investigation. The purpose of this research paper is to bridge the gap.
Design/methodology/approach
The relationship between mindfulness and temperance in consumption was investigated using an online simulation. Mindful advertising by Patagonia, with a message to buy less yet demand organic, fair-trade and recycled products, was introduced as a moderator in experimental group one. The second group was exposed to an aspirational advertisement of Tommy Hilfiger, symbolic of consumption-driving communication.
Findings
Not buying any brands was the uppermost preference by the participants followed by Patagonia, which used a mindful advertisement. Tommy Hilfiger was a distant third despite using an aspirational advertisement. A predictive relationship between mindfulness and temperance in consumption remained elusive.
Practical implications
Consumer purchase decisions favouring mindfully advertised Patagonia make a strong business case for nurturing a mindful mindset and promoting mindful behaviour. The customer-centric sustainability strategy of caring for the people and the planet beforehand should take precedence over corporate social responsibility which is usually an afterthought.
Originality/value
Measuring mindfulness and MC, two constructs combined in one experimental design, using a simulation built around real-life marketing communication distinguishes this research paper.
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Sandra Maria Correia Loureiro, Aihoor Aleem and Mike Breazeale
This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous…
Abstract
Purpose
This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand.
Design/methodology/approach
Study 1 uses a panel sample to establish the mediating role of attitude toward the brand between perceptions of brand coolness and brand loyalty. Study 2 is an experimental survey study to describe the moderating role of conspicuous consumption on the relationship between mass/niche brand coolness and brand love and between mass/niche coolness and attitude toward the brand. Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena.
Findings
This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only moderates the relationship between brand coolness and attitudes in the case of niche cool brands. In a realistic field experiment, the authors confirm the mediating impact of attitude and the moderating influence of conspicuous consumption. The authors also attempt to provide coolness dimensions that tend to be more associated with mass luxury brands and those more related to niche luxury brands.
Originality/value
These studies provide a fresh look at the concept of brand coolness, mass and niche cool brands in the context of luxury fashion brands.
Objetivo
Esta investigación pretende (1) analizar la relación entre el atractivo de las marcas de nicho y de masas y la lealtad a la marca de los consumidores, mediada por la actitud hacia la marca y moderada por el consumo conspicuo, (2) comprobar el papel moderador del consumo conspicuo y el papel mediador de la actitud entre el atractivo de las marcas de nicho y de masas y el amor por la marca y (3) analizar si los resultados son estables al categorizar las marcas de lujo como de nicho o de masas.
Diseño/metodología/enfoque
Demostramos que las actitudes median en la relación entre el “coolness” y la fidelidad a una marca. El consumo ostentoso sólo modera la relación entre el “coolness” de la marca y las actitudes en el caso de las marcas “cool” de nicho. En un experimento de campo realista, confirmamos el efecto mediador de la actitud y la influencia moderadora del consumo ostentoso. También intentamos proporcionar las dimensiones del coolness que tienden a asociarse más con las marcas de lujo de masas y las que están más relacionadas con las marcas de lujo de nicho.
Resultados
El primer estudio utiliza una muestra de panel para establecer el papel mediador de la actitud hacia la marca entre las percepciones del atractivo de la marca y la fidelidad a la misma. El segundo es un estudio experimental que describe el papel moderador del consumo ostentoso en la relación entre el atractivo de las marcas de masas/nicho y el amor por la marca, y entre el atractivo de las marcas de masas/nicho y la actitud hacia la marca. El último estudio es un análisis conjunto que delinea los distintos factores que los consumidores atribuyen a las marcas de moda de masas frente a las de nicho en el ámbito de la moda de lujo.
Originalidad
Estos estudios aportan una nueva mirada al concepto de “coolness” de marca, marcas “cool” de masas y marcas “cool” de nicho en el contexto de las marcas de moda de lujo.
目的
本研究旨在:(1)分析大众品牌酷与小众品牌酷对消费者品牌忠诚度的关系, 以对品牌的态度为中介, 以显性消费为调节; (2)检验显性消费的调节作用以及态度在大众品牌酷与小众品牌酷与品牌喜爱之间的中介作用; (3)分析将奢侈品牌分为小众品牌酷与大众品牌酷时, 结果是否稳定。
设计/方法/途径
第一项研究使用小组样本, 以确定对品牌的态度在品牌酷感和品牌忠诚度之间的中介作用。第二项研究是一项实验性调查研究, 目的是描述显性消费对大众/小众品牌酷感与品牌喜爱之间以及大众/小众品牌酷感与品牌态度之间关系的调节作用。最后一项研究是一项联合分析, 旨在界定消费者对奢侈时尚领域中大众与小众酷品牌的不同评价因素。
研究结果 我们证明, 态度是品牌酷感与品牌忠诚度之间关系的中介。只有在小众酷品牌的情况下, 显性消费才会调节品牌酷度与态度之间的关系。在一个真实的现场实验中, 我们证实了态度的中介作用和显性消费的调节作用。我们还试图提供与大众奢侈品牌更相关的酷感维度, 以及与小众奢侈品牌更相关的酷感维度。
独创性
这些研究以奢侈时尚品牌为背景, 重新审视了品牌酷度、大众和小众酷度品牌的概念。
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Xiaoting Shen, Yimeng Zhao, Jia Yu and Mingzhou Yu
This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.
Abstract
Purpose
This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.
Design/methodology/approach
The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.
Findings
Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.
Research limitations/implications
The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.
Practical implications
This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.
Originality/value
This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.
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Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu and Haipeng (Allan) Chen
This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual…
Abstract
Purpose
This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.
Design/methodology/approach
This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.
Findings
The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.
Originality/value
This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.
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Kenneth Fu Xian Ho, Fang Liu and Liudmila Tarabashkina
The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators…
Abstract
Purpose
The effects of country-of-origin (COO) cues on product evaluations are well documented. However, research on the relative effects of COO compared to other geographical indicators, such as region-of-origin (ROO), on food purchases is still limited. This study investigates how geographical origin labels influence consumers' perceptions of product value and authenticity of foreign food, as well as subsequent purchase intention (PI) and willingness to pay premium prices (WTPPP). The moderating role of health consciousness on these relationships is also examined due to the coronavirus disease 2019 (COVID-19) pandemic.
Design/methodology/approach
This study uses a between-subjects experimental design conducted with 300 middle- and high-income Chinese consumers aged between 25 and 50 years. Hypotheses were tested using structural equation modelling.
Findings
Whilst under both COO and ROO cues, all five product values positively influenced consumers' WTPPP, only functional, economic and novelty values influenced PI. The ROO cue performed significantly better than the COO cue in eliciting functional, economic and novelty value perceptions, which triggered stronger PI and willingness to pay a premium price. These relationships were mediated by product authenticity (PA) and moderated by consumers' health consciousness (HC).
Practical implications
Because food labels provide salient product information that facilitates consumers' evaluation of products, marketers should assess which product value perceptions they wish to enhance and then choose the appropriate geographical indicators for their labelling strategies.
Originality/value
This study identifies the effects of COO and ROO cues on product values, authenticity, PI and WTPPP. It also provides valuable insights into the role of HC on consumers' purchase decisions, which also aids in understanding the impact of global crises on food purchases.
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