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Article
Publication date: 21 April 2023

Felix Septianto, Nitika Garg and Nidhi Agrawal

A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated…

Abstract

Purpose

A growing literature shows that (integral) emotions arising in response to firm transgressions may influence consumer punishment. However, incidental emotions (which are unrelated to the decision at hand) can also be powerful drivers of consumer decision-making and could influence responses to firm transgressions. This paper aims to examine the role of incidental gratitude, as compared to incidental pride and a control condition, in shaping the acceptance of questionable consumer behavior toward a transgressing firm and the mediating role of self-righteousness in this regard.

Design/methodology/approach

Four experimental studies are conducted to examine the effect of gratitude, as compared to pride and a control condition, on the acceptance of questionable consumer behavior against a transgressing firm. Further, this research tests the underlying mechanism and a boundary condition of the predicted effect.

Findings

The results show that consumers experiencing gratitude, as compared to pride and a control condition, judge a questionable consumer behavior directed against a transgressing firm as less acceptable. These different emotion effects are found to be explained by self-righteousness. The findings also demonstrate that an apology by the firm attenuates the effect of emotions on consumer response toward the transgressing firm.

Research limitations/implications

The present research contributes to the literature on consumer punishment by identifying the role of incidental emotions in determining self-righteousness and ethical judgments. The research focuses on and contrasts the effects of two specific positive emotions – gratitude and pride.

Practical implications

This paper offers managerial implications for firms involved in a transgression by highlighting the potential of gratitude. Notably, the findings of this research suggest that gratitude activation via marketing communications may help firms mitigate the negative effects of transgression events.

Originality/value

The present research provides a novel perspective on when and how positive emotions, such as gratitude and pride, can differentially and systematically influence ethical judgment toward a transgressing firm.

Details

European Journal of Marketing, vol. 57 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 October 2023

Billy Sung, Felix Septianto, Michelle Stankovic and Chien Duong

Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and…

Abstract

Purpose

Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and behavioural responses towards the object of envy. This paper aims to investigate whether this pride-envy relationship is bi-directional. Does being envied by others affect consumers’ self-directed feelings of pride, as well as their subsequent attitude towards a product (i.e. the object of envy)?

Design/methodology/approach

Three experiments examined how emotional reactions of envy from others may influence consumers’ subsequent affective and attitudinal responses towards their own product or purchase. The first experimental study (n = 129) examined whether exposure to benign envy from others evokes higher levels of authentic pride and positively influences product attitude. The second experiment (n = 159) investigated whether exposure to malicious envy from others evokes high levels of hubristic pride, and therefore, negatively influences product attitude. The third study (n = 80) was a quasi-field experiment seeking to provide further empirical support for the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and their effects on attitude.

Findings

The first experiment showed that when participants observed expressions of benign envy towards them, they expressed authentic pride, which ultimately increased positive attitudes towards the product. The second experiment showed that when participants observed expressions of malicious envy towards them, they expressed hubristic pride, which, in turn, reduced positive attitudes towards the product. The effect of malicious envy was further moderated by susceptibility to social influence, whereby the indirect effect of malicious envy on product attitudes was only significant among participants with high susceptibility. The third experiment demonstrated the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and the effects on attitude in a quasi-field study.

Research limitations/implications

The present paper aims to fill a research gap by showing how being the recipient of others’ malicious or benign envy affects consumers’ self-directed feelings of pride, as well as their attitude towards a product that is the object of envy.

Practical implications

The current research is among the first to show that the emotional expressions of other consumers can influence existing consumers’ affective responses and attitudes towards a product. These findings highlight the importance of building a positive culture and community around brands and products, whereby other consumers’ consumption of the brand or product is perceived positively.

Originality/value

To the best of the authors’ knowledge, this study is the first empirical evidence demonstrating that others’ expression of benign (malicious) envy may lead to the self-feeling of authentic (hubristic) pride, which has a downstream effect on attitude towards the product.

Details

European Journal of Marketing, vol. 57 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 31 May 2023

Sara Quach, Felix Septianto, Park Thaichon and Billy Sung

This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role…

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Abstract

Purpose

This research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships.

Design/methodology/approach

Study 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product.

Findings

The findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands.

Originality/value

Underpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 18 July 2023

Ka Wing Chan, Felix Septianto, Junbum Kwon and Revathi Sridhar Kamal

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media…

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Abstract

Purpose

This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.

Design/methodology/approach

By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.

Findings

Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.

Research limitations/implications

There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.

Practical implications

Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.

Originality/value

The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 July 2022

Widya Paramita, Felix Septianto, Marco Escadas, Devi Arnita and Reza Ashari Nasution

The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the…

Abstract

Purpose

The present research aims to investigate the influence of organizational positioning by drawing upon moral foundations theory in relation to driving charitable giving, and the moderating role of recognition in this regard.

Design/methodology/approach

Two experimental studies were conducted to examine the interactive effect of organizational positioning emphasizing a binding (vs an individualizing) moral foundation and donation recognition on charitable giving. Study 1 was conducted in Indonesia, while Study 2 was conducted in the US.

Findings

This research demonstrates that individuals will give higher donations to an organization with a binding (vs an individualizing) moral foundation that provides donation recognition. Further, this effect is mediated by social identity signaling.

Originality/value

The findings of this research provide a novel perspective on how organizational positioning can influence whether donation recognition increases charitable giving. Moreover, the findings offer managerial implications to non-profit organizations developing effective charitable campaigns in terms of combining appropriate organizational positioning and donation recognition strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 December 2022

Felix Septianto, Arnold Japutra, Pragea Putra and Tyson Ang

This research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further…

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Abstract

Purpose

This research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered.

Design/methodology/approach

Three experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.

Findings

The findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism.

Originality/value

The findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.

Details

International Marketing Review, vol. 40 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 24 August 2022

Sara Quach, Felix Septianto and Park Thaichon

Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to…

Abstract

Purpose

Underpinned by the fit-fluency framework, this research aims to explore the effect of visual entropy (i.e. the neatness or disorder of food presentation) on the likelihood to purchase under different time-related positioning conditions.

Design/methodology/approach

Two experiments were conducted with customers who are located in the USA via Amazon Mechanical Turk. Study 1 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four advertisements for a fictitious ice cream brand. Study 2 employed a 2 (visual entropy: neat vs non-neat) × 2 (time-related positioning: traditional vs modern) between-subjects design using four book covers for fruit salad recipes.

Findings

The findings demonstrate low entropy (i.e. neatness) increases purchase likelihood when being paired with modern positioning, whilst high entropy (i.e. non-neat presentation) positively influences the propensity to purchase a traditional product on account of temporal fit. These relationships are mediated by perceived quality and nostalgia.

Originality/value

This research extends the understanding of visual entropy and addresses the inconclusive evidence of the impact of the neatness of product presentation on consumer behavior. The authors elucidate the mechanisms behind which neatness and non-neatness of food presentation affect purchase likelihood when different types of time-related positioning are featured.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 29 January 2024

Jorge Nascimento and Sandra Maria Correia Loureiro

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current…

Abstract

Purpose

This study aims to offer the intellectual structure and dynamics of the sustainability branding field, involving the identification of influential authors and journals, current and emerging themes, theories, methods, contexts and future research directions.

Design/methodology/approach

The study conducted a bibliometric approach of 1,509 articles retrieved from Scopus to analyze the evolution of the knowledge of sustainability branding and suggest future research. The analysis used various methods such as performance analysis, keyword analysis, cluster analysis and bibliographic coupling.

Findings

The topics of corporate image, philanthropy and stakeholder pressures were core in the foundation phase. Then rose the topics of sustainable development goals and global supply chains. Green marketing and the new paradigms of circularity, ethical consumerism and hyperconnected societies emerged more recently. Six thematic clusters represent the field’s knowledge structure: (1) corporate branding and reputation, (2) sustainable business development, (3) sustainable branding and ethical consumption, (4) corporate social responsibility, (5) brand equity and green marketing and (6) sustainability branding in hospitality and tourism.

Practical implications

This paper provides readers with an overview of sustainability branding core themes, key contributions and challenges, which can be used as a toolkit for brand management studies and practice.

Originality/value

The study’s uniqueness lies in bibliometric analysis (combined with network analysis and science mapping techniques) of the sustainability branding field from the identification and evolution of the thematic clusters to propose future research directions.

Article
Publication date: 30 June 2023

Elizabeth A. Minton

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and…

Abstract

Purpose

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes.

Design/methodology/approach

Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables.

Findings

Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant.

Research limitations/implications

This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations.

Practical implications

Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition.

Originality/value

This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 August 2023

Patrick van Esch

The recent pandemic disrupted the way in which businesses transact with each other. In response to maintaining cleanliness in business-to-business (B2B) settings, artificial…

Abstract

Purpose

The recent pandemic disrupted the way in which businesses transact with each other. In response to maintaining cleanliness in business-to-business (B2B) settings, artificial intelligence (AI)-enabled robots have been adopted as substitutes for cleaning personnel, yet their implications remain largely underexamined. This study aims to examine B2B buyer responses to cleaning information notices (human vs AI-enabled agent) placed at either the entry to the premises or the sales counter, thereby adding to the nascent literature in this line of inquiry.

Design/methodology/approach

Three field experiments were conducted across diverse B2B businesses (wholesalers in Studies 1–2 and a commercial business in Study 3). To achieve greater empirical rigor and generalizability, this research used diverse stimuli across different B2B settings. In addition, the results ruled out alternate explanations and shed light upon political ideology as a boundary condition. Finally, a single-paper meta-analysis confirmed H1, consolidating the established effect.

Findings

Featuring over 1,000 B2B buyers, the results show that politically liberal B2B buyers express greater preference for human over AI-performed cleaning while labor-orientated buyers are indifferent. Importantly, this effect is driven by greater relaxation associated with humans, which in turn, increases their future patronage and referral intent.

Originality/value

The results enrich the collective knowledge of the adoption of AI-enabled robots, reinforcing for marketing practitioners and businesses that the reliance on human-based outcomes remains a preferred touchpoint in B2B settings, particularly for liberals.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

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