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Article
Publication date: 4 February 2021

Alena Kostyk and Bruce A. Huhmann

Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer…

2998

Abstract

Purpose

Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement.

Design/methodology/approach

In Study 1’s experiment, 361 participants responded to social media marketing images that varied in vertical or horizontal symmetry and level of image contrast. Study 2 analyzes field data on 610 Instagram posts.

Findings

Study 1 demonstrates that vertical or horizontal symmetry and high image contrast increase consumer liking of social media marketing images, and that processing fluency and aesthetic response mediate these relationships. Study 2 reveals that symmetry and high image contrast improve consumer engagement on social media (number of “likes” and comments).

Research limitations/implications

These studies extend theory regarding processing fluency’s and aesthetic response’s roles in consumer outcomes within social media marketing. Image posts’ structural properties affect processing fluency and aesthetic response without altering brand information or advertising content.

Practical implications

Because consumer liking of marketing communications (e.g. social media posts) predicts persuasion and sales, results should help marketers design more effective posts and achieve brand-building and behavioral objectives. Based on the results, marketers are urged to consider the processing fluency and aesthetic response associated with any image developed for social media marketing.

Originality/value

Addressing the lack of empirical investigations in the existing literature, the reported studies demonstrate that effects of symmetry and image contrast in generating liking are driven by processing fluency and aesthetic response. Additionally, these studies establish novel effects of images’ structural properties on consumer engagement with brand-based social media marketing communications.

Article
Publication date: 18 April 2016

Phillip Frank and Kittichai (Tu) Watchravesringkan

With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent…

2954

Abstract

Purpose

With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA.

Design/methodology/approach

A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships.

Findings

Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance.

Research limitations/implications

The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments.

Practical implications

Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands.

Social implications

Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands.

Originality/value

This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

Details

Journal of Product & Brand Management, vol. 25 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 28 April 2014

Seth Dillard, James Buchholz, Sarah Vigmostad, Hyunggun Kim and H.S. Udaykumar

The performance of three frequently used level set-based segmentation methods is examined for the purpose of defining features and boundary conditions for image-based Eulerian…

Abstract

Purpose

The performance of three frequently used level set-based segmentation methods is examined for the purpose of defining features and boundary conditions for image-based Eulerian fluid and solid mechanics models. The focus of the evaluation is to identify an approach that produces the best geometric representation from a computational fluid/solid modeling point of view. In particular, extraction of geometries from a wide variety of imaging modalities and noise intensities, to supply to an immersed boundary approach, is targeted.

Design/methodology/approach

Two- and three-dimensional images, acquired from optical, X-ray CT, and ultrasound imaging modalities, are segmented with active contours, k-means, and adaptive clustering methods. Segmentation contours are converted to level sets and smoothed as necessary for use in fluid/solid simulations. Results produced by the three approaches are compared visually and with contrast ratio, signal-to-noise ratio, and contrast-to-noise ratio measures.

Findings

While the active contours method possesses built-in smoothing and regularization and produces continuous contours, the clustering methods (k-means and adaptive clustering) produce discrete (pixelated) contours that require smoothing using speckle-reducing anisotropic diffusion (SRAD). Thus, for images with high contrast and low to moderate noise, active contours are generally preferable. However, adaptive clustering is found to be far superior to the other two methods for images possessing high levels of noise and global intensity variations, due to its more sophisticated use of local pixel/voxel intensity statistics.

Originality/value

It is often difficult to know a priori which segmentation will perform best for a given image type, particularly when geometric modeling is the ultimate goal. This work offers insight to the algorithm selection process, as well as outlining a practical framework for generating useful geometric surfaces in an Eulerian setting.

Details

Engineering Computations, vol. 31 no. 3
Type: Research Article
ISSN: 0264-4401

Keywords

Article
Publication date: 11 July 2017

Siv Skard and Helge Thorbjornsen

Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit…

1129

Abstract

Purpose

Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended.

Design/methodology/approach

Research hypotheses were tested in two experiments.

Findings

Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open-ended articulation influenced brand attitudes through brand image (Study 1 and Study 2) and altruistic motive attributions (Study 2), there was an indirect effect of closed-ended articulation on brand attitudes through global fit perceptions (Study 2).

Practical implications

The results from two experiments suggest that incongruent sponsors should use open-ended conclusions about a shared image dimension. Although explicit arguments may increase global perceptions of fit, they may impede a positive impact on the articulated brand image dimension and generation of altruistic motive attribution. Therefore, sponsorship managers should be careful in terms of using explicit arguments for fit when the sponsorship is incongruent because such arguments may hinder articulation from generating goodwill and a positive brand image.

Originality/value

This is the first paper to develop and test different types of fit articulation strategies in sponsorships.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 9 November 2015

Peter Magnusson, Stanford A. Westjohn and Srdan Zdravkovic

The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase…

2544

Abstract

Purpose

The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase intentions. First, the authors examine the interplay between CSR messages and country image, and second, how consumers’ global identity affects their response to CSR signals.

Design/methodology/approach

The conceptual framework is examined in two samples of US consumers evaluating a new foreign entrant into the US market.

Findings

The empirical findings largely support the conceptual framework. Consistent with expectations, CSR and country image influence attitudes and purchase intentions. Most importantly, the authors also find a significant interaction effect between CSR and country of origin (COO). Further, consumers high on global identity are more responsive to positive CSR signals. These findings are confirmed in two complimentary studies.

Practical implications

CSR has become an important strategic priority for managers. This study allows managers to make more informed decisions regarding the CSR initiatives of their organizations.

Originality/value

This study connects the CSR literature with the COO literature, both of which are very important in the international marketing literature. Viewed through a signaling theory lens, this study provides new insights when, where, and how positive and negative CSR messages help or hurt the firm.

Details

International Marketing Review, vol. 32 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 30 September 2022

Asif Ali Safeer and Hancheng Liu

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all…

2600

Abstract

Purpose

Authenticity has become increasingly dominant in business practices, particularly in branding and corporate social responsibility (CSR) activities, as consumers want it in all aspects of their lives. Thus, the purpose of this study is to examine the role of perceived CSR authenticity in predicting perceived brand loyalty (i.e. brand trust, positive word of mouth [PWOM]) via perceived brand authenticity by considering the moderating effects of brand image on perceived brand authenticity and loyalty to determine its influence in the global branding context.

Design/methodology/approach

Using a non-probability convenience sampling technique, this study received 817 responses from consumers who regularly used global brands. Finally, this research examined 734 responses to test the proposed hypotheses using structural equation modeling.

Findings

This study discovered that perceived CSR authenticity strengthened perceived brand authenticity, which fostered perceived brand loyalty by enhancing brand trust and motivating consumers to spread PWOM about global brands. Similarly, perceived CSR authenticity directly influenced perceived brand loyalty by enhancing brand trust but did not affect PWOM. Likewise, the moderating effect of brand image was significant in fostering perceived brand loyalty by enhancing brand trust, but it had no effect on PWOM. In contrast, the brand image had a significant negative effect on perceived brand authenticity.

Practical implications

This research offered many insightful suggestions to global managers in the manufacturing and service industries that might assist them in designing and implementing several branding strategies to achieve corporate objectives.

Originality/value

This novel research contributes to the attribution theory by examining consumers’ perceptions of CSR authenticity, brand image, brand authenticity and brand loyalty from the global branding perspective.

Article
Publication date: 14 November 2016

C. Min Han

The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer…

1958

Abstract

Purpose

The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers.

Design/methodology/approach

Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups.

Findings

In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects.

Research limitations/implications

The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands.

Practical implications

The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects.

Originality/value

This study examines an unexplored issue of country-of-origin effects for global brands.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 28 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 April 2006

Leila Hamzaoui and Dwight Merunka

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…

6141

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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

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.

Originality/value

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

Details

Journal of Consumer Marketing, vol. 23 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 25 January 2018

Hima Bindu and Manjunathachari K.

This paper aims to develop the Hybrid feature descriptor and probabilistic neuro-fuzzy system for attaining the high accuracy in face recognition system. In recent days, facial…

Abstract

Purpose

This paper aims to develop the Hybrid feature descriptor and probabilistic neuro-fuzzy system for attaining the high accuracy in face recognition system. In recent days, facial recognition (FR) systems play a vital part in several applications such as surveillance, access control and image understanding. Accordingly, various face recognition methods have been developed in the literature, but the applicability of these algorithms is restricted because of unsatisfied accuracy. So, the improvement of face recognition is significantly important for the current trend.

Design/methodology/approach

This paper proposes a face recognition system through feature extraction and classification. The proposed model extracts the local and the global feature of the image. The local features of the image are extracted using the kernel based scale invariant feature transform (K-SIFT) model and the global features are extracted using the proposed m-Co-HOG model. (Co-HOG: co-occurrence histograms of oriented gradients) The proposed m-Co-HOG model has the properties of the Co-HOG algorithm. The feature vector database contains combined local and the global feature vectors derived using the K-SIFT model and the proposed m-Co-HOG algorithm. This paper proposes a probabilistic neuro-fuzzy classifier system for the finding the identity of the person from the extracted feature vector database.

Findings

The face images required for the simulation of the proposed work are taken from the CVL database. The simulation considers a total of 114 persons form the CVL database. From the results, it is evident that the proposed model has outperformed the existing models with an improved accuracy of 0.98. The false acceptance rate (FAR) and false rejection rate (FRR) values of the proposed model have a low value of 0.01.

Originality/value

This paper proposes a face recognition system with proposed m-Co-HOG vector and the hybrid neuro-fuzzy classifier. Feature extraction was based on the proposed m-Co-HOG vector for extracting the global features and the existing K-SIFT model for extracting the local features from the face images. The proposed m-Co-HOG vector utilizes the existing Co-HOG model for feature extraction, along with a new color gradient decomposition method. The major advantage of the proposed m-Co-HOG vector is that it utilizes the color features of the image along with other features during the histogram operation.

Details

Sensor Review, vol. 38 no. 3
Type: Research Article
ISSN: 0260-2288

Keywords

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