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Article
Publication date: 25 October 2022

Iddrisu Mohammed, Alexander Preko, Leeford Edem Kojo Ameyibor, Mawuli Feglo and George Cudjoe Agbemabiese

This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts…

Abstract

Purpose

This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts marketing sector.

Design/methodology/approach

Anchored on the self-congruity theory (SCT), the study is based on two studies with 618 hip-life music (HLM) listeners in Ghana (Study 1 = 340 face-to-face participants; study 2 = 278 online participants), who responded to 20 celebrities they hate. The study validates Hegner et al.'s (2017) product brand hate (BH) model in the arts sector utilizing the structural equal modeling in testing the research hypotheses.

Findings

The study found that negative past experience, symbolic incongruity, and ideological incompatibility significantly influences CBH. Furthermore, CBH significantly influences celebrity brand avoidance (CBA) and negative word-of-mouth (NWoM), brand retaliation, private complaint and brand switching. Nevertheless, CBH had no significant influence on CBA in the second study. In all, BH had the strongest effects on NWoM for products in Hegner et al. (2017) model, whereas in our model BH strongly impacts on brand retaliation for celebrities (i.e. people).

Practical implications

The study provided evidence to marketing scholars, celebrity image managers and brand professionals, on critical factors to consider in building and sustaining celebrity brands as viable currencies for economic leveraging within the arts industry.

Originality/value

Though BH has received academic recognition, little is known about the concept of CBH and its outcomes in the arts marketing literature.

Article
Publication date: 30 August 2021

Kagiso Matjila, Leeford Edem Kojo Ameyibor and Yvonne Saini

This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal…

Abstract

Purpose

This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal attitude on youth alcohol consumption behaviour in South Africa.

Design/methodology/approach

A structural equation model was used to test the proposed conceptual model of four hypotheses based on the validated survey data gathered from 300 youth in Johannesburg, South Africa.

Findings

Empirical results show that advertising, parental influence, peer influence and personal attitude has positive effects on youth alcohol consumption behaviour, with advertising and personal attitude exhibiting statistical significance on alcohol consumption behaviour.

Research limitations/implications

The study involves only youthful demographic in the age range of 18–35 and hence suffers from generalizability. The cross-sectional design also limits the findings with respect to time.

Practical implications

It provides policymakers insights into important factors to focus on changing drinking behaviour in South Africa.

Social implications

It also improves the understanding of how consumer socialization agents and personal attitudes affect alcohol consumption of young people in South Africa and help deal with the problem through policy changes and social marketing interventions.

Originality/value

To the best of the authors’ knowledge, this study is the first to estimate three socialization agents and personal attitude of youth in alcohol consumption behaviour in an emerging market context.

Details

Young Consumers, vol. 22 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 13 September 2021

Leeford Edem Kojo Ameyibor, Peter Anabila and Yvonne Kabeya Saini

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the…

1778

Abstract

Purpose

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.

Design/methodology/approach

A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.

Findings

All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.

Practical implications

The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.

Originality/value

The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Details

International Journal of Wine Business Research, vol. 34 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 13 October 2021

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

938

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Differentiation of offerings is a proven approach to help businesses to survive and prosper within a highly competitive market. Firms become better equipped to achieve these goals through building brand equity and appropriate brand positioning to highlight its unique qualities and ability to meet the needs of targeted consumers.

Originality/value

The briefing saves busy executives and researchers’ hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 37 no. 11
Type: Research Article
ISSN: 0258-0543

Keywords

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