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Article
Publication date: 3 May 2019

Silvia Grappi, Lia Zarantonello and Simona Romani

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Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 19 August 2019

Silvia Grappi, Lia Zarantonello and Simona Romani

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203

Abstract

Details

Journal of Product & Brand Management, vol. 28 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 July 2021

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Bernd H. Schmitt

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer…

Abstract

Purpose

This paper aims to advance the design-thinking approach in food from an engineering mind-set toward a positive psychology perspective by investigating how consumer experiences evoked by food-related activities can facilitate, stimulate and enhance individuals’ happiness and perceptions of life satisfaction.

Design/methodology/approach

A diary field experiment was conducted. Participants from a major European city were asked to reflect on their food-related activities, provide descriptions and answer questions on experiential stimulation derived from these activities in relation to happiness and perceived life satisfaction.

Findings

Food-related activities generally result in positive consumer experiences and psychological well-being. Experiential stimulation resulting from food activities is positively related to perceived life satisfaction directly and indirectly via pleasure and meaning. Although the authors found an overall positive relationship between these constructs, they also found differences based on the experience type considered. A “crescendo model” of experiences that details how experiences lead to happiness and perceived life satisfaction is presented.

Research limitations/implications

This study is largely exploratory. Future research should adopt an experimental approach and further test the relationship between experiential stimulation, happiness and perceived life satisfaction in the context of food.

Practical implications

The paper offers innovation teams in food companies a practical “crescendo model” that can be used to design product–consumer interactions.

Originality/value

The research bridges literatures on design thinking, psychological well-being and consumer experiences. By studying the relationship between experiences, happiness and perceived life satisfaction in the context of food, the findings contribute to research on food well-being by expanding the notion of happiness seen only as pleasure. The research also contributes to work on design thinking by offering an experiential framework that contributes to the notion of consumer empathy.

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European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 28 April 2020

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Josko Brakus

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).

Design/methodology/approach

This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.

Findings

In developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.

Research limitations/implications

This paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate to market share for different brand types (global and local) in different country groups (developed and emerging). Limitations arise from constraints related to existing datasets (e.g. limited number of variables and type of product categories considered).

Practical implications

This paper offers insights to managers working in multinational FMCG companies, as it suggests which CBBE components relate more strongly to the global or local brands' market shares in different countries.

Originality/value

This paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset and showing correspondence with conceptualizations and measures of brand equity from the academic literature. It also considers a large set of 29 countries, extending research beyond national boundaries.

Details

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

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Article
Publication date: 14 November 2016

Lia Zarantonello, Marcello Formisano and Silvia Grappi

The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and…

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5430

Abstract

Purpose

The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context.

Design/methodology/approach

An empirical study was conducted in the USA, Russia and Indonesia to develop and validate a short but comprehensive measure of brand love. A brand attitude measure derived from the company’s tracking studies and behavioural measures derived from panel data were used to examine the different relationship of brand love and brand attitude with brand performance.

Findings

The findings show that consumers in the USA, Russia and Indonesia share a similar concept of brand love. They also show that brand love, compared with brand attitude, is more strongly related to growth in behavioural loyalty, whereas brand attitude, compared with brand love, is more strongly related to the brand size in the present.

Research limitations/implications

The paper combines psychological and behavioural data from different sources. Future research may collect both types of data from the same sample of consumers. Besides, the paper uses brand love and brand attitude data related to loyal consumers and users, respectively. Future research may consider both types of consumers simultaneously.

Practical implications

The paper clarifies why brand love measures should be integrated in a company’s brand measurement system, and their specific contribution compared with brand attitude.

Originality/value

This paper is the first that examines brand love in a cross-national and cross-category context and that shows the relationship of brand love vs brand attitude with actual brand performance using company/industry-derived data.

Details

International Marketing Review, vol. 33 no. 6
Type: Research Article
ISSN: 0265-1335

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Book part
Publication date: 13 June 2013

Bernd Schmitt and Lia Zarantonello

Purpose – This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.Design/methodology/approach – We review…

Abstract

Purpose – This chapter provides a critical review of the emerging field of consumer experience and experiential marketing.Design/methodology/approach – We review definitions, perspectives, and key research areas on the topics of consumer experience, product and service experiences, off-line and online experiences, as well as consumption and brand experiences. We report empirical findings, seminal studies, and insight into the experience process (e.g., how consumers process experiential attributes, how they process experiences over time, and whether positive and negative experiences can co-occur). We present research on experiential dimensions, experiential themes, and the nature of extraordinary experiences.Value/originality – The chapter provides value by discussing the key measurement and marketing management issues of experiential marketing and discusses the original issue whether it is rational for consumers to include experiences in their decision making.

Details

Review of Marketing Research
Type: Book
ISBN: 978-1-78190-761-0

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Article
Publication date: 21 March 2016

Lia Zarantonello, Simona Romani, Silvia Grappi and Richard P. Bagozzi

– This study aims to investigate the nature of brand hate, its antecedents and its outcomes.

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10163

Abstract

Purpose

This study aims to investigate the nature of brand hate, its antecedents and its outcomes.

Design/methodology/approach

The authors conduct two quantitative studies in Europe. In Study 1, a measure of brand hate is developed and its effects are tested on behavioral outcomes. In Study 2, the authors show how brand hate and its behavioral outcomes change depending on the reasons for brand hate.

Findings

The study conceptualizes brand hate as a constellation of negative emotions which is significantly associated with different negative behavioral outcomes, including complaining, negative WOM, protest and patronage reduction/cessation. Reasons for brand hate related to corporate wrongdoings and violation of expectations are associated with “attack-like” and “approach-like” strategies, whereas reasons related to taste systems are associated with “avoidance-like” strategies.

Research limitations/implications

The study views brand hate as an affective phenomenon occurring at a point in time. Researchers could adopt a wider perspective by looking at the phenomenon of hate as a disposition/sentiment, not merely as an emotion. They could also adopt a longitudinal perspective to understand how brand hate develops over time and relate it to brand love.

Practical implications

The authors’ conceptualization of brand hate offers insights to companies about how to resist and prevent brand hate for one’s own brand.

Originality/value

The study provides a first conceptualization of brand hate and develops a scale for measuring it. The authors relate this conceptualization and measurement of brand hate to important behavioral outcomes and different types of antecedents.

Details

Journal of Product & Brand Management, vol. 25 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 March 2019

Marc Fetscherin, Francisco Guzman, Cleopatra Veloutsou and Ricardo Roseira Cayolla

This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of…

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1826

Abstract

Purpose

This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.

Design/methodology/approach

This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.

Findings

First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.

Originality/value

This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.

Details

Journal of Product & Brand Management, vol. 28 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 18 January 2011

Lia Zarantonello and Harri T. Luomala

This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and…

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6066

Abstract

Purpose

This paper aims to advance theory‐building in the area of food consumption research, by exploring how consumers experience chocolate consumption in different contexts and by viewing these inductive findings in the light of the relevant existing body of knowledge.

Design/methodology/approach

A qualitative study is conducted on a non‐student sample of Italian consumers. The qualitative diary research technique is used as it is particularly suitable to capturing sensations, feelings, thoughts, and behaviours related to various chocolate consumption contexts. Content analytical and interpretive principles are followed in the production of the study findings.

Findings

Chocolate generates rich and complex consumption experiences as a function of various contextual forces. Seven main contextual chocolate consumption categories are identified: context of physiological need, context of sensorial gratification, context of memories and nostalgia, context of escapism, context of materialism, context of chocoholism, and context of interpersonal and self‐gifts. On the basis of these chocolate consumption categories and ideas from past consumer behaviour research, four more general contextualized chocolate consumption experience types are extracted: chocolate consumption experience as medicine, as mind manoeuvring, as regression and as ritual enhancement.

Originality/value

Past research has not explored how different chocolate consumption contexts shape and define these experiences, even though contextual variation in food consumption experiences is recognized as important. The nuances of chocolate consumption in various contexts are explored to the unprecedented depth, a conceptually novel typology of contextualized chocolate consumption experiences is presented, the field of application of self‐congruity theory is expanded and the profiles of chocolate consumer segments identified by past research are enriched.

Details

Qualitative Market Research: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 13 June 2013

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-1-78190-761-0

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