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Book part
Publication date: 29 December 2016

Yann Verhellen, Patrick De Pelsmacker and Nathalie Dens

This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming.

Abstract

Purpose

This study aims to explain how program liking, program connectedness, and product category involvement influence brand attitudes as a result of advertiser funded programming.

Methodology/approach

We conduct a field study on a panel of real television viewers that were surveyed one week after the final episode of an advertiser funded fashion program was broadcasted. A moderated mediation model is constructed and tested that captures the interplay of three determinants of brand attitudes: program liking, product category involvement, and program connectedness.

Findings

Liking of the program is transferred to brand attitudes. This effect is complementarily mediated by connectedness with the program, and this mediation is moderated by product category involvement. Program liking only spills over to brand attitude through connectedness for viewers with moderate to high levels of involvement with the sponsor product category.

Research implications

The findings add to the understanding of the role of program liking and program connectedness in the formation of brand attitudes. Although prior research has established that liking and connectedness are indeed an important determinant of brand attitudes, this research unveils product category involvement as an important boundary condition for this effect.

Practical implications

Consumers can develop liking for even an advanced form of brand placement, an Advertiser Funded Program (AFP). When consumers’ evaluations of the program are positive, they connect to the program on a personal basis, also leading to positive brand effects. Advertising practitioners should focus on the meaningful integration of their brand in a context that is involving for their target audience.

Book part
Publication date: 24 July 2020

Francis J. Yammarino, Minyoung Cheong, Jayoung Kim and Chou-Yu Tsai

For many of the current leadership theories, models, and approaches, the answer to the question posed in the title, “Is leadership more than ‘I like my boss’?,” is “no,” as there…

Abstract

For many of the current leadership theories, models, and approaches, the answer to the question posed in the title, “Is leadership more than ‘I like my boss’?,” is “no,” as there appears to be a hierarchy of leadership concepts with Liking of the leader as the primary dimension or general factor foundation. There are then secondary dimensions or specific sub-factors of liking of Relationship Leadership and Task Leadership; and subsequently, tertiary dimensions or actual sub-sub-factors that comprise the numerous leadership views as well as their operationalizations (e.g., via surveys). There are, however, some leadership views that go beyond simply liking of the leader and liking of relationship leadership and task leadership. For these, which involve explicit levels of analysis formulations, often beyond the leader, or are multi-level in nature, the answer to the title question is “yes.” We clarify and discuss these various “no” and “yes” leadership views and implications of our work for future research and personnel and human resources management practice.

Details

Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-1-80043-076-1

Keywords

Article
Publication date: 11 July 2022

Maria Sielicka-Różyńska and Urszula Samotyja

The manner in which consumers understand and interpret date labels influences their attitudes toward food quality at the purchase and consumption stage. The purpose of this study…

Abstract

Purpose

The manner in which consumers understand and interpret date labels influences their attitudes toward food quality at the purchase and consumption stage. The purpose of this study is to (1) evaluate the influence of “best before” dates on expected food liking and (2) assess how sensory perception and expectations toward “best before” dates influence actual food liking.

Design/methodology/approach

A consumer sensory study was conducted among 110 participants in Poland. The participants' attitudes were examined toward food products (rice, sponge cookies, canned fruit salad and leaf tea) labelled with different “best before” dates and toward those same but unlabelled food products. The consumers' expected liking based solely on “best before” dates were also evaluated.

Findings

The analysis showed that date labels may have an opposite contribution to consumer apprehension of foods. It is proved that “best before” dates maintain a consumer’s positive attitude toward fresh products and reduce consumer uncertainty regarding food edibility, which would be experienced in the absence of date labels. Conversely, results of this study confirmed date labels' role in consumers denigrating expired food and showed consumers' unreasonable convictions that the food's sensory attributes were altered. Thus, otherwise safe and edible food was wasted – it was shelf-life information, not sensory quality, that determined the tested food's perceived value.

Originality/value

The originality of this study is that it involves product assessment to explore the interaction between consumers and a food product's sensory attributes in the context of making decisions that are influenced by the “best-before” date.

Details

British Food Journal, vol. 125 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 18 November 2019

Simona Naspetti, Francesca Alberti, Massimo Mozzon, Sara Zingaretti and Raffaele Zanoli

The purpose of this paper is to explore the role of information about alcohol content, organic labelling and packaging on consumer preferences and willingness-to-pay (WTP) of…

Abstract

Purpose

The purpose of this paper is to explore the role of information about alcohol content, organic labelling and packaging on consumer preferences and willingness-to-pay (WTP) of non-alcoholic sparkling mock wines.

Design/methodology/approach

In a two-step study, the consumer’s expectations and overall liking of two novel brands of mock wines were investigated by focus groups followed by a common hedonic test combined with a choice experiment aimed at measuring consumer WTP. A total of 240 consumers were assigned to two tasting groups of equal size: all were presented at least one brand of mock wine, while drinkers also tasted a familiar brand of low-alcohol sweet sparkling wine. A paper-and-pencil choice experiment followed the tasting sessions.

Findings

The results demonstrate that participants in blind or manipulated “informed” conditions are not able to discriminate among mock wines and wine, whereas significant differences in preferences for brands under investigation appeared when labels and other information were disclosed. In effect, drinkers and non-drinkers did not differ in hedonic scores of mock wines. While younger participants exhibited the highest scores in blind liking, the overall expected liking is significantly higher for non-drinkers and women if compared, respectively, to drinkers and men. WTP for mock wines is influenced by taste, glass bottle packaging and the organic label, while mock-wine colour is not relevant.

Research limitations/implications

Although limited in sample size and representativeness, this study has brought some new insights into the consumption of non-alcoholic mock wines. In this study, a significant influence of blind sensory liking on WTP is demonstrated. This result has theoretical implications: while the effect of product information on WTP is well established, the relationship between hedonic scores and WTP – while theoretically consistent – is not so clear-cut in the literature. Further research is needed to confirm/disconfirm these findings.

Practical implications

Sparkling no-alcohol mock wines, despite their sweetness, appear not different in taste to medium-to-low APV (7.5 per cent) sweet wines.

Originality/value

The paper suggests that marketing of mock (no-alcohol) wines needs careful branding to elicit significant hedonic effects, while interacting sensory (blind liking) scores with price information in choice models may help to represent taste heterogeneity in WTP estimates in a better way.

Details

British Food Journal, vol. 122 no. 8
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 21 December 2021

Janine Macht, Jeanette Klink-Lehmann, Betina Piqueras-Fiszman and Monika Hartmann

While research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the…

Abstract

Purpose

While research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the product. Accordingly, the labelling effect might be influenced by people's prior knowledge of wines and their attitudes towards organic wines and thus be more pronounced for certain consumer groups. Providing insights into those moderators could help to steer people towards sustainable wine consumption. Therefore, this paper aims to investigate the effect of organic labelling on consumers' liking of, and their willingness to pay (WTP) for white wine, and the role of potential moderators.

Design/methodology/approach

A wine tasting experiment was conducted using a within-subjects design (n = 214). The mediating role of expected liking and the moderating roles of subjective knowledge and attitude towards organic wine were analysed using the MEMORE macro in SPSS.

Findings

The results do not confirm an overall positive halo effect of labelling on liking of organic wine. Nevertheless, a positive halo effect on actual liking was observed for those respondents who have a positive attitude towards organic wine. Furthermore, an overall positive effect of organic labelling on WTP was found. Mediation effects could not be confirmed.

Originality/value

This study used an experimental design that considers not only expected liking but also actual liking and WTP for organic wines. Using a moderation-mediation framework helps to better understand consumers' quality evaluation and WTP for organic wine. Finally, it could be shown that the organic halo is more complex for the product category of wine than others have previously stated.

Details

British Food Journal, vol. 124 no. 11
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 1 April 2006

Amy Hawke and Troy Heffernan

The purpose of this paper is to focus on the critical, yet under‐researched dimension of relationship development, being interpersonal liking. Liking has been found to positively…

2223

Abstract

Purpose

The purpose of this paper is to focus on the critical, yet under‐researched dimension of relationship development, being interpersonal liking. Liking has been found to positively influence relationship success. However, these issues have not been extensively explored in the banking sector.

Design/methodology/approach

A case study methodology was adopted for this research. The unit of analysis used was the relationship dyad that exists between a business lender at a major international bank and their customer. Ten case studies were conducted with a range of techniques in an attempt to increase the reliability and validity of the findings.

Findings

Findings suggest that the interplay between similarities, communication, professionalism, trust and personality are the driving forces leading to interpersonal liking in business lender‐customer relationships. Further, the outcomes of interpersonal liking emerged as increased commitment and cooperation in the relationship and a growth in business referrals for the bank lender. These findings contribute to the limited theory on interpersonal liking.

Research limitations/implications

Several limitations emerged due to the nature of the research undertaken. These include the examination of relationships in only one major bank in Australia and the research undertaken uses cross‐sectional not longitudinal data.

Practical implications

These findings have implications for human resource management policies when recruiting personnel in relationship development rolls in the banking sector. Further, training programs aimed at developing interpersonal liking skills could be fashioned. Finally, dissemination of these findings in the banking sector would allow the important concept of interpersonal liking to gain more academic and practical attention.

Originality/value

This paper identifies what interpersonal liking is. Findings for three research questions are presented followed by an explanation of the methodology adopted.

Details

International Journal of Bank Marketing, vol. 24 no. 3
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 6 June 2016

Unnikammu Moideenkutty and Stuart Schmidt

The purpose of this paper was to explore the relationship among liking, social exchange and supervisor-directed organizational citizenship behavior (OCB).

Abstract

Purpose

The purpose of this paper was to explore the relationship among liking, social exchange and supervisor-directed organizational citizenship behavior (OCB).

Design/methodology/approach

Employees and their supervisors were surveyed to obtain data from 202 subordinates and 33 supervisors.

Findings

Results indicated that liking is positively related to social exchange and supervisor-directed OCB. Contrary to expectations, social exchange did not partially mediate the relationship between liking and citizenship.

Research limitations/implications

A limitation of the study is that it was correlational. The lack of support for mediating effect of social exchange suggests the need for further research with data collected from different sources.

Practical implications

Liking has positive effects on both social exchange relationship and supervisor-directed OCB. Trust is an important element of social exchange. Liking may be an independent source of influence on supervisor-directed OCB.

Social implications

Liking, an affective variable, may be an important influence in organizational behavior. It represents positive organizational behavior which is currently generating significant scholarly attention.

Originality/value

This study was conducted in the Sultanate of Oman, an Arabian Gulf country. To the authors’ knowledge, this is the first such study done in the region. In this study, the authors include trust as a representative of the quality of relationship between supervisor and subordinates. Unlike leader–member exchange (LMX), trust has rarely been related to liking in previous studies. Study tests for social exchange (including supervisory trust) as a mediator of the relationship between liking and supervisor-directed OCB.

Details

Review of International Business and Strategy, vol. 26 no. 2
Type: Research Article
ISSN: 2059-6014

Keywords

Article
Publication date: 16 March 2012

Ellena S. King, Trent E. Johnson, Susan E.P. Bastian, Patricia Osidacz and I. Leigh Francis

The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine…

1934

Abstract

Purpose

The purpose of this paper is to determine the degree to which wine consumers in South Australia have different liking for white wine styles, and to relate reported liking to wine knowledge and demographic differences.

Design/methodology/approach

A group of 150 regular white wine drinking consumers from the Adelaide metropolitan area responded to a wine habits and attitudes questionnaire. Consumers were segmented based on self‐reported liking of white wine styles, with three distinct segments identified.

Findings

Sauvignon Blanc wine likers were mainly younger females with low wine knowledge who reported not drinking Chardonnay wines. Conversely, “Riesling wine likers” were generally older with higher wine knowledge. These consumers were interested in the region, vintage and alcohol level when purchasing white wine. The final group (40 percent of the total sample) had a lower liking for Riesling wines, but liked all types relatively highly, had low to moderate wine knowledge and took more note of expert opinion than the other clusters.

Research limitations/implications

The findings of this study can be extrapolated to the South Australian population, however, the sample size may restrict the generalisation of the results to the broader Australian population.

Originality/value

The results of this study provide initial insights into the behaviour of white wine consumers and highlight the importance of wine knowledge in differentiating consumer liking. Some strategies for influencing consumers' preference are suggested.

Details

International Journal of Wine Business Research, vol. 24 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

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: 9 November 2012

Bruce A. Huhmann and Pia A. Albinsson

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing…

3599

Abstract

Purpose

Rhetorical works (schemes and tropes) can increase advertisement liking. Because liking impacts advertising effectiveness, this study aims to investigate if positive processing, brand awareness, and persuasion outcomes previously associated with rhetoric are spurious and chiefly attributable to liking.

Design/methodology/approach

An experiment (n=448) employed natural advertising exposure conditions and a 3 (headline: nonfigurative, scheme, trope)×2 (copy length: long, moderate)×2 (involvement: high, low) between‐subjects factorial design.

Findings

Absent of liking differences, schemes and tropes are robust motivators of available resources devoted to processing (elaboration and readership). Favourable arguments only influence brand awareness and persuasion if processed. Consumers negatively view longer copy. Nonfigurative headlines encourage insufficient processing as copy lengthens. Insufficient processing decreases brand awareness and persuasion. However, schemes and tropes overcome negative copy length effects on brand awareness and persuasion regardless of involvement.

Research limitations/implications

Without the benefit of increased liking, schemes interfere with copy point and brand memory similar to other creative attention‐getters – humour and sex appeals. Instead, schemes focus consumers on advertising style. The results are based on consumer responses; thus, error may make differences harder to detect. Another limitation is the focus on a single low‐risk, informational product, i.e. pens. Future research should investigate effects of rhetorical works with high‐risk and transformative products.

Practical implications

Advertisers should use rhetorical works to motivate processing, especially with longer copy explaining advantages of new, technical, or complex products. Also, effective rhetorical works need not create positive affect.

Originality/value

Isolating advertising rhetoric effects from liking differences explains anomalies in the literature (e.g. scheme versus trope superiority).

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 278000