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Article
Publication date: 28 April 2021

Marc Fetscherin, Cleopatra Veloutsou and Francisco Guzman

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1407

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Journal of Product & Brand Management, vol. 30 no. 3
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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1947

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: 20 March 2017

Sabrina M. Hegner, Marc Fetscherin and Marianne van Delzen

The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and…

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5316

Abstract

Purpose

The purpose of this paper is to explore and discuss the concept of brand hate. The authors present a taxonomy of the main determinants and outcomes of brand hate and empirically assess our model.

Design/methodology/approach

A survey design using cross-sectional primary data from 224 German consumers was used. Hypotheses related to determinants and outcomes of brand hate were tested by means of structural equation modelling.

Findings

Findings show that brand hate is triggered by three determinants (negative past experience, symbolic incongruity, ideological incompatibility) and leads to three behavioral outcomes (brand avoidance, negative word-of mouth, brand retaliation).

Originality/value

This paper explores and outlines theoretically and empirically the determinants and outcomes of brand hate. It also provides a useful taxonomy of brand hate.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 8 March 2019

Marc Fetscherin and Alexandra Sampedro

This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand…

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1801

Abstract

Purpose

This paper aims to explore and discuss the concept of brand forgiveness. It empirically assesses the relationships among three types of brand transgressions, brand forgiveness and three consumer coping strategies.

Design/methodology/approach

A 3 × 2 research design is used to evaluate the effects of three types of brand transgression (performance, image and value) and two degrees of severity (high vs low) for brand forgiveness. Then, this paper use a 2 × 3 research design, evaluating two degrees of brand forgiveness (high vs low) together with their effects on three different consumer coping strategies (switching, attacking and purchasing again). Using a representative sample of 472 US consumers, various hypotheses related to these research designs are tested.

Findings

The results show that almost half (48 per cent) of the consumers are unlikely or very unlikely to forgive a brand compared to about a third (32 per cent) who are likely or very likely to forgive. The results of ANOVA show the more severe the brand transgression, the less likely the forgiveness. Consumers who are more likely to forgive are less likely to avoid the brand or engage in attacking behaviors; they are also more likely to purchase the brand again. The results of regression analyses show that consumers witnessing a performance-based brand transgression are more likely to forgive the brand than in the case of image- or value-based brand transgressions.

Originality/value

This paper explores and outlines the brand forgiveness construct, both theoretically and empirically.

Details

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

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Article
Publication date: 19 September 2016

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

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843

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Journal of Product & Brand Management, vol. 25 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 November 2015

Marc Fetscherin

The purpose of this paper is to outline and discuss the main elements of the chief executive officer (CEO) that affect financial and non-financial aspects of companies…

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2425

Abstract

Purpose

The purpose of this paper is to outline and discuss the main elements of the chief executive officer (CEO) that affect financial and non-financial aspects of companies. CEO reputation and corporate reputation and performance are intertwined concepts. It presents a conceptual framework, the “4Ps of the CEO branding mix”, and shows how they individually and collectively influence company reputation and performance.

Design/methodology/approach

An extensive inter-disciplinary research was conducted. Four primary elements of the CEO (performance, personality, prestige and persona) were identified that positively or negatively impact companies.

Findings

CEO reputation (prestige) can not only positively but also negatively impact companies and celerity CEO’s are no different. There are certain personality traits, such as honesty and humility, which are mostly associated with positive company outcomes, while other personality traits, such as machiavellianism and narcissism, seems to negatively impact companies. Certain aspects related to the CEO as a persona, such as CEO tenure (experience) and education, and also CEO’s physical appearance and facial expressions impact CEO’s image and, subsequently, company reputation and performance. Finally, this paper shows that CEO performance is more than company financial and market performance and includes aspects such as strategy execution or CEO succession planning.

Practical implications

The four ′P’s of the CEO branding mix provide a useful framework for CEO’s and the corporate communications department to developing a consistent and comprehensive CEO and corporate communication and branding strategy.

Originality/value

This paper contributes as it outlines the various aspects and elements which impact CEOs image and reputation. The four P’s serve as a useful framework for CEO’s as well as corporate communication departments to systematically measure and manage the CEO’s image and reputation and, consequently, company reputation and performance. It forms the basis for developing a consistent and comprehensive CEO and company communication and branding strategy.

Details

Journal of Business Strategy, vol. 36 no. 6
Type: Research Article
ISSN: 0275-6668

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Article
Publication date: 17 June 2009

Marc Fetscherin and Mark Toncar

Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the…

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1498

Abstract

Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the multi‐dimensional brand personality scale, this paper provides an explorative study of the country of origin effect on U.S. consumers’ brand perception of automobiles from China and India. Our multivariate analysis of variance shows differences in terms of brand excitement, brand competence, brand sophistication, and brand ruggedness. Our results indicate that the Chinese car is perceived to be more daring, up‐to‐date, and outdoorsy than the Indian and U.S. car; more intelligent, successful, and upper‐class than the Indian car; and more charming than the U.S. car. The U.S. car is perceived as more successful than the Indian car.

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Multinational Business Review, vol. 17 no. 2
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 17 June 2009

Rajesh K. Pillania and Marc Fetscherin

The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate…

Abstract

The purpose of this article is to investigate the state of research on multinationals and emerging markets. For this we look at existing literature from the disparate fields in which multinationals and emerging markets have been explored in the last forty years (1968‐2008). The paper finds that there is a plethora of material on multinationals and emerging markets and our bibliographical search resulted in 1,282 articles with 2,174 authors published in 514 journals. The three dominant disciplines and their underlying journals are management, business and economics accounting together about seventy percent of all publications. In the case of the management and business journals, the top ten percent account for fourty‐three percent of all publications and fifty percent of all citations. The most productive and influential journals are JIBS and HBR.

Details

Multinational Business Review, vol. 17 no. 2
Type: Research Article
ISSN: 1525-383X

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Article
Publication date: 4 November 2014

Marc Fetscherin

The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love…

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4670

Abstract

Purpose

The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used.

Design/methodology/approach

We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modeling techniques assessing the type of relationship consumers have with loved brands.

Findings

Our results show conceptualizing and measuring “brand love” as a parasocial relationship, as compared to interpersonal relationship, leads overall to equal and, in some instances, better results. For both samples, we get stronger relationships between brand love and purchase intention, as well as for brand love and positive word of mouth (WOM). We also get higher explanation power for dependent variables purchase indentation and WOM.

Originality/value

This paper compares different relationship theories and underlying measurement scales and proposes an alternative relationship theory to conceptualize and measure brand love relationships. With the parasocial interaction scale, we provide researchers and practitioners an alternative and very suitable instrument to measure brand love relationships.

Details

Journal of Consumer Marketing, vol. 31 no. 6/7
Type: Research Article
ISSN: 0736-3761

Keywords

Content available
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1285

Abstract

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Chinese Management Studies, vol. 3 no. 1
Type: Research Article
ISSN: 1750-614X

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