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1 – 10 of over 1000If you knew one of your child’s friends smoked pot with her mom, would that worry you? If you knew another one of your child’s friends spoke in tongues, would that worry you more…
Abstract
If you knew one of your child’s friends smoked pot with her mom, would that worry you? If you knew another one of your child’s friends spoke in tongues, would that worry you more or less?
Will Parnell, Angela Molloy Murphy, Elizabeth Quintero and Larisa Callaway-Cole
This research demonstrates diffractive documentation and practice as hopeful mechanisms in which early childhood educator-protagonists are proactive rather than reactive in their…
Abstract
Purpose
This research demonstrates diffractive documentation and practice as hopeful mechanisms in which early childhood educator-protagonists are proactive rather than reactive in their work with young children.
Design/methodology/approach
Our storying research process is a narrative-building approach, whereby we interrelate and diffract together to seek out new meaning and understandings and promote social justice-oriented actions.
Findings
Authors each share from burgeoning narratives to interrelate and show a collection of threads that deepen multiple meanings in our existence.
Social implications
If we can assure deep support for all and an ethos of planet and place-caring, stretching beyond the status quo to children and place, then policies and practices can be changed for a greater good.
Originality/value
Humbly, we maintain that first, if we listen with children and the more-than-human, they show empathy, creativity and generative learning, and through our diffractive (re)storying process, hope is found, producing actions and movements.
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Heejin Lim and Michelle Childs
The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study…
Abstract
Purpose
The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.
Design/methodology/approach
Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).
Findings
Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.
Practical implications
Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.
Originality/value
This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.
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Michelle Childs, Hongjoo Woo and Seeun Kim
Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position…
Abstract
Purpose
Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes.
Design/methodology/approach
This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks.
Findings
When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source.
Practical implications
Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands.
Originality/value
As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.
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Michelle Childs and Byoungho Ellie Jin
Retailer-brand collaborations (e.g. Target–Lilly Pulitzer) attract media attention and generate excitement, and may encourage buying the product right away rather than waiting…
Abstract
Purpose
Retailer-brand collaborations (e.g. Target–Lilly Pulitzer) attract media attention and generate excitement, and may encourage buying the product right away rather than waiting until a sale. To clearly establish factors that contribute to consumers' urge to purchase retailer-brand collaborations, the purpose of this study is to test the effects of: (1) collaboration duration (limited edition vs ongoing) and (2) perceived retailer-brand fit (high vs low) on consumers' urgency to buy.
Design/methodology/approach
Three experimental studies (n = 499) manipulate and test the effect of collaboration duration (Study 1), perceived retailer-brand fit (Study 2) and the combined effect (Study 3) on consumers' urgency to buy.
Findings
Findings indicate that urgency to buy retailer-brand collaborations are favourable when products are offered as limited edition versus ongoing (Study 1), when there is high-perceived fit versus low-perceived fit between retailer and brand partners (Study 2) and when both conditions are true (Study 3).
Practical implications
To enhance consumers' urgency to buy retailer-brand collaborations, the partnerships should be limited in duration (vs collaborating in an ongoing fashion). Additionally brands and retailers need to strategically align with well-fitting partners.
Originality/value
Despite the prevalence and success of retailer-brand collaborations in industry, research on such collaboration is surprising scant. Additionally, while previous studies often measure purchase intentions as consumers' response, an understanding of factors that discourage consumers from delaying their purchase (i.e. factors that lead to urgency to buy) help to identify strategies to cultivate greater profits.
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Michelle Childs and Byoungho Ellie Jin
Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth…
Abstract
Purpose
Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.
Design/methodology/approach
Three experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.
Findings
Results reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).
Research limitations/implications
In light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.
Practical implications
To increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.
Originality/value
While previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.
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Michelle Childs, Tiffany Blanchflower, Songyee Hur and Delisia Matthews
Revolutionary changes are happening in retail, and the term “retail apocalypse” reflects these dramatic changes. As a growing number of traditional brick-and-motor retailers are…
Abstract
Purpose
Revolutionary changes are happening in retail, and the term “retail apocalypse” reflects these dramatic changes. As a growing number of traditional brick-and-motor retailers are closing, the aim of this study is to understand and test the dimensions of specific store and consumer factors that are driving this shift towards non-traditional retail marketplaces (e.g. pop-up stores, fashion trucks), factors that drive consumer loyalty (i.e. re-patronage intentions) and the mediating role of shopping enjoyment in this context.
Design/methodology/approach
This study used a consumer panel (n = 237) of previous shoppers of non-traditional retailers. Utilising exploratory factor analysis (EFA) and confirmatory factor analysis (CFA), this study identifies possible store and consumer factors that are associated with consumers' patronage of non-traditional retailers. Based on results, we propose a model for non-traditional retail shopping behaviour.
Findings
EFA revealed that quality of personal experience and consumer curiosity were dominant factors explaining variance. Key findings revealed that in-store factors (in-store ambiance, quality and value of products) and consumer factors (consumer curiosity, quality consciousness) influence consumers' re-patronage intentions. This highlights the importance of maintaining quality elements in shopping experiences. Shopping enjoyment was found to mediate relationships, indicating that while not all factors directly impact loyalty, it can be enhanced through pleasurable shopping experiences.
Practical implications
Our findings help retailers understand which factors are driving this dramatic change in consumer behaviour so they may develop better strategies to attract and retain customers. Retailers need to highlight product quality and in-store atmosphere and spark consumers' quality consciousness and curiosity to enhance consumer loyalty.
Originality/value
Despite the rise in popularity, this is the first study to investigate non-traditional retailers comprehensively.
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The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting…
Abstract
Purpose
The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting advancement in this stream of literature. Based on this analysis, suggestions for future research are provided.
Design/methodology/approach
In a systematic literature review, criteria were used to identify relevant journal publications that have specifically investigated brand extension feedback effects (n = 53). Research articles were subsequently evaluated for further analysis.
Findings
Several issues may inhibit advancement in the literature on brand extension feedback effects. These include issues related the conceptual, methodological and context of research, as well as related to the consumer, product, brand and marketing. Specific research questions are provided which address issues found in this literature stream.
Research limitations/implications
This paper aims to resolve issues in research on brand extension feedback effects to facilitate more rapid advancement in this stream of literature.
Originality/value
This research fills a need to summarise the current state of the literature and identifies research issues that need to be addressed in the future.
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Michelle Childs, Byoungho Jin and William L. Tullar
Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such…
Abstract
Purpose
Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such opportunities for growth and profitability are enticing, pursuing them could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price discount and perceived fit) make a parent brand more susceptible to dilution.
Design/methodology/approach
This experimental study manipulates brand concept (premium or value brand) and price level (horizontal or vertical: −20per cent, −80per cent) and measures perceived fit to test effects on parent brand dilution. ANOVA and t-tests are used for the analysis.
Findings
Vertical extensions dilute the parent brand, but horizontal extensions do not. Dilution is strongest for premium (vs value) brands and when line extensions are discounted (i.e. −20per cent or −80per cent lower than the parent brand), regardless of the perceived fit between brand concept and brand extension price. Overall, brand concept is the strongest predictor of parent brand dilution in the context of vertical-downward extensions.
Originality/value
This study establishes which factors emerge as important contributors to parent brand dilution. Although previous studies on brand dilution are abundant, few studies have compared the effects of horizontal and vertical extensions on brand dilution. This study offers strong theoretical as well as practical implications.
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Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media…
Abstract
Purpose
Cause-related marketing (CR-M) – promising to donate to a charity when consumers purchase specific products – is a popular brand strategy, particularly in the social media context. In light of Veblen’s theory of conspicuous consumption, the purpose of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results.
Design/methodology/approach
This research is based on two studies that used a 2 (brand level: high-end vs low-end) × 2 (conspicuous of CR-M campaign: conspicuous vs non-conspicuous) between-subjects experimental design with random assignment to conditions and manipulation checks.
Findings
Results reveal that consumers respond more favorably when high-end brands participate in CR-M, particularly when the CR-M promotion is conspicuous. That is, when a high-end brand partners with a charity, especially under conspicuous conditions, it significantly improves consumers’ brand attitudes and intent to share with others. Moreover, pride and guilt are important mediators in effects.
Practical implications
The results of this study offer strong implications for brand managers seeking to partner with charities in CR-M campaigns. Results suggest that implementing CR-M campaigns may be fruitful for brands, particularly high-end brands when they enhance the conspicuousness of their CR-M campaign.
Originality/value
Results empirically extend the notion of conspicuous consumption by demonstrating that social status can be achieved by displaying not only acquired goods but also benevolence.
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