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Article

Cristel Antonia Russell, Dale W. Russell and Peter C. Neijens

The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity…

Abstract

Purpose

The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the possibility that latent ideological beliefs may reveal themselves behaviorally more subtly. This research focuses on implicit consumption expressions of country‐based consumption resistance.

Design/methodology/approach

Cross‐sectional survey data were collected from French moviegoers in seemingly unrelated studies. In study one, respondents reported the movies they had watched at a movie theater over the past month and these movies were subsequently coded by country of origin. Animosity, ethnocentrism, and global openness were measured in study two. Finally, participants selected lottery tickets for either a French or foreign movie. This choice measure captures whether ethnocentric consumption tendencies emerge after animosity is made salient.

Findings

Ideological resistance to the US expresses itself in the anti‐consumption of US movies. Further, when animosity toward the US is made salient, high animosity French respondents express an increased preference for domestic consumption choices, even though they are not generally ethnocentric.

Originality/value

The focus on actual consumption data provides an externally valid test of both latent and explicit expressions of ideological resistance to a country in the form of consumption choices.

Details

European Journal of Marketing, vol. 45 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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Article

Hilde A.M. Voorveld, Peter C. Neijens and Edith G. Smit

The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in…

Abstract

Purpose

The aims of this paper are to provide an integrated literature review of factors influencing consumers' responses to brand websites; to describe the state of research in the past ten years; and to give an overview of the theories used in brand website studies.

Design/methodology/approach

Using a vote‐counting procedure, 736 findings from 50 empirical studies are synthesized. In a vote‐counting analysis the number of positive and negative significant relations between the same two variables is compared to the number of non‐significant relationships.

Findings

The analysis reveals which person‐related factors (e.g. involvement or flow) and website‐related factors (e.g. usability or interactivity) influence responses to websites and brands. To explain such responses many studies integrate new theoretical concepts (e.g. interactivity or telepresence) into traditional theories. Furthermore, the review shows that the current state of research is limited by the use of forced exposure, student samples and the measurement of affective responses.

Practical implications

The present study investigates an increasingly popular approach to promote brands at the internet: the use of brand websites. The study gives insight into factors influencing the effectiveness of these websites. Marketers can use this knowledge to improve the effectiveness of their websites.

Originality/value

The paper provides a valuable contribution to the literature on brand websites. The paper can form the basis for future research on this topic.

Details

Internet Research, vol. 19 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

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Book part

Guanxiong Huang and Hairong Li

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating…

Abstract

Purpose

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

Methodology/approach

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Findings

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

Research implications

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

Originality/value

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

Details

Advertising in New Formats and Media
Type: Book
ISBN: 978-1-78560-312-9

Keywords

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Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Article

Theo Araujo and Peter Neijens

This study focuses on how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these…

Abstract

Purpose

This study focuses on how brands participate in social network sites (SNSs) and investigates both the different strategies they adopt and the factors that influence these strategies.

Design/methodology/approach

The activities of top brands in SNSs were investigated through a content analysis of brand web sites in three countries, measuring two primary dimensions: presence in SNSs and level of engagement which the brand hoped to establish with stakeholders. The study then built logistic regression models to understand which factors drive brands to adopt and use SNSs, using insights from previous studies related to internet innovation adoption cycles.

Findings

The study confirmed that SNS adoption follows a general path of Internet innovation adoption by brands. Industry markets exert influence, with technology and consumer intensive brands being more likely than all other industry segments to be present in SNSs and to participate at higher engagement levels, while brands targeting younger audiences also engage at higher levels than brands targeting generic audiences. The country in which the brand operates plays a significant role in a brand's likelihood of adopting SNSs: web sites in the USA are more likely to use SNSs than other countries, even after controlling for factors such as pre‐existing web operations or the headquarters being in the same country. It was also found that top brands operate in a global world, as shown by their preference for SNSs with global coverage compared to local SNS, even when the penetration rates of these local SNSs were higher.

Originality/value

The paper advances research on SNS adoption by brands from an organizational standpoint, at a time when the majority of the top global brands actively promote such services.

Details

Internet Research, vol. 22 no. 5
Type: Research Article
ISSN: 1066-2243

Keywords

Content available

Abstract

Details

International Marketing Review, vol. 24 no. 5
Type: Research Article
ISSN: 0265-1335

Content available
Article

Abstract

Details

Corporate Communications: An International Journal, vol. 14 no. 1
Type: Research Article
ISSN: 1356-3289

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Article

Anurag Tiruwa, Rajan Yadav and P.K. Suri

The purpose of this paper is to understand the influence of online brand communities on customers’ attitude, who engage with such communities, and their further influence…

Abstract

Purpose

The purpose of this paper is to understand the influence of online brand communities on customers’ attitude, who engage with such communities, and their further influence on purchase intention (PI).

Design/methodology/approach

A conceptual framework was developed by reviewing literature and then validating it in the context of customers, engaged with Facebook brand pages. The framework empirically examined the influence of perceived usefulness, perceived ease of use, social influence and attachment with brand (AWB) on attitude towards brand and PI; alongside the influence of AWB on PI, from 206 responses gathered from an online survey administered to Facebook users. The framework was validated by using structural equation modelling.

Findings

The results demonstrate that the proposed framework was found to have a good fit, and seven of eight relationships hypothesized were found to be significant. The study establishes that the online brand communities have an impact on the customers’ attitude, which in turn has an influence on customers’ intention to purchase.

Originality/value

This study is first of its kind to analyse the engagement on Facebook online brand communities and the influence they have on the customers’ attitude towards a brand which further develops the PI of the customer. The paper suggests and supports the adoption and usage of online brand communities as a part marketing and communication strategy.

Details

Journal of Indian Business Research, vol. 8 no. 4
Type: Research Article
ISSN: 1755-4195

Keywords

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Article

Siva K. Balasubramanian, Hemant Patwardhan, Deepa Pillai and Kesha K. Coker

The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements…

Abstract

Purpose

The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements.

Design/methodology/approach

Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework.

Findings

Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement.

Research limitations/implications

We focus on explicit attitudes; implicit attitudes need future research attention.

Practical implications

Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand.

Originality/value

This is the first study to apply the structural equation modeling approach to this research area.

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Article

Sigen Song, Fanny Fong Yee Chan and Yanlin Wu

The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand…

Abstract

Purpose

The purpose of this paper is to investigate the interaction effect of placement characteristics and emotional experiences on consumers’ recognition of placed brands. Brand recognition is a fundamental step in the consumer’s decision-making journey.

Design/methodology/approach

The authors developed a research model based on emotional process theory and cognitive capacity theory incorporating placement characteristics, emotional experiences and brand recognition. An experimental study of 110 young Chinese consumers was conducted to test the research model.

Findings

The findings indicated that all three placement characteristics (prominence, serial positions and plot connection) had significant effects on brand recognition, as suggested in previous research. The effect of emotional experiences on brand recognition was comparatively less prominent. Placement characteristics and emotional experiences also interacted to influence the recognition of placed brands.

Originality/value

This study shows the role of emotional experiences and their interaction with placement characteristics on brand recognition, which has yet to be examined. The conceptual model contributes to the product placement literature by suggesting that both cognitive and emotional processing are important for brand recognition. The findings provide useful insights for marketers in designing effective product placement strategies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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