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1 – 10 of over 94000Yu-Jen Chou, Ya-Hui Hsu and Yu-Han Chang
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality…
Abstract
Purpose
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.
Design/methodology/approach
One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.
Findings
This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.
Originality/value
Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.
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Hye‐Shin Kim, Mary Lynn Damhorst and Kyu‐Hye Lee
This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with…
Abstract
This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product attitude. Also as part of the study, three dimensions of apparel involvement were tested (fashion, comfort, and individuality). Finally, an advertising processing model that integrates apparel involvement with the three advertisement response concepts was tested. A convenience sample of students attending a midwestern university in the USA participated in data collection. Respondents were presented with a full‐page advertisement for a fictitious brand of apparel and answered items on the questionnaire. Findings confirmed that dimensions of apparel involvement shaped consumer attitudes. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product attitude formation.
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Kiran Karande and Mahesh Gopinath
Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties…
Abstract
Purpose
Product failures can lead to customer dissatisfaction, negative brand attitudes and a loss of brand equity. The purpose of this paper is to investigate whether extended warranties offer a mechanism to mitigate the negative effects of product failure and the mediating role of positive and negative self-directed emotions.
Design/methodology/approach
The hypotheses are tested using two 2 × 2 between-subjects experiments with product failure and warranty purchase as the two factors, attitude toward the brand as the dependent variable, positive and negative self-directed emotions as mediating variables and attitude toward warranties as a covariate.
Findings
It is found that the decline in attitude toward the brand due to product failure is greater among customers purchasing an extended warranty, than among those who do not. Moreover, positive and negative self-directed emotions mediate this relationship.
Originality/value
Manufacturers are for the most part not involved in distribution or administration of extended warranties, which are mainly sold through retailers and administered by companies that specialize in extended warranties. The study findings indicate that contrary to industry practice, consumer-durable manufacturers should consider more active management and promotion of extended warranties to protect their brand’s equity from the negative effects of product failure.
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Kendall Goodrich, Mark Benden, James Munch and Wakiuru Wamwara
This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of standing…
Abstract
Purpose
This study aims to examine the impact of college students’ health and wellness orientations on the perceived importance of health benefits for an innovative new brand of standing desk, which is hypothesized to positively affect students’ attitudes and intentions. Research in this domain for the college student market is sparse.
Design/methodology/approach
An online survey was conducted among business students at a large Midwestern US University, with class credit offered for completion. Of the 325 students given the opportunity to participate, 210 completed the survey.
Findings
Health motivation is positively related to calorie reduction importance, whereas wellness orientation is positively related to back health and cognitive enhancement. Calorie reduction and potential cognitive benefits significantly affect attitudes toward standing desks, which positively impact intentions to use, pay a school usage fee and buy the product.
Research limitations/implications
Different health orientation factors are associated with specific health benefits, providing greater insight into consumer attitudinal motivations for health-related products. Future research can further evaluate the generalizability of the results.
Practical implications
Marketers can tailor more effective communications based on underlying consumer motivations for health-related product benefits, resulting in better marketing outcomes.
Social implications
Obesity is a growing societal issue, which could be ameliorated by improved daily behaviors, including the use of standing desks to assist in countering sedentarism.
Originality/value
To the best of the authors’ knowledge, neither academic research has yet examined standing desk purchase decision factors for the college student market, nor the effects of different health orientations on perceived health benefits.
Billy Sung, Felix Septianto, Michelle Stankovic and Chien Duong
Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and…
Abstract
Purpose
Expressions of pride may elicit others’ envy. In the consumer context, prior research has repeatedly demonstrated that such envy significantly affects consumers’ attitudinal and behavioural responses towards the object of envy. This paper aims to investigate whether this pride-envy relationship is bi-directional. Does being envied by others affect consumers’ self-directed feelings of pride, as well as their subsequent attitude towards a product (i.e. the object of envy)?
Design/methodology/approach
Three experiments examined how emotional reactions of envy from others may influence consumers’ subsequent affective and attitudinal responses towards their own product or purchase. The first experimental study (n = 129) examined whether exposure to benign envy from others evokes higher levels of authentic pride and positively influences product attitude. The second experiment (n = 159) investigated whether exposure to malicious envy from others evokes high levels of hubristic pride, and therefore, negatively influences product attitude. The third study (n = 80) was a quasi-field experiment seeking to provide further empirical support for the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and their effects on attitude.
Findings
The first experiment showed that when participants observed expressions of benign envy towards them, they expressed authentic pride, which ultimately increased positive attitudes towards the product. The second experiment showed that when participants observed expressions of malicious envy towards them, they expressed hubristic pride, which, in turn, reduced positive attitudes towards the product. The effect of malicious envy was further moderated by susceptibility to social influence, whereby the indirect effect of malicious envy on product attitudes was only significant among participants with high susceptibility. The third experiment demonstrated the relationship between benign (vs malicious) envy and authentic (vs hubristic) pride and the effects on attitude in a quasi-field study.
Research limitations/implications
The present paper aims to fill a research gap by showing how being the recipient of others’ malicious or benign envy affects consumers’ self-directed feelings of pride, as well as their attitude towards a product that is the object of envy.
Practical implications
The current research is among the first to show that the emotional expressions of other consumers can influence existing consumers’ affective responses and attitudes towards a product. These findings highlight the importance of building a positive culture and community around brands and products, whereby other consumers’ consumption of the brand or product is perceived positively.
Originality/value
To the best of the authors’ knowledge, this study is the first empirical evidence demonstrating that others’ expression of benign (malicious) envy may lead to the self-feeling of authentic (hubristic) pride, which has a downstream effect on attitude towards the product.
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Razib Chandra Chanda, Salmi Mohd Isa and Tofayel Ahmed
The purpose of this study is to examine the contribution of environmental knowledge and environmental sensitivity on the green purchasing intention of Bangladeshi consumers by…
Abstract
Purpose
The purpose of this study is to examine the contribution of environmental knowledge and environmental sensitivity on the green purchasing intention of Bangladeshi consumers by using an extended theory of planned behavior.
Design/methodology/approach
Quantitative research method was used to collect 369 data by using a convenient sampling method. Data was analyzed using partial least square while a structural equation model was applied to measure causal relations among the variables.
Findings
The findings of this study demonstrate that subjective norms, attitude toward green products and perceived behavioral control have a positive and significant relationship with green purchasing intention. Moreover, environmental knowledge has also a positive and significant relationship with environmental sensitivity. There is a positive and significant association between environmental sensitivity and attitude toward green products, while the relationship between environmental knowledge and attitude toward green products was found insignificant. Quality of green products does not moderate the relationship between attitude toward green products and green purchasing intention. The results further indicate that environmental sensitivity mediates the relationship between environmental knowledge and attitude toward green products. Attitude toward green products also mediates the relationship between environmental sensitivity and green purchasing intention. At the same time, environmental sensitivity and attitude toward green products jointly mediate the relationship between environmental knowledge and green purchasing intention. However, attitude toward green products does not mediate the relationship between environmental knowledge and green purchasing intention.
Originality/value
This study may be used to guide managers who are planning to launch green products in the Bangladeshi market for choosing their target markets and a great insight for the government to produce environmentally friendly consumption policy for citizens and environmental conservation.
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Timmy H. Tseng and Han-Yu Wang
Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by…
Abstract
Purpose
Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by creating self-branded products. This study aims to examine the antecedents of consumer attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement.
Design/methodology/approach
Two sub-samples of different social media brand communities were collected via online surveys of consumers with experience purchasing targeted internet celebrity self-brands. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data.
Findings
The results of the two sub-samples provide convergent evidence that brand–consumer congruence, brand authenticity and internet celebrity involvement have positive correlations with consumer attitudes towards internet celebrity self-brands, which then positively correlate with purchase intentions in both psychological (Sub-sample 1) and social (Sub-sample 2) brand communities.
Originality/value
To the best of the authors’ knowledge, this research is the first to develop a comprehensive model of consumers’ attitudes towards internet celebrity self-brands, which predict purchase intentions. The model is empirically tested in different social media brand communities, and the convergent results show the power of the proposed model. Internet celebrity involvement is proposed as a key driver of brand attitudes, which has received little attention. We conceptualise internet celebrity involvement and develop a scale to measure it. Based on the findings, we propose strategies to improve the marketing effectiveness of internet celebrity self-brands.
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Russell K.H. Ching, Pingsheng Tong, Ja‐Shen Chen and Hung‐Yen Chen
Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and…
Abstract
Purpose
Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.
Design/methodology/approach
Data were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.
Findings
Greater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.
Practical implications
If properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.
Originality/value
This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.
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Mark P. Pritchard and Daniel C. Funk
Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude…
Abstract
Purpose
Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude strength researchers, the present study seeks to investigate the formation and effect of attitude importance in an experiential setting, spectator sport.
Design/methodology/approach
The study adapts a stimulus‐response framework to conduct a structural examination of attitude importance. The investigation includes a multi‐stage sampling procedure that distributed surveys to spectators attending five professional sport matches (n=370).
Findings
Path analysis of a multiple indicator‐multiple cause (MIMIC) model revealed that perceptions of technical and functional aspects of the service experience fuel a meta‐attitude of importance. When evident in dual judgments of product interest and brand importance, the construct is able to play a significant role in patron responses.
Research limitations/implications
These findings offer insight on the nature of importance and its role in moderating spectator behavior. Support for the structural sequence also holds implications for researchers interested in delineating other strong attitudes. However, study findings are limited to hedonic service consumers and await replication in other product settings.
Practical implications
Practical implications consider different mixes of dual judgments and strategies organizations might use to leverage a meta‐attitude of importance in their patrons. Examples of scenario‐based challenges to managing this disposition in the sport industry and in other consumer contexts are discussed.
Originality/value
Despite early attention by marketing practitioners on the importance of individual product features, explanations of how a larger meta‐attitude forms and affects customers are rare. The study developed a MIMIC model and used path analysis to address the matter.
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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. Advertising…
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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