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The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private…
The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners will benefit by understanding the consumer traits that can be triggered and focused on in advertising campaigns. Moreover, it is important to know which traits have a significant impact on each product category section (i.e. public vs private use).
An experiment used a between-subjects design with two randomized blocks of publicly used brands and privately used brands. Within each block, the relationship between independent variables (narcissism and need for uniqueness [NFU]) and dependent variables (SBC, CBC and purchase intention) were analyzed using SmartPLS.
The results showed that narcissism has a significant positive impact on consumers’ SBC for publicly consumed products, no effect was found for CBC. NFU shows a significant positive impact on SBC and CBC for both categories. The results also showed a positive impact for SBC on purchase intention, no effect was found for CBC.
Future research can examine brand names that people favor the most and test whether individuals’ narcissism and NFU is influential on their SBC and CBC with the brands, regardless of the exposure to the visual cues provided in this paper. Moreover, there are more behavioral outcomes that need examination. For example, it would be fruitful to see whether attitude toward the ad, or brand attitude are affected by consumers’ narcissism and NFU.
The results contribute to the effectiveness of advertising in different industries. For instance, brand managers and marketing practitioners can benefit by understanding which product types are more attractive to consumers based on their tendency toward uniqueness. Moreover, narcissism is another common trait that can be used to target consumers. Thus, certain product types may be more attractive to consumers based on their narcissism tendencies.
Despite the popularity of SBC and CBC research, there is limited knowledge about the consumer traits which can stimulate and enhance these concepts. As such, an important question that needs to be addressed is: “What consumer personality traits lead to higher SBC and CBC?” When it comes to self-concept, a limited number of studies exist that explore the actual types of personality or self-concept that generate a desired connection between the “self” and brands.
In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the…
In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.
Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study.
Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model.
From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships.
This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.
En este trabajo, dos estudios examinan los efectos de los anuncios dirigidos a los hispanos en tres relaciones entre el consumidor y la marca (el amor por la marca, el apego a la marca y la actitud hacia la marca) y sus resultados conductuales. Además, examinamos cómo la implicación del producto modera estos efectos.
El Estudio 1 demuestra los vínculos entre tres relaciones consumidor-marca (el amor a la marca, el apego a la marca y la actitud hacia la marca) y sus antecedentes. En el Estudio 2, al comprobar la red nomológica de los antecedentes y las consecuencias del amor a la marca, ampliamos los resultados del estudio anterior.
El Estudio 1 aporta pruebas de que la publicidad étnica es la que más influye en el amor a la marca, en comparación con otros constructos alternativos de relación entre los consumidores y la marca. En el Estudio 2, los resultados muestran que sólo en el caso de los productos de baja implicación, la similitud percibida de los clientes con los modelos hispanos en los anuncios podría conducir a una mayor actitud positiva hacia el anuncio. Sin embargo, en la condición de alta implicación, la similitud percibida no medió en la relación entre esos constructos, lo que está en consonancia con el Elaboration Likelihood Model.
Desde el punto de vista práctico y de gestión, este trabajo propone que los gestores se centren en los anuncios con señales étnicas, especialmente para los productos de baja implicación. Por lo tanto, valdría la pena que las empresas tuvieran en cuenta los anuncios con señales étnicas para desarrollar eficazmente relaciones más estrechas entre el consumidor y la marca.
Este trabajo investiga los efectos de los anuncios dirigidos en las relaciones profundas (i.e., el amor a la marca) y sus consecuencias conductuales. Por lo tanto, mostramos cómo los anuncios dirigidos a los hispanos podrían conducir a relaciones profundas entre el consumidor y la marca que abarcan tanto la mente como el corazón de los clientes.
研究1展示了三种消费者-品牌关系（即品牌喜爱、品牌依恋和对品牌的态度）与其前因之间的联系。另外, 通过在研究2中测试品牌热爱前因后果的法理网络, 我们扩展了之前研究的结果。
研究1提供的证据表明, 民族广告对品牌喜爱的影响强于其他的消费者品牌关系建构。研究2的结果显示, 与西班牙裔模特的相似性只有在低介入产品中被感知, 才会让顾客产生对广告的更高积极态度。然而, 在高介入条件下, 感知相似性并没有调解这些建构之间的关系, 这与细化可能性模型是一致的。
从实践和管理的角度来看, 本文建议管理者应该把注意力集中在有民族线索的广告上, 尤其是低介入产品。因此, 为了有效地发展深层次的消费者-品牌关系, 企业考虑带有民族线索的广告是值得的。
本文研究了目标广告对深层关系（如品牌喜爱）的影响及及其行为后果。因此, 我们展示了以西班牙裔为目标的广告是如何能够导致一个深层次, 顾客思想与心灵上的消费者-品牌深层关系。
The purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and…
The purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands.
The study involved an online experiment and was conducted using online questionnaires. Sampling was done among undergraduate students of a Southwestern university in the US. The data was analyzed using SEM with PLS.
The results showed, for foreign brands, consumer self-brand connection increased through the effect of country affinity and product quality judgment. For domestic brands, self-brand connection was influenced by ethnocentrism (and not country affinity or product quality judgment).
This study only focused on one industry (i.e. Television industry), and the authors recommend future studies examine a broader range of industries. Moreover, other country related constructs such as national identity need to be examined in future studies.
Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the routes through which consumers build self-brand connections in foreign vs domestic settings. Additionally, marketers can, more effectively, invest their resources by focusing on the factors that can be influential (i.e. ethnocentrism for domestic brands vs country affinity and product judgment for foreign brands).
This study examines the effect of country affinity, ethnocentrism and product quality judgment for consumers' domestic country as well as a foreign country. Moreover, this study contributes toward the global branding literature by incorporating self-brand connection as a behavioral outcome.
Universities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and…
Universities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and expansion, they have relied on developing and maintaining a differentiated brand identity by improving their branding strategy. The purpose of this paper is to examine the antecedents of students’ identification with the brand of public universities in Iran.
Sampling was done in multiple stages. In the first stage – using stratified sampling – students were recruited from distinct degree programs and universities based on the Iranian national demographic proportions. In the second stage, convenient sampling was used within each degree program category. For data collection, the interviewer distributed questionnaires among students regardless of age and gender. The number of questionnaires distributed in each university (i.e. the sample size in each university) was determined using the number of students in the country and percentage of students at each university.
The results showed support for the hypothesized positive relationship between brand identification and the antecedent factors including prestige, interorganizational and intraorganizational competition. On the other hand, the results showed no significant relationship between brand identification and the antecedent factors including distinctiveness and memorable experience. Outcomes (i.e. word-of-mouth, active engagement and loyalty) of brand identification were also tested and their relationships with brand identification are supported.
This study was conducted in the higher education sector in one cosmopolitan Iranian city (i.e. Tehran) to which Iranians from other cities travel to for studying. Thus, the results of this survey include a variety of sub-cultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of students’ identification with the brand of public universities across different nations using a cross-cultural approach.
A study of the antecedents of students’ identification with the university brand can provide a guide for universities to manage their brand and marketing strategies. Managers of higher education institutions can take important steps in establishing a link between students and university brands. Managers can highlight interorganizational competitions. The authors recommended universities publicize and honor students’ success in academic competitions on the university website, via ceremonies dedicated to the student winners, and using print banners that identifies their name and achievement, among other mediums. Additionally, competitions can be promoted among students through professors and motivational speeches from recognized leaders.
Results revealed that brand prestige of public universities positively affects students’ identification. This study highlights the importance of national and international rankings of universities and the sensitivity of students to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university. Additionally, this study showed that brand distinctiveness of public universities does not significantly affect students’ identification with the university brand. Further examination is recommended to help explain this finding and a cross-cultural comparison will assist in this endeavor.