{"title":"Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers","authors":"Hiroyasu Furukawa","doi":"10.1080/08911762.2021.1942376","DOIUrl":null,"url":null,"abstract":"Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"133 - 147"},"PeriodicalIF":0.0000,"publicationDate":"2021-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1942376","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/08911762.2021.1942376","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 1
Abstract
Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.
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Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.
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