Pub Date : 2023-11-08DOI: 10.1108/jpbm-01-2023-4328
Stephen Oduro, Alessandro De Nisco, Luca Petruzzellis
Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship. Design/methodology/approach A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software. Findings Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance. Originality/value This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.
{"title":"Country-of-origin image and consumer brand evaluation: a meta-analytic review","authors":"Stephen Oduro, Alessandro De Nisco, Luca Petruzzellis","doi":"10.1108/jpbm-01-2023-4328","DOIUrl":"https://doi.org/10.1108/jpbm-01-2023-4328","url":null,"abstract":"Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship. Design/methodology/approach A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software. Findings Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance. Originality/value This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":" 69","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135340472","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-07DOI: 10.1108/jpbm-06-2022-4043
Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel
Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude. Design/methodology/approach Study 1 ( n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 ( n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2). Findings Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude. Practical implications Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving). Originality/value The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.
{"title":"When does customization improve brand attitude?","authors":"Pielah Kim, Hua Chang, Rajiv Vaidyanathan, Leslie Stoel","doi":"10.1108/jpbm-06-2022-4043","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4043","url":null,"abstract":"Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude. Design/methodology/approach Study 1 ( n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 ( n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2). Findings Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude. Practical implications Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving). Originality/value The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"7 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135431371","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-31DOI: 10.1108/jpbm-06-2022-4023
Anna Torres, Leonor Vacas de Carvalho, Joana Cesar Machado, Michel van de Velden, Patrício Costa
Purpose Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract). Design/methodology/approach This exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated. Findings Based on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable). Research limitations/implications The decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design. Practical implications Findings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments. Originality/value This study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.
{"title":"Exploring consumer segments defined by affective responses to naturalness in logo design","authors":"Anna Torres, Leonor Vacas de Carvalho, Joana Cesar Machado, Michel van de Velden, Patrício Costa","doi":"10.1108/jpbm-06-2022-4023","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4023","url":null,"abstract":"Purpose Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract). Design/methodology/approach This exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated. Findings Based on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable). Research limitations/implications The decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design. Practical implications Findings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments. Originality/value This study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"7 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135808215","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-30DOI: 10.1108/jpbm-02-2023-4343
Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. Freling
Purpose This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude. Design/methodology/approach Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context. Findings Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts. Originality/value Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.
{"title":"The role of brand gratitude in consumer relationships with cool brands","authors":"Melanie Moore Koskie, Ryan E. Freling, William B. Locander, Traci H. Freling","doi":"10.1108/jpbm-02-2023-4343","DOIUrl":"https://doi.org/10.1108/jpbm-02-2023-4343","url":null,"abstract":"Purpose This study aims to explore and extend the consumer–brand relationship literature by integrating the relatively new construct of brand coolness with a growing body of work on gratitude. Specifically, gratitude is explored alongside emotional brand attachment as an additional mechanism affecting the relationship between cool brands and the loyalty outcome of repurchase intention. Consumption context is examined as a boundary condition to the effect of gratitude. Design/methodology/approach Data was collected from an online survey of a Qualtrics panel of 356 US consumers. A moderated mediation model is used to explain the effects of brand coolness on repurchase intention via emotional brand attachment and brand gratitude in the moderating presence of consumption context. Findings Brand coolness significantly increases repurchase intention. Furthermore, emotional brand attachment and brand gratitude are established as parallel mediators of the relationship between brand coolness and repurchase intention, with brand gratitude exhibiting a significantly stronger mediated effect. The impact of brand coolness on brand gratitude is moderated by social visibility, with publicly consumed cool brands stimulating greater brand gratitude than their privately consumed counterparts. Originality/value Brand gratitude is shown to influence repurchase intention independent of the impact exerted by consumers’ emotional brand attachment. Cognitive appraisal theory is used to distinguish brand gratitude from other mediators studied in consumer–brand relationships. Findings establish the moderating influence of the social visibility of the brand on the relationship between brand coolness and gratitude.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"252 9","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136019256","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings. Design/methodology/approach A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses. Findings Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success. Research limitations/implications This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns. Originality/value By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.
{"title":"A brand prominence perspective on crowdfunding success for aftermarket offerings: the role of textual and visual brand elements","authors":"Fereshteh Zihagh, Masoud Moradi, Vishag Badrinarayanan","doi":"10.1108/jpbm-06-2023-4553","DOIUrl":"https://doi.org/10.1108/jpbm-06-2023-4553","url":null,"abstract":"Purpose Adopting a brand prominence perspective, this study aims to examine how textual and visual brand elements influence the success of crowdfunding campaigns for aftermarket offerings. Design/methodology/approach A Python-based Web scraper was used to collect data from 620 crowdfunding campaigns for aftermarket offerings hosted on Kickstarter. The linguistic inquiry and word count application programing interface was then used to analyze the linguistic aspects of these campaigns. A fixed effects regression model was used to evaluate the hypotheses. Findings Textual and visual brand prominence are positively associated with campaign success. Further, with some variations, both types of brand prominence augment the positive effects of narrative and graphic design elements on campaign success. Research limitations/implications This study makes novel theoretical contributions to the literature on branding, crowdfunding and aftermarket products. The results also provide practical insights to aftermarket enterprises on creating compelling crowdfunding campaigns. Originality/value By analyzing the direct and synergistic effects of branding, narrative and graphic design elements on crowdfunding success, this study extends various literature streams and identifies several future research opportunities.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"3 5","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136018902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-27DOI: 10.1108/jpbm-07-2022-4070
Salma Habachi, Jorge Matute, Ramon Palau-Saumell
Purpose This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC). Design/methodology/approach A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events. Findings Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand. Originality/value This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.
{"title":"Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps","authors":"Salma Habachi, Jorge Matute, Ramon Palau-Saumell","doi":"10.1108/jpbm-07-2022-4070","DOIUrl":"https://doi.org/10.1108/jpbm-07-2022-4070","url":null,"abstract":"Purpose This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC). Design/methodology/approach A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events. Findings Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand. Originality/value This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"40 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136234074","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-23DOI: 10.1108/jpbm-01-2023-4311
Tessa Garcia-Collart
Purpose In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content. Design/methodology/approach This research introduces two empirical studies (combined sample = 490), using student and online participant samples. Findings Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services). Research limitations/implications While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects. Practical implications This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand. Social implications Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times. Originality/value Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.
{"title":"Speak up! brands’ responsiveness matters: consumer reactions to brand communications in the early stages of a crisis","authors":"Tessa Garcia-Collart","doi":"10.1108/jpbm-01-2023-4311","DOIUrl":"https://doi.org/10.1108/jpbm-01-2023-4311","url":null,"abstract":"Purpose In an effort to provide insights that nurture the future of brand relationships, this paper aims to examine the impact of brand communications on consumption behavior during critical events that significantly impact the marketplace. Specifically, this research focuses on external crises (i.e. global health crises, natural disasters and regional conflicts) beyond the control of the corporations that govern brands. It does so by exploring the most effective brand communication strategies at the onset of a crisis when brands may shift promotional content to more sensitive, crisis-related content as a means to connect with consumers. Furthermore, this paper seeks to understand which consumer segment will benefit most from brands’ crisis-related content. Design/methodology/approach This research introduces two empirical studies (combined sample = 490), using student and online participant samples. Findings Results from this work demonstrate that at the onset of a crisis, consumers’ attitudes, brand engagement, and self-brand connections significantly increase after visualizing crisis-related versus noncrisis-related brand messages. Results also reveal that consumers who feel less socially connected will react more favorably to brand communications that contain crisis-related content (i.e. informative or emotional content related to the crisis) than non-crisis-related content (i.e. marketing content aimed to promote and advertise the brand, product and/or services). Research limitations/implications While the effect of crisis communications on consumption behavior and the moderating effect of social connections is explored, the underlying mechanism of these effects is not investigated in this study. Therefore, future research might consider evaluating the mechanisms that drive these effects. Practical implications This work builds on past research to help establish that during early critical times, marketing managers should include crisis-related content in their communications, which will increase consumers’ positive reactions toward the brand. Social implications Another implication of this work is that it underscores the significance of crisis-related brand communications as an inclusive practice because these are particularly well-received among vulnerable consumer segments, such as those who feel less socially connected during critical times. Originality/value Proactive communication strategies allow brands to better manage external critical challenges. As brands navigate a postpandemic marketplace, this research highlights the adaptations that managers can make to their communication strategies at peak uncertain times, such as the earlier stages of an external crisis.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"3 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135365224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-12DOI: 10.1108/jpbm-12-2022-4263
Paul Schreuder, Marcel Zeelenberg, Tila M. Pronk
Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers. Design/methodology/approach A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships. Findings The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship. Originality/value The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.
{"title":"How consumers define brand relationships: a prototype analysis","authors":"Paul Schreuder, Marcel Zeelenberg, Tila M. Pronk","doi":"10.1108/jpbm-12-2022-4263","DOIUrl":"https://doi.org/10.1108/jpbm-12-2022-4263","url":null,"abstract":"Purpose Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers. Design/methodology/approach A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships. Findings The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship. Originality/value The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"135 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135963451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-10DOI: 10.1108/jpbm-10-2022-4179
A. Lynn Matthews, Sarah S.F. Luebke
Purpose Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial for person-brands to understand how to minimize and manage the impact of a given transgression. Design/methodology/approach This paper uses three online consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models. Findings High-diagnosticity transgressions lower consumer digital engagement intentions regarding the person-brand and their endorsed products. This effect is serially mediated by consumer-brand identification, as predicted by social identity theory, and by perceived trustworthiness of the person-brand. Practical implications Person-brands should emphasize the nondiagnostic nature of any transgressions in which they are involved, including a lack of centrality and consistency with their brand, and guard against the appearance of diagnostic transgressions. Originality/value This paper shows that transgression diagnosticity impacts consumer engagement through the pathway of consumer-brand identification and trustworthiness. It also manipulates aspects of diagnosticity that can be influenced by the person-brand (centrality and consistency) while holding the transgression constant. As such, this paper extends the literature on transgressions, on person-branding strategy, and on social identity theory.
{"title":"Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands","authors":"A. Lynn Matthews, Sarah S.F. Luebke","doi":"10.1108/jpbm-10-2022-4179","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4179","url":null,"abstract":"Purpose Moral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial for person-brands to understand how to minimize and manage the impact of a given transgression. Design/methodology/approach This paper uses three online consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models. Findings High-diagnosticity transgressions lower consumer digital engagement intentions regarding the person-brand and their endorsed products. This effect is serially mediated by consumer-brand identification, as predicted by social identity theory, and by perceived trustworthiness of the person-brand. Practical implications Person-brands should emphasize the nondiagnostic nature of any transgressions in which they are involved, including a lack of centrality and consistency with their brand, and guard against the appearance of diagnostic transgressions. Originality/value This paper shows that transgression diagnosticity impacts consumer engagement through the pathway of consumer-brand identification and trustworthiness. It also manipulates aspects of diagnosticity that can be influenced by the person-brand (centrality and consistency) while holding the transgression constant. As such, this paper extends the literature on transgressions, on person-branding strategy, and on social identity theory.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136293016","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-09DOI: 10.1108/jpbm-08-2022-4124
Robert A. Wertz
Purpose When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced. Design/methodology/approach This study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response. Findings Increased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects. Practical implications When releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response. Originality/value This study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.
{"title":"Brand new: how visual context shapes initial response to logos and corporate visual identity systems","authors":"Robert A. Wertz","doi":"10.1108/jpbm-08-2022-4124","DOIUrl":"https://doi.org/10.1108/jpbm-08-2022-4124","url":null,"abstract":"Purpose When a new logo is released, it does not have an established meaning in the mind of the viewer. As logos have become more highly scrutinized by consumers and critics, it has become more important to understand viewers’ initial responses to logos. While other studies have researched the impact of aesthetic choices on viewer reaction to logos, this study aims to understand the effect of the surrounding visual identity system when a new logo is introduced. Design/methodology/approach This study combines a content analysis of 335 posts on the logo review website Brand New with the voting data from their polls to understand how visual context correlates with a viewer’s initial response. Findings Increased amounts of visual context correlate to an improved response from viewers. Different types of context that can be presented – from logo variations and environmental examples to videos and animation – have varied effects. Practical implications When releasing a new logo, companies and organizations may receive a better response from viewers if they provide more visual context. Animations may also provide an improved response. Originality/value This study takes a novel approach to exploring viewer responses to logos by combining content analysis with voting data. While most studies use fictitious or abstract logo designs, this study uses actual logos and context to better understand viewer responses.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135045176","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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