Pub Date : 2023-10-05DOI: 10.1108/jpbm-12-2022-4253
Dominyka Venciute, Lukas Karalius, James Reardon, Vilte Auruskeviciene
Purpose This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships. Design/methodology/approach A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling. Findings The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate. Practical implications The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications. Originality/value This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.
{"title":"The impact of employees’ social media advocacy on attitudes toward the brand: the mediating role of parasocial relationships","authors":"Dominyka Venciute, Lukas Karalius, James Reardon, Vilte Auruskeviciene","doi":"10.1108/jpbm-12-2022-4253","DOIUrl":"https://doi.org/10.1108/jpbm-12-2022-4253","url":null,"abstract":"Purpose This study aims to examine how employee advocacy, via the value and credibility of their professional social media content, affects their followers’ attitudes toward the brand through the mediating role of parasocial relationships. Design/methodology/approach A quantitative research was used, and questionnaires were answered by LinkedIn users who follow at least one person they consider to be an employee advocate. A total of 390 responses were analyzed using structural equation modeling. Findings The results suggest that the credibility of an employee advocate positively impacts the parasocial relationship between the user and the employee, which, in turn, impacts the user’s attitude toward the brand represented by the employee advocate. Practical implications The results of this study suggest that employee advocacy on LinkedIn can shape positive attitudes toward the advocate’s brand. These findings suggest that organizations should consider employee content and credibility as strategic tools in marketing communications. Originality/value This study delineates the linkages between the credibility and content value of the employee advocate, the parasocial relationship they have with followers and their attitude toward the brand. This research contributes to the literature on employee advocacy and studies on the concepts of parasocial interactions and relationships.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"77 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134976152","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 : 2023-09-14DOI: 10.1108/jpbm-02-2023-4340
Fernanda Muniz, Francisco Guzmán
Purpose In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation. Design/methodology/approach The study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis. Findings This study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity. Originality/value The findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.
{"title":"The impact of brand value co-creation on perceived CSR authenticity and brand equity","authors":"Fernanda Muniz, Francisco Guzmán","doi":"10.1108/jpbm-02-2023-4340","DOIUrl":"https://doi.org/10.1108/jpbm-02-2023-4340","url":null,"abstract":"Purpose In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value consumers give to a brand. The success of a CSR program depends on its consumers’ perceived authenticity. Therefore, this study aims to investigate how the perception of CSR authenticity, and consequently brand equity, can be enhanced by leveraging brand value co-creation. Design/methodology/approach The study uses a mixed-method approach to test its hypotheses. Study 1 collects survey data from a national representative sample in the USA, which is analyzed using structural equation modeling. Study 2 collects experimental data from a public university’s research pool, also in the USA, which is analyzed using ANOVA and mediation analysis. Findings This study demonstrates that when consumers believe that a brand is co-creative – i.e. consumers are allowed to participate in the creation of value – they will likely perceive the brand’s CSR program as more authentic, which in turn will positively affect brand equity. Originality/value The findings of this study offer implications for academics and brand managers interested on how to effectively leverage CSR for brand building. Specifically, it demonstrates that embracing CSR alone may not be sufficient to enhance brand equity and that brand managers should consider leveraging co-creation to strengthen perceptions of CSR authenticity.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135490865","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 : 2023-09-13DOI: 10.1108/jpbm-10-2022-4177
Wenting Feng, Yuanping Xu, Lijia Wang
Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship. Design/methodology/approach To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4. Findings The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality. Originality/value This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.
{"title":"Innocence versus Coolness: the influence of brand personality on consumers’ preferences","authors":"Wenting Feng, Yuanping Xu, Lijia Wang","doi":"10.1108/jpbm-10-2022-4177","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4177","url":null,"abstract":"Purpose Building on the theory of brand psychological ownership, this paper aims to explore the mediating role of brand psychological ownership in the relationship between brand personality (innocence/coolness) and consumers’ preferences, as well as identify the boundary conditions of this relationship. Design/methodology/approach To test the hypotheses, a series of four experiments were conducted in Wuhan, a city in southern China, using questionnaires administered at two universities and two supermarkets. Hypotheses were tested using PLS-SEM in SmartPLS 4. Findings The results indicate that brand personality, specifically the dimensions of innocence and coolness, has a significant impact on consumers’ brand preferences. Brands with a cool personality are preferred over those with an innocent personality. Moreover, the relationship between brand personality and consumers’ brand preferences is moderated by power motivation and identity centrality. Originality/value This study contributes to the literature by differentiating between brand personality of innocence and coolness as two separate constructs and proposing brand psychological ownership as a mechanism through which brand personality affects brand preferences. The study’s samples were drawn from universities and supermarkets in southern China, providing evidence for the significant moderating effects of power motivation and identity centrality on consumers’ brand preferences.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134989953","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 : 2023-09-13DOI: 10.1108/jpbm-01-2023-4314
Muhammad Zahid Nawaz, Shahid Nawaz, Francisco Guzman
Purpose Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks, validating product launches, generating mass exposure and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands with insights from two emerging markets: China and India. Design/methodology/approach A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China ( n = 826) and India ( n = 358), which is analyzed through PLSc-SEM. Findings The results reveal that social media brand engagement is an antecedent of brand crowdfunding participation, brand crowdfunding intention is a predictor of brand loyalty and gamification is a significant moderator in technology-oriented societies. Originality/value The paper develops a brand crowdfunding framework that provides insights on how established brands can leverage crowdfunding to enhance their new product development process. The results contribute to the social media brand engagement, crowdfunding, gamification and emerging markets literature.
{"title":"Brand crowdfunding using followers boosted through gamification affordances: insights from two emerging markets","authors":"Muhammad Zahid Nawaz, Shahid Nawaz, Francisco Guzman","doi":"10.1108/jpbm-01-2023-4314","DOIUrl":"https://doi.org/10.1108/jpbm-01-2023-4314","url":null,"abstract":"Purpose Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks, validating product launches, generating mass exposure and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands with insights from two emerging markets: China and India. Design/methodology/approach A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China ( n = 826) and India ( n = 358), which is analyzed through PLSc-SEM. Findings The results reveal that social media brand engagement is an antecedent of brand crowdfunding participation, brand crowdfunding intention is a predictor of brand loyalty and gamification is a significant moderator in technology-oriented societies. Originality/value The paper develops a brand crowdfunding framework that provides insights on how established brands can leverage crowdfunding to enhance their new product development process. The results contribute to the social media brand engagement, crowdfunding, gamification and emerging markets literature.","PeriodicalId":16862,"journal":{"name":"Journal of Product & Brand Management","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135690039","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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