Pub Date : 2021-06-27DOI: 10.15358/0344-1369-2021-1-2-37
Bernhard Swoboda, A. Winters, Nils Fränzel
This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.
{"title":"How Online Trust and Online Brand Equity Translate Online- and Omni-Channel-Specific Instruments into Repurchase Intentions","authors":"Bernhard Swoboda, A. Winters, Nils Fränzel","doi":"10.15358/0344-1369-2021-1-2-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-37","url":null,"abstract":"This study examines omni-channel retailers’ online activities, which previous brick-and-mortar firms’ find challenging, but they are increasingly competing with online players. Therefore, the role of major online-specific instruments such as online aesthetic appeal and omni-channel-specific instruments such as online-offline integration is studied. A framework is proposed in which online trust, as a key mediator in online studies, translates instruments into repurchase intentions. However, the authors also study online brand equity, believing in its strength for repurchasing in competing, reciprocal mediation. They test indirect effects of the instruments in a sequential mediation study and reciprocal effects of trust and brand equity in a cross-lagged panel study based on longitudinal data of consumer evaluations of fashion retailers. Importantly, cross-channel repurchase intention is differentiated. The results provide new empirical evidence of a different relative importance of the instruments and of online trust versus online brand equity. The findings have direct implications for managers interested in understanding which instruments most affect consumer outcomes.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123030016","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 : 1900-01-01DOI: 10.15358/0344-1369-2020-4-35
Steffen Jahn, A. Langer, Ossama Elshiewy, Yasemin Boztug
Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls.
{"title":"How Perceived Security Risk Influences Acceptance of Virtual Shopping Walls","authors":"Steffen Jahn, A. Langer, Ossama Elshiewy, Yasemin Boztug","doi":"10.15358/0344-1369-2020-4-35","DOIUrl":"https://doi.org/10.15358/0344-1369-2020-4-35","url":null,"abstract":"Virtual shopping walls are innovative digital stores that can be placed in highly frequented areas of public transport, such as bus or subway stations. These walls resemble shelves of a stationary supermarket and allow convenient shopping with the smartphone combined with home delivery. The goal of the present research is to shed light on what drives widespread use of this store concept. Complementing traditional models of technology acceptance, this work examines the impact of perceived security risk with special emphasis on its moderating effect on the perceived usefulness-behavioral intention relationship. We find that the intention to use virtual shopping walls is driven by perceived ease of use and perceived usefulness, while perceived security risk acts like a barrier to acceptance. The negative effect of high perceived security risk, however, is mitigated by high perceived usefulness. This means that high perceived usefulness of virtual shopping walls can compensate for increased risk perceptions in a significant way, providing important insights for providers of virtual shopping walls.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125166094","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 : 1900-01-01DOI: 10.15358/0344-1369-2021-1-2-95
Andrea Gröppel-Klein, Kenya-Maria Kirsch, Anja Spilski
The issue currently permeating is how COVID-19 affects our lives, including in terms of consumer behavior. For example, sales of men’s suits have fallen sharply since March 2020, while there has been high demand for jogging pants. While German online retailing was able to increase sales by double digits in 2020, downtown retailers of non-food articles (e.g., textiles, shoes, etc.) had to accept a decrease of more than 20% (HDE 2021, p. 11). Our article focuses on the questions of whether consumer behavior has been fundamentally affected by the crisis, whether previously formed shopping patterns have dissipated and led to new shopping behavior, and whether old habits will return. Using two surveys at different timestamps of the pandemic, we analyze the impact on consumers’ shopping styles and particularly discuss whether the pandemic has permanently changed online shopping tendencies and ethical behavior, and whether the desire for experience-oriented shopping has changed.
{"title":"(Hedonic) Shopping Will Find a Way: The COVID-19 Pandemic and its Impact on Consumer Behavior","authors":"Andrea Gröppel-Klein, Kenya-Maria Kirsch, Anja Spilski","doi":"10.15358/0344-1369-2021-1-2-95","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-95","url":null,"abstract":"The issue currently permeating is how COVID-19 affects our lives, including in terms of consumer behavior. For example, sales of men’s suits have fallen sharply since March 2020, while there has been high demand for jogging pants. While German online retailing was able to increase sales by double digits in 2020, downtown retailers of non-food articles (e.g., textiles, shoes, etc.) had to accept a decrease of more than 20% (HDE 2021, p. 11). Our article focuses on the questions of whether consumer behavior has been fundamentally affected by the crisis, whether previously formed shopping patterns have dissipated and led to new shopping behavior, and whether old habits will return. Using two surveys at different timestamps of the pandemic, we analyze the impact on consumers’ shopping styles and particularly discuss whether the pandemic has permanently changed online shopping tendencies and ethical behavior, and whether the desire for experience-oriented shopping has changed.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"90 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127893220","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 : 1900-01-01DOI: 10.15358/0344-1369-2023-3-75
M. Mzoughi, Safa Chaieb, K. Garrouch
Rhetoric transforms a simple proposal into a more elaborate structure. There is a controversy about the impact of rhetorical figures’ complexity and about the effect of mental imagery on persuasion. There is no previous research on the impact of different levels of ambiguity on the mental-imagery process. The main objective of this study is to examine the effect of different levels of rhetorical ambiguity on persuasion. Mental imagery is integrated as a mediating variable, and tolerance to ambiguity as a moderating one. Structural equation modeling and analysis of variance were applied. The results show that the variation of the effect of ambiguity on emotions is a function of the level of tolerance to ambiguity. Besides, the more the level of ambiguity increases, the more the impact on the mental imagery decreases. The mediating role of mental imagery between ambiguity and persuasion is established. The contributions apply mainly to the advertising field.
{"title":"Effects of the Variation of Rhetorical Ambiguity on Advertising Persuasion: Mediating Role of the Mental Imagery and Moderating Role of the Tolerance to Ambiguity","authors":"M. Mzoughi, Safa Chaieb, K. Garrouch","doi":"10.15358/0344-1369-2023-3-75","DOIUrl":"https://doi.org/10.15358/0344-1369-2023-3-75","url":null,"abstract":"Rhetoric transforms a simple proposal into a more elaborate structure. There is a controversy about the impact of rhetorical figures’ complexity and about the effect of mental imagery on persuasion. There is no previous research on the impact of different levels of ambiguity on the mental-imagery process. The main objective of this study is to examine the effect of different levels of rhetorical ambiguity on persuasion. Mental imagery is integrated as a mediating variable, and tolerance to ambiguity as a moderating one. Structural equation modeling and analysis of variance were applied. The results show that the variation of the effect of ambiguity on emotions is a function of the level of tolerance to ambiguity. Besides, the more the level of ambiguity increases, the more the impact on the mental imagery decreases. The mediating role of mental imagery between ambiguity and persuasion is established. The contributions apply mainly to the advertising field.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134540738","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 : 1900-01-01DOI: 10.15358/0344-1369-2019-3-48
T. Teichert, Alexander Graf, Sajad Rezaei, Philipp Wörfel, H. Duh
Academics and managers need to know that key mental processes occur below the conscious awareness threshold. While unconscious processes largely influence consumer decision-making processes, self-report measures do not reveal these processes adequately. Consequently, marketers need to utilise psychologists’ indirect measures that infer unconscious mental content from reaction-time tasks. Three well-known tools are explicated in the present article: the Emotional Stroop Task, the Implicit Association Test (IAT), and the Approach-Avoidance Task (AAT). Each test taps into a different facet of implicit cognition. This research describes these test instruments’ experimental setups and alternative procedures to guide academics and practitioners when they apply implicit measures. The Ask Your Brain (AYB) survey software is presented as an online research platform for executing all three test types and provides a cost-efficient alternative to lab experiments. In this paper’s conceptual part, we outline the three test instruments’ research paradigms and describe their past applications in the marketing domain. We describe each implicit measurement instrument’s conceptual background, summarize its standard test procedures, and briefly discuss relevant methodological criticisms. We describe how the obtained measurement data should be prepared, condensed, and analysed. Subsequently, we present an empirical case to illustrate the concrete application of the different measurement instruments, utilising empirical data gained from a consumer protection study of 104 South African students. These young adults were confronted with alcohol stimuli in the Emotional Stroop Task, IAT, and AAT. They subsequently performed a discrete choice task related to alcoholic drinks and soft drinks. Based on their drink choices, we explore the extent to which the implicit measures relate to their choice behaviour. The Emotional Stroop Task is based on the premise that emotional stimuli attract more visual attention than neutral stimuli. This distraction causes a delay in response when participants are asked to name a displayed word's colour as fast as possible. Although our study could not directly support this premise, alcohol-inclined participants generally reacted more slowly to alcohol and neutral stimuli. The IAT confronts participants with combinations of a bipolar target category and a bipolar attribute category. Category combinations corresponding to the respondent's intuition (compatible) facilitate task performance and result in shorter reaction times. In our study, those individuals who chose significantly more drinks containing alcohol reacted faster to combinations of “alcohol” and “active” (rather than “alcohol” and “miserable”). This finding shows that the IAT can indeed predict choice behaviour. Finally, the AAT postulates that individuals move faster to a desired object and away from an undesired object. Both the reaction times and the error rates indicated this p
{"title":"Measures of Implicit Cognition for Marketing Research","authors":"T. Teichert, Alexander Graf, Sajad Rezaei, Philipp Wörfel, H. Duh","doi":"10.15358/0344-1369-2019-3-48","DOIUrl":"https://doi.org/10.15358/0344-1369-2019-3-48","url":null,"abstract":"Academics and managers need to know that key mental processes occur below the conscious awareness threshold. While unconscious processes largely influence consumer decision-making processes, self-report measures do not reveal these processes adequately. Consequently, marketers need to utilise psychologists’ indirect measures that infer unconscious mental content from reaction-time tasks. Three well-known tools are explicated in the present article: the Emotional Stroop Task, the Implicit Association Test (IAT), and the Approach-Avoidance Task (AAT). Each test taps into a different facet of implicit cognition. This research describes these test instruments’ experimental setups and alternative procedures to guide academics and practitioners when they apply implicit measures. The Ask Your Brain (AYB) survey software is presented as an online research platform for executing all three test types and provides a cost-efficient alternative to lab experiments. In this paper’s conceptual part, we outline the three test instruments’ research paradigms and describe their past applications in the marketing domain. We describe each implicit measurement instrument’s conceptual background, summarize its standard test procedures, and briefly discuss relevant methodological criticisms. We describe how the obtained measurement data should be prepared, condensed, and analysed. Subsequently, we present an empirical case to illustrate the concrete application of the different measurement instruments, utilising empirical data gained from a consumer protection study of 104 South African students. These young adults were confronted with alcohol stimuli in the Emotional Stroop Task, IAT, and AAT. They subsequently performed a discrete choice task related to alcoholic drinks and soft drinks. Based on their drink choices, we explore the extent to which the implicit measures relate to their choice behaviour. The Emotional Stroop Task is based on the premise that emotional stimuli attract more visual attention than neutral stimuli. This distraction causes a delay in response when participants are asked to name a displayed word's colour as fast as possible. Although our study could not directly support this premise, alcohol-inclined participants generally reacted more slowly to alcohol and neutral stimuli. The IAT confronts participants with combinations of a bipolar target category and a bipolar attribute category. Category combinations corresponding to the respondent's intuition (compatible) facilitate task performance and result in shorter reaction times. In our study, those individuals who chose significantly more drinks containing alcohol reacted faster to combinations of “alcohol” and “active” (rather than “alcohol” and “miserable”). This finding shows that the IAT can indeed predict choice behaviour. Finally, the AAT postulates that individuals move faster to a desired object and away from an undesired object. Both the reaction times and the error rates indicated this p","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131013958","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 : 1900-01-01DOI: 10.15358/0344-1369-2022-2-44
Stefan Gürtler, Barbara Miller
Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company name. It is one of the very first marketing activities, indispensable for registration, for finding investors, and for addressing customers, and it is also the most persistent element of corporate branding. Our study of some 1,300 new companies shows higher survival probabilities for firms with explanatory and/or easy to process names. This opens new perspectives for branding research, in which survival analyses have not yet found their way in.
{"title":"Branded for Survival: Naming Effects on the Life Expectancy of New Companies","authors":"Stefan Gürtler, Barbara Miller","doi":"10.15358/0344-1369-2022-2-44","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-2-44","url":null,"abstract":"Companies have short lives – most start-ups are no longer in business ten years after their foundation. Numerous studies have investigated the factors that have a life-prolonging effect. What has been ignored so far is the influence of the company name. It is one of the very first marketing activities, indispensable for registration, for finding investors, and for addressing customers, and it is also the most persistent element of corporate branding. Our study of some 1,300 new companies shows higher survival probabilities for firms with explanatory and/or easy to process names. This opens new perspectives for branding research, in which survival analyses have not yet found their way in.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125987414","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 : 1900-01-01DOI: 10.15358/0344-1369-2022-4-22
M. Spies, H. Gierl
In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and concrete characteristics (e.g., length, happy or sad ending, degree of product integration in the story). We focus on an abstract characteristic that has gained no attention thus far: the emotionality of the narrative, i.e., the degree to which the narrative advertisement elicits emotions. We start by providing examples from such advertisements in practice. Then, we provide an overview of theories considering the condition in which a priming stimulus (in our case, anarrative advertisement) triggers more or less intense emotions, which might influence the evaluation of a target stimulus (in our case, the promoted brand or the recommended behavior). Subsequently, we present findings from new studies on the relationship of the strength of emotions triggered by narratives to the evaluations of brands or recommended behavior. We manipulate the emotionality of videos by using different background music while holding the visual elements constant. Our findings show that the strength of emotions has a positive impact on evaluations.
{"title":"Emotions Make Your Narratives Fly: The Effect of Strength of Emotions on the Effectiveness of Narrative Advertising","authors":"M. Spies, H. Gierl","doi":"10.15358/0344-1369-2022-4-22","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-4-22","url":null,"abstract":"In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and concrete characteristics (e.g., length, happy or sad ending, degree of product integration in the story). We focus on an abstract characteristic that has gained no attention thus far: the emotionality of the narrative, i.e., the degree to which the narrative advertisement elicits emotions. We start by providing examples from such advertisements in practice. Then, we provide an overview of theories considering the condition in which a priming stimulus (in our case, anarrative advertisement) triggers more or less intense emotions, which might influence the evaluation of a target stimulus (in our case, the promoted brand or the recommended behavior). Subsequently, we present findings from new studies on the relationship of the strength of emotions triggered by narratives to the evaluations of brands or recommended behavior. We manipulate the emotionality of videos by using different background music while holding the visual elements constant. Our findings show that the strength of emotions has a positive impact on evaluations.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125806133","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 : 1900-01-01DOI: 10.15358/0344-1369-2021-3-35
Dirk-Hinnerk Fischer, Sandra Praxmarer-Carus
Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors determining consumers’ brand attachment has generated great interest within the marketing discipline. In the process of attachment formation, marketers consider consumers’ experiences with a brand relevant. However, the literature has not provided marketers with an integrated representation of what to consider when creating brand experiences that are supposed to create brand attachment. A consumer’s brand experience is a subjective internal response to contact with a brand-related stimulus, such as a brand’s product, service, advertisement, social media activity, store, or event. For example, test driving a brand’s car, contacting a brand’s service desk, and dancing at a brand event are brand moments that elicit subjective brand experiences. Although the literature presents several characteristics of brand experiences that may positively affect brand attachment, it does not specify the fundamental underlying factors by which a brand experience produces the feeling of brand attachment. This article extends the literature by identifying the internal responses to a brand moment that are relevant for its attachment creation. First, this paper describes how humans create attachment. We explain that consumers do not permanently feel attached to their attachment objects, such as brands, but construct and feel the feeling of attachment at times of a related need. To construct the feeling of brand attachment at a time of need, consumers use activated thoughts and feelings, that is, retrieved episodic memories related to the brand, memories of feelings related to the brand, and/or semantic memories about the brand’s characteristics. Then, this research focuses on consumers’ individual episodes with a brand and the question of what inner responses to such brand moments cause or support the creation of brand attachment. We infer that the extents to which a brand experience includes pleasure, perceived distinctiveness, and arousal determine its attachment creation. Hence, pleasure, perceived distinctiveness, and arousal are the internal responses to a brand moment that create attachment. We present two empirical studies. Our research seeks to provide value to marketing practice because the creation of brand attachment is highly relevant to marketers. We recommend that marketers use the three experience responses identified in this research (pleasure, perceived distinctiveness, and arousal) as a guide when creating marketing activities intended to strengthen brand attachment. The more pleasure, perceived distinctiveness, and arousal the target group experiences, the more the brand moment creates brand attachment. Marketers may use the items that we propose to assess (or pre-test) the extent to which an activity evokes the re
消费者品牌依恋是品牌盈利能力的相关驱动因素，因为它会增加购买意愿，积极的口碑，以及为品牌支付溢价的意愿。因此，了解决定消费者品牌依恋的因素在市场营销学科中引起了极大的兴趣。在依恋形成的过程中，营销人员认为消费者对品牌的体验是相关的。然而，文献并没有为营销人员提供一个综合的代表，说明在创造应该创造品牌依恋的品牌体验时应该考虑什么。消费者的品牌体验是一种主观的内在反应，接触到与品牌相关的刺激，如品牌的产品、服务、广告、社交媒体活动、商店或事件。例如，试驾一个品牌的汽车，联系一个品牌的服务台，在一个品牌的活动中跳舞，都是品牌时刻，引发主观的品牌体验。虽然文献提出了几个可能对品牌依恋产生积极影响的品牌体验特征，但它并没有具体说明品牌体验产生品牌依恋感觉的基本潜在因素。本文通过确定与其依恋创建相关的品牌时刻的内部反应来扩展文献。首先，本文描述了人类是如何产生依恋的。我们解释说，消费者不会对他们的依恋对象(如品牌)产生永久的依恋，而是在相关需求的时候构建和感受依恋的感觉。为了在需要时构建品牌依恋的感觉，消费者使用激活的思想和感觉，即检索到的与品牌相关的情景记忆、与品牌相关的情感记忆和/或关于品牌特征的语义记忆。然后，本研究重点关注消费者与品牌的个别事件，以及对这些品牌时刻的内在反应导致或支持品牌依恋的产生的问题。我们推断，品牌体验包括愉悦、感知独特性和唤醒的程度决定了它的依恋创造。因此，愉悦、感知到的独特性和兴奋是对品牌时刻产生依恋的内在反应。我们提出了两个实证研究。我们的研究旨在为营销实践提供价值，因为品牌依恋的创造与营销人员高度相关。我们建议营销人员在创建旨在加强品牌依恋的营销活动时，使用本研究中确定的三种体验反应(愉悦、感知独特性和唤醒)作为指导。目标群体体验到的愉悦感、感知独特性和兴奋感越多，品牌时刻产生的品牌依恋就越多。营销人员可能会使用我们提出的项目来评估(或预测试)一项活动唤起与依恋形成相关的反应的程度。由于快乐/不快乐和唤醒构成核心情感，它们可以代表品牌时刻引起的任何原型感觉，而无需测量这种特定的感觉(Russell and Barrett 1999)。例如，高度快乐(不快乐)和高唤醒可以形成快乐(愤怒)，而高度快乐(不快乐)和中等水平的唤醒可以形成满意(不满意)(Oliver et al. 1997)。最后，我们指出，营销人员可能会误解一些研究，例如，感官体验和智力体验会创造品牌依恋或相关结构(例如，Chen和Qasim 2021;Iglesias et al. 2019)。由于市场营销人员创造的大多数体验平均来说都是令人愉快的，因此这种体验和依恋之间的积极关系是有意义的(经验主义)。然而，本文认为并证明，品牌体验不会产生品牌依恋，因为消费者有，例如，强烈的感官体验，而是因为(并且只有当)体验包含快乐。
{"title":"What Consumer Responses Make a Brand Experience Create Brand Attachment?","authors":"Dirk-Hinnerk Fischer, Sandra Praxmarer-Carus","doi":"10.15358/0344-1369-2021-3-35","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-3-35","url":null,"abstract":"Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors determining consumers’ brand attachment has generated great interest within the marketing discipline. In the process of attachment formation, marketers consider consumers’ experiences with a brand relevant. However, the literature has not provided marketers with an integrated representation of what to consider when creating brand experiences that are supposed to create brand attachment. A consumer’s brand experience is a subjective internal response to contact with a brand-related stimulus, such as a brand’s product, service, advertisement, social media activity, store, or event. For example, test driving a brand’s car, contacting a brand’s service desk, and dancing at a brand event are brand moments that elicit subjective brand experiences. Although the literature presents several characteristics of brand experiences that may positively affect brand attachment, it does not specify the fundamental underlying factors by which a brand experience produces the feeling of brand attachment. This article extends the literature by identifying the internal responses to a brand moment that are relevant for its attachment creation. First, this paper describes how humans create attachment. We explain that consumers do not permanently feel attached to their attachment objects, such as brands, but construct and feel the feeling of attachment at times of a related need. To construct the feeling of brand attachment at a time of need, consumers use activated thoughts and feelings, that is, retrieved episodic memories related to the brand, memories of feelings related to the brand, and/or semantic memories about the brand’s characteristics. Then, this research focuses on consumers’ individual episodes with a brand and the question of what inner responses to such brand moments cause or support the creation of brand attachment. We infer that the extents to which a brand experience includes pleasure, perceived distinctiveness, and arousal determine its attachment creation. Hence, pleasure, perceived distinctiveness, and arousal are the internal responses to a brand moment that create attachment. We present two empirical studies. Our research seeks to provide value to marketing practice because the creation of brand attachment is highly relevant to marketers. We recommend that marketers use the three experience responses identified in this research (pleasure, perceived distinctiveness, and arousal) as a guide when creating marketing activities intended to strengthen brand attachment. The more pleasure, perceived distinctiveness, and arousal the target group experiences, the more the brand moment creates brand attachment. Marketers may use the items that we propose to assess (or pre-test) the extent to which an activity evokes the re","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"47 4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122650251","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 : 1900-01-01DOI: 10.15358/0344-1369-2022-1-37
Jana M. Daume, Verena Hüttl-Maack
This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on marketing-relevant situations, it first provides an overview of triggers that have been used to stimulate curiosity and illustrates the implementation of these triggers in empirical studies. Subsequently, it synthesizes the key processes that are initiated when consumers sustain in the state of being curious and when they (presumably) have resolved their curiosity. These processes are assigned to affective consequences, cognitive consequences, or a third category, which includes the outcome variables of evaluation, decision making, and behavior. This article helps researchers and practitioners alike to gain a better overview of this fragmented research area and identifies research gaps and open questions for future research. Finally, recommendations for practitioners are given of how to effectively use curiosity-triggering stimuli in their marketing communication.
{"title":"Consumers' Situational Curiosity: A Review of Research on Antecedents and Consequences of Curiosity in Marketing-Relevant Situations","authors":"Jana M. Daume, Verena Hüttl-Maack","doi":"10.15358/0344-1369-2022-1-37","DOIUrl":"https://doi.org/10.15358/0344-1369-2022-1-37","url":null,"abstract":"This review offers a framework of consumers’ situational curiosity by integrating research investigating the different stages of stimulating, experiencing, and resolving curiosity. Following this process perspective and focusing on marketing-relevant situations, it first provides an overview of triggers that have been used to stimulate curiosity and illustrates the implementation of these triggers in empirical studies. Subsequently, it synthesizes the key processes that are initiated when consumers sustain in the state of being curious and when they (presumably) have resolved their curiosity. These processes are assigned to affective consequences, cognitive consequences, or a third category, which includes the outcome variables of evaluation, decision making, and behavior. This article helps researchers and practitioners alike to gain a better overview of this fragmented research area and identifies research gaps and open questions for future research. Finally, recommendations for practitioners are given of how to effectively use curiosity-triggering stimuli in their marketing communication.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122784433","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 : 1900-01-01DOI: 10.15358/0344-1369-2021-1-2-23
G. Wagner, Sascha Steinmann, Frank Hälsig, Hanna Schramm-Klein
During the global coronavirus disease 2019 (COVID-19) pandemic, the relevance of proximity mobile payment (m-payment) applications (e. g., Apple Pay and Google Pay) has increased due to their ability to let consumers shop inside physical stores and pay for products without having to make physical contact with a store employee or touch a card-reader terminal. Despite the growing usage of mobile applications for a number of everyday tasks, in recent years, the diffusion of in-store proximity m-payment in many countries is still low, and the actual usage is sparse. To understand which factors can motivate consumers to use proximity m-payment services in retail stores, this study combines the individual disposition to adopt and use in-store m-payment technologies with system-based evaluations. By applying a conceptual model to a representative sample (N = 3,250) of grocery store shoppers, the results provide evidence of a general effect of technology readiness on consumers’ behavioural intention to use in-store m-payment.
{"title":"Reducing COVID-19 Infection Risks in Retail Stores through Mobile Payments: Investigating the Determinants of In-Store Proximity M-Payment Usage","authors":"G. Wagner, Sascha Steinmann, Frank Hälsig, Hanna Schramm-Klein","doi":"10.15358/0344-1369-2021-1-2-23","DOIUrl":"https://doi.org/10.15358/0344-1369-2021-1-2-23","url":null,"abstract":"During the global coronavirus disease 2019 (COVID-19) pandemic, the relevance of proximity mobile payment (m-payment) applications (e. g., Apple Pay and Google Pay) has increased due to their ability to let consumers shop inside physical stores and pay for products without having to make physical contact with a store employee or touch a card-reader terminal. Despite the growing usage of mobile applications for a number of everyday tasks, in recent years, the diffusion of in-store proximity m-payment in many countries is still low, and the actual usage is sparse. To understand which factors can motivate consumers to use proximity m-payment services in retail stores, this study combines the individual disposition to adopt and use in-store m-payment technologies with system-based evaluations. By applying a conceptual model to a representative sample (N = 3,250) of grocery store shoppers, the results provide evidence of a general effect of technology readiness on consumers’ behavioural intention to use in-store m-payment.","PeriodicalId":446283,"journal":{"name":"Marketing ZFP","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125342640","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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