Journal of Brand Management最新文献

Because trademarks are among a company’s most valuable assets, disputes arise as to whether a particular word or term is a registered trademark, is capable of becoming a registered trademark, or is simply a generic term, one that anyone can use. The present research explored the possible effect of incidental priming when measuring trademark genericism using a popular survey approach. Four case studies were examined, and two online experiments were conducted to investigate the extent to which placeholder terms immediately preceding a target term can prime or influence categorization of that target term as a brand name or common name. The results of the case studies and experiments revealed that priming can have a significant but nuanced influence on perceptions of terms as brand names or common names.

This study aims to investigate the effect of brand cynicism on negative WOM and analyse the mediating role of brand hate in this relationship. The study focuses on brand cynicism, which refers to a defensive attitude towards brands' efforts to convince consumers, who have lost their trust in the brand and think that they have been deceived or sacrificed for the brand's interests. An online survey is conducted to collect data. Results of the study show that brand cynicism has a significant effect on brand hate, and brand hate has a significant effect on the negative WOM variable. Our results also demonstrate that brand hate has a full mediating role in the relationship between brand cynicism and negative WOM, which means, brand cynicism affects negative WOM indirectly through brand hate. The paper can be regarded as a significant contribution to brand cynicism literature which is fairly new and an unexplored area.

The purpose of this study is to examine the processes of brand identity redefinition and the adaptation of internal brand communications in the banking context during the COVID-19 crisis. Specifically, the study focuses on Banco Sabadell, a major Spanish bank, from the perspectives of both bank managers and employees. The study employs an empirical approach, utilizing in-depth interviews with nine managers, from different areas, with responsibilities for brand management and internal brand dissemination, internal and external documents related to the bank’s brand identity and the results of an annually administered questionnaire answered by bank employees 2019 through 2022. The information collected offers insights into how the bank managed its corporate brand identity redefinition and internal brand communications and facilitates an assessment of how existing academic models may be applied to crises and identifies the most critical elements. The experiences described in this study may serve as a guide for other companies looking to adapt their brand strategies to a crisis context.

Brand managers have to allocate limited resources between developing new brand extensions and supporting parent brands. We contribute by demonstrating how social media engagement can be optimised by creating a fit between social media language and extensions versus parent brands. This is important given that literature suggests that (a) extensions and parent brands should use the same social media strategy and (b) establishing fit between extensions and parent brands should be the focus of brand managers. This study contributes by analysing over 40,000 tweets made by 26 Google-branded twitter accounts (i.e. @google, @gmail). Results show for brand extension (vs. parent brand) and use of locomotion (vs. assessment) language produce regulatory fit and increase engagement. A 10% increase in locomotive language increased favouriting by 19% and retweeting by 11%. Alternatively, for parent brands, a 10% increase in assessment language increased favouriting by 9% and retweeting by 4%.

This paper investigates the influence of community characteristics (community leaders’ enthusiasm and community members’ offline activities) on destination brand equity (destination brand image and destination brand awareness) by considering value co-creation in virtual tourism communities. By obtaining 344 usable questionnaires, it was possible to perform structural equation modeling to test hypotheses. This study finds that virtual tourism community leaders’ enthusiasm and community members’ offline activities have positive influences on community members’ value co-creation behavior, which consequently impacts destination brand image and destination brand awareness. Furthermore, community members’ value co-creation behavior partially mediates the influence of community leaders’ enthusiasm on destination brand image and destination brand awareness. This study contributes by offering new evidence for destination brand equity antecedents, enriching virtual tourism community literature, and guiding community leaders in fostering positive member behavior, while providing valuable insights for local brand managers and destination management organizations in tourism planning and policy formulation.

Building brand coolness is widely used as a means of brand innovation and differentiation strategy, but its potential benefits have not been explored yet. In this paper, a multilevel mediation model with moderating effects was hypothesized. Integrating social exchange and customer inspiration theories, we examine how brand coolness influences customers co-creation willingness via inspiration. We also investigate the role of different interaction types in this process. This lead to a questionnaire that was distributed to a total of 400 customers within 10 branded sports chain stores. Our findings show that brand coolness positively impacts customers willingness to co-create through customer inspiration. Moreover, interaction exhibits different effects at various stages: increased customer-to-customer interaction weakens the impact of brand coolness on inspiration, whereas heightened brand-customer interaction fortifies indirect brand coolness effects that are contingent upon customer interactions. These findings deepen the exploration of brand coolness strategic value, provide positive confirmation of the applicability of social exchange theory within brand management, and enrich the mechanisms involved in formation and functioning of customer inspiration. Moreover, it provides brand managers with a feasible way to enhance customers willingness to co-create and a new perspective on managing customer relationships.

Customers, constantly in search of hedonic wellbeing, are increasingly interacting with brands on digital platforms. While doing so, negative digital experiences often reduce their hedonic wellbeing. However, the reasons and remedies for unintended consequences of negative experiences are not clear. We conducted three experiments to uncover how and when the impact of negative digital experiences on hedonic wellbeing could be mitigated. Our findings suggest that digital brand attachment is the underlying mechanism for the influence of negative digital customer experience on customers’ hedonic wellbeing. Both adaptive coping ability and online brand community support alleviate the undesirable influence of negative digital customer experience on hedonic wellbeing through digital brand attachment. However, adaptive coping and online brand community support have no effect on the direct relationship between negative digital experience and hedonic wellbeing, a counterintuitive finding. Our findings offer theoretical insights into how negative digital customer experience affects hedonic wellbeing, and by uncovering the underlying psychological mechanism; this research also demonstrates the boundary conditions for the relationship between negative digital experience and hedonic wellbeing. We offer remedies for firms to increase brand community support and design different redressal strategies for customers with distinct levels of adaptive coping.

This study examines the effect of celebrity attributes on customer–brand relationships from a dark side in live streaming commerce by extending a Stimulus-Organism-Response theory. An online self-administered questionnaire was conducted to collect the data with 317 valid replies and analyse it using a multi-analytical hybrid structural equation modelling–artificial neural network approach. The results reveal that, in addition to a positive correlation from brand betrayal to brand hate, a negative reputation can drive both brand betrayal and brand hate, while advertisement inauthenticity and expertise scarcity induce brand betrayal only. In turn, brand hate can generate all the negative outcomes, while brand betrayal cannot lead to brand revenge and retaliation. The study implications enrich the extant literature on customer–brand relationships and live streaming commerce, reveal the stimuli in celebrity attributes and responses in brand outcomes and highlight the effect of brand betrayal and brand hate that bridge stimuli and responses. The practical implications suggest practitioners focus on a high congruence between celebrities and brands when adopting endorsements, building a continual consumer–brand relationship and proper remedy. The originality of this research is the higher-order construct of brand hate and integrated brand outcomes.

The purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers’ perceived value (functional, social and emotional) for luxury. Data were collected through an online panel. Luxury product categories including bags, wines, shoes and jewellery were selected as research stimuli. Structural equation modelling was used to test the hypotheses. Results showed that perceived natural rarity was a positive and significant predictor for all three types of consumers’ perceived value and across all four product categories. Perceived virtual rarity was a positive and significant predictor only for perceived functional value. Perceived exclusivity did not show any significant effects on value across all categories. This study is the first to provide theoretical support that exclusivity and rarity may have different functions in luxury marketing implementations. It provides updated empirical evidence showing traditional marketing tactic, such as natural rarity, still receive positive social and emotional evaluations among contemporary consumers.

Consumers consider the wastefulness of brands and are predisposed to exhibit aversion to those perceived as wasteful. However, there is a lack of consensus on how consumers associate wastefulness with brands and how this impacts downstream consumer brand responses. Integrating conceptualisations in the literature with original consumers’ insights, we conceptualise consumer perceived brand wastefulness (CPBW) as a multidimensional construct comprising perceptions of (1) unnecessary consumption, (2) inefficient utilisation, and (3) tangible waste. A multi-phase scale development process validated a CPBW scale measuring each dimension. The scale distinguished between consumer perceptions of more vs less wasteful brands and demonstrated CPBW as conceptually distinct from perceptions of brands’ environmental friendliness and corporate social responsibility (CSR). CPBW was related to unfavourable consumer brand responses, including a reduced purchase likelihood, lower willingness to pay a price premium, negative self-conscious emotions, and lower perceptions of brand quality and credibility. We discuss the theoretical and managerial implications and directions for future research.