Pub Date : 2024-01-20DOI: 10.1057/s41262-023-00348-3
Luke Butcher, Billy Sung
Applications of 360 videos for brand storytelling and customer engagement are growing due to their immersive nature and novel sensory experiences, particularly when discovered through social media. These innovative digital media facilitate compelling experiences impacted by a user’s interaction with the medium and device, subsequently shaping how 360 videos achieve brand engagement. However, existing branding research ignores the user’s subjective experience of the device, does not consider how they assess the 360 brand video’s creativity, and typically examines brand outcomes that are not focal to brand managers for such a communication tool. To address these gaps, mediation analysis is undertaken for two distinct 360 brand videos experienced through a PC, Tablet, or VR device, incorporating psycho-physiological affective measures (arousal and pleasure). Findings highlight to brand managers the necessity to empirically assess the subjective experience a user has with the device and its influence on presence within the 360 video. We substantiate for the first time the mediating influence of the perceived creativity of a 360 brand video, and establish brand engagement outcomes relevant to how users respond to 360 videos.
{"title":"User experiences with 360 brand videos: device experiences, presence, and creativity driving brand engagement","authors":"Luke Butcher, Billy Sung","doi":"10.1057/s41262-023-00348-3","DOIUrl":"https://doi.org/10.1057/s41262-023-00348-3","url":null,"abstract":"<p>Applications of 360 videos for brand storytelling and customer engagement are growing due to their immersive nature and novel sensory experiences, particularly when discovered through social media. These innovative digital media facilitate compelling experiences impacted by a user’s interaction with the medium and device, subsequently shaping how 360 videos achieve brand engagement. However, existing branding research ignores the user’s subjective experience of the device, does not consider how they assess the 360 brand video’s creativity, and typically examines brand outcomes that are not focal to brand managers for such a communication tool. To address these gaps, mediation analysis is undertaken for two distinct 360 brand videos experienced through a PC, Tablet, or VR device, incorporating psycho-physiological affective measures (arousal and pleasure). Findings highlight to brand managers the necessity to empirically assess the subjective experience a user has with the device and its influence on presence within the 360 video. We substantiate for the first time the mediating influence of the perceived creativity of a 360 brand video, and establish brand engagement outcomes relevant to how users respond to 360 videos.</p>","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"6 1","pages":""},"PeriodicalIF":4.1,"publicationDate":"2024-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515980","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 : 2023-12-24DOI: 10.1057/s41262-023-00346-5
P. Rodrigues, M. Junaid, A. Sousa, A. P. Borges
This study focuses on examining the role of celebrities as human brands and their endorsements by integrating the Self-Expansion theory. We propose a pioneering model that explores how brand addiction mediates the connections between brand love, brand loyalty, and compulsive buying, while considering the influence of self-expansion (self-esteem, self-congruence, and self-brand identification). Using structural equation modelling, we applied maximum likelihood estimation to analyse data collected from an online survey of 902 consumers. The results validate that brand addiction mediates the relationship between brand love, brand loyalty, and compulsive buying in the context of human brands. Moreover, we found that self-congruence and self-brand identification positively impact brand love by facilitating self-expansion. Additionally, our findings demonstrate that brand love and brand loyalty significantly contribute to the development of brand addiction. By integrating the Self-Expansion theory, this research highlights the importance of self-expansion in driving brand love, while emphasising the influence of brand addiction in compulsive buying. The research included the findings’ theoretical and managerial implications for human brand.
{"title":"Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands","authors":"P. Rodrigues, M. Junaid, A. Sousa, A. P. Borges","doi":"10.1057/s41262-023-00346-5","DOIUrl":"https://doi.org/10.1057/s41262-023-00346-5","url":null,"abstract":"<p>This study focuses on examining the role of celebrities as human brands and their endorsements by integrating the Self-Expansion theory. We propose a pioneering model that explores how brand addiction mediates the connections between brand love, brand loyalty, and compulsive buying, while considering the influence of self-expansion (self-esteem, self-congruence, and self-brand identification). Using structural equation modelling, we applied maximum likelihood estimation to analyse data collected from an online survey of 902 consumers. The results validate that brand addiction mediates the relationship between brand love, brand loyalty, and compulsive buying in the context of human brands. Moreover, we found that self-congruence and self-brand identification positively impact brand love by facilitating self-expansion. Additionally, our findings demonstrate that brand love and brand loyalty significantly contribute to the development of brand addiction. By integrating the Self-Expansion theory, this research highlights the importance of self-expansion in driving brand love, while emphasising the influence of brand addiction in compulsive buying. The research included the findings’ theoretical and managerial implications for human brand.</p>","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"16 1","pages":""},"PeriodicalIF":4.1,"publicationDate":"2023-12-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139028115","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 : 2023-12-21DOI: 10.1057/s41262-023-00347-4
Federico Mangiò, Giuseppe Pedeliento, Daniela Andreini, Lia Zarantonello
{"title":"How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook","authors":"Federico Mangiò, Giuseppe Pedeliento, Daniela Andreini, Lia Zarantonello","doi":"10.1057/s41262-023-00347-4","DOIUrl":"https://doi.org/10.1057/s41262-023-00347-4","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"48 8","pages":""},"PeriodicalIF":4.1,"publicationDate":"2023-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138950028","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 : 2023-11-08DOI: 10.1057/s41262-023-00344-7
Monika Hajdas, Ryszard Kłeczek
{"title":"Victims: the missing piece in stakeholder-focused brand management puzzles","authors":"Monika Hajdas, Ryszard Kłeczek","doi":"10.1057/s41262-023-00344-7","DOIUrl":"https://doi.org/10.1057/s41262-023-00344-7","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"5 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135391528","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 : 2023-10-26DOI: 10.1057/s41262-023-00341-w
Anna Karina Kjeldsen, Line Schmeltz
{"title":"The challenges of balancing ethics and competence for purpose-driven brands: an exploratory case study on social impact company Too Good To Go","authors":"Anna Karina Kjeldsen, Line Schmeltz","doi":"10.1057/s41262-023-00341-w","DOIUrl":"https://doi.org/10.1057/s41262-023-00341-w","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134907555","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 : 2023-10-19DOI: 10.1057/s41262-023-00345-6
Cleopatra Veloutsou
{"title":"Correction to: Enlightening the brand building–audience response link","authors":"Cleopatra Veloutsou","doi":"10.1057/s41262-023-00345-6","DOIUrl":"https://doi.org/10.1057/s41262-023-00345-6","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"187 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135730912","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 : 2023-10-14DOI: 10.1057/s41262-023-00342-9
Clarinda Rodrigues, Amélia Brandão, Soniya Billore, Tetsuhisa Oda
Abstract This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
{"title":"The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective","authors":"Clarinda Rodrigues, Amélia Brandão, Soniya Billore, Tetsuhisa Oda","doi":"10.1057/s41262-023-00342-9","DOIUrl":"https://doi.org/10.1057/s41262-023-00342-9","url":null,"abstract":"Abstract This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135766586","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 : 2023-10-07DOI: 10.1057/s41262-023-00343-8
Karolina Kaczorowska, Jodie Conduit, Steven Goodman
Abstract Charities engage customers with their cause to encourage charity support behaviours (CSB) and often use storytelling to create that impact. We argue that mechanisms underpinning this process manifest in the story recipients’ engagement with a sequence of focal objects—from the story (i.e. through narrative transportation) to the cause it concerns (i.e. customer engagement), to the charity that supports the cause (i.e. CSB). An online survey ( n = 585) required participants to alternatively read a story of a person experiencing homelessness or a general text about homelessness. Results show that narrative transportation leads to CSB through different cognitive, affective, and conative customer engagement paths. Using both narrative and non-narrative text, managers can appeal to specific dimensions of customer engagement to elicit high and low involvement CSB.
{"title":"Engaging through storytelling: the interplay of engagement with a story, cause, and charity","authors":"Karolina Kaczorowska, Jodie Conduit, Steven Goodman","doi":"10.1057/s41262-023-00343-8","DOIUrl":"https://doi.org/10.1057/s41262-023-00343-8","url":null,"abstract":"Abstract Charities engage customers with their cause to encourage charity support behaviours (CSB) and often use storytelling to create that impact. We argue that mechanisms underpinning this process manifest in the story recipients’ engagement with a sequence of focal objects—from the story (i.e. through narrative transportation) to the cause it concerns (i.e. customer engagement), to the charity that supports the cause (i.e. CSB). An online survey ( n = 585) required participants to alternatively read a story of a person experiencing homelessness or a general text about homelessness. Results show that narrative transportation leads to CSB through different cognitive, affective, and conative customer engagement paths. Using both narrative and non-narrative text, managers can appeal to specific dimensions of customer engagement to elicit high and low involvement CSB.","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"18 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135252235","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 : 2023-08-22DOI: 10.1057/s41262-023-00339-4
Aya Aboelenien, C. M. Nguyen
{"title":"From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics","authors":"Aya Aboelenien, C. M. Nguyen","doi":"10.1057/s41262-023-00339-4","DOIUrl":"https://doi.org/10.1057/s41262-023-00339-4","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":" ","pages":""},"PeriodicalIF":4.1,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44205689","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 : 2023-08-17DOI: 10.1057/s41262-023-00340-x
Abdul Rohmanue, Erik S. Jacobi
{"title":"The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’","authors":"Abdul Rohmanue, Erik S. Jacobi","doi":"10.1057/s41262-023-00340-x","DOIUrl":"https://doi.org/10.1057/s41262-023-00340-x","url":null,"abstract":"","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":" ","pages":""},"PeriodicalIF":4.1,"publicationDate":"2023-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49316855","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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