Pub Date : 2023-08-30DOI: 10.1108/ejm-04-2022-0268
Chrysostomos Apostolidis, Jane Brown, J. Farquhar
Purpose This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user within a service ecosystem. Design/methodology/approach In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan (PDL) industry to create a qualitative, text-based data set. The transcripts and reports were then analysed following thematic protocols. Findings Analysis reveals that the stigma associated with using a stigmatised service spills over, affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed. Research limitations/implications This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors. Practical implications This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors. Originality/value This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.
{"title":"Stigma in payday borrowing: a service ecosystems approach","authors":"Chrysostomos Apostolidis, Jane Brown, J. Farquhar","doi":"10.1108/ejm-04-2022-0268","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0268","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user within a service ecosystem.\u0000\u0000\u0000Design/methodology/approach\u0000In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan (PDL) industry to create a qualitative, text-based data set. The transcripts and reports were then analysed following thematic protocols.\u0000\u0000\u0000Findings\u0000Analysis reveals that the stigma associated with using a stigmatised service spills over, affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed.\u0000\u0000\u0000Research limitations/implications\u0000This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors.\u0000\u0000\u0000Practical implications\u0000This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors.\u0000\u0000\u0000Originality/value\u0000This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48052007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-08DOI: 10.1108/ejm-12-2021-0988
P. Rodrigues, A. Brochado, Ana Sousa, A. Borges, Isabel Barbosa
Purpose This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the factors of chef image, luxury restaurant image, both images’ congruity and consumers’ hedonic and novelty experiences and happiness and well-being (i.e. study two). Design/methodology/approach The first qualitative study involved using Leximancer software to analyse the data drawn from 43 interviews with luxury restaurant clients. In the second quantitative study, 993 valid survey questionnaires were collected, and the proposed model was tested using structural equation modelling. Findings The results reveal that consumers perceive chefs as human brands and the associated narratives include both performance- and popularity-based characteristics. The findings support the conclusion that individuals give great importance to chefs’ image and the congruence between chefs and their restaurant’s image. In addition, luxury restaurant image only affects novelty experiences, and both hedonic and novelty experiences have a positive effect on customers’ happiness and well-being. Research limitations/implications This research focused on Portuguese luxury restaurants. The consumers’ happiness and well-being needs to be replaced by other outcomes to confirm if the model produces consistent results. Practical implications The results should help luxury restaurant managers understand more fully which pull factors are valued by their clients and which aspects contribute the most to their pleasure and welfare. Originality/value This study adds to the extant literature by exploring consumers’ perceptions of chefs as human brands and the role these chefs’ image play in customers’ luxury restaurant experiences and perceived happiness and well-being.
{"title":"What’s on the menu?: How celebrity chef brands create happiness","authors":"P. Rodrigues, A. Brochado, Ana Sousa, A. Borges, Isabel Barbosa","doi":"10.1108/ejm-12-2021-0988","DOIUrl":"https://doi.org/10.1108/ejm-12-2021-0988","url":null,"abstract":"\u0000Purpose\u0000This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the factors of chef image, luxury restaurant image, both images’ congruity and consumers’ hedonic and novelty experiences and happiness and well-being (i.e. study two).\u0000\u0000\u0000Design/methodology/approach\u0000The first qualitative study involved using Leximancer software to analyse the data drawn from 43 interviews with luxury restaurant clients. In the second quantitative study, 993 valid survey questionnaires were collected, and the proposed model was tested using structural equation modelling.\u0000\u0000\u0000Findings\u0000The results reveal that consumers perceive chefs as human brands and the associated narratives include both performance- and popularity-based characteristics. The findings support the conclusion that individuals give great importance to chefs’ image and the congruence between chefs and their restaurant’s image. In addition, luxury restaurant image only affects novelty experiences, and both hedonic and novelty experiences have a positive effect on customers’ happiness and well-being.\u0000\u0000\u0000Research limitations/implications\u0000This research focused on Portuguese luxury restaurants. The consumers’ happiness and well-being needs to be replaced by other outcomes to confirm if the model produces consistent results.\u0000\u0000\u0000Practical implications\u0000The results should help luxury restaurant managers understand more fully which pull factors are valued by their clients and which aspects contribute the most to their pleasure and welfare.\u0000\u0000\u0000Originality/value\u0000This study adds to the extant literature by exploring consumers’ perceptions of chefs as human brands and the role these chefs’ image play in customers’ luxury restaurant experiences and perceived happiness and well-being.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47458963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-31DOI: 10.1108/ejm-01-2022-0074
Fazlul K. Rabbanee, Rajat Roy, S. Roy, Rana Sobh
Purpose Digital self-expression, recently one of the most important research themes, is currently under-researched. In this context, this study aims to propose a parsimonious research model of self-extension tendency, its drivers and its outcomes. The model is tested in the context of social media engagement intentions (liking, sharing and commenting) with focal brands and across individualist versus collectivist cultures. Design/methodology/approach The model is tested in two individualist cultures (N = 230 and 232) and two collectivist cultures (N = 232 and 237) by conducting surveys in four countries (Australia, USA, Qatar and India). Nike and Ray-Ban are the focal brands studied, with Facebook serving as the targeted social networking site (SNS) platform. Findings Self-monitoring and self-esteem are found to drive the self-extension tendency across cultures, with stronger effects in the individualist culture than in the collectivist culture. The self-extension tendency has a relatively stronger positive influence on social media engagement intentions in the individualist culture than in the collectivist culture. This tendency is also found to mediate the link between self-monitoring, self-extension and social media engagement intentions across both cultures, albeit in different ways. In collectivist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness. The study’s findings have important theoretical and practical implications. In individualist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness. Research limitations/implications The present findings confirm that the tendency to incorporate the brand into one’s self-concept and to further extend the self is indeed contingent on one’s cultural background. The role of public self-consciousness may vary between individualist and collectivist cultures, something recommended by past research for empirical testing. Practical implications Managers can leverage this research model to entice pro-brand social media engagement by nurturing consumers’ digital selves in terms of maneuvering their self-extension tendency and its drivers, namely, self-monitoring and self-esteem. Second, promoting the self-extension tendency and its drivers varies across cultures, with this finding offering practical cultural nuances supporting marketing managers’ decisions. Originality/value This is one of the pioneering studies that tests a cross-cultural parsimonious model based on theories of self-extension, self-monitoring and self-esteem, especially within the context of brand engagement intentions on an SNS platform.
{"title":"Consumers’ digital self-extension and pro-brand social media engagement – the role of culture","authors":"Fazlul K. Rabbanee, Rajat Roy, S. Roy, Rana Sobh","doi":"10.1108/ejm-01-2022-0074","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0074","url":null,"abstract":"\u0000Purpose\u0000Digital self-expression, recently one of the most important research themes, is currently under-researched. In this context, this study aims to propose a parsimonious research model of self-extension tendency, its drivers and its outcomes. The model is tested in the context of social media engagement intentions (liking, sharing and commenting) with focal brands and across individualist versus collectivist cultures.\u0000\u0000\u0000Design/methodology/approach\u0000The model is tested in two individualist cultures (N = 230 and 232) and two collectivist cultures (N = 232 and 237) by conducting surveys in four countries (Australia, USA, Qatar and India). Nike and Ray-Ban are the focal brands studied, with Facebook serving as the targeted social networking site (SNS) platform.\u0000\u0000\u0000Findings\u0000Self-monitoring and self-esteem are found to drive the self-extension tendency across cultures, with stronger effects in the individualist culture than in the collectivist culture. The self-extension tendency has a relatively stronger positive influence on social media engagement intentions in the individualist culture than in the collectivist culture. This tendency is also found to mediate the link between self-monitoring, self-extension and social media engagement intentions across both cultures, albeit in different ways. In collectivist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness. The study’s findings have important theoretical and practical implications. In individualist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness.\u0000\u0000\u0000Research limitations/implications\u0000The present findings confirm that the tendency to incorporate the brand into one’s self-concept and to further extend the self is indeed contingent on one’s cultural background. The role of public self-consciousness may vary between individualist and collectivist cultures, something recommended by past research for empirical testing.\u0000\u0000\u0000Practical implications\u0000Managers can leverage this research model to entice pro-brand social media engagement by nurturing consumers’ digital selves in terms of maneuvering their self-extension tendency and its drivers, namely, self-monitoring and self-esteem. Second, promoting the self-extension tendency and its drivers varies across cultures, with this finding offering practical cultural nuances supporting marketing managers’ decisions.\u0000\u0000\u0000Originality/value\u0000This is one of the pioneering studies that tests a cross-cultural parsimonious model based on theories of self-extension, self-monitoring and self-esteem, especially within the context of brand engagement intentions on an SNS platform.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47717726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-31DOI: 10.1108/ejm-03-2022-0145
Tao Wang, Linhao Han, Zhilin Yang, Yufu Jia
Purpose The purpose of this study is to determine the dimensions of cultural differences, which are theoretically most relevant to contract functions in international marketing. Moreover, the contradiction between contract governance and opportunism is reconciled by exploring the boundary conditions of specific cultural differences. Design/methodology/approach The authors obtained 235 bilateral data provided by Chinese exporters and overseas distributors. The authors matched a secondary data set with the questionnaire data, which were analyzed by confirmatory factor analysis and a hierarchical moderation model. Findings The results demonstrate that while contract specificity is less successful in this area, contingency adaptability is useful in reducing opportunism. Moreover, as the national cultural differences regarding uncertainty avoidance, power distance or individualism-collectivism become more pronounced. One contractual dimension will be more effective at curbing opportunism, while the other will be less effective. Research limitations/implications Despite sample limitations, to the best of the authors’ knowledge, this paper is the first to theoretically identify the effect of cultural difference dimensions in contract governance, unlike past studies taking cultural differences as an aggregated variable. Furthermore, by exploring the boundary conditions of cultural differences, this paper effectively reconciles the conflicting findings on the relationship between contract governance and opportunism in various cultural context. Practical implications Exporters’ managers can design contingency adaptability to complement the limitations of contract specificity and consider cultural differences’ contingency effects. Originality/value First, the authors identify cultural differences dimensions related to contract governance, refining and emphasizing the research context. Second, comparing the efficacy of contract specificity and contingency adaptability in specific cultural context can show which contract is better at preventing opportunism.
{"title":"The effect of cultural differences on the relationship between contract governance and opportunism","authors":"Tao Wang, Linhao Han, Zhilin Yang, Yufu Jia","doi":"10.1108/ejm-03-2022-0145","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0145","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to determine the dimensions of cultural differences, which are theoretically most relevant to contract functions in international marketing. Moreover, the contradiction between contract governance and opportunism is reconciled by exploring the boundary conditions of specific cultural differences.\u0000\u0000\u0000Design/methodology/approach\u0000The authors obtained 235 bilateral data provided by Chinese exporters and overseas distributors. The authors matched a secondary data set with the questionnaire data, which were analyzed by confirmatory factor analysis and a hierarchical moderation model.\u0000\u0000\u0000Findings\u0000The results demonstrate that while contract specificity is less successful in this area, contingency adaptability is useful in reducing opportunism. Moreover, as the national cultural differences regarding uncertainty avoidance, power distance or individualism-collectivism become more pronounced. One contractual dimension will be more effective at curbing opportunism, while the other will be less effective.\u0000\u0000\u0000Research limitations/implications\u0000Despite sample limitations, to the best of the authors’ knowledge, this paper is the first to theoretically identify the effect of cultural difference dimensions in contract governance, unlike past studies taking cultural differences as an aggregated variable. Furthermore, by exploring the boundary conditions of cultural differences, this paper effectively reconciles the conflicting findings on the relationship between contract governance and opportunism in various cultural context.\u0000\u0000\u0000Practical implications\u0000Exporters’ managers can design contingency adaptability to complement the limitations of contract specificity and consider cultural differences’ contingency effects.\u0000\u0000\u0000Originality/value\u0000First, the authors identify cultural differences dimensions related to contract governance, refining and emphasizing the research context. Second, comparing the efficacy of contract specificity and contingency adaptability in specific cultural context can show which contract is better at preventing opportunism.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46471260","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-18DOI: 10.1108/ejm-03-2022-0185
Ka Wing Chan, F. Septianto, Junbum Kwon, Revathi Sridhar Kamal
Purpose This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context. Design/methodology/approach By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color. Findings Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses. Research limitations/implications There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers. Practical implications Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers. Originality/value The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.
{"title":"Color effects on AI influencers’ product recommendations","authors":"Ka Wing Chan, F. Septianto, Junbum Kwon, Revathi Sridhar Kamal","doi":"10.1108/ejm-03-2022-0185","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0185","url":null,"abstract":"\u0000Purpose\u0000This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.\u0000\u0000\u0000Design/methodology/approach\u0000By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.\u0000\u0000\u0000Findings\u0000Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.\u0000\u0000\u0000Research limitations/implications\u0000There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.\u0000\u0000\u0000Practical implications\u0000Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.\u0000\u0000\u0000Originality/value\u0000The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44661683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-17DOI: 10.1108/ejm-07-2021-0529
J. Quest
Purpose This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new insights are offered into the tangible attributes’ contribution to brand meaning. Design/methodology/approach A phenomenological approach was adopted, and meanings were gathered from lived experiences with consumers of local food brands. Quasi-ethnographic methods were used, including accompanied shopping trips to food fairs and local farm shops, kitchen visits and in-depth interviews in and around the county of Dorset in the south-west of England. Findings The findings demonstrate that tangible attributes have sensorial and functional brand meanings and are mentally processed. Both hierarchical and flatter patterned approaches are present when connecting attributes and associations. The hierarchical approach reflects both short and long laddering approaches; the flatter alternative offers an interwoven, patterned presentation. Research limitations/implications This is a small in-depth study of local food brands, and the findings cannot be generalised across other brand categories. Practical implications Local food brand practitioners can promote relevant sensorial (e.g. taste) and functional (e.g. animal welfare) attributes. These can be woven into appropriate intangible associations, creating producer stories to be communicated through their websites and social media campaigns. Originality/value A revised brand meaning theoretical framework updates previous approaches and develops brand meaning theory. The study demonstrates that tangible attributes have meaning and hierarchical connections across tangible attributes, and intangible associations should not always be assumed. An additional patterned approach is present that weaves attributes and associations in a holistic, non-hierarchical way.
{"title":"Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands","authors":"J. Quest","doi":"10.1108/ejm-07-2021-0529","DOIUrl":"https://doi.org/10.1108/ejm-07-2021-0529","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new insights are offered into the tangible attributes’ contribution to brand meaning.\u0000\u0000\u0000Design/methodology/approach\u0000A phenomenological approach was adopted, and meanings were gathered from lived experiences with consumers of local food brands. Quasi-ethnographic methods were used, including accompanied shopping trips to food fairs and local farm shops, kitchen visits and in-depth interviews in and around the county of Dorset in the south-west of England.\u0000\u0000\u0000Findings\u0000The findings demonstrate that tangible attributes have sensorial and functional brand meanings and are mentally processed. Both hierarchical and flatter patterned approaches are present when connecting attributes and associations. The hierarchical approach reflects both short and long laddering approaches; the flatter alternative offers an interwoven, patterned presentation.\u0000\u0000\u0000Research limitations/implications\u0000This is a small in-depth study of local food brands, and the findings cannot be generalised across other brand categories.\u0000\u0000\u0000Practical implications\u0000Local food brand practitioners can promote relevant sensorial (e.g. taste) and functional (e.g. animal welfare) attributes. These can be woven into appropriate intangible associations, creating producer stories to be communicated through their websites and social media campaigns.\u0000\u0000\u0000Originality/value\u0000A revised brand meaning theoretical framework updates previous approaches and develops brand meaning theory. The study demonstrates that tangible attributes have meaning and hierarchical connections across tangible attributes, and intangible associations should not always be assumed. An additional patterned approach is present that weaves attributes and associations in a holistic, non-hierarchical way.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46762158","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-13DOI: 10.1108/ejm-06-2021-0402
B. Sung, Stephen T. La Macchia, Michelle Stankovic
Purpose This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand attitudes. Design/methodology/approach The paper presents three experiments that examine the effect of other-agency emotions (vs self-agency emotions) on brand trust and brand attitudes by both Australian and USA consumers. Studies 1 and 2 compared the effect of self- and other-agency emotions evoked through an irrelevant reflective task. Study 3 used real-world marketing communication to evoke self- or other-pride. Findings Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing communications that evoked other-pride (Study 3) and showed how these findings can be applied in a marketing context. Research limitations/implications There are contradictory findings in the literature on how positive emotions influence brand trust and attitudes. The findings show that other-agency appraisal is a crucial appraisal within a marketing context and reveals why not all positively valenced emotions increase brand trust and brand attitudes. The findings highlight the importance of examining the effects of emotions on brand trust and attitudes beyond the consideration of their valence. Practical implications The research provides significant implications for marketers to improve brand trust and brand attitudes through the elicitation of other-agency emotions. The findings also demonstrate that different components of emotions, such as appraisal structure, may influence consumer trust and attitudes towards marketing and branding communications. Originality/value To the best of the authors’ knowledge, this research is the first to empirically demonstrate how other-agency appraisals of emotions can influence consumer brand trust and attitudes in a marketing context.
{"title":"Agency appraisal of emotions and brand trust","authors":"B. Sung, Stephen T. La Macchia, Michelle Stankovic","doi":"10.1108/ejm-06-2021-0402","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0402","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand attitudes.\u0000\u0000\u0000Design/methodology/approach\u0000The paper presents three experiments that examine the effect of other-agency emotions (vs self-agency emotions) on brand trust and brand attitudes by both Australian and USA consumers. Studies 1 and 2 compared the effect of self- and other-agency emotions evoked through an irrelevant reflective task. Study 3 used real-world marketing communication to evoke self- or other-pride.\u0000\u0000\u0000Findings\u0000Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing communications that evoked other-pride (Study 3) and showed how these findings can be applied in a marketing context.\u0000\u0000\u0000Research limitations/implications\u0000There are contradictory findings in the literature on how positive emotions influence brand trust and attitudes. The findings show that other-agency appraisal is a crucial appraisal within a marketing context and reveals why not all positively valenced emotions increase brand trust and brand attitudes. The findings highlight the importance of examining the effects of emotions on brand trust and attitudes beyond the consideration of their valence.\u0000\u0000\u0000Practical implications\u0000The research provides significant implications for marketers to improve brand trust and brand attitudes through the elicitation of other-agency emotions. The findings also demonstrate that different components of emotions, such as appraisal structure, may influence consumer trust and attitudes towards marketing and branding communications.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to empirically demonstrate how other-agency appraisals of emotions can influence consumer brand trust and attitudes in a marketing context.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41871267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-12DOI: 10.1108/ejm-08-2021-0602
Laura Reynolds, H. Doering, Nicole Koenig‐Lewis, K. Peattie
Purpose Drawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand. Design/methodology/approach This paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations. Findings The findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement. Research limitations/implications This paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement. Practical implications Positioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment. Originality/value Rallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.
{"title":"Engagement and estrangement: a “tale of two cities” for Bristol’s green branding","authors":"Laura Reynolds, H. Doering, Nicole Koenig‐Lewis, K. Peattie","doi":"10.1108/ejm-08-2021-0602","DOIUrl":"https://doi.org/10.1108/ejm-08-2021-0602","url":null,"abstract":"\u0000Purpose\u0000Drawing on the service-dominant logic and taking a multi-stakeholder brand value co-creation perspective, this paper aims to investigate whether positioning a place brand around sustainability helps or hinders stakeholders’ ability to co-create value for themselves and the brand.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is based on a case study of Bristol’s city branding following its award of European Green Capital, drawing on 29 in-depth interviews with key informants from multiple stakeholder groups. These interviews are supported by secondary material and field observations.\u0000\u0000\u0000Findings\u0000The findings evidence a “tale of two cities”. When sustainability is used as a positioning device, tensions are identified across three elements of brand co-creation: brand meanings; extraordinary versus mundane brand performances; and empowerment and disempowerment in branding governance. These tensions create stakeholder experiences of both engagement and estrangement.\u0000\u0000\u0000Research limitations/implications\u0000This paper is based on one case study and evaluates face-to-face stakeholder interactions. Future research could access further stakeholders, across multiple cities and also examine their digital engagement.\u0000\u0000\u0000Practical implications\u0000Positioning a brand as sustainable (i.e. green) requires strong commitment to other ethical principles in practice. Brand practitioners and marketers may benefit from advancing stakeholders’ everyday brand performances to reduce disillusionment.\u0000\u0000\u0000Originality/value\u0000Rallying around virtuous associations, i.e. sustainability, does not in itself facilitate the generation of value for stakeholders and the brand, but instead can illuminate power imbalances and tensions in stakeholder interactions that result in a co-destruction of value.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"17 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62170807","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-11DOI: 10.1108/ejm-08-2021-0583
M. Golf-Papez, Barbara Culiberg
Purpose This paper aims to examine the types of user misbehaviours in the sharing economy (SE) context. SE offers a fruitful study setting due to the scope of potential misbehaviour and the expanded role of consumers. Design/methodology/approach The study drew on online archival data from the AirbnbHell.com website, where people share their stories about their Airbnb-related negative experiences. The authors reviewed 405 hosts’, guests’ and neighbours’ stories and coded the identified forms of misbehaviours into categories. The typology thus developed was validated in the context of the Uber Rides service. Findings User misbehaviours in the SE context can be distinguished based on the domain in which the user role is violated and the nature of violated norms. These two conceptual distinctions delineate a four-fold typology of user misbehaviours: illegal, unprofessional, unbefitting and uncivil behaviours. Research limitations/implications The trustworthiness of the stories could not be assessed. Practical implications The presented typology can be used as a mapping tool that facilitates detection of the full scope of misbehaviours and as a managerial tool that provides ideas for effective management of misbehaviours that correspond to each category. Originality/value The paper presents the first empirically derived comprehensive typology of user misbehaviours in SE settings. This typology enables classification of a broad set of misbehaviours, including previously overlooked unprofessional behaviours carried out by peer-service providers. The study also puts forward a revised definition of consumer misbehaviours that encompasses the impact of misbehaviours on parties not directly involved in the SE-mediated exchange.
{"title":"A typology of user misbehaviours in the sharing economy context","authors":"M. Golf-Papez, Barbara Culiberg","doi":"10.1108/ejm-08-2021-0583","DOIUrl":"https://doi.org/10.1108/ejm-08-2021-0583","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the types of user misbehaviours in the sharing economy (SE) context. SE offers a fruitful study setting due to the scope of potential misbehaviour and the expanded role of consumers.\u0000\u0000\u0000Design/methodology/approach\u0000The study drew on online archival data from the AirbnbHell.com website, where people share their stories about their Airbnb-related negative experiences. The authors reviewed 405 hosts’, guests’ and neighbours’ stories and coded the identified forms of misbehaviours into categories. The typology thus developed was validated in the context of the Uber Rides service.\u0000\u0000\u0000Findings\u0000User misbehaviours in the SE context can be distinguished based on the domain in which the user role is violated and the nature of violated norms. These two conceptual distinctions delineate a four-fold typology of user misbehaviours: illegal, unprofessional, unbefitting and uncivil behaviours.\u0000\u0000\u0000Research limitations/implications\u0000The trustworthiness of the stories could not be assessed.\u0000\u0000\u0000Practical implications\u0000The presented typology can be used as a mapping tool that facilitates detection of the full scope of misbehaviours and as a managerial tool that provides ideas for effective management of misbehaviours that correspond to each category.\u0000\u0000\u0000Originality/value\u0000The paper presents the first empirically derived comprehensive typology of user misbehaviours in SE settings. This typology enables classification of a broad set of misbehaviours, including previously overlooked unprofessional behaviours carried out by peer-service providers. The study also puts forward a revised definition of consumer misbehaviours that encompasses the impact of misbehaviours on parties not directly involved in the SE-mediated exchange.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42656545","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-11DOI: 10.1108/ejm-09-2021-0729
Tunyaporn Vichiengior, Claire-Lise Ackermann, A. Palmer
Purpose The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to the knowledge and theory building about anticipation that occurs in this liminal phase by investigating the cognitive, emotional and behavioural processes that interact to influence post-consumption evaluations. Design/methodology/approach An abductive research approach used a phase-based research design using semi-structured interviews. The authors identify interactions between cognitive, emotional and behavioural processes that occur during anticipation and associate these with post-consumption outcomes. Findings Anticipation of a consumption experience, enacted through thoughts, emotions and actions, and undertaken with peers, is an experience per se, independent from and interdependent with the substantive experience, and contributes to performance of the substantive experience. The authors propose a framework in which anticipation – as a performative phenomenon – influences the overall evaluations of the substantive consumption experience in contexts of delayed consumption. The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal, and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful. Research limitations/implications The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful. Practical implications The authors discuss the trade-off service providers face between encouraging anticipation, which raises expectations that might not be met, and facilitating anticipatory preparations, which may reduce the risk of service failure. Originality/value The authors provide a new lens by conceptualising anticipation as a performative process and identifying mechanisms by which anticipation is embedded in total consumption experience. This study has important generalisable implications for contexts where mechanisms of performative anticipation may be a means for ameliorating uncertainty about future c
{"title":"Consumer anticipation as a performative experience","authors":"Tunyaporn Vichiengior, Claire-Lise Ackermann, A. Palmer","doi":"10.1108/ejm-09-2021-0729","DOIUrl":"https://doi.org/10.1108/ejm-09-2021-0729","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to explore consumer anticipation processes that occur after commitment to a purchase has been made, but before consumption occurs. The authors add to the knowledge and theory building about anticipation that occurs in this liminal phase by investigating the cognitive, emotional and behavioural processes that interact to influence post-consumption evaluations.\u0000\u0000\u0000Design/methodology/approach\u0000An abductive research approach used a phase-based research design using semi-structured interviews. The authors identify interactions between cognitive, emotional and behavioural processes that occur during anticipation and associate these with post-consumption outcomes.\u0000\u0000\u0000Findings\u0000Anticipation of a consumption experience, enacted through thoughts, emotions and actions, and undertaken with peers, is an experience per se, independent from and interdependent with the substantive experience, and contributes to performance of the substantive experience. The authors propose a framework in which anticipation – as a performative phenomenon – influences the overall evaluations of the substantive consumption experience in contexts of delayed consumption. The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal, and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.\u0000\u0000\u0000Research limitations/implications\u0000The theoretical grounding of performativity makes a useful contribution through its linkage of thought processes to outcomes. The authors further locate their findings within the literature on attribution theory. By engaging in anticipation, informants perceived the locus of causality to be internal and expressed pride in having anticipated if the subsequent experience was successful. By anticipating, informants perceived an ability to exert control over future events and felt ashamed of not having adequately anticipated if an experience was subsequently unsuccessful.\u0000\u0000\u0000Practical implications\u0000The authors discuss the trade-off service providers face between encouraging anticipation, which raises expectations that might not be met, and facilitating anticipatory preparations, which may reduce the risk of service failure.\u0000\u0000\u0000Originality/value\u0000The authors provide a new lens by conceptualising anticipation as a performative process and identifying mechanisms by which anticipation is embedded in total consumption experience. This study has important generalisable implications for contexts where mechanisms of performative anticipation may be a means for ameliorating uncertainty about future c","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49564656","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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