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Consumer Behavior in Brand Consumption and Identification

Works Count: 65413

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Description

This cluster of papers explores various aspects of consumer behavior in relation to brand consumption, including brand trust, brand community, consumer culture theory, brand attachment, luxury brands, materialism, sponsorship effects, and ethnocentrism. It delves into the factors influencing consumer perceptions, attitudes, and behaviors towards brands, with a particular focus on the emotional and psychological connections individuals form with brands.

Keywords

Brand Trust; Consumer Behavior; Brand Equity; Brand Community; Consumer Culture Theory; Brand Attachment; Luxury Brands; Materialism; Sponsorship Effects; Ethnocentrism

Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

2000-06-01

Wolfgang Grassl

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Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

1989-12-01

Grant McCracken

Journal Article Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Get access Grant McCracken Grant McCracken Search for other works by this author on: Oxford Academic PubMed … Journal Article Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Get access Grant McCracken Grant McCracken Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 16, Issue 3, December 1989, Pages 310–321, https://doi.org/10.1086/209217 Published: 01 December 1989 Article history Received: 01 November 1988 Revision received: 01 April 1989 Published: 01 December 1989

The Role of Emotions in Marketing

1999-04-01

Richard P. Bagozzi , Mahesh Gopinath , Prashanth U. Nyer

The Persuasion Knowledge Model: How People Cope with Persuasion Attempts

1994-06-01

Marian Friestad , Peter Wright

Abstract In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a … Abstract In theories and studies of persuasion, people's personal knowledge about persuasion agents' goals and tactics, and about how to skillfully cope with these, has been ignored. We present a model of how people develop and use persuasion knowledge to cope with persuasion attempts. We discuss what the model implies about how consumers use marketers' advertising and selling attempts to refine their product attitudes and attitudes toward the marketers themselves. We also explain how this model relates to prior research on consumer behavior and persuasion and what it suggests about the future conduct of consumer research.

Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies

2003-04-01

CB Bhattacharya , Sankar Sen

In this article, the authors try to determine why and under what conditions consumers enter into strong, committed, and meaningful relationships with certain companies, becoming champions of these companies and … In this article, the authors try to determine why and under what conditions consumers enter into strong, committed, and meaningful relationships with certain companies, becoming champions of these companies and their products. Drawing on theories of social identity and organizational identification, the authors propose that strong consumer–company relationships often result from consumers’ identification with those companies, which helps them satisfy one or more important self-definitional needs. The authors elaborate on the nature of consumer–company identification, including the company identity, and articulate a consumer-level conceptual framework that offers propositions regarding the key determinants and consequences of such identification in the marketplace.

Measuring Brand Equity Across Products and Markets

1996-04-01

David A. Aaker

This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, … This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools.

Hedonic shopping motivations

2003-01-01

Mark J. Arnold , Kristy E. Reynolds

Consumer Evaluations of Brand Extensions

1990-01-01

David A. Aaker , Kevin Lane Keller

Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one … Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward the extension was higher when (1) there was both a perception of "fit" between the two product classes along one of three dimensions and a perception of high quality for the original brand or (2) the extension was not regarded as too easy to make. A second study examined the effectiveness of different positioning strategies for extensions. The experimental findings show that potentially negative associations can be neutralized more effectively by elaborating on the attributes of the brand extension than by reminding consumers of the positive associations with the original brand.

The Social Influence of Brand Community: Evidence from European Car Clubs

2005-06-16

René Algesheimer , Utpal M. Dholakia , Andreas Herrmann

The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how identification with … The authors develop and estimate a conceptual model of how different aspects of customers’ relationships with the brand community influence their intentions and behaviors. The authors describe how identification with the brand community leads to positive consequences, such as greater community engagement, and negative consequences, such as normative community pressure and (ultimately) reactance. They examine the moderating effects of customers’ brand knowledge and the brand community's size and test their hypotheses by estimating a structural equation model with survey data from a sample of European car club members.

A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation

1992-12-01

Marsha L. Richins , Scott Dawson

This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components—acquisition … This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components—acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success—is described. In validation tests high scorers (compared with low scorers) desired a higher level of income, placed greater emphasis on financial security and less on interpersonal relationships, preferred to spend more on themselves and less on others, engaged in fewer voluntary simplicity behaviors, and were less satisfied with their lives.

Constructive Consumer Choice Processes

1998-12-01

James R. Bettman , Mary Frances Luce , John W. Payne

Abstract Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends (e.g., technological change, an information explosion) indicates that this topic will continue … Abstract Consumer decision making has been a focal interest in consumer research, and consideration of current marketplace trends (e.g., technological change, an information explosion) indicates that this topic will continue to be critically important. We argue that consumer choice is inherently constructive. Due to limited processing capacity, consumers often do not have well-defined existing preferences, but construct them using a variety of strategies contingent on task demands. After describing constructive choice, consumer decision tasks, and decision strategies, we provide an integrative framework for understanding constructive choice, review evidence for constructive consumer choice in light of that framework, and identify knowledge gaps that suggest opportunities for additional research.

Market Orientation: The Construct, Research Propositions, and Managerial Implications

1990-04-01

Ajay K. Kohli , Bernard J. Jaworski

The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation … The literature reflects remarkably little effort to develop a framework for understanding the implementation of the marketing concept. The authors synthesize extant knowledge on the subject and provide a foundation for future research by clarifying the construct's domain, developing research propositions, and constructing an integrating framework that includes antecedents and consequences of a market orientation. They draw on the occasional writings on the subject over the last 35 years in the marketing literature, work in related disciplines, and 62 field interviews with managers in diverse functions and organizations. Managerial implications of this research are discussed.

The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction

1991-06-01

Robert A. Westbrook , Richard L. Oliver

Although both consumption emotion and satisfaction judgments occur in the post-purchase period, little is known about their correspondence. This article investigates the interrelationships between the two constructs by way of … Although both consumption emotion and satisfaction judgments occur in the post-purchase period, little is known about their correspondence. This article investigates the interrelationships between the two constructs by way of taxonomic and dimensional analyses to identify patterns of emotional response to product experiences. Five discriminable patterns of affective experience were uncovered, which were based on three independent affective dimensions of hostility, pleasant surprise, and interest. The results extend prior findings of a simple bidimensional affective-response space and reveal that satisfaction measures vary in their ability to represent the affective content of consumption experiences.

Why we buy what we buy: A theory of consumption values

1991-03-01

Jagdish N. Sheth , Bruce I. Newman , Barbara Groß

Measuring the hedonic and utilitarian sources of consumer attitudes

1991-04-01

Rajeev Batra , Olli T. Ahtola

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Self-Concept in Consumer Behavior: A Critical Review

1982-12-01

M. Joseph Sirgy

The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for … The self-concept literature in consumer behavior can be characterized as fragmented, incoherent, and highly diffuse. This paper critically reviews self-concept theory and research in consumer behavior and provides recommendations for future research.

Communication and Persuasion: Central and Peripheral Routes to Attitude Change

2015-11-05

Franziska Marquart , Brigitte Naderer

Possessions and the Extended Self

1988-09-01

Russell W. Belk

Abstract Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are … Abstract Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior. Because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between self-concept and consumer brand choice.

Measurement of Consumer Susceptibility to Interpersonal Influence

1989-03-01

William O. Bearden , Richard G. Netemeyer , Jesse E. Teel

The development of a scale for measuring consumer susceptibility to interpersonal influence is described. Consumer susceptibility to interpersonal influence is hypothesized as a general trait that varies across individuals and … The development of a scale for measuring consumer susceptibility to interpersonal influence is described. Consumer susceptibility to interpersonal influence is hypothesized as a general trait that varies across individuals and is related to other individual traits and characteristics (McGuire 1968). The construct is defined as the need to identify with or enhance one's image in the opinion of significant others through the acquisition and use of products and brands, the willingness to conform to the expectations of others regarding purchase decisions, and/or the tendency to learn about products and services by observing others or seeking information from others. A series of studies provides evidence to support the convergent and discriminant validity of a two-dimensional scale.

The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

2007-05-01

Lars Bergkvist , John R. Rossiter

This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two … This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most widely measured constructs in marketing. The authors assess the ability of A Ad to predict A Brand in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as A Ad or A Brand , single-item measures should be used.

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The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

2005-01-01

Matthew Thomson , Deborah J. MacInnis , C. Whan Park

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Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

1990-10-01

Roobina Ohanian

Abstract The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a … Abstract The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness. The scale was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested. The resulting scale demonstrated high reliability and validity.

Assessing Measurement Invariance in Cross‐National Consumer Research

1998-06-01

Jan‐Benedict E.M. Steenkamp , Hans Baumgartner

Journal Article Assessing Measurement Invariance in Cross-National Consumer Research Get access Jan-Benedict E. M. Steenkamp, Jan-Benedict E. M. Steenkamp Search for other works by this author on: Oxford Academic PubMed … Journal Article Assessing Measurement Invariance in Cross-National Consumer Research Get access Jan-Benedict E. M. Steenkamp, Jan-Benedict E. M. Steenkamp Search for other works by this author on: Oxford Academic PubMed Google Scholar Hans Baumgartner Hans Baumgartner Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 25, Issue 1, June 1998, Pages 78–90, https://doi.org/10.1086/209528 Published: 01 June 1998 Article history Received: 01 August 1996 Revision received: 01 August 1997 Published: 01 June 1998

Measuring the Involvement Construct

1985-12-01

Judith Lynne Zaichkowsky

Journal Article Measuring the Involvement Construct Get access Judith Lynne Zaichkowsky Judith Lynne Zaichkowsky Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer … Journal Article Measuring the Involvement Construct Get access Judith Lynne Zaichkowsky Judith Lynne Zaichkowsky Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 12, Issue 3, December 1985, Pages 341–352, https://doi.org/10.1086/208520 Published: 01 December 1985 Article history Received: 01 March 1984 Revision received: 01 June 1985 Published: 01 December 1985

Dimensions of Consumer Expertise

1987-03-01

Joseph W. Alba , J. Wesley Hutchinson

The purpose of this article is to review basic empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge. A conceptual … The purpose of this article is to review basic empirical results from the psychological literature in a way that provides a useful foundation for research on consumer knowledge. A conceptual organization for this diverse literature is provided by two fundamental distinctions. First, consumer expertise is distinguished from product-related experience. Second, five distinct aspects, or dimensions, of expertise are identified: cognitive effort, cognitive structure, analysis, elaboration, and memory. Improvements in the first two dimensions are shown to have general beneficial effects on the latter three. Analysis, elaboration, and memory are shown to have more specific interrelationships. The empirical findings related to each dimension are reviewed and, on the basis of those findings, specific research hypotheses about the effects of expertise on consumer behavior are suggested.

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Brands and Branding: Research Findings and Future Priorities

2006-11-01

Kevin Lane Keller , Donald R. Lehmann

Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. … Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

2001-04-01

Arjun Chaudhuri , Morris B. Holbrook

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance … The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price). The model includes product-level, category-related controls (hedonic value and utilitarian value) and brand-level controls (brand differentiation and share of voice). The authors compile an aggregate data set for 107 brands from three separate surveys of consumers and brand managers. The results indicate that when the product- and brand-level variables are controlled for, brand trust and brand affect combine to determine purchase loyalty and attitudinal loyalty. Purchase loyalty, in turn, leads to greater market share, and attitudinal loyalty leads to a higher relative price for the brand. The authors discuss the managerial implications of these results.

Building Brand Community

2002-01-01

James H. McAlexander , John W. Schouten , Harold F. Koenig

A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the … A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptualization of customer loyalty as integration in a brand community.

ATTITUDES AND ATTITUDE CHANGE

1997-02-01

Richard E. Petty , Duane T. Wegener , Leandre R. Fabrigar

▪ Abstract We review empirical and conceptual developments over the past four years (1992–1995) on attitudes and persuasion. A voluminous amount of material was produced concerning attitude structure, attitude change, … ▪ Abstract We review empirical and conceptual developments over the past four years (1992–1995) on attitudes and persuasion. A voluminous amount of material was produced concerning attitude structure, attitude change, and the consequences of holding attitudes. In the structure area, particular attention is paid to work on attitude accessiblity, ambivalence, and the affective versus cognitive bases of attitudes. In persuasion, our review examines research that has focused on high effort cognitive processes (central route), low effort processes (peripheral route), and the multiple roles by which variables can have an impact on attitudes. Special emphasis is given to work on cognitive dissonance and other biases in message processing, and on the multiple processes by which mood influences evaluations. Work on the consequences of attitudes focuses on the impact of attitudes on behavior and social judgments.

How Brand Community Practices Create Value

2009-08-05

Hope Jensen Schau , Albert M. Muñiz , Eric J. Arnould

Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction … Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings and rules (explicit, discursive knowledge); (2) skills, abilities, and culturally appropriate consumption projects (tacit, embedded knowledge or how-to); and (3) emotional commitments expressed through actions and representations. The authors find that there are 12 common practices across brand communities, organized by four thematic aggregates, through which consumers realize value beyond that which the firm creates or anticipates. They also find that practices have a physiology, interact with one another, function like apprenticeships, endow participants with cultural capital, produce a repertoire for insider sharing, generate consumption opportunities, evince brand community vitality, and create value. Theoretical and managerial implications are offered with specific suggestions for building and nurturing brand community and enhancing collaborative value creation between and among consumers and firms.

Developing and validating a multidimensional consumer-based brand equity scale

2001-04-01

Boonghee Yoo , Naveen Donthu

An Examination of Selected Marketing Mix Elements and Brand Equity

2000-04-01

Bong-Goo Yoo , Naveen Donthu , Sungho Lee

Consumer Culture Theory (CCT): Twenty Years of Research

2005-03-01

Eric J. Arnould , Craig J. Thompson

Abstract This article provides a synthesizing overview of the past 20 yr. of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. Our aim is to provide … Abstract This article provides a synthesizing overview of the past 20 yr. of consumer research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. Our aim is to provide a viable disciplinary brand for this research tradition that we call consumer culture theory (CCT). We propose that CCT has fulfilled recurrent calls for developing a distinctive body of theoretical knowledge about consumption and marketplace behaviors. In developing this argument, we redress three enduring misconceptions about the nature and analytic orientation of CCT. We then assess how CCT has contributed to consumer research by illuminating the cultural dimensions of the consumption cycle and by developing novel theorizations concerning four thematic domains of research interest.

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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993-01-01

Kevin Lane Keller

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer … The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.

Product/Consumption-Based Affective Responses and Postpurchase Processes

1987-08-01

Robert A. Westbrook

The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported … The author examines consumer affective responses to product/consumption experiences and their relationship to selected aspects of postpurchase processes. In separate field studies of automobile owners and CATV subscribers, subjects reported the nature and frequency of emotional experiences in connection with product ownership and usage. Analysis confirms hypotheses about the existence of independent dimensions of positive and negative affect. Both dimensions of affective response are found directly related to the favorability of consumer satisfaction judgments, extent of seller-directed complaint behavior, and extent of word-of-mouth transmission.

The Company and the Product: Corporate Associations and Consumer Product Responses

1997-01-01

Tom J. Brown , Peter A. Dacin

Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The … Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these effects exists. The authors examine the effects of two general types of corporate associations on product responses: One focuses on the company's capabilities for producing products, that is, corporate ability (CA) associations, and the other focuses on the company's perceived social responsibility, that is, corporate social responsibility (CSR) associations. The results of three studies, including one that measures respondents' CA and CSR associations for well-known companies and one that uses consumers recruited in a shopping mall, demonstrate that (1) what consumers know about a company can influence their beliefs about and attitudes toward new products manufactured by that company, (2) CA and CSR associations may have different effects on consumer responses to products, and (3) products of companies with negative associations are not always destined to receive negative responses. The authors conclude by discussing the implications of these findings for marketing managers and further research.

Managing Brand Equity: Capitalizing on the Value of a Brand Name

1992-04-01

Daniel C. Smith , David A. Aaker

Dimensions of Brand Personality

1997-08-01

Jennifer Aaker

Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

2009-03-31

J. Joško Brakus , Bernd H. Schmitt , Lia Zarantonello

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors … Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

1998-03-01

Susan Fournier

Journal Article Consumers and Their Brands: Developing Relationship Theory in Consumer Research Get access Susan Fournier Susan Fournier Search for other works by this author on: Oxford Academic PubMed Google … Journal Article Consumers and Their Brands: Developing Relationship Theory in Consumer Research Get access Susan Fournier Susan Fournier Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 24, Issue 4, March 1998, Pages 343–373, https://doi.org/10.1086/209515 Published: 01 March 1998 Article history Received: 01 October 1995 Revision received: 01 March 1997 Published: 01 March 1998

Experiential Marketing

1999-04-01

Bernd H. Schmitt

In this article, I contrast traditional marketing with a new approach to marketing called Experiential Marketing and provide a strategic framework for Experiential Marketing. Traditional marketing views consumers as rational … In this article, I contrast traditional marketing with a new approach to marketing called Experiential Marketing and provide a strategic framework for Experiential Marketing. Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences. Five different types of experiences, or strategic experiential modules (SEMs), that marketers can create for customers are distinguished: sensory experiences (SENSE); affective experiences (FEEL); creative cognitive experiences (THINK); physical experiences, behaviours and lifestyles (ACT); and social-identity experiences that result from relating to a reference group or culture (RELATE). These experiences are implemented through so-called experience providers (ExPros) such as communications, visual and verbal identity, product presence, electronic media, etc. The ultimate goal of experiential marketing is to create holistic experiences that integrate individual experiences into a holistic Gestalt. The paper concludes with an examination of strategic issues and a discussion about how to create the experience-oriented organization.

Brand Community

2001-03-01

Albert M. Muñiz , Thomas C. O’Guinn

This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. … This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology and consumer behavior, this article uses ethnographic and computer mediated environment data to explore the characteristics, processes, and particularities of three brand communities (those centered on Ford Bronco, Macintosh, and Saab). These brand communities exhibit three traditional markers of community: shared consciousness, rituals and traditions, and a sense of moral responsibility. The commercial and mass-mediated ethos in which these communities are situated affects their character and structure and gives rise to their particularities. Implications for branding, sociological theories of community, and consumer behavior are offered.

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

1993-01-01

Kevin Lane Keller

Hedonic Consumption: Emerging Concepts, Methods and Propositions

1982-07-01

Elizabeth C. Hirschman , Morris B. Holbrook

This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical … This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption—mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.

A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions

1980-11-01

Richard L. Oliver

A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from … A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.

Dimensions of Brand Personality

1997-08-01

Jennifer Aaker

Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel … Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.

Relationships between consumers’ social identity, subjective well-being and behavioral loyalty in brand community

2025-06-24

Y. Matsubara , Kosuke Mizukoshi | Journal of Marketing Communications

Utilisation of waterpipe tobacco imagery in cigarette advertising: a case study of American tobacco company and RJ Reynolds tobacco company

2025-06-24

Seyed‐Mehrdad Mohammadi , Pamela M. Ling , Dorie E. Apollonio +1 more | Tobacco Control

Background Tobacco companies employ various advertising methods, including immersive consumer experiences and cultural imagery, to promote their products. To our knowledge, no prior studies have explored how cigarette companies exploited … Background Tobacco companies employ various advertising methods, including immersive consumer experiences and cultural imagery, to promote their products. To our knowledge, no prior studies have explored how cigarette companies exploited perceptions of waterpipe tobacco in their marketing activities. Methods We conducted a search of the Truth Tobacco Industry Documents Library using keywords and snowball searches. Initial terms included ‘water pipe’, ‘hookah’, ‘tradition’, ‘culture’ and ‘lounge’, supplemented by programme, agency and individuals’ names. Findings were cross-referenced with published scientific literature and advertising archives. Results American Tobacco Co (ATC) introduced the Waterford cigarette in 1965. The cigarette used pinchable water capsules in its filter tip, emulating the waterpipe smoking mechanism of passing smoke through water. ATC used several waterpipe tobacco elements (textual and pictorial) in Waterford cigarette advertising. RJ Reynolds (RJR) executed the Camel Casbah Programme from 1998 to 2003 to target young adult smokers. It featured smoking lounges in outdoor concert amphitheatres with VIP treatment, including greeters and ‘cigarette girls’, to create a ‘Camelesque’ environment that enhanced the ‘Pleasure to Burn Experience’. The programme operated in 30 US concert venues with, averaging 600 events annually, generating over two million consumer names for RJR’s database. Casbah used hookah imagery and artefacts in interior décor, stories and the design of its Exotic Blend line extension ads. Conclusions ATC and RJR used cultural imagery related to waterpipe tobacco and hookah to promote cigarettes. Understanding these methods can help address contemporary tobacco product advertising practices using cultural artefacts.

The Role of Emotional Plot in Driving Product Placement Effectiveness

2025-06-24

Joohee Kim , Anne-Maree O’Rourke , Arnold Japutra +1 more | Australasian Marketing Journal (AMJ)

Extant research in product placement has focussed on cognitive aspects of effective product placement, with less consideration for the emotional effects or the type of product being placed. The focus … Extant research in product placement has focussed on cognitive aspects of effective product placement, with less consideration for the emotional effects or the type of product being placed. The focus of this paper is to examine how plot valence influences the effectiveness of product placements and to consider whether the ethicality (or controversy) of the product matters. The present study draws upon emotional contagion theory to test our research question. Based on two experimental studies, the findings show that product placement in a positive (vs. negative) plot enhances positive brand attitudes and purchase intentions, and positive mood mediates this effect. Further, regarding controversial products, the influence of positive (vs. negative) plot is also mediated by increased engagement. Our findings guide marketers, production houses and product placement agencies, particularly those selling controversial products, in developing effective product placement strategies.

A influência da psicologia do consumidor nas estratégias de branding: um estudo sobre a construção de marcas emocionalmente conectadas

2025-06-24

Alexandre Rodrigues de Assis | International Journal of Scientific Management and Tourism

Este estudo investiga a relação entre psicologia do consumidor e estratégias de branding, com foco na criação de conexões emocionais entre marcas e consumidores. Por meio de uma revisão teórica … Este estudo investiga a relação entre psicologia do consumidor e estratégias de branding, com foco na criação de conexões emocionais entre marcas e consumidores. Por meio de uma revisão teórica e estudo de caso múltiplo, analisa-se como empresas aplicam insights psicológicos — como o impacto das emoções nas decisões e a identificação do consumidor com a marca — para fortalecer vínculos emocionais. Elementos como storytelling, apelo visual e associações simbólicas são usados para criar experiências que vão além da funcionalidade dos produtos. Os resultados indicam que marcas que incorporam princípios da psicologia conseguem gerar maior lealdade, engajamento e valor percebido. Conexões emocionais também se mostram fundamentais para a retenção de clientes e construção de uma imagem de marca diferenciada. O estudo propõe um framework que abrange desde a identificação de desejos do público até ações estratégicas. As conclusões oferecem implicações práticas para profissionais de marketing, destacando a importância das emoções na construção de marcas relevantes.

The Mere Audience‐Size Effect: How Incidental Audience Non‐Normatively Influences the Perceived Product Quality

2025-06-24

Tian Qiu , Xilin Li , Jingyi Lu | Journal of Behavioral Decision Making

ABSTRACT Previous research suggests that people may infer a product's quality from its audience size (i.e., the number of people who consume the product). However, this research cautions against the … ABSTRACT Previous research suggests that people may infer a product's quality from its audience size (i.e., the number of people who consume the product). However, this research cautions against the overuse of such inferences by identifying the mere audience‐size effect: When audience size results from incidental factors (e.g., weather) and thus cannot accurately reflect product quality, people still perceive the quality of products with a large (vs. small) audience to be higher (vs. lower; Studies 1–3), leading to a misallocation of resources to these products. This effect weakens when people are prompted to compare diagnostic and nondiagnostic audience sizes (Study 4) and to deliberate on the cause of audience size before making quality judgments (Study 5). The mere audience‐size effect is also less pronounced when people are familiar with a product (Study 6). The present study yields theoretical implications for overgeneralization and quality inference and practical implications for accurate resource commitment.

The Materialization of Experiences: How Perceived Experience Depth Increases Consumers’ Preference for Unique Objects

2025-06-24

Soo Yon Ryu , Wilson Bastos , Travis Tae Oh | Journal of the Association for Consumer Research

Maintaining Brand Authenticity Through Rebranding: A Case Study of Ponda.bio

2025-06-24

Rubab Ashiq , Bruce Carnie | Fashion Practice

Hiper-Kişiselleştirme ve Veri Odaklı Pazarlama: Analitik Yaklaşımların Evrimi

2025-06-24

Sinem SARGIN | Özgür Yayınları eBooks

Bu çalışma, dijitalleşmenin etkisiyle evrim geçiren pazarlama stratejilerinde hiper-kişiselleştirme ve veri odaklı pazarlamanın yükselen rolünü ele almaktadır. Hiper-kişiselleştirme, geleneksel kişiselleştirme yaklaşımlarından farklı olarak, gerçek zamanlı veri, yapay zekâ ve makine … Bu çalışma, dijitalleşmenin etkisiyle evrim geçiren pazarlama stratejilerinde hiper-kişiselleştirme ve veri odaklı pazarlamanın yükselen rolünü ele almaktadır. Hiper-kişiselleştirme, geleneksel kişiselleştirme yaklaşımlarından farklı olarak, gerçek zamanlı veri, yapay zekâ ve makine öğrenimi gibi ileri analitik tekniklerle desteklenmektedir. Bu kapsamda, bu çalışmada, hiper-kişiselleştirme kavramı, uygulama alanları, algoritma temelli karar verme süreçleri, veri güvenliği ve etik sorunlar bütüncül bir yaklaşımla incelenmektedir. Netflix, Amazon, Spotify, Trendyol ve Yemeksepeti gibi örnekler üzerinden sektörel uygulamalara yer verilmekte, hiper-kişiselleştirmenin kullanıcı deneyimini nasıl dönüştürdüğü detaylı bir şekilde açıklanmaktadır. Ayrıca, hiper-kişiselleştirmenin sunduğu rekabet avantajlarının yanı sıra veri gizliliği, algoritmik önyargılar ve şeffaflık gibi etik zorluklar da kapsamlı biçimde tartışılmaktadır.

Of Photographs, Souvenirs, and Ticket Stubs: When Do Consumers Desire Mementos During an Experience?

2025-06-24

Charlene Chu , Suzanne B. Shu | Journal of the Association for Consumer Research

There is a potential collector in every consumer

2025-06-24

W. H. Ryan , Ellen Evers , Siegwart Lindenberg | Journal of the Association for Consumer Research

Extraverts perceive purchases more experientially and attain greater happiness from them

2025-06-24

Wilson Bastos , Fernando Chiodini Machado | Journal of the Association for Consumer Research

When suffering hurts more: suffering for material products reduces intrinsic motivation, well-being, and repurchase intention compared to experiences

2025-06-24

Amy Errmann , Luis Arango | Journal of Business Research

The effects of ingredient brand exemplar reminders on new product development

2025-06-23

Chia-Hsien Chu | Journal of Product & Brand Management

Purpose This study aims to explore the impact of reminders of ingredient brand exemplar on consumer cognitive evaluations when companies adopt brand extension strategies for new product development. Design/methodology/approach A … Purpose This study aims to explore the impact of reminders of ingredient brand exemplar on consumer cognitive evaluations when companies adopt brand extension strategies for new product development. Design/methodology/approach A 2 × 2 × 2 experimental design was used, where the independent variable is the ingredient brand exemplar reminders, and the dependent variables are brand extension attitude and new product evaluation. The research framework also incorporated brand strength, knowledge of the new extension product and similarity as moderating variables. Findings This study reveals that reminders of ingredient brand exemplars have a significant positive effect on brand extension attitudes and new product evaluations. In addition, three moderating variables – brand strength, knowledge of extension products and similarity – demonstrate significant interaction effects with the reminders of ingredient brand exemplars. Practical implications The findings of this study provide timely insights for marketing practitioners. Specifically, for companies with weaker brand equity, collaborating with well-known ingredient brands during new product development can enhance market competitiveness. By using reminders of key ingredient brand exemplars in their communications with consumers, these companies can effectively leverage this strategy to enhance the market advantage of their new products. Originality/value This study applies the analogy learning theory from cognitive psychology and is the first to integrate ingredient branding with exemplar reminders to investigate their impact on consumers’ cognitive evaluations of brand extension strategies in new product development.

Comparing how brand and product appeals influence consumer attitudes, preferences and visual processing

2025-06-23

Freddie J. Jennings , Josh C. Bramlett , Isabel I. Villanueva +5 more | Corporate Communications An International Journal

Purpose This study examines how different advertising messaging strategies comparatively influence brand and product evaluations, product preferences and visual information processing. We compare a product-focused messaging strategy that emphasizes product … Purpose This study examines how different advertising messaging strategies comparatively influence brand and product evaluations, product preferences and visual information processing. We compare a product-focused messaging strategy that emphasizes product attributes with a company-focused narrative strategy that highlights a brand’s history and family values. Design/methodology/approach Using two experiments, we investigate the relative and complementary effects of different messaging appeals and measure their effects via multiple measurement tools – a quantitative survey, moment-to-moment (MTM) feeling dials and eye-tracking area-of-interest measurement – to capture attitudes, product preferences and visual processing. In Experiment 1 ( N = 157), participants viewed one of two video advertisements (brand narrative vs product attributes) while using MTM feeling dials and completing pre- and post-test surveys assessing brand and product evaluations and preferences. Experiment 2 ( N = 125) employed eye-tracking software to analyze visual elaboration on textual product packaging. Findings Results indicate that the company narrative generated greater brand favorability while product messaging produced more visual elaboration and was more persuasive for product evaluations and product preferences. Additionally, both brand and product evaluations mediated the persuasive process between viewing an advertisement and ranking the brand’s product among competitors. Research limitations/implications A single product was used on a student sample, which limits generalizability. Practical implications Marketers should more heavily rely on messaging that focuses on the attributes of products rather than company values, but the inclusion of values into a product attributes-oriented marketing plan can provide added benefit. Social implications Though people do want to support companies that share their values, product evaluations have a great influence on purchasing decisions. Originality/value This study examines the comparative and complementary effects of message strategies using multiple forms of measurement which triangulate the findings. By partnering with a real-world brand, it also contributes to the intersection of industry and academia. Both the company narrative and product-focused message proved persuasive, although the product-focused strategy had more substantial effects across all measurement methods. Moreover, the study contributes to our understanding of how these different marketing approaches influence purchasing decisions. Values-orienting marketing takes a more indirect route of influence through company evaluations before affecting product evaluations and purchasing decisions. The study not only examines the relative effect of the two marketing approaches but also the combined effect. In sum, the innovative experimental design, use of technology, different context, triangulation, analysis of the mediated process of influence and examination of both the relative and combined effects contribute to our understanding of values- and product-attributes-oriented marketing.

A Different Approach to the Automotive Brand Experience: Brand Respect, Brand Love, Brand Fidelity

2025-06-23

Çağlar SAMSA | Corporate Reputation Review

No Player is Bigger than the Club? Examining Athlete Brand and Team Brand Identification among Gen Z and Gen X

2025-06-23

Matthias Anderski , Florian Riedmüller , Tim Ströbel | Managing Sport and Leisure

The impact of sports event-brand fit on consumer brand responses: a meta-analytic review

2025-06-23

Qingfeng Liu , Bing Liu | Frontiers in Sports and Active Living

Introduction In an era where global sports sponsorship is prevalent, companies aim to gain market share through sports sponsorship. Existing research typically examines this phenomenon by assessing consumer responses; however, … Introduction In an era where global sports sponsorship is prevalent, companies aim to gain market share through sports sponsorship. Existing research typically examines this phenomenon by assessing consumer responses; however, different studies have yielded inconsistent or even contradictory findings. Methods This study employs a meta-analytic approach to synthesize previous research, examining the impact of sports event-brand fit on consumers' cognitive, emotional, and behavioral responses, as well as the moderating effects of factors such as gender, sample source, and context type. The analysis includes 57 effect sizes from 31 studies, encompassing a total of 15,744 participants. Results Sports event-brand fit has a positive effect on consumers' cognitive, emotional, and behavioral response. Moreover, sample sources and context types partially moderated these relationships, while gender showed no significant effect. Discussion Findings suggest that sponsoring brands should align their sports sponsorships with specific developmental goals. Additionally, when sponsoring sports events in other countries, brands should respect cultural differences and tailor their marketing strategies to suit different contexts. Systematic Review Registration https://www.prisma-statement.org

Psychological Drivers of Consumer Loyalty in the Context of Sustainable and Eco-Friendly Branding

2025-06-23

Pallavi Agarwal | International Journal of Science and Research (IJSR)

Expression of Concern: Predicting young Chinese consumers’ intentions to purchase Western brands: Structural model analysis

2025-06-23

| PLoS ONE

Accumulative vs. Appreciative Materialism: Implications for Sustainable Apparel Consumption

2025-06-23

Claire Evelyn Stovall , Veena Chattaraman , Amrut Sadachar +1 more | Journal of Sustainable Marketing

Based on a bi-dimensional definition of materialism that includes the concepts of appreciative and accumulative materialism, the present study proposes that these dimensions of materialism have different predictors and outcomes … Based on a bi-dimensional definition of materialism that includes the concepts of appreciative and accumulative materialism, the present study proposes that these dimensions of materialism have different predictors and outcomes related to sustainability and overconsumption. Drawing from the lens of three theories—materialism theory, extended self theory, and symbolic self-completion theory—our conceptual model differentiates between appreciative materialism with linkages to environmental concern and sustainability and accumulative materialism with connections to lowered self-esteem and impulse buying. Useable data from 216 Gen Z consumers were collected through an online survey administered via Qualtrics to students at a Southeastern university in the United States. Structural equation modeling was used to examine hypothesized relationships. Results revealed that accumulative materialism positively influences impulse buying and is negatively influenced by self-esteem, whereas appreciative materialism positively influences two dimensions of sustainable apparel consumption and is positively influenced by environmental concern. Additionally, environmental concern was found to positively influence sustainable apparel consumption. The results reveal that accumulative and appreciative materialism are distinct concepts with differing outcomes and antecedents, expanding the theoretical implications of materialism for consumerism and anti-consumerism. This study reveals that understanding the motivations of appreciative materialists is important for sustainable brands when marketing products.

Editorial: Machine-learning/deep-learning methods in neuromarketing and consumer neuroscience

2025-06-23

Marco Bilucaglia , Luca Mainardi , Thomas Z. Ramsøy +3 more | Frontiers in Human Neuroscience

Understanding the Influence of Traffic Congestion on Tourist Consumer Behaviour: The Role of Stoicism and Sad Ripu Control in Maintaining Sustainable Tourism

2025-06-23

Komang Widhya Sedana Putra P , I Made Suidarma , Wayan Sri Maitri | Space and Culture India

This research investigates the effects of Stoic principles and Sad Ripu control on tourists’ consumption behaviour regarding the perceived condition of traffic congestion in Bali. Among tourists’ most pervasive problems, … This research investigates the effects of Stoic principles and Sad Ripu control on tourists’ consumption behaviour regarding the perceived condition of traffic congestion in Bali. Among tourists’ most pervasive problems, traffic congestion affects consumptive behaviour and travel decisions. This study tries to investigate how emotional regulation, governed by Stoicism and a traditional Balinese philosophy known as Sad Ripu, influences the response of tourists to perceived crowding and, subsequently, their behaviour. This study is novel because integrating Stoic principles with Sad Ripu control offers a fresh perspective into emotional regulation in tourism behaviour. A quantitative approach with structured questionnaires was applied to 200 tourists in Bali, testing relationships among the variables by means of SEM. The findings indicate that Stoic principles and Sad Ripu control are significantly associated with more positive tourist behaviour, promoting less stress and more satisfaction, hence more positive consumption decisions. Besides, traffic congestion has been found to play a mediating role in emotional regulation and consumer behaviour. This study underlines the importance of emotional management in tourism and claims that Stoic practices and emotional control strategies can improve the tourist experience and foster loyalty. Further studies are necessary to explore broader contexts and long-term impacts across various tourist destinations.

Behaviorally-informed policies to reduce materialism among youth in Egypt: experimental evidence

2025-06-21

Salwa Khalil , Sarah Mansour , Marwa Biltagy | European Journal of Government and Economics

Materialism, characterized by prioritizing material possessions over intrinsic values, has been shown to negatively impact well-being, social behavior, and economic activities. However, limited research addresses interventions to reduce materialism in … Materialism, characterized by prioritizing material possessions over intrinsic values, has been shown to negatively impact well-being, social behavior, and economic activities. However, limited research addresses interventions to reduce materialism in non-WEIRD societies, particularly in the Middle East. This study examines the effectiveness of behavioral interventions in lowering personal materialism among Egyptian youth, a demographic displaying significant materialistic tendencies. Utilizing a survey experiment with 296 participants from Egypt’s 25 governorates, the study employed Richins and Dawson’s Material Values Scale (1992) to measure materialism. Participants were randomly assigned to one of three interventions: boosting self-esteem, fostering gratitude, or promoting empathy, in addition to a control group. Results indicate that interventions targeting self-esteem and empathy significantly reduced materialism overall score (p < 0.05) and (p < .01), respectively, and materialism score was associated with centrality, while self-esteem, gratitude, and empathy notably lower materialism in dimensions associated with success. However, no significant impact was observed on materialism's score. These findings highlight the potential of governance measures and behaviorally-informed policies in addressing materialism and suggest tailored interventions to promote intrinsic values among youth.

Synaptic Endorsement: Centering Customer Well‐Being in a World Where Celebrity Endorsements Are Taken to the Next Level

2025-06-21

Artur Modliński , Rebecca K. Trump | Journal of Consumer Behaviour

Examining the influence of avatar distinctiveness on consumers’ purchase intention: An empirical study

2025-06-21

Yang Xu , Rui Wang , Jin Qin | Journal of Data Information and Management

Brand ambassadorship as an effective brand value management strategy: evolution and trends

2025-06-21

Т.В. Суворова , M. V. Filiptsov | Vestnik Universiteta

The ambassadorship phenomenon as a marketing strategy aimed at brand value management has been studied. The purpose of the study is to analyze ambassadorship as an effective strategy for brand … The ambassadorship phenomenon as a marketing strategy aimed at brand value management has been studied. The purpose of the study is to analyze ambassadorship as an effective strategy for brand value management. Research objectives are to study the ambassadorship concept, its periodization and key stages of its evolution from the use of celebrities to introducing microinfluencers and virtual ambassadors, to identify trends in ambassadorship development considering the generations theory, and to confirm ambassadorship as an emotionally attractive format of interaction with a brand for its audience. The research methodology is based on the analysis of existing theoretical sources on marketing strategies and digital trends, as well as on empirical data obtained by the survey method regarding the understanding and development of ambassadorship by representatives of different generations such as X’s, Millennials and Homelanders (Zoomers). It has been revealed that each stage of ambassadorship development reflects changes in technology and consumer behavior of their target audience, which allows brands to adapt approaches to increase brand value, customer loyalty, and competitiveness of the company. It has been found that modern ambassadorship as a strategy allows brands to achieve more authentic and personalized interactions with their target audience. It has been revealed that thanks to ambassadorship brands adjust their strategy to young and very young audience. The area of the study results application is marketing strategies of companies focused on effective interaction with their target audience through digital platforms. The research prospects include studying the impact of artificial intelligence and augmented reality on ambassadorship development, as well as analyzing the long-term effectiveness of ambassadorship in various business spheres.

EXPRESS: Old but Gold? Product Design Innovation and the Value of Used Products in Secondhand Markets

2025-06-20

Xian Gu , Juan Bu , Krista J. Li | Production and Operations Management

An important global trend today is the rise of the secondhand market powered by consumers’ desire for sustainability and affordability, as well as a surge in the use of digital … An important global trend today is the rise of the secondhand market powered by consumers’ desire for sustainability and affordability, as well as a surge in the use of digital resale platforms. While marketing research has primarily focused on the success of new product markets, scant research has tried to understand secondhand markets. To advance knowledge in this area, we investigate how product design innovation affects the value of used products in secondhand markets. Specifically, we develop a framework of the intertemporal distinctiveness of a used product’s design , defined as the extent to which the design of a used product is distinct from the newest design of the same product. We use image-processing software to analyze product pictures and quantify the intertemporal distinctiveness of design. Analyzing a unique dataset of used cars sold in the U.S. automotive market, we find a U-shaped relationship between the intertemporal distinctiveness of design and the resale price of used products. Moreover, we find that the effect of intertemporal distinctiveness is moderated by the within-category distinctiveness of a used product , defined as the extent to which a used product’s design is distinct from other used products in the same product category. This study contributes to the research on product design and the determinants of resale prices, providing practical implications for consumers, manufacturers, and dealers.

Scent, self-identity and symbolic ownership: exploring generation Z’s engagement with niche fragrances in China

2025-06-20

Zhihao Liu , Lijia Xu , Yicong Huang | Young Consumers Insight and Ideas for Responsible Marketers

Purpose This study aims to examine the psychological ownership of niche fragrances among Generation Z (Gen Z) consumers in China, investigating how their sense of identity and exclusivity influence their … Purpose This study aims to examine the psychological ownership of niche fragrances among Generation Z (Gen Z) consumers in China, investigating how their sense of identity and exclusivity influence their preference for niche over mainstream international fragrance brands. Design/methodology/approach A qualitative research approach is adopted, integrating consumer interviews and online discourse analysis to explore the motivations and aspirations that drive Chinese Gen Z consumers towards niche fragrances. Psychological ownership theory, along with emerging constructs such as symbolic ownership and cultural territoriality, serves as the theoretical framework to analyse their perceptions and behaviours. Findings This study develops a conceptual framework illustrating how personalisation and uniqueness, community identity, brand story and cultural value drive Gen Z’s engagement with niche perfumes. The findings reveal that psychological ownership plays a pivotal role in fostering emotional attachment to niche fragrance brands. Originality/value This research extends psychological ownership theory by introducing the concepts of symbolic ownership and cultural territoriality to capture how consumers form deep emotional and cultural attachments to niche luxury products. It also highlights how Chinese Gen Z consumers’ evolving notions of luxury – emphasising authenticity, sustainability and quiet cultural expression – reshape luxury branding and consumer behaviour dynamics in China.

Sadakat Programlarının Yeni Yüzü: Dijital Sadakat ve Oyunlaştırma

2025-06-20

Betül Buladi Çubukcu | Özgür Yayınları eBooks

Çalışma, sadakat programlarının tarihsel kökenlerinden başlayarak günümüz dijital dünyasında tüketici davranışlarını nasıl şekillendirdiğini bütüncül bir perspektifle ele almaktadır. Sadakat uygulamaları ilk olarak basit bakır jetonlar ve ticaret pullarıyla hayata geçirilmiş; … Çalışma, sadakat programlarının tarihsel kökenlerinden başlayarak günümüz dijital dünyasında tüketici davranışlarını nasıl şekillendirdiğini bütüncül bir perspektifle ele almaktadır. Sadakat uygulamaları ilk olarak basit bakır jetonlar ve ticaret pullarıyla hayata geçirilmiş; 20. yüzyılın ortalarında S&H Green Stamp gibi sistemlerle yaygınlaşmış ve 1980’lerde American Airlines’ın AAdvantage programıyla veri odaklı yeni bir çağa adım atmıştır. Bu evrimi takip eden sadakat programlarının temel amacı her dönemde tüketicinin bağlılığını pekiştirmektir. Çalışmada, katılıma yön veren içsel ve dışsal motivasyonlar incelenmektedir. İçsel motivasyonların; eğlenme, başarı duygusu ve marka ile özdeşleşme gibi psikolojik öğeler üzerinden duygusal bağlılığı güçlendirdiği; dışsal motivasyonların ise indirimler, puan birikimi ve ayrıcalıklarla davranışsal bağlılığı desteklediği açıklanmaktadır. Bu iki uyarıcının dengeli kullanımıyla hem kısa vadede satış hem de uzun vadede marka sadakati sağlanabileceği ortaya konmaktadır. Çalışmanın dijital dönüşüm kısmında, manyetik kartlardan mobil uygulamalara ve CRM entegrasyonlarına uzanan süreçte gerçek zamanlı veri toplama ve kişiselleştirilmiş teklif oluşturma imkânlarının tüketici deneyimini nasıl zenginleştirdiği anlatılmaktadır. QR kod ve NFC teknolojileriyle sadakat programlarının akıllı telefonlara taşınması, markaların tüketici verilerini daha etkin analiz etmesine olanak tanımaktadır. Son olarak, oyunlaştırma mekanikleri—rozetler, puan sistemleri ve seviye atlama—üzerinden katılımın eğlenceli ve motive edici bir deneyime dönüşmesi incelenmektedir. Bu yaklaşımla programların hem eğlence hem de bağlılık açısından stratejik bir araç haline geldiği, örnek uygulamalarla desteklenerek açıklanmaktadır.

Brand Communication and Their Role in Enhancing Customer Loyalty

2025-06-20

Tushar Tomar | International Journal of Advanced Research in Science Communication and Technology

In the current competitive business era, it is not enough to sell a product to a customer just once, but to keep him connected to the brand for a long … In the current competitive business era, it is not enough to sell a product to a customer just once, but to keep him connected to the brand for a long time has become the biggest challenge. At such a time, brand communication plays a vital role. It is not just a medium of promotion or advertising, but the bridge that lays the foundation of trust, emotional attachment and lasting relationship between the brand and the customer. This research analyzes how different types of brand communication – such as advertising, social media communication, customer service communication, corporate social responsibility (CSR) activities, and personalized digital messages – affect customer loyalty. The primary data for the study was collected through questionnaires, and secondary data was compiled from various research articles, reports and case studies. The research concludes that today's consumer does not just want a product, he also wants experience, emotion and value. When brand communication is clear, consistent, authentic and sensitive, it creates trust in the mind of the customer. This trust transforms into loyalty over time. Especially in the digital age, where platforms such as social media have made the process of communicating with customers quick, personal and transparent, it has become imperative for brands to make their communications purposeful. This study proves that brand communication is no longer just a marketing tool but a strategic necessity. Brands that connect with customers in an emotional, value-based and conversational way are the ones who gain long-term customer loyalty and remain competitive.

Technology in luxury brands: always a bridesmaid, never a bride

2025-06-20

Victor Kwan , Jimmy Wong , Amy Wong +1 more | Asia Pacific Journal of Marketing and Logistics

Purpose Applying consumer culture theory (CCT) and the luxury value perception (LVP) model, this study explores the impact of technology on luxury brands, focusing on consumer perceptions of craftsmanship in … Purpose Applying consumer culture theory (CCT) and the luxury value perception (LVP) model, this study explores the impact of technology on luxury brands, focusing on consumer perceptions of craftsmanship in the creation of luxury products and services. Design/methodology/approach A total of 24 interviews were conducted with ultra-high-net-worth consumers (UHNWCs) based in two cities, Singapore and Shanghai. Findings Our findings reveal the importance of craftsmanship in luxury consumption. In addition, they underscore the significance of human inputs and the relevance of technology in various domains of CCT, including consumer identity projects, marketplace cultures, socio-historical patterning of consumption, and mass-mediated marketplace ideologies. While technology is readily accepted in peripheral offerings, the necessity of preserving the value of craftsmanship in core luxury products and services prevails. Originality/value Existing literature on the implementation of technology in luxury brands offers polarized views. This study is a pioneering work that provides insights into an integrative framework, highlighting areas where technology enhances experience and where it should be avoided. This unique approach has important managerial implications and theoretical contributions to both CCT and LVP. In addition, the use of interviews with UHNWCs is also a comparatively novel methodology in luxury brand research.

BRAND MANAGEMENT IN THE RESTAURANT BUSINESS

2025-06-20

Oleg Ostashevskyi , Світлана Павлова | Economics Management Innovations

The article explores the features of brand management in the restaurant business as a key tool for enhancing the enterprise’s competitiveness and ensuring its stable development in a dynamic market … The article explores the features of brand management in the restaurant business as a key tool for enhancing the enterprise’s competitiveness and ensuring its stable development in a dynamic market environment. The relevance of the topic is due to the growing role of brand as an element of intangible assets that affects customer perception of service quality, trust in the enterprise, loyalty formation among the target audience, and building an emotional connection with the consumer. The article analyzes scientific approaches to understanding brand and brand management, reveals the key elements of effective restaurant brand management, including brand strategy, visual identity, emotional image, brand communications, and the role of staff in maintaining brand standards. Particular attention is paid to the specifics of branding in the restaurant business, especially the high emotionality of the service, the influence of the physical environment, the role of customer experience, interaction through social networks, and reputation risks in the online space. The article highlights the main stages of brand management – from market research to brand implementation and effectiveness monitoring. It also analyzes modern tools for brand promotion, such as content marketing, influencer marketing, interactive events, and brand storytelling. Based on the analysis, conclusions are drawn regarding the importance of an integrated approach to restaurant brand management, combining strategic thinking, creative vision, and adaptability to changes in consumer behavior. The findings can be useful for owners, marketers, brand managers, and restaurant executives who strive to build a strong, recognizable, and emotionally appealing brand that ensures long-term customer loyalty and a stable market position.

When looks matter: Aesthetic appeal's role in consumers' identity and impulse purchases

2025-06-20

Duygu Köksal , Melanie Moore Koskie , William B. Locander | Journal of Retailing and Consumer Services

Investigating the Psychometric Properties of the Reysen Likability Scale

2025-06-20

Tayfun Gürkan Bostancı , Mehmet Hocaoğlu , Ataman Tükenmez | Research in Sport Education and Sciences

The likability of an individual serves as a tactic for self-presentation and facilitating persuasion of the target audience. The perceived likability of athletes, coaches, managers, and similar figures by sports … The likability of an individual serves as a tactic for self-presentation and facilitating persuasion of the target audience. The perceived likability of athletes, coaches, managers, and similar figures by sports consumers is a factor that can influence sports marketing activities. In this regard, this study aimed to adapt the Reysen Likability Scale, developed to measure perceived likability, for application within Turkish culture and to test its validity and reliability. A total of 207 participants, including 64 women and 143 men, voluntarily participated in the study. A three-part questionnaire was administered, consisting of the Reysen Likability Scale developed by Reysen, the Desire for Being Liked Scale developed by Kaşıkara and Doğan, and a personal information form designed by the researchers. Confirmatory factor analysis, tests for divergent and convergent validity, composite reliability calculations, and Cronbach’s Alpha coefficient were utilized to examine the structural validity and reliability of the scale. The findings confirmed the original single-factor structure with 11 items, demonstrating good fit with data collected from the Turkish sample and high internal consistency of the instrument. The study showed that Reysen Likability Scale was a valid and reliable instrument for measuring perceptions of likability in individuals within Turkish culture.

The effect of typicality in luxury hotel brand storytelling on booking intention

2025-06-20

Fangting Chen , Ruiying Cai , Xing’an Xu | International Journal of Hospitality Management

Multilevel Marketing Groups

2025-06-19

Rob Gill | Cambridge University Press eBooks

Marketing communications of brand-related stereotypes and consumer responses: a mixed-method approach

2025-06-19

Živa Kolbl , Maja Arslanagić-Kalajdžić , Emmanuella Plakoyiannaki +1 more | Journal of Product & Brand Management

Purpose Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ … Purpose Drawing on the stereotype content model (SCM), this study aims to explore the types and content of different brand-related stereotypes depicted in marketing communications and their influence on consumers’ brand attitudes. It offers empirically-based insights into (a) the types of brand-related stereotypes portrayed in print advertisements of brands, (b) the deployment of warmth and competence in the communicated stereotypes, and (c) the responses of consumers in terms of brand attitudes. Design/methodology/approach A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Findings Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes; brand origin stereotypes are used rather sparingly by firms. The findings further show that while both brand competence and warmth positively impact consumer attitudes, both dimensions of the brand buyer stereotype have a negative effect on consumer attitudes. Practical implications Firms can benefit from the positive influence of brand competence, brand warmth and brand origin competence on consumer attitudes. Emphasizing stereotypical dimensions of brand buyers/users is likely to be counterproductive. Originality/value This is the first study using the SCM that simultaneously investigates brand-related stereotypes from a company (i.e. supply-side) and a consumer (i.e. demand-side) perspective. The findings offer insights into how communicated stereotypes (in terms of warmth and competence) of the brand origin, the brand itself and the buyer/user of the brand differentially influence consumer attitudes toward the focal brand.

From smartphones to electric cars: a multidimensional analysis of Xiaomi’s brand extension and consumer perceptions

2025-06-19

Qiufen Wang , Xue Fan , Ziqiang Fu +1 more | Journal of Strategic Marketing

The new luxury equation: consumer values and market preferences

2025-06-19

Nermain Al‐Issa , Mohammad Abiad , Layal Kallach +1 more | Cogent Social Sciences

Ontological (in)security in servicescapes: Consuming the Christmas market experience

2025-06-19

Rebecca Abushena , Ben Kerrane , Louise Platt +2 more | Marketing Theory

This interpretive, qualitative study explores ontological (in)security within the servicescape of Manchester’s Christmas Market. We scrutinise this temporary setting, revealing evidence of paradoxes which create uncertainty and ontological (in)security for … This interpretive, qualitative study explores ontological (in)security within the servicescape of Manchester’s Christmas Market. We scrutinise this temporary setting, revealing evidence of paradoxes which create uncertainty and ontological (in)security for consumers. Specifically, we identify a social paradox, encompassing crowds and the conduct of ‘others’ within the space; a safety paradox, including material paraphernalia of security and security actors present; and a sensorial paradox, involving stimuli such as light, scent, and sound. We provide a critical context for unpacking consumers’ cognitive, emotional, and physiological responses to wider servicescape settings with implications which reach beyond our temporary context. In doing so, we contribute to the marketing theory of servicescapes, where the paradoxes of ontological (in)security are not yet well understood.

SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI

2025-06-18

Yavuz Selim Gülmez | Beykoz Akademi Dergisi

Spor takımları taraftarlar için sadece bir spor organizasyonu değil, aynı zamanda bir kimlik ve aidiyet kaynağıdır. Günümüzde taraftarların takımlarına olan bağlılıkları kimliklerinin ayrılmaz bir parçası haline gelmiştir. Bu tutku, taraftarların … Spor takımları taraftarlar için sadece bir spor organizasyonu değil, aynı zamanda bir kimlik ve aidiyet kaynağıdır. Günümüzde taraftarların takımlarına olan bağlılıkları kimliklerinin ayrılmaz bir parçası haline gelmiştir. Bu tutku, taraftarların başarılar karşısında olumlu, başarısızlıklarda ise olumsuz duygular yaşamalarına yol açmaktadır. Bu çalışma, spor takımı taraftarlığında olumsuz bir duygu olan marka nefretinin öncüllerini ve sonuçlarını incelemeyi amaçlamaktadır. Marka nefreti ve diğer olumsuz duygusal tepkiler üzerine yapılan araştırmaların son yıllarda hızlı bir artış göstermesine rağmen dinamik ve karmaşık bir yapıya sahip olan spor endüstrisi literatürde oldukça az araştırılmıştır. Dolayısıyla sporda marka nefretinin potansiyel öncüllerini ve sonuçlarını ortaya koyan kapsamlı bir çerçeve sunmanın, keşfedilmemiş çeşitli araştırma boşluklarının belirlenmesi yoluyla teoriye ve metodolojiye katkı sunacağı öngörülmüştür. Bu doğrultuda spor pazarlaması alanında yayımlanan ilgili çalışmaların sistematik bir incelemesi yapılmış ve gelecek araştırmacılar için kolaylaştırıcı ve yol gösterici bir model ortaya çıkarılmıştır. Modelde yer alan değişkenlerin neden-sonuç ilişkisi bağlamında yeni araştırma tasarımlarında farklı biçimlerde yer alması, literatürün gelişimi ve uygulayıcıların pazarlama stratejileri üzerinde etki oluşturması bakımından önemli görülmekte ve önerilmektedir.

Benign masochism in the wild: pleasure predicts social identification at aversive mass gatherings

2025-06-18

Laura J. Ferris , Tegan Cruwys , Tarli Young +2 more | The Journal of Positive Psychology

Beyond the Screen: How Virtual Idol’s Physical Attractiveness, Ability, and Virtual Setting Shape Purchase Intention

2025-06-18

Ja‐Shen Chen , Thi Thu Ha Truong , Thipnantana Triprom | International Journal of Human-Computer Interaction

Binge-Watching and Advertising Reactance: The Moderating Roles of Ad Position and Ad Congruence

2025-06-18

Lianlian Song , Tingting Wang , Shanji Yao +2 more | Journal of Advertising

Understanding blockchain’s influence on brand management: the blockchain branding model

2025-06-18

Chiara Bartoli , Enrico Bonetti , Federica Ceccotti +1 more | Journal of Product & Brand Management

Purpose This study aims to provide a holistic and comprehensive view of the blockchain’s contribution to the brand management process, integrating all relevant subthemes that previous studies have examined separately. … Purpose This study aims to provide a holistic and comprehensive view of the blockchain’s contribution to the brand management process, integrating all relevant subthemes that previous studies have examined separately. Design/methodology/approach This paper adopts a qualitative approach by using constructivist grounded theory that draws on the experience of managers who work in the agrifood industry and are involved in implementing blockchain projects for Italian quality foods. Findings Findings allow the construction of an interpretive framework called the Blockchain Branding Model, which comprehensively interprets the interplay between blockchain and brand management. The Blockchain Branding Model comprises three levels that synthetize how blockchain intervenes in: accelerating brand enabling by providing new resources and digital assets, strengthening brand building by enriching brand identity and reinforcing brand positioning, and nurturing the brand–consumer relationship by bringing the consumer closer and tightening the bond. Originality/value To the best of the authors’ knowledge, this is one of the first field works to explore the relationship between blockchain and branding by building a holistic model related to integrating blockchain into brand management. Results provide useful managerial implications related to strategic, operational, organizational and relational levels.