Young Chinese consumers' brand perception; the role of mianzi as moderator

2019 ◽  
Vol 19 (4) ◽  
Author(s):  
Rao Muhammad Rashid ◽  
Qurat ul Ain Rashid ◽  
Muhammad Asim Nawaz ◽  
Sadia Akhtar
Keyword(s):  
Chinese Consumers ◽  
Brand Perception

The effect of corporate political advocacy on brand perception: an event study analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jan Klostermann ◽  
Chris Hydock ◽  
Reinhold Decker
Keyword(s):  
Event Study ◽  
Design Methodology ◽  
Political Advocacy ◽  
Moderating Effects ◽  
Negative Effects ◽  
Content Type ◽  
The Past ◽  
Negative Effect ◽  
Brand Perception

Purpose In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by exploring consumer brand perceptions following CPA. Design/methodology/approach An event study of 106 CPA events and weekly consumer brand perception data was conducted. A regression model was used to investigate the moderating effects of CPA effort, concurrence and the strength of the online protests evoked by the CPA. Findings The results show that CPA had a negative effect on consumers’ brand perceptions and that the effect was stronger for customers relative to non-customers. The negative effect was attenuated by CPA concurrence and amplified by effort. Additionally, online protests were driven by the CPA effort and had a strong negative effect on brand perception. Online protests were stronger in the past, and, in turn, the negative effects of CPA on brand perceptions have slightly weakened in recent years. Originality/value This study contributes to the existing literature by highlighting the role of online protests following CPA and distinguishing consumer and customer responses. This study also provides converging evidence of the moderating effects of effort and concurrence identified in previous studies.

Determinants of negative customer engagement behaviours

2019 ◽  
Vol 34 (2) ◽  
pp. 117-135 ◽  
Author(s):  
Diem Khac Xuan Do ◽  
Kaleel Rahman ◽  
Linda J. Robinson
Keyword(s):  
Conceptual Framework ◽  
Customer Engagement ◽  
Positive Information ◽  
Content Type ◽  
Moderating Variables ◽  
Mediating Role ◽  
Expectancy Disconfirmation ◽  
Brand Perception ◽  
Psychology Literature

Purpose Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced customer engagement, including disengaged and negatively engaged behaviours in a service consumption context and explore under what conditions customers display disengaged or negatively engaged behaviours. Design/methodology/approach This study incorporates justice theory, expectancy disconfirmation theory and psychology literature to propose determinants of negative customer engagement behaviours. Findings A conceptual framework is developed that proposes customer perceived justice and negative disconfirmation as determinants of negative customer engagement via the mediator of customer outrage. Moderating variables, include self-esteem, self-efficacy, altruism and vengeance; are also proposed to affect disengaged/negatively engaged behaviours. Originality/value This study is the first to specify the underlying reasons of negative customer engagement by establishing the conceptual linkages between negative disconfirmation, justice and negative customer engagement via the mediating role of customer outrage. Further, customer resources are used to understand disengaged/negatively engaged behaviours. In doing so, this study views negative customer engagement from the perspective of a customer’s internal response to the trigger experience, rather than the experience itself. Thus, this study contributes to literature on customer engagement by developing a conceptual framework that illustrates the underlying cognitive and affective responses that drive negative customer engagement behaviours.

scholarly journals The role of subnational cultural value on animosity: the China-South Korea THAAD crisis

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jeoung Yul Lee ◽  
Joong In Kim ◽  
Alfredo Jiménez ◽  
Alessandro Biraglia
Keyword(s):  
Cultural Differences ◽  
Purchase Intention ◽  
Quality Evaluation ◽  
Cultural Distance ◽  
Cross Cultural ◽  
Chinese Consumers ◽  
Content Type ◽  
Cross Cultural Differences ◽  
The Relationship

PurposeThis study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses on the case of the US THAAD missile defense system deployment in South Korea (hereafter, Korea) and investigates how the resulting Chinese consumers' animosity affects their quality evaluation of, and purchase intention toward, Korean cosmetics.Design/methodology/approachThis study utilizes a quantitative approach based on a survey and structural equation modeling. The sample comprises 376 Chinese consumers from 19 Chinese regions.FindingsThe results indicate that both stable and situational animosities are negatively associated with purchase intention toward Korean cosmetics. However, their effects on quality evaluation are different. While stable animosity is negatively related to product quality evaluation, situational animosity has no such negative association. Finally, the cultural distance between Chinese regions and Korea strengthens the negative relationship between stable and situational animosities and purchase intention.Research limitations/implicationsThe study contributes by better unraveling the effects of stable and situational animosities on perceived product quality. The empirical context is unique because it allows the authors to investigate the relationship between Chinese antagonism toward the THAAD deployment in Korea and Chinese consumers' stable and situational animosities in terms of their quality evaluation of, and purchase intention toward, imported Korean cosmetics. Hence, this study contributes to the literature on consumer animosity by empirically testing the moderating effect of within- and cross-country cultural distance on the relationship between stable and situational animosities and purchase intention.Practical implicationsThe study has relevant practical implications, notably for Korean exporters' marketing management and within- and cross-cultural management. The results suggest that countermeasures are needed because Chinese consumers' stable and situational animosities are negatively related to their purchase intention toward Korean cosmetics. Moreover, the findings provide the insight that when foreign firms export culture-sensitive products to a large, multicultural country, their managers should pay attention to within- and cross-cultural differences simultaneously.Originality/valuePrevious studies have shown that the effects of animosity on product evaluation and purchase intention differ depending on the animosity dimension, product type, country and the situation causing animosity, among others. However, the existing literature on animosity has neglected the reality that within-cultural differences in a single large emerging market are relevant to explaining the concept of animosity and its effect on the purchase intention toward culture-sensitive products. Furthermore, none of the animosity studies have touched on the important moderating role of within- and cross-cultural differences between a large and multicultural importing country and a brand's home country in this manner. Therefore, the study fills this gap by empirically examining whether different moderating effects of stable and situational animosities exist for a specific conflict situation caused by a military issue and investigates the causes of these different effects.

Understanding the Role of CSR, Chinese Values, and Personality on the Relationship Between Consumers' Choice of Green Hotel and WOM in China

2020 ◽  
pp. 45-59
Author(s):  
Jennifer H. Gao
Keyword(s):  
Word Of Mouth ◽  
Developed Countries ◽  
Future Research ◽  
Chinese Consumers ◽  
Chinese Values ◽  
Green Hotel ◽  
Corporate Social ◽  
The Relationship ◽  
Green Hotels

People have been increasingly aware of environmental protection. The green hotel is quite popular in developed countries, but there is limited research about green hotels in China. This study investigated Chinese consumers' perception toward green hotels, and the factors that influenced their choice of a green hotel, and the factors predicted their word-of-mouth after a purchase experience. Data was collected from 354 respondents. The results revealed that corporate social responsibility, Chinese values, and two personality traits (i.e., responsibility and self-consciousness) were significant predictors of consumers' choice of a green hotel. Word of mouth was also significantly influenced by Chinese values, responsibility, and consumers' choice of a green hotel. Discussion, implications, and future research opportunities were presented.

The role of retailers during brand scandals: insights from a case study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunaina Kapoor ◽  
Saikat Banerjee ◽  
Paola Signori
Keyword(s):  
Consumer Attitude ◽  
Theory Approach ◽  
Exploratory Research ◽  
Content Type ◽  
Health Related ◽  
Brand Perception ◽  
Grounded Theory Approach ◽  
Depth Interviews

PurposeThe role of retailers in influencing consumer attitude during a brand scandal is quite complex, as retailers are in direct contact with both marketers and consumers. The purpose of the exploratory research is to propose a theoretical model to capture the influences retailers exercise on consumers during brand scandals.Design/methodology/approachA qualitative approach has been adopted in the study. The study employs the grounded theory approach on the data collected by conducting in-depth interviews with 25 retailers.FindingsFour contextual conditions and six behavioral antecedents of the retailer's role in the context of the brand scandal were identified. Then, the study finds that companies tend to follow two broad approaches during a brand scandal to address retailers' queries and apprehensions. On these bases, the study proposes a six-pronged typology to better understand retailers' role in shaping consumers' brand perception.Originality/valueExisting literature has not paid adequate attention to this aspect of retailers' role in influencing consumer choices during brand scandal. To the best of the authors' knowledge, there is no prior research which investigates the role and influence of retailers in shaping consumer attitude during brand scandals. It is important to underline that the current research advocates retailers' significant role during a performance-based brand scandal. Specifically, the authors explored a health-related defective scandal of a well-known food brand. In addition, the study focuses on traditional grocery retailers, which already have special relationships with their consumers. Based on retailer perspectives, the authors' contribution is also updating the discussion of branding theory in case of scandals. The identified variables and constructs may be used for empirical investigation on the role of retailers in shaping consumer attitudes toward the scandalized brand.

scholarly journals Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism

2014 ◽  
Vol 15 (2) ◽  
pp. 30-46 ◽  
Author(s):  
Yue Meng-Lewis ◽  
Des Thwaites ◽  
Kishore Gopalakrishna Pillai
Keyword(s):  
Positive Relationship ◽  
Olympic Games ◽  
Chinese Consumers ◽  
Beijing Olympic Games ◽  
Consumer Ethnocentrism ◽  
Managerial Implications ◽  
The Relationship ◽  
Domestic Companies ◽  
Significant Mediator

This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product judgement. Findings reveal that event involvement mediates the positive relationship between consumer ethnocentrism and attitudes towards the domestic sponsor. Attitudes towards foreign sponsors are found to be a significant mediator in the relationship between consumer ethnocentrism and judgements of the sponsors' products. Theoretical and managerial implications are discussed.

The role of behavioral, normative, and control beliefs in the consumption of Australian products and services by Chinese consumers

2010 ◽  
Vol 18 (4) ◽  
pp. 206-213 ◽  
Author(s):  
Joanne R. Smith ◽  
Shuang Liu ◽  
Peter Liesch ◽  
Cindy Callois ◽  
Ren Yi ◽  
...  
Keyword(s):  
Control Beliefs ◽  
Chinese Consumers ◽  
And Control
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