Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode

2022 ◽  
Vol 141 ◽  
pp. 137-150
Author(s):  
Maleeha Shahid Sameeni ◽  
Wasim Ahmad ◽  
Raffaele Filieri
Keyword(s):  
Consumer Responses ◽  
Post Purchase ◽  
Moderating Role

scholarly journals Consumer Responses to Explicit Sexual Stimuli in Advertising: Artistic vs Provocative Style

2017 ◽  
Vol 11 (1) ◽  
pp. 102
Author(s):  
Marcello Tedeschi ◽  
Beatrice Luceri ◽  
Sabrina Latusi ◽  
Donata Tania Vergura ◽  
Cristina Zerbini
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Emotions ◽  
Communication Effectiveness ◽  
Consumer Responses ◽  
Sexual Stimuli ◽  
Sexual Appeal ◽  
Consumer Perspective ◽  
Moderating Role

This study extends prior research on sexual appeal advertising by developing a model of consumer responses to explicit sexual stimuli conveyed through different expressive styles (artistic versus provocative). A between-subjects experimental design (N=369) was conducted. The theoretical model includes ad-, brand- and behaviour-related variables. Structural equation modelling was used to estimate the hypothesized relationships.Findings reveal that the use of an artistic format stimulates a better response than the use of images in merely provocative poses. From a female consumer perspective, all paths were positive and significant when exposed to the artistic nudity stimuli, with the only exception of the positive emotions-purchase intention relationship. Results suggest a moderating role of the mode of representing sexual images on attitude-intention relationships. From a male consumer perspective, the response was similar, but any effect was present between attitude towards the advertisement and purchase intention. Support was found for a moderating influence of expressive styles on positive emotion-attitude towards the brand relationship.The paper sheds new lights on the way explicit sexual stimuli can be represented, offering a contribution to improving the communication effectiveness of products and brands that exploit sexual stimuli.

Consumer responses to characteristics of price-matching guarantees: The moderating role of price consciousness

2007 ◽  
Vol 83 (2) ◽  
pp. 211-221 ◽  
Author(s):  
Monika Kukar-Kinney ◽  
Rockney G. Walters ◽  
Scott B. MacKenzie
Keyword(s):  
Consumer Responses ◽  
Price Matching ◽  
Price Consciousness ◽  
Moderating Role

scholarly journals Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses

2020 ◽  
pp. 91-108
Author(s):  
Cesare Amatulli ◽  
Matteo De Angelis ◽  
Carmela Donato
Keyword(s):  
Theory And Practice ◽  
Consumer Responses ◽  
Willingness To Buy ◽  
Abstract Language ◽  
Concrete Language ◽  
Moderating Role

The present research considers the effect of using relatively more abstract versus concrete language on consumers' attitudes toward a luxury product and their willingness to buy it. More specifically, the present research investigates the moderating role of brand prominence on the effect of using abstract versus concrete language on consumers' responses. The results of two experiments demonstrate that abstract language leads to higher product attitude and willingness to buy compared to concrete language when brand prominence is low but not when it is high. Implications of this research for theory and practice as well as its limitations are discussed.

Consumer Responses to Perceived Telepresence in the Online Advertising Environment: The Moderating Role of Involvement

2004 ◽  
Vol 4 (1-2) ◽  
pp. 137-162 ◽  
Author(s):  
Christopher D. Hopkins ◽  
Mary Anne Raymond ◽  
Anu Mitra
Keyword(s):  
Online Advertising ◽  
Consumer Responses ◽  
Moderating Role

scholarly journals Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation

2020 ◽  
Vol 12 (20) ◽  
pp. 8338
Author(s):  
Anran Zhang ◽  
Alex Scodellaro ◽  
Bo Pang ◽  
Hui-Yi Lo ◽  
Zhengliang Xu
Keyword(s):  
Corporate Reputation ◽  
Consumer Attitudes ◽  
Consumer Perceptions ◽  
Future Research ◽  
Consumer Responses ◽  
Cause Related Marketing ◽  
Positive Attitudes ◽  
And Behavior ◽  
Moderating Role

In cause-related marketing (CRM) programs, the fit between the cause and brand is an important factor influencing consumer perceptions and behavior. However, the literature demonstrates that there is disagreement regarding the effect of cause–brand fit on consumer responses with varying corporate reputation. This study aims to examine the influence of cause–brand fit on consumer attitudes, attributed company motives, and the moderating role of corporate reputation. With a two (fit: high/low) by three (reputation: low/medium/high) experimental study, we reveal that consumers hold positive attitudes toward companies that engage in CRM campaigns. The effect of cause–brand fit on consumer-attributed company motives is moderated by corporate reputation. For low-reputation companies, a high cause–brand fit CRM campaign resulted in consumers attributing more negative motives to companies than low-fit campaigns. The opposite was true for medium-reputation companies. Meanwhile, high-reputation companies with a high cause–brand fit elicit greater value-driven attributed motives from consumers than other motives. Recommendations for implementing CRM programs and for future research are discussed.

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