The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

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Customers’ relationship maintenance and loyalty intentions after a brand transgression: a moderated mediation approach

Journal of Strategic Marketing ◽

10.1080/0965254x.2021.1971283 ◽

2021 ◽

pp. 1-25

Author(s):

Shubhomoy Banerjee ◽

Sunitha Ratnakaram ◽

Amanish Lohan

Keyword(s):

Moderated Mediation ◽

Relationship Maintenance ◽

Brand Transgression ◽

Loyalty Intentions

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Exploring lack of closure as a brand transgression

Journal of Consumer Marketing ◽

10.1108/jcm-07-2020-3937 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Jacqueline Burgess ◽

Christian Jones

Keyword(s):

Brand Equity ◽

Thematic Analysis ◽

Design Methodology ◽

Word Of Mouth ◽

Brand Management ◽

Negative Word ◽

Television Series ◽

Content Type ◽

Brand Transgression ◽

Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

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Delivering warmth and expediting love: just-in-time CSR in the midst of COVID-19 mega disruption

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-05-2021-0678 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Zhiwei (CJ) Lin ◽

IpKin Anthony Wong ◽

Shuyi Kara Lin ◽

Yun Yang

Keyword(s):

Well Being ◽

Research Problem ◽

Media Analysis ◽

Just In Time ◽

Business Practices ◽

Socially Responsible ◽

Content Type ◽

Brand Resonance ◽

Corporate Social ◽

Crisis Responses

Purpose This study aims to move beyond the current understanding of corporate social responsibility (CSR) to propose the concept of just-in-time (JIT) CSR as a metaphor that reflects hospitality operators’ endeavors to expedite socially responsible measures to both internal and external organizational stakeholders during times when functional and emotional supports are urgently needed. Design/methodology/approach This research used a qualitative approach in two studies. Study 1 engaged a media analysis to better grasp the knowledge of the research problem at hand. Study 2 involved interviews from stakeholders to assess their emotions and perceptions of meanings of major contents discerned from the first study. Findings This research highlights a process in which operators’ CSR practices (e.g. for business practices, for organizational strategy and for stakeholder well-being) during the COVID-19 crisis are imbued with connotative meanings (e.g. place-as-safety, place-as-partnership and place-as-warmth) that ultimately give shape to three core outcomes (e.g. individual rejoinder, brand resonance and societal resilience). Research limitations/implications While JIT CSR is not an antidote for all devastations caused by COVID-19, it is posited as a needed mechanism that operators could use to ameliorate the situation and to go beyond their own stake to bring a broader array of societal benefits to humanity. Originality/value This research underscores how hospitality operators expedite crisis responses to the pandemic, and how their societal objectives transform the image of a place from a commercial venue into a place imbued with meaning associated with safety, partnership and warmth.

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Modeling brand resonance score (BRS) – an application in financial services

Journal of Modelling in Management ◽

10.1108/jm2-10-2016-0088 ◽

2018 ◽

Vol 13 (1) ◽

pp. 119-136 ◽

Cited By ~ 1

Author(s):

Ande Raja Ambedkar ◽

Punniyamoorthy Murugesan ◽

N. Thamaraiselvan

Keyword(s):

Mutual Fund ◽

Financial Services ◽

Structural Equation ◽

Analytic Network Process ◽

Equation Modeling ◽

Service Firms ◽

Content Type ◽

Fund Managers ◽

Network Process ◽

Brand Resonance

Purpose The experts in industry and academicians value brand resonance is the prerequisite factor in the firms of financial services. In this regard, the purpose of this paper is to model the brand resonance score (BRS) for modified customer-based brand equity (CBBE) model in mutual fund financial services using structural equation modeling (SEM) and analytic network process (ANP). Design/methodology/approach Criteria and sub-criteria relative weights are calculated from the SEM and sub-sub-criteria relative weights are measured through pair-wise comparison matrix for BRS modeling using ANP approach. Findings The brand resonance using ANP has been quantified, and BRSs of each brand through brand judgments and brand feelings criteria are calculated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation. Research limitations/implications Interdependency between sub-criteria are not explored. This research study is specific to Indian bank mutual fund services context. Practical implications Research findings provide useful guidelines for fund managers/analysts of mutual fund service firms to improve the brand resonance to investors. Originality/value The paper explained modeling BRS using ANP technique which helps organizations quantify the brand resonance effectively.

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Corporate brand transgression and punishing the transgressor: moderation of religious orientation

Journal of Product & Brand Management ◽

10.1108/jpbm-01-2017-1388 ◽

2018 ◽

Vol 27 (2) ◽

pp. 221-234 ◽

Cited By ~ 3

Author(s):

Elif Karaosmanoglu ◽

Didem Gamze Isiksal ◽

Nesenur Altinigne

Keyword(s):

Religious Orientation ◽

Convenience Sample ◽

Corporate Brand ◽

Content Type ◽

Religious People ◽

Main Effect ◽

Liberal Economy ◽

Brand Transgression ◽

Scenario Technique ◽

Corporate Brands

Purpose With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach This study adopts a 2 × 2 experimental design to manipulate corporate brand transgression levels (mild vs severe) and religiosity orientations (intrinsically religious vs extrinsically religious) on a convenience sample of 134 subjects who live in Turkey, a country where Islam shapes religious context. It uses a scenario technique and projective approach. Findings While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity’s main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than their intrinsically religious counterparts regardless of the transgression severity levels. Research limitation/implications Although the study does not refer to any religion in particular, countries predominated by religions other than Islam may yield different consumer reactions. Future studies should focus on transgressions in such different settings. Practical implications Corporate brand transgressors should immediately take up good causes to attract the attention of intrinsically religious consumers. Otherwise, for the sake of showing off, extrinsically religious people may punish the transgressor for its intentional mistakes, which may harm corporate brand associations. Originality/value This study examines the link between religiosity and corporate branding. Unique in this way, it introduces religiosity as a valid contributor that can explain why some consumers do not punish corporate brand transgressors, especially in countries like Turkey where religiosity is intertwined with the developments in the liberal economy which led to the emergence of a new middle class.

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