“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

2014 ◽  
Vol 4 (1/2) ◽  
pp. 87-100 ◽  
Author(s):  
Carsten Baumgarth
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Brand Identification ◽  
Brand Attachment ◽  
Content Type ◽  
Cultural Sector ◽  
Visitor Survey ◽  
Practical Implications ◽  
Modelling Approach

Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from the classical brand research on the cultural sector. This model is tested by a visitor survey for an independent theatre and the soft modelling approach PLS. Findings – Brand attitude and brand attachment explain similar simple types of consumer behaviour in the cultural and arts context. However, most difficult visitors’ behaviour like volunteering or demonstration is only explained by brand attachment. Practical implications – Cultural manager should consider brand attachment as an additional construct in classical visitor surveys. Furthermore, cultural manager should develop and implement measures for increasing the brand attachment via a higher level of brand identification and brand prominence. Originality/value – This paper is the first research, which integrates the construct brand attachment in the cultural sector. Furthermore, the distinction between different categories of visitors’ behaviour is new and fruitful for further brand research in the cultural sector. Finally, the discussed measures for improving the brand attachment opens directions for further research.

E-recruitment and training comprehensiveness: untapped antecedents of employer branding

2019 ◽  
Vol 51 (2) ◽  
pp. 125-136 ◽  
Author(s):  
Sovanjeet Mishra ◽  
S. Pavan Kumar
Keyword(s):  
Design Methodology ◽  
Relevant Literature ◽  
Organisational Development ◽  
Training Process ◽  
Employer Branding ◽  
Conceptual Foundation ◽  
Content Type ◽  
And Training ◽  
Practical Implications ◽  
Modelling Approach

PurposeThe purpose of this paper is to highlight e-recruitment and training comprehensiveness as the untapped antecedents of employer branding (EB) in the relevant literature, which might enhance the employer’s knowledge and lead to organisational development.Design/methodology/approachThis study adopts an exploratory conceptual modelling approach based on the extant literature from 1964 to 2017 using the databases of Emerald, EBSCO, Scopus, Proquest, JSTOR and search engines such as Google Scholar to ensure the reliability of the literature.FindingsThis paper suggests that e-recruitment and training comprehensiveness might be the untapped antecedents of EB as compared to traditional recruitment and training process explored in earlier studies.Research limitations/implicationsThe viewpoint can be further refined through academic conceptualisation and empirical validation.Practical implicationsThis paper lays a conceptual foundation in the emerging area of EB. Ideas expressed herein can be approached by academicians.Originality/valuePast studies have not explored e-recruitment and training comprehensiveness as the antecedents of EB. This work provides knowledge that candidly contributes to the conceptualisation of e-recruitment and training comprehensiveness. Further, this research has the potential to help academicians to understand the antecedents of EB leading to organisational development.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Surprise! We changed the logo

2016 ◽  
Vol 25 (3) ◽  
pp. 239-246 ◽  
Author(s):  
Julien Grobert ◽  
Caroline Cuny ◽  
Marianela Fornerino
Keyword(s):  
Design Methodology ◽  
Current Model ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Values ◽  
The Impact ◽  
A Company ◽  
Practical Implications

Purpose This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

In-game advertising: the role of newness congruence and interactivity

2020 ◽  
Vol 24 (2) ◽  
pp. 213-230
Author(s):  
Devika Vashisht ◽  
HFO Surindar Mohan ◽  
Abhishek Chauhan
Keyword(s):  
Design Methodology ◽  
Brand Attitude ◽  
Online Media ◽  
Content Type ◽  
Cognitive Elaboration ◽  
Brand Recall ◽  
Management Students ◽  
The Impact ◽  
Practical Implications

Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.

Exploring determinants of brand extension attitude to promote optimal levels of movement among children and youth

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexander Lithopoulos ◽  
Peter A. Dacin ◽  
Mark S. Tremblay ◽  
Amy E. Latimer-Cheung
Keyword(s):  
Design Methodology ◽  
Strong Predictor ◽  
Brand Extension ◽  
Health Impact ◽  
Brand Attitude ◽  
Light Physical Activity ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Content Type ◽  
Practical Implications

Purpose Some health behaviour promotion organizations are interested in promoting multiple behaviours to increase their health impact on a population. However, many of these organizations are better known for promoting only certain behaviours. The purpose of this study is to examine responses to an organization with a narrow brand (i.e. ParticipACTION) in its promotion of the different recommended movement-related behaviours (i.e. sleep, limited sedentary behaviour [SB], light physical activity [PA] and moderate to vigorous PA) to children. Potential brand-related determinants of attitude towards promotion of each behaviour (i.e. extension attitude) were specifically examined. Design/methodology/approach Data were collected in 2017 using an online cross-sectional survey. Canadian parents with at least one child 5–12 years of age (N = 109) were recruited through online advertisements and word-of-mouth. One multiple regression per behaviour was conducted. Extension attitude was the dependent variable and brand attitude, fit and the interaction between brand attitude and fit were the predictors. Findings For light and moderate PA, brand attitude was a strong predictor. For limited SB and sleep, fit was the dominant predictor. However, for light and moderate PA and limited SB, an interaction indicated that a positive brand attitude and the perception of high fit between the brand and the behaviour leads to the most positive extension attitude. Practical implications The findings suggest that movement promotion organizations should ensure parents have a positive brand attitude and have high perceptions of fit between the brand and the promoted behaviour. Originality/value This study provides the first evidence that determinants of brand extension attitude observed in the commercial domain also apply in the movement promotion domain. This research provides important information to organizations regarding how to effectively promote various behaviours when interested in expanding their usual repertoire.

Is it love or an identity crisis?

2015 ◽  
Vol 31 (6) ◽  
pp. 9-11
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Brand Names ◽  
Core Knowledge ◽  
Marketing Theory ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – There are several striking similarities between “brand love” and “brand attachment”. The politics of marketing theory are at work in keeping these constructs away from each other, the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms, and brand attachment and brand love are no more than the same core knowledge product offered under different brand names. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Analysis of barriers to sustainable tourism management in a protected area

2018 ◽  
Vol 25 (6) ◽  
pp. 1956-1976 ◽  
Author(s):  
Nidhi Yadav ◽  
Naresh Chandra Sahu ◽  
Dukhabandhu Sahoo ◽  
Devendra K. Yadav
Keyword(s):  
Protected Area ◽  
Design Methodology ◽  
Sustainable Tourism ◽  
Content Type ◽  
Tourism Management ◽  
Tourism Sector ◽  
Practical Implications ◽  
Indian Scenario ◽  
Modelling Approach

PurposeThe purpose of this paper is to explore the barriers to sustainable tourism management (STM) implementation in a protected area (PA) of a developing country, India, by taking a case study of National Chambal Sanctuary (NCS).Design/methodology/approachThis study develops a framework to analyse the interaction among a set of barriers of STM using the interpretive structural modelling approach.FindingsIn this study, 16 relevant barriers responsible for the failure of STM in Indian scenario have been selected. The lack of coordination among various stakeholders and the lack of government incentives are found as the most significant barriers among the selected barriers of STM implementation in the sanctuary.Research limitations/implicationsThis study provides most influencing barriers and how these barriers hinder the sustainability efforts in NCS. The study’s main limitation is its generalisation. The problems in implementing sustainable practices may differ with the region.Practical implicationsThis study provides strong practical inferences to both practitioners as well as academicians. The practitioners are suggested to focus on identified barriers and formulating strategies to achieve sustainability in the tourism sector. Academicians may propose the solutions and necessary interventions for identified barriers.Originality/valueIdentification and presentation of barriers to STM implementation in the context of a PA are rare to find in literature.

Capturing experiences as they happen: diary data collection for social marketing

2015 ◽  
Vol 5 (4) ◽  
pp. 307-323 ◽  
Author(s):  
Suzan Burton ◽  
Paul Nesbit
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Consumer Behaviour ◽  
Content Type ◽  
Face To Face ◽  
Diary Data ◽  
Self Reports ◽  
Novel Method ◽  
Practical Implications ◽  
Insight Into

Purpose – This study aims to show how diary-style voice recordings can be used to provide social marketers with greater insights into the influences on behaviour than those obtained from interviews. Diary data have the potential to provide deeper insight into the causes of behaviour than can be obtained from retrospective interviews or surveys. Design/methodology/approach – Data were collected from 31 smokers and attempting quitters exploring their attributions for smoking and cigarette purchase, using both face-to face interviews and event-contingent voice recordings over a four-day period, with participants asked to make a recording whenever they were tempted to smoke or buy cigarettes. Findings – Voice recordings provided additional insights into the influences on smoking and cigarette purchase compared to face-to-face interviews. In particular, voice recordings appeared to provide insight into prompts for purchase and smoking that were not recalled during interviews, and, for some respondents, gave them greater control over unwanted behaviour. Research limitations/implications – The study relies on participants’ self-reports, and individuals may be unaware of some of the influences on their behaviour. Practical implications – The study shows that voice-recordings offer a novel method of obtaining insight into subtle influences on consumer behaviour that are insufficiently salient to be recalled in retrospective interviews. Originality/value – The study shows the value of voice recordings for providing near-real-time insights into triggers for different behaviours, and offers potential for extending the method into other areas of social marketing.

The Islamic theory of consumer behaviour for ijarah home financing

2019 ◽  
Vol 13 (4) ◽  
pp. 672-693 ◽  
Author(s):  
Hanudin Amin
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Partial Least Square ◽  
Least Square ◽  
Content Type ◽  
Future Studies ◽  
Practice Gap ◽  
Theory Practice Gap ◽  
Practical Implications

Purpose This study aims to examine the factors that determine consumer behaviour of ijarah home financing using the Islamic theory of consumer behaviour (ITCB). In particular, the specific contract used is al-ijarah muntahia biltamleek. Subsequently, the term al-ijarah muntahia biltamleek home financing is used throughout the paper. Design/methodology/approach Drawing upon the ITCB, the present study examines patronage factors for al-ijarah muntahia biltamleek home financing. This study’s data were drawn from valid 409 usable questionnaires. Findings Partial least square results suggest that the role of iman, Islamic mortgage support and maqasid consumer index are significantly related to consumer behaviour. In turn, consumer behaviour is instrumental in determining religious satisfaction. Research limitations/implications Two limitations were observed that provide direction for future studies. Firstly, the current study is only tested in one particular Islamic home financing product that may explain why the generalisation is an issue. Secondly, the theory is still in its infancy stage, which, of course leads to some criticisms pertinent to its parsimony and applicability to other settings. Despite these limitations, however, this study aims to suggest a so-called Islamic model of factors that can explain consumer behaviour of a particular Islamic home financing product. In particular, scrutinising the product acceptance from the context of the ITCB can open a new debate in this area. Practical implications This study indeed reduces the theory–practice gap by suggesting new indicators that are workable to improve consumers’ positive perception of Islamic home financing. Given the results obtained, the ITCB provides a better prediction for consumer behaviour of al-ijarah muntahia biltamleek home financing. Originality/value This study expands the applicability of the ITCB to include al-ijarah muntahia biltamleek home financing.

The pervasive power of bespoke internal branding

2020 ◽  
Vol 28 (3) ◽  
pp. 5-7
Keyword(s):  
Generation X ◽  
Design Methodology ◽  
Reading Time ◽  
Personal Characteristics ◽  
Brand Identification ◽  
Internal Branding ◽  
Content Type ◽  
Pertinent Information ◽  
Organizational Tenure ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper confirms that tailored internal branding activity drives the brand identification of employees, since employees respond to internal branding efforts differently depending on their personal characteristics. The results specifically reveal that a shorter organizational tenure translates to internal branding having a greater impact, particularly in the case of Generation X employees. Furthermore, Generation X employees were found to have a more elevated sense of brand identification and loyalty to their employing organization than the millennial age employee, since the latter tends to manage their career path more dispassionately like a financial asset. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Sign in / Sign up

Export Citation Format

Share Document