Cometh self-image congruence: a cross-cultural study

2017 ◽  
Vol 29 (3) ◽  
pp. 538-552 ◽  
Author(s):  
Shih-Tung Shu ◽  
Stephen Strombeck
Keyword(s):  
South Korea ◽  
Brand Preference ◽  
Research Subjects ◽  
Content Type ◽  
Global Brands ◽  
Product Categories ◽  
Self Image ◽  
Image Congruence ◽  
Asian Consumers ◽  
Cultural Similarity

Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC) mediates the effect of consumer ethnocentrism (CE) on local brand preference (LBP). Design/methodology/approach This study empirically tested the proposed mediation model across three countries (Taiwan, South Korea and Japan) using ten brands from two very different product categories (beer and personal computers). Research subjects were randomly selected and placed into one of four groups for each of these countries. Subjects in these groups were asked to compare well-known domestic and global brands which were either culturally similar or culturally dissimilar. Findings CE significantly impacted LBP among Taiwan, South Korea and Japan college-aged consumers but this impact was limited. SIC, however, had a powerful influence on LBP for these consumers. The cultural similarity and relative necessity of brand choices had almost no effect on the results. Research limitations/implications Researchers and practitioners need to more fully understand the contingencies Asian consumers use in selecting local brands. Under some scenarios, CE may not be a reliable predictor of local brands preference. Originality/value This is one of the first studies to demonstrate the influential role of SIC among consumers from collectivistic cultures.

Online service or virtual community? Building platform loyalty in reward-based crowdfunding

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunghan Ryu ◽  
Ayoung Suh
Keyword(s):  
Sense Of Belonging ◽  
Virtual Community ◽  
Theoretical Background ◽  
Service Satisfaction ◽  
Content Type ◽  
Individual Level ◽  
Performance Variables ◽  
Self Image ◽  
Community Influences ◽  
Image Congruence

PurposeThis study examines how individual contributors' evaluation of the two aspects in reward-based crowdfunding—service and community—influences the formation of platform loyalty. It also seeks to determine the conditions under which the evaluation is positive.Design/methodology/approachWe collaborated for data collection with two reward-based crowdfunding platforms in South Korea that primarily promote crowdfunding campaigns in the creative domains. We combined the survey data collected from 578 contributors and campaign data from the platforms, empirically examining the formation of platform loyalty and its antecedents.FindingsThe results suggest that service satisfaction with a platform and a sense of belonging to it are positively associated with platform loyalty. We also found that an individual contributor's self-image congruence with the crowdfunding platform is positively associated with service satisfaction and a sense of belonging, while the experience of greater campaign success moderates the relationship in different ways.Research limitations/implicationsThis study contributes to the crowdfunding literature by establishing a theoretical background for understanding reward-based crowdfunding platforms, which combine service and community. It also extends the scope of the literature on crowdfunding by examining the role of platform loyalty at the platform level.Practical implicationsThe results suggest that service and community are both critical for building a sustainable crowdfunding platform. Platform operators are expected to provide high-quality services and foster a sense of community. Identifying and developing contributors with higher self-image congruence with the platforms is essential.Originality/valueWhile previous literature on reward-based crowdfunding has focused on individual contributor- and campaign-level analyses, platform-level knowledge is lacking. This study is among the first to focus on platform loyalty of individual contributors toward reward-based crowdfunding platforms. Moreover, we use both individual-level perception and campaign-level performance variables to examine the formation of platform loyalty.

Beyond reach: an extended model of global brand effects

2019 ◽  
Vol 36 (5) ◽  
pp. 647-674 ◽  
Author(s):  
Timo Mandler
Keyword(s):  
Product Category ◽  
Extended Model ◽  
Content Type ◽  
Global Brands ◽  
Brand Evaluations ◽  
Product Categories ◽  
Positive Effects ◽  
Global Brand ◽  
Negative Effect ◽  
Brand Effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ho Yeol Yu ◽  
G. Matthew Robinson ◽  
DongHun Lee
Keyword(s):  
Consumer Behavior ◽  
Product Quality ◽  
Equation Modeling ◽  
Content Type ◽  
Self Image ◽  
Sport Industry ◽  
Image Congruence ◽  
Perceived Product Quality ◽  
Image Fit ◽  
The Impact

PurposeThis study was conducted to examine the effect of co-branding, a brand partnership tactic involving two or more brands, on consumer behavior within the sport industry. As such, the primary aim was to examine differences regarding consumers' perceptions of self-image congruence and perceived product quality when considering solo-branding and co-branding conditions. Further, under the co-branding condition, relationships among consumers' self-image congruence, perceived product quality, image fit, product evaluation and purchase intention were investigated.Design/methodology/approachA scenario-based quasi-experiment consisting of hypothetical co-branding initiatives between existing brands was conducted.FindingsResults from a repeated multivariate analysis of variance (MANOVA) indicated that consumers' symbolic and functional perceptions of co-branding as well as evaluations were statistically higher than in the solo-branding condition. Additionally, structural equation modeling indicated positive relationships between consumers' symbolic and functional perceptions, image fit, evaluation and behavior intention.Originality/valueThis study is one of the first papers to investigate the impact of co-branding on consumers within the sport industry and provides evidence of the positive impact of co-branding strategies on consumer behavior within the sport industry.

Loyal Customer Behaviors: Identifying Brand Fans

2018 ◽  
Vol 46 (8) ◽  
pp. 1285-1303 ◽  
Author(s):  
Seong Ho Lee ◽  
Kyung Sik Jung
Keyword(s):  
Cluster Analysis ◽  
South Korea ◽  
Analysis Of Variance ◽  
Brand Loyalty ◽  
Business Administration ◽  
Marketing Program ◽  
Self Image ◽  
Loyal Customer ◽  
Image Congruence ◽  
Article Study

Using concepts of self-image congruence and involvement, we investigated whether existing customers can be considered brand fans and, if so, how to determine the behavior of brand fans in various situations. Participants were 180 students in a business administration marketing program in South Korea with strong brand loyalty. Cluster analysis was conducted using a 2 (high vs. low self-image congruence) × 2 (high vs. low involvement) analysis of variance and paired t tests were used to identify brand fans through fanship and switching intentions (Study 1). Then we investigated how participants' minds changed after being exposed to a negative article (Study 2) and a competitor's aggressive marketing (Study 3). We found that fans do exist for commercial brands and that, as assumed, image congruence and involvement are critical constructs. These results suggest that consideration of image congruence and involvement is necessary for businesses to secure and foster brand fans.

The influences of cultural values on the cultural product trade: evidence from China, Japan and Korea

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiaqi Zhou ◽  
Zhibin Zhou
Keyword(s):  
International Trade ◽  
South Korea ◽  
Cultural Dimensions ◽  
Cultural Dimension ◽  
Long Distance ◽  
Cultural Goods ◽  
Cultural Products ◽  
Content Type ◽  
Singh Index ◽  
Cultural Similarity

Purpose International trade flows of cultural goods have grown noticeably in the past few decades and the development of cultural products trade has been an important issue in the international business field. Therefore, this study aims to explore how per capita gross domestic product, distance, culture, Internet penetration and other factors affect the trade of cultural products. Design/methodology/approach The paper focuses on the international trade in cultural goods of China, Japan and Korea with other countries. To analyze the essential reason, the study has applied the classical gravity model along with variables, which mainly represent global connectedness to investigate which variables have the most impact on trade in cultural products. Findings The result shows that in terms of China, cultural similarity boosts the volume of trade volume with other countries, however, for South Korea and Japan, cultural similarity does not have a significant impact. On top of cultural similarity, individual cultural value dimension differences between countries show mixed results for each country and their directions of trade. Global connectedness, on the other hand, is not congruent with the general expectations of previous studies. Research limitations implications Due to the limited time for data collection, the research was done with a relatively small country list with a limited number of cultural good items. Second, the Kogut and Singh index is one of the most popular measures based on cultural dimension deviation. It is based on the Euclidean calculation method used by most scholars but some scholars believe that the Euclidean method has some shortcomings. Third, the authors do not actively promote robust testing after regression analysis this work would be carried out in the future. Finally, using the four basic cultural dimensions proposed by Hofstede in 1980 may be another limitation. Practical implications First, the authors should further promote the establishment of the China-Japan-South Korea Free Trade Area. The three countries should formulate special policies to favor the trade of cultural products and support the development of the cultural industry. Additionally, the three sides should also set up a joint research center to explore the issue of improving the international competitiveness of cultural products trade and find common solutions. And the three countries should further open their doors within the reasonable range, relax the restrictions on tourism and trade visas. Originality/value The analysis provides some different results as the previous papers. Distance variables show positive effect on trade which defines that long distance between countries do no matter on trade in cultural goods. Moreover, the variables of tourism receipt shows that global connectedness positively effects on trade. The cultural variables of the KS composite index show opposite result with the conventional logic which advocates that cultural dissimilarity enhances trade in cultural goods.

Analyzing media types and content orientations in Facebook for global brands

2015 ◽  
Vol 9 (1) ◽  
pp. 4-30 ◽  
Author(s):  
Dae-Hee Kim ◽  
Lisa Spiller ◽  
Matt Hettche
Keyword(s):  
Social Media ◽  
Consumer Response ◽  
Message Content ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Product Categories ◽  
Media Type ◽  
Media Message ◽  
Facebook Pages

Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares). Findings – Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation. Practical implications – Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction. Originality/value – This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

Style before substance? Building loyalty through marketing communication congruity

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1332-1352 ◽  
Author(s):  
Orie Berezan ◽  
Anjala Selena Krishen ◽  
Sarah Tanford ◽  
Carola Raab
Keyword(s):  
Structural Equation ◽  
Information Quality ◽  
Equation Model ◽  
Communication Style ◽  
Communication Model ◽  
Marketing Communication ◽  
Loyalty Program ◽  
Content Type ◽  
Self Image ◽  
Image Congruence

Purpose Because communication channels are inherently unique, they may differentially affect customers depending on their preferred communication style. Therefore, the information that firms provide might not have the intended effect, which is to increase program loyalty. The purpose of the current study is to present a marketing communication model that focuses on promoting program loyalty via self-congruity with the communication style of information channels. Design/methodology/approach The study introduces a self-congruity theory-based structural equation model, which is validated through an online sample of 575 respondents. The model begins with communication style and investigates its impact on satisfaction and loyalty in relation to hotel loyalty program members. Findings The model confirms that different forms of communication have varying levels of relevance to program loyalty. Communication style, information quality, self-congruity and satisfaction are all significant predictors of program loyalty. Practical implications Management can cultivate a community of loyal program members through the recognition of self-image congruence and its relationship with communication style, along with a solid understanding of target markets. Originality/value Despite the apparent influence that communication has on loyalty, very little research evaluates the typologies (firm-created and customer-created), dimensions (electronic and in-person) and attributes of information in terms of their effects on program loyalty.

scholarly journals The connection between self-image congruence and brand preference for store brands: a study in Portugal

2015 ◽  
Vol 4 (1) ◽  
pp. 22 ◽  
Author(s):  
Doru Postica ◽  
António Cardoso
Keyword(s):  
Brand Choice ◽  
Past Research ◽  
Self Concept ◽  
Survey Method ◽  
Store Brands ◽  
Brand Preference ◽  
Self Image ◽  
Image Congruence ◽  
The Individual ◽  
Typical Consumer

When examining consumer behavior, self-image, brand image and their congruity are some of the drivers. Past research assumed and then successfully proved these concepts to impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of the research is to study the self-concept and its relation to brand preference. A comparison will be made between store brands PingoDoce and Continente. Data were collected through survey method. The perceptions of 34 respondents about their own traits, the traits of a typical consumer of the store brandand brand preference for them were obtained. Examinations were made regarding the relationships between variables mentioned above. The findings suggest there are no significant differences between how store brands Continente and PingoDoce are perceived by consumers according the attribute ratings. Brand preference was very similar for both brands, which did not allow the test of whether the individual will prefer a brand which is perceived by him to be more rather than less similar to his own self-concept.

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