The effects of consumer ethnocentrism and consumer animosity on perceived betrayal and negative word-of-mouth

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsiang-Ming Lee ◽  
Tsai Chen ◽  
Yu-Shan Chen ◽  
Wei-Yuan Lo ◽  
Ya-Hui Hsu
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Marketing Strategies ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Consumer Animosity ◽  
Subject Experiment ◽  
The Relationship ◽  
Positive Effect

PurposeThe purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).Design/methodology/approachThis study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data.FindingsThe results showed that if a brand violates the perception of fairness, ethnocentrism and animosity will have a positive effect on perceived betrayal. In addition, low consumer animosity revealed a significant consumer ethnocentrism effect and low ethnocentrism revealed a significant animosity effect, while the relationship between perceived betrayal and word of mouth is negative.Originality/valueThe current research adds to the understanding about how the reaction to a domestic brand's marketing strategies that are viewed as unfair and hurt the domestic consumers' expectations.

A memory theory perspective of consumer ethnocentrism and animosity

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1266-1285 ◽  
Author(s):  
Richard Lee ◽  
Kyung Tae Lee ◽  
Jianyao Li
Keyword(s):  
Episodic Memory ◽  
Marketing Strategies ◽  
Content Type ◽  
Memory Theory ◽  
Consumer Ethnocentrism ◽  
Consumer Animosity ◽  
Longitudinal Approach ◽  
The Relationship ◽  
With Memory ◽  
Practical Implications

Purpose This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer ethnocentrism and animosity on consumer boycott behaviour may vary over time and use the memory theory to explain these temporal differences. Design/methodology/approach Part 1 involved an experiment to demonstrate the relationship between consumer ethnocentrism/animosity and semantic/episodic memory. To determine the temporal characteristics of consumer ethnocentrism and animosity, Part 2 involved two quantitative surveys (one each in China and Japan), followed by another two surveys six months later. Findings Part 1 showed that consumer ethnocentrism and animosity were underpinned by semantic and episodic memory, respectively. Consistent with memory theory, Part 2 found that consumer ethnocentrism was temporally more stable than animosity. Consumer animosity influenced boycott behaviour during but not after the dispute, whereas consumer ethnocentrism influenced boycott behaviour during as well as the dispute. Finally, consumer ethnocentrism was antecedent to consumer animosity, siding with the relationship between semantic and episodic memory. Research limitations/implications Limited to two countries, both with collectivistic culture. A longitudinal approach over multiple phases would further enhance the robustness of the findings. Practical implications Understanding the psychological underpinning of consumer ethnocentrism and animosity would allow firms to develop effective marketing strategies to appeal to consumers’ ethnocentric and animosity dispositions. Originality/value The first study to examine the psychological underpinnings of consumer ethnocentrism and animosity by drawing on the memory theory.

Does involvement shapes consumers’ response to product failure?

2017 ◽  
Vol 29 (2) ◽  
pp. 283-304 ◽  
Author(s):  
Bahman Hamzelu ◽  
Ali Gohary ◽  
Salar Ghafoori Nia ◽  
Kambiz Heidarzadeh Hanzaee
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Product Failure ◽  
Content Type ◽  
Level Of Involvement ◽  
And Gender ◽  
The Relationship ◽  
Customer Reaction ◽  
Different Levels

Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers. Design/methodology/approach A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men. Originality/value To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.

Search effort and retail outcomes: the mediating role of search disconfirmation

2018 ◽  
Vol 35 (7) ◽  
pp. 698-708 ◽  
Author(s):  
Stephanie Gillison ◽  
Kristy Reynolds
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Content Type ◽  
Search Effort ◽  
Mediating Role ◽  
Managerial Implications ◽  
Survey Results ◽  
The Relationship

PurposeThe purpose of this paper is to investigate how shoppers’ expectations regarding the amount of search and disconfirmation of these search expectations affect outcomes of the shopping trip.Design/methodology/approachA survey of shoppers is used to test the proposed hypotheses.FindingsSurvey results indicate that search disconfirmation is conceptually distinct from but related to search effort and search regret. The results show that negative search disconfirmation mediates the relationship between search effort and shopper satisfaction, hedonic and utilitarian shopping value, choice confidence, search regret and negative word-of-mouth intent.Originality/valueThe findings underscore that search effort itself is not negative for shoppers. However, when search effort is perceived as excessive compared to shoppers’ expectations, negative retail outcomes can occur. Theoretical and managerial implications are discussed.

Exploring lack of closure as a brand transgression

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.

Guanxi orientation, value creation and value capture in buyer-supplier relationships: a dyadic perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lucy Sojung Lee ◽  
Weiguo Zhong
Keyword(s):  
Value Creation ◽  
Design Methodology ◽  
The Other ◽  
Matched Sample ◽  
Value Capture ◽  
Supplier Relationships ◽  
Content Type ◽  
Specific Investments ◽  
The Relationship ◽  
Positive Effect

Purpose This paper aims to investigate the importance and prevalence of Guanxi in business interactions in network-based societies such as China, few studies have the phenomenon from a dyadic view. In a business dyad, one partner may not value Guanxi and take it as a template for actions as the other does. Design/methodology/approach The authors propose that such collective and asymmetric Guanxi orientation influence both the creation and distribution of relational rent in a Guanxi dyad. Furthermore, relationship-specific investments (RSIs) moderate the relationship between dyadic Guanxi orientation and relational rent creation and distribution. Findings Based on a matched sample of supplier-buyer dyads in China, the authors find that joint Guanxi orientation is positively related to joint pie creation, whereas Guanxi orientation imbalance has a positive effect on the pie distribution imbalance. Originality/value These results contribute to the literature by revealing how dyadic Guanxi dynamics and practices affect dyadic performance and providing managers with meaningful implications for dyadic Guanxi management.

Islamic banking selection criteria: a multi-ethnic perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Noradilah Abdul Hadi ◽  
Mohd Rizal Muwazir
Keyword(s):  
Design Methodology ◽  
Banking Industry ◽  
Descriptive Analysis ◽  
Banking System ◽  
Marketing Strategies ◽  
Islamic Banking ◽  
Content Type ◽  
Selection Factors ◽  
The Relationship ◽  
Further Development

Purpose The purpose of this paper is to examine selection factors among multi-ethnic customers in Malaysian Islamic banking industry. The information is important to reinforce the argument that ethnicity could become significant factor in determining customer behaviour. Design/methodology/approach This study uses quantitative approach by using questionnaire (Likert scale) to measure respondents ranking of 25 selection factors. A total of 272 valid responses were generated from 450 questionnaires distributed, with 60.4% response rate. The methods of analysis used are descriptive analysis, factor analysis and Kruskal–Wallis test. Findings The findings revealed five selection factors (religious and ethical, services and convenience, service quality and benefit, external and operational and charges), with religious and ethical factor as the most important criteria for Malay customers. As for Chinese and Indian customers, they chose services and convenience factor. Originality/value This study is conducted to gain new insights on the perception of multi-ethnic banking customers in Malaysia towards Islamic banks and how cultural differences might affect their decisions. The findings are important for further development of the Islamic banking industry in Malaysia considering ethnicity has a major impact on the society. The acknowledgement of similarities and differences between the ethnic groups could strengthen the relationship with the Islamic banking customers. Furthermore, incorporation of ethnicity factor in bank’s marketing strategies is important to secure competitive advantage particularly in dual banking system such as in Malaysia.

Does holistic cognition frame always promote business model design?

2019 ◽  
Vol 13 (4) ◽  
pp. 840-859 ◽  
Author(s):  
Yong Wu ◽  
Linqian Zhang ◽  
Zelong Wei ◽  
Mingjun Hou
Keyword(s):  
Business Model ◽  
Design Methodology ◽  
New Ventures ◽  
Model Design ◽  
Content Type ◽  
Business Model Design ◽  
Established Firms ◽  
The Relationship ◽  
Positive Effect ◽  
Holistic Cognition

Purpose This paper aims to explore the effects of holistic cognition frame on novelty-centered business model design and efficiency-centered business model design. Moreover, the authors consider how these effects differ in new ventures vs established firms. Design/methodology/approach The authors use survey data to testify the hypotheses based on a database of 204 firms in China. Then, regression analysis is used to examine the relationship between holistic cognition frame and business model design. They also explore the contingency effects of new ventures and established firms on the relationships. Findings The authors find that the holistic cognition frame has a positive effect on efficiency-centered business model design, whereas it has an inverse U-shaped effect on novelty-centered business model design. Furthermore, they find that the effects of holistic cognition frame on efficiency-centered business model design and novelty-centered business model design are different in established firms and new ventures. Originality/value This work offers new insights into the effects of holistic cognition frame on business model design and provides useful suggestions for firms to promote business model design.

The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition

2020 ◽  
Vol 37 (4) ◽  
pp. 433-443
Author(s):  
Sweta Thota ◽  
Ricardo Villarreal
Keyword(s):  
Empirical Study ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Moderating Effect ◽  
Empirical Examination ◽  
Corporate Brand ◽  
Content Type ◽  
Dependent Variables ◽  
Limiting Condition

Purpose What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize whether the ad is hijacked or not? Also, what are the effects of using the dimensions of disparaging humor and offensiveness, commonly used in hijacked ads, on attitudes toward the brands in these ads and a propensity to engage in negative word-of-mouth (WOM) behavior? Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables is attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediate the effect of offensiveness and the recognition that an ad is hijacked on intentions to engage in negative WOM behavior. Design/methodology/approach This paper investigates these questions through an empirical examination using an original corporate brand ad, a hijacked version of the original ad using a disparaging humor dimension and another hijacked version of the original ad using the offensiveness dimension. Findings Results show that ad hijacking recognition moderates the effect of disparaging humor and offensiveness dimensions in hijacked ads on the dependent variables, with adverse attitudes toward the brand and increased intentions to engage in negative WOM behavior only when consumers can recognize that a hijacked ad is indeed hijacked. Further, the moderating effect of ad hijacking recognition on the dependent variables was attributable only to the dimension of offensiveness but not to disparaging humor. Finally, results show that attitudes toward the brand in the hijacked ads completely mediates the effect of the recognition that an ad is hijacked and the dimension of offensiveness on intentions to engage in negative WOM behavior. The result, that a fairly high percentage of respondents attribute the original corporate brand as the source of the hijacked ads, points to a potentially damaging and out-of-control threat to marketers. Originality/value Through an empirical study, converging results around the effects of hijacking ads with disparaging humor and offensive dimensions on consumers’ attitudes toward the advertised brand and a propensity to engage in negative WOM behavior were gathered.

Influence of ethical leadership on employee learning orientation: evidence from academics

2019 ◽  
Vol 33 (3) ◽  
pp. 13-15
Author(s):  
Anil Kumar Goswami ◽  
Rakesh Kumar Agrawal
Keyword(s):  
Ethical Leadership ◽  
Design Methodology ◽  
Faculty Members ◽  
Learning Orientation ◽  
Quantitative Methodology ◽  
Content Type ◽  
Employee Learning ◽  
The Relationship ◽  
Positive Effect ◽  
Analyze Data

Purpose The purpose of this paper is to examine the relationship between ethical leadership and employee learning orientation in organizations. Design/methodology/approach This paper uses a quantitative methodology to analyze data collected from 160 faculty members from universities, using a survey questionnaire. Findings The finding of this study reveals that ethical leadership has a positive effect on learning orientation of faculty members in universities. Originality/value This study adds to the field of ethical leadership by investigating the influence of ethical leadership on learning orientation of faculty members in universities.

Effects of exit barriers on word of mouth activities

2017 ◽  
Vol 31 (6) ◽  
pp. 512-526 ◽  
Author(s):  
Birgit Leisen Pollack
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Customer Retention ◽  
Negative Word ◽  
The Other ◽  
Content Type ◽  
Differential Effects ◽  
Exit Barriers ◽  
Post Hoc ◽  
Practical Implications

Purpose The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are compared. The differential effects of these four barriers on the valence of word of mouth (positive, negative), the type of word of mouth recipient (weak tie, strong tie) and the motives (catharsis, company sabotage) for spreading word of mouth are studied. Design/methodology/approach The data for empirically addressing a set of hypotheses were collected from 185 consumers. The hypotheses were analyzed using ANOVA models along with post hoc tests. Findings The results suggest that the type of exit barrier matters. Exit barriers, with respect to word of mouth activities, seem to fall on a continuum. On one extreme, the most detrimental barriers are monetary hurdles, and on the other end, the least detrimental barriers are convenience hurdles. Monetary barriers are responsible for the most negative word of mouth and company sabotage. Social and convenience barriers lead to significantly less. Practical implications The implications for erecting exit barriers are discussed. In particular, the value of monetary barriers is questioned. The benefits of such involuntary customer retention methods may be offset by the sabotage they invite through negative word of mouth. Originality/value The paper provides insights into word of mouth activities of dissatisfied customers that are trapped by various exit barriers. The word of mouth activities investigated include valence, recipient type and motives. The study contrasts monetary, service loss, social and convenience exit barriers.

Sign in / Sign up

Export Citation Format

Share Document