Change in brand attitude depending on fashion film type: the psychological mechanisms by engagement and consumer fantasy proneness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyun Hee Park
Keyword(s):  
Attitude Change ◽  
Brand Attitude ◽  
Aesthetic Value ◽  
Fantasy Proneness ◽  
Content Type ◽  
Psychological Mechanisms ◽  
Film Type ◽  
Significant Difference ◽  
The Aesthetic ◽  
Narrative Forms

PurposeThis study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.Design/methodology/approachThis research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.FindingsThe group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.Practical implicationsFashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.Originality/valueThis study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Imagery makes social media captivating! Aesthetic value in a consumer-as-value-maximizer framework

2020 ◽  
Vol 14 (3) ◽  
pp. 285-303 ◽  
Author(s):  
Muhammad Aljukhadar ◽  
Amélie Bériault Poirier ◽  
Sylvain Senecal
Keyword(s):  
Social Media ◽  
Media Use ◽  
Social Commerce ◽  
Structured Interviews ◽  
Aesthetic Value ◽  
Social Media Use ◽  
Content Type ◽  
Consumption Values ◽  
The Social ◽  
The Aesthetic

Purpose Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and Pinterest) are built around imagery consumption. This paper follows a qualitative theory building approach to extend the theory of consumption values and develop a framework based on the values social media deliver to consumers that explain their use outcomes. Design/methodology/approach The framework was analytically developed based on a review of the literature. In contrast to frameworks such as stimulus-organism-response (S-O-R), the framework proposes that people consume social media to maximize relevant values, namely, the aesthetic, social and learning value. Then, a study based on semi-structured interviews is performed to elaborate on the values and their undertakings. Findings The paper defines the consumption’s aesthetic value and underscores it as a focal driver of social media use and a key concept in social commerce. Data analysis suggests that aesthetic value engenders such responses as consumer’s inspiration, infinity sensation and habitual entertainment. Additional drivers of social media users are social and learning values. The social value engenders self-expression and social privacy, whereas the learning value engenders resourcefulness and parallel shopping. Originality/value This paper stipulates that people consume (i.e. use) social media to maximize relevant values, which, in turn, result in two groups of responses (inner and outer responses). The framework indicates that the relevant values mediate the relation between a stimulus (e.g. social media use) and response (e.g. entertainment, inspiration and behavioral intent). It highlights the centrality of aesthetic value in digital marketing and social commerce environments. The framework, thus, contrary to S-O-R, views the consumer as a maximizer of values rather than (a) processor of emotional and cognitive rejoinders.

The red packet interaction and brand attitude in the brand communities on WeChat

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Guowei Zhu ◽  
Yaru Liu ◽  
Li Zhou
Keyword(s):  
Social Networking Sites ◽  
Time Frame ◽  
Negative Influence ◽  
Brand Attitude ◽  
Short Term ◽  
Content Type ◽  
Brand Communities ◽  
Significant Difference ◽  
Community Pressure

Purpose Monetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how the interactions triggered by an emerging monetary incentive, red packets, affect consumers’ brand attitude in the context of WeChat brand groups (WCBGs). Design/methodology/approach According to whether brands ask for commercial returns from consumers, two types of interactions were identified, namely, exchange red packet interaction (ERPI) and communal red packet interaction (CRPI). The corresponding influences on brand attitude were examined in three experiments. Findings Compared to CRPIs, ERPIs elicit greater normative community pressure, inducing a less favorable brand attitude. Moreover, this impact is moderated by the time frame of brand communities. In the long-term WCBGs, a significant difference exists between ERPIs and CRPIs, while such difference attenuates or even disappears in short-term WCBGs. Practical implications When using red packets as an engagement strategy, brand managers should be alert to their potential negative influence. Specifically, in short-term brand communities, ERPIs enable managers to acquire commercial returns without hurting brand attitude. In long-term brand communities, managers are advised to implement CRPIs to foster a positive brand attitude. Originality/value This study investigates red packet interactions in brand communities, which have been widespread but unexplored. The results expand the literature by addressing the undermining effect of ERPI and the moderating effect of the time frame.

“What is beautiful we book”: hotel visual appeal and expected service quality

2018 ◽  
Vol 30 (3) ◽  
pp. 1788-1807 ◽  
Author(s):  
Ksenia Kirillova ◽  
Janelle Chan
Keyword(s):  
Service Quality ◽  
Analysis Of Covariance ◽  
Travel Agency ◽  
Aesthetic Value ◽  
Content Type ◽  
Functional Value ◽  
Online Spaces ◽  
The Aesthetic ◽  
Professional Photographer ◽  
Hotel Managers

Purpose This paper aims to investigate the effect of hotel aesthetics as represented in online spaces (e.g. online travel agency website) in prospective guests’ evaluation of expected service quality and booking intentions, as well as the interplay between aesthetic and functional values as related to those outcomes. Design/methodology/approach A scenario-based experimental design is conducted with 203 Chinese respondents. A between-subject two-way multivariate analysis of covariance (high vs low aesthetic value; high vs low functional value), which also controlled for respondents’ individual tendency to appreciate beauty, is used. Findings Results show that high aesthetic value hotels are more likely to be booked and perceived as able to deliver better services in SERVQUAL dimensions of tangibles, reliability and assurance. There are no significant effects for responsiveness and empathy. Given the presence of the aesthetic effect, hotel functional value has no impact on the outcome variables. Practical implications Hotel managers are recommended to employ professional photographer-artists who are aware of the aesthetic value of hotels and can translate this value into information technology-mediated spaces. Such professionals should be able to create a composition that balances the elements of classic (e.g. symmetry vs asymmetry) and expressive (e.g. color) aesthetics. Originality/value This research brings out a number of insights from the product experience literature in the hospitality context and points to the limitations of the product visual attractiveness in engendering positive service quality evaluation.

scholarly journals Validation of an Aesthetic Assessment System for Commercial Tasks

Entropy ◽  
2022 ◽  
Vol 24 (1) ◽  
pp. 103
Author(s):  
Nereida Rodriguez-Fernandez ◽  
Sara Alvarez-Gonzalez ◽  
Iria Santos ◽  
Alvaro Torrente-Patiño ◽  
Adrian Carballal ◽  
...  
Keyword(s):  
Real Estate ◽  
Assessment System ◽  
New Order ◽  
Aesthetic Value ◽  
Practical Applications ◽  
Significant Difference ◽  
Potential Impact ◽  
Aesthetics Assessment ◽  
The Aesthetic ◽  
The One

Automatic prediction of the aesthetic value of images has received increasing attention in recent years. This is due, on the one hand, to the potential impact that predicting the aesthetic value has on practical applications. Even so, it remains a difficult task given the subjectivity and complexity of the problem. An image aesthetics assessment system was developed in recent years by our research group. In this work, its potential to be applied in commercial tasks is tested. With this objective, a set of three portals and three real estate agencies in Spain were taken as case studies. Images of their websites were taken to build the experimental dataset and a validation method was developed to test their original order with another proposed one according to their aesthetic value. So, in this new order, the images that have the high aesthetic score by the AI system will occupy the first positions of the portal. Relevant results were obtained, with an average increase of 52.54% in the number of clicks on the ads, in the experiment with Real Estate portals. A statistical analysis prove that there is a significant difference in the number of clicks after selecting the images with the AI system.

Online product category and pricing strategies of land-based retailers

2019 ◽  
Vol 29 (1) ◽  
pp. 245-270 ◽  
Author(s):  
Jin-Feng Wu ◽  
Ya Ping Chang ◽  
Jun Yan ◽  
De-Lin Hou
Keyword(s):  
Attitude Change ◽  
Product Category ◽  
Brand Attitude ◽  
Online Marketing ◽  
Pricing Strategies ◽  
Moderating Effects ◽  
Content Type ◽  
Positive Effects ◽  
Brand Familiarity ◽  
The Right

Purpose The purpose of this paper is to understand how two online marketing orientations of land-based retailers in product category and price could change retail brand attitude when retail brand familiarities differ. Design/methodology/approach This paper proposes a research model with two orientations in product category and price as antecedents of retail brand attitude change and retail brand familiarity as a moderator. Empirical data were collected from 684 shoppers across three land-based retailers to test the research hypotheses. Findings Both orientations in product category and price can improve customers’ retail brand attitudes. Retail brand familiarity plays a significant moderator in some of the situations. Online-offline product category congruence and online-prototypical price congruence have significantly positive effects on retail brand attitude change whether retail brand familiarity is high or low. The effect of online-offline price congruence is significant only among high-familiarity customers, while the effect of online-prototypical product category congruence is found to be significant only among low-familiarity customers. Research limitations/implications The study identifies the moderating effects of retail brand familiarity on the relationships between two online marketing orientations in product category and price and retail brand attitude change. Based on the moderating effects, this study will help researchers to better understand the effectiveness of two online marketing orientations subject to varying degrees of retail brand familiarity in a multichannel retailing context. Practical implications The findings of this study can guide land-based retailers to focus on the right orientations in product category and price to improve customers’ attitudes toward the retail brand when existing or new customers are targeted. Originality/value This study provides a first study to empirically assess the change in retail brand attitude prompted by homogenous and prototypical orientations in product category and price and subject to varying degrees of retail brand familiarity. Overall, the results offer insights of how land-based retailers could manage their overall performance by designing more effective online product category and pricing strategies for existing or new customers.

The impact of mixed eWOM sequence on brand attitude change: cross-cultural differences

2018 ◽  
Vol 35 (3) ◽  
pp. 390-411 ◽  
Author(s):  
Hyun Hee Park ◽  
Jung Ok Jeon
Keyword(s):  
South Korea ◽  
Presentation Order ◽  
Brand Attitude ◽  
Cross Cultural ◽  
Thinking Style ◽  
The West ◽  
Content Type ◽  
Significant Difference ◽  
Attitude Changes ◽  
Practical Implications

Purpose Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence and its psychological mechanism in cross-cultural settings. Therefore, the purpose of this paper is to investigate the differences in brand attitude changes according to the eWOM sequence, as well as cross-culturally, based on thinking styles. Furthermore, the authors examine the moderated mediation effect of perceived cognition congruency across cultures to explain its underlying mechanism. Design/methodology/approach The authors use a 2 (eWOM sequence: positive/negative, negative/positive) × 2(culture: East (South Korea), West (USA)) factorial design. Perceived cognition congruency is measured as a within-group variable. Findings First, brand attitude changes in the West (USA) for the negative/positive presentation order are significantly larger than for the positive/negative presentation order, while, in the East (South Korea), no significant differences exist. Second, in the Westerner group (analytical thinking style), the perceived cognition congruency shows a significant difference according to the eWOM sequence, whereas in the Easterner group (holistic thinking style), the perceived cognition congruency does not show a significant difference according to the eWOM sequence. Practical implications As such, a strategic interpretation of the mixed eWOM presentation order across cultures is needed. In the West, interest and attention are necessary for the eWOM sequence. However, in the East, a different strategic approach, except for the presentation order of mixed eWOM, is required. The other elements of the mixed eWOM, such as attribute type or intensity of negative information, need to be considered for mixed eWOM management. Originality/value This study expands the existing body of knowledge on the sequence effect of mixed eWOM. Furthermore, it provides strategic direction and practical implications for mixed eWOM-driven information management, focusing on sequence in cross-cultural settings.

Lighting of Engineering Structures and Industrial Facilities New Aspects of the Topic

2018 ◽  
pp. 29-36
Author(s):  
Nikolai I. Shepetkov ◽  
George N. Cherkasov ◽  
Vladimir A. Novikov
Keyword(s):  
Fundamental Problem ◽  
Lighting Design ◽  
Aesthetic Value ◽  
Engineering Structures ◽  
Industrial Facilities ◽  
Artificial Lighting ◽  
Industrial Structures ◽  
Design Solutions ◽  
Architectural Lighting ◽  
The Aesthetic

This paper considers the fundamental problem of artificial lighting in various types and scales of industrial facilities, focusing on exterior lighting design solutions. There is a lack of interest from investors, customers and society in high­quality lighting design for industrial facilities in Russia, which in many cities are very imaginative structures, practically unused in the evening. Architectural lighting of various types of installations is illustrated with photographs. The purpose of the article is to draw attention to the aesthetic value of industrial structures, provided not only by the architectural, but also by a welldesigned lighting solution.

What's the Message of Architecture?

2014 ◽  
pp. 126-136
Author(s):  
Аndrey G. Velikanov
Keyword(s):  
Separate Entity ◽  
Aesthetic Value ◽  
Current State ◽  
Entire Complex ◽  
History Of ◽  
The Aesthetic

Considers the aspects of architecture as a language able to express the current state and to prophetically indicate the upcoming changes. The aesthetic value of a construction cannot be perceived just as a separate entity, but it can be cognized in the context and not only a visual one, in space. It is necessary to see the entire complex of the accompanying phenomena, all the flow of the unfolding metaphors and values. In the model in view the figure of the author-creator must be reconsidered as no longer conforming to today's reality. The development of the Stalinist Empire style, as well as its transformations, is considered as one of the specific phenomena in the history of well-known constructions

Semi Automatic T-Shirt Folding Machine Berbasis PID (Proportional Integral Derivative)

2020 ◽  
Vol 2 (1) ◽  
Author(s):  
Muhammad Apriliyanto ◽  
Miftachul Ulum ◽  
Koko Joni
Keyword(s):  
Ultrasonic Sensor ◽  
Proportional Integral Derivative ◽  
Servo Motor ◽  
Aesthetic Value ◽  
Proportional Integral ◽  
Door Opening ◽  
Dc Motors ◽  
The Aesthetic ◽  
The Right

<em>The process of folding clothes is one of the activities carried out in the laundry business or household. The activity is fairly easy but many people are still lazy to do it. As a result, clothes that have been washed will fall apart in certain rooms, thereby reducing the aesthetic value of a home. Semi Automatic T-Shirt Folding Machine is the right solution to make folding clothes easier and more time efficient. This tool is equipped with a servo motor that moves the folding board that has been designed in such a way that the user only needs to manghandle the shirt just once and simply push one button then the shirt will fold itself and will be neatly arranged through the clothes stacker board. The PID method is applied to DC motors that move under the clothes folder so that the buildup of clothes underneath will not be pressured upward when the clothes are piled up when they are folded. Ultrasonic sensor will measure the right height between the clothes with the door opening the stacking clothes with kp = 1, ki = 0.1, kd = 0.5 for thin clothes and kp = 5, ki = 1, kd = 2.5 for thick clothes so that the movement of the motor can adjust its speed . This tool can fold one shirt in 16.83 seconds 11 seconds faster than folding clothes manually</em>

Gamma knife radiosurgery for intracranial metastatic melanoma: a 6-year experience

2002 ◽  
Vol 97 ◽  
pp. 494-498 ◽  
Author(s):  
Jorge Gonzalez-martinez ◽  
Laura Hernandez ◽  
Lucia Zamorano ◽  
Andrew Sloan ◽  
Kenneth Levin ◽  
...  
Keyword(s):  
Prognostic Factors ◽  
Brain Metastases ◽  
Metastatic Melanoma ◽  
Gamma Knife Radiosurgery ◽  
Tumor Control ◽  
Karnofsky Performance Scale ◽  
Content Type ◽  
Significant Difference ◽  
The Mean ◽  
Fine Print

Object. The purpose of this study was to evaluate retrospectively the effectiveness of stereotactic radiosurgery for intracranial metastatic melanoma and to identify prognostic factors related to tumor control and survival that might be helpful in determining appropriate therapy. Methods. Twenty-four patients with intracranial metastases (115 lesions) metastatic from melanoma underwent radiosurgery. In 14 patients (58.3%) whole-brain radiotherapy (WBRT) was performed, and in 12 (50%) chemotherapy was conducted before radiosurgery. The median tumor volume was 4 cm3 (range 1–15 cm3). The mean dose was 16.4 Gy (range 13–20 Gy) prescribed to the 50% isodose at the tumor margin. All cases were categorized according to the Recursive Partitioning Analysis classification for brain metastases. Univariate and multivariate analyses of survival were performed to determine significant prognostic factors affecting survival. The mean survival was 5.5 months after radiosurgery. The analyses revealed no difference in terms of survival between patients who underwent WBRT or chemotherapy and those who did not. A significant difference (p < 0.05) in mean survival was observed between patients receiving immunotherapy or those with a Karnofsky Performance Scale (KPS) score of greater than 90. Conclusions. The treatment with systemic immunotherapy and a KPS score greater than 90 were factors associated with a better prognosis. Radiosurgery for melanoma-related brain metastases appears to be an effective treatment associated with few complications.

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