scholarly journals The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rob Angell ◽  
Paul Bottomley ◽  
Matthew Gorton ◽  
Ben Marder ◽  
Antonia Erz
Keyword(s):  
Transfer Process ◽  
Evaluation Process ◽  
Mitigation Strategies ◽  
Transfer Model ◽  
Perceived Fit ◽  
Content Type ◽  
Consumer Responses ◽  
Chinese Company ◽  
Foreign Brands ◽  
The Impact

PurposeSponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers' attitude towards the brand. This paper explains the mechanisms by which brand denigration occurs, introducing and validating a model of the animosity transfer process as well as considering if various framing and timing strategies attenuate or lead to adverse consumer responses.Design/methodology/approachStudy 1 tests the animosity transfer model, utilizing a scenario in which English consumers respond to a German brand sponsoring the England soccer team. Study 2 assesses the generalizability of the model in the context of Indian consumers' responses to sponsorship of their cricket team by a Chinese company, and the extent to which an honest framing of the sponsorship choice through the announcement affects outcomes. Study 3 returns to an England–Germany country dyad, testing whether priming consumers with information about the sponsorship prior to a full announcement, attenuates or intensifies the impact of animosity on the studied outcomes.FindingsThe three studies demonstrate that when consumers learn of a sponsorship, it triggers an evaluation process in which the agonistic emotion (anger) they feel plays a pivotal role. More intense emotional appraisals weaken perceptions of sponsor-sponsee congruence, which together act as consecutive process variables mediating the relationship between animosity and sponsorship outcomes. Framing the sponsorship announcement with an honest justification for the partnership can improve outcomes but not amongst those with the highest animosity. Providing consumers with an advanced warning (preannouncement) of the sponsorship also amplifies consumers' unfavorable evaluations showcasing how difficult animosity is to manage in this context.Originality/valueThe animosity transfer model aids understanding of the mechanisms by which animosity affects brand attitude for foreign (out-group) sponsors. It identifies how animosity generates agonistic emotions and in turn weakens perceived fit between the sponsor and sponsee, leading to adverse consumer responses.

scholarly journals Understanding consumer loyalty to technology-based self-services with credence qualities

2015 ◽  
Vol 29 (6/7) ◽  
pp. 522-532 ◽  
Author(s):  
Lisa Schuster ◽  
Judy Proudfoot ◽  
Judy Drennan
Keyword(s):  
Professional Services ◽  
Content Type ◽  
Consumer Responses ◽  
Factors Affecting ◽  
Behavioral Loyalty ◽  
Behavioral Domain ◽  
Continued Use ◽  
Self Service ◽  
The Impact ◽  
Goal Directed Behavior

Purpose – This paper aims to use the Model of Goal-Directed Behavior (MGB) to examine the factors affecting consumers’ continued use of emerging technology-based self-services (TBSSs) with credence qualities. Professional services, which traditionally require specialized knowledge and high levels of interpersonal interaction to produce owing to their credence qualities, are increasingly delivered via self-service technologies. Health services delivered via mobile devices, for example, facilitate self-care without direct involvement from health professionals. Design/methodology/approach – A mental health service delivered via the Internet and mobile phone, myCompass, was selected as the research context. Twenty interviews were conducted with users of myCompass and the data were thematically analyzed. Findings – The findings of the study showcase the unique determinants of consumers’ continued use of TBSSs with credence qualities relative to the more routine services which have been the focus of extant research. The findings further provide support for the utility of the MGB in explaining service continuance, although the importance of distinguishing between extrinsic and intrinsic motivational components of behavioral desire and capturing the impact of social influence beyond subjective norms is also highlighted. Originality/value – This study contributes to recent research examining differences in consumer responses across TBSSs and behavioral loyalty to these services. It also provides empirical evidence for broadening and deepening the MGB within this behavioral domain.

Do brand rumors matter? The role of brand equity and response strategy to brand rumor

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihee Choi ◽  
Soobin Seo
Keyword(s):  
Brand Equity ◽  
Restaurant Industry ◽  
Response Strategy ◽  
Effective Response ◽  
Content Type ◽  
Consumer Responses ◽  
Response Strategies ◽  
Brand Crisis ◽  
Negative Impacts ◽  
The Impact

Purpose This paper aims to investigate consumer responses to brand rumors and corporate rumor response strategies in the restaurant industry. Design/methodology/approach A scenario-based experimental design was used to examine changes in consumers’ brand evaluation depending on level of brand equity and corporate choice of response strategy. Findings It was found that the impact of brand rumors on consumer responses is more negative when the restaurant’s brand equity is low compared to when it is high. It was also found that a company's use of active response strategies is more effective in combating brand rumor than a strategy of simple denial. Practical implications The findings have significant implications for both academics and practitioners in terms of developing effective response strategies for counteracting brand rumors. Originality/value Given the frequency of brand rumors in the restaurant industry and their serious negative impacts, this study extends the existing brand crisis communication literature by demonstrating how consumers respond to a rumor and the effectiveness of different corporate rumor response strategies.

Place–brand stereotypes: does stereotype-consistent messaging matter?

2018 ◽  
Vol 27 (7) ◽  
pp. 754-767
Author(s):  
Brittney C. Bauer ◽  
Clark D. Johnson ◽  
Nitish Singh
Keyword(s):  
Mediating Effect ◽  
The Novel ◽  
Perceived Fit ◽  
Experimental Conditions ◽  
Content Type ◽  
Global Brands ◽  
Place Brand ◽  
Foreign Brands ◽  
Improve Attitude ◽  
Post Hoc

Purpose The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement? Design/methodology/approach This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands. Findings The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad. Originality/value Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.

Can a replacing sponsor benefit?

2019 ◽  
Vol 53 (12) ◽  
pp. 2481-2500 ◽  
Author(s):  
François Anthony Carrillat ◽  
Reinhard Grohs
Keyword(s):  
Behavioral Intentions ◽  
Underlying Mechanism ◽  
Randomized Experiments ◽  
Altruistic Motive ◽  
Content Type ◽  
Consumer Responses ◽  
Sponsorship Effectiveness ◽  
The Common ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to examine the common situation where the sponsor of an event is replaced and the impact of this situation on consumers’ behavioral intentions toward the new sponsor. Design/methodology/approach An original conceptual framework was developed to account for consumers’ reactions toward a new sponsor in the context of a sponsorship change, depending on whether the former and new sponsors are competitors, the duration of the relationship between the former sponsor and the event (tenure length), and the level of congruence between the new and the former sponsor and the event. This framework, based on consumer motive attributions, was tested by means of three completely randomized experiments. Findings The results of the first experiment show that if the former and new sponsors are competitors, consumers’ behavioral intentions toward the new sponsor are more positive if the former sponsor’s tenure duration was short. When the former and the new sponsors are not competitors, the former sponsor’s tenure duration does not impact behavioral intentions. The second experiment demonstrates that consumers’ altruistic motive attributions are the underlying mechanism that explains these effects. Finally, the third experiment identifies a boundary condition, that is, these effects occur only if the new and the former sponsor are congruent with the sponsored property. Research limitations/implications This research has not considered the situation where the former and new sponsors have different levels of congruence with the event (e.g. when the former sponsor is congruent but the new sponsor is incongruent with the event) and has examined only sponsorship tenure durations of one versus 15 years. Practical implications Sponsorship managers learn that replacing a sponsor that was supporting the event for a short rather than a long period of time is more beneficial, but only if replacing a competitor that is congruent with the sponsored property. The reason is that such a replacement triggers more altruistic motive attributions compared with contexts where the former sponsor is not a competitor or incongruent with the sponsored property. Suggestions of sponsorship activation strategies known to increase perceptions of altruism are provided to enhance sponsorship effectiveness for new sponsors. Originality/value This study is the first to look at how consumer responses to a new sponsor vary depending on the former sponsor’s tenure length, competitor status and event congruency.

The effect of the moral failure of a foreign brand on competing brands

2017 ◽  
Vol 51 (5/6) ◽  
pp. 903-922 ◽  
Author(s):  
Amro A. Maher ◽  
Anusorn Singhapakdi
Keyword(s):  
Real Life ◽  
Product Category ◽  
Content Type ◽  
Moral Failure ◽  
Foreign Brand ◽  
Intention To Purchase ◽  
Negative Effect ◽  
Foreign Brands ◽  
The Impact ◽  
Positive Effect

Purpose The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the same product category) while taking into account the country of origin (COO) of the brands. Design/methodology/approach This paper presents the results of two studies. The first study uses an experimental design, while the second uses a survey to examine a real-life product-harm crisis. Findings The results indicate that the moral failure of a scandalized foreign brand has an indirect negative effect on the intention to purchase competing foreign brands from the COO of the scandalized foreign brand. This effect is, however, reversed for domestic brands, where moral failure has an indirect positive effect on the intention to purchase competing domestic brands. Research limitations/implications The results of this research were based on an examination of how US consumers responded to the moral failure of Japanese and German brands. Future studies should examine brands from different COOs in different countries. Practical implications These results suggest that competing foreign brands from the COO of the scandalized brand should collaborate to quickly handle a product-harm crisis to prevent a spillover and that domestic competitors should capitalize on the opportunity to attract new customers. Originality/value This study represents a first attempt to examine the effect of a foreign brand’s moral failure in handling product-harm crisis on competing brands, both foreign and domestic.

Fake news and brand management: a Delphi study of impact, vulnerability and mitigation

2019 ◽  
Vol 29 (2) ◽  
pp. 246-254 ◽  
Author(s):  
Andrew Flostrand ◽  
Leyland Pitt ◽  
Jan Kietzmann
Keyword(s):  
Expert Opinion ◽  
Delphi Study ◽  
Social Life ◽  
Brand Management ◽  
Mitigation Strategies ◽  
Fake News ◽  
Content Type ◽  
Management Domain ◽  
International Panel ◽  
The Impact

Purpose Fake news is presently one of the most discussed phenomena in politics, social life and the world of business. This paper aims to report the aggregated opinions of 42 brand management academics on the level of threat to, the involvement of, and the available actions of brand managers resulting from fake news. Design/methodology/approach A Delphi study of 42 academics with peer-reviewed publications in the brand management domain. Findings The study found that on some dimensions (e.g. the culpability of brand managers for incentivizing fake news by sponsoring its sources), expert opinion varied greatly. Other dimensions (e.g. whether the impact of fake news on brand management is increasing) reached a high level of consensus. The general findings indicate that fake news is an increasing phenomenon. Service brands are most at risk, but brand management generally is need of improving or implementing, fake news mitigation strategies. Research limitations/implications Widely diverse opinions revealed the need for conclusive research on the questions of: whether brands suffer damage from sponsoring fake news, whether fake news production is supported by advertising and whether more extensive use of internet facilitated direct interactions with the public through crowdsourcing increased vulnerability. Practical implications Experts agreed that practitioners must become more adept with contemporary tools such as fake news site blacklists, and much more aware of identifying and mitigating the brand vulnerabilities to fake news. Social implications A noteworthy breadth of expert opinion was revealed as to whether embellished or fabricated brand narratives can be read as fake news, inviting the question as to whether brands now be held to higher standards of communication integrity. Originality/value This paper provides a broad-shallow exploratory overview of the professional opinions of a large international panel of brand management academics on how the recent arrival of industrial fake news does, and will, impact this field.

Promotional phrases as analogical questions: inferential fluency and persuasion

2020 ◽  
Vol 54 (4) ◽  
pp. 713-739
Author(s):  
Hsuan-Hsuan Ku ◽  
Mei-Ju Chen
Keyword(s):  
Positive Impact ◽  
Underlying Mechanism ◽  
Frame Of Reference ◽  
Product Evaluations ◽  
Content Type ◽  
Rhetorical Question ◽  
Consumer Responses ◽  
Rhetorical Questions ◽  
The Impact ◽  
Practical Implications

Purpose As an alternative to straight rhetorical questions, questions using analogies that invite the reader to think about the frame of reference to answer the target have been used in advertising to persuade. This paper aims to investigate consumer responses to the use of analogical questions in ads for incrementally new products and the important variables moderating those responses. Design/methodology/approach Four between-subjects experiments examined how product evaluations in response to analogical questions differ from non-analogical variants as a function of consumers’ persuasion awareness (Studies 1 and 2) and also tested if the effectiveness of an analogical question among potential consumers who are more aware of persuasion attempts might be enhanced only when it is proposed with a strong rather than a weak frame of reference (Study 3), and when the frame of reference and the target share underlying similarities (Study 4). Findings Analogical questions are more persuasive than non-analogical variants for participants who are more aware of persuasion attempts. Inferential fluency mediates the results. Furthermore, the positive impact of analogical questions for participants high in persuasion awareness is diminished when the frame of reference is weak or from a dissimilar domain. The same patterns are not evident for participants who are less aware of persuasion attempts. Research limitations/implications Drawing on the concepts of inferential fluency, this study offers an empirically-based view of how the analogical questions in advertising may bias the responses exhibited by individuals who demonstrate either a high or low level of persuasion awareness. Practical implications The inclusion of an analogy can lower consumers’ tendency to behave in a defensive manner by facilitating inferences about intended claims that are implicitly stated in a rhetorical question and achieve higher levels of persuasion. Originality/value This study contributes to prior study on rhetorical questions within a persuasion communication by adopting inferential fluency as an underlying mechanism for analyzing the impact of analogical questions and individual’s awareness of persuasion.

Emerging climate changes and the risks to the operation of building assets in the UK

2016 ◽  
Vol 14 (1) ◽  
pp. 21-35 ◽  
Author(s):  
Abdullah Alzahrani ◽  
Halim Boussabaine ◽  
Ali Nasser Alzaed
Keyword(s):  
Climate Change ◽  
Climate Changes ◽  
Mitigation Strategies ◽  
Future Climate Change ◽  
Climate Change Scenarios ◽  
Content Type ◽  
Starting Point ◽  
Climate Change Risks ◽  
The Uk ◽  
The Impact

Purpose – The purpose of this paper is to report results from a survey on emerging climate changes and the risks to the operation of building assets in the UK. The property sector is facing major challenges as a result of projected climate change scenarios. Predictions concerning future climate change and the subsequent impact on building operations are still subject to a high degree of uncertainty. However, it is important that building stockholders consider a range of possible future risks that may influence the operation of their assets. Design/methodology/approach – The literature review and questionnaire are used to elicit and assess the likelihood of occurrence of climate change risks impacting building operations. The survey was carried out among building stockowners and professionals in the UK. Statistical methods were used to rank and compare the findings. Findings – The majority of the respondents strongly agreed that the list of risks that were elicited from the literature will have an impact on their building assets within a 0-5 years’ time horizon. It was found that the professionals were most concerned about higher energy prices and an increase in operation costs in general; they were least concerned about an electricity blackout. Research limitations/implications – This paper is limited to the UK, and regional variations are not explored. Nevertheless, the buildings’ operation risk study provides a starting point for further investigations into the emerging risks from climate change, and their impact on the operation of building stock. Future work could investigate direct mapping between climate risks and the financial value of properties. Originality/value – Findings of this paper can help professionals and building stockowners improve their understanding of climate change risks and the impact on their assets. This paper could also help these individuals to formulate appropriate adaptation and mitigation strategies.

Impact of 3D cloud structures on tropospheric NO2 column measurements from UV-VIS sounders

2020 ◽  
Author(s):  
Huan Yu ◽  
Arve Kylling ◽  
Claudia Emde ◽  
Bernhard Mayer ◽  
Kerstin Stebel ◽  
...  
Keyword(s):  
Radiative Transfer ◽  
Mitigation Strategies ◽  
Trace Gas ◽  
Radiative Transfer Model ◽  
Transfer Model ◽  
Vertical Column ◽  
Ice Clouds ◽  
Cloud Data ◽  
One Step ◽  
The Impact

<p>Operational retrievals of tropospheric trace gases from space-borne spectrometers are made using 1D radiative transfer models. To minimize cloud effects generally only partially cloudy pixels are analysed using simplified cloud contamination treatments based on radiometric cloud fraction estimates and photon path length corrections based on oxygen collision pair (O<sub>2</sub>-O<sub>2</sub>) or O<sub>2</sub>A-absorption band measurements. In reality, however, the impact of clouds can be much more complex, involving scattering of clouds in neighbouring pixels and cloud shadow effects. Therefore, to go one step further, other correction methods may be envisaged that use sub-pixel cloud information from co-located imagers. Such methods require an understanding of the impact of clouds on the real 3D radiative transfer. We quantify this impact using the MYSTIC 3D radiative transfer model. The generation of realistic 3D input cloud fields, needed by MYSTIC (or any other 3D radiative transfer model), is non-trivial. We use cloud data generated by the ICOsahedral Non-hydrostatic (ICON) atmosphere model for a region including Germany, the Netherlands and parts of other surrounding countries. The model simulates realistic liquid and ice clouds with a horizontal spatial resolution of 156 m and it has been validated against ground-based and satellite-based observational data.</p><p>As a trace gas example, we study NO<sub>2</sub>, a key tropospheric trace gas measured by the atmospheric Sentinels. The MYSTIC 3D model simulates visible spectra, which are ingested in standard DOAS retrieval algorithms to retrieve the NO<sub>2</sub> column amount. Spectra are simulated for a number of realistic cloud scenarios, snow free surface albedos, and solar and satellite geometries typical of low-earth and geostationary orbits. The retrieved NO<sub>2</sub> vertical column densities (VCD) are compared with the true values to identify conditions where 3D cloud effects lead to significant biases on the NO<sub>2</sub> VCDs. A variety of possible mitigation strategies for such pixels are then explored.</p>

Hotel discount strategies on consumer responses: the role of involvement

2014 ◽  
Vol 69 (4) ◽  
pp. 284-296 ◽  
Author(s):  
Seung Hyun Lee ◽  
Billy Bai
Keyword(s):  
Behavioral Intention ◽  
Positive Emotion ◽  
Behavioral Responses ◽  
Theoretical Understanding ◽  
Content Type ◽  
Consumer Responses ◽  
Quasi Experimental ◽  
The Impact ◽  
To Receive

Purpose – This paper aims to examine the impact of hotel discount strategies on consumers’ emotional and behavioral responses in the presence of differential levels of involvement in discount acquisition. Design/methodology/approach – Discount strategies and the high- and low-involvement variables were fully cross-examined, yielding a 2 × 2 factorial quasi experimental design. In all, 120 surveys were collected, and multivariate analysis of variance was used for data analysis. Findings – The results suggest that fenced discounts that require consumers to accept restrictions to receive a discount generated more positive emotion and stronger behavioral intention. Moreover, an interaction effect was found between consumer’s involvement and discounts on emotional and behavioral responses toward discount-acquiring experience. Highly involved consumers resulted in more positive emotional and stronger behavioral responses (e.g. pride, gratitude, word-of-mouth and retention) from obtaining a fenced discount that requires consumers’ efforts or sacrifices. On contrary, consumers with low involvement tend to appreciate more of a fixed discount given to anyone without restrictions. Practical implications – Hotels should implement a fenced discount when they design discounts targeting at high-involvement consumers. For low-involvement consumers, a fixed discount appears to generate more positive emotion and stronger behavioral intention. Originality/value – The study enhances the theoretical understanding of consumers’ emotional and behavioral responses toward discount-acquiring experience with different levels of involvement.

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