Is self-mockery in advertising copywriting an efficient strategy to build brand closeness and purchase intention?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ouidade Sabri
Keyword(s):  
Purchase Intention ◽  
Empirical Support ◽  
Science Literature ◽  
Brand Attitudes ◽  
Content Type ◽  
Mediating Role ◽  
Brand Building ◽  
The Social ◽  
Advertising Context ◽  
Negative Attribute

Purpose Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an advertising context. Design/methodology/approach Two experiments were conducted. Findings This study shows that self-mockery helps build brand purchase intention through brand closeness only when self-mockery is based on a weak negative claim rather than a strong negative claim and that this influence occurs only for consumers with prior positive brand attitudes. Practical implications Marketing managers should consider self-mockery as a valuable brand-building strategy, especially if the main goal of the brand is to develop brand closeness among consumers with prior positive brand attitudes. Originality/value First, the current research is the first to provide empirical support for the mediating role of brand closeness to explain how self-mockery influences brand purchase intention. Second, this study qualify previous results and the popular idea that self-mockery may systematically help build brand closeness. This study demonstrates that this effect is conditional on the strength of the negative attribute claim disclosed and consumers’ prior brand attitudes.

The spillover effect of greenwashing behaviours: an experimental approach

2019 ◽  
Vol 38 (3) ◽  
pp. 283-295 ◽  
Author(s):  
Hong Wang ◽  
Baolong Ma ◽  
Rubing Bai
Keyword(s):  
Purchase Intention ◽  
Spillover Effect ◽  
Brand Attitudes ◽  
Green Products ◽  
Content Type ◽  
Mediating Role ◽  
Influencing Mechanism ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to examine the impact of greenwashing behaviour of one brand on purchase intention of green products from other brands. Further, this study tests the mediating role of greenwashing perception of the entire industry and the moderating role of brand attitudes towards other brands in the industry for the above-mentioned relationship. Design/methodology/approach A sample of 377 participants was utilised in three studies. The study analysed the data using SPSS 18.0 to test the research hypotheses. Findings The study suggests that greenwashing behaviour of one brand negatively affects consumers’ purchase intention of the green products from other brands in the industry. It is also indicated that the greenwashing perception of the entire industry partially mediates the relationship between greenwashing behaviour of a brand and purchase intention of green products from other brands. In addition, the study shows that the relationship between greenwashing perception of the entire industry and purchase intention of the green products from other brands is negatively moderated by brand attitudes towards other brands in the industry. Practical implications This study provides useful insights for the managers that firms can learn the way to alleviate greenwashing spillover effect through the brand attitudes to enhance green purchasing behaviour. Originality/value The study is perhaps the first one to study the existence of the spillover effect of brands’greenwashing behaviour. The study also reveals the influencing mechanism of greenwashing spillover effect of a brand.

The path of support-to-sales: mediating role of seller collaborative information exchange in social commerce

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Li Chen ◽  
Fengxia Zhu ◽  
Murali Mantrala
Keyword(s):  
Information Exchange ◽  
Instrumental Support ◽  
Trade Volume ◽  
Social Commerce ◽  
Content Type ◽  
Mediating Role ◽  
The Social ◽  
Source Data ◽  
Negative Effect

Purpose This paper aims to systematically investigate the direct and indirect effects of four types of support – peer instrumental support, peer emotional support, platform business support and platform communication support – on seller trade volume in social commerce. It also aims to uncover the path of support-to-sales of the seller from a platform perspective and provides a more complete picture of the social commerce phenomenon. Design/methodology/approach This paper uses multi-source data including primary survey data and secondary data on trade volume to test the hypotheses. PROCESS mediation model is used to analyze the multi-source data set. Findings This study finds that the positive effects of peer instrumental support, platform business support and platform communication support on seller trade volume are fully mediated by seller collaborative information exchange. Also, peer emotional support has a significant negative effect on seller trade volume and collaborative information exchange can serve as a buffer to mitigate the negative effect. Research limitations/implications The authors provide new insights into what types of support are or are not conducive to improving transaction volume of individual sellers and highlight the mediating role of seller information exchange in this value generation process in social commerce. These findings advance current knowledge of how seller interactions increase value in social commerce. The chosen research setting may limit the generalizability of the findings of this study. Practical implications This paper offers valuable implications for social commerce platforms on how to better serve their sellers to achieve high growth. Specifically, the findings suggest that platforms should encourage instrumental support and information exchange among peer sellers. In addition, platforms should expand seller support from a single-focus on sellers’ business to a dual-focus on both sellers’ business and socialization in social commerce. Originality/value This paper fulfills an identified need to study how sellers can better derive value from the social interactions and how social commerce platforms can effectively influence transactions, support sales and serve as a selling platform.

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Prostitution: a new dynamic of discrimination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Raheel Yasin ◽  
Sarah I. Obsequio Namoco
Keyword(s):  
Social Identity ◽  
Gender Identity ◽  
Organizational Behavior ◽  
Social Identity Theory ◽  
Identity Theory ◽  
Content Type ◽  
Mediating Role ◽  
The Social ◽  
Transgender Discrimination ◽  
The Relationship

Purpose There is scarcity in the literature, both empirically and theoretically, regarding the relationship between transgender discrimination and prostitution. This study aims to offer a new framework for conceptualizing workplace discrimination and prostitution by examining the mediating role of poverty in the relationship between discrimination and prostitution. Design/methodology/approach The conceptual framework of this study is based on the social identity theory and the theory of prostitution. Findings Transgender is a neglected group in society, and more often, they are the ones who are unable to find jobs and when employed, find it challenging to sustain their employment because of their gender identity. This leads them to be discriminated at their workplaces. Subsequently, they are forced to leave their workplace and settle to work as prostitutes for their economic survival. Research limitations/implications Further research should empirically test the design model. Practical implications Managers play an essential role in eliminating discrimination in the organization. Managers need to take measures in crafting gender-free and anti-discrimination policies. They take steps to design recruitment policies in which there is no need to disclose applicant identity. Social implications Discrimination, on the basis of gender identity, promotes a culture of hate, intolerance and economic inequality in society. Prostitution has devastating effects on society. Originality/value In the field of organizational behavior, discrimination as a factor of prostitution was not explored. This study provides a significant contribution to the transgender and discrimination literature along with the prostitution theory and the social identity theory by proposing a model that highlights discrimination as one of the factors that compel the transgender community to be involved in prostitution.

When is transparent packaging beneficial?

2020 ◽  
Vol 48 (8) ◽  
pp. 781-801 ◽  
Author(s):  
Ouidade Sabri ◽  
Hai Van Doan ◽  
Faten Malek ◽  
Hager Bachouche
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Product Category ◽  
Perceived Quality ◽  
Content Type ◽  
Mediating Role ◽  
High Level ◽  
Positive Effect ◽  
Moderating Role

PurposeThe purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category.Design/methodology/approachTwo separate experiments were conducted. Study 1 was designed to test the mediating role of perceived quality to account for the positive effect of transparency on purchase intention. Two types of packaging (opaque vs transparent) for a product associated with a high level of PQR were examined. Study 2 extended the findings by introducing the moderating role of PQR. A 2 (type of packaging: opaque vs transparent)*2 (PQR: low vs high) between subjects design was used.FindingsThe moderating role of the product PQR level is established: transparent packaging improves the product perceived quality and brand purchase intention when the product is associated with a high PQR, whereas there is no such preference for transparent packaging when the product is associated with a low PQR.Practical implicationsThe results offer insights to better understand the potential gains from adopting transparent packaging. If a brand manager's main goals are to develop sales, costly investments in research and development of transparent packaging appear to be fruitful only for products associated with high PQR.Originality/valueThis paper contributes to packaging, cue utilisation and perceived risk literatures by evidencing the moderating role of PQR to explain the positive effect of transparency on purchase intention.

How social norms affect alcohol dependence: the mediating role of perceived benefits and alcohol identity

2020 ◽  
Vol 122 (12) ◽  
pp. 3935-3946
Author(s):  
Shih-Tse Edward Wang ◽  
Yu-Ting Liao
Keyword(s):  
Social Norms ◽  
Alcohol Dependence ◽  
Structural Equation ◽  
Equation Modeling ◽  
Perceived Benefits ◽  
Content Type ◽  
Mediating Role ◽  
The Social ◽  
Study Results

PurposeAlthough the association between social norms and alcohol dependence has been noted, how social norms cause alcohol dependence remains unclear. This study thus investigated how social norms affect the perceived benefits of drinking and alcohol identity, which in turn affect alcohol dependence.Design/methodology/approachConvenience sampling was used, and 452 valid questionnaires were collected from alcohol (specifically, beer) consumers over the age of 18; answers were analyzed through structural equation modeling.FindingsSocial norms positively affected the perceived benefits of drinking and alcohol identity; alcohol identity positively affected alcohol dependence; moreover, alcohol identity fully mediated the effects of social norms and the perceived benefits of drinking on alcohol dependence.Originality/valueHow social norms affect alcohol dependence has rarely been studied; thus, the present study has value for integrating the findings in the lines of research on social norms and alcohol dependence. Based on the study results, the authors recommend that policies aimed at discouraging alcohol dependence should focus on mitigating the social pressure to drink and the perceived benefits of drinking as well as labeling others as drinkers.

scholarly journals Authentic leadership’s effect on customer orientation and turnover intention among Portuguese hospitality employees

2020 ◽  
Vol 32 (6) ◽  
pp. 2097-2116 ◽  
Author(s):  
Neuza Ribeiro ◽  
Patrícia Duarte ◽  
Jessica Fidalgo
Keyword(s):  
Turnover Intention ◽  
Customer Orientation ◽  
Empirical Support ◽  
Content Type ◽  
Mediating Role ◽  
Hospitality Organizations ◽  
Negative Effect ◽  
Hotel Managers ◽  
Hospitality Managers ◽  
Mediator Variable

Purpose Hospitality employees’ attitudes and behaviors play a crucial role in enhancing customer satisfaction and service quality and ultimately firms’ success; therefore, organizations must have skilled, customer-oriented staff. More research is required to help hospitality managers gain insights into the best strategies to promote and retain customer-oriented employees. This study specifically sought to provide a more comprehensive understanding of the ways that authentic leadership (AL) can affect employees’ customer orientation and turnover intention, including exploring affective commitment’s (AC) potential mediating role. Design/methodology/approach The sample included 350 employees from different hospitality organizations in Portugal. Data were collected using anonymously completed structured questionnaires available online or in a paper-and-pencil format. Findings The results demonstrate that AL has a positive effect on customer orientation and a negative effect on turnover intention. Moreover, they indicate that AC mediates the relationships between AL and both customer orientation and turnover intention. All hypotheses received empirical support. Practical implications Hotel managers can increase employees’ AC and customer orientation by engaging in AL behaviors. Similarly, management can avoid having employees voluntarily leave their jobs using more AL styles and strengthening employees’ affective bonds to their organization. Originality/value Prior hospitality studies have rarely focused on AL. This study is the first to analyze AL’s effect on customer orientation and AC’s role as a mediator variable in the relationships between AL and customer orientation and turnover intention, thus integrating all these variables into a single research model.

scholarly journals Wine Marketing: Consumer Persuasion through the Region of Origin

2018 ◽  
Vol 13 (7) ◽  
pp. 137
Author(s):  
Sabrina Latusi ◽  
Cristina Zerbini ◽  
Silvia Maestripieri ◽  
Beatrice Luceri
Keyword(s):  
Purchase Intention ◽  
Geographical Area ◽  
Empirical Support ◽  
Print Advertising ◽  
Region Of Origin ◽  
Theoretical Contribution ◽  
Print Advertisement ◽  
Advertising Context ◽  
Dependent Variables ◽  
Place Of Origin

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participants’ attitude towards advertisement and purchase intention (dependent variables). Results provide empirical support to the appropriateness of highlighting the geographical area, by combining textual-pictorial cues, to induce a positive attitude towards advertisement and purchase intention in wine consumers. The study makes a new theoretical contribution in the field of communication about wine bearing a GI label, since the persuasive effect of the geographical area has not been systematically tested in an advertising context. Although the wine’s place of origin is its signature to many consumers, there is no strong evidence on the effectiveness of conveying the values of such a place through its picture and/or name. For marketing practitioners, the study highlights the opportunity to use extrinsic advertising cues that leverage intangible wine values combining pictorial-textual formats. 

Residential properties with green living concept: what drives consumers to buy?

2020 ◽  
Vol 36 (3) ◽  
pp. 427-447
Author(s):  
Rames Sivadasan ◽  
Farzana Quoquab ◽  
Jihad Mohammad ◽  
Rohaida Basiruddin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Environmental Responsibility ◽  
Online Questionnaire ◽  
Content Type ◽  
The Social ◽  
Daunting Task ◽  
The Government ◽  
The Right

Purpose The purpose of this study is to investigate consumers’ buying intentions (BIs) towards sustainable properties with green living concept (GLC). It also aims to examine the dynamic relationships between environmental advertisements (EAd), green brand positioning (GBP), attitude towards environmental responsibility (ER) and consumers’ sustainable properties BI in the Malaysian context. Design/methodology/approach Data were collected via online questionnaire survey, which yielded 143 completed usable responses. Structural equation modelling–partial least squares (Smart PLS, version 3) was used to analyse the data. Findings The findings of this study revealed that EAd and GBP significantly affect consumers’ attitude towards ER, which in turn affects consumers’ BI of the sustainable properties with GLC. Practical implications This study suggests that without inculcating a positive attitude towards the environment among consumers, it becomes a daunting task to drive consumers to purchase sustainable properties in Malaysia. Thus, the marketers should focus on green promotional activities to attract more customers to buy sustainable properties with GLCs. Moreover, it is suggested to target the right market segment to secure more sales. Social implications The findings of this study will enable the government and the social marketers to understand the drivers of buying sustainable properties with GLC, which in turn will contribute to the higher environmental welfare. Originality/value This study is among the pioneers to examine consumers’ sustainable property purchase intention. It provides significant insights for the social marketers and policymakers to understand how to motivate consumers to purchase sustainable properties with GLCs. Moreover, this study has investigated few comparatively new links such as the direct effect of EAd and GBP on attitude towards environmental responsibility and the mediating effect of attitude towards environmental responsibility between environmental stimuli and consumer’s sustainable properties BI.

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