Corporate brand transgression and punishing the transgressor: moderation of religious orientation

2018 ◽  
Vol 27 (2) ◽  
pp. 221-234 ◽  
Author(s):  
Elif Karaosmanoglu ◽  
Didem Gamze Isiksal ◽  
Nesenur Altinigne
Keyword(s):  
Religious Orientation ◽  
Convenience Sample ◽  
Corporate Brand ◽  
Content Type ◽  
Religious People ◽  
Main Effect ◽  
Liberal Economy ◽  
Brand Transgression ◽  
Scenario Technique ◽  
Corporate Brands

Purpose With the aim of developing a better understanding of why some consumers still excuse corporate brands that engage in transgressions, this study tests whether extrinsically religious people tolerate corporate brands more than intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach This study adopts a 2 × 2 experimental design to manipulate corporate brand transgression levels (mild vs severe) and religiosity orientations (intrinsically religious vs extrinsically religious) on a convenience sample of 134 subjects who live in Turkey, a country where Islam shapes religious context. It uses a scenario technique and projective approach. Findings While the main effect of corporate brand transgression on punishing behaviour does not appear in the analysis, religiosity’s main effect on the latter does. Unexpectedly, extrinsically religious consumers punish corporate brand transgressors more than their intrinsically religious counterparts regardless of the transgression severity levels. Research limitation/implications Although the study does not refer to any religion in particular, countries predominated by religions other than Islam may yield different consumer reactions. Future studies should focus on transgressions in such different settings. Practical implications Corporate brand transgressors should immediately take up good causes to attract the attention of intrinsically religious consumers. Otherwise, for the sake of showing off, extrinsically religious people may punish the transgressor for its intentional mistakes, which may harm corporate brand associations. Originality/value This study examines the link between religiosity and corporate branding. Unique in this way, it introduces religiosity as a valid contributor that can explain why some consumers do not punish corporate brand transgressors, especially in countries like Turkey where religiosity is intertwined with the developments in the liberal economy which led to the emergence of a new middle class.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

2018 ◽  
Vol 27 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Urška Tuškej ◽  
Klement Podnar
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Identity Management ◽  
Brand Management ◽  
Active Engagement ◽  
Brand Identification ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Brands ◽  
Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

Impression management for corporate brands over mobile media

2018 ◽  
Vol 27 (4) ◽  
pp. 385-403 ◽  
Author(s):  
Dara G. Schniederjans ◽  
Stephen A. Atlas ◽  
Christopher M. Starkey
Keyword(s):  
Mobile Devices ◽  
Impression Management ◽  
Purchase Intentions ◽  
Consumer Perception ◽  
Mobile Media ◽  
Corporate Brand ◽  
Content Type ◽  
Impression Management Tactics ◽  
Corporate Brands ◽  
Management Tactics

Purpose As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand. Design/methodology/approach We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions. Findings Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions. Research limitations/implications Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model. Practical implications The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media. Originality/value This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.

Corporate brands as brand allies

2018 ◽  
Vol 27 (1) ◽  
pp. 41-56 ◽  
Author(s):  
Mayoor Mohan ◽  
Kevin E. Voss ◽  
Fernando R. Jiménez ◽  
Bashar S. Gammoh
Keyword(s):  
Empirical Support ◽  
Product Category ◽  
Brand Name ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Alliance ◽  
Three Stage Least Squares ◽  
Category Knowledge ◽  
Corporate Brands

Purpose The purpose of this paper is to examine the role of the corporate brand in a brand alliance that includes one of the corporation’s product brands. Design/methodology/approach Using a scenario-based study, 899 participants were randomly assigned to one of 84 unique brand alliance scenarios involving a corporate brand, a product brand ally and a focal product brand; a total of 33 corporate brands were represented. Results were estimated using a three-stage least squares model. Findings Consumers’ evaluations of a focal brand were enhanced when a corporate brand name associated with a product brand ally was included in the brand alliance. The effect was mediated by attitude toward the product brand ally. The indirect effect of the corporate brand was stronger when consumers had low product category knowledge (PCK). Research limitations/implications Consistent with competitive cue theory, the findings suggest that a corporate brand can provide superior, consistent and unique information in a brand alliance. Practical implications Practitioners should note that the effectiveness of adding a corporate brand name into a product brand alliance is contingent on the extent of consumers’ PCK. Originality/value This paper examines when and why corporate brands are effective endorsers in product brand alliances. This paper adds empirical support to previous assertions that, if managed effectively, corporate brands can be valuable assets that convey unique valuable information to consumers.

scholarly journals In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

2018 ◽  
Vol 27 (2) ◽  
pp. 203-220 ◽  
Author(s):  
Stefan Scheidt ◽  
Carsten Gelhard ◽  
Juliane Strotzer ◽  
Jörg Henseler
Keyword(s):  
Design Methodology ◽  
Empirical Studies ◽  
Empirical Support ◽  
Transfer Effects ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Attributes ◽  
Meaning Transfer ◽  
Definition Of ◽  
Corporate Brands

Purpose While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

scholarly journals Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship

2017 ◽  
Vol 51 (9/10) ◽  
pp. 1462-1471 ◽  
Author(s):  
John M.T. Balmer
Keyword(s):  
Practical Implication ◽  
Corporate Identity ◽  
Philosophical Approach ◽  
Corporate Brand ◽  
Corporate Marketing ◽  
Content Type ◽  
Corporate Heritage ◽  
The Usa ◽  
Brand Concept ◽  
Corporate Brands

Purpose This article introduces the special symposium entitled “Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship” and provide a synopsis of the five articles constituting this symposium. By means of context, this article celebrates the anniversaries of four marketing milestones apropos the formal introduction of the corporate brand concept (1995), the formal introduction of the corporate heritage notion (2006), the first special edition (in this journal) devoted to corporate identity (1997) and the formal introduction of the corporate marketing philosophical approach (1998). The latter – corporate marketing – can be viewed as a revolution in marketing thought by noting that mutually beneficial company–stakeholder relationship can be based on corporate identities and corporate brands are not restricted to products and/or services. Design/methodology/approach Taking a retrospective, this paper explains the four marketing milestones detailed above and notes the revolutionary notion of corporate marketing. All of the aforementioned have meaningfully advanced marketing scholarship over the last 20 years. Findings This study provides 18 reflections of developments with the corporate brand and corporate identity fields. It also shows the seminal importance of European Journal of Marketing (EJM) special editions on the territory dating back to 1997. Practical implication This paper discusses how corporate identity, corporate branding, corporate heritage, corporate identity and corporate marketing have, increasingly, become mainstream marketing concerns. Originality/value In marking these milestones, this celebratory EJM symposium comprises cutting-edge scholarship on the aforementioned areas, penned by renowned and prominent scholars from Australia, England, Germany and the USA.

Benchmarking desired corporate brand image in relation to stakeholders: a managerial perspective

2014 ◽  
Vol 17 (4) ◽  
pp. 441-463 ◽  
Author(s):  
Tatiana Anisimova
Keyword(s):  
Corporate Branding ◽  
Manufacturing Industry ◽  
Reference Points ◽  
Brand Strategy ◽  
Frontline Employees ◽  
Branding Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Starting Point ◽  
Corporate Brands

Purpose – The purpose of this paper is to use managerial vision of corporate brand in relation to consumers, dealers and frontline employees to generate brand benchmarks. These benchmarks are sets of perceptions on how managers envision corporate brand to be positioned in minds of consumers, dealers and frontline employees. Additionally, this study explores managerial views concerning the importance of corporate branding in relation to an organization and its stakeholders. One of the most important strategic decisions that managers make concerns positioning of a corporate brand in the minds of key internal and external stakeholders. Design/methodology/approach – Insights are drawn from the in-depth semi-structured interviews with 22 senior managers from the three car manufacturers based in Australia and engaged in the corporate branding strategy. Findings – Although managers viewed corporate brand as a “strategic tool” and “the DNA” of an organization, the findings suggest that corporate brand strategy is ultimately driven by consumers rather than multiple stakeholders. Practical (utilitarian) components of the brand value were emphasized by the managers as key brand benefits communicated to consumers and also to dealers and frontline employees. Although managers recognized the importance of being seen as a “trustworthy partner” by dealer principals and customer-facing staff, the idea of dealer networks playing a role of a “supportive mechanism” for enhancing consumer experience, was domineering. Research limitations/implications – The views expressed by the interviewees in this paper may not fully reflect the views of the whole organization regarding the corporate brand. As this study is conducted in the car manufacturing industry, its findings may not be directly applicable in other industries. As corporate branding a relatively new area, organizations do not always appreciate its scope and what such a branding strategy involves. However, organizations need to move beyond a “product branding thinking” to a strategic perspective as corporate brands build the images formed and held by key external and internal stakeholders. Practical implications – Generating benchmarks for corporate brands using top management’s aspirations can assist organizations in generating focused and more nuanced understanding of how they wish corporate brand to be perceived by the key stakeholders and effectively build corporate brand. Originality/value – Managerial vision of corporate brand was used as a starting point in developing reference points (i.e. benchmarks) for the desired brand identity, which may potentially be developed into relevant standards and best practices in corporate branding within an organization.

Heritage-based value of a corporate brand: antecedents and effects on the firm’s financial value

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Woonsun Paek ◽  
Hyerin Ryu ◽  
Sunkyu Jun
Keyword(s):  
Quantitative Research ◽  
Firm Level ◽  
Cross Sectional ◽  
Corporate Brand ◽  
Content Type ◽  
Study Results ◽  
Corporate Brands ◽  
The Relationship ◽  
Positive Effect ◽  
Practical Implications

Purpose The purpose of this study is to show that a corporate brand with a long history coupled with relevance to the present obtains heritage-based value in society and the second aim is to examine a boundary condition in which the heritage-based value of a corporate brand increases the firm’s financial value. Design/methodology/approach A survey was conducted to investigate when and how a corporate brand obtains its heritage-based value in society and archival analysis was conducted to analyze the relationship between the heritage-based value of a corporate brand and the firm’s financial value. Findings The longevity of a corporate brand increased its heritage-based value, particularly when the brand was perceived to be temporally continuous, through the enhancement of authenticity perception and the heritage-based value had a positive effect on the firm’s financial value for younger firms. Research limitations/implications This study extends the benefits of the heritage association of a corporate brand to the firm level but has a limitation in its cross-sectional method. Practical implications The study results justify monetary costs incurred in the course of developing and cultivating a brand’s heritage association. Originality/value It is believed that this study is the first quantitative research examining the relationship between the heritage-based value of corporate brands and firms’ financial value.

Consumer values of corporate and celebrity brand associations

2015 ◽  
Vol 18 (2) ◽  
pp. 164-187 ◽  
Author(s):  
Jasmina Ilicic ◽  
Cynthia M. Webster
Keyword(s):  
Concept Maps ◽  
Methodological Approach ◽  
Personal Meaning ◽  
Brand Associations ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Corporate Brands

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

Food “buycott” as an ethical choice against mafia in Italy

2019 ◽  
Vol 9 (4) ◽  
pp. 490-506 ◽  
Author(s):  
Sergio Rivaroli ◽  
Arianna Ruggeri ◽  
Roberta Spadoni
Keyword(s):  
Structural Equation ◽  
Food Products ◽  
Type Systems ◽  
Equation Model ◽  
Marketing Ethics ◽  
Socially Responsible ◽  
Convenience Sample ◽  
Content Type ◽  
Italian Law ◽  
Critical Choice

Purpose As indicated in the Italian law (No. 109-1996), agri-food co-operatives can also play a role in combatting mafia-type systems by choosing to grow their food products in lands confiscated from mafia-type organisations. These food products provide individuals with a new opportunity to fight criminal organisations on the marketplace. The purpose of this study is to explore how people react to a social marketing initiative devoted to promoting food “buycotting” to counteract mafia-type organisations in Italy. Design/methodology/approach The data were obtained from a convenience sample of 339 Italians, and the study adopted a model inspired by the general theory of marketing ethics. A structural equation model was applied to estimate both the parameter and coefficient functions. Findings Individuals recognise the ethical value of “buycotting”. However, they perceive this form of critical choice as not yet being fully effective in counteracting mafia-type systems in Italy. Practical implications The results suggest that promotional and psychological approaches from marketing literature can be effectively used to influence the consumer’s ethical judgement by selectively communicating and emphasising the benefits of the critical consumption investigated. Originality/value This is one of the first studies to address consumers’ ethical judgments and their reactions towards buycotting food as a critical choice to reward socially responsible corporations.

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