How exposure to logos and logo varieties fosters brand prominence and freshness

2015 ◽  
Vol 24 (7) ◽  
pp. 736-744 ◽  
Author(s):  
Maria Sääksjärvi ◽  
Ellis van den Hende ◽  
Ruth Mugge ◽  
Nicolien van Peursem
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Purchase Intent ◽  
Control Group ◽  
Behavioral Measures ◽  
Content Type ◽  
Differential Effects ◽  
Practical Implications

Purpose This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo). Design/methodology/approach In two experimental studies, the authors exposed respondents to either the existing brand logo or to logo varieties, and examined their influence on brand prominence and freshness. Findings The findings suggest that consumers subconsciously process logo varieties to which they are exposed in a similar way as they subconsciously process the existing logo of the brand, making both types of logo exposure effective for building brand prominence and freshness. Research limitations/implications It would also be worthwhile to study the effect of logo varieties using other dependent measures than the ones employed in this study, such as purchase intent and behavioral measures (such as consumption behaviors). Practical implications This research shows that logo varieties can be used alongside the existing brand logo to build prominence and freshness. These findings diverge from the findings typically reported in the branding literature that state that consumers resist changes to logos. Originality/value This research not only demonstrates that exposure to logo varieties and existing logos evokes automatic effects (both types of logos outperform a control group in fostering brand-related outcomes) but also confirms that exposing consumers to the existing logo or logo varieties give less differential effects than one may think.

Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?

2017 ◽  
Vol 51 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Nina Åkestam ◽  
Sara Rosengren ◽  
Micael Dahlen
Keyword(s):  
Design Methodology ◽  
Social Connectedness ◽  
Experimental Studies ◽  
Social Effects ◽  
Attitudes Toward Homosexuality ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Thought Listing ◽  
Societal Level ◽  
Practical Implications

Purpose This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

Firms seek net benefits of consumer creativity

2015 ◽  
Vol 31 (5) ◽  
pp. 19-21
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
New Product ◽  
Control Group ◽  
Content Type ◽  
Online Retailers ◽  
Pertinent Information ◽  
Net Benefits ◽  
Consumer Creativity ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Online retailers are increasingly encouraging consumers to have some creative participation in relation to advertising of their products. But just how effective is this input? This paper put the issue to the test by getting volunteers to do some genuinely creative work, while a control group merely takes part in a non-creative fashion. Among the findings, it emerges that attitudes in the two groups vary depending on the “fit” of a product - whether, for example, companies are exploring new product territory. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Subject or object: a product’s scent congruent perspectives

2017 ◽  
Vol 30 (3) ◽  
pp. 402-416
Author(s):  
Ana M. Arboleda ◽  
Carlos Arce-Lopera ◽  
Samuel González
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Quality Attributes ◽  
Marketing Strategies ◽  
Content Type ◽  
Object A ◽  
Reference Quality ◽  
The Subject ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement. Design/methodology/approach This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric). Findings Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric. Practical implications These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product. Originality/value Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).

Recycling cooperation and buying status

2019 ◽  
Vol 53 (5) ◽  
pp. 944-971 ◽  
Author(s):  
Diego Costa Pinto ◽  
Márcia Maurer Herter ◽  
Patrícia Rossi ◽  
Walter Meucci Nique ◽  
Adilson Borges
Keyword(s):  
Design Methodology ◽  
Sustainable Consumption ◽  
Experimental Studies ◽  
Content Type ◽  
Competitive Altruism ◽  
Identity Based ◽  
Pure Altruism ◽  
Practical Implications

Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying). Design/methodology/approach Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Findings Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions. Research limitations/implications The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions. Practical implications Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions. Originality/value This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

Insights for luxury retailers to reach customers globally

2020 ◽  
Vol 38 (7) ◽  
pp. 797-811 ◽  
Author(s):  
Charles Jebarajakirthy ◽  
Rambalak Yadav ◽  
Amit Shankar
Keyword(s):  
Developing Countries ◽  
Design Methodology ◽  
Experimental Studies ◽  
Corporate Image ◽  
Luxury Consumption ◽  
Content Type ◽  
Multichannel Retailing ◽  
Intention To Purchase ◽  
Online Stores ◽  
Practical Implications

PurposeThe purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on their degree of corporate image and showrooming strategy, when the retailers do not have a wider store network in the region where customers live.Design/methodology/approachTwo scenario-based, between-subject experimental studies were conducted to test the hypotheses.FindingsFindings showed that both building corporate image and showrooms are effective in enhancing customer intention to purchase from online stores, without widely increasing the number of stores; however, building corporate image is more useful to high corporate-image retailers and showrooms are more appealing to low corporate-image retailers.Practical implicationsThe findings are useful to fashion luxury retailers, particularly those based in Western countries who seek to target customers in other regions, particularly those in developing countries.Originality/valueThis study contributes to the literature on online fashion luxury consumption and multichannel retailing.

Simpler online ratings formats increase consumer trust

2017 ◽  
Vol 11 (2) ◽  
pp. 131-141 ◽  
Author(s):  
Alena Kostyk ◽  
James M. Leonhardt ◽  
Mihai Niculescu
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Consumer Involvement ◽  
Information Environment ◽  
Processing Fluency ◽  
Consumer Trust ◽  
Future Research ◽  
Content Type ◽  
Online Ratings ◽  
Practical Implications

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency. Design/methodology/approach Drawing on the latest behavioral research, two empirical experimental studies test whether the format of online customer ratings affects consumer trust and processing fluency. Findings The studies offer converging evidence that a simpler ratings format (i.e. mean format) elicits higher processing fluency and, in turn, higher consumer trust than does a more complex ratings format (i.e. distribution format). Research limitations/implications Future research could include additional factors that might influence the ease of online ratings processing for consumers. Investigation of possible moderators, such as need for cognition, numeracy and consumer involvement, may also be of value. Practical implications These findings have timely practical implications for the design and presentation of customer ratings to enhance e-commerce outcomes. Originality/value This paper extends the effects of processing fluency on consumer trust to the increasingly important context of e-commerce. In doing so, it highlights important interactions between the evolving information environment and consumer judgment. The key takeaway for managers is that simpler online customer ratings formats help to enhance consumer trust.

Effects of exit barriers on word of mouth activities

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

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

Being mindful of managing emotions

2016 ◽  
Vol 30 (3) ◽  
pp. 23-25
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Training Programs ◽  
Control Group ◽  
Content Type ◽  
Emotional Skills ◽  
Significant Difference ◽  
Pertinent Information ◽  
Experimental Group ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Results showed that an experimental group, after training, achieved around 15 per cent higher scores compared to results before training on all three subscales of an emotional skills and competence questionnaire, a statistically significant improvement in scores. The control group (no training) scores showed no significant difference. This result indicates support for the view that emotional intelligence may be treated as a competency and is responsive to training programs. Practical Implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals Free upgrades with costly consequences

2020 ◽  
Vol 54 (4) ◽  
pp. 691-712
Author(s):  
Alexandra Polyakova ◽  
Zachary Estes ◽  
Andrea Ordanini
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Contextual Effects ◽  
Future Research ◽  
Opportunistic Behavior ◽  
Preferential Treatment ◽  
Content Type ◽  
A Company ◽  
Practical Implications ◽  
Prior Relationship

Purpose Companies often provide preferential treatment, such as free upgrades, to customers. The present study aims to identify a costly consequence of such preferential treatment (i.e. opportunistic behavior) and reveal which type of customer is most likely to engage in that negative behavior (i.e. new customers). Design/methodology/approach Across two experimental studies, the authors test whether preferential treatment increases customers’ entitlement, which in turn increases their propensity to behave opportunistically. Moderated mediation analysis further tests whether that mediated effect is moderated by customers’ prior relationship with the company. Findings Preferential treatment increases feelings of entitlement, which consequently triggers customers’ opportunistic behaviors. New customers are more likely to feel entitled after preferential treatment than repeat customers, and hence new customers are more likely to behave opportunistically. Preferential treatment also increases customers’ suspicion of the company’s motives, but suspicion was unrelated to opportunistic behavior. Research limitations/implications Future research may focus on other marketplace situations that trigger entitlement and explore whether multiple occurrences of preferential treatment provide different effects on consumers. Practical implications Present findings demonstrate that preferential treatment can evoke opportunistic behaviors among customers. The authors suggest that preferential treatment should be provided to customers who previously invested in their relationship with a company (i.e. repeat customers) rather than new customers. Originality/value Prior research has focused more on the ways companies prioritize their repeat customers than how they surprise their new customers. The present research instead examines preferential treatment based on customers’ relationship with a firm (i.e. both repeat and new customers) and demonstrates behavioral and contextual effects of entitlement.

scholarly journals The effects of logo frame design on brand extensions

2019 ◽  
Vol 29 (1) ◽  
pp. 97-113
Author(s):  
Yu-Shan Athena Chen ◽  
Lien-Ti Bei
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Brand Extension ◽  
Brand Extensions ◽  
Future Research ◽  
Content Type ◽  
Frame Effect ◽  
Frame Design ◽  
The Impact ◽  
Practical Implications

Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focused consumers. However, prevention-focused people held favorable brand extension attitudes when the brand logo constructs a complete frame due to its perceived trustworthiness. Research limitations/implications As an initial exploration, this study conceptualizes and manipulates logo frames as full framed, partial framed and open logo. Future research studies could include further design features in the examination. Practical implications If a brand seeks to be broad, removing or breaking its logo frame is an alternative. However, consequential negative impressions on brand extension attitudes among prevention-focused customers should be considered. Originality/value This study is the first investigation into the impacts of logo frame patterns on consumers’ perception of brand breadth and the consequent extension attitudes.

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