Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
JungHwa (Jenny) Hong ◽  
Jie Yang ◽  
Barbara Ross Wooldridge ◽  
Anita D Bhappu
Keyword(s):  
Cognitive Processing ◽  
Positive Emotions ◽  
Underlying Mechanism ◽  
Brand Attitude ◽  
Brand Attitudes ◽  
Coffee Shop ◽  
Content Type ◽  
Brand Evaluations ◽  
Marketing Tool ◽  
Consumer Cognition

Purpose Brand storytelling has been found to be an effective marketing tool. Unlike a brand story that originates from a firm, consumers’ brand storytelling is created, developed and shared by consumers. This research aims to examine whether consumers’ brand storytelling leads to increased favorable brand evaluations and compares its effects on consumer cognition and emotions, to a brand story generated by a firm. Design/methodology/approach Three experiments were conducted to test the hypotheses. In Study 1, a 2 (story: consumers’ brand storytelling vs brand story by a firm) × 2 (product: coffee shop vs airline mileage programs) between-subjects design was used. Studies 2 and 3 replicated Study 1 and investigated different measurements of the constructs using different brands. Additionally, a mediation analysis was conducted. Findings The results show that consumers’ brand storytelling increases favorable brand attitudes. Consumers present deeper cognitive processing and higher experienced positive emotions when they read consumer brand storytelling as compared to a firm-created brand story, leading to a more favorable brand attitude. Originality/value There is a lack of empirical research investigating how consumers’ brand storytelling is different from brand stories created by firms, and how consumers’ brand storytelling influences brand attitudes. This study extends the literature by clarifying how consumers respond to consumers’ brand storytelling and evaluates brands by exploring the underlying mechanism for the effect of brand storytelling via consumers’ cognitions and emotions.

EXPRESS: Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

2021 ◽  
pp. 002224292110530
Author(s):  
Lingrui Zhou ◽  
Katherine M. Du ◽  
Keisha M. Cutright
Keyword(s):  
Social Media ◽  
Boundary Conditions ◽  
Brand Choice ◽  
Underlying Mechanism ◽  
Purchase Behavior ◽  
Brand Attitudes ◽  
Consumer Evaluations ◽  
Brand Evaluations ◽  
Brand Perception ◽  
Do So

Consumers have grown increasingly skeptical of brands, leaving managers in a dire search for novel ways to connect. The authors suggest that focusing on one’s relationships with competitors is a valuable, albeit unexpected, way for brands to do so. More specifically, the present research demonstrates that praising one’s competitor—via “brand-to-brand praise”— often heightens preference for the praiser more so than other common forms of communication, such as self-promotion or benevolent information. This is because brand-to-brand praise increases perceptions of brand warmth, which leads to enhanced brand evaluations and choice. The authors support this theory with seven studies conducted in the lab, online, and in the field that feature multiple managerially-relevant outcomes, including brand attitudes, social media and advertising engagement, brand choice, and purchase behavior, in a variety of product and service contexts. The authors also identify key boundary conditions and rule alternative explanations, further elucidating the underlying mechanism and important implementation insights. This work contributes to our understanding of brand perception and warmth, providing a novel way for brands to connect to consumers by connecting with each other.

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yue Lu ◽  
Zhanqing Wang ◽  
Defeng Yang ◽  
Nakaya Kakuda
Keyword(s):  
Design Methodology ◽  
Negative Impact ◽  
Important Determinant ◽  
Social Groups ◽  
Underlying Mechanism ◽  
Brand Attitudes ◽  
Content Type ◽  
The Impact ◽  
Authentic Pride ◽  
Practical Implications

Purpose Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups. Design/methodology/approach Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers. Findings The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group. Practical implications The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups. Originality/value This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Involvement in consumer-generated advertising

2019 ◽  
Vol 31 (4) ◽  
pp. 1763-1784 ◽  
Author(s):  
James A. Busser ◽  
Lenna V. Shulga
Keyword(s):  
Structural Equation ◽  
Consumer Involvement ◽  
Equation Modeling ◽  
Coffee Shop ◽  
Content Type ◽  
Customer Perceptions ◽  
Brand Authenticity ◽  
Positive Effects ◽  
Marketing Tool ◽  
Organizational Transparency

PurposeThe purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.Design/methodology/approachGrounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.FindingsInvolvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.Practical implicationsCoffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.Originality/valueThis study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

The role of marketing communication mix on Korean customers' coffee shop brand evaluations

2020 ◽  
Vol 3 (3) ◽  
pp. 291-309 ◽  
Author(s):  
Soon-Ho Kim ◽  
Seonjeong Ally Lee
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Marketing Communication ◽  
Brand Identification ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Brand Evaluations ◽  
Advertising Spending

PurposeThis study investigates relationships among components of the marketing communication mix, brand identification, brand image, brand love and brand loyalty. The focus of this study is advertisement spending, customers' attitudes toward the advertisement, monetary promotion and non-monetary promotion as marketing communication mix elements.Design/methodology/approachProposed relationships are investigated with 683 previous coffee shop customers, based on a cross-section, online, self-administered survey in South Korea.FindingsResults identify advertising spending, attitude toward the advertisement, monetary promotion, and non-monetary promotion play key roles in influencing brand identification; however, they do not influence brand image. Both brand identification and brand image further influence brand love on brand loyalty.Originality/valueThis study is the first to investigate the marketing communication mix elements in a coffee shop context.

Brand experience and brand attitude: examining a credibility-based mechanism

2019 ◽  
Vol 37 (7) ◽  
pp. 821-836 ◽  
Author(s):  
Tahmid Nayeem ◽  
Feisal Murshed ◽  
Abhishek Dwivedi
Keyword(s):  
Structural Equation ◽  
Underlying Mechanism ◽  
Equation Model ◽  
Brand Attitude ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Content Type ◽  
Mediating Role ◽  
Brand Credibility ◽  
New Perspective

Purpose The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility. Design/methodology/approach The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405). Findings The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude. Originality/value This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.

Examining search as opposed to experience goods when investigating synergies of internet news articles and banner ads

2015 ◽  
Vol 25 (3) ◽  
pp. 378-398 ◽  
Author(s):  
Anca C. Micu ◽  
Iryna Pentina
Keyword(s):  
Online Advertising ◽  
Brand Attitude ◽  
News Article ◽  
Brand Attitudes ◽  
Experience Goods ◽  
Economics Of Information ◽  
Content Type ◽  
Treatment Groups ◽  
Display Advertising ◽  
Product Categories

Purpose – The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies. Design/methodology/approach – Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories. Findings – Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements. Research limitations/implications – Findings limited to the four product categories and student participants. Practical implications – When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising. Originality/value – First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

2019 ◽  
Vol 20 (3) ◽  
pp. 190-207 ◽  
Author(s):  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Rambalak Yadav
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Control Group ◽  
Brand Attitudes ◽  
Content Type ◽  
Advertising Appeals ◽  
Product Categories ◽  
Brand Advertising ◽  
Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

scholarly journals Local, global and glocal consumer brand relationships

2019 ◽  
Vol 23 (3) ◽  
pp. 775-798 ◽  
Author(s):  
Miguel Ángel Lopez-Lomelí ◽  
Joan Llonch-Andreu ◽  
Josep Rialp-Criado
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Brand Attitude ◽  
Marketing Strategies ◽  
Brand Attitudes ◽  
Content Type ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
The Relationship

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Speaking candidly: how managers’ political stances affect consumers’ brand attitudes

2015 ◽  
Vol 24 (5) ◽  
pp. 494-503 ◽  
Author(s):  
Roland L Leak ◽  
Omar P Woodham ◽  
Kimberly R McNeil
Keyword(s):  
Linear Models ◽  
Brand Attitude ◽  
Brand Strategy ◽  
Brand Attitudes ◽  
Measured Variable ◽  
Content Type ◽  
Corporate Managers ◽  
Public Managers ◽  
Consumer Reaction ◽  
Dependent Variables

Purpose – This paper aims to investigate how consumers react to corporate managers publicly espousing an ideological belief regarding a social issue. In particular, this paper investigates anger derived by consumers as a mediator explaining why consumer attitudes change. Design/methodology/approach – An experiment was used to present respondents with a scenario about managers espousing specific ideological beliefs. All independent and dependent variables were measured. Variable relationships were analyzed utilizing general linear models to understand direct effects and bootstrapping to understand mediation. Findings – When made public, managers’ stances can make multiple, possibly competing, ideologies salient to consumers. Consumer reaction to a stance is most positive when held ideological beliefs are competing and consumers anchor on one ideology in agreement with the manager’s stance, leading to less anger and enhanced brand attitudes. When competing beliefs exist, consumers minimize the importance of dissonant beliefs. Further, preexisting brand attitudes provide a halo effect which helps to determine the amount of anger derived and any potential shift in brand attitude. Practical implications – This paper offers insights into when a reparative brand strategy may need to be structured after a manager’s ideological stance is made public. Not all of a company’s targeted demographic will take offense, and any reparative communications may need to focus on the consumer relationship with the brand rather than an outright apology. Originality/value – This paper adds to the literature investigating the intersection of ideology and marketing. This paper shows that there is an opportunity for managers to strategically shape marketing messages to capitalize on situations where consumers hold multiple, possibly competing ideological beliefs. Thus, this paper highlights that understanding consumers’ brand attitude shifts requires a more encompassing view of ideologies, as opposed to viewing them in isolation.

An exemption for strong brands: the influence of brand community rejection on brand evaluation

2017 ◽  
Vol 51 (5/6) ◽  
pp. 1029-1048 ◽  
Author(s):  
Lili Wang ◽  
Ying Ding
Keyword(s):  
Negative Impact ◽  
Empirical Studies ◽  
Underlying Mechanism ◽  
Community Research ◽  
Brand Community ◽  
Consumer Evaluations ◽  
Content Type ◽  
Brand Communities ◽  
Brand Evaluations ◽  
The Impact

Purpose Focusing on firm-initiated brand communities, the purpose of this paper is to systematically examine the influence of brand community rejection on consumer evaluations and document the underlying mechanism involved. Design/methodology/approach Four empirical studies were conducted to test the proposed hypotheses. Using a similar 2 × 2 study design, different subject samples and different product categories, Studies 1-3 investigated whether a brand community rejection strategy impacted strong brands differently than weak brands. Furthermore, Study 3 measured reactance as a moderator to explore the underlying process of the impact of a brand community rejection strategy on brand evaluations for different types of brands (i.e. strong vs weak). Study 4 used a 2 × 2 × 2 between-subjects design to examine whether justification would eliminate the negative impact of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance as a moderator of this effect, the authors uncover the process underlying the interaction between brand community rejection and brand strength. Furthermore, the paper examines the reasons that justify rejection to find a solution that eliminates the negative impact of brand community rejection on brand evaluations for weak brands. Originality/value To the best of the authors’ knowledge, this research provides the first investigation of the effects of a brand community rejection strategy for different brands. The findings could advance the social exclusion literature and shed new light on brand community research.

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