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.

Impact of cause-affinity and CSR fit on consumer purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sudipta Sen Gupta ◽  
Deepti Wadera
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Primary Data ◽  
Business And Society ◽  
Perceived Fit ◽  
Experimental Conditions ◽  
Content Type ◽  
Indian Consumers ◽  
Strategic Csr ◽  
The Government

Purpose This paper aims to ascertain Indian consumers’ corporate social responsibility (CSR) perceptions; an affinity for stipulated causes and perceived fit between cause and industry in the current mandatory CSR era in India. Design/methodology/approach Primary data was collected through an online survey from 1,251 consumers via quota sampling and snowballing, across 36 Indian cities. Findings The findings indicate no skepticism, positive CSR support and company evaluation. Indian consumers have the greatest affinity for environmental protection. Segments of socially, environmentally and culturally conscious consumers were found. Under quasi-experimental conditions of CSR fit and cause-affinity, positive purchase intention is exhibited across fast-moving-consumer-goods sectors; in which case CSR perceptions cease to have a significant impact on purchase intention. Research limitations/implications This result contributes to understanding Indian consumers’ perspective in the mandatory CSR era and adds to the literature on strategic CSR and communication by segmenting consumers by cause affinity. Practical implications CSR practitioners could align with consumer-relevant causes that fit with their company’s core business, as controllable initiatives, instead of depending on positive, but less controllable, CSR perceptions of consumers. Implications of the findings on CSR policymaking by the government are also discussed. Social implications The mandatory CSR law has been viewed as a burden by corporate India. This research implies that it may be possible to look at it as an opportunity for strategic CSR, to create a win-win situation for both business and society. Originality/value One of the first studies on cause-affinity and CSR fit among Indian consumers using the government stipulated list of causes.

Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions

2014 ◽  
Vol 23 (4/5) ◽  
pp. 295-303 ◽  
Author(s):  
Feng Shen
Keyword(s):  
Brand Extension ◽  
Future Research ◽  
Perceived Fit ◽  
Sales Promotions ◽  
Experimental Conditions ◽  
Content Type ◽  
Perceived Performance ◽  
Line Extension ◽  
Performance Risk ◽  
Parent Brand

Purpose – The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical promotions, i.e. buy one get one free (BOGOF) and 50 per cent off. A travel-sized painkiller is the product in this study. Design/methodology/approach – A 2 (perceived fit: high or low) × 2 (promotion type: BOGOF or 50 per cent off) between-subjects design is used in this study. Participants, who are college students, are randomly assigned to the four experimental conditions. Findings – The results indicate that parent brand attitude is more closely associated with line-extension attitude than with brand-extension attitude, line extension leads to lower perceived performance risk and higher stockpiling tendency than brand extension and BOGOF is preferred over 50 per cent off for line extension but 50 per cent off is preferred over BOGOF for brand extension. Research limitations/implications – For a low-price, non-conspicuous and stock-up product category such as painkillers, marketers should consider using BOGOF to promote a line extension and 50 per cent off to promote a brand extension. It is important to explore in future research as to how the findings can be applied to other product categories, other promotion types, other packages and non-student consumers. Originality/value – This study is the first that examines how perceived fit of a line/brand extension moderates the evaluation of economically identical promotions. It integrates the literature of line/brand extension, perceived performance risk and prospect theory to advance the research on sales promotions for new products.

scholarly journals Evaluation of the Novel Combination of High-Dose Daptomycin plus Trimethoprim-Sulfamethoxazole against Daptomycin-Nonsusceptible Methicillin-Resistant Staphylococcus aureus Using anIn VitroPharmacokinetic/Pharmacodynamic Model of Simulated Endocardial Vegetations

2012 ◽  
Vol 56 (11) ◽  
pp. 5709-5714 ◽  
Author(s):  
Molly E. Steed ◽  
Brian J. Werth ◽  
Cortney E. Ireland ◽  
Michael J. Rybak
Keyword(s):  
Staphylococcus Aureus ◽  
Bactericidal Activity ◽  
Pharmacodynamic Model ◽  
High Dose ◽  
The Novel ◽  
Methicillin Resistant ◽  
Content Type ◽  
Post Hoc ◽  
Better Than

ABSTRACTDaptomycin-nonsusceptible (DNS)Staphylococcus aureusis found in difficult-to-treat infections, and the optimal therapy is unknown. We investigated the activity of high-dose (HD) daptomycin plus trimethoprim-sulfamethoxazole de-escalated to HD daptomycin or trimethoprim-sulfamethoxazole against 4 clinical DNS methicillin-resistantS. aureus(MRSA) isolates in anin vitropharmacokinetic/pharmacodynamic model of simulated endocardial vegetations (109CFU/g). Simulated regimens included HD daptomycin at 10 mg/kg/day for 14 days, trimethoprim-sulfamethoxazole at 160/800 mg every 12 h for 14 days, HD daptomycin plus trimethoprim-sulfamethoxazole for 14 days, and the combination for 7 days de-escalated to HD daptomycin for 7 days and de-escalated to trimethoprim-sulfamethoxazole for 7 days. Differences in CFU/g (at 168 and 336 h) were evaluated by analysis of variance (ANOVA) with a Tukey'spost hoctest. Daptomycin MICs were 4 μg/ml (SA H9749-1, vancomycin-intermediateStaphylococcus aureus; R6212, heteroresistant vancomycin-intermediateStaphylococcus aureus) and 2 μg/ml (R5599 and R5563). Trimethoprim-sulfamethoxazole MICs were ≤0.06/1.19 μg/ml. HD daptomycin plus trimethoprim-sulfamethoxazole displayed rapid bactericidal activity against SA H9749-1 (at 7 h) and R6212 (at 6 h) and bactericidal activity against R5599 (at 72 h) and R5563 (at 36 h). A ≥8 log10CFU/g decrease was observed with HD daptomycin plus trimethoprim-sulfamethoxazole against all strains (at 48 to 144 h), which was maintained with de-escalation to HD daptomycin or trimethoprim-sulfamethoxazole at 336 h. The combination for 14 days and the combination for 7 days de-escalated to HD daptomycin or trimethoprim-sulfamethoxazole was significantly better than daptomycin monotherapy (P< 0.05) and trimethoprim-sulfamethoxazole monotherapy (P< 0.05) at 168 and 336 h. Combination therapy followed by de-escalation offers a novel bactericidal therapeutic alternative for high-inoculum, serious DNS MRSA infections.

scholarly journals Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maryam Vaziri ◽  
Joan Llonch-Andreu ◽  
Pilar López-Belbeze
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Middle Eastern ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Fast Moving Consumer Goods ◽  
Different Types ◽  
Post Hoc ◽  
Global And Local

Purpose This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

Consumer dispositions toward global brands

2018 ◽  
Vol 36 (6) ◽  
pp. 618-632 ◽  
Author(s):  
Ankur Srivastava ◽  
M.S. Balaji
Keyword(s):  
Emerging Markets ◽  
Negative Impact ◽  
Positive Impact ◽  
Emerging Market ◽  
Content Type ◽  
Global Brands ◽  
Developed Markets ◽  
Need For Uniqueness ◽  
Research Gap ◽  
Foreign Brands

PurposeDespite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets.Design/methodology/approachA mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately.FindingsThe findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market.Research limitations/implicationsThe study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets.Practical implicationsThe findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets.Originality/valueWhile prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

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.

The role of perceived fit in the destination choice

2020 ◽  
Author(s):  
Dewi Tojib ◽  
Yelena Tsarenko ◽  
Ting Hin Ho ◽  
Geetu Tuteja ◽  
Sri Rahayu
Keyword(s):  
Local Community ◽  
Experimental Studies ◽  
Mediating Effect ◽  
Destination Image ◽  
Destination Choice ◽  
Perceived Fit ◽  
Tourist Destinations ◽  
New Destination ◽  
Travel Motivations ◽  
Perceived Attractiveness

As tourism has significant economic and employment impacts, many countries promote new tourist destinations. However, few researchers have examined the mechanisms that influence tourists’ decisions to visit these newly-offered destinations, particularly those not yet in tourists’ evoked set. Drawing upon the push-pull framework and perceived fit theory, this research fills this gap by means of two experimental studies. Study 1 findings show that high perceived fit between travel motivations and destination image positively influences the intention to choose the new destination, and this effect is mediated by the perceived attractiveness of the destination. The findings from Study 2 indicate that the support of the destination community plays a moderating role in this mediating effect. In particular, the perceived attractiveness of the new destination is stronger and leads to the choosing intention only when the local community shows substantial support for the tourism development. Theoretically, perceived fit theory is applied in this research to better understand how the interplay between push and pull factors can explain tourist destination choice. Managerially, the findings can be used by destination marketers to implement effective support strategies when promoting newly-launched tourist destinations.

scholarly journals The acquisition and generalization of fear of touch

2020 ◽  
Vol 20 (4) ◽  
pp. 809-819 ◽  
Author(s):  
Emma E. Biggs ◽  
Ann Meulders ◽  
Amanda L. Kaas ◽  
Rainer Goebel ◽  
Johan W. S. Vlaeyen
Keyword(s):  
Chronic Pain ◽  
Stimulus Generalization ◽  
Spontaneous Pain ◽  
The Novel ◽  
Vibrotactile Stimulation ◽  
Differential Acquisition ◽  
New Locations ◽  
Conditioned Responses ◽  
Primary Focus ◽  
Post Hoc

AbstractObjectivesContemporary fear-avoidance models of chronic pain posit that fear of pain, and overgeneralization of fear to non-threatening stimuli is a potential pathway to chronic pain. While increasing experimental evidence supports this hypothesis, a comprehensive investigation requires testing in multiple modalities due to the diversity of symptomatology among individuals with chronic pain. In the present study we used an established tactile fear conditioning paradigm as an experimental model of allodynia and spontaneous pain fluctuations, to investigate whether stimulus generalization occurs resulting in fear of touch spreading to new locations.MethodsIn our paradigm, innocuous touch is presented either paired (predictable context) or unpaired (unpredictable context) with a painful electrocutaneous stimulus (pain-US). In the predictable context, vibrotactile stimulation to the index or little finger was paired with the pain-US (CS+), whilst stimulation of the other finger was never paired with pain (CS−). In the unpredictable context, vibrotactile stimulation to the index and little fingers of the opposite hand (CS1 and CS2) was unpaired with pain, but pain-USs occurred unpredictable during the intertrial interval. During the subsequent generalization phase, we tested the spreading of conditioned responses (self-reported fear of touch and pain expectancy) to the (middle and ring) fingers between the CS+ and CS−, and between the CS1 and CS2.ResultsDifferential fear acquisition was evident in the predictable context from increased self-reported pain expectancy and self-reported fear for the CS + compared to the CS−. However, expectancy and fear ratings to the novel generalization stimuli (GS+ and GS−) were comparable to the responses elicited by the CS−. Participants reported equal levels of pain expectancy and fear to the CS1 and CS2 in the unpredictable context. However, the acquired fear did not spread in this context either: participants reported less pain expectancy and fear to the GS1 and GS2 than to the CS1 and CS2. As in our previous study, we did not observe differential acquisition in the startle responses.ConclusionsWhilst our findings for the acquisition of fear of touch replicate the results from our previous study (Biggs et al., 2017), there was no evidence of fear generalization. We discuss the limitations of the present study, with a primary focus on procedural issues that were further investigated with post-hoc analyses, concluding that the present results do not show support for the hypothesis that stimulus generalization underlies spreading of fear of touch to new locations, and discuss how this may be the consequence of a context change that prevented transfer of acquisition.

scholarly journals Reaktive E=C(p–p)π Systeme, XXXIV Addition von Alkoholen oder primären Aminen an Phosphaalkene F3CP=C(F)OR. Neue Trifluormethylphosphane und -phosphaalkene/Reactive E = C( p – p ) π-Systems, XXXIV Addition of Alcohols or Primary Amines to Phosphaalkenes F3CP= C(F)OR . Novel Trifluoromethylphosphanes and Phosphaalkenes

1993 ◽  
Vol 48 (1) ◽  
pp. 58-67 ◽  
Author(s):  
Joseph Grobe ◽  
Duc Le Van ◽  
Gudrun Lange
Keyword(s):  
High Resolution Mass Spectrometry ◽  
Molar Ratio ◽  
Primary Amines ◽  
The Novel ◽  
Experimental Conditions ◽  
Pull System ◽  
Fragment Ions ◽  
New Compounds ◽  
C Nmr

The course of the reactions o f fluorophosphaalkenes F3CP = C (F)OR [R = Me (1), Et (2)] with methanol or ethanol strongly depends on the experimental conditions. Thus at 70 °C a mixture of the 2-phosphapropionic acid ester F3CP (H )CO2R [R = Me (3), Et (4)] and trifluoromethylphosphane H2PCF3 is formed [molar ratio: 3 or 4 /H2 CF3 ≈1/1]. If the precursors F3CP (H )CO2R [R = Me (3), Et) are used as starting materials, the reaction with ROH under the same conditions affords 3 and 4, respectively, (90 to 95% yield) with only traces of H2PCF 3. In the presence o f iPr2NH these precursors react with R′OH to give the novel trifluoromethylphosphaalkenes F3CP = C (OR )OR [R /R′: Me/Me (6); E t/E t (7); Me/Et (8)]. With Et2NH , 3 undergoes an addition/elimination process yielding the interesting push/pull system Et2N(F)C = P-CO2Me (5). 1 and 2 react with primary amines R′NH2 (R′= tBu, Me) with stereoselective formation of the fairly labile phosphaalkenes F3CP = C(OR)NHR′ [R /R′: Me/tBu (9), Et/tBu(10), Me/Me (11)] with trans-positions for CF3 and NHR′.The new compounds 3 -11 were characterized by spectroscopic investigations (1H , 19F, 31P, 13C NMR ; IR, MS) and determination of M+ or typical fragment ions [M+ -OR ] by high resolution mass spectrometry.

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

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