scholarly journals The effects of perceived corporate brand personality on individuals' exploration and exploitation orientations: the moderating role of self‐brand connection

2019 ◽  
Vol 50 (2) ◽  
pp. 188-197 ◽  
Author(s):  
Aybars Tuncdogan ◽  
Henk W. Volberda
Keyword(s):  
Brand Personality ◽  
Exploration And Exploitation ◽  
Corporate Brand ◽  
Moderating Role

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

2021 ◽  
pp. 194855062110283
Author(s):  
Joe J. Gladstone ◽  
Emily N. Garbinsky ◽  
Sandra C. Matz
Keyword(s):  
Brand Personality ◽  
Effect Study ◽  
Financial Resources ◽  
High Price ◽  
Psychological Profile ◽  
Psychological Mechanism ◽  
Brand Attributes ◽  
First Time ◽  
Moderating Role

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Dynamic capabilities, innovation and branding capabilities and their impact on competitive advantage and SME's performance in Portugal: the moderating effects of entrepreneurial orientation

2020 ◽  
Vol 12 (3) ◽  
pp. 255-286
Author(s):  
Jorge Ferreira ◽  
Arnaldo Coelho
Keyword(s):  
Competitive Advantage ◽  
Entrepreneurial Orientation ◽  
Dynamic Capabilities ◽  
Exploration And Exploitation ◽  
Content Type ◽  
Mediating Role ◽  
And Performance ◽  
Positive Direct ◽  
Moderating Role

Purpose The purpose of this paper is to understand the impact of dynamic capabilities (DC) (in the view of exploration and exploitation) on competitiveness and performance, considering the mediating role the innovation capability (IC) and branding capabilities (BC)on competitive advantage and firm’s performance and the moderating role of entrepreneurial orientation (EO). Design/methodology/approach This investigation proposes a theoretical model tested using structural equation modelling (SEM). Multi-group analysis was performed to understand the moderating role of. A questionnaire survey was developed to explore the relations between DC and innovation variable. For this study, 387 valid questionnaires were collected from a sample of Portugal SME’ firms. A 90-item questionnaire which consists to study the relationships among all the variables. Findings The results show that exists a positive direct and indirect influence of DC on competitive advantage and performance variables and mediating impact the IC and BC. Research limitations/implications This study has some methodological limitations affecting its potential contributions. As a cross-sectional study that captures one image in time, its ability to identify strict causality between variables is limited. Furthermore, the results are based on log collected from a key respondent, rather than broader actual data. The results are restricted to one country, Portugal. Some variables, such as ICs, may play a different role in other countries. Future research should initially target different countries. Such research could then test the generalizability of the results. Practical implications This study has important implications for the managers. It highlights the necessity of firms to develop superior strategic orientation of all their members and to invest in better resources and consequently superior capabilities as a way of achieving high levels of firm performance. Another implication from the study is that the firms should develop their marketing programs by focusing on developing innovativeness. Originality/value This study contributes to the understanding of the indirect and direct impact of exploration and exploitation variables, and the mediating role of ICs and BC on the competitive advantage and performance and the moderating effect of EO.

Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing

2005 ◽  
Vol 42 (4) ◽  
pp. 458-469 ◽  
Author(s):  
Gita Venkataramani Johar ◽  
Jaideep Sengupta ◽  
Jennifer L. Aaker
Keyword(s):  
Personality Trait ◽  
Dynamic Process ◽  
Brand Personality ◽  
Inference Making ◽  
New Information ◽  
Trait Inferences ◽  
Moderating Role ◽  
Do So

This research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) update their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information. The framework adds to the inference-making literature by uncovering two distinct paths of inference updating and by emphasizing the moderating role of trait accessibility. The findings have direct implications for marketers attempting to understand the construction of brand personality, and they emphasize the constantly evolving nature of brand perceptions and the notion that both the consumer and the marketer have important roles to play in this process.

Brand personality inference: The moderating role of product meaning

2012 ◽  
Vol 28 (11-12) ◽  
pp. 1291-1304 ◽  
Author(s):  
Doreen Kum ◽  
Lars Bergkvist ◽  
Yih Hwai Lee ◽  
Siew Meng Leong
Keyword(s):  
Brand Personality ◽  
Moderating Role

When Brand Personality Matters: The Moderating Role of Attachment Styles

2009 ◽  
Vol 35 (6) ◽  
pp. 985-1002 ◽  
Author(s):  
Vanitha Swaminathan ◽  
Karen M. Stilley ◽  
Rohini Ahluwalia
Keyword(s):  
Attachment Styles ◽  
Brand Personality ◽  
Moderating Role

scholarly journals Environmental Legitimacy Through Adopting Green Products and Its Effect on the Brand Equity: Moderating Role of Management Awareness

2021 ◽  
Vol 12 (2) ◽  
pp. 197
Author(s):  
Tareq N. Hashem
Keyword(s):  
Brand Equity ◽  
Quantitative Method ◽  
Brand Personality ◽  
Green Products ◽  
Total Influence ◽  
R Value ◽  
Environmental Legitimacy ◽  
Moderating Role

The current study sought to examine the influence of adopting green products as a form of environmental legitimacy on ''brand equit'y'' through the moderating role of management awareness. Quantitative method was adopted through utilizing a questionnaire which was distributed on (96) individuals within green brands producers in Jordan. Results of study indicated that all brand equity variables are influenced by adopting green products as a form of environmental legitimacy. Results also indicated that brand personality was the most influenced variable of all scoring an R value of (0.74) and explained 54.7% of total influence. Study recommended organizations to focus on adopting green products in order to enhance brand equity as an approach for developing and supporting sales, and encouraging customers of regular products to switch to green products. 

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