scholarly journals Roles of Social Identity Verification in the Effects of Symbolic and Evaluation Relevance on Chinese Consumers’ Brand Attitude

2018 ◽  
Vol 8 (4) ◽  
pp. 17-27 ◽  
Author(s):  
Nak-Hwan Choi ◽  
◽  
Huimin Xu ◽  
Zhuoqi Teng
Keyword(s):  
Social Identity ◽  
Brand Attitude ◽  
Chinese Consumers ◽  
Identity Verification

Collective Social Identity: Synthesizing Identity Theory and Social Identity Theory Using Digital Data

2019 ◽  
Vol 82 (3) ◽  
pp. 254-273 ◽  
Author(s):  
Jenny L. Davis ◽  
Tony P. Love ◽  
Phoenicia Fares
Keyword(s):  
Social Identity ◽  
Collective Identity ◽  
Social Identity Theory ◽  
Behavioral Response ◽  
Identity Theory ◽  
Negative Emotion ◽  
Theory Model ◽  
Digital Data ◽  
Identity Verification ◽  
Movement Data

Identity theory (IT) and social identity theory (SIT) are eminent research programs from sociology and psychology, respectively. We test collective identity as a point of convergence between the two programs. Collective identity is a subtheory of SIT that pertains to activist identification. Collective identity maps closely onto identity theory’s group/social identity, which refers to identification with socially situated identity categories. We propose conceptualizing collective identity as a type of group/social identity, integrating activist collectives into the identity theory model. We test this conceptualization by applying identity theory hypotheses to the “vegan” identity, which is both a social category and part of an active social movement. Data come from comments on two viral YouTube videos about veganism. One video negates prevailing meanings of the vegan identity. A response video brings shared vegan identity meanings back into focus. Identity theory predicts that nonverifying identity feedback elicits negative emotion and active behavioral response, while identity verification elicits positive emotion and an attenuated behavioral response. We test these tenets using sentiment analysis and word counts for comments across the two videos. Results show support for identity theory hypotheses as applied to a collective social identity. We supplement results with qualitative analysis of video comments. The findings position collective identity as a bridge between IT and SIT, demonstrate innovative digital methods, and provide theoretical scaffolding for mobilization research in light of emergent technologies and diverse modes of activist participation.

scholarly journals The Influence of Korean Fashion Brands’ CSR Fit with Chinese Consumers on Consumer Satisfaction and Brand Attitude Moderated by Ethnocentrism

2021 ◽  
Vol 59 (3) ◽  
pp. 419-432
Author(s):  
Ruiyue Zhang ◽  
Eun Jung Shin ◽  
Ae-Ran Koh
Keyword(s):  
Consumer Satisfaction ◽  
Online Survey ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Favorable Effect ◽  
Chinese Market ◽  
Chinese Consumers ◽  
Positive Effects ◽  
Significant Difference ◽  
Social Contribution

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands’ CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

Sport team-endorsed brands on Facebook

2018 ◽  
Vol 42 (4) ◽  
pp. 438-450 ◽  
Author(s):  
Joe Phua ◽  
Po-Lin Pan ◽  
Kuan-Ju Chen
Keyword(s):  
Social Identity ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Team Identification ◽  
Content Type ◽  
Sport Fans ◽  
Sport Team ◽  
Game Outcome ◽  
Home Game

Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods. Findings Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention. Originality/value Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.

Sign in / Sign up

Export Citation Format

Share Document