A STUDY ON THE EFFECT OF BRAND STORY COGNITION AND SELF-ESTEEM ON BRAND ATTITUDE IN SNS OF LUXURY BRAND

AbstractThis study investigates the impact of the level of fear evoked by an advertisement (for deodorant) framing a threatening social situation. Where the effectiveness of threat appeals has been investigated extensively in health communication, this study focuses on the impact of social threat appeals in a commercial setting. The study investigates the moderating impact of self-esteem on the interaction effect between the level of fear (evoked by a social threat ad) and perceived level of self-efficacy on brand attitude and purchase intention. Results show that for high self-esteem individuals fear evoked by a social threat is effective only when perceived self-efficacy is increased (in line with the EPPM). However, for low self-esteem individuals, high versus low perceived self-efficacy does not influence brand attitude and purchase intention in case of a social threat appeal, but perceived self-efficacy does increase the effectiveness of appeals in which a positive social situation is shown.

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Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference

Journal of Product & Brand Management ◽

10.1108/jpbm-07-2016-1257 ◽

2017 ◽

Vol 26 (5) ◽

pp. 516-527 ◽

Cited By ~ 4

Author(s):

Areti T. Vogel ◽

Kittichai Watchravesringkan

Keyword(s):

Product Design ◽

Brand Equity ◽

Brand Attitude ◽

Future Research ◽

Luxury Brands ◽

Brand Preference ◽

Product Introduction ◽

Consumer Evaluations ◽

Content Type ◽

Luxury Brand

Purpose This paper aims to uncover consumer evaluations of high-priced traditional retail luxury brands and more affordable neo-mass luxury retail brands when they imitate the innovative designs of one another. Design/methodology/approach Using a scenario inspired by a lawsuit involving admitted copying practices, this study used a one-way (time of product introduction: the traditional luxury brand launches the product design before the neo-mass luxury brand vs the neo-mass luxury brand launches the product design before the traditional luxury brand) between-subjects experimental design to examine the effect of time of product introduction (such that consumers are aware of imitation practices) on brand attitude, brand equity (measured via the dimensions of brand associations, brand image, brand credibility and brand leadership) and brand preference. Findings Results reveal that consumer awareness of imitation practices is important in determining changes in brand equity, brand attitude and brand preference, regardless of luxury brand type. The research also indicates that consumers evaluate traditional luxury brands that engage in imitation practices more negatively than neo-mass luxury brands that do so. Research limitations/implications This research provides a deeper understanding of consumer response to imitation practices, along with managerial insight for luxury brands operating in that sphere. Limitations and future research directions are also offered. Originality/value This study appears to be one of the first to investigate imitation practices by using stimuli inspired by a copycat case, and one of few that assesses consumer evaluations of imitation by existing brands.

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Building Emotional Intelligence for Student Success: A Pilot Study

Perspectives of the ASHA Special Interest Groups ◽

10.1044/2019_persp-19-00101 ◽

2019 ◽

Vol 4 (6) ◽

pp. 1445-1461

Author(s):

Amee P. Shah ◽

Mary Lou Galantino

Keyword(s):

Emotional Intelligence ◽

Emotional Regulation ◽

Communication Apprehension ◽

Communication Competence ◽

Emotional Awareness ◽

Self Esteem ◽

Preliminary Evidence ◽

Empowerment Model ◽

Dyad Interaction ◽

Relational Management

Purpose Nationwide, upward trends exist in student issues with anxiety, stress, depression, and lowered classroom performance. As emotional awareness and emotional regulation skills are typically not addressed in professional discipline-specific courses, students experience challenges in their academic performance. This pilot research explored the effect of brief targeted classroom practices within an empowerment-based framework on domains of emotional intelligence. Method Twenty-two students in an undergraduate speech-language pathology class received a 13-week, biweekly, 15-min session of empowerment-based worksheet exercises to develop increased self-esteem, emotional awareness and regulation, and communication. Assessments of self-esteem, emotional intelligence, communication competence, and communication apprehension were conducted using validated scales, namely, the Rosenberg Self-Esteem Scale ( Rosenberg, 1965 ), the Quick Emotional Intelligence Self-Assessment ( Mohapel, 2015 ), the Self-Perceived Communication Competence Scale ( McCroskey & McCroskey, 2013 ), and the Personal Report of Communication Apprehension ( McCroskey, 1982 ), respectively. Midsemester and semester-end student reflections were collected. Results Paired t tests were significant in self-esteem and emotional quotient, including subdomains of emotional awareness, emotional management, social emotional awareness, and relational management. Significance was noted in communication competence in the subdomains of dyad interaction, stranger interaction, and acquaintance. Students' reflection showed significant improvement in empowerment and self-rated improvements in confidence, communication, connections with peers, and trust with instructor. Conclusion Preliminary evidence demonstrates positive outcomes with integration of intentional classroom exercises to build emotional intelligence (including emotional awareness and regulation), self-esteem, and communication. This empowerment model may assist faculty in developing effective pedagogical strategies to build students' self-resiliency.

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Bullying in Adolescents Who Stutter: Communicative Competence and Self-Esteem

Contemporary Issues in Communication Science and Disorders ◽

10.1044/cicsd_31_s_69 ◽

2004 ◽

Vol 31 (Spring) ◽

pp. 69-79 ◽

Cited By ~ 92

Author(s):

Gordon W. Blood ◽

Ingrid M. Blood

Keyword(s):

Communicative Competence ◽

Self Esteem

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Counseling Adolescents With Hearing Loss Using a Narrative Therapy Approach

Perspectives on Administration and Supervision ◽

10.1044/aas19.2.72 ◽

2009 ◽

Vol 19 (2) ◽

pp. 72-78

Author(s):

Rebecca L. Nelson Crowell ◽

Julie Hanenburg ◽

Amy Gilbertson

Keyword(s):

Hearing Loss ◽

Process Evaluation ◽

Narrative Therapy ◽

Daily Life ◽

Hearing Aid ◽

Self Esteem ◽

Therapy Approach ◽

Self Worth ◽

Counseling Adolescents

Abstract Audiologists have a responsibility to counsel patients with auditory concerns on methods to manage the inherent challenges associated with hearing loss at every point in the process: evaluation, hearing aid fitting, and follow-up visits. Adolescents with hearing loss struggle with the typical developmental challenges along with communicative challenges that can erode one's self-esteem and self-worth. The feeling of “not being connected” to peers can result in feelings of isolation and depression. This article advocates the use of a Narrative Therapy approach to counseling adolescents with hearing loss. Adolescents with hearing loss often have problem-saturated narratives regarding various components of their daily life, friendships, amplification, academics, etc. Audiologists can work with adolescents with hearing loss to deconstruct the problem-saturated narratives and rebuild the narratives into a more empowering message. As the adolescent retells their positive narrative, they are likely to experience increased self-esteem and self-worth.

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