scholarly journals The Mediating Roles of Brand Engagement in Self-Concept and Preference Fluency on Positive Behavioral Intention

2012 ◽  
Vol 10 (2) ◽  
pp. 5-16
Author(s):  
Choi, Nak Hwan
Keyword(s):  
Behavioral Intention ◽  
Self Concept ◽  
Brand Engagement

Finding Brands and Not Losing Your Religion? Exploring the Relationship Between Brand Engagement in Self-Concept and Religious Commitment

2021 ◽  
Vol 18 (3) ◽  
pp. 201-217
Author(s):  
Wiktor Razmus ◽  
Beata Zarzycka
Keyword(s):  
Religious Commitment ◽  
Past Research ◽  
Cross Sectional Study ◽  
Self Concept ◽  
Sectional Study ◽  
Grandiose Narcissism ◽  
Cross Sectional ◽  
Brand Engagement ◽  
The Relationship

Past research links a decrease in religiosity with the development of marketing and, in particular, with the growing role of brands in consumers’ lives. Building on James's (1920) theory of the self, we propose that focusing on brands as a strategy for self-expression (brand engagement in self-concept; BESC) does not exclude religious commitment and may even be related with higher levels of religious commitment. We also suggest that this relationship is moderated by grandiose narcissism. The hypotheses were tested on a sample of 306 individuals in a cross-sectional study. The findings provide evidence that BESC is positively related to religious commitment and the higher an individual’s narcissism is, the stronger the positive relationship between BESC and religious commitment. These findings suggest that using brands as a strategy for self-expression is not a substitute for religious commitment.

Online brand community: through the eyes of Self-Determination Theory

2016 ◽  
Vol 26 (4) ◽  
pp. 790-808 ◽  
Author(s):  
James B Kelley ◽  
Dana L Alden
Keyword(s):  
Individual Difference ◽  
Self Determination Theory ◽  
Self Determination ◽  
Self Concept ◽  
Content Type ◽  
Brand Engagement ◽  
Proposed Model ◽  
Internalization Process ◽  
Online Brand Community ◽  
Website Interactivity

Purpose – The purpose of this paper to use Self-Determination Theory (SDT) to explain the online brand community (OBC) identity internalization process through brand website interactivity. Secondary purpose of the research is to explore the role of several individual difference factors and brand-specific constructs in predicting brand website interactivity. Design/methodology/approach – This study proposes the OBC motivation development continuum of brand website interactivity. Thus, a national panel was collected by a reputable online survey firm and a structural equation model was used to test the proposed model. Findings – The authors examined four brand-related antecedents and mediators (brand engagement in self-concept, susceptibility of normative influence, opinion leadership, and consumer innovativeness) and found evidence of the differing roles that brand engagement in self-concept and purposive motives play as mediators to brand website interactivity. Practical implications – Marketing managers can use the proposed model as a useful tool for understanding ways to target and motivate segment specific consumers in ways that will increase the effectiveness of managers’ OBC building strategies. Originality/value – This study utilized SDT to explain the internalization process of brand website interactivity. Further, several individual difference factors were explored as antecedents and mediators of brand website interactivity.

scholarly journals Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

2020 ◽  
Vol 37 (7) ◽  
pp. 785-794
Author(s):  
Wiktor Razmus ◽  
Valentina Mazzoli ◽  
Diletta Acuti ◽  
Sonja Grabner-Kräuter
Keyword(s):  
Structural Equation ◽  
Cross Cultural ◽  
European Countries ◽  
Self Concept ◽  
Equation Modeling ◽  
Observation Study ◽  
Content Type ◽  
Brand Engagement ◽  
Country Level ◽  
Cross Country

Purpose The study aims to shed light on cross-country comparisons of brand engagement in self-concept (BESC) among consumers from European countries and to link presumed differences with country-level economic growth and materialism. This study contributes to the literature on the customer–brand relationship and provides implications for international branding strategies. Design/methodology/approach This observation study explored levels of BESC in three European countries. Questionnaire data were collected from consumers of Austria (N = 302), Italy (N = 431) and Poland (N = 410) with the purpose to make cross-country comparisons of BESC among consumers. Findings The results provide evidence for partial scalar invariance of the BESC scale. Cross-country comparisons of latent means reveal that Polish consumers score higher on BESC than consumers from Austria and Italy. Moreover, Austrian consumers score higher on BESC than Italian consumers. Research limitations/implications Culture as a contextual factor of BESC should be studied further. The findings should be replicated with non-convenience samples in additional cultural contexts to improve the generalizability of data. Structural equation modeling could be used to investigate psychological drivers of BESC differences. Practical implications The findings coming from the cross-country comparisons of BESC are of practical relevance to marketing managers: they should tailor their branding and communication strategies accordingly. Originality/value So far, the understanding of cross-cultural and cross-country differences in consumer–brand relationships has remained limited. This study adopts a rigorous approach to cross-cultural research enriching the literature on BESC from a cross-country perspective.

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

2020 ◽  
Vol 24 (4) ◽  
pp. 589-609
Author(s):  
Munyaradzi W. Nyadzayo ◽  
Lester W. Johnson ◽  
Monica Rossi
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Strong Relationship ◽  
Self Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
Descriptive Survey

PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

Engaging consumers in mobile instant messaging: the role of cute branded emoticons

2019 ◽  
Vol 28 (7) ◽  
pp. 849-863 ◽  
Author(s):  
Crystal T. Lee ◽  
Sara H. Hsieh
Keyword(s):  
Social Interaction ◽  
Impression Management ◽  
Structural Equation ◽  
Online Survey ◽  
Instant Messaging ◽  
Mobile Marketing ◽  
Self Concept ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement

Purpose With the rapid surge of mobile marketing, an increasing number of brands have launched branded emoticons in an attempt to build brand relationships with consumers. Despite the apparent promise of branded emoticon usage, there is only limited academic research on branded emoticons. This paper aims to build on impression management theory and the conceptualization of cuteness to investigate how the effect of cuteness in branded emoticon design influences perceived playfulness in mobile instant messaging (MIM) interaction and the creation of brand engagement in self-concept. Design/methodology/approach Consumers with usage experience of branded emoticons in MIM apps were recruited to complete an online survey. Partial least squares structural equation modelling was used to analyze the data. Findings Two facets of cuteness – kindchenschema cuteness and whimsical cuteness – can project a favourable social image to consumers that facilitates playfulness in social interaction and enhances brand engagement in self-concept, which leads to their willingness to purchase the brand and stickiness to the MIM apps. Originality/value The popularity of branded emoticons represents a new form of social interaction and an innovative way to build brand relationships. The present study is the first to examine the design aspects of branded emoticons and highlights that the cuteness of a branded emoticon may be a crucial factor in engaging consumers in MIM.

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