Sequential Effects of Indirect, Direct, and Virtual Sport Experiences on Consumer Learning

2021 ◽  
Vol 30 (3) ◽  
Author(s):  
Yongjae Kim ◽  
Seungbum Lee ◽  
Younghan Lee
Keyword(s):  
Choice Behavior ◽  
Brand Attitudes ◽  
Consumer Learning ◽  
Sequential Effects ◽  
Direct Experience ◽  
Brand Knowledge ◽  
Virtual Experience ◽  
Sequential Combination ◽  
Virtual Experiences ◽  
The Impact

The purpose of this study is to expand the theoretical knowledge of consumer learning by testing both the single and sequential effects of indirect, direct, and virtual sport experiences on sport brand knowledge, attitudes, and choice behavior in two laboratory experiments. Experiment I shows that virtual experience is as effective as direct experience in consumer learning. In Experiment II, designed to explore the impact of sequential combinations of sport experiences on consumer learning, the sequential combination of direct and virtual experiences results in greater brand knowledge than the combination of indirect and direct experiences. Exposure to direct experience proceeding with virtual experience is more effective at influencing brand attitudes than the combination of indirect and direct experiences. Th e results indicate that sport consumers are more likely to select sport brands at choice contexts when exposed to virtual experience in combination with direct experience.

Sequential combination of consumer experiences and their impact on product knowledge and brand attitude

2014 ◽  
Vol 24 (3) ◽  
pp. 270-291 ◽  
Author(s):  
Ching-Jui Keng ◽  
Van-Dat Tran ◽  
Tze-Hsien Liao ◽  
Chao-Ju Yao ◽  
Maxwell K. Hsu
Keyword(s):  
Consumer Products ◽  
Brand Attitude ◽  
Product Knowledge ◽  
Direct Experience ◽  
Content Type ◽  
Virtual Experience ◽  
Consumer Experiences ◽  
Sequential Combination ◽  
High Level ◽  
The Impact

Purpose – The purpose of this paper is to explore the impact of the sequential combination of consumer experiences on product knowledge and brand attitude. Additionally, the moderating role of desire for unique consumer products (DUCP) was also discussed. Design/methodology/approach – Four types of sequential combinations of consumer experiences were designed: exposure to escapist virtual experience preceding direct experience (VEescapist→DE), exposure to education virtual experience preceding direct experience (VEeducation→DE), exposure to escapist virtual experience preceding indirect experience (VEescapist→IDE), and exposure to education virtual experience preceding indirect experience (VEeducation→IDE). A total of 302 undergraduate college students in Taiwan participated in this study. Findings – The results revealed that DUCP moderated the sequential combination of consumer experiences on product knowledge. For the high level of DUCP, there are significant differences among the effects of the sequential combination of consumer experiences on product knowledge. Specifically, it was found that VEescapist→IDE produces the highest product knowledge while VEeducation→DE produces the lowest product knowledge. Regarding the low level of DUCP, there are not significant differences among the effects of sequential combination of consumer experiences on product knowledge. Originality/value – This study extended the studies of Daugherty et al. (2008), Pine and Gilmore (1999), and Keng et al. (2012) to further explore the effects of the sequential combination of experiences.

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

Focus on Brand Choice: Assessing the Behavioral Response to Sponsorship-Linked Communication

2018 ◽  
Vol 32 (6) ◽  
pp. 531-541 ◽  
Author(s):  
Christopher Rumpf ◽  
Christoph Breuer
Keyword(s):  
Behavioral Response ◽  
Choice Behavior ◽  
Current Knowledge ◽  
Behavioral Outcomes ◽  
Brand Choice ◽  
Large Degree ◽  
Choice Test ◽  
Control Group ◽  
Financial Return ◽  
The Impact

Current knowledge on the behavioral response to sponsorship is to a large degree based on field studies measuring self-reported purchase intentions. In an effort to provide more solid evidence for the impact of sponsorship-linked communication on brand choice behavior, a controlled lab study was carried out. A fictitious brand was created and virtually embedded into real sport broadcasts serving as stimulus clips. To measure the cognitive, affective, and behavioral outcomes, multiple methods such as eye tracking, a brand feeling scale, and a spontaneous choice test were applied. Compared with the control group, participants in the stimulus group were significantly more likely to choose the fictitious target brand. Moreover, the study finds that brand choice behavior is sensitive to changes in brand feelings. The results can be regarded as a next step in predicting the behavioral outcomes from sponsorship as the basis to calculate its financial return.

scholarly journals The Role of Virtual Experiences in Increasing Knowledge, Motivation, Independence and Cultural Capital from Disadvantaged Pupils in England

2021 ◽  
Vol 13 (2) ◽  
pp. 107-142
Author(s):  
Olivia Gillard
Keyword(s):  
Cultural Capital ◽  
Primary Schools ◽  
Learning Experiences ◽  
Value Added ◽  
Virtual Learning ◽  
Cultural Knowledge ◽  
New Information ◽  
Before And After ◽  
Virtual Experiences ◽  
The Impact

Abstract Objective: To investigate the impact of virtual learning experiences (VLEs) in school amongst disadvantaged 9 to 11-year-olds: specifically, do virtual experiences increase their knowledge, motivation and independence in learning about a topic, and does this increase their cultural capital. Methodology: Participants explored virtual experiences on countries around the world, with the number of facts learnt before and after recorded. Questionnaires were also completed to record views of virtual experiences. Findings: Findings suggest virtual experiences were successful in teaching participants new information, and increased their independence and motivation to engage with learning, and thus could be successful in increasing cultural capital. Significance difference testing revealed that disadvantaged pupils recorded fewer facts than non-disadvantaged pupils, and therefore virtual experiences were not sufficient to close this disadvantage gap. Value Added: The value of virtual experiences being woven into curriculums is discussed as a platform for teaching cultural knowledge. Recommendations: Virtual learning experiences should be considered a core resource for teachers when planning and should be embedded into the curriculum to enhance learning experiences for disadvantaged pupils. Further research should continue to explore the use of VLEs in Primary schools, and the impact of VLEs on cultural capital.

scholarly journals The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Hoang Thi Phuong Thao ◽  
Lu Van Bao Long ◽  
Nguyen Le Thai Hoa
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Structural Equation ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Brand Positioning ◽  
Brand Knowledge ◽  
Organic Rice ◽  
The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

To be or not to be equal: the impact of pride on brands associated with dissociative out-groups

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yue Lu ◽  
Zhanqing Wang ◽  
Defeng Yang ◽  
Nakaya Kakuda
Keyword(s):  
Design Methodology ◽  
Negative Impact ◽  
Important Determinant ◽  
Social Groups ◽  
Underlying Mechanism ◽  
Brand Attitudes ◽  
Content Type ◽  
The Impact ◽  
Authentic Pride ◽  
Practical Implications

Purpose Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups. Design/methodology/approach Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers. Findings The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group. Practical implications The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups. Originality/value This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.

Slogans With Negations’ Effect on Sustainable Luxury Brand

2021 ◽  
pp. 183933492110466
Author(s):  
Felix Septianto ◽  
Joya Kemper ◽  
Gavin Northey
Keyword(s):  
Cognitive Flexibility ◽  
Communication Strategies ◽  
Experimental Studies ◽  
Effective Communication ◽  
Brand Attitudes ◽  
Luxury Brands ◽  
Consumer Responses ◽  
Luxury Brand ◽  
The Impact

The integration of sustainability within luxury brands is of increasing concern to practitioners and academics alike. Thus, it is important to consider how brands can develop effective communication strategies to promote sustainable luxury brands, particularly among an increasingly skeptical consumer base. This research thus investigates the impact of advertising slogans with negations (vs. affirmations) in this regard. Three experimental studies show that advertising slogans with negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2) among consumers with high levels of skepticism. Notably, this effect is driven by an increased cognitive flexibility (Study 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication strategies to increase favorable consumer responses to sustainable luxury brands.

INTERNALISASI NILAI-NILAI AKHLAK ISLAM DALAM MEMBENTUK KARAKTER SISWA SMA AL-KAUTSAR SUMBERSARI SRONO BANYUWANGI

2021 ◽  
Vol 19 (1) ◽  
pp. 157
Author(s):  
Imam Mashuri ◽  
Ahmad Aziz Fanani
Keyword(s):  
Academic Achievement ◽  
Data Collection ◽  
Descriptive Analysis ◽  
Moral Values ◽  
Direct Experience ◽  
The Impact ◽  
Descriptive Qualitative

This study uses a descriptive qualitative type of research. The research was conducted at Sma Al-Kautsar Sumbersari Srono Banyuwangi. Data collection techniques using observations, interviews and documentation. The validity of the data in this study uses triangulation methods and uses descriptive analysis to describe and explain the data obtained. From the results of the research obtained, the process of planting Islamic moral values in shaping the character of students by using 3 stages. First, the stage of value transformation is to provide knowledge and understanding to students. Second, the value transaction stage is by the method of civility and habituation to provide a direct experience to students. Third, the transinternization stage of value is by methods of supervision, advice and reprimand/sanctions. The impact of internalization of Islamic moral values in shaping the character of students in the form of satisfactory academic achievement and the attitude or character of students are increasingly organized.

Measuring the Effects of Advertising Polysemy on Branding

2013 ◽  
pp. 63-85 ◽  
Author(s):  
Ulysses J. Brown ◽  
Anshu Saxena Arora ◽  
Amit Arora
Keyword(s):  
Brand Equity ◽  
Research Literature ◽  
Alcoholic Beverages ◽  
Brand Attitudes ◽  
Print Advertisements ◽  
Research And Practice ◽  
Accommodation Theory ◽  
Corporate Social ◽  
Hierarchy Of Effects ◽  
The Impact

In the advertising research literature, polysemy is defined as different interpretations for the same advertising message. The multiple ad-interpretations can be attributable to complexities and diversities in culture and/or consumers’ own demographics, perceptions, attitudes, lifestyles, values, behavior, and psychographics. We provide a bipolar and dichotomous perspective on advertising polysemy as positive and negative polysemy with research and practice examples from the print advertisements for alcoholic beverages and corporate social responsibility to explain the conditions that lead to the emergence of positive and negative polysemic contexts for the same message. Furthermore, the study explores how polysemy leads to better branding. The research investigates the concept of polysemy and the generation of idiosyncratic meanings, and examines the impact of advertising polysemy on consumer-based brand equity. The research proposes and measures the advertising polysemy and consumer-based brand equity conceptual framework supported by accommodation theory, consumer response theory, and theory of hierarchy of effects, leading to stronger ad-evoked feelings, ad and brand attitudes, and consumer-based brand equity.

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