scholarly journals Dressing your soul: The role of brand engagement in self-concept

2019 ◽  
pp. 75-102
Author(s):  
Valentina Mazzoli ◽  
Diletta Acuti ◽  
Raffaele Donvito ◽  
Eunju Ko
Keyword(s):  
Brand Loyalty ◽  
Self Determination Theory ◽  
Self Determination ◽  
Self Concept ◽  
Comprehensive Model ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Managerial Implications ◽  
Definition Of

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals' propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.

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.

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.

Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty

2018 ◽  
Vol 14 (3) ◽  
pp. 34-53 ◽  
Author(s):  
Samala Nagaraj ◽  
Sapna Singh
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Experiment Design ◽  
Customer Participation ◽  
Brand Engagement ◽  
Serial Mediation ◽  
Quasi Experiment

The main aim of this article is to investigate the role of customer-brand engagement (CBE) and relationship quality (RQ) when individuals engage online with a brand. The study empirically examines the serial mediation of CBE and RQ between customer participation and brand loyalty. The research included a posttest only, in a quasi-experiment design, with two comparative groups: Purchasers and nonpurchasers. A total of 215 students were invited to engage with a selected brand on Facebook for 5 days consecutively, and for 20 minutes each day. Subsequently, the participants' opinions were collected using a questionnaire. Process Macros was used to test the serial mediation (Hayes, 2013). The results confirm that CBE does not mediate among the purchasers' group, however, CBE and RQ exhibit serial mediation. Also, RQ does not mediate among the nonpurchasers' group. This evidence suggests that purchasers do not exhibit loyalty through engagement alone and confirms that CBE is beyond transactions. Finally, results support the importance of CBE for the management to improve brand loyalty.

scholarly journals Mối liên hệ giữa sự thỏa mãn các nhu cầu tâm lý cơ bản, động lực học tập, và trì hoãn học tập ở sinh viên [The relationships between the satisfaction of basic psychological needs, academic motivation, and academic procrastination among students]

2020 ◽  
Author(s):  
Quang Ngoc Nguyen ◽  
Thuy-Tien Thi La ◽  
Mai Thi Phan ◽  
Thuy-Dung Ninh
Keyword(s):  
Intrinsic Motivation ◽  
Academic Motivation ◽  
Self Determination Theory ◽  
Psychological Needs ◽  
Basic Psychological Needs ◽  
Self Determination ◽  
Academic Procrastination ◽  
Level Of Satisfaction ◽  
Academic Motivations

Nghiên cứu được tiến hành dựa trên lý thuyết tự quyết nhằm tìm hiểu về mối liên hệ giữa sự thỏa mãn các nhu cầu tâm lý cơ bản, động lực học tập, và trì hoãn trong học tập ở sinh viên. Mẫu nghiên cứu là mẫu thuận tiện với 341 sinh viên có độ tuổi trong khoảng từ 19 đến 26. Trong đó, nam chiếm 11.7% và nữ chiếm 88.3%. Mức độ thỏa mãn các nhu cầu tâm lý cơ bản, các loại động lực học tập, và mức độ trì hoãn trong học tập được đo lường bởi các thang đo. Kết quả phân tích tương quan cho thấy trì hoãn trong học tập có tương quan nghịch chiều với các loại động lực học tập tự chủ và mức độ thỏa mãn các nhu cầu tâm lý cơ bản. Phân tích đường dẫn cho thấy sự thỏa mãn nhu cầu gắn kết và nhu cầu tự chủ góp phần làm tăng sự thỏa mãn nhu cầu năng lực, qua đó làm giảm tình trạng thiếu động lực học tập đồng thời làm tăng động lực hướng đến thành tựu, và dẫn tới mức độ trì hoãn học tập thấp hơn. Các kết quả nghiên cứu ửng hộ giả thuyết của lý thuyết tự quyết về vai trò của việc đáp ứng các nhu cầu tâm lý cơ bản nhằm thúc đẩy động lực bên trong. [The study was conducted based on the self-determination theory to examine the relationships between the satisfaction of basic psychological needs, academic motivation, and academic procrastination among students. The sample was a convenient ?one with 341 students aged between 19 and 26. In particular, males accounted for 11.7% and females accounted for 88.3%. The level of satisfaction of basic psychological needs, the types of academic motivation, and the level of academic procrastination were measured by several scales. The results of correlation analysis showed that the academic procrastination was negatively correlated with autonomous academic motivations and the level of the satisfaction of basic psychological needs. Path analysis showed that the satisfaction of relatedness and autonomy needs contributed to the satisfaction of competence need, thereby reducing amotivation and increasing intrinsic motivation towards achievement which lead to lower levels of academic procrastination. The findings supported the hypothesis of self-determination theory about the role of meeting basic psychological needs in order to promote intrinsic motivation.]

Brand Anthropomorphism

2018 ◽  
pp. 39-61
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Online Survey ◽  
Entertainment Industry ◽  
Marketing Communication ◽  
Promising Tool ◽  
Managerial Implications ◽  
Social Media Platforms ◽  
Brand Attributes

This chapter addresses brand anthropomorphism, in particular how sports mascots can be utilized on social media to increase emotional connectivity with fans and their affiliated teams. The history and role of mascots and present day usage encourages understanding of how narratives are a positive and promising tool for marketing communication professionals and those in the sports and entertainment industry. Interviews were conducted with personnel associated with mascots to gain insights into the concept of brand anthropomorphism. Also, an online survey was conducted on mascot brand attributes and results were presented. The ability to personify a brand has significant managerial implications, and this chapter demonstrates how social media platforms may drive brand loyalty.

The Blended Learning Environment in Higher Education

2016 ◽  
pp. 180-197
Author(s):  
Ellen Boeren
Keyword(s):  
Higher Education ◽  
Learning Environment ◽  
Blended Learning ◽  
Learning Environments ◽  
Critical Analysis ◽  
Teaching And Learning ◽  
Teaching Practice ◽  
Self Determination Theory ◽  
Self Determination

This chapter explores the author's experiences with blended learning, both as a tutor and as a student at a British Russell Group University. The chapter starts from the importance of encouraging an autonomy supporting learning environment, featured within self-determination theory (Ryan & Deci, 2000). In the first part of the chapter, definitions of blended learning will be briefly reviewed. Secondly, the role of the learning environment will be explained, drawing upon previous research on learning environments undertaken by Darkenwald and Valentine (1986), mentioning the importance of the learning environment within motivational theories. Thirdly, results of a critical analysis on the own teaching and learning practice will be conducted, comparing the perspective of being a tutor and being a student. Finally, recommendations for future teaching practice will be discussed, before concluding this chapter.

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