Issues With the Importance of Branding, Brand Personality and Symbolic Meaning of Brands in the Smartphone Industry

2019 ◽  
pp. 56-97
Author(s):  
Dominic Appiah ◽  
Wilson Ozuem
Keyword(s):  
Word Of Mouth ◽  
Identity Theory ◽  
Brand Personality ◽  
Negative Word ◽  
Symbolic Meaning ◽  
Comparative Advertising ◽  
Managerial Practices ◽  
Brand Switching ◽  
Social Creativity ◽  
Positive Effect

The extent to which a brand expresses and enhances one's identity is determined by the level of brand identification and this has a positive effect on word-of-mouth reports. Identification is often linked to the causes and aims of the organization; in instances where the organization is known to stand for a particular cause, consumers are likely to identify with the mission of the company and furthermore to demonstrate loyalty to its products. Drawing on the identity theory perspective, this chapter aims to examine the resistance to brand switching in the smartphone industry. The findings suggest that brand identifiers sometimes proactively generate negative word-of-mouth about brands that they do not identify with, especially after they are exposed to comparative advertising. Several insights regarding the literature on resistance to brand switching in the smartphones industry were identified, including conceptualizing social creativity. Suggestions are offered for future researchers, and implications for managerial practices on the study findings are provided.

Determining the Motives and Behaviors of Brand Hate

2021 ◽  
pp. 474-498
Author(s):  
Reyhan Günaydin ◽  
Emel Yıldız
Keyword(s):  
Brand Equity ◽  
Experiential Avoidance ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Negative Impact ◽  
Negative Word ◽  
Face To Face ◽  
Brand Switching ◽  
Positive Effect ◽  
Brand Hate

The aim of this study is to determine the effects of experiential avoidance, moral avoidance, and identity avoidance on brand hate. In addition, this study of brand hate, brand revenge, brand switching intention, electronic negative word of mouth marketing and its effects on brand equity have been tested. The data in this study were obtained from a face-to-face survey with 394 consumers. Cronbach alpha coefficient analysis was used for the reliability of the scales. Factor analysis was used for the validity of the scales. The hypotheses in the study were tested by structural equation analysis. According to the results of the study; ıt was concluded that there is a positive effect of experiential avoidance, identity avoidance, and moral avoidance on brand hate. Also, brand hate has a positive effect on revenge, electronic negative word of mouth marketing, brand switching intention. In addition, brand hate has been found to have a negative impact on the overall brand equity.

scholarly journals Effect of Variety Seeking and Electronic Word of Mouth on Brand Switching (Study on Millennial Generation as Modern Coffee Shop Consumers in Surabaya)

2021 ◽  
Vol 8 (8) ◽  
pp. 333
Author(s):  
Marisa Arnindita Palma ◽  
Sri Setyo Iriani ◽  
Harti Harti
Keyword(s):  
Problem Solving ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Sampling Techniques ◽  
Snowball Sampling ◽  
Variety Seeking ◽  
Coffee Shop ◽  
Brand Switching ◽  
Coffee Shops ◽  
Positive Effect

The purpose of this study is to find out the Effect of Finding Variations and Communicationby OnlineWord of Mouthtoward Brand Switching (Study on Coffee Shop Consumers in Surabaya). This type of research is conclusive research. Research with problem solving research studies using the number of respondents as many as 200. As for obtaining data from 200 respondents, researchers added an error sampling of 5% so that the number of respondents as many as 210. Sampling techniques used in this study are non probability sampling, with judgemental sampling method and snowball sampling. The results of this study showed that the search for variations positively influenced the Switching of Consumer Brands of Modern Coffee Shops in Surabaya e-WOM has a positive effect on the Switching of Consumer Brands of Modern Coffee Shops in Surabaya.

The effects of consumer ethnocentrism and consumer animosity on perceived betrayal and negative word-of-mouth

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hsiang-Ming Lee ◽  
Tsai Chen ◽  
Yu-Shan Chen ◽  
Wei-Yuan Lo ◽  
Ya-Hui Hsu
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Marketing Strategies ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Consumer Animosity ◽  
Subject Experiment ◽  
The Relationship ◽  
Positive Effect

PurposeThe purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).Design/methodology/approachThis study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data.FindingsThe results showed that if a brand violates the perception of fairness, ethnocentrism and animosity will have a positive effect on perceived betrayal. In addition, low consumer animosity revealed a significant consumer ethnocentrism effect and low ethnocentrism revealed a significant animosity effect, while the relationship between perceived betrayal and word of mouth is negative.Originality/valueThe current research adds to the understanding about how the reaction to a domestic brand's marketing strategies that are viewed as unfair and hurt the domestic consumers' expectations.

scholarly journals Motivations of brand avoidance

2020 ◽  
Author(s):  
Dóra Tamasits
Keyword(s):  
Qualitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Brand Personality ◽  
Negative Word ◽  
Consumer Loyalty ◽  
Symbolic Consumption ◽  
Extant Literature ◽  
Brand Relationship ◽  
Functional Factors

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.

The effects of outward and inward negative emotions on consumers’ desire for revenge and negative word of mouth

2019 ◽  
Vol 43 (5) ◽  
pp. 818-841
Author(s):  
Chih Wen-Hai ◽  
Chien-Yun Yuan ◽  
Ming-Te Liu ◽  
Jiann-Fa Fang
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Negative Emotion ◽  
Negative Emotions ◽  
Negative Word ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Revenge Plays ◽  
Positive Effect

Purpose All previous research seldom considered the proliferation process from the perspective of consumers or from a negative perspective to examine the desire for revenge and negative word of mouth (WOM) caused by deficiencies in innovative products. The purpose of this paper is to investigate consumers’ subsequent behaviors after they have outward and inward negative emotions such as anger and regret. The objective of this study is to explore the different effects of customers’ anger and regret on desire for revenge and negative WOM. Design/methodology/approach This research uses structural equation modeling to analyze 226 samples. Findings The results showed that regret has significant and positive effects on desire for revenge and negative WOM but anger has only a significant and positive effect on desire for revenge. Moreover, desire for revenge has a significant and positive effect on negative WOM. In addition, the desire for revenge plays a crucial mediator between anger and negative WOM as well as regret and negative WOM. Practical implications Corporations can use tangled emotions among consumers to predict the development of the desire for revenge and immediately implement remedies for deficiencies to prevent consumers from developing the desire for revenge and spreading negative WOM regarding the corporation or product, or engaging in other revenge behaviors. Corporations can easily detect and prevent the path between anger and revenge behaviors simply based on the desire for revenge. In contrast to the outward negative behavior that is anger, regret is implicit and internal. Originality/value This study explored two negative emotions of affect (anger and regret) based on affection and conation/action of the tricomponent attitude model and their different effects on consumers’ revenge behaviors such as desire for revenge and negative WOM. The contributions of this research are to clarify the different relationships between outward negative emotion (anger) and desire for revenge/negative WOM as well as inward negative emotion (regret) and desire for revenge/negative WOM.

An Empirical Investigation into Personal Characteristics' Effect on Choosing Complaint Channels

2019 ◽  
Vol 3 (4) ◽  
pp. 195-208
Author(s):  
Hannes Boepple ◽  
Janine Göttling ◽  
Marie-Christin Papen ◽  
Florian U. Siems
Keyword(s):  
Word Of Mouth ◽  
Empirical Investigation ◽  
Personal Characteristics ◽  
Negative Word ◽  
Channel Choice ◽  
Valuable Customer ◽  
Word Of Mouth Communication ◽  
Customer Reaction ◽  
Managerial Perspective ◽  
Selection Of

For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which aspects influence the selection of the complaint channel (e. g. telephone, social media). Therefore, a 1x2 experimental study (n = 244) was conducted. Results reveal effects of personal characteristics (aggressiveness, argumentativeness and social anxiety) on complaint channel choice. A moderating effect of failure severity was also partially found. From a managerial perspective, it is recommended to provide various complaint options. This would allow the disappointed consumer to choose an adequate complaint channel depending on his or her personality.

scholarly journals Crisis Communication Preparedness Practices Among U.S. Charitable Organizations: Results From a National Survey

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110145
Author(s):  
Ryan P. Fuller ◽  
Antonio La Sala
Keyword(s):  
Nonprofit Organizations ◽  
Crisis Management ◽  
Crisis Communication ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
Organizational Crisis ◽  
Crisis Planning ◽  
Charitable Organizations ◽  
Major Stakeholder

Organizations should prepare for crises, through identifying crisis concerns, having written crisis communication plans, and designating teams for crisis planning and response, for example. Nonprofit organizations, which represent an important sector of U.S. society, are no different in needing to prepare, but to date, a review of their crisis communication preparedness is lacking. Therefore, a national online survey of 2,005 U.S. charitable organizations was administered to determine nonprofit organizations’ adoption of an anticipatory perspective of crisis management. The anticipatory perspective shifts the organization’s focus from reaction to crises to anticipation of them. According to the survey, 75% of organizations reported at least one organizational crisis in the 24 months prior to taking the survey (circa 2017–2019). Loss of a major stakeholder was the most common organizational crisis that had occurred and the greatest future concern. Most nonprofits (97.5%) reported implementing some crisis communication preparedness tactics. Importantly, charitable organizations can enact communication preparedness tactics without significantly detracting from program delivery. Moreover, given the general concerns within the sector, nonprofit organizations should prepare specifically for loss of a major stakeholder and technologically created crises such as data breaches and negative word of mouth on social media.

EXPRESS: Religious Belief, Religious Priming, and Negative Word-of-Mouth in Everyday Service Failure Encounters

2021 ◽  
pp. 002224372110111
Author(s):  
Riza Casidy ◽  
Adam Duhachek ◽  
Vishal Singh ◽  
Ali Tamaddoni
Keyword(s):  
Social Exchange ◽  
Religious Belief ◽  
Word Of Mouth ◽  
Service Failure ◽  
Online Reviews ◽  
Negative Word ◽  
Mediating Role ◽  
Fairness Norms ◽  
Strategic Variable

This research examines the effects of religious belief and religious priming on negative word-of-mouth (NWOM) behavior. Drawing on social exchange and norm paradigms, we theorize and find evidence of the unique effects of religious belief and religious priming on NWOM in everyday service failure encounters. Specifically, we find that religious belief is associated with higher NWOM, driven by a greater sensitivity to violations of fairness norms, which in turn reduces forgiveness. However, exposure to religious priming attenuates NWOM among more religious consumers by reducing sensitivity to violations of fairness norms, which in turn enhances forgiveness. A field study involving over 1.2 million online reviews of actual restaurant experiences, in addition to four lab studies, provides support for our theorized effects. Our study sheds light on the religion–forgiveness discrepancy by establishing the mediating role of sensitivity to fairness violations on the relationship between religion and forgiveness in the NWOM context. Further, our results demonstrate the importance of religion as a strategic variable in the management of service failure experiences, providing theoretical implications for the literature on the effects of religion on consumer behavior.

scholarly journals Hubristic pride & prejudice: The effects of hubristic pride on negative word-of-mouth

2020 ◽  
Vol 37 (3) ◽  
pp. 621-643 ◽  
Author(s):  
Felix Septianto ◽  
Gavin Northey ◽  
Tung Moi Chiew ◽  
Liem Viet Ngo
Keyword(s):  
Word Of Mouth ◽  
Negative Word

The decay of positive and negative word of mouth after product experience

2014 ◽  
Vol 22 (4) ◽  
pp. 350-355 ◽  
Author(s):  
Robert East ◽  
Mark D. Uncles ◽  
Jenni Romaniuk ◽  
Chris Hand
Keyword(s):  
Word Of Mouth ◽  
Negative Word ◽  
Product Experience
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