The Influence of Sport Human Brand Traits, Consumer-Sport Human Brand Relationship, and Match-Up between Product Image and Sport Human Brand on Sport Human Brand Attachment, Brand Attitude, Brand Royalty, and Purchasing Intention: Focused on TV Advertisem

2013 ◽  
Vol 54 ◽  
pp. 523-538
Author(s):  
Jong Back Kim
Keyword(s):  
Brand Attitude ◽  
Brand Attachment ◽  
Brand Relationship ◽  
Purchasing Intention ◽  
Product Image

Revisiting the effects of anthropomorphism on brand relationship outcomes: the moderating role of psychological disposition

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kuan-Ju Chen ◽  
Jhih-Syuan Lin
Keyword(s):  
Online Survey ◽  
Mediating Effects ◽  
Literature Study ◽  
Psychological Traits ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Relationship ◽  
Wide Range ◽  
Relationship Outcomes ◽  
Psychological Disposition

Purpose Given the thriving attention paid to brand personification in marketing, this paper aims to delve into consumers’ psychological traits that may moderate the positive anthropomorphic effects on brand outcomes specific to relationship marketing. Design/methodology/approach A theoretical model was proposed based on a review of the extant literature. Study 1 conducted an online survey and used confirmatory factor analysis to validate the constructs significantly correlated with anthropomorphic processing. Two follow-up studies (Study 2a and 2b) using experimental designs were performed to provide evidence substantiating the moderated mediation in the process. Findings Based on the results across the three studies, motivational, rather than cognitive, disposition significantly correlates with perceived anthropomorphism and brand relationship outcomes. Need for belonging serves as a sociality moderator in strengthening the mediating effects of perceived anthropomorphism on brand attachment and brand experience, respectively. Parasocial interaction serves as an effectance moderator in augmenting the mediating effects of perceived anthropomorphism on brand attachment. Research limitations/implications This research extends and contrasts the theoretical grounding for anthropomorphism as a set of situational consumer perceptions by integrating its boosting factors in social psychology with emerging brand constructs in marketing and consumer behavior research. More studies are encouraged to probe into the complex anthropomorphic phenomenon. Practical implications This research sheds light on marketers’ strategic management efforts in implementing brand personification to target a wide range of market segments with diverse psychological disposition. Originality/value Conceiving anthropomorphism as an in-process situational output in information processing, this research provides further understanding of the psychological traits that facilitate the construction of consumer-brand relationships through anthropomorphic perceptions in the context of brand personification.

scholarly journals Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

2021 ◽  
Vol 123 (13) ◽  
pp. 221-240
Author(s):  
Pantea Foroudi ◽  
Maria Palazzo ◽  
Asfia Sultana
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Attitude ◽  
Partial Least Square ◽  
Least Square ◽  
Social Self ◽  
Brand Attachment ◽  
Content Type ◽  
Restaurant Managers ◽  
Revisit Intentions

PurposeFollowing the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector.Design/methodology/approachThe study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM).FindingsThis study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude.Practical implicationsThe results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.Originality/valueThe study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

The Role of Customer Engagement in the COVID-19 Era

2021 ◽  
pp. 91-116
Author(s):  
Sara Santos ◽  
Pedro Espírito Santo ◽  
Luísa Augusto
Keyword(s):  
Social Media ◽  
The Other ◽  
Customer Engagement ◽  
Special Role ◽  
Brand Attachment ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Relationship ◽  
Multidimensional Concept

Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.

“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

2014 ◽  
Vol 4 (1/2) ◽  
pp. 87-100 ◽  
Author(s):  
Carsten Baumgarth
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Brand Identification ◽  
Brand Attachment ◽  
Content Type ◽  
Cultural Sector ◽  
Visitor Survey ◽  
Practical Implications ◽  
Modelling Approach

Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from the classical brand research on the cultural sector. This model is tested by a visitor survey for an independent theatre and the soft modelling approach PLS. Findings – Brand attitude and brand attachment explain similar simple types of consumer behaviour in the cultural and arts context. However, most difficult visitors’ behaviour like volunteering or demonstration is only explained by brand attachment. Practical implications – Cultural manager should consider brand attachment as an additional construct in classical visitor surveys. Furthermore, cultural manager should develop and implement measures for increasing the brand attachment via a higher level of brand identification and brand prominence. Originality/value – This paper is the first research, which integrates the construct brand attachment in the cultural sector. Furthermore, the distinction between different categories of visitors’ behaviour is new and fruitful for further brand research in the cultural sector. Finally, the discussed measures for improving the brand attachment opens directions for further research.

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

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