•Effects of advergame’s context-related factors on consumers are examined.•Factors such as gaming device and access platform affect delayed brand memory.•Elaboration likelihood of the messages ...mediate these relationships.•here factors also have an interaction effect on delayed brand attitude.•Marketers should focus more on context-related rather than content-related factors.
Extant studies in the domain of gamification of advertising examine the effects of content-driven factors (i.e., game and brand characteristics) of online games on consumer behavior. However, they mostly overlook the role of important contextual cues such as access platform (online channel to access these games) and gaming device. Effects of these cues on consumer behavior are examined in three experimental studies. Study 1 examines a 2 (access platform) × 2 (gaming device: mobile phone vs. PC) effect on brand memory. Study 2 investigates the role of elaboration likelihood (high vs. low) in improving brand memory in a poor scenario (brand website + mobile phone). Study 3 examines the interaction effects of these contextual factors on brand attitude mediated by consumers’ flow experience. These studies find that the interaction between access platform and gaming devices differentially affects brand attitude and memory of the consumers. Moreover, consumers’ engagement and flow experience are found to mediate the effects of these contextual factors on brand memory and brand attitude respectively.
In response to a top ten global consumer trend, firms are increasingly introducing environmentally sustainable ("green") new products. Firms allocate significant resources to this area; thus, the ...authors consider the brand-level implications by investigating how the introduction of green new products changes attitude toward the brand. In examining this relationship, they draw from social identity and framing theories to investigate drivers of green new product introductions as well as the moderating effects of message framing, source credibility, and product type. Estimating a three-stage least squares model based on new product introductions from 75 brands across a fouryear time period (2009–2012), the authors find that green new product introductions can indeed improve brand attitude and that both the brand and category's positioning influence the introduction of green new products. They also find that the quantity of green messages, the product type, and their source credibility influence the extent to which green new products change brand attitude. The authors use these findings to provide guidance for managers as they attempt to effectively link their green innovation efforts to improve consumer attitudes toward their brands.
•This research extends the authenticity concept to storytelling and explains how consumers react differently to different authentic (indexical and iconic) storytelling. For both types, the more ...authentic the cue, the more positive the brand attitudes of customers.•This study applies the ELM to develop communication strategies and proposes that the level of price and product types are important moderators in customers’ perceptions of authenticity in brand storytelling.•By investigating the mediating roles of emotional activation and counterarguments in brand storytelling, we show that emotional activation and counterarguments are good predictors of brand attitudes.•Given the increased consumer uncertainty about commercial ads, such empirical research could help marketers in terms of how to effectively communicate with consumers.
Good brand stories grab attention. They are effective ways to communicate with customers. But no matter the nature of the stories, they must be authentic, because customers may doubt that products and services are as good as businesses claim. To explore the effects of authenticity, this research distinguishes two types: indexical and iconic. The authors conduct two studies to determine how these types of authenticity influence customers’ brand attitudes. Results show that both indexical and iconic authenticity positively relate to brand attitudes, indicating that both indexically and iconically authentic storytelling improve consumers’ evaluations of brands and convey brand value to customers. They also show that the effect of indexical authenticity on brand attitude varies according to price level (high or low) and product type (search or experience). These findings provide useful managerial implications for practitioners seeking to use brand storytelling to enhance the attitudes of customers toward their brands.
•NutriScore doesn‘t moderate the relation brand attitude-purchase intention.•The effectiveness of NutriScore is conditioned by consumers’ attitudes and gender.•In the case of women, NutriScore ...labelling lacks an impact on brand attitude.•For men, NutriScore impacts the variables which determine purchase intention.
Nutritional labelling is an instrument to generate eating patterns. The establishment of means to support nutritional labelling is encouraged via a Front-of-Pack (FOP) labelling which facilitates consumers’ comprehension and improves their choices. The aim of this work is to establish the impact that FOP labelling has on the relation between brand attitude and purchase intention, as well as to determine the effect of gender on these relations. Two surveys have been done. The first (129 responses) analyzes the relation between brand attitude and purchase intention without the presence of FOP labelling. The second (111 respondents) presents the FOP labelling. Multigroup analysis establishes the existence of differences in the relation between brand attitude and purchase intention due to the existence of FOP labelling in the case of the male sample. The effectiveness of FOP labelling is conditioned by the consumers’ brand attitudes and by the impact of gender.
The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are ...no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.
Purpose
The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Facebook affects brand attitude and, consequently, influences purchase intention ...of smartphones. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumers’ attitude towards the brand but also impacts their buying intentions.
Design/methodology/approach
A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 311 respondents comprising users of Facebook.
Findings
The research established that user-generated positive eWOM on social networking site, Facebook significantly influences brand attitude and purchase intention of consumer electronics.
Research limitations/implications
The data set used for the study limits generalizing of results, as the data are not representative across industries or across all social media applications. The study provides a useful and interesting insight into the theory and practice of eWOM. It shows how social eWOM, an emerging communication tool, not only helps twenty-first century marketers in reaching customers, but how it also plays a vital role in affecting brand attitude and purchase intention of products.
Originality/value
This paper provides useful and valuable insights into the relationship between social eWOM, brand attitude and purchase intention of consumer electronics, an area that largely remains unexplored. The study can also be replicated for other products or services for future research.
This study aimed to investigate how a firm’s corporate social responsibility (CSR) practices affect customers’ attitudes, their self-brand connection, and, in turn, brand preference with ridesharing ...services (e.g., Uber). Adopting a second-order construct of perceived corporate social responsibility (PCSR) reflected from three CSR dimensions—environment, economy, and ethics—this study posited PCSR influences customers’ brand attitudes, self-brand connection, and brand preference. A total of 300 valid responses was collected from a convenience sample. Results revealed PCSR showed significant impacts on customers’ brand attitudes and self-brand connection. However, no direct impact of PCSR on customers’ brand preference was identified, while mediation effects were detected between PCSR and brand preference by brand attitudes and self-brand connection. This study also discussed the managerial and theoretical implications of PCSR practices for a ridesharing service industry.
•Community experience is an important driver of community commitment, of which social experience is more important.•SNS brand community experience includes: information experience, entertainment ...experience, homophily experience, relationship-based experience.•Enterprises should systematically integrate the related brand information into entertainment information and social information.•SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude.•SNS brand community commitment can cultivate customers' positive brand attitude and promote their purchase intention. It should be noted that the formation of purchase intention depends on positive brand attitude.
The brand community built by social networking sites (SNSs) promotes efficiency in modern marketing. However, building consumer-brand relationships through an SNS brand community to improve marketing performance has always presented a challenge. Thus, this study aims to identify and test the main factors related to SNS brand communities that can predict purchase intention. The conceptual model includes community experience, community commitment, brand attitude, and purchase intention. The results of the structural equation modeling (SEM) using a sample of 278 Korean consumers reveals that in addition to information experience, other experiences (entertainment, homophily, and relationship-based) have a positive influence on community commitment. Relationship-based experience as constructed in this study has the largest impact on community commitment. SNS brand community commitment has a positive influence on brand attitude. However, SNS brand community commitment has no significant impact on purchase intention. Finally, the results show that SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude. This study suggests that companies should strategically manage consumers’ SNS brand community experiences and commitment. Other theoretical implications and managerial implications are also discussed.
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the ...impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.
Short videos have been increasingly in demand recently while also holding promise for tourism marketing. Many destination management organizations have tried to make short videos by shooting the ...grand landscapes of a destination. However, the effective video characteristics and internal processes of potential tourists while watching such short videos remain unclear. We propose that a short video's narrative aspect can influence destination brand attitude. Accordingly, we developed this study around narrative transportation theory, and extended the antecedent and consequence variables of narrative transportation. We investigated two main questions, as follows: 1) Can narrative short videos have a positive effect in tourism marketing? and 2) What is the mechanism underlying the development of narrative transportation? The effect of narrative transportation, sense of presence, and psychological reactance in short narrative videos on destination brand attitude were investigated. We analyzed data from 408 participants using structural equation modeling analysis. The results indicated that the narrative of short videos promotes brand attitude, and that this effect is achieved by lessening individuals' psychological reactance to official advertisements and providing them with an immersive experience that delivers the sense of presence. These results not only add to the research on the use of narrative in short videos, but also indicate that short videos could be an effective marketing strategy for destinations.
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