Official sport event sponsors are increasingly confronted with companies that try to create an association with the event without paying sponsorship fees (“ambush marketers”). This study explores if, ...why, and when official event sponsors can gain from disclosing ambush marketing activities with negative communication frames (“name & shame” disclosure). Three experiments show that with name & shame disclosure, ambush marketers perform worse than brands with no link with the event. In addition, event sponsors benefit from name & shame disclosure. Results indicate, however, that name & shame disclosure is effective only if disclosure information is highly accessible in consumers' mind. Implications of these findings for sponsorship research, event organizers, event sponsors, and ambush marketers are discussed.
•Name & shame disclosure of ambushers is effective.•With name & shame, ambushers perform worse than brands with no event link.•With name & shame disclosure, sponsors perform better than without disclosure.•However, all the effects occur only if disclosure information is highly accessible.
A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine ...associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies, using both observational analyses of real brands and experimental manipulations of invented brands, the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share—both hypothetically and consequentially—and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.
The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the banking ...industry. The proposed conceptual model includes a full mediation of consumer-brand identification and consumer-based brand equity. The data was gathered through a web survey, which was administered among bank customers, yielding a total of 280 valid responses. The analysis was conducted using structural equation modelling. The results shed light on the process that transforms BAtt and eWOM in WTPp. The study has important implications for both theory and practice.
Crisis management consists of a number of capabilities which evaluate crisis signals and implements actions to minimize damage. Both identifying these capabilities and understanding their influence ...on perceptions of brand attitude, credibility and intention to purchase offers significant theoretical and managerial insights. This paper, therefore, proposes a cause-effects model of perceived airline crisis management capabilities and their influence on brand credibility, brand attitude and purchase intention in the aftermath of large-scale Taiwanese airline strikes. Using data collected via an online survey, the study makes three contributions to airline crisis management. It, firstly, identifies a set of crisis management capabilities for strike-hit airlines, secondly, it offers a causal chain of perceived airline crisis management capabilities, brand attitude, brand credibility and purchase intention. Furthermore, it the full mediating effects of brand credibility and brand attitude in the causal chain. This study, thus, makes conceptual and methodological contributions to crisis management and purchase intention research and provides practical insights into effective airline crisis management and brand management for the airline industry.
•A cause-effects model of perceived airline crisis management capabilities was proposed.•Causal chain of airline crisis management capabilities, brand attitude, brand credibility and intention was proved.•A full mediating effect (Brand credibility mediate crisis management capability and intention) was identified.•A partial mediating effect (Brand attitude mediate crisis management capability and intention) was identified.•Conceptual contributions and practical insights into effective airline crisis management for the airline industry are provided.
This study examines the effects of a company publishing photos of their products using either (a) snapshot aesthetics, where pictures portray average situations and appear as if though they could ...have been taken by the average consumer, or (b) traditional studio aesthetics in image based social media. In an experiment where respondents followed an Instagram account of a fashion brand using one of the two aesthetic styles over a period of one week, we demonstrate that in social media, photos with a snapshot aesthetic produce higher brand attitudes and intentions to recommend others to follow the Instagram account. These effects where mediated by higher liking of the images and an increase in source credibility when publishing photos with a snapshot aesthetic.
•A snapshot aesthetic increases brand attitude and word-of mouth intentions on Instagram.•A snapshot aesthetic on Instagram proved more effective than a traditional studio aesthetic.•Liking the images and source credibility are significant mediators of the favorable brand responses.
Is firm-generated content a lost cause? Santiago, Joanna; Borges-Tiago, Maria Teresa; Tiago, Flávio
Journal of business research,
02/2022, Volume:
139
Journal Article
Peer reviewed
Display omitted
•Firm-generated content has negative impact on purchase intention on new clients.•Brand equity and attitude have significant influence on purchase intention.•Our study provides better ...consumer insights for digital marketers.•The study expands the knowledge on firm-consumer interactions.•Marketers must rethink their online marketing strategies regarding FGC.
The COVID-19 pandemic brought lockdowns upon consumers and firms alike, and social media became the vehicle by which brands attract more customers into their sales funnels. Accordingly, firm-generated content (FGC) has become a popular tool, allowing brands to use various content types to show consumers sharable, informative, and comment-worthy information. From the customer's perspective, this content type competes with, and complements, user-generated content (UGC). As current research focuses mainly on UGC, several questions regarding the social media marketing role of FGC, remain unanswered. Hence, this study aims to explain how FGC influences customer purchase intention, using online survey data. We use partial least squares structural equation modeling to analyze the data and determine users' attitudes toward FGC. The findings suggest that FGC negatively influences purchase intention and has little effect on brand equity and attitude. These results challenge marketers to rethink their online marketing strategies.
•Examines the relationship between brand knowledge and non-financial performance in Taiwan green restaurants.•Integrates green restaurant brand attitude as a mediating variable.•Brings new focus on ...the dimension of green restaurant brand attitude.
The restaurant business has been increasingly recognized for its ability to help mitigate many negative environmental impacts. To develop a competitive advantage, green restaurants may adopt an innovative branding strategy. Marketing management recognizes that understanding brand attitude is critical for marketing strategies. Studies have examined the relationship between brand knowledge and non-financial brand performance. However, it remains unclear how the green restaurant brand attitude affects this relationship.
This study aims to fill this research gap by identifying the composition and structure of the brand attitude in Taiwan’s green restaurants and examining the mediating effects of brand attitude on the relationship between brand knowledge and brand performance. The findings of this study broaden and deepen the current knowledge of the role of brand attitude in Taiwan’s green restaurant industry. In practice, it is suggested that green restaurant management should develop well-known brand knowledge to form brand attitudes and foster brand performance.
Corporate social responsibility (CSR) is a well‐touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive ...differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development. The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.
A new measure of brand personality Geuens, Maggie; Weijters, Bert; De Wulf, Kristof
International journal of research in marketing,
06/2009, Volume:
26, Issue:
2
Journal Article
Peer reviewed
Open access
In response to criticism of brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality items only. Belgian ...respondents (
n
=
12,789) participated in a study of 193 brands. The new scale consists of five factors that show an affinity with the Big Five human personality dimensions. Unlike existing scales, this new measure proved to be reliable for between-brand between-category comparisons, for between-brand within-category comparisons, and for between-respondent comparisons. Moreover, the scale showed high test–retest reliability and cross-cultural validity (in the US and nine other European countries).
Studies have shown positive associations between liking a Facebook brand page and brand evaluations, but causal evidence is lacking. This online pre–post-measure experiment compared brand evaluations ...of ‘current followers’ of a target brand's Facebook page, with ‘new followers’ instructed to ‘like’ the page, and ‘non-followers’ over one month. Results showed a significant positive increase for new followers on brand evaluations, whereas non-followers showed no change. Current followers were most positive in evaluations overall, but showed no change over time. This provides evidence that following a brand's Facebook updates can cause positive changes in brand evaluations. The effects were explained by perceived conversational human voice, indicating the importance of brand interactivity. Implications for brands' social media presence are discussed.
•We experimentally tested effects of liking a Facebook page on brand evaluations.•We compare current brand page followers with non- and new followers over one month.•Results reveal that new Facebook followers enhanced brand evaluations.•We show causal (as opposed to correlational) effects of liking a brand on Facebook.•Perceived conversational human voice explains these effects.
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