This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were ...utilized to collect data from consumers. The results based on structural equation modeling showed that the perceived attractiveness and expertise of a celebrity were separately antecedent to the perceived homophily and reverence of consumers for the celebrity. This in turn allowed consumers to build PSI with the celebrity and led to a positive attitude toward the celebrity-endorsed brand. No differences were found between non-fans and fans of the selected celebrity regarding the confirmed path from celebrity characteristics to consumer brand attitude
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PSI and its influencing factors. This work highlighted the significance of consumer-celebrity relations for endorsement effectiveness through proving consumer-celebrity PSI and its drivers as indispensable steps in the endorsement process.
People frequently observe others’ consumption, making inferences about both the consumer and the consumed brands. Although these observations are often beneficial for brands, this research ...demonstrates that observing luxury brand consumers whose consumption arose from unearned (vs. earned) financial resources reduces observers’ brand attitudes when observers place a high value on fairness. When fairness values are high, observers do not perceive luxury brand consumers who use unearned (vs. earned) consumption resources as prestigious, and in turn, lower prestige perceptions adversely affect observers’ brand evaluations for luxury brands. Consistent with our theorizing regarding the signaling of prestige, the joint effect of consumers’ consumption resources and observers’ fairness values on observers’ brand attitudes does not hold for nonluxury brands, which are not associated with prestige and thereby are not denigrated when the consumer is not perceived as prestigious. This research sheds light on the role of moral values in marketplace judgments of luxury consumption and brand attitude by considering the influence of consumption resources on observers’ judgments.
Rapid growth of internet users in Indonesia and the Covid-19 pandemic situation has prompted the emergence of new Internet Service Providers in line with the increasing demand for internet access. ...Several new internet service providers are emerged leading to a more competitive environment. Churn in subscription model business become important variable since the brand of internet service provider increasing. The purpose of this study is to examine factors influence customer churn in internet service provider so company can resolve and anticipate the churn problems. By using the method SEM-PLS to 102 respondents data collected, it was concluded that customer churn was significantly influenced by complaint management and multi-brand attitude. Another result is the tendency of multi-brands attitudes moderates the price which is significantly related to customer churn.
Virtual anime endorsement has been prevalent as an advertising strategy, and many companies invest massive amounts of money into virtual endorsements. While previous studies have found that ...endorser-product congruence is related to consumer brand attitude and purchase intention, it is not known whether moderate incongruence between a virtual anime endorser and a product has a positive influence on brand attitude and purchase intention. This study developed a 1 × 2 experiment to investigate the influences of virtual anime endorser–product congruence and moderate the endorser–product incongruence on consumer brand attitude and purchase intention. Product involvement played a key moderating role in the relationships of virtual anime endorser–product congruence and the endorser–product incongruence with consumer attitudes. A total of 919 participants were recruited from animation-related venues and stores in Taiwan. The findings of this study validated the interaction effects of virtual anime endorser-product congruence and incongruence on these two consumer responses, i.e., brand attitude and purchase intention. This study further investigated the moderating effect of product involvement in the relationships of virtual anime endorser–product congruence and moderate the endorser–product incongruence with consumer responses. The findings of this study provide a valuable reference regarding endorsers and product patterns through which enterprises can maximize their value.
In two field studies, this article investigates the potential benefits of combining brand placement with program sponsorship messages vis-à-vis brand placement or program sponsorship messages only in ...terms of brand recall and brand attitude. Study 1 presents a quasi-natural experiment in which respondents (n=334) are randomly exposed to a full-length episode of a television program corresponding to one of four conditions (control group, brand placement only, program sponsorship messages only, brand placement plus program sponsorship messages). Study 2 replicates the findings by measuring responses of viewers (n=7629) to 19 real-life campaigns for 15 brands that ran across 8 branded entertainment shows on Belgian commercial television. The results of both studies indicate a positive effect of combining brand placement with program sponsorship messages on brand recall, but not brand attitude.
•Compared to brand placement only, combining brand placement with program sponsorship messages enhances brand recall.•Combining brand placement with program sponsorship messages enhances brand recall compared to sponsorship messages only.•Sponsorship messages (in combination with brand placement) can enhance brand attitude.•Adding brand placement to sponsorship messages does not additionally increase brand attitude.•The effects are found in a quasi-natural experiment and a field study for different programs and brands.
This study was designed to test empirical truths between two or more research variables that have been formulated in the hypothesis. The research variables used were expertness, trustworthiness, ...similarity, attractiveness, attitude to advertisement, and brand attitude. Exogenous variables in this study are expertness, trustworthiness, similarity, and attractiveness. Endogenous variables in this study are attitude to advertisement, and brand attitude. The results of the study concluded that only hypothesis 2 was not significant. There was no effect of trustworthiness on attitude to advertisement. Furthermore, Brand X should choose attractive celebrity endorsers in order to increase attitude towards advertisements, affecting brand attitude. Attractive celebrity endorsers are able to increase brand attention when it comes to physical appearance. In addition, further research can add other variables to determine the effect on brand attitude. Increasing the sample size is also highly recommended.
This study investigates the efficacy of three corporate social responsibility (CSR) initiatives—sponsorship, cause-related marketing (CRM), and philanthropy—on consumer-company identification (C-C ...identification) and brand attitude and, in turn, consumer citizenship behaviors. CSR reputation is proposed as the moderating variable that affects the relationship between CSR initiatives, C-C identification, and brand attitude. A conceptual model that integrates the hypothesized relationships and the moderating effect of CSR reputation is used to frame the study. Using a between-subjects factorial designed experiment, the results showed that all three CSR initiatives have a significant effect on C-C identification and brand attitude. The level of that influence, however, varied according to a firm's CSR reputation. Managerial implications of these findings are also discussed.
Purpose This study aims to examine the role of corporate social responsibility (CSR) in forming a brand image and word of mouth (WOM) in the hotel industry in India. This study proposed a framework ...for examining the influence of CSR activities on self-congruence and the brand attitudes and indirect effects on consumer brand image and WOM in the hospitality industry in India. Design/methodology/approach A self-administered questionnaire is used to collect the data from the hotel guests staying in four five-star hotels in the Delhi NCR. The structural equation modelling was used for the empirical data analysis using AMOS 23.0. Findings The findings suggest that CSR, directly and indirectly, influences the brand image and WOM. The present study confirms CSR’s indirect effects on brand image and WOM. Originality/value The findings from this study will help companies design customer-driven, socially responsible activities. In the context of hotels, a mechanism based on social exchange suggests that CSR activities signal to consumers that the hotel supports society’s well-being; thus, the customers feel obliged to reciprocate the action by having a positive WOM and brand image. Therefore, hotel firms benefit from their socially responsible activities by having a positive attitude, self-congruence and WOM.
This study developed a sturdy theoretical framework explicating customers' behavioral intentions for socially responsible airlines by considering the influence of perceived corporate social ...responsibility (CSR). Our findings demonstrated the critical role of these variables in determining intentions. The CSR dimensions were sufficiently captured by their global higher-order factor. In addition, perceived CSR directly/indirectly triggers its subsequent variables. Moreover, the relationship strength among brand attitude, trust, and intentions was fortified by customers' awareness of need for airlines' CSR activities/promotions. This study provides valuable insights regarding why airline CSR is of essence and how perceived CSR is related to airline customer behaviors.
The purpose of this research is to examine the effects of different webcare strategies (defensive, accommodative, no action) across two different types of social media (TripAdvisor and Twitter) on ...hotel attitude and booking intentions. The results of an experimental design show that negative electronic word-of-mouth (NWOM) has a negative effect on attitudes and booking intention. Moreover, the benefits derived from the type of response vary depending on the social media type in which NWOM appears. The findings also suggest that no response is worse than either defensive or accommodative responses.
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