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.
An increasing number of studies investigate the effect of front-of-pack (FOP) nutrition labels on consumer choice without considering differences in consumer preferences for product attributes. This ...study used a choice-based conjoint analysis to test consumers' preferences for four product attributes (5 levels of a FOP nutrition label, absence/presence of a nutrition claim, brand (unfamiliar, private label or premium) and 5 levels of price) when they coexist (n = 1156). As the consumer preferences showed distinct patterns (multimodality), consumers were subsequently clustered based on how a FOP nutrition label (Nutri-Score) influenced their food choices. Three consumer segments were identified, each valuing the Nutri-Score label differently. The label effectively seems to nudge one segment toward healthier choices (n = 456), while in contrast, another segment is unexpectedly steered toward unhealthier food choices by the label (n = 343). The third segment is only consistently nudged by the FOP label's extremes (n = 357). The segments also differ in their preferences for other product attributes (brand and price), health involvement, and self-reported understanding and use of the Nutri-Score, but not in the measured socio-demographic variables (age, sex, education, social class), dieting or smoking habits. In summary, consumers vary in their food label preferences, and studies that pool consumers may fail to capture these nuances, leading to biased results. This study shows that FOP labels do not steer all consumers toward healthier choices and may even have adverse effects for some. This suggests combining different policies and marketing strategies to reach all consumer segments.
This study examines the potential benefits for a company’s corporate image in forming a social alliance with a social profit organization. Drawing on Associative Network theory, consumers’ attitude ...towards the social profit partner should transfer to the company’s corporate image. In addition, this article explores the moderating role of consumers’ attitude towards helping others and their global attitude towards charitable organizations on the strength of this relationship. An online experiment (
n
= 133) is conducted to test the hypotheses. The results show that, in a social alliance, a positive attitude towards the social profit partner positively impacts the corporate image of the company. Furthermore, we demonstrate that the more positive consumers’ general attitude towards charitable organizations, the more positive their attitude towards a company involved in a social alliance. Consumers’ attitude towards helping others positively moderates the effect of attitude towards the social profit on attitude towards the company. As a result, this study adds to a better understanding of how and when companies can strengthen their corporate image through social alliances.
Purpose This study aims to examine differences in the perceived value of luxury as drivers of luxury purchase intentions between individualist and collectivist cultures (at a country level) and ...consumers of Muslim versus Christian religious backgrounds. Moreover, this study investigates how consumers’ acculturation to the global consumer culture (AGCC) impacts their perceived luxury values. Design/methodology/approach The authors conducted two online survey studies. The first study compares Muslim consumers in Kuwait versus Muslims consumers in the UK. The second study compares the UK Muslim sample to a UK Christian sample. The authors collected data from 600 and 601 respondents, respectively. Partial least square structural equation modeling was used to test this study’s research hypotheses. Findings The perceived personal values of luxury primarily drive consumers’ luxury purchase intentions. The hedonic value of luxury impacts luxury purchase intentions significantly more for Muslims in the UK than in Kuwait. No significant differences were observed between religions. Consumers’ AGCC exerts a positive impact on all included perceived luxury values and more strongly impacts perceived uniqueness for Muslims than for Christians. Originality/value The paper builds on an integrative luxury values framework to examine the impact of luxury values on consumers’ purchasing intentions by studying the moderating effect of culture and religion on these relationships. The study is partly set in Kuwait, an understudied country, and investigates a Muslim minority in the UK.
Managers increasingly address client feedback online, a practice known as webcare. Based on a systematic literature review on webcare, we provide a framework that aims to identify potential ...generalizations, discuss possible explanations for inconsistencies that require further investigation, and identify the under-researched areas concerning the managerial responses to eWOM (electronic Word-of-Mouth). This framework covers several practical and theoretical questions. Our systematic review suggests that organizations should respond to eWOM, especially when it is negative, and should do so in a personalized, detailed, and timely manner. Accommodative webcare should go beyond a mere apology and should focus on solving the issue. We integrate these results from prior research with insights from justice theory, attribution theory, message personalization, and service recovery to develop an extensive conceptual framework describing the factors to consider when engaging in webcare and the potential outcomes. This framework guides our suggestions for future research that should disentangle the many contradictory effects (e.g., when to use defensive webcare) and cover under-researched topics (e.g., webcare strategies for positive WOM specifically or the underlying mechanisms explaining the effects of different webcare strategies), and the mechanisms through which webcare strategies lead to better business performance.
Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals ...drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how individuals' motivations for social media use and branded content reflecting these motivations affect three focal consumer brand responses (viral behavioral intentions, click intention, and purchase intention) across different cultural contexts, namely Western European (i.e. Austria, Belgium, Sweden) and Latin (i.e. Brazil, Chile, Portugal) cultures. Our results exhibit significant positive effects of motivations (Remuneration) and branded appeals (entertainment appeal) on consumer responses that prevail in both Western European and Latin cultures. Managers implementing cross-cultural social media marketing can use the insights of this paper as a guide to target audiences with brand appeals, enhancing the effectiveness of their brand communication activities on social media.
The present study aims to explore the relationship between perceived message source (spokesperson) credibility and message compliance in response to a health risk message. Based on an experiment in ...Ireland (n = 406) and Belgium (n = 410), we test how the relationship between source credibility and message compliance is mediated by perceived threat and efficacy of the message, and moderated by power distance and uncertainty avoidance. A source that is perceived as more credible is found to increase message compliance by increasing both the perceived message threat and efficacy. The indirect effect of source credibility on message compliance through perceived efficacy is stronger for individuals with lower power distance and higher uncertainty avoidance.
•To elicit perceived personalization it is best to use interests, location or age.•Gender, life-events or friend referrals elicit less perceived personalization.•Results remain stable across product ...perceptions.•Results remain stable across socio-demographic characteristics.
On social networking sites, consumers disclose information about themselves which advertisers use to personalize advertisements. The underlying assumption is that personalized advertisements are more persuasive. However, it is not clear to what extent actual personalization elements (as intended by advertisers) determine consumers’ perceptions of the extent to which an ad is personalized, and it is the latter that drives responses. The current study investigates the relative weight of different actual personalization elements (age, gender, location, life events, interests, and friend referrals) in Facebook ads in eliciting perceived advertising personalization. We conduct conjoint analyses for six products (a bank, a smartphone, tableware, furniture, a restaurant, a fashion retailer) with 595 consumers from the United States. The findings show that the most important elements in eliciting perceived personalization are (in order of importance) a person’s interests, location, and age. This result remains stable across different product perceptions (product category involvement, product qualities, and buying motivations) and across different socio-demographic characteristics (gender, age, and education). In sum, to evoke the perception of personalization, advertisers should primarily target consumers based on their interests.
Quid pro quo Roosens, Bram; Dens, Nathalie; Lievens, Annouk
European journal of marketing,
02/2019, Volume:
53, Issue:
2
Journal Article
Peer reviewed
Open access
Purpose
This paper aims to assess the effects of explicit partner brand mentions (as opposed to a mere partnership mention) in communications by brand allies on consumers’ purchase intention and ...willingness to pay for an innovation, as mediated by the perceived relational embeddedness of the allies and their respective perceived corporate credibility. In Study 1, the authors investigate the effects of (reciprocal) explicit brand mentions by both allies (as opposed to by a single ally) and further test whether explicit brand mentions moderate spillover effects from the ally. In Study 2, the authors investigate the effect of reciprocity of explicit brand mentions and whether this is moderated by a company’s experience.
Design/methodology/approach
The authors conduct two online experiments. Study 1 (N = 216) is a four-level between-subjects experiment (single communication by Partner A with explicit brand mention, single communication by Partner B with explicit brand mention, explicit brand mentions by both allies and mere partnership mention by both allies) where participants judge a social alliance related to a new tablet. Study 2 (N = 376) builds upon these findings in a 4 (explicit brand mentions by both allies; mere partnership mention by both allies; explicit brand mention by Partner A, mere partnership mention by Partner B; explicit brand mention by partner B, mere partnership mention by Partner A) × 2 (Partner A experience: established vs startup) between-subjects experimental design for a co-created battery.
Findings
Spillover effects from one ally to the other are stronger with explicit brand mentions than with a mere partnership mention. There is no added value of two allies communicating over one, provided that both partners explicitly mention their partner brand. However, when allies do communicate separately, it is crucial that an explicit brand mention is reciprocated. This effect is explained by an increase in the perceived relational embeddedness of the partners, which in turn positively influences their corporate credibility. This effect does not differ depending on a company’s experience.
Originality/value
This research is one of the first to study effects of how a brand alliance is communicated and extends previous studies on the effects of communication about brand and co-creation alliances by demonstrating that communications moderate spillover effects, that brand mention reciprocity is crucial, and by introducing the concept of perceived relational embeddedness.
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