Location-based advertising is continuing to grow in popularity among brands and retailers to deliver marketing messages and promotions. However, little is known about how and why these ads generate ...brand engagement. This study fills this gap. This paper indicates that two important features of location-based advertising (LBA)—location congruency and personalization—influence brand engagement and that the underlying mechanism behind this relationship is consumer brand identification. Further, it shows it is not only the personalization feature of these ads that increases its effectiveness, but the ad should also be location-congruent to make it effective. The conceptual model is tested by manipulating location-congruency and personalization features of LBA in two different contexts. This study is among the first to provide empirical evidence that LBA increases brand engagement and to uncover the theoretical mechanism of this relationship.
•Gendered brand personality impacts on brand stereotypes (warmth and competence).•Masculine brand personality is more important for brand competence than for warmth.•Feminine brand personality is ...more important for brand warmth than for competence.•Agentic values condition the effect of competence on consumer-brand identification.•Communal values condition the effect of warmth on consumer-brand identification.
This research draws on social identity theory and social role theory of gender stereotypes to investigate the role of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand identification. The theoretical model is tested via two different studies. In the first study (N = 490), 21 brands across different product categories are used to test the theoretical model. Then, a second study (N = 469) corroborates the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand identification is moderated by agentic and communal motivations. The present study contributes to research on brand stereotyping while providing managerial insights that can be used to enhance the relationship between brands and consumers.
The current research examines the difference between strong self-relevant (SR) customer-brand relationships (as represented by brand identification and self-brand connection) and strong self-neutral ...(SN) brand relationships (as represented by quality, satisfaction, and trust) in the context of service failure and recovery. Whereas strong SR relationships foster a sense of entitlement in customers after service failure, strong SN relationships foster forgiveness. As a result, SR relationships increase recovery expectations and subsequent complaint behavior whereas SN relationships decrease complaint behavior. Study 1 examines these effects using complaint behavior for airlines. Study 2 confirms these effects on survey data from hotel customers and Study 3 then explores the phenomenon more deeply in a controlled situation using scenario-based surveys. Viewed holistically, the results help further understanding of how a brand's deep, customer relationships can either become a thorn in the company's side or provide forbearance.
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.
This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drivers ...of brand loyalty in the context of upscale hotels. The findings suggest that the customers are increasingly engaging with the brands that reflect their identity and personal values. The consumer-brand value congruity and the hospitality businesses' delivery of high service quality were found to be significant antecedents of consumer-brand identification and engagement. Moreover, we reported that consumer-brand identification is a precursor of consumer-brand engagement and brand loyalty. In conclusion, this contribution implies that luxury hotels ought to satisfy their customers' needs for distinctiveness and self-enhancement whilst exceeding their expectations on service quality.
Abbreviations: CBE - Consumer-Brand Engagement; CBI - Consumer-Brand Identification; CA - Conscious Attention; EP - Enthused Participation; SC - Social Connection; BL - Brand Loyalty; VC - Consumer-Brand Value Congruity; SQ - Perceived Service Quality
This study proposes whether consumers will be loyal to a product with a brand that they have just bought and tried by knowing their repurchase intention. This study unfolds consumer satisfaction and ...consumer brand identification as the factors which can influence repurchase intention. A total of 177 samples were used. Path analysis in WarpPLS was used to examine the proposed hypotheses. The results showed a positive relationship influence of consumer satisfaction on repurchase intention. The results also showed a positive consumer-brand identification on repurchase intention. However, consumer-brand identification failed to moderate the relationship between customer satisfaction and repurchase intention.
This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects ...consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.
The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business ...research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase intentions, no combination of conditions is sufficient to achieve these outcomes; (2) affective drivers have more importance than cognitive drivers for obtaining high CBI; (3) the configuration solutions for high CBI include at least two antecedents; (4) high CBI is a sufficient but not necessary condition for high Rep; (5) high Rep can also be achieved if brand-self similarity and brand identity occur; and (6) memorable brand experiences alone may be enough to obtain high Rep.
•Affective drivers have more importance for obtaining consumer-brand identification.•Consumer-brand identification is a sufficient condition for repurchase intentions.•Consumer-brand identification is not necessary for repurchase intentions.•Repurchase can be achieved if brand-self similarity and brand identity occur.•Memorable brand experiences alone can be enough to obtain repurchase intentions.
This study examines the dynamics of consumer–brand identification (CBI) and its antecedents in the context of the launch of a new brand. Three focal drivers of CBI with a new brand are examined, ...namely: perceived quality (the instrumental driver), self–brand congruity (the symbolic driver), and consumer innate innovativeness (a trait-based driver). Using longitudinal survey data, the authors find that on average, CBI growth trajectories initially rise after the introduction but eventually decline, following an inverted-U shape. More importantly, the longitudinal effects of the antecedents suggest that CBI can take different paths. Consumer innovativeness creates a fleeting identification with the brand that dissipates over time. On the other hand, company-controlled drivers of CBI—such as brand positioning—can contribute to the build-up of deep-structure CBI that grows stronger over time. Based on these findings, the authors offer normative guidelines to managers on consumer–brand relationship investment.
•We explore the determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification.•Functional value, emotional value, social value, and brand ...identification have a positive influence on smartphone brand loyalty.•Age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship.
With the growth and competition of the smartphone industry, developing a better understanding of what drives consumers' loyalty to smartphone brands has become an important issue for academics and practitioners. This study hypothesizes four determinants of smartphone brand loyalty based on the perspectives of consumer value and consumer-brand identification. Furthermore, this study also explores the moderating effects of age and gender differences on the determination process of smartphone brand loyalty. Data collected from 157 respondents was tested against the research model using a partial least squares (PLS) approach. The results indicate that functional value, emotional value, social value, and brand identification have a positive influence on smartphone brand loyalty. Of the two moderators, results show that age enhances the emotional value-brand loyalty and social value-brand loyalty linkages but weakens the brand identification-brand loyalty relationship. However, gender does not play a moderating role in the determination of smartphone brand loyalty. The results of this study provide several important theoretical and practical implications for smartphone brand management.
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