Journal of Product & Brand Management最新文献

{"title":"Examining antecedents to Generation Z consumers’ green purchase intentions: the role of product categories","authors":"René Heiberg Jørgensen, Jan Møller Jensen, Yingkui Yang","doi":"10.1108/jpbm-09-2023-4699","DOIUrl":"https://doi.org/10.1108/jpbm-09-2023-4699","url":null,"abstract":"Purpose\u0000The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish Generation Z consumers’ green purchase intention across three product categories: food, clothing and mobile phones.\u0000\u0000Design/methodology/approach\u0000Data were collected through convenience sampling, asking undergraduate students in a quantitative data analysis class at the University of Southern Denmark to share a link to the online survey via mail and through their social media platforms. This study includes 287 usable cases. Structural equation modeling (AMOS) was used to test the suggested relationships.\u0000\u0000Findings\u0000The results show that environmental concern, PCE, green self-identity and social influence positively relate to Danish Generation Z consumers’ green purchase intentions. However, results also suggest that the influence of the different factors varies across product categories.\u0000\u0000Practical implications\u0000The results show that marketers must refine their understanding of what guides green consumption, as the factors leading to green purchase intention vary across product categories. Therefore, practitioners need a deeper understanding of their specific category. The results offer insight into food, clothing and mobile phones.\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is one of the first studies investigating the antecedents to green purchase intentions across product categories.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"32 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141925940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How nostalgia in advertising increases brand love: a cross-country study","authors":"Silvia Grappi, Veronique Pauwels, Giuseppe Pedeliento, Lia Zarantonello","doi":"10.1108/jpbm-12-2023-4857","DOIUrl":"https://doi.org/10.1108/jpbm-12-2023-4857","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).\u0000\u0000\u0000Design/methodology/approach\u0000A pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.\u0000\u0000\u0000Findings\u0000The results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.\u0000\u0000\u0000Practical implications\u0000The primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.\u0000\u0000\u0000Originality/value\u0000The paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"8 23","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141795822","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality","authors":"Mengxi Yang, Mengyang Wang","doi":"10.1108/jpbm-03-2023-4407","DOIUrl":"https://doi.org/10.1108/jpbm-03-2023-4407","url":null,"abstract":"Purpose\u0000This study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.\u0000\u0000Design/methodology/approach\u0000This study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.\u0000\u0000Findings\u0000Brand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.\u0000\u0000Originality/value\u0000This study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"12 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141795933","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations","authors":"Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying Huang","doi":"10.1108/jpbm-11-2023-4830","DOIUrl":"https://doi.org/10.1108/jpbm-11-2023-4830","url":null,"abstract":"\u0000Purpose\u0000Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.\u0000\u0000\u0000Design/methodology/approach\u0000Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.\u0000\u0000\u0000Findings\u0000Chinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.\u0000\u0000\u0000Originality/value\u0000This paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"31 8","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141808398","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The brand-building process of B2B high-tech startups in an omni-digital environment","authors":"Mirko Olivieri, Lala Hu","doi":"10.1108/jpbm-01-2024-4913","DOIUrl":"https://doi.org/10.1108/jpbm-01-2024-4913","url":null,"abstract":"\u0000Purpose\u0000Through the theoretical lens of social practice theory, the aim of this research is to investigate how business-to-business (B2B) high-tech startups build their brands in an omni-digital environment, particularly by focusing on the most important digital touchpoints implemented to interact with stakeholders.\u0000\u0000\u0000Design/methodology/approach\u0000A qualitative analysis was performed by conducting 36 semi-structured interviews with key informants operating in B2B high-tech startups, including founders, CEOs, managing directors, marketing managers and other actors from this sector.\u0000\u0000\u0000Findings\u0000The results reveal the enablers, inhibitors and specific objectives of startups in their brand-building processes across digital touchpoints in an omni-digital environment.\u0000\u0000\u0000Originality/value\u0000This study offers new theoretical insights into new ventures’ brand management strategies through the development of a theoretical framework in which the enablers, inhibitors and specific objectives of the brand-building process of startups are identified. Although the recent literature has addressed the topic of startup brand building, this is the first study, to the authors’ knowledge, focused on the brand-building process of B2B high-tech startups in an omni-digital environment.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"3 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141642216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes","authors":"Teresa Fernandes, Francisco Guzmán, Mafalda Mota","doi":"10.1108/jpbm-08-2023-4667","DOIUrl":"https://doi.org/10.1108/jpbm-08-2023-4667","url":null,"abstract":"\u0000Purpose\u0000Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes.\u0000\u0000\u0000Design/methodology/approach\u0000Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand.\u0000\u0000\u0000Findings\u0000Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence.\u0000\u0000\u0000Originality/value\u0000Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"2 10","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141335237","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Realistic or not? The impact of packaging images on the acceptance of insect-based food products","authors":"Valérie Hémar-Nicolas, Fanny Thomas, C. Gallen, G. Pantin-Sohier","doi":"10.1108/jpbm-09-2023-4749","DOIUrl":"https://doi.org/10.1108/jpbm-09-2023-4749","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the image realism effect, studying how changing the front-of-package visual affects the acceptance of an insect-based food by consumers. By comparing reactions to realistic and less realistic images of an insect as an ingredient, this research investigated how visual imagery can affect consumers’ responses, reducing perceived disgust or increasing expected taste.\u0000\u0000\u0000Design/methodology/approach\u0000Three experiments studied the impact of realistic (photo) versus less realistic (drawing) images for two types of insects (mealworm, cricket) on consumers’ psychological distance from the image, perceived disgust, expected taste, willingness to eat, purchase intention and food choice.\u0000\u0000\u0000Findings\u0000Study 1 demonstrates that using a less realistic insect image reduces perceived disgust, with psychological distance from this image and perceived disgust mediating realism effect on willingness to eat. Study 2 shows that a less realistic insect image, perceived as more remote, improves expected taste and willingness to eat. Study 3 confirms the results by measuring behavior: consumers were more likely to choose the product with the less realistic image.\u0000\u0000\u0000Research limitations/implications\u0000The research focused on one kind of product and two ways of depicting this product, limiting the generalizability of the findings for other visual representations and product categories.\u0000\u0000\u0000Practical implications\u0000The findings suggest how brand managers can use the image realism effect on the packaging of novel, sustainable products to influence consumers, reducing their disgust and increasing their expected taste.\u0000\u0000\u0000Originality/value\u0000This research breaks new ground by explaining how visual cues on packaging affect the acceptance of insect-eating, drawing on construal level theory.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"70 11","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141358096","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Inward negative emotions and brand hate in users of snow-sports’ brands","authors":"Álvaro Iranzo Barreira, Ines Kuster, Carla Ruiz Mafe","doi":"10.1108/jpbm-05-2023-4541","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4541","url":null,"abstract":"Purpose\u0000The aims of this study are to analyse the impact of brand-centric relationships (individual and collective) and negative emotions on brand hate felt towards brands used in extreme sports and to assess whether brand hate is a driver of negative consumer behavioural intentions.\u0000\u0000Design/methodology/approach\u0000This study takes a quantitative approach, using a sample of 300 Spain-based users of snow-sports brands. After validating the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the cognitive perspective of emotions and the triangular theory of hate, this study posits that individual and collective consumer-brand relationships evoke inward negative emotions and brand hate, thus influencing brand avoidance, brand switching and negative word-of-mouth.\u0000\u0000Findings\u0000The results showed that collective and individual consumer-brand relationships (negative brand experience, consumer-based brand equity and symbolic incongruence) impact inward negative emotions towards snow-sports brands. Inward negative emotions directly influence brand hate, which in turn affects consumers’ intention to avoid brands, switch brands and engage in negative word-of-mouth.\u0000\u0000Originality/value\u0000This research provides novel insights into how individual and collective brand-centric relationships evoke inward negative emotions towards extreme sports’ brands, which in turn increases brand hate, and expands knowledge of how brand hate might increase the consumer’s intentions to avoid the brand, intention to switch brands and intention to engage in negative word-of-mouth.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"24 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141355745","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Is warmth more critical than competence? Understanding how destination gender affects destination identification and destination advocacy","authors":"Ahmed Hamdy, Jian Zhang, Riyad Eid, G. Agag","doi":"10.1108/jpbm-05-2023-4481","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4481","url":null,"abstract":"Purpose\u0000This paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification.\u0000\u0000Design/methodology/approach\u0000A qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling.\u0000\u0000Findings\u0000The findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand.\u0000\u0000Originality/value\u0000This article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification and brand advocacy.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"13 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141355862","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The AI humanness: how perceived personality builds trust and continuous usage intention","authors":"S.H. Hsieh, Crystal T. Lee","doi":"10.1108/jpbm-10-2023-4797","DOIUrl":"https://doi.org/10.1108/jpbm-10-2023-4797","url":null,"abstract":"Purpose\u0000The growing integration of artificial intelligence (AI) assistants and voice assistants provides a platform for AI to enter consumers’ everyday lives. As these voice assistants become ubiquitous, their widespread adoption underscores the need to understand how to create voice assistants that can naturally interact with and support users. Grounded in the stereotype content model from social psychology, this study aims to investigate the influence of perceived humanness and personality on building trust and continuous usage intentions in voice assistants. Specifically, a fresh perspective examining the determining factors that shape personality trait perceptions of competence and warmth in voice assistants is proposed.\u0000\u0000Design/methodology/approach\u0000An online survey of 457 participants and structural equation modeling is conducted to validate the research model.\u0000\u0000Findings\u0000Anthropomorphism, social presence and interactivity drive perceived warmth, whereas performance and effort expectations drive perceived competence. Perceived competence and perceived warmth together positively affect users’ trust in voice assistants, leading to a higher likelihood of continuous usage intentions.\u0000\u0000Originality/value\u0000This research provides profound theoretical contributions to the emerging field of human-AI interaction and offer practical implications for marketers aiming to leverage voice assistant personalities to build trusted and long-lasting interactions.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"123 37","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141360699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}