Journal of Product & Brand Management最新文献

{"title":"What drives business-to-business brands to be conscientious?","authors":"Francisco Guzmán, Fayez Ahmad, Ross W. Johnson","doi":"10.1108/jpbm-07-2023-4595","DOIUrl":"https://doi.org/10.1108/jpbm-07-2023-4595","url":null,"abstract":"\u0000Purpose\u0000Business organizations are evermore expected to behave conscientiously, but a lack of clarity remains regarding this strategy for business-to-business (B2B) brands. This paper aims to develop and validate a B2B brand conscientiousness model that identifies what factors are driving this approach.\u0000\u0000\u0000Design/methodology/approach\u0000The research model is validated through a three-stage study that collects insights from high-level executives, mid-level managers and employees in B2B firms. Whereas the first two exploratory stages follow a qualitative approach to identify what factors motivate B2B firms to be conscientious and develop a model, the third stage empirically tests the proposed model through structural equation modeling.\u0000\u0000\u0000Findings\u0000The results suggest that brand conscientiousness is viewed as an important strategy by B2B stakeholders. Whereas perceived risk discourages, external and internal stakeholder expectations and a firm’s financial commitment to a cause encourage, brands to pursue a conscientious approach. Furthermore, a B2B conscientious strategy must be perceived as authentic. Long-term commitment to the cause, strategic alignment of brand values with the cause and a congruent delivery of the brand’s promise are the drivers of this perceived authenticity.\u0000\u0000\u0000Originality/value\u0000This paper contributes to the emerging knowledge on B2B conscientious brands by confirming the importance of this approach in a B2B context, identifying the factors that B2B stakeholders – executives, managers and employees – believe are driving it and highlighting the importance and identifying the factors that drive its perceived authenticity.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"46 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138943831","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":"Brands talking on events? Brand personification in real-time marketing tweets to drive consumer engagement","authors":"Ebenezer Nana Banyin Harrison, Wi-Suk Kwon","doi":"10.1108/jpbm-10-2022-4180","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4180","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore how brands use brand personification techniques in real-time marketing on social media, particularly Twitter, and examine how these techniques impact consumer engagement, moderated by brand-event congruence levels.\u0000\u0000\u0000Design/methodology/approach\u0000Data included 464 tweets posted by 95 brands around three large events in 2019. The types of brand personification techniques and the level of brand-event congruence applied by the tweets were content-analyzed, and regression analyses were conducted to examine their linkages to consumer engagement metrics.\u0000\u0000\u0000Findings\u0000Results confirmed the use of diverse personification techniques in brands’ real-time marketing tweets as in the previous literature. The study also revealed a new personification technique, tacit expression, not reported in previous literature. The study also showed that the overall effectiveness of multimedia-based (vs caption-based) personification techniques in increasing consumer engagement on social media was greater, but their relative effectiveness varied depending on whether or not the event was functionally congruent with the brand.\u0000\u0000\u0000Practical implications\u0000The findings offer valuable suggestions to brand managers regarding prioritizing brand personification techniques and aligning brands’ social media marketing with real-time events to maximize the effectiveness of real-time marketing in boosting consumer engagement.\u0000\u0000\u0000Originality/value\u0000This research offers insights into the dynamic effects of different brand personification techniques in the new context of real-time marketing, extending the scope of literature on brand personification and anthropomorphism. The revelation of a new type of brand personification not captured in the extant literature is also a significant contribution.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124756582","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":"As cute as a button: the effect of size on online product cuteness perception","authors":"Yuan Li, J. Eastman","doi":"10.1108/jpbm-11-2022-4212","DOIUrl":"https://doi.org/10.1108/jpbm-11-2022-4212","url":null,"abstract":"\u0000Purpose\u0000Cute products have found market success. The literature has identified various factors of cuteness, but the effect of size is under-addressed. This study aims to investigate whether and how size perception influences consumers’ cuteness perception.\u0000\u0000\u0000Design/methodology/approach\u0000In three experiments, size was manipulated in terms of visual cue, product description and product name to determine its impact on cuteness perception.\u0000\u0000\u0000Findings\u0000The results of the three experiments demonstrate that a size cue of smallness can heighten consumers’ perception of product cuteness. The first two studies provided converging evidence for the main hypothesis that smaller objects are evaluated as cuter. Study 3 not only replicated the findings of the first two studies but also revealed that vulnerability acts as the underlying process for the smallness-cuteness relationship. Study 3 also showed that the purchase likelihood for an extended product warranty is higher in the small condition compared to the control condition.\u0000\u0000\u0000Research limitations/implications\u0000While the findings were robust across product types and size manipulations, possible boundary conditions related to product types or individual characteristics were not tested.\u0000\u0000\u0000Practical implications\u0000The findings suggest how brand managers can use size perceptions to influence consumers’ perceptions of the cuteness of their products and brands.\u0000\u0000\u0000Originality/value\u0000The findings inform brand managers about the nuances of size cues that may affect how customers perceive their products and identify a more generally applicable cuteness factor that may have downstream implications for marketing practitioners.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"117 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132175944","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":"Investigating consumer perceptions of brand inauthenticity in a narrative brand ending","authors":"J. Burgess, C. Jones","doi":"10.1108/jpbm-03-2022-3897","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3897","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate consumer perceptions of inauthenticity due to adulteration of a narrative brand ending by using the research context of the final season and ending of the television series, Game of Thrones.\u0000\u0000\u0000Design/methodology/approach\u0000Two data sets totalling 2,032 online comments detailing consumer reactions to the final season of Game of Thrones were analysed using thematic analysis and human interpretive analysis. The coding was an iterative and continuous process, and posts were returned to and re-examined to refine codes and groupings as the analysis progressed.\u0000\u0000\u0000Findings\u0000The results indicate consumers perceived the ending of the eighth and final season of the television series, Game of Thrones, did not meet their expectations and was not authentic due to rushed writing and illogical character and plot developments. Consumers judged this adulteration was so great that it was a moral violation and transgression. Consumers also sought to assign blame for the inauthenticity, which they attributed to the writers and showrunners, who became the subject of revenge behaviours.\u0000\u0000\u0000Originality/value\u0000This study indicates consumers of narrative brands, due to their strong emotional attachments to their characters and storyworlds, may perceive unexpected and extensive changes to them as moral violations and transgressions and thus inauthentic. Consumers establish the authenticity of a narrative brand by regularly scrutinising narrative and character development against their expectations as shaped by prior narrative content. Due to their emotional attachment, consumers may attempt to attribute blame for the inauthenticity. The findings have not been established in prior research, and inauthenticity in a narrative brand context is also explored for the first time.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"9 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126375956","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":"Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages","authors":"M. Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, A. Haas","doi":"10.1108/jpbm-10-2022-4193","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4193","url":null,"abstract":"\u0000Purpose\u0000Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement is explored.\u0000\u0000\u0000Design/methodology/approach\u0000The hypothesized effects were tested in three experiments. Study 1 (n = 262) and Study 2 (n = 322) used a moderation analysis, which was supplemented by a mixed design analysis with repeated measures in Study 1. In Study 3 (n = 383), the mediating effect of perceived marginalization by the brand was tested using a moderated mediation model.\u0000\u0000\u0000Findings\u0000The results show that strong CBI as well as a conservative ideology buffer the negative effects of consumer–brand disagreement on brand attitude and word-of-mouth intentions. In the case of agreement with a brand’s stance, no direct or interactive effects of brand activism on consumer responses occur. Perceived marginalization by a brand mediates the effects of brand activism.\u0000\u0000\u0000Originality/value\u0000This study extends the “love is blind” versus “love becomes hate” debate to the realm of brand activism and finds evidence for the former effect. It also contributes to the research on political consumption by highlighting the role of political ideology as an important boundary condition for brand activism. Perceived marginalization is identified as a relevant risk for activist brands.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133972184","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":"Guest editorial: Cultivating a broader paradigm to understand family business brands and the branding process","authors":"Isabel C. Botero, Giuseppe Pedeliento, Cristina Bettinelli, Edgar Centeno-Velázquez","doi":"10.1108/jpbm-07-2023-022","DOIUrl":"https://doi.org/10.1108/jpbm-07-2023-022","url":null,"abstract":"As the predominant form of business worldwide, family firms [1] play a crucial role in shaping the global economy through their contributions to innovation, wealth creation, job creation and competitiveness (Calabrò et al., 2019; La Porta et al., 1999; Miroshnychenko et al., 2021; Westhead and Cowling, 1998; Zellweger, 2017). In an increasingly competitive market where competition is constant, family firms need to brand their products and services to succeed and create a distinctive value for their offer (Anatolevena Anisimova, 2007; King, 1991; Reinartz et al., 2019; Suchek et al., 2021). At the same time, consumers today behave differently and have access to a wider set of products and services as they consider their options, contributing to making brands and branding a relevant topic today. Branding strategies provide a bundle of information that helps consumers differentiate a company’s products and services from those of competitors (Balmer andGray, 2003; Balmer and Podnar, 2021; Hulberg, 2006; Kotler, 1991; Iglesias and Ind, 2020). Although research on brands and the branding process has boomed, only in recent years scholars and practitioners have become interested in understanding this phenomenon as it relates to family businesses (Andreini et al., 2020; Beck, 2016; Binz Astrachan et al., 2018; Sageder et al., 2018 for recent reviews). Defining a family firm is not an easy task. In its broadest sense, family firms are companies where members of the same family, or related family branches, hold a majority interest and where the owning family exerts a dominant influence on the strategic direction of the company (Chrisman et al., 2005). When compared to nonfamily-owned firms, family firms place greater importance on long-term and value-oriented business models (Krappe, 2009; Krappe and von Schlippe, 2013). Also, because family firms couple financial goals with nonfinancial ones, their strategic decision-making is distinctive from that of nonfamily firms in that it includes the need of the family to preserve socioemotional wealth (Reina et al., 2022). Thus, family firms can leverage the involvement of the family in the firm as a unique value proposition that helps to differentiate them in the marketplace to gain competitive advantage (Binz Astrachan et al., 2018; Craig et al., 2008; Krappe et al., 2011; Zellweger et al., 2010). One of the ways through which family firms leverage their uniqueness is through the use of family business brands (Rauschendorfer et al., 2022). In a general sense, a family business brand encompasses “the formal and informal communication of the family element of firm essence, which includes the family’s involvement in a firm, and which leads to associations and expectations in the mind of stakeholders that help differentiate these firms from others in the marketplace and other venues” (Binz Astrachan et al., 2018, p. 5). On the same token, family business brands communicate the family nature of these firms, which lead","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"487 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122750383","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":"Impact of online product presentation on sales: the effects of text-image introductory information and celebrity endorsements","authors":"Lei Liu, Shaohui Wu, Guoliang Cai","doi":"10.1108/jpbm-08-2022-4109","DOIUrl":"https://doi.org/10.1108/jpbm-08-2022-4109","url":null,"abstract":"\u0000Purpose\u0000Product presentation plays a critical role in influencing consumers’ purchasing decisions in online shopping. The purpose of this study is to examine the effects of text-image information on online product presentation pages on sales. This study also specifically explores the moderating role of celebrity endorsements in the relationship between text-image presentation information and sales.\u0000\u0000\u0000Design/methodology/approach\u0000This study is based on regression analysis using data sets from the largest online book retailer in China, Dangdang.com.\u0000\u0000\u0000Findings\u0000The results of this study show that there is an inverse U-shaped relationship between word count and book sales. Conversely, image quantity has a positive linear effect on book sales. Furthermore, celebrity endorsements moderate the relationship between word count and sales in two distinct ways. First, the positive effect of increasing word count from low to medium is enlarged by increasing the number of celebrity endorsers. Second, the turning point of the inverse-U relationship between word count and sales rank moves to the right as the number of endorsers increases.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is among the first to examine the effects of text-image quantity on sales across the full continuum. This study adds understanding on how information load might have distinct consequences on the processing performance of text and images. Furthermore, this study investigates how sales are impacted by the quantity of celebrity endorsers in relation to textual and pictorial information in online shopping contexts, extending our knowledge of the effectiveness of celebrity endorsements.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128574262","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":"Who let the dogs out? How underdog biographies told by family firms affect consumers’ brand attitude","authors":"Maximilian Lude, Reinhard Prügl, Natalie Rauschendorfer","doi":"10.1108/jpbm-10-2021-3714","DOIUrl":"https://doi.org/10.1108/jpbm-10-2021-3714","url":null,"abstract":"\u0000Purpose\u0000Brand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention to the nature of the brand source by differentiating between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity and trustworthiness perceptions.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conducted an online experiment with a 2 × 2 between-subject design and an overall sample size of 314 respondents.\u0000\u0000\u0000Findings\u0000Most importantly, the authors find that the family-firm nature of the brand storyteller significantly impacts the underdog effect. The positive effects of underdog biographies on brand attitude in terms of authenticity and trustworthiness loom significantly larger for family firms compared with non-family firms.\u0000\u0000\u0000Practical implications\u0000The authors find that the underdog effect is significantly stronger for family firms that tell the underdog story. Managers of family firms with underdog roots should take advantage of this finding by integrating underdog stories into their marketing concepts. The findings of this study show that the communication of a company’s roots can serve as a valuable tool to build and maintain a positive brand image and help to increase purchase intentions, which is particularly true for firms capitalizing on their family nature when telling the underdog story.\u0000\u0000\u0000Originality/value\u0000The authors combine research on brand stories using the underdog effect with research on the consumer’s perception of family firms, further exploring the role of the brand storyteller in underdog narratives, resulting in important theoretical as well as practical implications.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114219116","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":"To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude","authors":"Alexandra Kirkby, C. Baumgarth, J. Henseler","doi":"10.1108/jpbm-02-2022-3864","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3864","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore consumer perception of “brand voice” authenticity, brand authenticity and brand attitude when the source of text is disclosed as either artificial intelligence (AI)-generated or human-written.\u0000\u0000\u0000Design/methodology/approach\u0000A 3 × 3 experimental design using Adidas marketing texts disclosed as either “AI” or “human”, or not disclosed was applied to data gathered online from 624 English-speaking students.\u0000\u0000\u0000Findings\u0000Text disclosed as AI-generated is not perceived as less authentic than that disclosed as human-written. No negative effect on brand voice authenticity and brand attitude results if an AI-source is disclosed.\u0000\u0000\u0000Practical implications\u0000Findings offer brand managers the potential for cost and time savings but emphasise the strong effect of AI technology on perceived brand authenticity and brand attitude.\u0000\u0000\u0000Originality/value\u0000Results show that brands can afford to be transparent in disclosing the use of AI to support brand voice as communicated in product description or specification or in chatbot text.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115409808","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":"Determining the predictive importance of the core dimensions of nation brands","authors":"Abdelmounaim Lahrech, Hazem Aldabbas, Katariina Juusola","doi":"10.1108/jpbm-10-2022-4183","DOIUrl":"https://doi.org/10.1108/jpbm-10-2022-4183","url":null,"abstract":"\u0000Purpose\u0000Informed by the resource-based and resource-advantage theories, this study, a comparative study, aims to examine the core dimensions of nation brands – culture, tourism, exports, foreign direct investment, migration and governance – from the company-based brand equity perspective in a sample of 48 countries clustered into three groups (strong, moderate and weak nation brands) from 2011 to 2019 to identify the most critical predictors of nation brand strength in each cluster.\u0000\u0000\u0000Design/methodology/approach\u0000A clustering technique was applied to the modified Country Brand Index to cluster the included countries into strong, moderate and weak nation brands. The authors were then able to analyze each cluster in an effort to explore the relative importance of the predictor variables and determine if that importance varied across the clusters.\u0000\u0000\u0000Findings\u0000This approach revealed novel findings of great importance to policymakers and academics. The results indicate the resources that contribute the most to nation brand equity in each cluster. Such information can guide policymakers in effectively leveraging these strategic resources. First, the cultural dimension was a more critical predictor concerning countries with moderate and weak nation brands than countries with strong brands. Second, tourism exhibited the highest predictive importance concerning all the clusters. For academics, these findings help foster a better understanding of the determinants of nation brand strength, as aligned with the resource-based and resource-advantage theories.\u0000\u0000\u0000Originality/value\u0000The findings of this study contribute to the literature concerning nation brand management, particularly the stream related to nation brand equity monetization.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114658888","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}