Journal of Product & Brand Management最新文献

{"title":"Influence of consumption resources on observers’ attitudes towards luxury brands: the perspective of power distance belief","authors":"Q. Yao, Chaoran Hu, Jianjian Du","doi":"10.1108/jpbm-03-2022-3920","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3920","url":null,"abstract":"\u0000Purpose\u0000To provide theoretical guidance on improving luxury brands’ marketing performance, this study aims to examine the impact mechanism and boundary conditions of luxury brand buyers’ consumption resources on observers’ brand attitudes from the perspective of consumers’ power distance beliefs (PDBs).\u0000\u0000\u0000Design/methodology/approach\u0000Four experimental studies were conducted. Study 1 examined the influence of the interaction of consumption resources and PDBs on luxury brand attitudes; Study 2 examined the mediating role of prestige perception. Study 3 excluded alternative explanations of (dis)association motivation and envy. Finally, Study 4 examined the moderating effect of brand relationship norms.\u0000\u0000\u0000Findings\u0000Consumers with low PDBs had lower attitudes towards luxury brands when consumption resources were acquired through luck (rather than effort). However, no significant difference in luxury brand attitudes was found between these two consumer groups when PDBs were high. Consumers’ perceptions of prestige played a mediating role in the main effect, whereas brand relationship norms moderated the main effect.\u0000\u0000\u0000Originality/value\u0000First, this study reveals the unique role of PDBs in shaping consumer attitudes towards luxury brands. Second, it uses consumption resources as a signal for luxury consumption and identifies a way to influence consumers’ attitudes towards luxury brands, namely, their perceptions of prestige. Third, it uncovers the influence of consumers’ brand relationship norms on the formation of luxury brand attitudes.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132029850","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 impact of social media evolution on practitioner-stakeholder relationships in brand management","authors":"Tony Cooper, C. Stavros, A. Dobele","doi":"10.1108/jpbm-09-2022-4138","DOIUrl":"https://doi.org/10.1108/jpbm-09-2022-4138","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore the tension in brand management created through the rapid transformation of social media, mapping the maintenance of increasingly complex B2B relationship dynamics with key intermediaries.\u0000\u0000\u0000Design/methodology/approach\u0000In-depth interviews with 17 social media practitioners from leading fashion brands, agencies and platforms in the UK and Australia informed this study. Analysis used grounded theory, and results were interpreted through the lens of network and stakeholder theories.\u0000\u0000\u0000Findings\u0000Social media platforms have evolved into critical brand stakeholders, serving as gatekeepers in an increasingly unbalanced system between provider and marketer. The perpetuation of a hierarchical power dynamic affects the development of both practitioner and firm capabilities with negative implications and consequences for organisational control of branded social media communications. Three theoretical propositions are offered relating to the nature of platform hegemony, the notion of social media democratisation and the limiting impact of rapid change on the formation of relational ties.\u0000\u0000\u0000Originality/value\u0000This study extends the conceptualisation of communal custody of brands in social media settings to incorporate a growing number of commercial stakeholders, challenging the traditional dyadic consumer-brand relational paradigm. This study sheds new light on the impact of digital transformation on power distributions in social media communities not hitherto addressed.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121664642","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":"I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures","authors":"Wolfgang J. Weitzl, Clemens Hutzinger, Udo Wagner","doi":"10.1108/jpbm-02-2022-3853","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3853","url":null,"abstract":"\u0000Purpose\u0000The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational tie strength between consumers and their favorite brand existing prior to symbolic failures is examined.\u0000\u0000\u0000Design/methodology/approach\u0000A scenario-based, online survey (n = 660) among consumers who have recently experienced a self-relevant failure with their favorite brand was conducted. Confirmatory factor analysis ensured the reliability and validity of the measurement model. For testing the conceptual model, data was analyzed by means of a moderated mediation analysis. The proposed model was tested against, among others, common method bias and alternative models. The findings were cross-validated with a scenario-based online experiment (n = 1,616).\u0000\u0000\u0000Findings\u0000Results show that brand shame is a key mediator between customer dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions on brands, which lead to consumer vengeance.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to introduce the concept of situational brand shame to the literature on favorite brands. Furthermore, it shows that consumer-brand identification moderates the direct and indirect (via brand shame) unfavorable effects of failure-induced dissatisfaction on brand anger. This research adds insights to the investigation of the “love-becomes-hate” effect arising after self-relevant failures involving consumers’ most preferred brand.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115223937","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":"Does the economic value of new product announcements depend upon preannouncement signals? An empirical test of information asymmetry theories","authors":"D. Mishra, M. D. Dalman","doi":"10.1108/jpbm-09-2022-4161","DOIUrl":"https://doi.org/10.1108/jpbm-09-2022-4161","url":null,"abstract":"\u0000Purpose\u0000Signals, e.g. information released by firms about new products attract the attention and scrutiny of customers, competitors and other stakeholders. In product management, an important area of research focuses on the economic value of such signals. However, extant studies consider valuation effects of product signals independently, and largely ignore how the value of a product signal at launch depends upon prior preannouncements. This study aims to investigate how the dependence of new product development (NPD) signals on past preannouncements affects firms’ security prices.\u0000\u0000\u0000Design/methodology/approach\u0000The study develops a conceptual model that draws upon information asymmetry theories, i.e. signaling and agency theory to hypothesize the effect of firms’ product introduction announcements on security prices given two antecedent preannouncement types (costless and costly signals). Hypotheses are tested by conducting an event study analysis on a sample of 149 matched observations (product introduction announcement preceded by a certain type of preannouncement).\u0000\u0000\u0000Findings\u0000Empirical results confirm the hypothesis that positive valuation effects are observed during product launch that is preceded by initial costless product signaling. In contrast, for ex ante costly product signaling, launch events are not diagnostic enough to affect value. Since organizations’ NPD communications can revise investors’ prior beliefs, they need to be understood in more detail and managed strategically.\u0000\u0000\u0000Research limitations/implications\u0000Valuation metrics can be noisy with a potential to influence information events. In addition, product introduction signals may be deployed more frequently in certain fast-paced industries, e.g. hi-tech.\u0000\u0000\u0000Practical implications\u0000Managers can incorporate signal dependence in product communications. For example, in costless ex ante product signaling situations, initial economic loss may be recovered through launch announcements. Furthermore, when costly signals have been used earlier, firms may economize on promotion costs during launch.\u0000\u0000\u0000Originality/value\u0000Past research has focused on assessing the economic value of new product signals independently, i.e. as discrete events. Absent is an examination of valuation effects due to the dependence of launch signals on prior preannouncements. This paper addresses the dependence gap, and empirical results show that even if firms do not deploy product signals ex ante, value can be created through ex post launch announcements.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127767911","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 emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio","authors":"Noora Arantola, Mari Juntunen","doi":"10.1108/jpbm-06-2022-4027","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4027","url":null,"abstract":"\u0000Purpose\u0000This study aims to increase the understanding of the emergence of a values-based (VB) premium private label (PL) brand reputation within a multiple-tier PL brand portfolio in retailing.\u0000\u0000\u0000Design/methodology/approach\u0000By building on the research on PLs, brand image, brand reputation and consumer values, this study creates a conceptual foundation for the emergence of VB PL brand reputation within a multiple-tier brand portfolio among consumers and examines the emergence of such reputation empirically using interpretive exploratory qualitative laddering interviews in the context of fast-moving consumer goods.\u0000\u0000\u0000Findings\u0000The findings of this study illustrate that the VB reputations of the premium PL product brand and the PL brand store intertwine, ultimately relating to two terminal values: pleasure and doing good. These reputations differ remarkably from the VB reputations of the economy PL brand and the umbrella brand of the retail chain (not doing good and financial security).\u0000\u0000\u0000Research limitations/implications\u0000This study explains the emergence of VB brand reputation within a multiple-tier brand portfolio and introduces the use of the laddering technique in such research.\u0000\u0000\u0000Practical implications\u0000This study reminds brand managers to carefully design the relevant brand strategy for brands and their relationships under a brand umbrella.\u0000\u0000\u0000Originality/value\u0000Although much is known about PL brands and brand reputation, to the best of the authors’ knowledge, this study might be the first to increase the understanding of how a VB premium PL brand reputation emerges and accumulates from brand images within a multiple-tier brand portfolio.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126511711","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":"Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention","authors":"Jiayi Hou, Boya Han, Long Chen, Ke Zhang","doi":"10.1108/jpbm-03-2022-3926","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3926","url":null,"abstract":"\u0000Purpose\u0000This paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase intention of live-streaming workout courses.\u0000\u0000\u0000Design/methodology/approach\u0000Three between-subjects, Web-based experimental studies were conducted. There were separately 108, 208 and 284 valid questionnaires collected in the three studies. Moderation and mediation analyses were performed to test the research hypotheses.\u0000\u0000\u0000Findings\u0000Users’ sense of SP when watching live-streaming courses positively affects their willingness to purchase courses, and users’ sense of trust plays a mediating role in the influence of users’ SP on their purchase intention. In addition, when users belong to dependent self-construal rather than independent self-construal, their trust in live-streaming courses plays a stronger mediating role in the influence of users’ SP on their purchase intentions. What is more, when users have high brand familiarity rather than low brand familiarity, their trust in online live-streaming plays a stronger mediating role in the influence of users’ SP on their purchase intentions.\u0000\u0000\u0000Originality/value\u0000This research delineates the effects of SP on the consumption of live-streaming courses, thus further adding to the understanding of the role of real-time interaction in determining consumer behavior. It also highlights the roles of self-construal and brand familiarity as mediating influences on the relationship between SP and consumer trust.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"118 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127299812","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":"A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism","authors":"Sang bong Lee, Shih-Hao Liu, C. Maertz, Nitish Singh, James Fisher","doi":"10.1108/jpbm-06-2022-4047","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4047","url":null,"abstract":"\u0000Purpose\u0000This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM).\u0000\u0000\u0000Design/methodology/approach\u0000This study uses a survey data set and analyzes it with structural equation modeling along with common latent factor analysis designed to control for common method variance.\u0000\u0000\u0000Findings\u0000BCB is associated with pride at work but not perceived organizational support (POS), so POS drives BCB not directly but indirectly through the emotion of pride at work. In contrast, employees’ NWOM is associated with both POS and frustration, and POS drives NWOM directly and indirectly through the emotion of frustration. Horizontal collectivism has divergent moderating effects that strengthen the relationships of BCB with POS and pride at work and weaken the relationship between employees’ NWOM and frustration.\u0000\u0000\u0000Originality/value\u0000This study makes two major theoretical contributions to internal branding. First, as a response to the need for an investigation into drivers of employees’ brand-oriented behaviors, it will identify different psychological antecedents and mechanisms for BCB and employees’ NWOM. Second, capturing the potential of horizontal collectivism on employees’ brand-oriented behaviors, this study will reveal the potential divergent moderating effects of horizontal collectivism on BCB and employees’ NWOM. These two contributions will lead to a better understanding of the different mechanisms for employees’ BCB and NWOM.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121085430","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":"Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty","authors":"Junyun Liao, Rui Guo, Jiawen Chen, Peng Du","doi":"10.1108/jpbm-07-2021-3576","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3576","url":null,"abstract":"\u0000Purpose\u0000Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct manifestations, their differential antecedents remain underexplored. Drawing from the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article aims to examine the moderating role of perceived inter-group rivalry.\u0000\u0000\u0000Design/methodology/approach\u0000The authors collected survey data and obtained 392 valid questionnaires from smartphone users. Structural equation modeling was used for hypothesis testing.\u0000\u0000\u0000Findings\u0000The results show that brand identification has a significant positive effect on avoidance of rival brands, but not on trash talk; brand disidentification has a significant positive effect on both avoidance and trash talk of rival brands; and perceived inter-group rivalry positively moderates the relationship between brand disidentification and trash talk, but does not alter the relationship between brand disidentification and brand avoidance.\u0000\u0000\u0000Originality/value\u0000This study extends the literature on OBL by investigating differential antecedents of two distinct dimensions of brand opposition. It provides more complete understanding of the formation of OBL by examining the role of users’ relationship with a focal brand, its competing brand and inter-group relationship.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115270427","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":"Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands","authors":"Martín Hernani-Merino, Christian Fernando Libaque-Saenz, J. Dávalos","doi":"10.1108/jpbm-12-2021-3799","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3799","url":null,"abstract":"\u0000Purpose\u0000This study aims to propose and empirically validate a framework of antecedents and consequences of customer inspiration.\u0000\u0000\u0000Design/methodology/approach\u0000This study consisted of a survey administered to consumers who are current users of Samsung or Apple electronic devices. The survey targeted only users who had some level of university studies to homogenize the sample’s characteristics. The data were analyzed using structural equation modeling.\u0000\u0000\u0000Findings\u0000Results support the two-step nature of customer inspiration, with “inspired by” (activation) as the first step followed by “inspired to” (intention). In addition, the results highlighted the role of brand experience and openness to experience as antecedents to customer inspiration, while customer satisfaction, brand engagement in self-concept, brand affect, word of mouth and repurchase intention were validated as its consequences.\u0000\u0000\u0000Originality/value\u0000This study aids understanding of the role of customer inspiration as a conceptual and empirical construct in consumer behavior by including brand experience as an inspiration stimulus, as well as other constructs that relate to inspiration. This study also describes possible strategic implications when using brands of electronic devices as sources of inspiration.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130074721","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":"Strategic horizon of market success: comparing alternative “strategic landscapes” of the new product development process","authors":"Ardalan Sameti","doi":"10.1108/jpbm-05-2022-3994","DOIUrl":"https://doi.org/10.1108/jpbm-05-2022-3994","url":null,"abstract":"\u0000Purpose\u0000The success rate of new products is stubbornly low. This paper aims to explore the differences in how product designers and product managers approach the new product development task by comparing their perspectives on the process.\u0000\u0000\u0000Design/methodology/approach\u0000This study conducted a worldwide survey of professional product designers and managers and compared their perspectives.\u0000\u0000\u0000Findings\u0000Managers struggle to understand the problem to be solved until they see the solution in the form of an outstanding product design. Designers struggle to develop new products until they have a specific and insightful understanding of the problem that needs to be solved.\u0000\u0000\u0000Practical implications\u0000Designers’ and managers’ ways of thinking are different, and effective collaboration depends on them being cognizant of each other’s ways of thinking; the success of their work is highly interdependent.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first study that simultaneously investigates both product designers and managers to reveal the paradoxical dynamics between their perspectives.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124047396","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}