Journal of Product & Brand Management最新文献

{"title":"Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers","authors":"Shiyun Tian, Sumi Cho, Xiaofeng Jia, Ruoyu Sun, W. Tsai","doi":"10.1108/jpbm-02-2022-3879","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3879","url":null,"abstract":"\u0000Purpose\u0000This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’ self-improvement motives, which, in turn, drive their message engagement, brand attitudes and purchase intentions.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey was conducted with 295 college students who are digital natives and whose purchase decisions are heavily influenced by social media influencers.\u0000\u0000\u0000Findings\u0000The study findings confirmed that perceived similarity positively influenced assimilative comparison emotions of optimism, admiration and aspiration while negatively influenced contrastive comparison emotions of envy, depression and resentment. Wishful identification positively affected both assimilative and contrastive comparison emotions. Both types of social comparison emotions further affected consumers’ motivations to follow the influencer for self-improvement, thereby enhancing their brand attitude, purchase intention and engagement behaviors.\u0000\u0000\u0000Originality/value\u0000This study is one of the earliest attempts to investigate the relationship dynamics between influencers and consumers from the lens of social comparison. The study examines the antecedents of perceived similarity and wishful identification, the mediators of upward comparison emotions and self-improvement motives and the brand evaluation outcomes of message engagement, brand attitude and purchase intention.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116835242","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 authenticity building effect of brand experience and downstream effects","authors":"Feisal Murshed, A. Dwivedi, Tahmid Nayeem","doi":"10.1108/jpbm-02-2021-3377","DOIUrl":"https://doi.org/10.1108/jpbm-02-2021-3377","url":null,"abstract":"\u0000Purpose\u0000This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome.\u0000\u0000\u0000Design/methodology/approach\u0000A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses.\u0000\u0000\u0000Findings\u0000The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted.\u0000\u0000\u0000Social implications\u0000As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values.\u0000\u0000\u0000Originality/value\u0000This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128351965","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":"Vertical line extension: a systematic review of research on upward and downward line extension","authors":"Anna-Karina Schmitz, T. O. Brexendorf, Martin Fassnacht","doi":"10.1108/jpbm-03-2022-3895","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3895","url":null,"abstract":"\u0000Purpose\u0000Vertical line extension is an attractive growth strategy that allows brands to address heterogeneous consumer needs and react to competitive pressure. The purpose of this paper is to systematically review and summarize vertical line extension research to derive general insights into vertical upward and downward line extension.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on a systematic review of 536 academic articles and predefined inclusion criteria, this research identifies and evaluates all articles that add knowledge to the topic of vertical line extension (n = 64).\u0000\u0000\u0000Findings\u0000This research derives general insights in several vertical line extension-specific issues. Different forms of vertical line extension, conceptual differences between upward and downward extensions, as well as the role of perceived fit, extension degree and the parent brand are crucial for the study and evaluation of extension and parent brand feedback effects. Those effects are complex and often work in opposing directions not only for the parent brand but also for the extension. Future research needs to face that complexity as well as methodological issues and different research contexts to further advance the literature stream.\u0000\u0000\u0000Originality/value\u0000This paper provides a comprehensive, state-of-the-art review of vertical line extension research characteristics and results. It provides new insights on the characteristics and effects of vertical line extensions and guides future research on the topic.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127426660","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":"Do university trademarks matter? Interaction between university-related apparel style and licensing status","authors":"Xiao Huang, Wi-Suk Kwon","doi":"10.1108/jpbm-06-2022-4041","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4041","url":null,"abstract":"\u0000Purpose\u0000Based on cue utilization theory, this study aims to examine effects of the style (fashion vs basic) and licensing status (licensed vs nonlicensed) of university-related apparel products (URAPs) as intrinsic and extrinsic cues, respectively, impacting university fans’ responses (i.e. attitudes, purchase intentions and purchase behaviors) and the moderating roles of personal factors (i.e. perceived university prestige, quality consciousness and uniqueness seeking).\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected via an online quasi-experiment employing a 2 (licensing status: licensed vs nonlicensed) × 2 (style: basic vs fashion) within-subjects design with a purposeful sample of 1,126 students and alumni of a Southeastern American university.\u0000\u0000\u0000Findings\u0000Results show that consumers generally responded more favorably to licensed (vs nonlicensed) URAPs, especially for basic styles, whereas their responses to fashionable URAPs were more favorable for nonlicensed (vs licensed) URAPs. Furthermore, the positive effects of licensing status were stronger for consumers with high (vs low) perceived university prestige or quality consciousness. Consumers generally more favorably responded to basic (vs fashion) URAPs, but this style effect was weaker among those with a high (vs low) uniqueness seeking tendency.\u0000\u0000\u0000Originality/value\u0000Theoretical explanations on URAP consumption have been scant in the product and brand management literature. This study fills this literature gap by conceptualizing extrinsic (i.e. licensing status) and intrinsic (i.e. style) cues crucial in URAP consumption from a cue utilization theory lens and demonstrating empirical evidence for the intricate interplays among the two cues and diverse personal characteristics.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123213424","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":"Do all brand CSR initiatives make consumers happy? The role of CSR-brand (mis)fit and sense of relatedness","authors":"F. Gilal, Naeem Gul Gilal, Luis F. Martinez, R. Gilal","doi":"10.1108/jpbm-01-2022-3849","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3849","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may be moderated by CSR fit (e.g. CSR-brand fit vs misfit) and sense of relatedness (e.g. low vs high).\u0000\u0000\u0000Design/methodology/approach\u0000A series of six studies (including the one that is available online), combining field and experimental data, were conducted to test the hypothesized relationships.\u0000\u0000\u0000Findings\u0000Results support the hypothesis that brand CSR initiatives make consumers happy by increasing their attachment to the brand (Studies 1 and 2). This effect is strengthened both directly and indirectly through emotional attachment when brands engage in CSR fit activities (Study 3), but it is weakened when brands engage in CSR misfit activities (Study 4). Furthermore, the effect is more pronounced when brands choose CSR activities that have a high sense of relatedness, and it is eliminated when brands use CSR activities with a low sense of relatedness (Study 5). Finally, the results indicate that when brand CSR programs make consumers happy, they become more likely to purchase, spread positive word of mouth and pay a premium (Study 6).\u0000\u0000\u0000Originality/value\u0000This research has several major implications for business-to-consumer companies that are unsure about the value of brand CSR initiatives, want to make consumers happy but are unsure which CSR strategies to focus on and/or have decided to launch CSR initiatives but lack guidance on the specific strategies relevant to their desired performance outcomes.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"62 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134005047","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 crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships","authors":"M. Herter, Saleh Shuqair, D. C. Pinto, A. Mattila, Paola Zandonai Pontin","doi":"10.1108/jpbm-06-2022-4020","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4020","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues.\u0000\u0000\u0000Design/methodology/approach\u0000Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection.\u0000\u0000\u0000Findings\u0000The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects.\u0000\u0000\u0000Practical implications\u0000The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives.\u0000\u0000\u0000Originality/value\u0000This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"124 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132252394","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":"Do consumer values and perceived readiness impact secondhand luxury consumption? A goal-framing theory approach","authors":"Sheetal Jain, Rubal Rathi","doi":"10.1108/jpbm-10-2021-3703","DOIUrl":"https://doi.org/10.1108/jpbm-10-2021-3703","url":null,"abstract":"\u0000Purpose\u0000Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior.\u0000\u0000\u0000Design/methodology/approach\u0000An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro.\u0000\u0000\u0000Findings\u0000Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs.\u0000\u0000\u0000Originality/value\u0000Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131730058","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":"Naming product colors with an individual’s identity and product evaluation: self-referencing as a mediator","authors":"Hsuan‐Hsuan Ku, Yingting Chen","doi":"10.1108/jpbm-12-2021-3791","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3791","url":null,"abstract":"\u0000Purpose\u0000Marketers often select unique color names for products to heighten shopper interest. The purpose of this study is to use self-referencing as the foundation for assessing how a product color name that involves the self impacts product evaluation. This paper also investigates the salient element that might moderate consumers’ responses, in particular for product categories where color serves mainly as decoration and is of secondary importance.\u0000\u0000\u0000Design/methodology/approach\u0000Two between-subjects experiments examined how self-referencing mediates the influence of generic versus identity color names on product evaluation (Study 1) and also tested whether the effect of naming product colors in identity terms is limited to the scenario where cognitive load is low rather than high (Study 2).\u0000\u0000\u0000Findings\u0000The results of this study show that identity color names are more persuasive than generic color names. Self-referencing mediates the results, and the favorable effect of identity color names is diminished in the case of high cognitive load. Such evidence suggests that consumers might face impediments for self-referenced processing when factors exhaust their cognitive resources. The decreased elaboration results in less favorable evaluation.\u0000\u0000\u0000Originality/value\u0000This research enriches knowledge of how an element as modest as a creative product color name influences consumer evaluation, with suggestions for approaches to color naming.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"204 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131772309","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 interrelationship of family identities, personalities, and expressions on family winery websites","authors":"A. Berndt, C. Meintjes","doi":"10.1108/jpbm-11-2021-3751","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3751","url":null,"abstract":"\u0000Purpose\u0000Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research paper aims to explore the family identity elements that family wineries use on their websites, their alignment and how these are communicated online.\u0000\u0000\u0000Design/methodology/approach\u0000Based on Gioia’s methodology, a two-pronged approach was used to analyze 113 wineries’ websites’ text using Atlas. ti from an interpretivist perspective.\u0000\u0000\u0000Findings\u0000South African wineries use corporate identity, corporate personality and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists among these components.\u0000\u0000\u0000Practical implications\u0000Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.\u0000\u0000\u0000Originality/value\u0000This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120978712","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 brand perceptions on the post-to-purchase journey: a family branding perspective","authors":"Caitlin Pink, D. Wilkie, Christopher Graves","doi":"10.1108/jpbm-11-2021-3752","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3752","url":null,"abstract":"\u0000Purpose\u0000Despite brands’ growing use of social media, most research has overlooked the impact of brand perceptions, particularly that of a family brand identity and perceptions of authenticity. Often the purpose of a social media post is to positively change or enhance these perceptions and, consequently, increase a consumer’s purchase intentions. However, how a post influences purchase intentions, that is, the post-to-purchase journey, is not well understood. This study aims to investigate how characteristics of social media post influence purchase intentions through the mediated effects of social media engagement and perceptions of brand authenticity and how a family brand identity enhances this post-to-purchase journey.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on signalling theory, a sequential mediation model is devised, reflecting the post-to-purchase journey. Starting with identifying desirable characteristics of social media content, the sequential roles of social media engagement and brand authenticity and ending with purchase intentions – with the impact of family brand identity overlayed at each step. This model is analysed using partial least squares structural equation modelling and data from 227 UK consumers.\u0000\u0000\u0000Findings\u0000Four desirable characteristics of social media posts are affirmed – creativity, information, persuasion and inspiration. Each was theoretically justified as costly signals and captured different aspects of effective content, indicating their relative importance. The proposed post-to-purchase journey is supported, with family brand perceptions enhancing each step.\u0000\u0000\u0000Originality/value\u0000Addressing a need to look beyond current conceptualisations and theoretical underpinnings, this paper puts forward a post-to-purchase journey, incorporating brand-related perceptions, resulting in a deeper understanding of how social media builds purchase intentions.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"36 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124508894","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}