Journal of Product & Brand Management最新文献

{"title":"When brands behave badly: signaling and spillover effects of unethical behavior in the context of triple bottom line sustainability","authors":"B. Nichols, J. Kirchoff, I. Confente, Hannah J. Stolze","doi":"10.1108/jpbm-07-2021-3569","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3569","url":null,"abstract":"\u0000Purpose\u0000The triple bottom line of sustainability performance is well known; however, little research links it to consumer brand perceptions and intentions. This is important because consumers believe that brands should develop sustainability strategies and conduct business in ways that support those strategies. Using the theoretical lenses of signaling theory and spillover effects, this study aims to examine the impact of negative messages about brands’ triple bottom line sustainability activities on consumer perceived brand ethicality, perceived product quality and purchase interest.\u0000\u0000\u0000Design/methodology/approach\u0000This research includes two lab experiments with the US participants.\u0000\u0000\u0000Findings\u0000When brands have sustainability failures, consumers feel the firm is less ethical, its products are lower in quality and purchase interest suffers – regardless how the failure relates to the triple bottom line (environmental, social or economic). These effects are moderated by brand familiarity and the message source. Brand familiarity seems to protect a firm’s ethicality image as does when the information comes from a corporate source, contrary to the prevalent literature.\u0000\u0000\u0000Originality/value\u0000Unlike most sustainability research, this study provides comparison effects across all three dimensions of the triple bottom line. In doing so, this study highlights nuances in how consumers connect brands’ sustainability-related activities with perceptions about ethics and brand expectations. This research also contextualizes the findings through brand familiarity and message source and contributes to the growing body of literature on sustainability branding.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121245061","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":"Which brands do consumers become attached to? The roles of brand concepts and brand positioning in the context of COVID-19","authors":"Yuanyuan Cai, Mengmeng Wang, Haiyang Huang, Quanyu Jiang","doi":"10.1108/jpbm-05-2022-3998","DOIUrl":"https://doi.org/10.1108/jpbm-05-2022-3998","url":null,"abstract":"\u0000Purpose\u0000The COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the purpose of this paper is to focus on the buffering effect of brand attachment on death anxiety by exploring the roles of brand concepts and brand positioning on psychological compensation for security.\u0000\u0000\u0000Design/methodology/approach\u0000This multi-method paper features four studies and shows how brands can offer emotional support under high-risk circumstances.\u0000\u0000\u0000Findings\u0000Study 1 includes two surveys which offer preliminary evidence that death anxiety can enhance consumers’ brand attachment. Study 2 reveals a causal effect wherein consumers experiencing death anxiety are more likely to attach to brands with a self-transcendence (vs self-enhancement) concept. Study 3 examines the mediating role of need for security in the relationship between death anxiety and attachment to brands with a self-transcendence concept. Further, Study 4 indicates the moderating role of brand positioning: self-transcendence brands adopting local (vs global) positioning strategies are more likely to satisfy consumers’ need for security, thereby leading to strong brand attachment.\u0000\u0000\u0000Originality/value\u0000The findings of this paper contribute to the brand attachment literature and to the global branding literature regarding consumers’ emotional responses in the context of COVID-19. This paper innovatively frames brand concepts and brand positioning and provides actionable guidelines to help brands satisfy consumers’ needs amid a worldwide crisis.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115298682","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":"Will consumers give us another chance to bounce back? Effects of precrisis commitments to social and product responsibility on brand resilience","authors":"Jiyun Kang, Amy A. Faria, Judy M. Lee, W. Choi","doi":"10.1108/jpbm-03-2022-3899","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3899","url":null,"abstract":"\u0000Purpose\u0000Merely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a brand’s ability to manage crises and rapidly regain consumer trust is essential. This study aims to explore whether consumer perceptions of a brands’ prior commitments to two different areas of corporate responsibility (social and product responsibility) alleviate the postcrisis attribution of accountability and further build brand resilience, examining differences between two types of crisis situations – values versus performance crises.\u0000\u0000\u0000Design/methodology/approach\u0000A scenario-based online survey on product versus ethical labor issues was conducted. The data were collected from a highly valid, nationwide sample set of more than a thousand US consumers. Multigroup structural equation modeling was used as the primary data analysis method.\u0000\u0000\u0000Findings\u0000A brand’s precrisis commitment to social responsibility was found to decrease attribution of accountability across both types of crises. It also strengthened brand resilience, but this effect was more prevalent in a performance than a values crisis. The effects of precrisis commitment to product responsibility on brand resilience were minimal or insignificant across crisis types.\u0000\u0000\u0000Originality/value\u0000Previous research underexplores which types of corporate responsibility commitments provide a firm with a better protection against crises. This study significantly advances the knowledge regarding the type of commitments that can substantially increase brand resilience, which supports the rationale of making stronger commitments to social responsibility than to product responsibility. Practical insights are provided into how investments in corporate social responsibility help alleviate consumers’ negative perceptions during the outbreak of a brand crisis and build more brand muscle that enables resilience against future crises.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124878527","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":"Employees’ online brand advocacy behaviors as a response to justice and emotion","authors":"Nilsah Cavdar Aksoy, Nihal Yazici, Ahmet Duzenci","doi":"10.1108/jpbm-11-2021-3742","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3742","url":null,"abstract":"\u0000Purpose\u0000This study aims to focus on the information sharing behavior of employees in the context of online brand advocacy based on the cognition–affection–behavior framework.\u0000\u0000\u0000Design/methodology/approach\u0000Online surveys were distributed to 840 employees, and the gathered data was analyzed by using structural equation modeling.\u0000\u0000\u0000Findings\u0000The effects of perceived organizational justice, employee emotions, organizational trust on online brand advocacy and the moderating role of organizational identification were empirically supported in this study. Noteworthy exceptions to these findings included the lack of evidence of the effect of informational justice on emotions, the effect of procedural justice on negative emotion and the effect of negative emotion on online brand advocacy.\u0000\u0000\u0000Originality/value\u0000This study expands brand activism research by investigating online brand advocacy and the employee context. Moreover, this work also extends online brand advocacy research through the employee points of view.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127302880","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":"Consumer attitudes and purchase intentions towards internet celebrity self-brands: an integrated view of congruence, brand authenticity and internet celebrity involvement","authors":"Timmy H. Tseng, Han-Yu Wang","doi":"10.1108/jpbm-03-2022-3892","DOIUrl":"https://doi.org/10.1108/jpbm-03-2022-3892","url":null,"abstract":"\u0000Purpose\u0000Internet celebrities have become key resources for consumers making purchase decisions. An increasing number of internet celebrities have begun to exert their influence by creating self-branded products. This study aims to examine the antecedents of consumer attitudes and purchase intentions towards internet celebrity self-brands by integrating cognitive consistency theory, cue utilisation theory and the literature on brand authenticity and celebrity involvement.\u0000\u0000\u0000Design/methodology/approach\u0000Two sub-samples of different social media brand communities were collected via online surveys of consumers with experience purchasing targeted internet celebrity self-brands. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data.\u0000\u0000\u0000Findings\u0000The results of the two sub-samples provide convergent evidence that brand–consumer congruence, brand authenticity and internet celebrity involvement have positive correlations with consumer attitudes towards internet celebrity self-brands, which then positively correlate with purchase intentions in both psychological (Sub-sample 1) and social (Sub-sample 2) brand communities.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to develop a comprehensive model of consumers’ attitudes towards internet celebrity self-brands, which predict purchase intentions. The model is empirically tested in different social media brand communities, and the convergent results show the power of the proposed model. Internet celebrity involvement is proposed as a key driver of brand attitudes, which has received little attention. We conceptualise internet celebrity involvement and develop a scale to measure it. Based on the findings, we propose strategies to improve the marketing effectiveness of internet celebrity self-brands.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"246 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122932726","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":"Perceived injustice and brand love: the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters","authors":"Fayez Ahmad, Francisco Guzmán","doi":"10.1108/jpbm-06-2022-4035","DOIUrl":"https://doi.org/10.1108/jpbm-06-2022-4035","url":null,"abstract":"\u0000Purpose\u0000Negative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is unknown. This study aims to investigate the effect and cause of different forms of injustice on brand love. It also explores which type of responses are more effective to mitigate their damaging effect.\u0000\u0000\u0000Design/methodology/approach\u0000One text mining, using SAS enterprise miner, and three experimental studies were conducted. ANOVA and mediation and moderation analyses were conducted to test the hypotheses.\u0000\u0000\u0000Findings\u0000Negative reviews specific to procedural injustice are more damaging than reviews specific to distributive or interactional injustice experienced in a service encounter. The underlying reason behind this differential effect is that perceived procedural injustice influences consumers more to punish the brand, resulting in a greater negative effect on brand love. To counter the damage, a sympathetic, rather than empathetic, brand response is more effective.\u0000\u0000\u0000Originality/value\u0000This study contributes to justice theory and brand love literature by providing evidence that procedural injustice triggers the highest level of willingness to punish and thus the lowest level of brand love. Consequently, willingness to punish, rather than emotion, is found to be the underlying reason behind procedural injustice having the strongest negative effect on brand love.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"103 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114604934","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":"Signaling norm salience through perceived peer counterfeit consumption","authors":"Sameeullah Khan, A. Fazili, I. Bashir","doi":"10.1108/jpbm-02-2022-3859","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3859","url":null,"abstract":"\u0000Purpose\u0000This paper aims to theorize that millennials' counterfeit buying behavior is partly driven by perceived peer counterfeit consumption – the perception that counterfeit luxury consumption is a norm within members of their own generation.\u0000\u0000\u0000Design/methodology/approach\u0000The research is based on two survey-based studies: Study 1 investigates the phenomenon on young millennials (n = 438) and Gen X (n = 374) using moderation analyses in PROCESS Macro; and Study 2 is based on young millennials (n = 643) and runs a partial least squares structural equation modeling model.\u0000\u0000\u0000Findings\u0000The findings reveal that perceived counterfeit consumption within own (vs other) generation leads to greater counterfeit purchase intention and this effect is stronger for young millennials (vs Gen X). Counterfeiting values (materialism, counterconformity and morality) strengthen the impact of perceived peer counterfeit consumption on the counterfeit purchase intention of young millennials, thereby establishing counterfeit luxury consumption as a salient norm.\u0000\u0000\u0000Practical implications\u0000To modify perceptions about peer counterfeiting norms, normative messages must communicate counterfeit avoidance among millennials through social media influencers. Luxury brand managers must focus on the experiential value of luxury and pursue unconventional luxury inspired by a sense of rebelliousness and independence.\u0000\u0000\u0000Originality/value\u0000This work demonstrates that millennials engage in counterfeit luxury consumption when they perceive it as a salient consumption norm among members of their own generation. It adds a novel construct of perceived counterfeit consumption and demonstrates the role of generation as a normative referent. The article provides a values-based motivational account of conformity to peer counterfeiting norms.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130791086","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 anthropomorphism on Twitter: communication strategies and consumer engagement","authors":"Linwan Wu, N. Dodoo, C. Choi","doi":"10.1108/jpbm-12-2021-3787","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3787","url":null,"abstract":"\u0000Purpose\u0000Anthropomorphized brands have been widely used as marketing communication tools to engage consumers on social media, especially on Twitter. Guided by the social exchange theory (SET) and the dialogic theory, this study aims to investigate how anthropomorphized brands leverage different communication strategies on Twitter and how these strategies are related to consumer engagement.\u0000\u0000\u0000Design/methodology/approach\u0000Supervised machine learning was used to identify the communication strategies (i.e. message types and dialogic principles) of 125,887 tweets from 21 brand characters. Some statistical analyses (e.g. frequency analysis, Chi-square analysis and Poisson regression analysis) were performed to explore the relationships between communication strategies and consumer engagement (i.e. retweets and replies).\u0000\u0000\u0000Findings\u0000The majority of anthropomorphized brands’ tweets belonged to the socioemotional category and the most adopted dialogic principles were generation of return visits and conservation of visitors. Consumers engaged more with socioemotional tweets as well as the tweets that adopted the principles of dialogic loop and conservation of visitors. There were clear relationships between message types and dialogic principles in anthropomorphized brands’ tweets, and certain dialogic principles were found to effectively improve consumer engagement with certain message types.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this study is the first to investigate the communication strategies of anthropomorphized brand characters on Twitter using computational research methods. It not only provides brand managers a systematic review of how current anthropomorphized brands communicate with consumers on Twitter and what strategies work more effectively to trigger consumer engagement but also contributes to theory building in brand management by integrating the SET and the dialogic theory in brand anthropomorphism research.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116301000","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 does involvement build loyalty towards music-streaming platforms? A multi-analytical SEM-ANN technique","authors":"Clarissa Theadora, Maria Veronica Amelia, G. Tan, Pei-San Lo, K. Ooi, Yogesh Kumar Dwivedi","doi":"10.1108/jpbm-02-2022-3855","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3855","url":null,"abstract":"\u0000Purpose\u0000Given the acute competition between music-streaming platforms (MSPs), the purpose of this study is to identify the relational motivators of brand loyalty towards the MSP in terms of user-brand involvement, brand trust, brand engagement, brand recommendation and brand loyalty.\u0000\u0000\u0000Design/methodology/approach\u0000Cross-sectional quantitative data, gathered from a total of 340 eligible respondents via an online questionnaire survey, were empirically analysed and validated using a hybrid predictive-analytics structural equation modelling (SEM) and Artificial Neural Network (ANN) method.\u0000\u0000\u0000Findings\u0000The results of this study demonstrate that user-brand involvement promotes brand loyalty toward a MSP by fostering brand engagement, brand trust and positive word-of-mouth. SEM and ANN data comparison reveals good consistency.\u0000\u0000\u0000Research limitations/implications\u0000The generalizability of the research outcomes may be constrained, as this study only considers the data from a single country (i.e. Malaysia) and one music streaming platform (i.e. Spotify). This study highlighted the relevance of user-brand involvement and non-core supporting services in the cultivation of brand loyalty, particularly their salient roles in promoting favourable attitudes and behaviours towards platform brands.\u0000\u0000\u0000Practical implications\u0000The insights produced can aid MSPs in devising better user retention strategies that can be used to maintain their competitive edge over time. The findings of this study made it abundantly evident that practitioners should facilitate more user-brand cooperative activities to encourage user-brand involvement and, ultimately, foster brand loyalty.\u0000\u0000\u0000Originality/value\u0000This study has addressed a major research gap by examining the relational roots of brand loyalty, which transcend the typical focus on transactional factors and technical lock-in. This study pioneered the investigation of brand involvement with user involvement.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"97 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123105447","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 moderated mediation model of situational context and brand image for online purchases using eWOM","authors":"Le Nguyen Hoang, Le Thanh Tung","doi":"10.1108/jpbm-02-2022-3857","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3857","url":null,"abstract":"\u0000Purpose\u0000The moderating role of situational context in the effects of electronic word-of-mouth (eWOM) on online purchase intention through brand image has found sparse empirical support. This study thus aims to examine whether situational context affects the direction and strength of the relationships between aspects of eWOM and brand image that lead to online purchase intention.\u0000\u0000\u0000Design/methodology/approach\u0000To extend the existing research, the authors tested the model using a sample of 546 online shoppers during the fourth wave of COVID-19 in Ho Chi Minh City. Specifically, the testing of the direct relationships and the mediating role of brand image occurred using measurement and structural models. The authors then created a moderated mediation model to examine the moderating role of situational context. Furthermore, the authors probed the interactions by identifying changes in the relationships from eWOM to online purchase intention through a brand image at different levels of situational context.\u0000\u0000\u0000Findings\u0000Without situational context’s moderating effect, brand image positively partially mediated the influence of either eWOM credibility or quantity on intention. Situational context’s moderating effect then explains why high- versus low-level disease-avoidance customers seek less eWOM credibility and more eWOM quantity to develop brand images and shape their intentions.\u0000\u0000\u0000Originality/value\u0000The findings have theoretical implications for understanding the pressure of disease avoidance on customers’ online purchase intentions. Among the practical implications of the research are tactics for profit and non-profit purposes.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"210 1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126212046","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}