Journal of Product & Brand Management最新文献

{"title":"Too thin to be cute: the influence of letter height-to-width ratio on consumer perception","authors":"Zhipeng Xie, Tao Wang, Jing-Wei Zhao, Huanyu Qin","doi":"10.1108/jpbm-05-2022-3977","DOIUrl":"https://doi.org/10.1108/jpbm-05-2022-3977","url":null,"abstract":"\u0000Purpose\u0000This study aims to test the possible correlation between the letter height-to-width ratio and consumers’ perception of cuteness.\u0000\u0000\u0000Design/methodology/approach\u0000Through the design of three groups of experimental questionnaires, this paper carried out experiments on subjects with different professional backgrounds.\u0000\u0000\u0000Findings\u0000The result shows that perceived cuteness is only beneficial for consumers who adopt communal relationship (rather than exchange relationship) with the brand. Compared to consumers who adopt communal relationship with brands, letters of lower height-to-width ratio are perceived as cuter and thus more preferable than thinner ones, whereas for consumers who adopt exchange relationship with brands, thinner letters are preferred.\u0000\u0000\u0000Research limitations/implications\u0000To rule out interference, this study focuses only on the height-to-width ratio of the letters. In the future, researchers can pay more attention to the mobility of brand relationships, consumers’ reading strategy and logos’ visual elements that influence consumers’ brand perception (besides height-to-width ratio).\u0000\u0000\u0000Practical implications\u0000The research reminds scholars that the height-to-width ratio of letters/logos is not only of aesthetic value but also imposes a great impact on consumer perception. And the result of this research explains the contradiction in consumers’ preference for wide vs thin letter shapes and provides evidence for the interaction between brand relationship norms and letter preferences.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to explore the influence of letter height-to-width ratio in marketing.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127011037","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":"When do established CPG product brands benefit from a corporate-brand endorsement? The moderating role of consumer needs and brand familiarity","authors":"Andreas Strebinger, Thomas Otter","doi":"10.1108/jpbm-08-2021-3614","DOIUrl":"https://doi.org/10.1108/jpbm-08-2021-3614","url":null,"abstract":"\u0000Purpose\u0000Many consumer packaged goods (CPG) companies have increased the visibility of their corporate brand to consumers by adding a corporate logo (e.g. Unilever “U”) on the packaging of their product brands (e.g. Dove, Domestos, Lipton, Knorr) and showcasing their product-brand portfolio in additional corporate-brand advertising. This paper aims to investigate consumer needs and product-brand familiarity as moderators of the impact of such a strong form of corporate-brand endorsement on the evaluation of established CPG product brands.\u0000\u0000\u0000Design/methodology/approach\u0000Two experiments with n = 670 and n = 118 respondents compare consumer evaluations of eight (Study 2: ten) product brands of a major German (Study 2: Anglo-Dutch) CPG company with versus without corporate-brand endorsement. The authors measure (Study 2: manipulate) the importance a consumer attaches to symbolic, experiential, relational and functional needs in brand choice.\u0000\u0000\u0000Findings\u0000Corporate-brand endorsement improves (decreases) the evaluation of established CGP product brands among consumer segments who base their brand choice in a CPG category predominantly on functional or relational (experiential or symbolic) needs. Furthermore, it exerts a negative effect on product brands among heavy category users due to their higher product-brand familiarity.\u0000\u0000\u0000Practical implications\u0000Rather than endorsing all its product brands with the corporate brand, a CPG company should do so selectively, depending on the positioning and target audience of each product brand.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this paper is the first to demonstrate the importance of consumer needs and product-brand familiarity in corporate-brand endorsement.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129210546","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 subsequent effects of negative emotions: from brand hate to anti-brand consumption behavior under moderating mechanisms","authors":"A. Rahimah, H. Dang, Tessa Tien Nguyen, Julian Ming-Sung Cheng, A. Kusumawati","doi":"10.1108/jpbm-12-2021-3778","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3778","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies.\u0000\u0000\u0000Design/methodology/approach\u0000Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square.\u0000\u0000\u0000Findings\u0000This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively.\u0000\u0000\u0000Originality/value\u0000The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115950779","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 relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning","authors":"Bangwool Han","doi":"10.1108/jpbm-02-2022-3868","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3868","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.\u0000\u0000\u0000Design/methodology/approach\u0000The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.\u0000\u0000\u0000Findings\u0000The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.\u0000\u0000\u0000Originality/value\u0000This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121762815","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":"Configurating product placement prominence on brand memory: what counts and what does not?","authors":"Sigen Song, F. Chan, Yongfa Li, C. Wang","doi":"10.1108/jpbm-11-2021-3732","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3732","url":null,"abstract":"\u0000Purpose\u0000Placement prominence is a multidimensional concept. Previous studies have defined and operationalized prominence in different ways, and no studies have tried to systematically examine what should and should not be counted as prominence. This study aims to fill this gap.\u0000\u0000\u0000Design/methodology/approach\u0000Using a content analysis of six short films and a survey study on 129 Chinese young adults, this study systematically examined 13 dimensions of placement prominence on the memory of placed brands.\u0000\u0000\u0000Findings\u0000Factor analysis has reduced the 13 dimensions into five factors: contextual, narrative, sensory, exposure and spatial prominence. Fuzzy-set qualitative comparative analysis (QCA) software was used to conduct a contrarian case analysis and test for predictive validity. This was followed by a QCA to identify the optimal configurations of the five factors that may lead to a high recognition of the placed brands. The optimal configurations were also contrasted across two gender and brand familiarity groups. While the optimal configurations of prominence on brand memory for male and female participants were largely the same, the combinations differed between participants with low and high brand familiarity.\u0000\u0000\u0000Originality/value\u0000Previous studies in product placement usually operationalize prominence with a few dominant dimensions intuitively though several other dimensions, and their interactions could also affect the prominence level. To the best of authors’ knowledge, this is the first study that used multiple dimensions of prominence configurations to identify paths that may lead to low and high brand memory. The empirical results contribute to the theory and understanding of the effect of prominence on brand memory and provide guidance to brand managers in determining which prominence configuration is the most suitable for achieving their promotional objective.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116487057","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":"Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry","authors":"J. Hoskins, A. Griffin","doi":"10.1108/jpbm-01-2022-3835","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3835","url":null,"abstract":"\u0000Purpose\u0000This research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product performance outcomes in the context of the music category: a cultural goods industry with high amounts of product introductions. Market selection decisions are defined by the size, competitiveness and age of market subcategories within an overall product category. Positioning decisions include where a product’s attributes are located spatially in the category (periphery versus the market center), whether a product resides within a single subcategory or spans multiple ones and what brand strategy (single versus co-branding) is used.\u0000\u0000\u0000Design/methodology/approach\u0000Data are from multiple sources for the US music industry (aka product category) from 1958 to 2019 to empirically test the hypotheses: genres (rock, blues, etc.) correspond to subcategories; artists to brands; and songs to products. Regression analyses are used.\u0000\u0000\u0000Findings\u0000A complex set of nuanced results are generated and reported, finding that key marketing decisions drive short-term new product success differently and frequently in opposing ways than long-term success. Launching into very new, well-established or very competitive markets leads to the strongest long-term success, despite less attractive short-run prospects. Positioning a product away from the market center and spanning subcategories similarly poses short-run challenges, but long-run returns. Brand collaborations have reverse effects. Short-run product success is found, overall, to be difficult to predict even with strong data inputs, which has substantial implications for how firms should manage portfolios of products in cultural goods industries. Long-run product success is considerably more predictable after short-run success is observed and accounted for.\u0000\u0000\u0000Originality/value\u0000While managers and firms in cultural goods industries have long relied on intuition to manage market selection and product positioning decisions, this research tests the hypothesis that objective data inputs and empirical modeling can better predict short- and long-run success of launched products. Specific insights on which song characteristics may be associated with success are found – as are more generalizable, industry-level results. In addition, by distinguishing between short- and long-run success, a more complete picture on how key decisions holistically affect product performance emerges. Many market selection and product positioning decisions have differential impacts across these two frames of reference.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127716494","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 psychologically close: examining the determinants of branded app engagement","authors":"Sara H. Hsieh, Timmy H. Tseng, Crystal T. Lee","doi":"10.1108/jpbm-07-2021-3565","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3565","url":null,"abstract":"\u0000Purpose\u0000Enabled by pronounced advancement in technology, branded apps have dramatically changed how consumers communicate with brands. However, despite the proliferation of mobile apps, brands are struggling to engage users. Without engagement, a mobile app is unable to attract continued usage and brands are unable to establish relationships with consumers. Grounded in construal level theory, this study aims to adopt a fresh perspective to examine the determinants of psychological distance, which plays a key role in branded app engagement.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey with valid data from 396 app users of UberEats, Foodpanda, 7-11 and FamilyMart in Taiwan was conducted.\u0000\u0000\u0000Findings\u0000Perceived synchronicity, localization, homophily, ease of use and design aesthetics are the key determinants that drive branded app engagement, which, in turn, facilitates continuous app usage intention, a positive brand attitude and brand loyalty.\u0000\u0000\u0000Originality/value\u0000This study contributes to the literature by revealing the five determinants of psychological distance that exert impacts on the establishment of branded app engagement. This research provides valuable findings that practitioners can emphasize to drive branded app engagement.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"30 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125513481","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 you consider buying a counterfeit? New evidence from the theory of planned behaviour and cognitive dissonance theory","authors":"Sally Raouf Ragheb Garas, A. Mahran, Hassan Mohamed Hussein Mohamed","doi":"10.1108/jpbm-11-2021-3734","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3734","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the impact of perceived risk, ethical judgement, value consciousness, susceptibility to social influence and neutralisation on counterfeit clothes and accessories purchase intention in Egypt.\u0000\u0000\u0000Design/methodology/approach\u0000A single cross-sectional survey was conducted. Questionnaires were used to collect data from 361 counterfeit buyers in Egypt. To test the hypotheses, partial least squares-structural equation model was applied.\u0000\u0000\u0000Findings\u0000The results indicate that neutralisation, perceived risk and susceptibility to social influence significantly impact attitudes towards counterfeiting and purchase intentions, whereas value consciousness impacts counterfeit purchase intention. In addition, attitudes mediate the effects of perceived risk, susceptibility to social influence and neutralisation on purchase intention.\u0000\u0000\u0000Practical implications\u0000Brand producers/retailers and the government need to adhere to a number of practices to curb counterfeit demand, mainly by tackling the neutralisation’s impacts, demonstrating various risks of counterfeiting and developing a collective attitude against counterfeiting.\u0000\u0000\u0000Originality/value\u0000This study contributes to the ethical decision-making literature by empirically testing and quantifying the impact of neutralisation on shaping counterfeit buyers’ attitudes and purchase intention.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"134 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123449660","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 perceived risk influence the intention to purchase second-hand clothing? A multigroup analysis of SHC consumers versus non-SHC consumers","authors":"K. Koay, Chee Wei Cheah, H. S. Lom","doi":"10.1108/jpbm-11-2021-3721","DOIUrl":"https://doi.org/10.1108/jpbm-11-2021-3721","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the influence of perceived risk, including financial, functional, aesthetic, sanitary, psychological and social risks, on the intention to purchase second-hand clothing (SHC) between SHC consumers and non-SHC consumers based on perceived risk theory.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 290 responses were collected, with 110 from SHC consumers and 180 from non-SHC consumers. Partial least squares structural equation modelling was used to validate the hypotheses. Additionally, a permutation test and multigroup analysis (MGA) were performed.\u0000\u0000\u0000Findings\u0000The findings indicate that different types of risk have varying effects on both SHC and non-SHC consumers’ intention to purchase SHC. In particular, financial, aesthetic and social risks are found to be significant predictors of purchase intention for SHC consumers. By contrast, sanitary and psychological risks are significant predictors of purchase intention for non-SHC consumers. Furthermore, the MGA results indicate a significant difference between SHC consumers and non-SHC consumers in the relationship between financial risk, social risk and purchase intention.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study to examine the effects of different types of risk on the intention to purchase SHC in both SHC and non-SHC consumers. The findings will provide practitioners with practical insights for developing more effective strategies to target these two distinct consumer groups.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128327453","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":"Family business branding from a signaling theory perspective: an integrative framework","authors":"Marco Galvagno, Vincenzo Pisano, Sonia M. Strano","doi":"10.1108/jpbm-12-2021-3758","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3758","url":null,"abstract":"\u0000Purpose\u0000This study aims to review family business branding research, elaborate a new framework integrating family business branding and corporate brand management literature and finally identify future research directions.\u0000\u0000\u0000Design/methodology/approach\u0000A bibliometric analysis was conducted to present the main research topics within family business branding.\u0000\u0000\u0000Findings\u0000The contributions of this study are threefold. First, this study maps the main themes of family business branding research and highlights its fragmented nature. Second, this study proposes an overarching framework based on signaling theory, attempts to bridge the family business branding and corporate brand management literature and provides a lead for future research. Third, this study stresses the role of brand construct in family business branding.\u0000\u0000\u0000Originality/value\u0000This study represents an important step in the identification of a new theoretical framework that best fits the investigation of family business branding.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114823996","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}