Journal of Product & Brand Management最新文献

{"title":"Consumer response to celebrity transgression: investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities","authors":"Nora J. Rifon, M. Jiang, Shuang Wu","doi":"10.1108/jpbm-12-2021-3781","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3781","url":null,"abstract":"\u0000Purpose\u0000This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.\u0000\u0000\u0000Design/methodology/approach\u0000By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.\u0000\u0000\u0000Findings\u0000Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.\u0000\u0000\u0000Originality/value\u0000This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"15 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":"122106669","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":"Internal audience watches the boss walking the talk: the mechanism of management’s mission alignment for internal branding","authors":"Sang bong Lee, Taewon Suh","doi":"10.1108/jpbm-12-2021-3786","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3786","url":null,"abstract":"\u0000Purpose\u0000Although the alignment between mission statement and leadership practices leads to higher employee performance, it is unclear how the alignment is linked with employee work engagement (EWE), and this vague linkage is a significant research gap in internal branding. Therefore, the current study aims to focus on management mission alignment as perceived by employees as an antecedent of EWE, and clarifies its related mechanism for EWE.\u0000\u0000\u0000Design/methodology/approach\u0000The current study uses survey data (n = 150) from the airline industry and analyzes the data by adopting structural equation modeling.\u0000\u0000\u0000Findings\u0000Employee perception of management mission alignment affects EWE directly and indirectly through emotional exhaustion and organizational identification. Also, employee mission engagement can enhance the effect of management mission alignment on EWE.\u0000\u0000\u0000Originality/value\u0000The current study makes three contributions to internal branding and employee engagement literature. First, as a response to the need to investigate a driver of EWE, it identifies management mission alignment as an initiator of EWE. Second, as an effort to elucidate the unclear mechanism for EWE, it demonstrates three different processes for EWE, represented by the three theories, including job demand-resource theory, conservation of resource theory and social identity theory. This sheds light on the process where management mission alignment has influences on EWE. Third, it proposes employee mission engagement as an employee mission-related factor that can moderate the effect of management mission alignment on EWE.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-11-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128798273","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 equity and stock performance in time of crisis: evidence from the COVID-19 pandemic","authors":"Maryam Farhang, Omid Kamran-Disfani, Arash H. Zadeh","doi":"10.1108/jpbm-01-2022-3830","DOIUrl":"https://doi.org/10.1108/jpbm-01-2022-3830","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand equity stocks (HBES) portfolio with that of the overall market during market downturn, market upturn and total disturbance periods of the COVID-19 pandemic in 2020.\u0000\u0000\u0000Design/methodology/approach\u0000Stock performance data and brand valuation estimates are obtained from various sources to assemble a portfolio of HBES and conduct the analyses. Econometric models are estimated to examine the impact of BE on stock performance and compare the HBES portfolio performance versus the overall market.\u0000\u0000\u0000Findings\u0000BE was positively associated with stock return and negatively associated with both types of risk (volatility and beta) during the COVID-19 pandemic. Specifically, during the market downturn period, BE was positively related to stock return and negatively related to stock volatility; during the market upturn period, BE was negatively associated with both types of risk; and during the total disturbance period, BE was positively associated with stock return and negatively associated with both types of risk. Finally, the HBES portfolio outperformed the market (S&P 500 index).\u0000\u0000\u0000Research limitations/implications\u0000The findings advance the extant research by providing evidence pertaining to brands' role in mitigating the impact of unpredictable market shocks and crises, such as the COVID-19 pandemic, on stock performance. While brands are mostly viewed as drivers of sustained competitive advantage and profitability, their protective role in crisis times is noteworthy.\u0000\u0000\u0000Practical implications\u0000The research findings potentially help marketing and brand managers to justify marketing spending and craft their strategies to enhance firm performance during crises similar to COVID-19.\u0000\u0000\u0000Originality/value\u0000The marketing–finance interface can benefit from insights offered by the COVID-19 pandemic, as such crises are becoming prevalent and are capable of damaging various stakeholders' outcomes (firms, investors and customers). The empirical examination is separately conducted on the market downturn, market upturn and total disturbance period attributable to the COVID-19 pandemic.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"67 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125508442","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":"Pro-environmental messages have more effect when they come from less familiar brands","authors":"Vera Herédia-Colaço","doi":"10.1108/jpbm-12-2021-3782","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3782","url":null,"abstract":"Purpose\u0000This research aims to compare consumer responses to pro-environmental communication and appeals to recycle packaging when these messages come from a high-familiarity versus a low-familiarity brand.\u0000\u0000\u0000Design/methodology/approach\u0000Two online between-subjects experimental studies evaluate consumer perceptions and the willingness to comply with recycling appeals in response to pro-environmental communications from a high-familiarity versus a low-familiarity brand. To test the hypotheses, the studies examine the moderating role of sustainability habits and the mediating role of shared environmental responsibility.\u0000\u0000\u0000Findings\u0000Findings show that communicating a brand’s adoption of sustainable packaging is more salient to consumers when the appeal comes from a low-familiarity rather than a high-familiarity brand, especially when sustainability habits are weaker. The mediating role of shared environmental responsibility partly explains consumers’ commitment to act pro-environmentally.\u0000\u0000\u0000Research limitations/implications\u0000Sustainability officials and policymakers should consider the impact of pro-environmental interventions that encourage collective recycling between brands and consumers. Practitioners are encouraged to examine revised waste management schemes such as extended producer responsibility programs to elicit the collaboration of consumers in initiatives that boost recycling and stimulate pro-environmental behaviors.\u0000\u0000\u0000Originality/value\u0000Using the diagnosticity–accessibility framework and habit theory, to the best of the author’s knowledge, this research is among the first to empirically examine the role of sustainability habits in consumer responses to pro-environmental brand communications. It also highlights consumers’ willingness to comply with brands’ take-back programs in a shared effort to reduce plastic waste and encourage a circular economy.","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"243 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115587621","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":"Listing product benefits on an extra affixed label: effects on claim credibility and product evaluation","authors":"Hsuan‐Hsuan Ku, Pei-Ting Chen","doi":"10.1108/jpbm-07-2021-3592","DOIUrl":"https://doi.org/10.1108/jpbm-07-2021-3592","url":null,"abstract":"\u0000Purpose\u0000To heighten shopper interest, fast moving consumer goods marketers often attach supplementary labels to the package front to promote product benefits. This study aims to use claim credibility as the foundation for investigating how an extra affixed label that addresses product benefits impacts consumer evaluation, as well as identifying important factors that might moderate the resulting responses.\u0000\u0000\u0000Design/methodology/approach\u0000Three between-subjects experiments examine how claim credibility mediates the influence of extra affixed labels on product evaluation (Study 1). They also test whether the impact on consumer responses of extra affixed labels, with emphasis on the same vs different benefits as those printed on the front of a package (Study 2.1) or with a high or low relevance between their claimed benefits and the front-of-package stated ingredients (Study 2.2), is dependent upon individuals’ need for cognition.\u0000\u0000\u0000Findings\u0000Results show the power of extra affixed labels in improving product evaluation. Claim credibility mediated the observed effects of extra affixed labeling. Yet, the favorable effects of extra affixed labels for individuals high in need for cognition is diminished when expressed in a different (vs same) claim from those printed on the package front or the claim about product benefits is low (vs high) relevance to the declared ingredients. The reverse holds true for those low in need for cognition.\u0000\u0000\u0000Originality/value\u0000This study advances knowledge on the effects of extra affixed label claims on product evaluation.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"128 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129376360","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":"Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism","authors":"Shuang Yang, Jiarong Tang, Jian Cai, Gongxing Guo","doi":"10.1108/jpbm-09-2021-3658","DOIUrl":"https://doi.org/10.1108/jpbm-09-2021-3658","url":null,"abstract":"\u0000Purpose\u0000Few extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities (OBCs). This study aims to examine the sequential mediation mechanism of emotional energy and spiritual brand identification under interaction ritual theory and identifies membership prototypicality as the moderator.\u0000\u0000\u0000Design/methodology/approach\u0000An online investigation of 515 OBC users was conducted to gather data, and structural equation modeling was applied to test the hypotheses.\u0000\u0000\u0000Findings\u0000The empirical results revealed that OBC rituals were positively related to customer citizenship behavior. Emotional energy and spiritual brand identification could play mediating roles in the relationship between OBC rituals and customer citizenship behavior. Furthermore, there existed a sequential mediation mechanism with emotional energy as the first mediator and spiritual brand identification as the second. The effect of OBC rituals on emotional energy was more significant for peripheral members than prototypical members.\u0000\u0000\u0000Practical implications\u0000Managers of OBCs should conduct various ritualistic strategies to stimulate users to perform customer citizenship behaviors. Discrete ritualized activities should be intended for members of different prototypicalities.\u0000\u0000\u0000Originality/value\u0000This study provides a profound insight on how OBC rituals foster customer citizenship behavior and is among the first to explore such a relationship. It also investigates the sequential mediation mechanism, thus broadening the research on the influencing processes of OBC rituals on customer citizenship behavior.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117257535","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 products branded with handwritten scripts suffer more amid product-harm crises?","authors":"Rubing Bai, Baolong Ma, Zhichen Hu, Hong Wang","doi":"10.1108/jpbm-10-2020-3169","DOIUrl":"https://doi.org/10.1108/jpbm-10-2020-3169","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap.\u0000\u0000\u0000Design/methodology/approach\u0000Five experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects.\u0000\u0000\u0000Findings\u0000Framed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident.\u0000\u0000\u0000Originality/value\u0000This paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129505294","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":"Positioning products through names: effect of sound symbolism on perception of products with blended brand names","authors":"S. Arora, Arti D. Kalro, Dinesh Sharma","doi":"10.1108/jpbm-12-2021-3794","DOIUrl":"https://doi.org/10.1108/jpbm-12-2021-3794","url":null,"abstract":"\u0000Purpose\u0000Managers prefer semantic imbeds in brand names, but extant literature has primarily studied fictitious names for their sound-symbolic perceptions. This paper aims to explore sound-symbolic perceptions of products with blended brand names (BBNs), formed with at least one semantic and one nonsemantic component. Unlike most extant literature, this study not only estimates the effect of vowels and consonants individually on product perceptions but also of their combinations. The boundary condition for this effect is examined by classifying products by their categorization and attributes by their abstractness.\u0000\u0000\u0000Design/methodology/approach\u0000Through a within-subject experiment, this paper tested perceptions of products with BBNs having high-/low-frequency sounds. A mixed-design experiment followed with sound frequency, product-level categorization and attributes’ abstractness as predictor variables.\u0000\u0000\u0000Findings\u0000For BBNs, vowel sounds convey brand meaning better than the combinations of vowel and consonant sounds – and these convey brand meaning better than consonant sounds. Differences in consumers’ perceptions of products with BBNs occur when the degree of attributes’ abstractness matches product-level categorization, such as when concrete attributes match subordinate-level categorization.\u0000\u0000\u0000Practical implications\u0000Brand managers/strategists can communicate product positioning (attribute-based) through BBNs created specifically for product categories and product types.\u0000\u0000\u0000Originality/value\u0000This research presents a comparative analysis across vowels, consonants and their combinations on consumers’ perceptions of products with BBNs. Manipulation of names’ length and position of the sound-symbolic imbed in the BBN proffered additional contributions. Another novelty is the interaction effect of product categorization levels and attributes’ abstractness on sound-symbolic perception.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128713766","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":"Social media influencers’ community and content strategy and follower engagement behavior in the presence of competition: an Instagram-based investigation","authors":"W. Tafesse, B. P. Wood","doi":"10.1108/jpbm-02-2022-3851","DOIUrl":"https://doi.org/10.1108/jpbm-02-2022-3851","url":null,"abstract":"\u0000Purpose\u0000Drawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate how social media influencers’ community and content strategy contribute to follower engagement behavior in the presence of competition.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a web-scraped data set of Instagram influencers. It measured community strategy using influencers’ number of followers, number of following and breadth of interest; content strategy using modality type and number of posts; competition using number of influencers operating in the same primary domain of interest; and follower engagement behavior using number of likes and comments. A negative binomial regression model was estimated to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The findings reveal that elements of influencers’ community and content strategies, such as number of followers, modality type and number of posts, influence follower engagement behavior. Similarly, competition significantly influences follower engagement behavior both independently and by interacting with influencers’ community and content strategy.\u0000\u0000\u0000Practical implications\u0000The findings offer insight for brands to identify suitable influencers for partnerships. For instance, brands can judge influencers’ suitability for partnership based on how many followers they have, how many posts they share and how many competitors they have. Further, the findings offer insight for influencers on how they can drive follower engagement behavior by managing their social media community and content.\u0000\u0000\u0000Originality/value\u0000This study develops an integrated model of factors that determine follower engagement behavior for social media influencers. The findings emphasize influencers’ strategy as the primary driver of follower engagement behavior. Extant studies focus on followers’ motivation and perception to explain follower engagement behavior while the role of influencers’ strategy is underplayed.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131972746","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":"Take heed of those you reject: a candidate’s view of employer reputation","authors":"Shuai Chen, Weiwen Wang, Juan Zhou, Shuyue Zhang, Anqi Ge, Juan Feng, Yun Zhou","doi":"10.1108/jpbm-04-2021-3431","DOIUrl":"https://doi.org/10.1108/jpbm-04-2021-3431","url":null,"abstract":"\u0000Purpose\u0000This paper aims to propose a novel candidate view of research on employer reputation. The authors examine how candidates evaluate a company’s employer reputation after failing in the job application process.\u0000\u0000\u0000Design/methodology/approach\u0000The data were mainly collected from Chinese university students. Regression analysis was used to evaluate the proposed hypotheses (n = 246).\u0000\u0000\u0000Findings\u0000The study reveals how candidates vary in their attributions of job-hunting failures and evaluations of employer reputation considering their different personalities (i.e. extraversion) and corporations’ procedural justice in the selection process. The empirical results show that rejected candidates’ trait extraversion and procedural justice in the selection process combine to influence internal attributions and thus affect their evaluations of employer reputation.\u0000\u0000\u0000Originality/value\u0000Understanding how rejected candidates evaluate employer reputation is vital to advancing employer reputation theory. This is one of the few studies to pursue this line of research. The research may also help companies develop more effective strategies to manage the candidates they reject and to maintain their employer reputations.\u0000","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131348914","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}