Journal of Product and Brand Management最新文献

{"title":"Power versus morality: uncovering the underlying mechanisms of consumer response to perceived visual sustainability in package design","authors":"Kristina Nickel, Rebekka A. Böhm","doi":"10.1108/jpbm-08-2023-4639","DOIUrl":"https://doi.org/10.1108/jpbm-08-2023-4639","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Visual sustainability has gained significant relevance for both firms and consumers. While the importance of perceived sustainability in package design is well researched, there is a research gap regarding divergent responses of consumers to perceived visual sustainability. This research aims to close this gap by providing deeper insights into the underlying mechanisms of perceived visual sustainability in package design. As a boundary condition, this work also investigates gender differences in response to a design’s visual sustainability.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>To explore the mediating influences of cognitive (i.e. a product’s gentleness and power) versus emotional (i.e. moral satisfaction) attributes as well as the role of consumer gender in the perceived visual sustainability–purchase intention relationship, the authors extend previous research through three experiments.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Study 1 provides initial evidence supporting the main effect of perceived visual sustainability on purchase intention. Findings of Study 2 show that moral satisfaction serves as a significant driver of purchase intention for females, while power-related attributes are more influential for males. Study 3 provides additional evidence for the main effect, the interaction effect with consumer gender and underlying mechanisms.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>These findings have important implications for marketers and designers aiming to design packages that appeal to different consumer groups based on their (gender-specific) values regarding visual sustainability.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This work extends the literature on green behavior by highlighting the importance of perceived visual sustainability as a factor that influences purchase intention and the role of cognitive versus affective mechanisms in shaping consumer responses to design sustainability.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"45 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141779802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Stormy sales: the influence of weather expectations on FMCG consumption","authors":"Cony M. Ho, Kuan-Chou Ko, Steven Liu, Chun-Chieh Wu","doi":"10.1108/jpbm-07-2023-4611","DOIUrl":"https://doi.org/10.1108/jpbm-07-2023-4611","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;This study aims to understand the impact of extreme weather events on fast-moving consumer goods (FMCG) consumption and to examine the role of anticipated product scarcity and FMCG types on such behavior.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;This paper conducted five studies, combining archival data analysis with behavioral experiments. The archival data included sales data from a supermarket chain and weather data from the National Weather Service. The experiments were designed to test the effect of extreme weather cues on consumption, the psychological mechanism behind this effect and moderators.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;This research found that consumers’ anticipation of extreme weather events significantly increases their consumption of FMCGs. This research further discovered that these behaviors are driven by anticipated product scarcity and moderated by consumers’ altruisms and FMCG types.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;Limitations of the research include the reliance on reported sales data and self-reported measures, which could introduce biases. The authors also primarily focused on extreme weather events, leaving other types of disasters unexplored. Furthermore, cultural differences in disaster response might influence results, yet the studies do not fully address these nuances. Despite these limitations, the findings provide critical insights for FMCG retailers and policymakers, suggesting strategies for managing demand surges during disasters. Moreover, understanding consumer behavior under impending disasters could inform intervention strategies, potentially mitigating panic buying and helping ensure equitable resource distribution. Last, these findings encourage further exploration of environmental influences on consumer behavior.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;The findings have practical implications for products, brand managers and retailers in managing stock levels and product distribution during disasters. Furthermore, understanding the psychological mechanisms of these behaviors could inform policymakers’ designs of public interventions for equitable resource allocation during extreme weather events.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Social implications&lt;/h3&gt;\u0000&lt;p&gt;The research provides significant social implications by highlighting how extreme weather events impact FMCG consumption. This understanding can guide public policymakers in creating efficient disaster management plans. Specifically, anticipating surges in FMCG purchases can inform policies for maintaining price stability and preventing resource shortages, mitigating societal stress during crises. Moreover, these findings encourage public education around responsible purchasing during disasters, potentially reducing panic buying. By collaborating with FMCG manufacturers and retailers, governments can ensure a steady suppl","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"1 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141744299","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Are there generalizable patterns in line extension performance?","authors":"Kirsten Victory, Arry Tanusondjaja, John Dawes, Magda Nenycz-Thiel, Jenni Romaniuk","doi":"10.1108/jpbm-08-2023-4678","DOIUrl":"https://doi.org/10.1108/jpbm-08-2023-4678","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>New product introductions, particularly line extensions (LEs), are common in consumer goods categories. Despite their commonality, the success of LEs are not guaranteed. The purpose of this study is to provide brands that introduce LEs a benchmark about what success to expect.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study investigates the success of 36,994 LEs in each quarter for the first three years after introduction. Four indicators are calculated using consumer panel data to benchmark how long LEs survive (failure rate), how competitive they are in the category (market share) and how they are adopted by category buyers (penetration and repeat buyer rate).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Most LEs survive after the first year, but many cease to exist or perform well in the long term. Around 50% of LEs fail a year after launch, but this failure rate halves once seasonal LEs are removed. Failure rates start to approach 80% after three years. Most LEs do not perform better than existing products. Around three in four LEs have a market share or penetration near or below the category norm. Although this percentage decreases the longer after launch, most LEs are still below the category norm.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>These new product success benchmarks provide guidelines to practitioners about what success the “typical” LE will achieve. This research can help guide new product investment decisions because it provides context on what is feasible to achieve.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Four market success measures are used, a departure from past benchmarking research which uses practitioner evaluation on metrics seldom used in practice. The authors provide guidelines about when and how to measure LE and new product success more broadly.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"492 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141608330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How do dual sustainable-labeling strategies enhance products’ perceived value?","authors":"Gauthier Casteran, Thomas Ruspil","doi":"10.1108/jpbm-05-2023-4543","DOIUrl":"https://doi.org/10.1108/jpbm-05-2023-4543","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue products and level of consumers’ consideration of future consequences.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Two online experiments are conducted with private label brands: one with organic and Fairtrade labels and one with organic and local labels. For each experiment, a conditional process analysis was used with the labeling strategy (i.e. no label vs organic label vs Fairtrade/local label vs organic label + Fairtrade/local label) as the independent variable, the product types (i.e. vice vs virtue) and level of consideration of future consequences as moderators, the dimensions of perceived value (quality, emotional, social and price) as the dependent variables.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Dual sustainable-labeling strategies lead to higher positive perceived value levels on all dimensions compared to no-labeling strategy. They however do not necessarily lead to higher levels compared to mono-labeling strategies such as organic labeling strategy (except for social dimension). Additionally, the positive effect of dual sustainable-labeling is lower for virtue products compared to vice products and is stronger for consumers with high level of consideration of future consequences for vice products for the social-value dimension.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Prior research has focused on the effect of multi-labeling strategies on willingness to pay with mixed results. This study brings insights to literature by testing the impact of dual sustainable-labeling strategies on the dimensions of perceived value as well as the moderating effects of the product types and consideration of future consequences.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"53 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141575991","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"(Relative) size matters: a content analysis of front-of-packaging cue proportions and hierarchies","authors":"Madison Renee Pasquale, Luke Butcher, Min Teah","doi":"10.1108/jpbm-02-2024-4980","DOIUrl":"https://doi.org/10.1108/jpbm-02-2024-4980","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Front-of-packaging (FOP) is a critical branding tool that uses “cues” to communicate product attributes and establish distinct brand images. This paper aims to understand how food brands utilize cues and their relative proportions to hierarchically communicate brand image and belonging to particular subcategories.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A content analysis is used for analysing 543 food FOPs sold in Australia (breakfast cereals, chips, snack bars). Samples are collected and classified into product sub-categories defined by ingredients, consumer-audience and retail placement. A novel 10 × 10 coding grid is applied to each FOP to objectively analyse cue proportion, with statistical comparison undertaken between sub-categories.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results reveal intrinsic cues are favoured over extrinsic cues, except for those in the eatertainment sub-category. Hierarchies are evidenced that treat product and branding cues as primary, with health cues secondary. Statistically significant differences in cue proportions are consistently evident across breakfast cereals, chips and snack-bar FOPs. Clear differentiation is evidenced through cue proportions on FOP for health/nutrition focused sub-categories and eatertainment foods.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>“Cue utilization theory” research is extended to an evaluation of brand encoding (not consumer decoding). Design conventions reveal how cue proportions establish a dialogue of communicating brand/product image hierarchically, the trade-offs that occur, a “meso-level” to Gestalt theory, and achieving categorization through FOP cue proportions. Deeper understanding of packaging design techniques provides inter-disciplinary insights that extend consumer behaviour, retailing and design scholarship.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"15 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141551908","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Congruence effects in social media influencer marketing: the moderating role of wishful identification in online impulse buying intentions","authors":"Kian Yeik Koay, Weng Marc Lim","doi":"10.1108/jpbm-09-2023-4709","DOIUrl":"https://doi.org/10.1108/jpbm-09-2023-4709","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Grounded in self-congruency theory, this study aims to investigate the impact of different types of congruence in social media influencer marketing on consumers’ online impulse buying intentions under the moderating influence of wishful identification.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study collects survey responses from an online sample of 232 social media users and analyses them using partial least squares structural equation modelling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study delineates two distinct pathways influencing online impulse buying intentions within influencer marketing: direct consumer–product congruence and the conditional role of consumer–influencer congruence. Particularly, the alignment between a consumer’s self-image and the product’s attributes independently drives online impulse buying intentions. Conversely, consumer–influencer congruence, despite high alignment, fails to spur online impulse buying intentions unless amplified by wishful identification – the consumer’s aspirational desire to emulate the influencer. This finding underscores the complexity of impulsive consumer behaviours in the digital marketplace, highlighting the pivotal role of product appeal and the conditional influence of influencer relationships on spontaneous purchasing decisions.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study pioneers by elucidating the congruence interplay between consumers, influencers and products in online impulse buying, emphasising wishful identification as a critical moderating factor. Theoretically, it expands self-congruency theory by detailing the distinct roles of congruence types on impulsive behaviours, notably underlining the essential role of wishful identification for the effect of consumer–influencer congruence. Practically, the insights equip brands with a deeper understanding of the key drivers behind impulsive purchases in an influencer-centric digital marketplace, offering strategic guidance for optimising influencer collaborations and product presentations to enhance consumer engagement and sales.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"19 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141551909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Once upon a game: boosting brand storytelling through gamification","authors":"Elias Vega, Carmen Camarero","doi":"10.1108/jpbm-10-2023-4796","DOIUrl":"https://doi.org/10.1108/jpbm-10-2023-4796","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Four experiments were conducted to sequentially test the proposed hypotheses. Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users as well as their entertainment. Users thus respond more positively to the brand in terms of attitude and WOM. The study also reveals that high levels of interactivity in the game may actually decrease narrative transportation in the story, although this is offset by the perception of greater entertainment.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research contributes to current understanding of brand storytelling and its impact on branding. It highlights the importance of offering users a gamified experience that can provide them with information about the brand whilst also offering them entertainment. The results also hold implications for gamification literature by emphasizing the need to ensure a balance between game and story vis-à-vis enhancing the impact of gamified storytelling on brand response.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"193 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508713","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The influence of unfamiliar ingredients on the greenness evaluation of environmentally friendly products","authors":"Qingyi Li, Hong Zhu, Yayu Zhou, Zhijun Li, Chunqu Xiao","doi":"10.1108/jpbm-09-2023-4741","DOIUrl":"https://doi.org/10.1108/jpbm-09-2023-4741","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to assist brand and product managers in selecting appropriate ingredient names for environmentally friendly products. It investigates the effects of unfamiliar ingredients on consumers’ evaluations of environmental friendliness and their purchase intentions, based on the cue consistency theory.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Five experimental studies (<em>n</em> = 968) were conducted to achieve the research objectives. Study 1 found that consumers tended to avoid choosing unfamiliar ingredients. Study 2 examined the impact of ingredient familiarity on consumers’ perceived greenness. Study 3 investigated the mediating role of perceived naturalness. Studies 4 and 5, respectively, explored the moderating effects of emphasizing the importance of technology in environmental conservation and product category.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings indicate that when environmentally friendly products are labeled with unfamiliar ingredients (vs. familiar), consumers’ perceived greenness and purchase intentions decrease. This effect is mediated by perceived naturalness. Moreover, the negative impact of unfamiliar ingredients is mitigated by emphasizing the importance of technology and the high-tech product category.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper reveals the unique role of unfamiliar ingredients in shaping consumer attitudes toward environmentally friendly products. Based on cue consistency theory, it uncovers how unfamiliar ingredients influence the perceived greenness of environmentally friendly products through perceived naturalness. Furthermore, the paper demonstrates the impact of emphasizing the importance of technology (emphasis vs. control) and product category (high-tech vs. low-tech) on consumer attitudes and behaviors toward environmentally friendly products.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"41 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141508714","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How does corporate hypocrisy undermine corporate reputation? The roles of corporate trust, affective commitment and CSR perception","authors":"Luri Lee, Won-Moo Hur","doi":"10.1108/jpbm-07-2023-4605","DOIUrl":"https://doi.org/10.1108/jpbm-07-2023-4605","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Corporate hypocrisy occurs when a discrepancy exists between corporate talk and actions. As companies assume more extensive economic, societal and global roles, they are more likely to encounter situations in which their words and actions are inconsistent. Therefore, a company’s ability to cope with such situations is becoming increasingly important. This study aims to examine the negative effects of corporate hypocrisy on corporate reputation. First, it reveals the underlying mechanisms by presenting corporate trust and affective commitment as parallel mediators. Additionally, it explores how corporate social responsibility (CSR) perceptions mitigate the indirect effects of corporate hypocrisy.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were collected through an online survey conducted at two time points in the context of Korean retail banking companies. A total of 313 respondents participated in a two-wave online survey using a multistage sampling technique to ensure a representative population sample. This study used the Mplus-based Hayes’ PROCESS Macro to test the research hypotheses.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that corporate hypocrisy negatively affects corporate reputation by impeding customers’ corporate trust and affective commitment. These negative indirect effects are mitigated when customers’ perceptions of CSR are high.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>By establishing a parallel moderated mediation model that captures the impact of corporate hypocrisy. To the best of the authors’ knowledge, this study presents important academic and managerial implications that have not been provided in the literature.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"35 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-06-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141254510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an S-O-R framework perspective","authors":"Ziyou Jiang, Jewon Lyu","doi":"10.1108/jpbm-09-2023-4706","DOIUrl":"https://doi.org/10.1108/jpbm-09-2023-4706","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Augmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes or what motivates them to use luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e. interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers’ behavioral intention to share about the app and use it for future purchases.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Participants were recruited using a quantitative online survey (<em>n</em> = 214) and asked to use the Gucci mobile AR app before completing the survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyze the data. All measures were adapted from existing literature.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings indicate that AR app attributes lead to positive consumer experience, in turn, creating behavioral intention, while CBBE partially leads to positive consumer perceptions. Post hoc analysis confirms that consumers’ perceived values mediate the relationship between AR app attributes and consumers’ attitudes toward a luxury brand AR app.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Theoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail by demonstrating the intricate mechanism of how AR app attributes and CBBE promote consumers’ behavioral intentions toward luxury brand AR apps. Practitioners may create more interactive and immersive virtual product demonstrations and focus on establishing the overall brand image.</p><!--/ Abstract__block -->","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":"7 1","pages":""},"PeriodicalIF":5.6,"publicationDate":"2024-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141259910","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}