Journal of Product and Brand Management最新文献

{"title":"Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment","authors":"F. Chieng, Piyush Sharma, Russel P. J. Kingshott, Rajat Roy","doi":"10.1108/jpbm-12-2020-3250","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3250","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).\u0000\u0000\u0000Findings\u0000The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.\u0000\u0000\u0000Research limitations/implications\u0000This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).\u0000\u0000\u0000Originality/value\u0000This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48485960","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":"Influencing and being influenced: effects of individual influence and susceptibility on new product adoption","authors":"Honghong Zhang, Xiushuang Gong","doi":"10.1108/jpbm-07-2020-3008","DOIUrl":"https://doi.org/10.1108/jpbm-07-2020-3008","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the effect of opinion leadership on individuals’ susceptibility to social influence, which eventually affects their adoption behavior and assess how these relationships vary with gender in new product adoption.\u0000\u0000\u0000Design/methodology/approach\u0000Data were collected based on a survey of young consumers regarding the adoption of new consumer electronics. The hypotheses were tested using structural equation modeling and multiple sample analyses.\u0000\u0000\u0000Findings\u0000The study finds that opinion leaders are more sensitive to influence from others when the mechanism of status competition is at work. Although consumers who are more susceptible to normative influence tend to adopt new products later than others, those who are more susceptible to status competition are more likely to adopt earlier. The results also provide evidence for gender differences. Female leaders are more susceptible to status competition, whereas male leaders are less sensitive to informational influence. The effects of susceptibility to normative influence and status competition on adoption behavior are stronger for female than for male consumers.\u0000\u0000\u0000Originality/value\u0000The overall structural model predicts an interesting relationship between individual influence and susceptibility, as well as the effects of these factors on adoption behavior. This study also provides deeper insights into the dynamics of the social influence mechanisms at work for each gender in new product adoption.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49066722","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":"Using brands to reconnect with our shared past: brand nostalgia in romantic relationships","authors":"Anna J. Vredeveld, Selcan Kara","doi":"10.1108/jpbm-01-2021-3335","DOIUrl":"https://doi.org/10.1108/jpbm-01-2021-3335","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic relationship.\u0000\u0000\u0000Design/methodology/approach\u0000This research uses survey data (n = 656) and relies on structural equation modeling to test the hypotheses.\u0000\u0000\u0000Findings\u0000Relationship brand nostalgia has implications for how the relationship partners use the brand together as part of celebrating special occasions, how connected the brand is to their relational identity and how upset they would be if the brand was discontinued. Additionally, interpersonal relationship characteristics (relationship satisfaction and relationship power) influence these outcomes of relationship brand nostalgia.\u0000\u0000\u0000Research limitations/implications\u0000The findings from this research show that it is important to account for real (experienced) brand nostalgia when considering behavioral and emotional implications of nostalgia in consumer–brand relationships. Specifically, brand use as part of early romantic relationship milestones influences the creation of nostalgic brand meanings, which in turn influence shared brand use, relational brand connections and brand separation distress.\u0000\u0000\u0000Practical implications\u0000Brand managers can increase relational brand connections and brand separation distress by encouraging shared brand use as part of romantic relationships milestones.\u0000\u0000\u0000Originality/value\u0000This research addresses gaps in extant research by examining the outcomes of relationship brand nostalgia, which is defined as brand nostalgia anchored in shared brand use that occurred as part of early relationship milestones.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47585050","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":"In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions","authors":"María Lucila Osorio, E. Centeno, Jesús J. Cambra‐Fierro, Ernesto del Castillo","doi":"10.1108/jpbm-04-2021-3437","DOIUrl":"https://doi.org/10.1108/jpbm-04-2021-3437","url":null,"abstract":"\u0000Purpose\u0000Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables.\u0000\u0000\u0000Design/methodology/approach\u0000Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions.\u0000\u0000\u0000Findings\u0000Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension.\u0000\u0000\u0000Originality/value\u0000A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2022-01-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44295527","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":"Consuming in a crisis: pandemic consumption across consumer segments and implications for brands","authors":"Meheli Basu, V. Swaminathan","doi":"10.1108/jpbm-12-2020-3263","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3263","url":null,"abstract":"\u0000Purpose\u0000This paper aims to understand how the Covid-19 pandemic has changed consumers’ perceptions of outdoor consumption categories, such as retail shopping, eating out, public events and travel and how these perceptions may impact businesses in these domains in the long term. Further, this research aims to understand demographic effects on outdoor consumption inhibition during the current pandemic and discuss how businesses can use these insights to rebrand their offerings and evolve after the pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000Data collected by CivicScience, a survey-based consumer intelligence research platform, during April–July 2020 forms the basis of the preliminary analysis, where the chi-square test has been used to examine significant differences in consumer attitudes between different age groups, income groups and genders. Further, a social media analysis of conversations around outdoor consumption activities is undertaken to understand the rationale behind these demographics-based attitude differences.\u0000\u0000\u0000Findings\u0000Results lend varying degrees of support to the hypothesized consumer attitudes toward outdoor consumption activities during the Covid-19 pandemic. As the pandemic wore on, older (vs younger), female (vs male) consumers and lower (vs higher) income-group consumers had reportedly higher inhibition toward different outdoor activities. Older individuals were significantly less likely to shop, dine and attend public events than younger individuals. Lower-income consumers were significantly less likely to dine and travel than higher-income consumer consumers. Female consumers were significantly less likely to shop and travel than male consumers. Social media scan of conversations suggests that differences in perceived health and financial risks may have resulted in demographics-based differences in outdoor consumption activities.\u0000\u0000\u0000Research limitations/implications\u0000This study contributes to the literature by understanding demographic differences in consumer participation in outdoor activities. One limitation is that due to the time-sensitive nature of the pandemic research, further studies could not be conducted to understand the implications of other variables, beyond demographics that influence consumer behavior during a crisis. A future research direction is to understand how other psychological variables or traits, influence health and financial risk-taking behavior during a similar crisis.\u0000\u0000\u0000Originality/value\u0000The principal contribution of the present research is that it tests the risk-taking theory in the context of outdoor consumption during the Covid-19 pandemic. The present research has implications for businesses as they continue to evolve during and post Covid-19.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42616260","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":"Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex","authors":"J. Kumar","doi":"10.1108/jpbm-11-2019-2659","DOIUrl":"https://doi.org/10.1108/jpbm-11-2019-2659","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated.\u0000\u0000\u0000Design/methodology/approach\u0000The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects.\u0000\u0000\u0000Findings\u0000Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement.\u0000\u0000\u0000Research limitations/implications\u0000The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs.\u0000\u0000\u0000Practical implications\u0000The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs.\u0000\u0000\u0000Originality/value\u0000This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44425930","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":"Enhancing brand loyalty through online brand communities: the role of community benefits","authors":"Travis K. Huang, Yi-Ting Wang, Kuan-Yu Lin","doi":"10.1108/jpbm-08-2020-3027","DOIUrl":"https://doi.org/10.1108/jpbm-08-2020-3027","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan.\u0000\u0000\u0000Design/methodology/approach\u0000The proposed model was empirically evaluated using survey data collected from 332 followers of the SBL teams’ Facebook pages on their perceptions of brand communities. Structural equation modeling was used to examine the relationships in the research model.\u0000\u0000\u0000Findings\u0000The results suggest significant relationships between perceived interactivity and community benefits, including special treatment, social influence, sense of membership and the notion that community satisfaction has a strong and positive effect on brand loyalty. Both social influence and a sense of membership positively affect community satisfaction. However, special treatment negatively affects community satisfaction. Perceived interactivity positively affects a sense of membership and social influence, which, in turn, positively affect community satisfaction.\u0000\u0000\u0000Originality/value\u0000This study examines the effects of members’ perceived interactivity and community benefits. The results significantly advance the understanding of the antecedents of members’ loyalty to specific brands. The study offers insights into practical ways of improving community satisfaction and brand loyalty by running brand communities on social networking sites. The findings also augment the theory of brand management.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45371110","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 impact of COVID-19 on online product reviews","authors":"O. Kutlubay, Mesut Çiçek, Serdar Yayla","doi":"10.1108/jpbm-12-2020-3281","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3281","url":null,"abstract":"\u0000Purpose\u0000The ongoing COVID-19 pandemic has led to drastic changes in the lives of customers. Social isolation, financial difficulties, fear of being infected and many other factors have caused the psychological well-being of customers to deteriorate. By taking up the role of online reviews in the regulation of consumers’ moods, this study aims to examine the changes that have occurred in online product ratings, as well as the negative tone and word counts of product reviews during the COVID-19 pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000This study examines the online reviews of 321 products in the pre-COVID, immediate COVID and extended COVID periods. This paper compares the changes that have taken place in product evaluations via various analysis of variance analyses. The authors also test the effect of COVID-related deaths on product evaluations via regression analyses.\u0000\u0000\u0000Findings\u0000The results indicate that online product ratings decreased sharply just after the outbreak of COVID-19. The study also found that the tone of reviews was found to be more negative and the length of reviews appeared to be longer in comparison to the pre-COVID-19 period. The results also revealed that the product type (experience vs search) moderated the effect of the pandemic in online reviews and the impact of COVID-19 on online product reviews diminished in the later stages of the ongoing pandemic.\u0000\u0000\u0000Practical implications\u0000Managers should be aware of the detrimental impact of pandemics on online product reviews and be more responsive to customer problems during the early stages of pandemics.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first study that analyzes the effects of a pandemic on online product ratings and review content. As such, this study offers a timely contribution to the marketing literature.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46683212","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":"Customers’ self-image congruity and brand preference: a moderated mediation model of self-brand connection and self-motivation","authors":"Yaoqi Li, Chun Zhang, Lori B. Shelby, T. Huan","doi":"10.1108/jpbm-07-2020-2998","DOIUrl":"https://doi.org/10.1108/jpbm-07-2020-2998","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown in the conceptual model, actual and ideal self-image congruity toward a brand have direct and indirect positive effects on brand preference through self-brand connection, whereas self-motivation moderates the effect of self-image congruity on self-brand connection.\u0000\u0000\u0000Design/methodology/approach\u0000Data collection was done through mall intercepts in six shopping malls in Guangzhou, Zhuhai and Huizhou in southern China. In total, 461 usable questionnaires were collected with 500 distributed copies. Confirmatory factor analysis using Mplus (v.7) was done to assess the measurement validity for each construct. PROCESS analysis for SPSS (v.19.0.0) was used for hypothesis testing.\u0000\u0000\u0000Findings\u0000Both actual and ideal self-image congruities present significant positive effects on brand preference through self-brand connection. The relationship between self-image congruity and the self-brand connection is also moderated by self-motivation.\u0000\u0000\u0000Originality/value\u0000This study fills an existing literature gap by distinguishing self-image and ideal self-image congruity as distinct constructs. Self-brand connection is posited as a new way to understand the mechanism of the self-image congruity effect on brand preference. Samples from several shopping malls in southern China are used to justify the important moderating role of self-motivation in consumers’ brand preferences.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44503765","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 effect of corporate political advocacy on brand perception: an event study analysis","authors":"J. Klostermann, Chris Hydock, Reinhold Decker","doi":"10.1108/jpbm-03-2021-3404","DOIUrl":"https://doi.org/10.1108/jpbm-03-2021-3404","url":null,"abstract":"\u0000Purpose\u0000In recent years, brands have increasingly engaged in corporate political advocacy (CPA; also termed brand activism or corporate sociopolitical activity) by taking positions on polarizing sociopolitical issues. Recent experimental research suggests that consumers respond to CPA based on its alignment with their own values, and that it typically induces an overall negative response. This study aims to provide additional insights by exploring consumer brand perceptions following CPA.\u0000\u0000\u0000Design/methodology/approach\u0000An event study of 106 CPA events and weekly consumer brand perception data was conducted. A regression model was used to investigate the moderating effects of CPA effort, concurrence and the strength of the online protests evoked by the CPA.\u0000\u0000\u0000Findings\u0000The results show that CPA had a negative effect on consumers’ brand perceptions and that the effect was stronger for customers relative to non-customers. The negative effect was attenuated by CPA concurrence and amplified by effort. Additionally, online protests were driven by the CPA effort and had a strong negative effect on brand perception. Online protests were stronger in the past, and, in turn, the negative effects of CPA on brand perceptions have slightly weakened in recent years.\u0000\u0000\u0000Originality/value\u0000This study contributes to the existing literature by highlighting the role of online protests following CPA and distinguishing consumer and customer responses. This study also provides converging evidence of the moderating effects of effort and concurrence identified in previous studies.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46064484","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}