Journal of Product and Brand Management最新文献_第8页

Transmission of negative brand-relevant content on social media 在社交媒体上传播与品牌相关的负面内容

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-24 DOI: 10.1108/jpbm-12-2020-3258

Ashleigh Powell, C. Stavros, A. Dobele

{"title":"Transmission of negative brand-relevant content on social media","authors":"Ashleigh Powell, C. Stavros, A. Dobele","doi":"10.1108/jpbm-12-2020-3258","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3258","url":null,"abstract":"\u0000Purpose\u0000Understanding how to predict and manage the spread of negative brand-relevant content is of critical concern to marketers. This paper aims to contribute to this understanding by building on existing anti-branding, brand hate and word-of-mouth literature to explore the factors that lead individuals to engage in the transmission of negative brand-relevant information via social media.\u0000\u0000\u0000Design/methodology/approach\u0000A two-phase exploratory design was used. The first stage involved an analysis of negative transmission via comments left on news and brand posts. The second phase of the research involved a series of 13 depth interviews with frequent social media users about their negative brand-relevant transmission behavior to add richness and depth to the findings from the passive observation in the first phase of the research.\u0000\u0000\u0000Findings\u0000The first phase of the research demonstrated that negative transmission can be both brand-related (e.g. driven by-product or service failure or corporate irresponsibility) and consumer-related (e.g. driven by self or social motives). The second phase of the research clarified that negative transmission often occurs in the absence of brand hate, particularly when it can be used as a covert method of self-enhancement for the transmitter via downward social comparisons.\u0000\u0000\u0000Originality/value\u0000Negative transmission as a form of anti-branding that is more strongly self-related (as opposed to brand) is established, progressing understanding and applications of contemporary media channels. Implications, including how brand-generated controversy and consumer reinforcement can be used to manage negative transmission, are offered.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-08-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46358297","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}

引用次数: 9

The anatomy of a rivalry: the role of resentment in the development of brand attitudes 竞争剖析：怨恨在品牌态度发展中的作用

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-23 DOI: 10.1108/jpbm-09-2019-2573

Diego Alvarado-Karste, Blair Kidwell

{"title":"The anatomy of a rivalry: the role of resentment in the development of brand attitudes","authors":"Diego Alvarado-Karste, Blair Kidwell","doi":"10.1108/jpbm-09-2019-2573","DOIUrl":"https://doi.org/10.1108/jpbm-09-2019-2573","url":null,"abstract":"\u0000Purpose\u0000This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers evaluate the two brands that participate in a rivalry relationship.\u0000\u0000\u0000Design/methodology/approach\u0000The research uses four experiments. Study 1 uses two conditions to test whether injustice predicts inter-personal rivalries through resentment. Study 2 uses a one-factor design with three levels (resentment vs contempt vs control) to examine the underlying mechanism of resentment on the formation of a rivalry. Study 3 analyzes the effect of brand rivalries on consumers’ brand attitudes. Study 4 uses a 2 (Temporal-focus: past vs future) × 2 (competitive relationship: resentment vs control) between-subjects experimental design, to test the moderating effects of temporal-focus on consumer brand rivalry perceptions. This experiment replicates the effects of brand rivalries on consumer brand attitudes.\u0000\u0000\u0000Findings\u0000Rivalries have an essential emotional component – resentment – that is fueled by injustice and leads consumers to form more favorable attitudes toward the brand that consumers perceive is treated unfairly (target brand) and more unfavorable attitudes toward the brand that is perceived to treat the other brand unfairly (the rival brand). A future-focused mindset attenuates consumer perceptions of brand rivalries, whereas a past-focused mindset enhances these effects.\u0000\u0000\u0000Originality/value\u0000Prior research has failed to identify the emotional components of rivalries and their effects on consumer choices. To the best of the authors’ knowledge, this is the first study that reveals how attitudes change when consumers are exposed to a brand rivalry.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43149484","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}

引用次数: 3

An expansion of the brand and message framing effects on smart health-care clothing 智能保健服装的品牌扩展和信息框架效应

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-17 DOI: 10.1108/jpbm-11-2020-3199

Hongjoo Woo, Sanghee Kim

{"title":"An expansion of the brand and message framing effects on smart health-care clothing","authors":"Hongjoo Woo, Sanghee Kim","doi":"10.1108/jpbm-11-2020-3199","DOIUrl":"https://doi.org/10.1108/jpbm-11-2020-3199","url":null,"abstract":"\u0000PurposeThe purpose of this study is to examine the effects of brand and message framing on consumers’ evaluations and purchase intentions of smart health-care clothing. The study also examines the mediating effect of consumers’ evaluations on the effects of the brand and message framing on purchase intentions.\u0000\u0000\u0000Design/methodology/approachThrough an experimental approach, a total of 240 US consumers’ evaluation of smart health-care clothing is compared according to the existence of a well-known brand (vs. none) and message framing (technology-focused vs. fashion-focused).\u0000\u0000\u0000FindingsThe results show that consumer evaluation of smart health-care clothing is higher when the product is from a well-known brand, where consumers’ fashion consciousness and health consciousness positively influence such an evaluation as covariates. Message framing, however, did not have an influence that revealed any significant difference between technology-focused and fashion-focused messages. The consumer’s evaluation of smart health-care clothing eventually increased their purchase intentions and mediated the effects of brand on purchase intentions.\u0000\u0000\u0000Originality/valueSmart health-care clothing refers to clothing that measures, records and manages the user’s activity and health status through conductive fibers or sensors that are woven in the clothes. Despite its benefits, smart health-care clothing is still not widely adopted among consumers, except for a few successful examples. Closing this gap, the results of this study provide implications regarding whether and how brand and message framing maximize consumers’ evaluations toward smart health-care clothing, which the developers and marketers of such products can use to increase the product’s market penetration.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43910346","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}

引用次数: 4

City brand love: modelling and resident heterogeneity analysis 城市品牌喜爱:建模与居民异质性分析

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-09 DOI: 10.1108/jpbm-05-2020-2899

Saalem Sadeque, M. Swapan, S. Roy, M. Ashikuzzaman

{"title":"City brand love: modelling and resident heterogeneity analysis","authors":"Saalem Sadeque, M. Swapan, S. Roy, M. Ashikuzzaman","doi":"10.1108/jpbm-05-2020-2899","DOIUrl":"https://doi.org/10.1108/jpbm-05-2020-2899","url":null,"abstract":"Purpose This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments that exhibit distinct behaviour in relation to city brand formation. Design/methodology/approach The study is based on primary responses collected from 595 residents from Khulna city in Bangladesh. The research model is tested using partial least square (PLS) structural equation modelling. The resident segments were identified using PLS prediction-oriented segmentation method. Findings Results show that city dependence (i.e. dependence on urban facilities and services provided by the city) and city social bonding (i.e. social interactions amongst residents in the city) lead to city brand love through city satisfaction and city identification. In addition, the study finds that city social bonding and city satisfaction are important for the relationship-reliant residents, whereas city dependence and city identification are important for the resource-reliant residents. Research limitations/implications Future research can investigate the relationship between the length of residence and native vs non-native residents’ influence on city brand love formation. Practical implications The city brand managers and planners should adopt a resident-inclusive approach that considers the different needs of the residents to engender city brand love. Originality/value The study contributes to city branding literature by empirically investigating the under-researched topic of city brand love by identifying the key constructs and their role in determining city brand love. Further, it shows that the route to city brand love formation is different based on residents’ needs.","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47899582","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}

引用次数: 5

Constructing generational identity through counterfeit luxury consumption 通过假冒奢侈品消费构建代际认同

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-09 DOI: 10.1108/jpbm-09-2020-3071

Sameeullah Khan, A. Fazili, I. Bashir

{"title":"Constructing generational identity through counterfeit luxury consumption","authors":"Sameeullah Khan, A. Fazili, I. Bashir","doi":"10.1108/jpbm-09-2020-3071","DOIUrl":"https://doi.org/10.1108/jpbm-09-2020-3071","url":null,"abstract":"\u0000Purpose\u0000This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.\u0000\u0000\u0000Design/methodology/approach\u0000The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses multi-item measures from the extant literature and uses the structural equation modeling technique to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The findings reveal when millennials have a self-defining relationship with their generation, they tend to internalize the generational norm pertaining to counterfeit luxury consumption. Millennials’ counterfeit related values: market mavenism, postmodernism, schadenfreude and public self-consciousness contribute to their generational identity. Moreover, market mavenism, cool consumption and public self-consciousness establish counterfeit luxury consumption as a generational norm.\u0000\u0000\u0000Practical implications\u0000The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset the rebellious image of counterfeits. Further, from a standardization versus adaption standpoint, the generational perspective allows for the standardization of anti-counterfeiting campaigns.\u0000\u0000\u0000Originality/value\u0000The paper makes a novel contribution to the counterfeiting literature by demonstrating that millennials pursue counterfeit luxury brands when they pledge cognitive allegiance to their generation. The paper, thus, extends the identity perspective of counterfeit luxury consumption to group contexts. The authors also test and validate the role of descriptive norms in group contexts by introducing the construct generational norm to counterfeiting literature.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43611947","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}

引用次数: 9

Guest editorial 客人编辑

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-08-03 DOI: 10.1108/jpbm-08-2021-013

Holger L. Schmidt, Nicholas J. Ind, Oriol Iglesias

引用次数: 4

Congruency or incongruency: a theoretical framework and opportunities for future research avenues 一致或不一致：一个理论框架和未来研究途径的机会

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-07-31 DOI: 10.1108/jpbm-03-2020-2795

Andreas Eklund, Miralem Helmefalk

{"title":"Congruency or incongruency: a theoretical framework and opportunities for future research avenues","authors":"Andreas Eklund, Miralem Helmefalk","doi":"10.1108/jpbm-03-2020-2795","DOIUrl":"https://doi.org/10.1108/jpbm-03-2020-2795","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.\u0000\u0000\u0000Design/methodology/approach\u0000A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.\u0000\u0000\u0000Findings\u0000Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.\u0000\u0000\u0000Research limitations/implications\u0000A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.\u0000\u0000\u0000Practical implications\u0000The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.\u0000\u0000\u0000Originality/value\u0000The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44531306","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}

引用次数: 12

Bilingual brand communities? Strategies for targeting Hispanics on social media 双语品牌社区?在社交媒体上瞄准拉美裔的策略

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-07-27 DOI: 10.1108/jpbm-10-2019-2625

Dino A. Villegas, Alejandra Marin Marin

{"title":"Bilingual brand communities? Strategies for targeting Hispanics on social media","authors":"Dino A. Villegas, Alejandra Marin Marin","doi":"10.1108/jpbm-10-2019-2625","DOIUrl":"https://doi.org/10.1108/jpbm-10-2019-2625","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore different strategies used by brands to target the Hispanic market via social media from the lens of the Spanish language in a multicultural country like the USA.\u0000\u0000\u0000Design/methodology/approach\u0000This study uses a netnographic approach by drawing information from a study of the Facebook pages of 11 brands belonging to different industries.\u0000\u0000\u0000Findings\u0000Companies engage in four levels of cultural identity adaptation using different strategies based on ethnicity: language adaptation, identity elements, identity matching and Latino persona. The study also shows that merely translating Facebook pages do not generate high levels of communitarian interaction.\u0000\u0000\u0000Practical implications\u0000This study examines different strategies used by brands in the USA to target the Hispanic audience on social media to provide insights for brand managers to develop online engagement.\u0000\u0000\u0000Originality/value\u0000With the increase in cultural diversity in different countries and the rise of social media platforms, brand researchers need to better understand how cultural identity permeates marketing strategies in online spaces. Social media platforms such as Facebook offer flexible environments where strategies beyond product- and brand-related aspects can be used. This study extends the literature by showing the heterogeneity of cultural identity-based strategies used by companies to ensure customer engagement and brand loyalty and the impact of such strategies on users.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-07-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43634869","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}

引用次数: 2

Title redacted: the impact of negative online review censorship 标题编辑：负面网络评论审查的影响

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-07-01 DOI: 10.1108/JPBM-04-2020-2877

Jennifer L. Stevens, C. Jones, Michael Breazeale

{"title":"Title redacted: the impact of negative online review censorship","authors":"Jennifer L. Stevens, C. Jones, Michael Breazeale","doi":"10.1108/JPBM-04-2020-2877","DOIUrl":"https://doi.org/10.1108/JPBM-04-2020-2877","url":null,"abstract":"\u0000Purpose\u0000Consumers are increasingly using review sites to exchange product information, whereas companies attempt to maintain control of brand-related communications. One method marketers may take to retain control is to remove negative opinions about the brand. This paper aims to examine the impact on consumer’s brand perceptions when negative reviews are censored.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted to assess whether censorship of a negative online review, in the form of removal by the company, weakens brand relationship quality (BRQ) dimensions.\u0000\u0000\u0000Findings\u0000The results show that censoring negative online reviews has a damaging effect on BRQ. Additionally, the findings indicate that a brand may not be able to increase BRQ when a negative review has been posted, however strategic measures can be taken to diminish the potentially harmful impact.\u0000\u0000\u0000Originality/value\u0000As many brands still do not adequately understand how to handle negative online reviews, this research offers valuable implications in furthering the examination of negative electronic word-of-mouth and ways to diminish its harmful effects. Additionally, while substantial research focuses on the positive consequences of brand relationships, this research answers calls to examine the negative impacts to BRQ.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48410831","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}

引用次数: 3

The role of brand personality in the formation of consumer affect and self-brand connection 品牌个性在消费者情感形成和自我品牌联系中的作用

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-07-01 DOI: 10.1108/JPBM-08-2020-3039

Justin F. McManus, S. Carvalho, Valerie J. Trifts

{"title":"The role of brand personality in the formation of consumer affect and self-brand connection","authors":"Justin F. McManus, S. Carvalho, Valerie J. Trifts","doi":"10.1108/JPBM-08-2020-3039","DOIUrl":"https://doi.org/10.1108/JPBM-08-2020-3039","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers.\u0000\u0000\u0000Design/methodology/approach\u0000The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros.\u0000\u0000\u0000Findings\u0000Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2).\u0000\u0000\u0000Originality/value\u0000These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44270300","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}

引用次数: 10