European Journal of Marketing最新文献

{"title":"A consumer perspective of AI certification – the current certification landscape, consumer approval and directions for future research","authors":"Myrthe Blösser, Andrea Weihrauch","doi":"10.1108/ejm-01-2023-0009","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0009","url":null,"abstract":"Purpose In spite of the merits of artificial intelligence (AI) in marketing and social media, harm to consumers has prompted calls for AI auditing/certification. Understanding consumers’ approval of AI certification entities is vital for its effectiveness and companies’ choice of certification. This study aims to generate important insights into the consumer perspective of AI certifications and stimulate future research. Design/methodology/approach A literature and status-quo-driven search of the AI certification landscape identifies entities and related concepts. This study empirically explores consumer approval of the most discussed entities in four AI decision domains using an online experiment and outline a research agenda for AI certification in marketing/social media. Findings Trust in AI certification is complex. The empirical findings show that consumers seem to approve more of non-profit entities than for-profit entities, with the government approving the most. Research limitations/implications The introduction of AI certification to marketing/social media contributes to work on consumer trust and AI acceptance and structures AI certification research from outside marketing to facilitate future research on AI certification for marketing/social media scholars. Practical implications For businesses, the authors provide a first insight into consumer preferences for AI-certifying entities, guiding the choice of which entity to use. For policymakers, this work guides their ongoing discussion on “who should certify AI” from a consumer perspective. Originality/value To the best of the authors’ knowledge, this work is the first to introduce the topic of AI certification to the marketing/social media literature, provide a novel guideline to scholars and offer the first set of empirical studies examining consumer approval of AI certifications.","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476947","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Forms of falsified online reviews: the good, the bad, and the downright ugly","authors":"Dogá Istanbulluoglu, Lloyd C. Harris","doi":"10.1108/ejm-12-2022-0904","DOIUrl":"https://doi.org/10.1108/ejm-12-2022-0904","url":null,"abstract":"\u0000Purpose\u0000Falsified online reviews (FORs) are the published/viewable consumer-generated online content regarding a firm (or its representatives) or its services and goods that is, to some degree, untruthful or falsified. The purpose of this study is first to explore the nature of FORs, focusing on reviewers' interpretations and refections on falsity, intent, anonymity and the target of their FOR. Secondly, the authors examine the valence and veracity dimensions of FORs and introduce a typology to differentiate their variations.\u0000\u0000\u0000Design/methodology/approach\u0000using an exploratory research design, 48 interviews were conducted with participants who post online reviews on social media about their experiences with food and beverage serving outlets.\u0000\u0000\u0000Findings\u0000The results show four common forms of FORs on social media. These are reviews focused on equity equalizing, friendly flattery, opinionated opportunism and malicious profiteering.\u0000\u0000\u0000Research limitations/implications\u0000The authors provide exploratory and in-depth information via interviews, but do not analyse the content of FORs.\u0000\u0000\u0000Practical implications\u0000Firms should be aware of varieties of FORs and that these may not be limited to malicious content. This is important in terms of showing that in dealing with FORs, a one-size-fits-all approach will not work. FORs are not always entirely fabricated, and instead various levels of falseness are observed, ranging from slight alterations to complete fabrications.\u0000\u0000\u0000Originality/value\u0000Previous research explored how to identify and differentiate FORs from truthful ones, focusing on the reviews or how they are perceived by readers. However, comparatively little is known of the reviewers of FORs. Hence, this study focuses on reviewers and offers new insights into the nature of FORs by identifying and examining the main forms of FORs on social media.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44494354","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"More than just a chat: a taxonomy of consumers’ relationships with conversational AI agents and their well-being implications","authors":"Amani Alabed, Ana Javornik, Diana Gregory-Smith, Rebecca Casey","doi":"10.1108/ejm-01-2023-0037","DOIUrl":"https://doi.org/10.1108/ejm-01-2023-0037","url":null,"abstract":"\u0000Purpose\u0000This paper aims to study the role of self-concept in consumer relationships with anthropomorphised conversational artificially intelligent (AI) agents. First, the authors investigate how the self-congruence between consumer self-concept and AI and the integration of the conversational AI agent into consumer self-concept might influence such relationships. Second, the authors examine whether these links with self-concept have implications for mental well-being.\u0000\u0000\u0000Design/methodology/approach\u0000This study conducted in-depth interviews with 20 consumers who regularly use popular conversational AI agents for functional or emotional tasks. Based on a thematic analysis and an ideal-type analysis, this study derived a taxonomy of consumer–AI relationships, with self-congruence and self–AI integration as the two axes.\u0000\u0000\u0000Findings\u0000The findings unveil four different relationships that consumers forge with their conversational AI agents, which differ in self-congruence and self–AI integration. Both dimensions are prominent in replacement and committed relationships, where consumers rely on conversational AI agents for companionship and emotional tasks such as personal growth or as a means for overcoming past traumas. These two relationships carry well-being risks in terms of changing expectations that consumers seek to fulfil in human-to-human relationships. Conversely, in the functional relationship, the conversational AI agents are viewed as an important part of one’s professional performance; however, consumers maintain a low sense of self-congruence and distinguish themselves from the agent, also because of the fear of losing their sense of uniqueness and autonomy. Consumers in aspiring relationships rely on their agents for companionship to remedy social exclusion and loneliness, but feel this is prevented because of the agents’ technical limitations.\u0000\u0000\u0000Research limitations/implications\u0000Although this study provides insights into the dynamics of consumer relationships with conversational AI agents, it comes with limitations. The sample of this study included users of conversational AI agents such as Siri, Google Assistant and Replika. However, future studies should also investigate other agents, such as ChatGPT. Moreover, the self-related processes studied here could be compared across public and private contexts. There is also a need to examine such complex relationships with longitudinal studies. Moreover, future research should explore how consumers’ self-concept could be negatively affected if the support provided by AI is withdrawn. Finally, this study reveals that in some cases, consumers are changing their expectations related to human-to-human relationships based on their interactions with conversational AI agents.\u0000\u0000\u0000Practical implications\u0000This study enables practitioners to identify specific anthropomorphic cues that can support the development of different types of consumer–AI relationships and to consider their consequences across a rang","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45450852","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Stigma in payday borrowing: a service ecosystems approach","authors":"Chrysostomos Apostolidis, Jane Brown, J. Farquhar","doi":"10.1108/ejm-04-2022-0268","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0268","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore stigma in payday borrowing by investigating how the stigma associated with using such a service may spill over and affect other people, entities and relationships beyond the user within a service ecosystem.\u0000\u0000\u0000Design/methodology/approach\u0000In-depth interviews exploring consumers’ lived experiences and stigma were combined with publicly available reports from key stakeholders within the payday loan (PDL) industry to create a qualitative, text-based data set. The transcripts and reports were then analysed following thematic protocols.\u0000\u0000\u0000Findings\u0000Analysis reveals that the stigma associated with using a stigmatised service spills over, affecting not only the borrower but other actors within the service ecosystem. The analysis uncovers three important interactions that spilled over between the actors within the stigmatised service ecosystem (SSE), which can be damaging, enabling or concealed.\u0000\u0000\u0000Research limitations/implications\u0000This study introduces and explores the concept of “SSEs” and investigates the impact of stigma beyond the dyadic relationships between service providers and users to consider the actors within the wider ecosystem. The findings reframe existing understandings about stigma, as this study finds that stigmatised services can play both a positive (enabling) and a negative (damaging) role within an ecosystem, and this study uncovers the role of stigma concealments and how they can affect relationships and value co-creation among different actors.\u0000\u0000\u0000Practical implications\u0000This study provides evidence for more robust policies for addressing stigma in different SSEs by mapping the effects of stigma spillover and its effects on the borrower and other actors.\u0000\u0000\u0000Originality/value\u0000This study contributes to reframing marketing priorities by extending existing work on consumer stigma by showing how the stigma of a PDL may spill over and affect other actors within a service ecosystem. Significantly, the interactions between the actors may have positive as well as negative outcomes.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48052007","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"What’s on the menu?: How celebrity chef brands create happiness","authors":"P. Rodrigues, A. Brochado, Ana Sousa, A. Borges, Isabel Barbosa","doi":"10.1108/ejm-12-2021-0988","DOIUrl":"https://doi.org/10.1108/ejm-12-2021-0988","url":null,"abstract":"\u0000Purpose\u0000This study aims, first, to understand consumers’ perception of chefs as human brands (i.e. study one). Second, tests were run to assess the validity of a new conceptual model of the relationships between the factors of chef image, luxury restaurant image, both images’ congruity and consumers’ hedonic and novelty experiences and happiness and well-being (i.e. study two).\u0000\u0000\u0000Design/methodology/approach\u0000The first qualitative study involved using Leximancer software to analyse the data drawn from 43 interviews with luxury restaurant clients. In the second quantitative study, 993 valid survey questionnaires were collected, and the proposed model was tested using structural equation modelling.\u0000\u0000\u0000Findings\u0000The results reveal that consumers perceive chefs as human brands and the associated narratives include both performance- and popularity-based characteristics. The findings support the conclusion that individuals give great importance to chefs’ image and the congruence between chefs and their restaurant’s image. In addition, luxury restaurant image only affects novelty experiences, and both hedonic and novelty experiences have a positive effect on customers’ happiness and well-being.\u0000\u0000\u0000Research limitations/implications\u0000This research focused on Portuguese luxury restaurants. The consumers’ happiness and well-being needs to be replaced by other outcomes to confirm if the model produces consistent results.\u0000\u0000\u0000Practical implications\u0000The results should help luxury restaurant managers understand more fully which pull factors are valued by their clients and which aspects contribute the most to their pleasure and welfare.\u0000\u0000\u0000Originality/value\u0000This study adds to the extant literature by exploring consumers’ perceptions of chefs as human brands and the role these chefs’ image play in customers’ luxury restaurant experiences and perceived happiness and well-being.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47458963","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Consumers’ digital self-extension and pro-brand social media engagement – the role of culture","authors":"Fazlul K. Rabbanee, Rajat Roy, S. Roy, Rana Sobh","doi":"10.1108/ejm-01-2022-0074","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0074","url":null,"abstract":"\u0000Purpose\u0000Digital self-expression, recently one of the most important research themes, is currently under-researched. In this context, this study aims to propose a parsimonious research model of self-extension tendency, its drivers and its outcomes. The model is tested in the context of social media engagement intentions (liking, sharing and commenting) with focal brands and across individualist versus collectivist cultures.\u0000\u0000\u0000Design/methodology/approach\u0000The model is tested in two individualist cultures (N = 230 and 232) and two collectivist cultures (N = 232 and 237) by conducting surveys in four countries (Australia, USA, Qatar and India). Nike and Ray-Ban are the focal brands studied, with Facebook serving as the targeted social networking site (SNS) platform.\u0000\u0000\u0000Findings\u0000Self-monitoring and self-esteem are found to drive the self-extension tendency across cultures, with stronger effects in the individualist culture than in the collectivist culture. The self-extension tendency has a relatively stronger positive influence on social media engagement intentions in the individualist culture than in the collectivist culture. This tendency is also found to mediate the link between self-monitoring, self-extension and social media engagement intentions across both cultures, albeit in different ways. In collectivist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness. The study’s findings have important theoretical and practical implications. In individualist culture, self-monitoring’s influence on the self-extension tendency is moderated by public self-consciousness.\u0000\u0000\u0000Research limitations/implications\u0000The present findings confirm that the tendency to incorporate the brand into one’s self-concept and to further extend the self is indeed contingent on one’s cultural background. The role of public self-consciousness may vary between individualist and collectivist cultures, something recommended by past research for empirical testing.\u0000\u0000\u0000Practical implications\u0000Managers can leverage this research model to entice pro-brand social media engagement by nurturing consumers’ digital selves in terms of maneuvering their self-extension tendency and its drivers, namely, self-monitoring and self-esteem. Second, promoting the self-extension tendency and its drivers varies across cultures, with this finding offering practical cultural nuances supporting marketing managers’ decisions.\u0000\u0000\u0000Originality/value\u0000This is one of the pioneering studies that tests a cross-cultural parsimonious model based on theories of self-extension, self-monitoring and self-esteem, especially within the context of brand engagement intentions on an SNS platform.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47717726","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"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 cultural differences on the relationship between contract governance and opportunism","authors":"Tao Wang, Linhao Han, Zhilin Yang, Yufu Jia","doi":"10.1108/ejm-03-2022-0145","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0145","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to determine the dimensions of cultural differences, which are theoretically most relevant to contract functions in international marketing. Moreover, the contradiction between contract governance and opportunism is reconciled by exploring the boundary conditions of specific cultural differences.\u0000\u0000\u0000Design/methodology/approach\u0000The authors obtained 235 bilateral data provided by Chinese exporters and overseas distributors. The authors matched a secondary data set with the questionnaire data, which were analyzed by confirmatory factor analysis and a hierarchical moderation model.\u0000\u0000\u0000Findings\u0000The results demonstrate that while contract specificity is less successful in this area, contingency adaptability is useful in reducing opportunism. Moreover, as the national cultural differences regarding uncertainty avoidance, power distance or individualism-collectivism become more pronounced. One contractual dimension will be more effective at curbing opportunism, while the other will be less effective.\u0000\u0000\u0000Research limitations/implications\u0000Despite sample limitations, to the best of the authors’ knowledge, this paper is the first to theoretically identify the effect of cultural difference dimensions in contract governance, unlike past studies taking cultural differences as an aggregated variable. Furthermore, by exploring the boundary conditions of cultural differences, this paper effectively reconciles the conflicting findings on the relationship between contract governance and opportunism in various cultural context.\u0000\u0000\u0000Practical implications\u0000Exporters’ managers can design contingency adaptability to complement the limitations of contract specificity and consider cultural differences’ contingency effects.\u0000\u0000\u0000Originality/value\u0000First, the authors identify cultural differences dimensions related to contract governance, refining and emphasizing the research context. Second, comparing the efficacy of contract specificity and contingency adaptability in specific cultural context can show which contract is better at preventing opportunism.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46471260","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Color effects on AI influencers’ product recommendations","authors":"Ka Wing Chan, F. Septianto, Junbum Kwon, Revathi Sridhar Kamal","doi":"10.1108/ejm-03-2022-0185","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0185","url":null,"abstract":"\u0000Purpose\u0000This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.\u0000\u0000\u0000Design/methodology/approach\u0000By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.\u0000\u0000\u0000Findings\u0000Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.\u0000\u0000\u0000Research limitations/implications\u0000There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.\u0000\u0000\u0000Practical implications\u0000Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.\u0000\u0000\u0000Originality/value\u0000The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44661683","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands","authors":"J. Quest","doi":"10.1108/ejm-07-2021-0529","DOIUrl":"https://doi.org/10.1108/ejm-07-2021-0529","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore brand meaning from a consumer perspective, identifying tangible attributes and intangible associations and their arrangement in brand meaning frameworks. Previous literature has focused on brand meaning flowing from intangible associations, and new insights are offered into the tangible attributes’ contribution to brand meaning.\u0000\u0000\u0000Design/methodology/approach\u0000A phenomenological approach was adopted, and meanings were gathered from lived experiences with consumers of local food brands. Quasi-ethnographic methods were used, including accompanied shopping trips to food fairs and local farm shops, kitchen visits and in-depth interviews in and around the county of Dorset in the south-west of England.\u0000\u0000\u0000Findings\u0000The findings demonstrate that tangible attributes have sensorial and functional brand meanings and are mentally processed. Both hierarchical and flatter patterned approaches are present when connecting attributes and associations. The hierarchical approach reflects both short and long laddering approaches; the flatter alternative offers an interwoven, patterned presentation.\u0000\u0000\u0000Research limitations/implications\u0000This is a small in-depth study of local food brands, and the findings cannot be generalised across other brand categories.\u0000\u0000\u0000Practical implications\u0000Local food brand practitioners can promote relevant sensorial (e.g. taste) and functional (e.g. animal welfare) attributes. These can be woven into appropriate intangible associations, creating producer stories to be communicated through their websites and social media campaigns.\u0000\u0000\u0000Originality/value\u0000A revised brand meaning theoretical framework updates previous approaches and develops brand meaning theory. The study demonstrates that tangible attributes have meaning and hierarchical connections across tangible attributes, and intangible associations should not always be assumed. An additional patterned approach is present that weaves attributes and associations in a holistic, non-hierarchical way.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46762158","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Agency appraisal of emotions and brand trust","authors":"B. Sung, Stephen T. La Macchia, Michelle Stankovic","doi":"10.1108/ejm-06-2021-0402","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0402","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine how the appraisal of both incidental and direct positive other-agency emotions (vs self-agency emotions) enhances brand trust and, subsequently, brand attitudes.\u0000\u0000\u0000Design/methodology/approach\u0000The paper presents three experiments that examine the effect of other-agency emotions (vs self-agency emotions) on brand trust and brand attitudes by both Australian and USA consumers. Studies 1 and 2 compared the effect of self- and other-agency emotions evoked through an irrelevant reflective task. Study 3 used real-world marketing communication to evoke self- or other-pride.\u0000\u0000\u0000Findings\u0000Gratitude (Study 1) and other-pride (Study 2) evoked through an irrelevant, reflective task enhanced brand trust and attitudes for both familiar and unfamiliar brands. The authors replicated these effects using marketing communications that evoked other-pride (Study 3) and showed how these findings can be applied in a marketing context.\u0000\u0000\u0000Research limitations/implications\u0000There are contradictory findings in the literature on how positive emotions influence brand trust and attitudes. The findings show that other-agency appraisal is a crucial appraisal within a marketing context and reveals why not all positively valenced emotions increase brand trust and brand attitudes. The findings highlight the importance of examining the effects of emotions on brand trust and attitudes beyond the consideration of their valence.\u0000\u0000\u0000Practical implications\u0000The research provides significant implications for marketers to improve brand trust and brand attitudes through the elicitation of other-agency emotions. The findings also demonstrate that different components of emotions, such as appraisal structure, may influence consumer trust and attitudes towards marketing and branding communications.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this research is the first to empirically demonstrate how other-agency appraisals of emotions can influence consumer brand trust and attitudes in a marketing context.\u0000","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":" ","pages":""},"PeriodicalIF":4.4,"publicationDate":"2023-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41871267","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}