{"title":"通过全球消费文化定位改善对品牌的态度:情感的触发作用","authors":"Yuanyuan Cai, Yi Wu, Jiaxun He, Yongxin Liu","doi":"10.1002/cjas.1746","DOIUrl":null,"url":null,"abstract":"<p>This research examines how incidentally evoked approach-oriented (vs. avoidance-oriented) emotions help improve consumer attitudes toward brands with global consumer culture positioning (GCCP). Moreover, we demonstrate that promotion-focused brand associations that are uniquely linked with GCCP messages mediate this effect, while this effect is eliminated when consumers are aware of the potential influence of their emotions on judgment. We conducted four experiments to examine and clarify the above effects. The findings contribute theoretically by introducing emotions as a novel antecedent to consumers' GCCP preferences. Practically, this research provides actionable guidelines for international marketers in effectively implementing GCCP strategies.</p>","PeriodicalId":47349,"journal":{"name":"Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration","volume":"41 3","pages":"343-361"},"PeriodicalIF":1.2000,"publicationDate":"2024-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Improving attitudes toward brands with global consumer culture positioning: The triggering role of emotions\",\"authors\":\"Yuanyuan Cai, Yi Wu, Jiaxun He, Yongxin Liu\",\"doi\":\"10.1002/cjas.1746\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>This research examines how incidentally evoked approach-oriented (vs. avoidance-oriented) emotions help improve consumer attitudes toward brands with global consumer culture positioning (GCCP). Moreover, we demonstrate that promotion-focused brand associations that are uniquely linked with GCCP messages mediate this effect, while this effect is eliminated when consumers are aware of the potential influence of their emotions on judgment. We conducted four experiments to examine and clarify the above effects. The findings contribute theoretically by introducing emotions as a novel antecedent to consumers' GCCP preferences. Practically, this research provides actionable guidelines for international marketers in effectively implementing GCCP strategies.</p>\",\"PeriodicalId\":47349,\"journal\":{\"name\":\"Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration\",\"volume\":\"41 3\",\"pages\":\"343-361\"},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2024-04-05\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/cjas.1746\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Canadian Journal of Administrative Sciences-Revue Canadienne Des Sciences De L Administration","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cjas.1746","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
Improving attitudes toward brands with global consumer culture positioning: The triggering role of emotions
This research examines how incidentally evoked approach-oriented (vs. avoidance-oriented) emotions help improve consumer attitudes toward brands with global consumer culture positioning (GCCP). Moreover, we demonstrate that promotion-focused brand associations that are uniquely linked with GCCP messages mediate this effect, while this effect is eliminated when consumers are aware of the potential influence of their emotions on judgment. We conducted four experiments to examine and clarify the above effects. The findings contribute theoretically by introducing emotions as a novel antecedent to consumers' GCCP preferences. Practically, this research provides actionable guidelines for international marketers in effectively implementing GCCP strategies.
期刊介绍:
The Canadian Journal of Administrative Sciences (CJAS) is a multidisciplinary, peer-reviewed, international quarterly that publishes manuscripts with a strong theoretical foundation. The journal welcomes literature reviews, quantitative and qualitative studies as well as conceptual pieces. CJAS is an ISI-listed journal that publishes papers in all key disciplines of business. CJAS is a particularly suitable home for manuscripts of a crossdisciplinary nature. All papers must state in an explicit and compelling way their unique contribution to advancing theory and/or practice in the administrative sciences.