{"title":"开放品牌对消费者品牌态度的影响:权力距离信念的调节作用","authors":"Yao Li, Cheng Zhang, Mi Zhou","doi":"10.1108/jrim-03-2024-0133","DOIUrl":null,"url":null,"abstract":"PurposeThis study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.Design/methodology/approachThis study employs two one-factor (brand strategy: open branding vs closed branding) between-subject experimental designs and a 2 × 2, namely (open branding vs closed branding) × (power distance belief: high vs low) between-subject experimental design to test the hypotheses.FindingsThe study indicates that open branding can enhance consumer brand attitudes, and that brand warmth and brand competence mediate the impact of open branding on consumer brand attitudes. Furthermore, power distance beliefs (PDB) moderated these relationships. Specifically, the impact of open branding on consumers brand attitudes is stronger for consumers with low PDB than for those with high PDB.Practical implicationsBrand managers should consider adopting an open branding strategy to enhance consumers brand attitudes when encountering consumers’ unauthorized use of brand-related intellectual property. Additionally, when implementing an open-branding strategy, brand managers should use appropriate language to enhance consumers’ perceptions of brand warmth and brand competence.Originality/valueThis study contributes to the interactive marketing literature by empirically examining the impact of open branding on consumer brand attitudes. Furthermore, it investigates the underlying mechanism of how and the boundary conditions when open branding increases consumer brand attitudes, enriching the current knowledge.","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6000,"publicationDate":"2024-07-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The impact of open branding on consumer brand attitudes: the moderating role of power distance belief\",\"authors\":\"Yao Li, Cheng Zhang, Mi Zhou\",\"doi\":\"10.1108/jrim-03-2024-0133\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeThis study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.Design/methodology/approachThis study employs two one-factor (brand strategy: open branding vs closed branding) between-subject experimental designs and a 2 × 2, namely (open branding vs closed branding) × (power distance belief: high vs low) between-subject experimental design to test the hypotheses.FindingsThe study indicates that open branding can enhance consumer brand attitudes, and that brand warmth and brand competence mediate the impact of open branding on consumer brand attitudes. Furthermore, power distance beliefs (PDB) moderated these relationships. Specifically, the impact of open branding on consumers brand attitudes is stronger for consumers with low PDB than for those with high PDB.Practical implicationsBrand managers should consider adopting an open branding strategy to enhance consumers brand attitudes when encountering consumers’ unauthorized use of brand-related intellectual property. Additionally, when implementing an open-branding strategy, brand managers should use appropriate language to enhance consumers’ perceptions of brand warmth and brand competence.Originality/valueThis study contributes to the interactive marketing literature by empirically examining the impact of open branding on consumer brand attitudes. Furthermore, it investigates the underlying mechanism of how and the boundary conditions when open branding increases consumer brand attitudes, enriching the current knowledge.\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2024-07-16\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-03-2024-0133\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-03-2024-0133","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
The impact of open branding on consumer brand attitudes: the moderating role of power distance belief
PurposeThis study investigates the impact of open branding on consumer brand attitudes, as mediated by brand warmth and brand competence, and moderated by power distance belief.Design/methodology/approachThis study employs two one-factor (brand strategy: open branding vs closed branding) between-subject experimental designs and a 2 × 2, namely (open branding vs closed branding) × (power distance belief: high vs low) between-subject experimental design to test the hypotheses.FindingsThe study indicates that open branding can enhance consumer brand attitudes, and that brand warmth and brand competence mediate the impact of open branding on consumer brand attitudes. Furthermore, power distance beliefs (PDB) moderated these relationships. Specifically, the impact of open branding on consumers brand attitudes is stronger for consumers with low PDB than for those with high PDB.Practical implicationsBrand managers should consider adopting an open branding strategy to enhance consumers brand attitudes when encountering consumers’ unauthorized use of brand-related intellectual property. Additionally, when implementing an open-branding strategy, brand managers should use appropriate language to enhance consumers’ perceptions of brand warmth and brand competence.Originality/valueThis study contributes to the interactive marketing literature by empirically examining the impact of open branding on consumer brand attitudes. Furthermore, it investigates the underlying mechanism of how and the boundary conditions when open branding increases consumer brand attitudes, enriching the current knowledge.
期刊介绍:
The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management.
ISSN: 2040-7122
eISSN: 2040-7122
With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.