| 1. |
- Oda, Tetsuhisa, 1958-, et al.
(författare)
-
A proposal of new rating method applying extended fuzzy logic for the study of consumer behavior
- 2017
-
Ingår i: Presented at the 12th Global Brand Conference - Academy of Marketing’s SIG in Brand, Identity and Corporate Reputation, Kalmar, Sweden, April 26-28, 2017.
-
Konferensbidrag (refereegranskat)abstract
- This paper proposes a new rating method for investigating Consumer Behavior, especially for the consumer survey about branded products. The new method, named “Fuzzy-set Concurrent rating method” (FCR-method), proposed by Oda(1993,1995), was developed by applying extended fuzzy logic. The FCR-method uses two mono-polar scales for one question. From the result of rating, special index value is derived and is expected to present the hidden psychological feelings of the subject, which is never measured by traditional rating method. By conducting the small test survey in Sweden, using the FCR-method, this study examines the usefulness of the integrated value I and the contradiction- irrelevance index C for analyzing the data obtained. The main purpose of this study is to know whether the FCR-method works as expected
|
|
| 2. |
- Rodrigues, Clarinda, et al.
(författare)
-
Role of brand experience and brand authenticity in creating brand love : a cross-cultural comparative study
- 2018
-
Ingår i: 2018 Global Marketing Conference at Tokyo Proceedings. - Tokyo : Global Alliance of Marketing and Management Associations. ; , s. 1447-1447
-
Konferensbidrag (refereegranskat)abstract
- In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.
|
|
| 3. |
- Rodrigues, Clarinda, et al.
(författare)
-
The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
- 2023
-
Ingår i: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803.
-
Tidskriftsartikel (refereegranskat)abstract
- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
|
|
