| 1. |
- Aagerup, Ulf, 1969, et al.
(författare)
-
Green consumer behavior: Being good or seeming good?
- 2016
-
Ingår i: Journal of Product & Brand Management. - Bingley : Emerald Group Publishing Limited. - 1061-0421. ; 25:3, s. 274-284
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose This paper aims to expand the emerging field of symbolic green consumer behavior (GCB) by investigating the impact of anticipated conspicuousness of the consumption situation on consumers’ choice of organic products. In addition, the paper also explores whether self-monitoring ability and attention to social comparison information (ATSCI) influence GCB in situations of anticipated high conspicuousness. Design/methodology/approach Two experiments test the study’s hypotheses. Findings The results of both experiments show that the anticipation of conspicuousness has a significant effect on GCB. Moreover, in Experiment 2, this effect is moderated by consumers’ level of ATSCI but not by their self-monitoring ability. Research limitations/implications Because ATSCI significantly interacts with green consumption because of the anticipation of a conspicuous setting, although self-monitoring ability does not, we conclude that social identification is an important determinant of green consumption. Practical implications Marketers who focus on building green brands could consider designing conspicuous consumption situations to increase GCB. Social implications Policymakers could enact change by making the environmental unfriendliness of non-eco-friendly products visible to the public and thus increase the potential for GCB. Originality/value The results validate the emerging understanding that green products are consumed for self-enhancement, but also expand the literature by highlighting that a key motivating factor of GCB is the desire to fit in.
|
|
| 2. |
- Biedenbach, Galina, et al.
(författare)
-
Internal branding and sustainability : investigating perceptions of employees
- 2016
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:3, s. 296-306
-
Tidskriftsartikel (refereegranskat)abstract
- The purpose of this study is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The study was conducted among employees of industrial companies operating in Belarus. 238 responses were analyzed by using the K-means cluster analysis. The ANOVA was applied for evaluating differences between the three identified clusters. Based on internal brand commitment and sustainability importance, the study identifies three alternative clusters of employees: (1) uncommitted sustainability laggards, (2) committed sustainability followers, and (3) committed sustainability leaders. The results show that the three clusters differ in regard to the main determinants of internal brand commitment, which are brand orientation, internal brand knowledge, and internal brand involvement. The findings demonstrate significant perceptual differences between the three clusters regarding their evaluations of a company’s sustainability performance. The assessment of sustainability performance focuses on sustainability objectives, sustainability policies, and sustainability decision-making and disclosure. The study makes a theoretical contribution to research on internal branding and sustainability by examining the potential interrelationships between internal branding strategies and sustainability performance.
|
|
| 3. |
- Bigi, Alessandro, et al.
(författare)
-
How customer and product orientations shape political brands
- 2016
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:4, s. 365-372
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question. Design/methodology/approach - A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy. Findings - Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians. Research limitations/implications - This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments. Practical implications - This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented. Originality/value - This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.
|
|
| 4. |
- Blair, Amanda, et al.
(författare)
-
Assessing brand equity in the luxury wine market by exploiting tastemaker scores
- 2017
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 26:5, s. 447-452
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose: Calculating brand equity, the price differential that a branded product is able to charge compared to an unbranded equivalent, often suffers from a lack of a means to truly determine equivalence. Luxury wines have the benefit of an established measure of equivalency – the Parker score. Robert Parker’s influence as a tastemaker provides a point of comparison across brands. This study looks at brand equity of Bordeaux classified growth wines considering château brands, growths and vintages to illustrate the intangible value for the consumer. Design/methodology/approach: Using price and wine-specific data from Wine-Searcher.com, an online database and search engine, an initial sample of 393 wines with Parker scores ranging from 72 to 100 is presented. A subset of perfect wines, with 100-point Parker scores, is also reviewed focusing on the great vintage of 2009. Findings: The results indicate that brand equity in the luxury wine market exists. Not only is this true for the brand of a specific château, but there is also equity associated with the vintage and the growth. Practical implications: This offers practical implications for brand managers in positioning their wines. Originality/value: An analysis of luxury wines supports the financial perspective on brand equity, especially when there is a viable means of determining equivalence, such as the Parker score.
|
|
| 5. |
- Chipp, Kerry Fiona, et al.
(författare)
-
Producer push to consumer pull : Who curates new media content? Developing strategies for new media environments
- 2016
-
Ingår i: Journal of Product & Brand Management. - 1061-0421. ; 25:4, s. 373-386
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - This study aims to explore if, with increasing consumer empowerment, consumers are actively pulling content through a multitude of platforms rather than relying on media owners to dictate their product choices. How do media owners and content producers move toward a more reciprocal and interactive business strategy to deal with the change? Design/methodology/approach - The study was qualitative and exploratory in nature and utilized in-depth and semi-structured interviews of media consumers and experts. Findings - Consumer behavior has changed due to increased product control, in terms of type and occasion, across all income levels. The value of curatorship has increased and social media has fundamentally changed consumption patterns. Using the Berthon et al. model of response functions, we found that, content producers often suffer from inertia and operate with an Isolate strategy. The second most common approach is that of Follow or customer orientation. There is limited engagement with the innovation orientations of Shape and Interact. It is best for the industry to move toward an Interact model, accepting that consumers sometimes wish to create and at other times wish content to be effortlessly provided to them. Research limitations/implications - This study adopted a qualitative approach of industry experts and consumers within a single context. The further implications would be to develop the Interact strategy in more detail, especially toward the end of how to get media providers to change their current orientations. Practical implications - Business models of product producers in the new business environment seek to be more consumer-centric. This must not be done at the expense of an innovation orientation. Originality/value - There has been a lot of discussion on the need to change business models in the wake of changed consumer behavior. The current paper provides guidance on how to respond to the new media world.
|
|
| 6. |
- Du Preez, Rose, 1963-, et al.
(författare)
-
The behavioral consequences of internal brand management among frontline employees
- 2017
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 26:3, s. 251-261
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand commitment (BC). Design/methodology/approach: A comprehensive literature review is undertaken to develop the proposed model. The sample consists of three separate cases, a financial services firm, a multinational telecommunications company, both based in South Africa, and a regional grocery chain operating in the USA. Useable samples of 154, 96 and 241 were achieved for the three cases, respectively. In all cases, the majority of the respondents were customer contact employees. Findings: The structural models showed some surprising results, the major one being that brand proselytization is not a component of BCB. Despite using the same instrument, the levers that drive IBM were different in each of the three cases and different from previous studies. Research limitations/implications: The results of this research indicate that IBM and BCB are contextual. This implies that a universal instrument to measure these constructs has yet to be developed, representing an interesting avenue for future research. Practical implications: Regarding employees as internal customers and including them in various marketing initiatives and brand-orientated human resource practices (recruitment, induction and training) are key to a successful IBM program. Originality/value: A comprehensive model for the outcomes of IBM was developed and tested, linking it to BCB and IS through JS and BC. It is the first time that research has been conducted with customer contact employees only.
|
|
| 7. |
- Eklund, Andreas, et al.
(författare)
-
Seeing through touch : a conceptual framework of visual-tactile interplay
- 2018
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 27:5, s. 498-513
-
Forskningsöversikt (refereegranskat)abstract
- Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.
|
|
| 8. |
- Johansson, Ulf, et al.
(författare)
-
Country of ownership change in the premium segment : consequences for brand image
- 2018
-
Ingår i: Journal of Product and Brand Management. - 1061-0421. ; 27:7, s. 871-883
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose: This paper aims to explore how the ownership transfer from a highly industrialised country to less industrialised countries influences consumers’ brand perceptions. Design/methodology/approach: Three acquisition cases of premium car brands (Jaguar, Land Rover and Volvo) are investigated using qualitative data from online brand communities. Findings: When country of ownership (COOW) for brands changes, it leads to different effects on consumers’ brand perception. Consumers are disoriented as to which cue to apply when evaluating the brand. They also see that brand values, and how these are communicated, are in conflict, as are sustainability images. Research limitations/implications: This paper focuses on the perspective of brand community members in Europe and the USA and studies only the car industry and acquisitions by two countries (China and India) using data from the time of ownership transfers. The authors discuss theoretical implications and suggest further research to gain more insights and address limitations. Practical implications: Following a transfer of ownership, communication campaigns are required for addressing the original brand’s heritage and promoting the new brand owner’s image. Managers need to take advantage of loyal brand fans by turning them into brand ambassadors, spreading information to convince consumers that are more sceptical. Originality/value: This study fills the knowledge gap regarding change of COOW to developing countries as new owners, and its consequences for consumer perception. The authors also introduce an innovative type of data collection through brand communities, which is less commonly used in international marketing research.
|
|
| 9. |
- Kienzler, Mario
(författare)
-
Does managerial personality influence pricing practices under uncertainty?
- 2017
-
Ingår i: Journal of Product & Brand Management. - : EMERALD GROUP PUBLISHING LTD. - 1061-0421. ; 26:7, s. 771-784
-
Tidskriftsartikel (refereegranskat)abstract
- Purpose - While marketing and management research suggests that managers individual characteristics influence pricing decisions, the influence of personality traits in this context remains unclear. This study aims to explore the relationship between the five basic personality traits of the five-factor model (extraversion, conscientiousness, openness to experience, agreeableness and neuroticism) and three basic pricing practices (value-, competition- and cost-informed).Design/methodology/approach - On the basis of a non-experimental decision-making scenario, the analysis examines the pricing decisions of 57 managers in relation to a new business service.Findings - The results suggest that managers conscientiousness and openness to experience are positively related to preference for value- informed pricing. Similarly, managers agreeableness is positively related to preference for competition- informed pricing and managers openness to experience and agreeableness are positively related to preference for cost-informed pricing.Research limitations/implications - The cross-sectional study design does not support causal inference, and the modest sample size may limit the external validity of the findings.Practical implications - By increasing awareness of the influence of personality on pricing preferences, the findings are of relevance to managers who are directly involved in pricing decisions. Additionally, the findings are informative for managers who must assign responsibility for pricing authority within firms.Originality/value - This empirical exploration of the relationship between certain personality traits and specific pricing practices contributes to the literature on psychological aspects of pricing theory by showing how managerial personality influences pricing preferences under uncertainty.
|
|
| 10. |
- Rodrigues, Clarinda, et al.
(författare)
-
Brand love matters to Millennials : the relevance of mystery, sensuality and intimacy to neo-luxury brands
- 2019
-
Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 28:7, s. 830-848
-
Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.Design/methodology/approachThe data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.FindingsThe paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.Research limitations/implicationsFurther research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.Originality/valueThis paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
|
|
