| 1. |
- Andéhn, Mikael, et al.
(author)
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Facets of country image and brand equity : Revisiting the role of product categories in country-of-origin effect research
- 2016
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 15:3, s. 225-238
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Journal article (peer-reviewed)abstract
- The country-of-origin effect is a topic central to the field of international marketing. Country of origin has been found to exert a particularly potent effect on consumer evaluation in situations where there is a strong link between a country and a particular product category. The present study provides further insight into how this particular effect can be understood. Drawing on a novel conceptualization of how country image and product categories interact, this study tested the relative evaluative relevance of product category with respect to estimates of brand equity across a variety of product categories. The findings suggest that facets of a country's image that are more closely related to the evaluation situation exert a greater influence on the evaluation of brands. This result encourages scholars as well as practitioners to re-evaluate which situations might cause the country of origin effect to hold managerial relevance and paves the way for new paths toward a more comprehensive understanding of the effect.
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| 2. |
- Bergquist, Magnus, 1983, et al.
(author)
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Feeling or following? A field-experiment comparing social norms-based and emotions-based motives encouraging pro-environmental donations
- 2020
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 19:4, s. 351-358
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Journal article (peer-reviewed)abstract
- In this study, we design and explore interventions encouraging pro-environmental donations by testing social norms and anticipated positive emotions. The social norms-based intervention included descriptive and injunctive social normative information while the emotions-based intervention included information about anticipated positive emotions. The two intervention techniques were tested in a field-experiment; applying social norms-based or emotions-based messages to a real choice situation between retaining versus donating one's own money (i.e., using recycling machines giving people the choice to either retain money obtained from their recycled bottles, or to donate their money to a pro-environmental organization). Results showed that more people donated their money after being exposed to the emotions-based message, than the social norms-based message or no message.
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| 3. |
- Dimitrova, Irina, et al.
(author)
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Flip that coin : Barriers, barrier-breakers, and full-adoption of digital payment methods
- 2024
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838.
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Journal article (peer-reviewed)abstract
- The purpose of this study is twofold: to examine the mediating effect of a number of barrier-breakers on the relationship between barriers and the intention to fully adopt digital payment methods; and to identify adopters-resisters' commenting behaviour when facing a full-adoption scenario. Mixed methods were applied. The PROCESS macro method was used to analyse 388 survey responses and test the mediating effects. The main study reveals that the privacy, security, and access barriers can be reduced by increasing the credibility and usefulness barrier-breakers, respectively. However, the impersonalisation barrier is found to be unaffected by the social influence barrier-breaker. Based on 91 collected and analysed comments, the netnographic-based follow-up study identifies social media commenting behaviours caused by a major bank's decision to stop handling cash. Among the more frequent such behaviours are boycotting and aggressive comments.
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| 4. |
- Flores, Phil, et al.
(author)
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The role of consumer innovativeness and green perceptions on green innovation use : The case of shared e-bikes and e-scooters
- 2021
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In: Journal of Consumer Behaviour. - : John Wiley & Sons. - 1472-0817 .- 1479-1838. ; 20:6, s. 1466-1479
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Journal article (peer-reviewed)abstract
- The growing awareness of environmental issues can be linked to the demand for green transport innovations. Consumer behavior studies have pointed to the importance of consumer innovativeness (CI) and green perceptions in the adoption of green innovations. The purpose of this paper is to identify how users and nonusers of shared micromobility perceive the greenness of shared e-bikes and e-scooters and how CI affects shared microvehicle adoption. The paper also analyses the relationships between green perceptions and environmental referent cognitions?biospheric values, environmental knowledge, ascription of responsibility, and environmental attitudes. Shared e-bike and e-scooter users and nonusers in Copenhagen and Stockholm were surveyed using an online questionnaire. Results revealed that users consider themselves innovative and perceive the shared microvehicles as relatively green, while nonusers do not. When comparing users, CI and green perceptions relate to shared e-bike use, but notably, only CI is linked to shared e-scooter use. The results also show that environmental knowledge and environmental attitudes are related to green perceptions. The practical and theoretical implications of the results are discussed.
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| 5. |
- Foroughi, Behzad, et al.
(author)
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Determinants of followers' purchase intentions toward brands endorsed by social media influencers : Findings from PLS and fsQCA
- 2024
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In: Journal of Consumer Behaviour. - : John Wiley & Sons. - 1472-0817 .- 1479-1838. ; 23:2, s. 888-914
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Journal article (peer-reviewed)abstract
- Given the rise of marketing through social media influencers (SMIs), this study aimed to investigate the influences of source credibility and content validity factors on followers' attitudes and intention to purchase brands endorsed by SMIs through brand engagement and brand expected value. The study assessed the moderating effect of product-influencer congruency. Data were collected from 429 individuals in Iran and were assessed using the "partial least squares" (PLS) and "fuzzy-set qualitative comparative analysis" (fsQCA) approaches. PLS results affirmed the significance of all direct relationships except the role of entertainment value on brand engagement and informativeness value on brand expected value. Product-influencer congruence positively moderated the effects of trustworthiness and expertise on brand expected value. fsQCA identified five solutions with various combinations of elements that lead to high purchase intention. The results of performing fsQCA revealed that three factors, namely attractiveness, entertainment value, and attitude, are necessary to achieve high purchase intention. fsQCA results challenged the PLS findings, indicating the importance of using an asymmetric approach in conjunction with PLS. Our study provides valuable insight for marketing influencers and practitioners on the importance of source credibility and content value factors in enhancing the effectiveness of SMI marketing activities and persuading customers to purchase endorsed brands.
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| 6. |
- Grant, Philip, et al.
(author)
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Operatic flash mob : Consumer arousal, connectedness and emotion
- 2012
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 11:3, s. 244-251
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Journal article (peer-reviewed)abstract
- This study examines the influence of an operatic flash mob on consumer behaviour and consumer experience in a public market. A field experiment was conducted to assess the impact of operatic music on consumers' emotions and connectedness in three conditions: spontaneous live music (flash mob), recorded music, and no music. We analyse audience responses to the shopping experience in all three conditions, with particular focus on temporary group formation and felt emotion. Results show that the flash mob enhanced consumer arousal, connectedness and positive emotions, as well as consumer-to-consumer interaction.
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| 7. |
- Jansson, Johan, 1973-, et al.
(author)
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Exploring early adopters of an eco-innovation : The case of the alternative fuel vehicle
- 2011
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In: Journal of Consumer Behaviour. - : John Wiley & Sons. - 1472-0817 .- 1479-1838. ; 10:1, s. 51-60
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Journal article (peer-reviewed)abstract
- Environmental problems are increasingly becoming everyday issues of international organizations, national governments, and individual consumers. In consumer behavior research considerable effort has been focused on understanding environmentally significant behaviors. One such research stream uses the value-belief-norm theory (VBN) to explain and predict a number of relatively low involvement proenvironmental consumer behaviors such as household energy use. However, many consumer behaviors with significant impact on the environment are categorized as high involvement behaviors where VBN theory has not yet been employed. The aim of this paper is to arrive at a better understanding of consumer adoption of a high involvement eco-innovation using VBN theory. As an example of a high involvement eco-innovation the alternative fuel vehicle (AFV) which runs on fossil oil-alternative fuels such as electricity and biofuels is used. A representative sample of adopters and non-adopters of these vehicles in Sweden were surveyed. Differences between adopters and non-adopters on sociodemographic and VBN factors were analyzed and the explanatory ability of the different factors on adoption was analyzed using logistic regression. The results showed that early adopters had a higher level of education and were much more likely to live in multi-person households compared to non-adopters. In terms of attitudinal factors, adopters exhibited higher levels of proenvironmental values, beliefs, and personal norms (PNs). Furthermore the results established that VBN factors were successful in explaining the early adoption of a high involvement eco-innovation such as the AFV. The implications for consumer research, public policymakers, and for marketers of eco-innovations are discussed.
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| 8. |
- Johnstone, Leanne, 1984-, et al.
(author)
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The sustainability-age dilemma : A theory of (un)planned behaviour via influencers
- 2018
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In: Journal of Consumer Behaviour. - : John Wiley & Sons. - 1472-0817 .- 1479-1838. ; 17:1, s. E127-E139
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Journal article (peer-reviewed)abstract
- This study investigates the relation between age and sustainability awareness for consumers via the third, mediating variable of influencers to reduce the intention-behaviour purchase gap. It proposes that traditional theories of planned behaviour are limited as they do not account for unconscious and indirect pathways to axiological change. A structural model with the 3 constructs of age, influencers, and sustainability awareness is tested with linear structural relations on a sample of 788 consumers, complemented with focus groups and interviews to generate deeper insight into the model's constructs. The results demonstrate a relationship between age and sustainability awareness, as well as between the importance of influencers for increased sustainability awareness in younger consumers, namely, millennials. This suggests that practitioners should work with influencers perceived as trustworthy to increase sustainability awareness for the millennial subset consumer group. The methodology applies a mixed approach, interpreting both qualitative and quantitative aspects, and contributes to the ethical consumerism literature with new knowledge on age differences connected to sustainability awareness, particularly highlighting on the influence of influencers for the younger generations.
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| 9. |
- Kim, Myung Ja, et al.
(author)
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The influence of personal and public health and smart applications on biking behavior in South Korea
- 2023
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In: Journal of Consumer Behaviour. - : John Wiley & Sons. - 1472-0817 .- 1479-1838. ; 22:2, s. 382-395
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Journal article (peer-reviewed)abstract
- Bicycling is an important form of active transport that contributes to sustainability mobility as a result of its role in personal and public health and emissions reduction. The significance of which has grown since the COVID-19 pandemic outbreak. However, biking studies have neglected, in theoretical terms, developing an understanding of why consumers bike. Therefore, this research designs and verifies an extended theory of planned behavior adding personal and public health and a moderator of perceived smart application usage to help explain such consumer behavior. This study is based on a digital survey of South Koreans who biked for leisure, tourism, and/or work, utilizing partial least squares-structural equation modeling with multi-group analysis and Fuzzy-set Qualitative Comparative Analysis. Results revealed that personal health is most important to cyclists, followed by public health, attitude, and subjective norm. Interestingly, people with perceived high usage of smart applications for biking show stronger relationships between public health and attitude and perceived behavioral control and behavioral intention than low users. In contrast, individuals with perceived low usage of smart applications for biking reveal a stronger relationship between attitude and behavioral intention than high users. The high and low user groups of smart applications also distinctively differ in levels of cycling behavior. Consequently, this work offers several theoretical and managerial implications for research and practice.
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| 10. |
- Lange, Fredrik
(author)
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Do brands of a feather flock together? : Some exploratory findings on the role of individual brands in brand constellation choice
- 2005
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In: Journal of Consumer Behaviour. - : Wiley. - 1479-1838 .- 1472-0817. ; 4:6, s. 465-479
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Journal article (other academic/artistic)abstract
- In this paper, consumers' choice of brand constellations (eg Big Mac and Coke at McDonald's) are investigated by examining the roles of individual brands. The author proposes that marketers need to look beyond perceived fit between brands within a brand constellation. Therefore, this paper explores empirically how individual brand evaluations at product level and at brand level affect brand constellation choice. It is shown that brands do not have to be equally attractive in order to be included in brand constellations. For instance, a weak brand may complement a strong brand. Theoretical and marketing implications are discussed.
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| 11. |
- Nordfält, Jens
(author)
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Unplanned grocery purchases : the influence of the shopping-trip type revisited
- 2009
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In: Journal of Consumer Behaviour. - : Wiley: 24 months. - 1479-1838 .- 1472-0817. ; 8, s. 1-13
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Journal article (peer-reviewed)abstract
- The share of unplanned purchases is an important measure for marketers. For instance, marketers need to know if purchases are planned or unplanned to allocate their marketing resources efficiently. Furthermore, the share of unplanned purchases could be seen as an indicator of how efficient marketers are in communicating with their customers in the stores (even if the in-store marketer is not the only one influencing in-store decision making.) A frequent assumption in the marketing literature is that the share of unplanned purchases increases with the size of the purchase. This paper questions this assumption by approaching the issue from a perspective that views the shopping trip as either a (more or less) contingency-dependent construction or as the execution of a well-defined behavior. Larger (major) trips are hypothesized and found to be more well defined, whereas smaller (fill-in) trips are found to be largely contingency-dependent constructions.
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| 12. |
- Reinholdsson, Tommy, et al.
(author)
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Nudging green food: The effects of a hedonic cue, menu position, a warm-glow cue, and a descriptive norm
- 2023
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In: Journal of Consumer Behaviour. - : Wiley. - 1472-0817 .- 1479-1838. ; 22:3, s. 557-568
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Journal article (peer-reviewed)abstract
- Meat consumption is associated with both public health risks and substantial CO2 emissions. In a large-scale field-experiment, we applied four nudges to the digital menus in 136 hamburger restaurants. The nudges promoted vegetarian food purchases by either (1) changing the menu position of vegetarian food, or aligning vegetarian food with (2) a hedonic, taste-focused nudge, (3) the warm-glow effect, or (4) a descriptive social norm. These nudges were thus aimed to shift salience toward a certain goal or the salience of a specific alternative. Vegetarian food purchases were measured in two datasets analyzing if nudges affected customers' "route " to ordering vegetarian food (29,640 observations), and the total number of vegetarian food sold during the intervention (346,081 observations). Results showed that the position nudge affected customers route to buying vegetarian food. More specifically, making the "green category " more accessible made more customers order through that category. Interestingly, this did not affect the total number of vegetarian sales. However, results indicate that nudges that utilize the salience of goals, in particular hedonic goals, may have an overall positive effect on total vegetarian sales.
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| 13. |
- Törn, Fredrik, et al.
(author)
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When communication challenges brand associations : a framework for understanding consumer responses to brand image incongruity
- 2006
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In: Journal of Consumer Behaviour. - : Wiley. - 1479-1838 .- 1472-0817. ; 5:1, s. 32-42
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Journal article (other academic/artistic)abstract
- In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work-which has been scattered across several poorly connected domains-into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity.
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| 14. |
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