When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit

This research examines how comparative valence frame influences brand extension acceptance when parent-extension fit matters. The results of this research show that a positive comparison-framed ad message elicits more favourable extension evaluations and greater purchase intentions than a negative comparison-framed ad message under the similar extension condition, while both positive and negative comparison-framed ad messages contribute equally to brand extension evaluations and purchase intentions under the dissimilar extension condition. The findings also suggest that perceived extension risk serves as a critical mediator that underlies the interactive impact of comparative valence frame and parent-extension fit on brand extension evaluations. Theoretical and practical implications for advertising message strategies in brand extensions are discussed.     

Mediated-moderated effects: High and low store image,brand awareness,perceived value from mini and supermarkets retail stores

This paper addresses how different store formats moderate the relationship between store image and purchase intention, mediated by brand awareness and perceived value. Questionnaire data was collected through face-to-face interviews with retail customers on the streets of a city in southern Brazil. Hypotheses testing were performed using the partial least squares structural equation modeling, supported by Smart-PLS and the Bootstrapping procedure run in the Process software. The model's sample included 298 retail customers for each store format (supermarket and mini-market). Results showed that store image positively impacted customer purchase intentions and the mediators, perceived value and brand awareness, which had a distinct effect on the direct relation of store image and purchase intention. Store format presented moderation effects on the relation between store image and brand awareness for both store formats: the higher the perception of store image, the greater the consumer's brand awareness. However, store format did not present a moderating effect on the relationship between brand awareness and purchase intention. Store image was found to be an important independent construct that improves brand awareness and increases perceived value. The number of mini-markets in Brazil is increasing, indicating that they are supplying a need unmet by supermarkets. The study design's implementation in the city streets, respondents were requested to imagine store image, which may have affected some of the parameters. The model integrated store image as an important construct influencing purchase behavior and this study presented a mediated-moderated model with managerial implications.     

Exploring the Effects of Compliance/Non-Compliance Message Framing,Desirability of End States,and Brand Zealotry on Consumers’ Responses to Wearables Advertising

Abstract

An experiment examined the combinatory effects of advertising message framing, desirability of end states, and brand zealotry on consumers’ responses to wearables advertising. The compliance framed ad elicited more favorable ad attitude, purchase intention, and word of mouth (WOM) intention compared with the noncompliance framed ad. Results also showed brand zealotry moderated the interaction between message framing and desirability of end states on WOM intention. Specifically, for low brand zealotry individuals, the compliance-framed ad elicited greater WOM intention than the noncompliance-framed ad regardless of the desirability of end-states. The desirable end-state ad triggered a greater WOM intention than the undesirable end-state ad regardless of message framing. For high brand zealotry individuals, the effect of message framing on WOM intention relied on the desirability of end-states. Theoretical and practical implications were discussed.     

Functional matching effect in CRM: Moderating roles of perceived message quality and skepticism

By applying the functional matching effect to the domain of cause-related marketing (CRM), this study examined the conditions under which the CRM message matching to attitude bases would elicit greater persuasion. In this study, a matched (or mismatched) CRM message is represented by the ad message featuring an argument that matches (or mismatches) consumers' primary motivation for purchasing the product supporting a social cause. Using a before-and-after experimental design, the perceived message quality and consumer skepticism about CRM practices were tested as moderators of the relationship between the functional matching of arguments and persuasion. This study assessed persuasion by measuring attitudes toward the CRM ad and the brand, and purchase intention. As expected, the functionally matched message appeared to generate greater persuasion when the argument was perceived to be strong. Additionally, low skeptics showed more favorable responses to the matched message compared to high skeptics. Theoretical and managerial implications were discussed to enhance the persuasiveness of CRM messages.     

An exploration of celebrity business ventures and their appeal to fans and non-fans

Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity's venture brand. Customers’ perceived congruence between a celebrity and the celebrity's business significantly affects their brand attitudes. Additionally, this study finds that a celebrity's credibility can only increase fans’ positive attitudes toward the celebrity's venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude.     

Gulping the Poison: How Webcare Attributes Reduce Damages to Brands Caused by Negative Reviews

Negative reviews written by unsatisfied consumers can significantly erode the image of a brand. Therefore, marketers regularly respond to these reviews through written messages posted on online channels: a practice known as webcare. The present article seeks to explore whether selected webcare attributes, such as strength, sidedness, and ownership, have any effects on consumers’ forgiveness of the service failures caused by transgressing firms. Furthermore, the effects of consumer forgiveness on satisfaction with webcare, brand attitudes, and purchase intentions are also investigated. The article examines these relationships in the context of a fine dining restaurant (Study 1) and a hotel (Study 2). The results reveal that webcare attributes play a salient role in achieving consumer forgiveness. Furthermore, the studies also reveal that consumer forgiveness leads to satisfaction with webcare and improved brand attitudes and purchase intentions.     

Influence of price and brand image on restaurant customers’ restaurant selection attribute

The study examines the influence of price and brand image on three major restaurant quality attributes (ambiance, food quality, and service quality). A total number of 363 cases from the survey were used to assess the proposed model for structural equation modeling. The results of this study indicated that brand image significantly affected customers’ restaurant attribute preference. Living status (residents vs. tourists) partially affected customers’ restaurant attribute preference. This study provides valuable information about restaurant customers’ preferences. The results also demonstrate how restaurant operators attract new customers and retain existing customers by improving their ambiance, food, and service quality.     

The Effects of Corporate-Brand Credibility,Perceived Corporate-Brand Origin,and Self-Image Congruence on Purchase Intention: Evidence From China's Auto Industry

This study aims to investigate the effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention. A cross-city survey of China's automobile industry was conducted in four major Mainland cities (Beijing, Shanghai, Guangzhou, and Chengdu). Results reveal that corporate-brand credibility, perceived corporate-brand origin, and self-image congruence have direct positive impacts on purchase intention. Furthermore, corporate-brand credibility and self-image congruence both act as moderating variables in the relationship between corporate-brand origin and purchase intention. Corporate-brand credibility is more significant in influencing consumers’ purchase intention toward the brand than perceived corporate-brand origin.     

How do economic,cultural, and global-connectedness distances moderate the effect of customers’ experiences on their intention to revisit non-indigenous restaurants? Evidence from Korean restaurants

In this study, we evaluate how the effect of customers' experiences on revisit intention for non-indigenous restaurants can be moderated by economic distance (ED), cultural distance (CD) and global-connectedness distance (GD) between the country of origin for a given non-indigenous restaurant and the customer’s resident country. Surveys were conducted in seven countries across three continents, and the levels of ED, CD and GD between Korea and the seven countries were used as moderators. The findings suggest that the types of food and staff are two elements that should be emphasized in countries that are relatively close to Korea. Conversely, elements like the atmosphere of the restaurant and word of mouth should be emphasized in countries that have greater distances from Korea. Of the three distances considered in the study, GD had the strongest moderating effect on the relationship between customers’ experiences and their intentions to return to the restaurant. As a whole, the results imply that ED, CD and GD are important points of reference when considering prior experience while selecting a target country based on the strength of the restaurant’s experience management.     

Self-concept and advertising effectiveness: The influence of congruency,conspicuousness, and response mode

It was hypothesized in this study that advertising appeals congruent with viewers' self-concept would be superior to incongruent appeals in terms of enhancing advertising effectiveness. Advertising effectiveness was operationalized as: brand memory, brand attitude, and purchase intentions. The sample consisted of 165 subjects who were exposed to four test stimuli (ads), two for automobiles and two for shampoos. One ad within a product class used an introvert appeal, and the other used an extrovert appeal. Congruence between self-concept and the brand image was determined by subjects' evaluations of themselves and the advertised brand. Ad-related tasks included remembering brand names and indicating preference and buying intention for each brand. The study results indicate that brand memory is not mediated by the extent to which advertising expressions are congruent with viewers' self-concept. However, brand preference and purchase intention were shown to be influenced by the self-congruency of an ad. © 1995 John Wiley & Sons, Inc.     

Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble?

This study examines three factors that influence consumers’ brand evaluation and purchase intention under negative celebrity information. The study is designed to investigate the effects of consumers’ perceived associative strength between celebrity endorser and brand, the role of congruence between a celebrity endorser's negative information and his/her endorsed brand, and the effects of consumers’ level of brand commitment. The study's findings suggest that congruence or “fit” between a celebrity endorser's negative information and an endorsed brand moderates a consumers’ evaluation of brand and purchase intentions. The study finds that a strong associative link between the brand and the celebrity endorser leads to lower brand evaluation as well as lower purchase intention. It also finds that consumers with a higher level of brand commitment are less likely to react negatively to a celebrity's bad publicity than are consumers with a lower level of brand commitment. Theoretical and practical implications are discussed.     

The effects of a consistent ad series on consumer evaluations

While academics and practitioners alike appear to widely hold the idea that consistent advertising campaigns can be effective in creating a positive and lasting image for a brand, little empirical evidence of these effects and their nature has been provided in the literature. In this study, we conducted two experiments in South Korea to examine the impact of the use of a consistent ad series versus (a) an inconsistent ad series and (b) multiple exposures to a single ad. We used the repetition–variation hypothesis as a theoretical basis for predicting that a consistent ad series will be more effective in enhancing the brand’s image on key brand personality dimensions, attitude towards the brand (A-Brand) and purchase intention. Results provide support for the notion that a consistent message enhances A-Brand, purchase intention and brand personality in comparison to an inconsistent ad series, and also provide initial support for the repetition–variation hypothesis.     

The moderating influence of brand image on consumers' adoption of QR-code e-wallets

In a post-pandemic era marked by thriving digital payments and e-commerce transactions due to physical distancing norms, the growth of mobile payments or E-wallets is expected to expand in tandem with the global trend toward cashless payment solutions. However, it is unclear whether this momentum would be sustained for over-the-counter (OTC) retail payments, particularly QR-code E-wallets, that are more affordable and accessible to merchants and customers than NFC-based (near field communication) systems in emerging markets. This study aims to model the interaction effects of brand image in shaping consumers’ E-wallet usage intentions. Incorporating a consumer-brand relationship element (i.e., brand image) should improve the understanding of consumers’ digital service experiences in proximity-based retail encounters. The research model was empirically tested using 305 responses from QR-based E-wallet users in the Klang Valley, Malaysia. Statistical analysis was performed using structural equation modeling (SEM) to test the hypotheses. An empirical examination of the model revealed effort expectancy, social influence, hedonic motivation, and perceived value as significant positive predictors of consumer usage intention. Furthermore, brand image was found to significantly strengthen the positive effect of perceived value and weaken the positive impact of hedonic motivation on the outcome. The study’s key contributions include reaffirming the crucial contingent role of brand image in consumer technology adoption studies and investigating consumer perceptions of QR-based E-wallets, which are expected to gain traction, especially in emerging markets. E-wallet providers should reinforce their value propositions by providing seamless, engaging, and easy-to-use experiences that improve users' brand perceptions.     

Ad Creativity via Augmented Reality Technology in Online Video Ads: the Differential Role of Novelty,Message Usefulness,and Ad-Consumer Association

This study aims to examine the role of ad creativity in YouTube video ads featuring augmented reality (AR) technology. Through an online experiment, we compared people who hold positive preexisting attitudes toward a familiar brand, people who hold negative preexisting attitudes toward a familiar brand, and people who are unfamiliar with a brand in terms of their perceived creativity of a video ad featuring AR technology. Further, we explored the differential effect of three dimensions of ad creativity, namely, message usefulness, ad novelty, and ad-consumer association, on short and long-term brand name recall, short and long-term brand message recall, ad attitudes, and brand attitudes. Results demonstrated that for a familiar brand, people’s perceived creativity of an ad is biased by their preexisting brand attitudes. For an unfamiliar brand, since people do not hold preexisting attitudes toward it, their perceived creativity of an ad for the unfamiliar brand is mostly shaped by their ad evaluations. Moreover, results revealed that the three dimension of ad creativity play different roles in ad effectiveness.     

Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers' shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer's land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers' self-image and perceived image of the online store influences trust in and attitude toward the online store. The findings provide robust support for the framework and have strong implications for theory and practice.     

Message Reframing in Advertising

Various communication techniques such as humor or two‐sided argumentation are frequently used in advertising. One technique that is common but has not been conceptualized is the deliberate change of perspective of specific product or brand attributes. Based on the reframing method used in neuro‐linguistic programming (NLP) this technique is conceptualized as message reframing, defined as a communication technique that changes the conceptual and/or emotional setting or viewpoint in relation to how a brand is experienced by placing it in a different frame that fits the same brand equally well or better. The effects of message reframing in contrast to conventional advertisements as well as in contrast to humor and two‐sided argumentation are hypothesized and tested in an experimental study. The results reveal that message reframing outplays traditional advertising techniques regarding attention toward the ad, perceived novelty, attitude toward the ad, and attitude toward the brand. Moreover, message reframing does not show the deterioration of source credibility commonly observed in humorous messages, and leads to higher attention, perceived novelty, and attitude toward the ad than two‐sided messages.     

Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective

Customer referral programs (CRPs) are widely applied as an effective means to stimulate word‐of‐mouth. While previous research mainly focuses on CRPs’ impact of acquiring new customers, this study introduces referral programs as a strategic brand management tool. In doing so, this article emphasizes what has been largely neglected by scholars: A “recommenders‐perspective.” Guided by two competing theoretical perspectives, this article proposes that the perceived congruity between a reward and the recommended brand is an essential driver of referral program performance outcomes. The results show that rewards that conform to the image of the recommended brand yield more favorable reward attractiveness perceptions. Furthermore, the authors show that reward attractiveness perceptions inevitably affect the brand customers are asked to recommend in exchange for receiving this reward. The research reported here extends the literature on judgmental evaluations resulting from schema‐based processing and provides novel insights into the design of CRPs.     

The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names

Although retailers know that brand names are important conveyors of product benefits, little is known about how subtle characteristics of brand names affect consumer attitudes and purchase intentions. This research proposes and shows that the letter case of brand names affects product attitudes and purchase intentions but that these effects depend on congruity between brand case and the gender of consumption benefits. Studies 1 and 2 show that lowercase brand names are associated with feminine characteristics while uppercase brand names are associated with masculine characteristics, as measured through judgments of name gender, gendered brand personality traits, and overall brand gender perceptions. Three additional studies demonstrate that greater congruity between brand case and the gender of consumption benefits increases product evaluations and purchase intentions. Study 3 demonstrates that greater congruity between brand case and the gender of a female consumer’s consumption goal leads her to have more favorable product attitudes. Study 4 replicates these effects by manipulating the gender of product benefits, shows that effects on purchase intentions are moderated by the consumer’s biological sex, and identifies processing fluency as the underlying mechanism. Study 5 demonstrates that brand case, rather than letter shape, drives these results. This work advances understanding of how seemingly subtle brand name characteristics affect gender perceptions and consumer behavior, with implications for brand design and positioning in the retailing industry.     

The moderating impact of perceived globalness on consumers’ purchase intentions for copycats: The pleasure of hurting global brands

Copycats or “me‐too” brands imitate prominent features of market leaders with the intention to benefit from consumers’ positive associations of the imitated brand. However, the imitated market leader can be perceived as being local (=in‐group) or global (=out‐group). Employing social identity theory, Study 1 examined the interaction between copycat strategy and perceived globalness of the brand, showing that consumers have higher purchase intentions for global copycats versus a local counterpart. Study 2 shows that the interacting effect of copycat strategy and perceived globalness is moderated by consumer ethnocentrism. Further, authors demonstrate that a global copycat elicit greater schadenfreude (vs. local brand), which in turn increases consumers’ purchase intentions. Subsequent mediation analysis shows that ethnocentric consumers experience schadenfreude upon encountering copycats of global brands, which in turn increases purchase intention, whereas low ethnocentric consumers show higher purchase intentions for local differentiated brands because they deem a copycat strategy as unacceptable. Finally, Study 3 examines whether the results from Studies 1 and 2 continue to hold for theme copycats.     

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.