Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit

The traditional focus on the study of cause–brand fit in cause-related marketing (CrM) is that it is a mediator variable between consumer perceptions and subsequent responses. However, the literature is not conclusive on this point. This study adopts a new perspective, considering cause–brand fit as a moderator variable rather than a direct antecedent to consumer evaluations of CrM. Thus, the main objective of this research is to examine the moderator role of cause–brand fit in the influence of two corporate associations elicited in CrM (corporate social responsibility (CSR) and corporate ability (CA) associations) on brand attitude and two behavioural consumer responses (purchase intent and support to non-profit organisation (NPO)). For this, a theoretical model is proposed, and it is estimated with a sample of 595 Spanish consumers of insurance and personal hygiene and toiletries products. Results show that when consumers perceive high social cause–brand fit, the positive influence of CSR associations on the formation of brand attitude is amplified. However, when cause–brand fit is low, brand attitude is formed via CA associations. Finally, consumer behavioural responses in favour of the brand (i.e. purchase intent) and social cause (i.e. support to NPO) are reinforced in a context of high cause–brand perceived fit.     

消费认同对品牌购买意愿的影响

消费者经常被与其社会身份相关联的产品和品牌所吸引,本文引入消费认同概念,试图揭示消费认同对品牌购买的影响机制。研究结果表明：消费认同、积极情感、否认态度对品牌选择意愿有显著正向影响,积极情感、否认态度在消费认同与品牌购买意愿之间起显著中介作用,品牌自我一致性在否认态度与品牌购买意愿之间起显著调节效应。     

品牌联合主效应研究:产品介入度视角

品牌联合战略作为推广新产品、提升品牌资产的有效方式,近年来在商业实践中得到了广泛的应用。本研究基于消费者学习理论和认知一致性理论,从产品介入度视角出发,运用实验设计、问卷调查和SEM模型,对品牌联合主效应模型和产品介入度的影响在中国商业文化环境下进行了实证检验。结果显示,联合匹配度对品牌联合主效应存在显著的正向影响,但产品匹配度对消费者联合品牌的购买意图影响并不显著;产品介入度对品牌联合主效应模型中各变量之间的关系强度有调节性的影响,这与消费者学习理论观点是一致的。     

消费者敌意对品牌来源国选择的影响

本文在文献研究的基础上,引入消费者敌意和消费者民族中心主义两个变量,探讨其对日本品牌、国产品牌和第三国品牌的产品购买意愿的影响。研究发现:消费者敌意能够强化消费者民族中心主义;消费者敌意、消费者民族中心主义与日本品牌的产品购买意愿存在负向关系;消费者民族中心主义与国产品牌的产品购买意愿存在正向关系,但对第三国品牌的产品购买意愿没有影响;消费者敌意对国产品牌和第三国品牌的产品购买意愿的影响因品牌和产品类别的不同而存在差异。     

Linking Product Evaluations and Purchase Intention for Country-of-Origin Effects

Abstract

This paper reports an experimental study concerned with the observed inconsistency between evaluative and behavioral data for country-of-origin (COO) effects. This issue is addressed by specifying conceptual relationships among three criterion variables-consumer evaluations of product quality, perceived product value, and purchase intention in the context of COO effects. The results showed that COO information had a direct effect on overall product evaluation and an indirect effect (through product evaluation) on perceived product value, which in turn determined purchase intention. In addition, purchase intention was also directly affected by brand name and price factors, but not by COO. Moreover, it was also revealed that COO and brand name had a similar impact on overall product evaluation. On the whole, this study suggests that it may be premature to claim less significant importance and role of COO information in influencing purchase intentions or behaviors. Rather, the exact nature of COO effects for behavioral consequences might be much more complex than what has been assumed in most previous studies. The present investigation represents an initial effort in providing empirical evidence of how COO information may impact evaluative and behavioral variables differently in the consumer decision process. Managerial implications of this study are discussed.     

品牌来源国和产品制造国对消费者产品质量评价和购买意愿的影响

This research explores the different effects of brand origin country and made-in country on consumers’ product evaluations and purchase intention. It is found that made-in cues have significant impacts on quality evaluation while brand origin cues influence purchase intention more prominently. Product quality is perceived lower when a brand from developed country is manufactured in developing countries, however, this may not affect consumers’ purchase intentions.      

零售业的公司品牌化趋势——基于英国零售业品牌战略演变分析

本文以英国零售业品牌战略演变为个案研究对象，提出了零售业的公司品牌化趋势的观点。同时结合文献研究进一步印证了零售业日益清晰和普遍的公司品牌化意识。最后结合零售业业务特点和公司品牌内涵对该趋势形成动因进行了充分讨论。     

Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social media use, followed by informativeness, usefulness and finally, irritation. Consumers’ attitude toward a brand's social media strongly influences consumer loyalty, awareness and purchase intention. The findings of this research provide some insights into the impact of different features of social media which will be useful for practitioners and academics interested in social media.     

An Investigation of Attitude Toward the Brand,Commitment, and True Brand Loyalty in a Cross-Cultural Context

Abstract

This study utilized data from two geographically separated cultures to investigate relationships involving antecedents to true brand loyalty. A relationship between the consumer's attitude toward the brand and a measure of expressed commitment was found to explain a significant percentage of the variance in commitment. A relationship between commitment and true brand loyalty also was found significant. Both relationships vary somewhat by product and culture. No evidence was found, however, suggesting that they could not be considered generalizable. The underlying components of brand attitude were found to vary by product and country. The culturally related differences-espe-cially those pertaining to the composition and meaning of the underlying components-have interesting managerial implications.     

网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

消费者自我概念结构维度对品牌个性的相对影响力研究

文章实证调查了消费者自我概念结构维度对品牌个性的相对影响力。问卷调查数据分析显示,在三个被研究的自我概念维度中,实际的自我概念对品牌个性具有最显著的积极影响;社会的自我概念对品牌个性也具有显著的积极影响。而理想的自我概念对品牌个性的影响未获统计学意义上的支持。另外,文章也获得品牌个性显著影响消费者品牌购买和品牌口传意图的实验证据,这些研究结果能够为实施基于消费者自我概念的品牌个性战略提供启示。     

The role of international tourist perceptions of brand equity and travel intention in culinary tourism

Brand equity is becoming increasingly important, and research has started to examine the brand equity of tourist destinations. However, little research has studied the inter-relationship between the dimensions of brand equity in culinary tourism. The purpose of this study is to examine the roles of the three aspects of brand equity in culinary tourism. The Sobel test in line with Baron and Kenny's procedure was used to test the hypotheses in a sample of 407 international tourists from 10 regions. The empirical evidence supports the process-oriented view and indicates that brand loyalty could mediate the effects of brand image and perceived quality on travel intention. The findings of this study contribute to the theoretical development of a conceptual model and fill the gap in the literature.