Exciting on Facebook or competent in the newspaper? Media effects on consumers’ perceptions of brands in the fashion category

Abstract

Media investments are continuously shifting from traditional media like newspapers to digital alternatives like websites and social media. This study investigated if and how media choice between the two rival channels can influence consumers’ perceptions of a novel brand. 504 Swedish retail fashion customers participated in an experiment to evaluate the identical advertisement placed either in a national newspaper or on Facebook. The results revealed that advertising in a newspaper can have a positive effect on brand equity facets and purchase intention through brand personality perceptions of being competent, while advertising on Facebook have similar effects but through perceptions of being exciting. Besides some evidence that choice between traditional and new media affects brand personality this study is one of the first attempts to incorporate media channel choice into the broader customer-based brand equity framework. The results from this particular study suggest that media channel choice should be considered from a brand equity building perspective at least in the fashion category. This study shows that different media channels could complement each other strategically, as traditional media channels still can have valuable and unique contributions to brand building through brand personality perceptions, especially for brands striving to be perceived as competent.     

The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty

Abstract

In this era, social media platform is integrated into the marketing strategy. This new technology sets out new mechanisms and communication tools that companies can rely on to interact and engage with actual and potential customers. This study aimed at exploring the impact of social media marketing activities (SMM) on brand loyalty via brand trust and brand equity. Based on an online survey of 287 users who follow telecommunications companies on social media located in Egypt, data was collected and analyzed using structural equation modeling. The results revealed that SMM activities comprise only three dimensions; trendiness, customization and word-of-mouth. These attributes of social media marketing directly influence brand loyalty and indirectly influence brand equity mediated by brand trust. The study emphasis the role of trust and provide guidance toward measuring the effectiveness of social media marketing.     

Modeling the Impact of Parasocial Interactions with Media Characters on Brand Placement Effects

The conceptualization in this article advocates for integrating media users' processing more strongly in brand placement research, with a focus on processes that grasp at the connections and interactions between media users and media characters. Starting from the Balance Model of Product Placement by Russell and Stern (2006 Russell, C.A., &; Stern, B.B. (2006). Consumers, characters, and products. A balance model of Sitcom product placement effects. Journal of Advertising, 35, 7–21.[Taylor &; Francis Online], [Web of Science ®] , [Google Scholar]), which indicates some sort of parasocial connections between viewers and characters related to the placement, recent advancements in parasocial interaction (PSI) theory and measurement are explicated to conceptualize the interactions between media users and media characters in greater detail and more adequately. This enables more in-depth hypotheses on the impact of specific PSI sub-dimensions (cognitive, affective, behavioral) on specific sub-dimensions of brand placement effects (recognition, recall, evaluation, consumer behavior).     

Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.     

‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?

Abstract

The recent trend suggests that people are more inclined to online hotel reviews to take online hotel booking decisions. The present study argues that when consumers are exposed to online hotel reviews, it draws an impression of the hotel brand in the mind of consumers, resulting in influence their hotel booking intentions. The current study determines the mediation effects of brand image between credible online hotel reviews and consumers’ hotel booking intentions. To ascertain the uni-dimensionality of the scales, the present study executes exploratory factor analysis. The ensure the internal consistency of the variable scales, the study determines Cronbach’s alpha. To measure the mediation effects, the present study performs structural equation modeling bootstrapping method. Data analysis reveals that marketers should look at hedonic brand image, which ultimately influences consumers’ hotel booking intentions. This is a unique study that ascertains the type of brand image that actually mediates between the impact of online hotel reviews and consumers’ hotel booking intentions. In addition, the paper furnishes theoretical background on how people interpret online hotel reviews and its effects.     

‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love

ABSTRACT

Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies explore brand love per se, and existing conceptualisations remain sporadic and fragmented. The purpose of the current paper is to critically assess available work on brand love, reviewing conceptualisations, measurements and key proximal constructs. Expanding upon and synthesising earlier work and conceptualisations, we develop and propose a comprehensive conceptual framework for brand love that is innovative for the following reasons. In particular, our model takes a developmental rather than a snapshot approach to capture brand love trajectories as a function of their onset and evolution; incorporates key frameworks and as such builds on interpersonal, parasocial and experiential theories; and acknowledges the important role of brand hate. Managerial implications and future research directions are discussed.     

You ruined our love story,but I just cannot hate you—A moderation–mediation analysis of past experienced brand love and brand hate

The development of the consumer–brand relationship is crucial for brands as it reflects how well a consumer is emotionally connected with the brand. However, due to unacceptable behaviour, brands have become susceptible to negative consumer–brand relationships. Given the recent importance of the negative consumer–brand relationship and its consequences, little is known about the role of previously experienced brand love. Studies support the link between strongly remembered events and experiences, customer knowledge, brand association, and consumer congruence with brands in creating long-lasting influence and deep emotion towards the brand. The study examines moderation–mediation analysis of past experienced brand love and brand hate. This research, anchored in consumer brand relationship literature, builds on an analysis of data from 207 respondents. We conducted a research survey in a South-Western European country and performed the SPSS Hayes Process macro 58 to analyse the moderating role of past experienced brand love alongside the mediating role of brand hate to test our hypotheses. The moderation results show that past experienced brand love significantly moderated the link between brand hate causes (corporate wrongdoings) and brand hate. However, there is no significant moderation influence of past experienced brand love on the consequences of brand hate causes. The study also demonstrates that brand hate mediates the link between corporate wrongdoings and violations of expectations with negative word of mouth, consumer complaints, and patronage reduction/cessation. The current study is unique in that it highlights new avenues in existing research by extending the domain in consumer–brand relationships. The findings of the study have theoretical and empirical implications for brand managers.     

Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications

Given the recent popularity of augmented reality (AR) games, such as Pokémon GO, this study explores the congruence effect of game characters and brands on brand evaluations and the underlying mechanisms of the effect. Prior gaming experience and motivations are taken into account. An experiment reveals that inexperienced gamers are likely to have more favorable evaluations of the target brands when the images of game characters match the brand images, whereas these effects disappear for experienced gamers. Furthermore, the research demonstrates that experienced gamers are more likely to hold game-specific motivations than the inexperienced, while inexperienced gamers are motivated more by social interaction for playing AR games. Lastly, a mediation analysis reveals that social interaction-related motivation mediates inexperienced gamers’ preference of character–brand congruence. This study sheds light upon how AR games can be utilized by brand communicators.     

“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)

The purpose of this research is to examine the underlying mechanisms through which social media influencers' (SMI) content characteristics (information, design, and technology quality and creativity) influence consumers' online brand-related activities (COBRAs) (consume, contribute, and create) through parasocial relationships and wishful identification. Grounded in the integration of the two-step flow theory, social influence theory, and power theory, a conceptual model is proposed and empirically tested using a sample of 263 social media users who had followed at least one social media influencer on social media. We analyzed the data using partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). The results reveal that three of the four dimensions of SMI's content characteristics, namely design quality, technology quality, and creativity are significant predictors of parasocial relationships. Design quality and creativity are significant predictors of wishful identification. Parasocial relationships and wishful identification are also identified as significant predictors of COBRAs. The results of NCA analysis also identify the proposed content characteristics as necessary factors required to foster COBRAs. This study offers valuable insights into how social media influencers can position themselves to be more effective in promoting brands and products through the curation of their social media content.     

Antecedents and consequences of brand attachment: A literature review and research agenda

Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re-purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in-depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand-related concepts; self-brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service-related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.     

The Effect of Brand Engagement and Brand Love upon Overall Brand Equity and Purchase Intention: A Moderated –Mediated Model

Abstract

In their quest for retaining or enhancing their overall brand equity, firms engage with their customers. This study investigates if brand engagement blossoms in brand love and the combined effect of brand engagement and brand love upon overall brand equity and purchase intention. A two stage analysis was done on data collected from 548 respondents through a self administered questionnaire. In the first stage the measurement model was checked for reliability and validity, while in the second one, the strength of the relationships was ascertained in the structural model. The study enables an in-depth understanding of the antecedents of brand equity. It provides valuable theoretical insights on the determinants of brand equity formation. At the same time, it explores the effect of socio demographic variables like gender and usage. Brand love and overall brand equity mediate relationships. This study proposes a new branding model by simultaneously integrating variables that have been previously researched upon; brand love, brand experience, overall brand equity and purchase intention as one comprehensive model. This paper confirms that brand love and brand engagement are second order constructs and important brand mix elements. Brand engagement and brand love relationship is moderated by usage and gender.     

Facebook fan page: the effect of perceived socialness in consumer–brand communication

Facebook has become an important platform for a brand–consumer relationship channel. The current study investigates the influence of perceived socialness and its effect on consumers’ attitude toward brands. Participants (N = 404) were recruited in a large southeast university. A 2 (socialness: high vs. low)?×?2 (feedback control: high vs. low)?×?2 (brand image: high vs. low) between-subject design was conducted. The results of this study identified three important findings. First, high (vs. low) socialness elicited higher perceived relationship commitment, brand trust, and more favorable brand attitude. Second, the effect of socialness on brand attitude was moderated by brand image (positive vs. negative). Third, the mediation analysis showed that the effect of socialness (high vs. low) on brand attitude was fully mediated by perceived relationship commitment and brand trust.     

Social Networking the Brand—An Exploration of the Drivers of Brand Image in the South African Beer Market

Social network marketing has risen to the fore as an innovative and cost effective method of reaching a target audience. However, owing to the recentness of this marketing technique, there is little scholarly research in this area, especially in emerging markets. This study considered the impact of interactivity and media richness on brand attitude and brand image in the South African beer market. It also tested whether brand involvement has a moderating effect in this regard. The empirical work was conducted through an electronic survey of Facebook fan page users. The results revealed that interactivity had a positive effect on brand attitude, whilst media richness did not. Brand involvement, tested for a moderating effect on the above relationships, was not found to be significant. As expected, brand attitude was found to be strongly linked to brand image in this context. The findings stress the importance of bidirectional communication in favor of media rich design. This suggests that marketers of beer would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages and are able to have a positive influence on brand evolution, fan pages are likely to yield positive results in social media campaigns.     

Response to social media influencers: Consumer dispositions as drivers

Brand managers use social media influencers (SMIs) to influence consumers' attitudes and intentions. However, there is still ambiguity about the mechanisms by which SMIs influence their followers, as well as the metrics by which their performance can be evaluated. The existing literature has restricted itself to consumers' purchase intentions in order to evaluate SMIs influence and is silent on the role of the consumers' individual characteristics in SMIs influence mechanisms. Based on these research gaps and to provide a clearer picture of the SMI influence mechanism to practitioners, the present study assesses the role of consumer characteristics such as their social media attachment (SMA), parasocial relationships with social media influencer (PSR-SMIs), and susceptibility to SMIs influence (SSMII) in driving consumer response to SMIs influence through SMI compliance intentions. Study 1 found the sequential mediational role of PSR-SMIs and SSMII in the SMA-SMI compliance intentions relationship. Study 2 found the same sequential mediation and demonstrated how SMI skepticism negatively moderates the relationship between PSR-SMIs and SMI compliance intentions. To the best of the authors' knowledge, this is the first time that this skepticism variable is being explored in the SMI literature.     

Negative brand meaning co‐creation in social media brand communities: A laddering approach using NVivo

Social media brand communities (SMBCs) have been heralded for their co‐creative, participatory potential whereby consumers actively contribute to the proliferation of meaningful brand avenues in a virtuously circular relationship with brands. Elevated loyalty and enhanced brand equity have been posited repeatedly as likely outcomes of a positively engaged community of brand aficionados. However, evidence to the contrary as negative brand co‐creation or brand co‐destruction has been progressively piling up in the extant literature. This paper contributes to the meaning co‐creation in SMBCs literature primarily on two grounds: first, by offering a methodological framework for adapting the laddering research technique in a mixed methods vein to SMBCs data in a thread‐specific context, by leveraging the analytical capabilities of NVivo CAQDAS software; second, by addressing bottlenecks in the applicability of the proposed methodology in light of negative brand co‐creation.     

Social media influencers and consumer engagement: A review and future research agenda

The rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer-follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.     

Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA

To advance theoretical understanding of consumer engagement on social media, this cross-cultural study evaluates how culture influences consumers’ engagement levels and activities on brand pages of social network sites. It further evaluates the underlying motivations and engagement mechanisms in two culturally distinct countries, China and the USA. Specifically, social media dependency, parasocial interaction, and community identification are examined as the key antecedents of consumer-brand engagement. The results confirm the effects of the proposed antecedents and reveal both cultural differences and similarities between Chinese and American consumers’ engagement with brand pages on social network sites.     

Creating Meaningful Brands: The Relationship Between Brand Name and Brand Mark

Marketing theorists espouse that the long-term success of a brand is contingent upon the proper selection and operationalization of brand meaning prior to market entry. Nevertheless, prior research has not addressed how to design multiple branding elements that together can convey consistent brand meaning. Results of the first study support a relationship between structural characteristics of the brand name (e.g., front vs. back vowels) and the brand mark's size, shape, and color. The second study found that brands with marks that are consistent in design with the brand name better communicate intended brand meaning. An important implication is that a properly operationalized brand may require fewer marketing expenditures to create brand image.     

Creating Online Brand Personality: The Role of Personal Difference

This study explores the concept of online brand personality, creation of online brand personality, and the role of personal difference in terms of advertising effectiveness – memory and attitude. The primary research question is whether individual's matching personality to online brand creates different responses toward online brand in terms of advertising effectiveness, such as memory, attitude and behavior. The results found that: first, website structure is an important factor on subjects' attitude toward the website; second, individual's personality is an important moderator on the effects of website structure; and third, individual's personality and brand personality have a significant interaction effect on attitude and behavioral intention.