Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions

The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors.     

Role of multidimensional customer brand engagement on customer behavior for online grocery shopping

This study aims to understand the relationship between environmental consciousness and multidimensional (i.e., cognition, affection, and activation aspects) of customer brand engagement (CBE) in relation to online grocery shopping. It also investigates the moderating effect of customer characteristics on the associations among environmental consciousness, CBE, and behavior intention. 358 Korean respondents took part in this research using an online survey to assess the impacts of multidimensional CBE for online grocery. The outcomes reveal that environmental consciousness positively influences cognition and activation aspects of CBE. Additionally, activation, affection, and cognition aspects of CBE positively affect behavioral intention. Multi-group analysis is performed to identify the difference among customers in low and high customer characteristics. In addition, by demonstrating a role for CBE, this study adds to the existing literature on online grocery. Furthermore, the outcomes of this research provide direction for building marketing strategies for online groceries for marketers and practitioners.     

地区关系文化与企业创新

作为中国文化的重要组成部分，关系文化在制度改革进程中，促进了体制约束或资源匮乏背景下的企业创新行为。然而，浓重的地区关系文化犹如无形的制度牢笼，束缚着企业创新活动。利用中国内地120个城市工业企业数据，实证考察了地区关系文化对企业创新的影响。结果显示，地区关系文化对企业创新具有显著促进作用。随着地区关系文化的发展，企业创新活动将受到抑制，两者呈现显著倒“U”型关系。进一步研究表明，地区关系文化对企业创新的倒U型效应仅在规模较大的企业中显著；相较于国有企业，该效应在非国有企业样本中更显著；企业是否属于高技术行业则对两者关系无实质性影响。     

We share; we connect: how shared brand consumption influences relational brand connections

This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.     

“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns

Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.     

Support for the underdog brand biography: Effects on consumer attitude and behavior

Conflict between favorites and underdogs is an everyday phenomenon. Research suggests that people support the underdog as they see a reflection of their own self in the person at a disadvantaged position. Two studies examine the effect of underdog brand biography in two different contexts. Study 1 provides support for the notion that underdog brand biographies for established brands elicit stronger consumer response than underdog brand biography for new brands. In study 2, a 2 × 2 between-subjects experimental design measured respondents’ reaction toward an underdog brand biography over a top dog brand biography under conditions of public versus private consumption. Results demonstrate that consumers exposed to underdog brand biographies in the private consumption condition will be more likely to respond favorably than when they are exposed to the public consumption condition. Based on the results it is suggested that advertisers make use of underdog brand biographies in case of established brands. Furthermore, choice of underdog brand narratives is likely to bring positive results under conditions of private consumption.     

土豆红豆鱼香肠的研制

鱼香肠是以鱼肉为主要原料灌制的香肠。它营养丰富、味道鲜美、风味独特,深受广大消费者喜爱,尤其是老人和儿童。鱼香肠的优点是有外包衣(畜肠衣或塑肠衣)使鱼肉与外界隔绝,流通方便,卫生条件较好,加工后可长期保存。本文通过正交实验,探讨土豆和红豆添加量对鱼肉香肠感官质量的影响,逐步确定土豆和红豆的最优添加量,最终确定了新型鱼香肠最优配比为:以鱼肉质量计,土豆添加量:37%,红豆添加量:38%,畜肉添加量:15%,板油添加量:7.5%,淀粉添加量:5.6%,精盐添加量:2.25%,咖喱粉添加量:0.43%,胡椒粉添加量:0.06%,味精添加量:0.2%。     

Culture,financial crisis and the demand for property,accident and health insurance in the OECD countries

Culture has been known to play an important role in explaining differences in consumption behaviour across countries. Yet, we know very little how it affects spending on non-life insurance products. This paper attempts to shed some light on how cultural characteristics impact the demand for property, accident and health insurance, focusing on the OECD countries in the period 2000–2017. We find, via the system generalized method of moment estimations, that cultural characteristics such as individualism, long-term orientation, masculinity and uncertainty avoidance were the drivers of the expenditure on property insurance, whereas long-term orientation, uncertainty avoidance and hypometropia explained accident and health insurance spending across the OECD countries. In the presence of the global financial crisis, cultural effects on property insurance spending turned out to be relatively minor, with the exception of individualism. These findings provide valuable information for non-life insurance companies, consumers and policy makers in the OECD countries.     

Corporate brand strategy: Drivers and outcomes of hotel industry’s brand orientation

The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.     

以“合”为贵？合作文化与企业创新

本文以2006-2015年沪深A股非金融上市公司为样本,基于上市公司网站对于企业文化的叙述和年报董事会报告两份本文,采用文本分析方法,构建两个度量企业合作文化强弱的指标,并研究企业合作文化对企业创新产出和创新效率的影响。研究发现,企业文化越强调合作,企业的创新产出越多,创新效率越高。这一结论在采用增加控制变量、利用水稻播种面积作为工具变量以及以董事长的非正常离职事件为冲击进行PSM-DID等多种方法后仍然稳健。渠道检验的结果显示,合作文化是通过提高企业内部员工的凝聚力和促进企业的“产学研”合作这两种渠道来促进企业创新。进一步的研究表明,合作文化的促进作用在竞争性行业以及地区信任程度和产业集群程度较高的地区中尤为显著。本文不仅从微观层面揭示企业文化对公司财务行为的影响机理,丰富和补充了当前方兴未艾的“文化与金融”研究,而且为国家制定建设社会主义文化强国的方针战略提供理论基础和实证支持。