“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret

Extending the study of consumer-brand relationships in the post-purchase stages of consumer decision making and in situations involving unfavorable comparisons with foregone brands, this research investigates the role of consumer-brand identification on consumer responses to purchase regret. Drawing on regret theory and consumer-brand relationship literature, the authors argue that consumer-brand identification immunizes the brand from the negative consequences of purchase regret through the amplification of consumers' cognitive regret regulation and the attenuation of consumers' behavioral regret coping. An empirical study using scenario manipulation of regret for participants' favorite brands provides support to the protective role of consumer-brand identification. The results indicate that consumer-brand identification attenuates the negative effects of regret on satisfaction and behavioral intentions and strengthens the positive impact of satisfaction on brand repurchase/recommendation intent. The findings enrich regret and consumer-brand relationship theories and provide managerial insights for effective branding strategy development under conditions of intense competitive pressure.     

Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions

The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase intentions, no combination of conditions is sufficient to achieve these outcomes; (2) affective drivers have more importance than cognitive drivers for obtaining high CBI; (3) the configuration solutions for high CBI include at least two antecedents; (4) high CBI is a sufficient but not necessary condition for high Rep; (5) high Rep can also be achieved if brand-self similarity and brand identity occur; and (6) memorable brand experiences alone may be enough to obtain high Rep.     

Retailers,don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.     

Brand misconduct: Consequences on consumer-brand relationships

This paper investigates the effects of brand misconduct on a consumer-brand relationship. Brand misconduct describes a brand's behavior that disappoints consumers' expectations of the brand, for example the alleged use of child labor in soccer ball factories contracted by Adidas, Nike and Puma. Based on relationship and congruency theory, this paper develops a model to explain consumer-brand relationship and its impact on consumers' repurchase intentions. According to this model, functional congruence, actual and ideal self-congruence, partner quality and brand relationship quality represent factors determining repurchase intention. An empirical investigation with regard to jeans brands serves to test the postulated relationships in two distinct situations: before and after brand misconduct. On the one hand, the findings provide a deep insight into the consequences of brand misconduct. On the other hand, the results enable practitioners to develop sustainable brand strategies and create lasting brand preferences.     

How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior

This study proposes that Corporate Social Responsibility (CSR) practices may influence consumers’ pro-social behavior. We propose that this influence depends on the firm's motivation for CSR, and is moderated by the consumer-brand social distance. Two experiments demonstrate that consumers close to a brand become less pro-social when the firm's motivation is perceived as self-serving (vs. public-serving), whereas consumers distant from the brand are equally influenced by the CSR action regardless of the motivation behind it. A mediation analysis supported the hypothesis that this effect occurs because of consumer skepticism about the CSR action. When the firm's motivation is self-serving (vs. public-serving), consumers close to the brand become more skeptical, which decreases their intention to support a social cause. Our results contribute theoretically by showing that the positive and negative effects of CSR practices on consumers’ pro-social behavior are moderated by consumer-brand social distance. We also show the mediating role played by consumer skepticism. Moreover, we demonstrate that CSR influences consumer behavior beyond the consumer-brand dyadic relationship.     

Brand wars: consumer–brand engagement beyond client–agency fights

Engaging consumers with their brands has emerged as a priority in marketers’ agenda. Brand decision-makers share a clear representational view of consumer-brand engagement (CBE). Despite this agreement, practitioners are currently finding hard to practically achieve CBE. The clash between an ideal representation of CBE focused on consumer protagonism and its fragile execution urges a rethinking of consumer-brand relationship modes and timeframe. We argue that this clash is nurtured by the long-established conflicting relational dynamics among brand decision-makers illustrated by client–agency (CA) disputes of which consumers represent the ending-point recipient. This paper reflects on how consumer protagonism as an inherent component of CBE is currently reshaping the relation dynamics among all brand actors. We represent CBE as a relational hub resting upon a co-creation rather than a separation logic. We finally provide a pragmatic reflection on the relationship culture required by CBE among actors beyond the CA dyad.     

Consumer Brand Engagement in Social Media: Conceptualization,Scale Development and Validation

In the last three decades, an influential research stream has emerged which highlights the dynamics of focal consumer/brand relationships. Specifically, more recently the ‘consumer brand engagement’ (CBE) concept has been postulated to more comprehensively reflect the nature of consumers' particular interactive brand relationships, relative to traditional concepts, including ‘involvement.’ However, despite the growing scholarly interest regarding the undertaking of marketing research addressing ‘engagement,’ studies have been predominantly exploratory in nature, thus generating a lack of empirical research in this area to date. By developing and validating a CBE scale in specific social media settings, we address this identified literature gap. Specifically, we conceptualize CBE as a consumer's positively valenced brand-related cognitive, emotional and behavioral activity during or related to focal consumer/brand interactions. We derive three CBE dimensions, including cognitive processing, affection, and activation. Within three different social media contexts, we employ exploratory and confirmatory factor analyses to develop a reliable, 10-item CBE scale, which we proceed to validate within a nomological net of conceptual relationships and a rival model. The findings suggest that while consumer brand ‘involvement’ acts as a CBE antecedent, consumer ‘self-brand connection’ and ‘brand usage intent’ represent key CBE consequences, thus providing a platform for further research in this emerging area. We conclude with an overview of key managerial and scholarly implications arising from this research.     

Beyond the Usefulness of Branded Applications: Insights from Consumer–Brand Engagement and Self‐construal Perspectives

Branded mobile applications (apps) present one of the most promising opportunities for marketers to reach current and potential customers, sell products or services, and facilitate customer engagement with brands. This study aims to explore how branded apps influence consumers’ brand repurchase intention and continuance usage intention. Integrating the utilitarian view from information systems research and the view of consumer–brand engagement from marketing research, a complementary engagement path alongside the utilitarian path was devised and tested in order to elucidate consumer perceptions toward branded apps. Independent self‐construal and interdependent self‐construal moderate relationships along the utilitarian path and engagement path, respectively. Data collected from 637 respondents support most of the proposed hypotheses. Results show that the engagement path has more influence on continuance intention and equal influence on repurchase intention when compared to the utilitarian path. Findings show that apps users have different thoughts along each of the two paths, depending on their self‐construal. The study's findings also provide app designers and marketers with new perspectives on how to better design branded apps.     

Perceived value,transaction cost,and repurchase-intention in online shopping: A relational exchange perspective

This study proposes a framework to understand the impacts of both value-related and transaction cost-related factors on repurchase intention from online shoppers' perspective. In particular, this study defines the construct of cost as a three-component conceptualization (i.e., information searching cost, moral hazard cost, and specific asset investment). Based upon empirical evidence on a survey of 887 online shoppers, this study shows that consumers' perceived value and each cost component are positively related to repurchase intention. Importantly, information searching cost exerts the most significant influence on repurchase intentions among the four relational factors. The result suggests that providing sufficient cues to reduce consumers' information searching cost is the core element of repurchase intention formation. This article closes with theoretical and practical implications.     

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.     

Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth,psychological ownership,and self-brand congruity

As consumers become more conscious of the deteriorating state of the environment, organizations too are beginning to demonstrate their sustainable commitments in ‘green’ branding through anthropomorphism. Extant literature has not been able to holistically cover this phenomenon, especially in terms of its importance in facilitating repurchase intention. Based on this lacuna, we explore how green anthropomorphic branding can influence consumers' brand warmth and psychological ownership, which in turn, could lead to repurchase intention. We explore the impact of ‘green self-congruity’ and its influence on this relationship. By illustrating the significance of constructs such as green brand anthropomorphism, psychological ownership, brand warmth, and self-congruity in facilitating repurchase intention. We apply the notion of self-congruity and enhance the literature on green anthropomorphic brands. This research provides guidelines to brand managers of green retail, to design strategies that focus on green anthropomorphic branding, facilitating consumers' repurchase intention.     

Teens' consumer interaction styles: the impact of assertive and aggressive behaviour on attitudes towards marketing practices

Over half‐billion global teens between the ages of 13 and 18 years represent a dynamic opportunity for marketers who wish to grow their businesses and build consumer loyalty. Consumer interaction styles are the consistent behaviour patterns that individuals employ in transactions or exchanges in the marketplace. Assertiveness and aggressiveness represent two distinct interaction styles that enable individuals to achieve a desired outcome. Because teen consumers are an important consumer segment and subscribe to the notion that their voices must be heard, understanding their interaction styles is necessary for businesses and marketers. The purpose of this study was to examine teens' consumer interaction styles according to specific demographic and lifestyle characteristics and investigate the impact of assertive and aggressive interaction styles on attitudes towards marketing practices (i.e. product, retailing, advertising, and pricing). Data were collected from a US teen sample (n = 467) at both rural and urban high schools. Independent t‐tests compared the propensity of teens' assertive and aggressive consumer interaction styles according to specific demographic and lifestyle characteristics. Structural Equation Modeling using AMOS 6.0 program was performed to test the hypothesized relationships. Results indicated that an assertive interaction style was pervasive among US teen consumers, while the aggressive interaction style had disparities according to unique demographic and lifestyle characteristics. Assertive and aggressive interaction styles demonstrated negative influences on teen consumers' attitudes towards products and retailing practices. By interpreting the negative impact of teens' assertive and aggressive consumer interaction styles, marketers can develop effective strategies that appeal to this demanding consumer.     

Consumers' engagement with social media activation campaigns: Construct conceptualization and scale development

This study conceptualizes the consumers' engagement with social media activation campaigns, which are important tools in improving the interactions between brands and consumers. We offer a comprehensive definition of this construct and discuss the nature and dimensionality of it. Further, this paper reports the development and validation of a 12‐item scale for measuring the aforementioned construct. This scale development process comprises four studies. Study 1 begins by generating a pool of items and then employs both a panel of experts and some Instagram users to examine the content validity of the items. To validate the scale, this paper carries out several online surveys in subsequent studies. Study 2 uses exploratory and confirmatory factor analysis (CFA) to remove the problematic items and evaluate the dimensionality of the construct. In Study 3, we conduct iterative CFAs to purify the scale and reassess the psychometric properties of the scale. Study 4 uses structural equation modeling to test the nomological validity. Our analyses reveal that consumers' engagement with social media activation campaigns is a second‐order construct encompassing three first‐order dimensions (cognitive, emotional, and behavioral engagement). The results also support the reliability, content validity, convergent validity, discriminant validity, known group validity, and nomological validity of the engagement scale.     

Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships

This paper uses the perspective of interpersonal relationship theory to critically examine, reposition, and extend the notion of brand loyalty. Depth interviews among eight coffee-consuming adults who qualified as brand loyal by traditional criteria provide the data. The result is a deeper appreciation of the character of loyal consumer-brand relations and a sharper awareness of the limitations to understanding that current theoretical frameworks impose. Specifically, the authors suggest that: (1) not all loyal brand relationships are alike, in strength or in character; (2) many brand relationships not identified as ‘loyal’ according to dominant theoretical conceptions are especially meaningful from the cunsumer's point of view; and (3) current approaches to classification accept some brand relationships that, upon close scrutiny, do not possess assumed characteristics of ‘loyalty’ or ‘strength’ at all. Ideas stemming from a reframing of loyalty as one component in a multifaceted construct of relationship strength are put forth, encouraging a move from the metaphor of ‘loyalty’ to the broader notion of ‘relationships’ that encompasses it.     

Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

The current research is concerned with identifying and testing the role of three main predictors: consumer involvement, consumer participation, and self-expressive brand on the customer brand engagement (CBE). The customer brand engagement is treated in the current study as multidimensional constructs comprising three main aspects: cognitive processing (CP), affection (AF), and activation (AC). It was also proposed a direct influence for these three aspects of CBE on consumer-based brand equity (CBBE). Using online surveys, we gathered data from fans/followers of mobile phone service providers, via Facebook fan pages in Jordan. The data were analysed using structural equation modelling. Based on structural equation modelling analyses (SEM), it was supported that CBE aspects were largely predicted by the role of consumer involvement (INV), consumer participation (COP), and self-expressive brand (SEB). However, we find that activation impact one dimension of the CBBE dimensions, namely, brand loyalty. Further, we find that brand awareness/associations affect perceived quality but not brand loyalty. To validate the CBE scale, future studies could investigate the impact of the scale using other social media platforms for different brands. The limited amount of empirical research on CBE was the motivation behind this research. In particular, there is no study that has investigated the main predictors of CBE and its consequences over developing context by proposing and testing the association between the antecedents of CBE with the dimensions of CBE, which in turn affect the dimensions of CBBE.     

Do brands’ social media marketing activities matter? A moderation analysis

Considering the increased interest in the role that a brand's social media marketing activities (SMMA) play in providing better experiences, the current study examines associations among SMMA, brand experience, purchase intention, and attitude towards the brand. This study also assesses the customer generation (Millennials vs. Non-Millenials) and customer engagement level (high vs. low) as moderators in the SMMA-brand experience link. 413 responses were collected from individuals who follow a brand on social media and employed structural equation modelling for the analysis purpose. The results suggest an essential role of SMMA in driving brand experience, purchase intention, and attitude towards the brand. Results also establish that the SMMA-brand experience link varies across consumer generation (Millennials vs. Non-Millenials) and customer engagement level (high vs. low) with the brand's SMMA. These results aid marketers in realizing the role of consumers' generation and their engagement level relating to SMMA-brand experience relationship. The study concludes with implications, limitations, and future research avenues.     

A two-dimensional model of trust–value–loyalty in service relationships

The study examines the relationships between consumer trust (cognitive and affective), perceived value (utilitarian and hedonic), and loyalty behavioral intentions (repurchase and advocacy) in a two-dimensional (affect- and rational-based) consumer–service provider model. It provides an alternative theoretical representation of consumer behavior in service relationships and implications for service providers about consumers' loyalty intentions. A mail survey analyzed by SEM supports the model of loyalty as a function of consumers' expressive and instrumental responses resulting from intrinsic and extrinsic perceptions of trust and heuristic and rational-based perceived value. Implications for designing loyalty programs are explored and future research opportunities recommended.     

Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products

Increasingly, researchers are putting their efforts into understanding more about self-made products (e.g. reasons for purchasing these type of products). Nevertheless, it remains poorly understood as to how to effectively promote such products. Understanding whether using emotions (e.g. gratitude) in an advertisement may increase the effectiveness of advertising is still open to debate. Based on the cognitive theory of emotions, in the present study, the effect of emotional appeals on purchase intentions is explored through three experiments. Study 1 examines the effect of gratitude (vs. no-appeal) on consumer's click through behavior for self-made products. The results show that gratitude appeal poses a stronger effect on consumers' click through behavior for self-made products as opposed to no appeal. Study 2 provides further evidence of the gratitude effect (versus happiness, no-appeal) on purchase intention for self-made products in comparison to pre-made ones. Finally, Study 3 establishes desire to put in more effort as an underpinning mechanism for gratitude appeal and adds level of effort as a moderator. The findings suggest that marketers should incorporate gratitude appeal into their advertisements to increase consumers' purchase intentions by stimulating the desire to put in more effort.     

Unraveling customer repurchase intention in OFDL context: An investigation using a hybrid technique of SEM and fsQCA

This research proposes a conceptual model based on the stimulus-organism-response (S–O-R) theoretical framework which links perceived website/app quality and image (stimuli) to satisfaction and trust (organism) which in turn influence customer repurchase intention (response). The data was collected from 680 consumers via Amazon MTurk. Following Covariance based Structural Equation Modeling (CB-SEM) analysis to validate the proposed model, fuzzy set/Qualitative Comparative Analysis (fsQCA) technique was also performed. According to the findings, perceived website/app quality has a direct impact on both satisfaction and trust in online food delivery services. Additionally, customer familiarity moderates the relationship between website/app quality and repurchase intention. Next, customer reviews moderate the association between repurchase intention and trust. Holistically, this study offers significant implications for academicians, managers and policymakers. Academically, this study contributes to online food delivery literature. Practically, the results provide guidelines to marketers, managers and policymakers interested in devising marketing strategies to promote customer's repurchase intention in online food delivery context.     

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACT

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.