How does perceived firm innovativeness affect the consumer?

We present a broad-based, consumer-centric view of innovation—referred to as “perceived firm innovativeness” (PFI). PFI is conceptualized as the consumer's perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI scale and show that PFI impacts consumer loyalty via two processing routes: a functional-cognitive route and an affective-experiential route. Our results indicate that a firm needs to consider consumer perceptions of the firm as a whole, and not just new products and technologies, and take into account a functional-cognitive perspective as well as consumer emotions and experiences.     

The behavioral responses to perceived scarcity – the case of fast fashion

The literature on scarcity has generally examined consumers’ attitudes towards scarce products and suggested that scarcity messages have a positive effect on the evaluation of and attitude toward the scarce object. However, literature has largely failed to explain consumers’ feelings or reactions to human-controlled scarce environments. This study examines how deliberate product scarcity influences the consumers’ behavioral responses, and provides an understanding of consumers’ reactions to conditions of scarcity that are strategically created by marketers. The context of this study is fast fashion retailers, as they are known to create extreme human-induced scarcity. We conducted 21 face-to-face interviews with fast fashion store managers, consumers, and an industry expert. Further, observational research was also conducted to observe the consumer buying behavior across 10 different fast fashion stores. The objectives were to (1) help the interviewees think about the various strategies adopted to induce scarcity within the stores (from retailer’s perspective), (2) understanding of scarcity in these stores (from consumer’s perspective), and (3) consumers’ responses to such deliberate manipulations. All the interviewees agreed that fast fashion stores were successful in creating perceived scarcity which reflected both limited merchandise supply as well as deliberate manipulation of merchandise availability by the retailer. The findings also suggest that consumers in these perceived scarcity conditions exhibit buying behavior like urgency to buy, which further leads to deviant and competitive behaviors like in-store hoarding and in-store hiding. Though perceived scarcity, urgency to buy, and in-store hoarding was consistent across the interviews with store managers and consumers, surprisingly, the phenomenon of in-store hiding behavior did not emerge from any of the interviews conducted with store managers, but was a consistent theme across most consumer interviews.     

How reviewers’ use of profanity affects perceived usefulness of online reviews

This research explores the effects of profanity on perceptions of online reviews’ usefulness. Based on the prior research that described asymmetric attribution effects, we predict that when consumers see profanity in an online review, their reactions differ depending on the valence of the review. Specifically, when profanity is used in a negative review, it should reduce review usefulness because of decreased perceived reviewer objectivity. Among positive reviews, profanity increases review usefulness through greater perceived reviewer credibility. Through analysis of Yelp data, we show that the effect of profanity on usefulness depends on review valence. Experimentally, we demonstrate the opposing mediating effects of perceived objectivity and credibility on the usefulness of the review.     

Does customer sex influence the relationship between perceived quality and share of wallet?

This study examines the within and between sex differences on the relative importances of merchandise quality and interaction quality as drivers of behavioral loyalty (share of wallet). A sample of customers of a national retail chain serves as the study setting. The results indicate that for female customers, interaction quality and merchandise quality have equally strong total influence on share of wallet. For male customers, the total effect of merchandise quality on share of wallet is significantly stronger than the total effect of interaction quality. Across sex comparisons reveal that the total effect of interaction quality on share of wallet is stronger for female customers. However, merchandise quality exerts a stronger total influence on share of wallet for male customers. Implications of the results are discussed and avenues for future research are offered.     

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.     

Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value

Marketers often attempt to increase consumers' perceptions of value by raising the quality or reducing the price of products. Five studies demonstrate that consumers are generally more sensitive to lower-price promotions than to higher-quality promotions as they form their perceptions of retailer reputation (Study 1), that the perceived value mediates this effect (Study 2), that store image (prestigious vs. thrifty) moderates the effect (Study 3), and that perceived price level (Study 4) and quality level (Study 5) independently drive the moderating effect of store image.     

Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand–extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.     

How marketing strategy,perceived value and brand image influence WOM outcomes—The sharing economy perspective

As concepts and technology evolve, the sharing economy changes not only business management methods but also lifestyle, leisure, tourism and hospitality consumption. This research proposes an integrated empirical model that illuminates the role of shared economy perceptions on transportation tools in explaining consumer behaviour in word-of-mouth (WOM) and usage intention. In Study 1, 368 YouBike users' perspectives were examined, and the results showed that ease of use is key to promoting WOM through perceived value and brand image. Furthermore, based on 338 GoShare users' perspectives in Study 2, brand image and reputation are shown to play the critical mediating roles in linking the relationships between marketing strategy and WOM. Additionally, usage intention has important moderating roles in the WOM development process. Overall, this study helps academics and marketing decision-makers understand which critical attributes influence customers’ behaviours when implementing sharing economic concepts.     

A longitudinal examination of the effects of retailer–manufacturer brand alliances: The role of perceived fit

Abstract

One resource that has been identified as a valuable source of competitive advantage is the equity associated with an organisation's brands. Organisations devote considerable resources to developing strategies that allow them to build and/or maintain strong brand names. This study investigates brand alliances between retailers and manufacturers. The role of perceived fit between the partnering brands is explored. In addition, the study examines the influence that retailer–manufacturer brand alliances have on: retailer equity; manufacturer brand equity; the intention of consumers to frequent the stores of the retailer involved in the brand alliance (shopping intention); and the intention of consumers to purchase products from the manufacturer involved in the brand alliance (purchase intention).     

Do I know you? How brand familiarity and perceived fit affect consumers’ attitudes towards brands placed in movies

The present study uses Associative Network Theory to construct a model that explains effects of brand placement in movies. Based on a field experiment (n?=?167), we investigate the effects of plot connection and prominence on brand attitude, as well as the mediating role of brand-movie fit and the moderating role of brand familiarity. Results show that more closely connecting a brand to the plot of a movie positively impacts brand attitude by increasing the perceived fit between the brand and the movie. Brand familiarity moderates the effect of the interaction between a placement’s plot connection and prominence on brand attitude. When brand familiarity is high, there is no significant effect of plot connection on brand attitude, nor is this effect moderated by the prominence of the placement. However, when brand familiarity is low, both prominently and subtly connecting the brand to the plot of the movie positively influences brand attitude. More importantly, the effect of plot connection is significantly stronger when an unfamiliar brand is prominently placed, than when it is subtly placed.