Effects of Chinese consumers' relationship benefits and satisfaction on attitudes toward foreign fashion brands:The moderating role of country of salesperson

The paper examines the various responses of consumers depending on the country of salesperson (COS) and to look into the effects that consumer–salesperson relationship benefits have on consumer satisfaction and brand attitude. The results suggest that consumers' perceived social benefit and functional benefit positively influenced their satisfaction with salesperson, and a significant positive effect of consumers' satisfaction with salesperson on consumers' brand attitude is found. This positive relationship was moderated by COS. These findings suggest that COS will serve as an important retail mix for global marketers. Other results and management implications are also discussed.     

Antecedents and consequences of consumers' attribution style: Measuring the impact of negative celebrity information

This study investigates the antecedents and consequences of consumers' attribution styles in the evaluation of negative celebrity information. In its evaluation of negative celebrity information, this study examines the effects of consumers' different attribution styles, level of identification with a celebrity endorser, and level of brand commitment. To test its hypotheses, the study employs a 2 × 2 × 2 between-subject factorial design. The three factors are attribution style, level of identification with a celebrity endorser, and level of brand commitment. Conducted through the Internet, the experiment recruited a total of 229 students from a southwestern university in the USA. The study found that people making dispositional attributions judged the endorsed brand more negatively than those making situational attributions. Confronted with negative celebrity information, consumers who identified highly with the celebrity were likely to maintain a positive attitude toward a brand and continue purchasing it. In the same conditions, people with high brand commitment showed more positive brand evaluation as well as higher purchase intention than people with low brand commitment. The research findings contribute to a better understanding of the effects of negative celebrity information on consumer attitudes and beliefs.     

A higher-order model of consumer brand engagement and its impact on loyalty intentions

Consumer brand engagement is increasingly gaining popularity among practitioners and academics as a prominent consumer-brand relationship construct. The emergent literature on consumer brand engagement, largely conceptual, offers various definitions of the construct, though without much consensus. We offer a novel higher-order model of consumer brand engagement that we derive from organizational psychology. We adapt the concept of employee engagement and examine its factorial validity in a consumer-brand relationship context, defining consumer brand engagement as consumers' positive, fulfilling, brand-use-related state of mind that is characterized by vigor, dedication and absorption. We develop and empirically test a three-dimensional model of brand engagement, outlining relevant antecedents and outcomes. More importantly, we assess the managerial utility of consumer brand engagement by examining its impact on consumer loyalty intentions. We additionally compare the explanatory capability of brand engagement relative to traditional consumer judgments of value, quality and satisfaction. A survey of 408 mobile phone consumers from India provided data for empirical testing. The results support the three-dimensional factor structure of consumer brand engagement. Brand engagement not only exerts a significant impact on loyalty intentions, but also explains significantly more variation in the outcome in addition to the variation explained jointly by value, quality and satisfaction. Theoretically, we offer a holistic multi-dimensional measure of consumer brand engagement, and examine key nomological relationships. Managerially, we demonstrate the explanatory capability of brand engagement in explaining consumer loyalty intentions, offering a useful tool in the relationship-building repertoire of managers.     

Attitudinal Correlates of Brand Commitment

Abstract

Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome. The model was tested across three product categories and received substantial empirical support. Implications, limitations and future research directions are discussed.     

“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.     

Self-Service Technology and the Service Encounter

Self-service technology is affecting the service encounter. The potential reduction in personal contact through self-service technology may affect assessments of consumer satisfaction and commitment, making it necessary to investigate self-service technology usage, particularly the long-term impact on consumers' relationships with service organisations. Thus, this paper presents a framework for investigating the impact of self-service technology on consumer satisfaction and on a multi-dimensional measure of consumer commitment. Illustrative quotes from exploratory in-depth interviews support the framework and lead to a set of propositions. Future research directions for testing the framework are also discussed, and potential implications of this research are outlined.     

Matching a cause with self‐schema: The moderating effect on brand preferences

The moderating roles of consumer brand involvement type and product type on the effect of a match between consumers' self‐schema and the cause a brand supports on consumers' preference for the cause‐supporting brand is investigated. The authors show that a schema–cause match enhances consumer preference for a brand engaging in cause‐related marketing when (1) consumers' involvement with the brand is of the impression‐relevant type (vs. outcome‐relevant type) and (2) when the branded product is functional (vs. hedonic). © 2011 Wiley Periodicals, Inc.     

Interactivity,Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow

This study investigates the antecedents and outcomes of consumer engagement through AR apps and suggests a new conceptual model. The purpose of the paper is to examine how consumer engagement is shaped via AR apps, which eventually leads to a positive attitude towards brand and brand usage intent. To this end, a face-to-face survey instrument was administered to 350 participants in Turkey, where participants tried an AR app and then answered a questionnaire. The structural equation modeling (SEM) and Hayes' Process analyses were applied to test the hypotheses and moderated mediation relationships. Findings showed that interactivity and inspiration are two major antecedents of consumers' flow experience. The flow experience with AR can generate favorable attitudes towards AR apps and more trust in AR apps, which trigger consumer engagement with AR apps and then improve brand attitude and brand usage intent. The outcomes of flow experience with AR (i.e., attitude and trust) mediate the relationship between flow and engagement. Although perceived usefulness increases the effect of consumers' attitudes towards AR on engagement, it has no moderating effect on the relationship between trust in AR and engagement. Furthermore, the results of Hayes' Process revealed that the indirect effect of flow on consumers’ engagement with AR through attitude towards AR is moderated by perceived usefulness. So that, if AR marketers aim to strengthen the link between consumer flow experience and engagement via attitudes towards AR, they should therefore consider enhancing the perceived usefulness of AR. Surprisingly, perceived usefulness had no moderating effect on the indirect relationship between flow and engagement via trust. Finally, this paper discusses both the theoretical and managerial implications.     

Consumer Attachments to Human Brands: The “Oprah Effect”

Human brands offer an interesting complement to product brands in that consumer attachments to human brands take on personal relationship qualities that can engender greater affiliation and loyalty. At present, one of the most powerful human brands in the developed world is that of Oprah Winfrey. This research uses the Oprah brand as a context in which to explore and expand the existing model of human brand attachment because of the enduring strength and consistency of how she has cultivated her brand. The existing model of human brand attachment identifies autonomy, relatedness, and competence as the antecedents of attachment strength. However, the expanded model in the current research introduces and validates brand personality appeal (and its sub‐dimensions of favorability, originality, and clarity) as an important moderating factor in the relationship between these antecedents of attachment and attachment outcomes. Two studies utilizing both qualitative and quantitative data investigate the impact of these factors on attachment strength as manifested in emotional attachment behaviors, markers of relationship quality, and marketplace responses in the form of brand loyalty and purchase intentions.     

Displayed emotions to patronage intention: consumer response to contact personnel performance

The impact of service on consumers' brand attitudes and patronage intentions serves to stress its importance to service marketers. This study further investigates previous research by proposing an integrative model that examines the hierarchical influence underlying emotions displayed by service personnel and the subsequent effect on consumer behavioural intention in the retail service context. Results indicate that service personnel-displayed emotion hierarchically influences consumers' emotions, satisfaction with service personnel, brand attitude, and patronage intention. Findings also reveal that brand attitude plays a critical mediating role. This work discusses implications for retail service firms and marketing executives, in addition to providing direction for future research.     

Desire,need, and obligation: Examining commitment to luxury brands in emerging markets

The availability of a wide variety of luxury brands has resulted in declining commitment toward a single brand. Enhancing brand commitment has, therefore, become a significant challenge for international businesses and marketing managers. We develop a multi–dimensional brand commitment framework underpinned by marketing, organizational, and social psychology literature streams. The simultaneous examination of brand–commitment dimensions based on consumer desire, need, and obligation in our framework offers a novel perspective that advances research on brand commitment. Our findings demonstrate stability of the framework in important emerging markets for luxury brands, namely China, India, Russia, Turkey, and Thailand. The framework, incorporating affective, continuance, and normative brand commitment dimensions, offers a conceptually robust fit. We demonstrate that each brand commitment dimension is influenced by distinct antecedents, and we show the direct and interactional impact of consumers’ emotional attachment, economic motivations, and normative pressures on purchase intentions. Supported by well-established theories in organizational and social psychology, our study offers new insights on how consumers commit to brands. We provide international brand managers with a blueprint for strengthening brand commitment across countries.     

The moderating effect of individual level collectivist values on brand loyalty

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.     

A model of consumer relationships with store brands,personnel and stores in Spain

Abstract

Relationship Marketing is an important approach to the study of exchanges. This approach puts emphasis on the development of trust, satisfaction and relational norms to obtain parties' commitment. However, there are very few studies that consider the different levels the consumer relates with. Moreover, a limited number of marketing studies include variables that are often used in economic approaches such as signalling theory, which can enrich the understanding of commercial relationships. Therefore, the proposed multidisciplinary model relates economic variables—the signals that firms send to the market—and key relational variables—satisfaction and trust—considering three relationship levels of trust and satisfaction—store brands, personnel and stores. Results show a transference process among the three levels of trust and confirm that satisfaction and signals are important antecedents of each trust level.     

Consumers' reaction to fair trade motivated price increases

Consumer perception of price increases and their reactions are a topic of great relevance for marketing research and practice. We investigate consumers' acceptance of price increases justified by higher costs due to company's corporate socially responsible activities by conducting two experimental studies. In the first study we examine perceived fairness and intentions following a price increase justified by a fair trade commitment. To assess the green attitude–behavior gap in consumer behavior our second study incorporates a real world experiment to explore actual consumer behavior against stated intentions. Our investigation adds nuance to our understanding of the effects of corporate social responsibility on consumer response to price increases. Our results reveal that a price increase due to a fair trade commitment is perceived as fair and does not have a negative impact on purchase behavior. We contrast our findings with a price increase due to higher taxes and due to profit increase. Our results demonstrate that fair trade justified price increases can skim twice the amount compared to tax justified increases. Furthermore, consumers' actual buying behavior reveals no difference to their stated intentions. Hence, prior research proclaiming an attitude–behavior gap in the context of consumers' socially responsible buying behavior has to be called into question.     

The mediating effect of satisfaction on consumers' switching intention

Most previous research on consumers' switching intention has focused on individual variables that have immediate effects on consumers' intentions or behaviors, rather than analyzing it as a complex phenomenon. This article provides evidence that some service provider behaviors precipitate relationship dissolution, whereas other behaviors create a predisposition to switch. This different effect is observed through the mediating effect of customer satisfaction. While poor service quality and low firm commitment undermine consumer satisfaction and have only an indirect effect on switching intentions, price unfairness and anger incidents have a strong effect on switching, both directly and indirectly through satisfaction. Implications are discussed for customer relationship management. © 2007 Wiley Periodicals, Inc.     

Convenience,Satisfaction, and Post-Purchase Behavior in India's Health Insurance Market

ABSTRACT

Understanding the antecedents and implications of “service convenience” has acquired added importance with consumers' growing desire for ease during product or service exchange. Although the effects of service convenience, as a first-order construct, on post-purchase behavior have been studied in different business contexts, not much has been done in the case of a second-order construct which has been attempted here. The present study seeks to examine the mediating role of consumers' satisfaction as well as the moderating role of organizational and consumer personal factors that have not been sufficiently explored in the marketing literature. Structural equation analysis is adopted to test the hypothesized relationships using responses from 424 consumers who have purchased health insurance from six leading insurers in India. The findings validated that the service convenience affects consumer satisfaction, which, in turn, plays both a direct and mediating role in influencing consumers' repurchase intention. However, the role of organizational and consumer personal factors as moderators between service convenience and consumers' satisfaction could only be established indirectly through post-hoc analysis, which calls for further research. The results have important implications for planning, designing, and managing the health insurance business.     

Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?

Extant research emphasized the role of consumer guilt and the importance of campaigns in consumers' willingness to buy domestic-made products. The antecedents of willingness to buy domestic-made products have not been well understood in literature. This is because the experience of national identity vis a vis the understanding of the consumers' guilt feeling has partly been explained. To address these concerns, we developed a survey in the context of Indian cities. We note that consumers' experience with foreign-made products is negative when they feel uncomfortable buying them, and thereby develop a feeling of guilt. Marketing managers are more likely to prepare consumers' experiences with their products by emphasizing the high or low impact of the campaign on consumers’ willingness to buy domestic-made products.     

Adolescents’ perceived brand deprivation stress and its implications for corporate and consumer well‐being

Stress can impact various aspects of a person's well‐being. While some researchers have suggested that consumption‐related activities may cause stress, no research has yet explored such stress among vulnerable, younger consumers. To better understand this phenomenon, the concept of adolescents’ perceived brand deprivation stress (BDS) is introduced as a state of tension perceived negatively by a young consumer when he or she does not have specific brands from a particular product category. In a series of three studies with adolescents aged 11–17 years, a reliable and valid measure of BDS is developed and a framework encompassing antecedents and consequences of it is tested. This research demonstrates that an adolescent's peer group compared to the media exerts the strongest influence on BDS which is also affected by product involvement and age. In turn, stress influences both brand purchase intentions and psychosomatic illnesses, with the latter being reduced by consumer self‐confidence. The studies show that BDS is real, but seemingly problematic for only a small portion of vulnerable adolescents. The findings suggest that marketers should be cautious when targeting young consumers and that educational programs aimed at developing consumer skills and confidence in adolescents are advisable.     

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?

ABSTRACT

Recently, social media have emerged as key marketing communication channels. In this context, consumers are increasingly gathering in online communities which have been identified as social-media-based brand communities (SMBBCs). However, notwithstanding scholars' attention towards SMBBCs, the role of consumers' gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to different propensities towards brand recommendation—identified as a proactive behavior towards a positive electronic word of-mouth diffusion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers' gender differences. A structural equation model has been created based on 250 surveys collected among SMBBCs of an American sportswear brand. The results showed that male consumers' BLI is influenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females' BLI.     

The effect of activity identity fusion on negative consumer behavior

Negative consumer behavior is an important research topic as it explores consumer behaviors that threaten a brand's image and financial stability. However, prior research offers conflicting findings on whether a strong consumer‐brand relationship hurts or protects a brand after a market disruption or a brand transgression. To provide clarity on this issue, this work argues that disrupting the consumer‐activity relationship motivates consumers to reaffirm and protect their identity, thereby leading to negative consumer behavior. The data reveal that, after a brand‐initiated market disruption, consumers with high activity identity fusion are more likely to spread negative word‐of‐mouth, boycott the brand, and avoid repurchasing the brand in the future. Moreover, the data suggest that high brand identity fusion protects the brand during market disruptions; therefore, prior conflicting results may be due to the fact that the consumer‐activity relationship was not accounted for. Theoretically, this work establishes that consumers' relationship with their consumption activities has significant impacts on consumer behavior. Brand managers and marketers are urged to develop strategies that focus on strengthening the consumer‐brand relationship and not the consumer‐activity relationship.