The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.     

Online brand community within the integrated marketing communication system: When chocolate becomes seductive like a person

This study proposes brand communities as an effective tool within the integrated marketing communication (IMC) system. The paper utilizes the Brand Concept Map quali-quantitative technique in order to represent and compare mental association texture within one group of non-members of a brand community versus one group of people engaged in the same community. Brand stimulus is Nutella (chocolate cream) which boasts a crowded and lively online brand community: Nutellaville. Results show that brand community is effective in terms of contribution, commonality, and complementarity within the IMC system. In particular, Nutella brand image within the online community participants is composed of some mental associations overlapping other communication tools (commonality), and by new mental associations (complementarity) referred to the brand image dimension named ‘brand as person’ (seductive, popular, reassuring); second, this anthropomorphism effect solves the issue of sense of guilt excited by chocolate (contribution).     

Why do firms delete brands? Insights from a qualitative study

Large consumer goods firms manage and market an assortment of brands and consistently deal with strategic challenges related to brand portfolio management, such as creating or acquiring brands, growing brand equity, managing brands in the portfolio and deleting brands. There is substantial research on several areas of brand portfolio management except in the area of brand deletion. This situation exists despite the fact that deleting weak brands has important implications for a firm and its brand portfolio. Therefore, it is critical to understand why firms delete brands from their portfolios. This research applies a qualitative approach using semi-structured interviews and thematic analysis in the context of firms that adopt a ‘house of brands’ brand architecture and presents findings guided by the strategic decision-making literature.     

The veto mechanism in atomic differential information economies

We establish new characterizations of Walrasian expectations equilibria based on the veto mechanism in the framework of differential information economies with a complete finite measure space of agents. We show that it is enough to consider the veto power of a single coalition, consisting of the entire set of agents, to obtain the Aubin private core. Moreover, we investigate on the veto power of arbitrarily small and big coalitions, providing an extension to mixed markets of well known Schmeidler (1972) and Vind’s (1972) results in terms of Aubin private core allocations.     

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.     

乡村旅游餐饮产品创新开发研究

在乡村旅游的带动下,乡村餐饮获得较快发展,随着乡村旅游的升级换代,乡村餐饮产品创新开发也势在必行.通过乡村餐饮资源创新性开发,让乡村餐饮逐渐成为一种新的乡村旅游吸引物,甚至是重要的卖点,进而促进乡村旅游的发展.本文分析了乡村旅游餐饮产品创新开发的必要性,并分析当前乡村旅游餐饮产品创新开发中存在的问题,在此基础上提出乡村餐饮创新开发的重点.     

基于结构方程模型的物流企业品牌培育影响因素实证研究

通过专家咨询和行业访谈，设计了物流企业品牌培育影响因素的调查问卷，并开展了深度访谈和实地调研，基于结构方程原理构建了物流企业品牌培育影响因素模型，利用AMOS17.0软件和SPSS17.0软件对获得的数据进行了测量和分析。研究认为产业支撑和资源基础是物流企业品牌创建和成长的天然土壤，同时，政府扶持政策及行业协会对品牌的经营管理，对提高物流企业品牌的知名度和价值有着至关重要的作用。     

全球价值链下中国增加值贸易的核算及网络特征研究

基于投入产出模型和社会网络分析，利用世界投入产出表相关数据，对2000—2014年中国的增加值贸易进行核算，并分析全球增加值贸易的网络特征。研究结果显示：（1）从出口目的地来看，中国向美国、日本、德国等国家的增加值出口较大；（2）从行业来看，中国的纺织业、除汽车和摩托车之外的其他产品批发业、采矿业等行业的增加值出口较大；（3）根据网络密度的计算结果，世界范围的各国（地区）贸易联系程度在增强；（4）中国的相对点度数和点强度有上升的趋势，而日本和美国有下降的趋势，说明中国在世界增加值贸易格局中的地位在提升，不过美国仍在世界增加值贸易格局中占据主导地位；（5）核心边缘分析结果表明核心国家（地区）的数目经历了先增加后减少的过程，边缘国家（地区）数目则先减少后增加。其中，中国的核心度一直在增加，日本和美国的核心度呈现下降的趋势。因此，为了扩大增加值贸易，增强国际贸易的话语权，中国政府有必要采取调整进出口税率等政策，并重视与美国等国家的双边贸易合作，以实现双赢的结果。     

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.     

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.