Consumers' Meaning-Making of the Starbucks Boycott Campaign in the Context of the Israel-Palestine Conflict

Subject area Marketing management, brand management, brand loyalty, brand consumer behavior. Study level/applicability MBA program or the Executive Education program. Case overview Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty. Expected learning outcomes The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes enclosed.

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What do Nestle, Apple, Tesla Motors, Shell, Walmart, NFL and FIFA have in common? These companies encountered severe corporate reputational crises due to various reasons. The stories of their crises circulated on social media, compounding the brands’ reputational damage. Such crises often precipitate a range of effects that negatively impact the company’s image and corporate reputation, market share, financial stability, public trust, its brand equity and the way consumers value the brand (Spiteri and Dion 2004). Specifically, the company under a crisis could end up with severely damaged brand equity and customer value perceptions (Spiteri and Dion 2004). Coombs (2000) suggests five types of crisis—corporate misdeeds, health challenges, ethical issues, human errors and technical failures. Although crises cannot be predicted or pre-empted, knowledge on how brand equity and value perceptions change according to the crisis type can help companies in brand communication strategy towards managing reputation following a crisis. Despite the insights provided by stand-alone studies on crisis types (Coombs 2000), corporate reputation (Raithel and Schwaiger 2014), brand equity (Kim et al. 2003) and customer value (Payne and Holt 2001), the relationship between brand equity and customer value perceptions following a crisis is not yet understood. Aiming to address the above gap, the study examines the relationship between brand equity and customer-perceived value dimensions, and customer purchase intentions, for different types of corporate reputation harm. Consistent with previous studies on reputation harm (Dean 2004, Grappi et al. 2013), this study employed a scenario-based quasi-experiment consisting of real-life corporate crises based on the typology provided by Coombs (2000). For data collection, a self-administered questionnaire was designed embedding five different scenarios to represent each crisis type. Prior to the main study, a manipulation check (n = 35) revealed significant differences between the five scenarios. In the main study, respondents included a convenience sample of UK consumers (n = 323) which were evenly distributed between professionals with a degree and postgraduate university students (62 % female, 38 % males, all aged 18+). In order to reveal the differential impact of crisis types on customer value perceptions, Partial Least Squares Structural Equation Modeling (PLS-SEM)-Based Multigroup Analysis was conducted. The study’s findings show there is a significant difference in the relationship between brand loyalty and functional value/price among the different types of crisis. In two out of five crisis types—misdeeds and ethical challenges—the above relationship is significant and positive. The findings also illustrate that across different types of crises, there is a positive relationship between brand loyalty and social value and emotional value. Further, results show differences between the relationship of perceived quality and functional value/price between the crisis types. In particular, there is no significant relationship between the above for misdeeds and ethical challenges, suggesting that these two crisis types influence the consumers’ appraisal and the impact on the perception of value for money. Moreover, the results suggest that there is significant difference in the relationship between emotional value and purchase intention among the different types of corporate reputation crisis. The study makes two important theoretical contributions. First, it investigates the relationship between brand equity and customer-perceived value dimensions in the light of company crises, which has been largely overlooked in extant research. Second, it furthers knowledge on the link between organisational crisis and brand management. The interface of the two streams of literature—brand equity and value perceptions—offers a robust platform for understanding corporate reputation and its impact on a brand’s evaluation following a crisis. From a managerial perspective, given the prevalence of corporate crises, the study’s results are crucial for marketers seeking to design effective brand communication strategies after a crisis.

Sustainability goes beyond the label. It’s not just a green logo stamped on a product, but a deep commitment woven into the fabric of a brand, reflected in the actions behind the scenes. However, it reflects how the brand communicates its identity in the domestic and international markets to sustain its identity in a longer race in response to other competitive brands. India currently houses more than 1400 large textile companies and around 1.5 million small and medium enterprises. Indian celebrity apparel brands such as Rheson by Sonam Kapoor and Indian apparel brands such as Patanjali Paridhan and Craftsvilla, are successful in terms of initial launch but later end up in terms of brand growth due to a lack of brand communication and brand strategy. Whereas other brand products, such as Jaypore, Raymond and Fabindia can create an impact in terms of brand growth by combining motion graphics, artificial intelligence, cinematography, powerful visual merchandising, 3D art installations, and the art and power of storytelling to promote the identity of different products through different visual elements that speak about the product’s functionality. The purpose of this research paper is to build the brand product category’s emotional relationship with the user, extend the product’s lifespan in the customers hearts, and promote brand identity.

The Chinese fast food industry has experienced sustained growth in recent years and has secured a significant position in the global food service market. Brand attachment, the deep emotional bond between consumers and brands, has been demonstrated to accord material influence on brand loyalty and repurchase behavior. However, systematic research remains limited and explores the accurate role of brand attachment in the Chinese fast food sector. The study is based on attachment theory and has developed a theoretical model to appraise how brand attachment affects repurchase behavior. The model specifically evaluates the dual mediating roles of customer perceived value and brand loyalty, as well as the moderating role of customer perceptions of influencer marketing. Data were collected through questionnaires from 560 Chinese fast food consumers in first-tier and new first-tier cities in China. The study employed PLS-SEM for data analysis and produced the following results: (1) Brand attachment has significant positive effects on repurchase behavior, customer perceived value, and brand loyalty; (2) Brand attachment indirectly affects repurchase behavior through both customer perceived value and brand loyalty, with the two playing a dual mediating role; (3) Customer perceptions of influencer marketing significantly moderate the relationship between brand attachment and repurchase behavior. These findings offer valuable practical guidance for managing Chinese fast food brands and suggest that companies should cultivate brand attachment to improve customer perceived value and brand loyalty, finally driving repurchase behavior. Influencer marketing, as a potent brand communication tool, should be fully utilized to amplify the effect of brand attachment on consumer behavior. Further research could explore how brand attachment varies across cultural backgrounds and its effect on consumer behavior.

How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities

This study explores how brand loyalty influences Indonesians' decisions to boycott brands associated with Israel following a significant event in October 2023 that renewed global attention on the Palestine-Israel conflict. Employing a mixed-method approach, the research integrated qualitative interviews and quantitative surveys with 546 respondents, analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that brand loyalty significantly negatively affects boycott behavior, indicating that consumers with high brand loyalty are less likely to engage in boycotts. However, perceived efficacy notably moderates this relationship, as those who believe their boycott actions are effective are more likely to participate in boycotts despite their brand loyalty. In contrast, animosity, subjective norms, and counter-arguments do not significantly impact the connection between brand loyalty and boycott intentions. These findings underscore the intricate interplay between brand loyalty and consumer activism, providing valuable insights for brands addressing ethical dilemmas. To navigate political and social issues effectively, brands should strive for neutrality and uphold ethical practices to mitigate the influence of such issues on consumer behavior.

In the contemporary landscape of digital marketing, social media influencers play a pivotal role in shaping consumer behavior. This study aims to investigate the impact of social media influencer credibility dimensions on various facets of consumer behavior. Drawing from a comprehensive review of the literature, researcher identify and explore multiple credibility dimensions, including expertise, trustworthiness, attractive, and purchase intention, among others. Methodologically, this research employs a mixed-method approach, combining quantitative surveys and qualitative interviews with both influencers and consumers. The quantitative phase involves a large-scale survey to assess the relationships between credibility dimensions and consumer behaviors, such as purchase intentions, product recommendations, and brand loyalty. In contrast, the qualitative phase delves into the nuanced aspects of credibility through in-depth interviews, shedding light on the influencers’ and consumers’ perspectives. The findings of this study are expected to offer valuable insights into the dynamics of influencer marketing in the digital era. By dissecting the various dimensions of influencer credibility, researcher aim to provide marketers and brand managers with a nuanced understanding of how different facets of credibility impact consumer decision-making processes. Additionally, this research contributes to the evolving literature on influencer marketing by exploring potential moderating factors and contextual variables that may influence the credibility-consumer behavior relationship. In conclusion, this study aspires to bridge the existing gap in understanding the intricate connections between social media influencer credibility dimensions and consumer behavior, ultimately empowering businesses to develop more effective influencer marketing strategies and enhance consumer engagement in the digital age.

This study delves into the brand communication strategy and the implementation of sustainability values in the small and medium-sized fashion enterprise (SME), Lori Lurik, highlighting its success in amalgamating brand identity, sustainability, and communication strategies to foster personal and emotional connections with its consumers. Grounded in the Self-congruity Theory and the Message Planning Model, Lori Lurik consistently opts for handwoven lurik fabric as its primary material, reflecting local and cultural values. Following the principles of self-congruity, Lori Lurik successfully builds brand awareness through compelling narratives on Instagram and engaging consumers in interactive quizzes. Design innovations, such as the distinctive asymmetrical features, provide differentiation in the competitive fashion industry. The utilization of leftover production materials and a zero-waste packaging strategy underscores the commitment to sustainability, while challenges in leveraging influencers serve as crucial considerations for enhancing brand awareness. This research contributes practical insights for similar SMEs, emphasizing the importance of integrating sustainability values and communication strategies to strengthen brand images in dynamic markets.

Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning and communication strategies during the COVID-19 pandemic outbreak and of understanding the engagement of brands' followers during that period. The study included four brands of large Brazilian companies and comprised the analysis of brands' feed on Instagram during the first five weeks of the outbreak in Brazil. Findings enable to identify two distinct profiles: unprepared brands and leading brands. The chapter provides valuable clues for both managers and researchers dealing with crisis communication.

Although the literature on crisis communication is quite vast, business communication related to global crises (e.g., natural disasters) is largely unexplored. This chapter aims to fill this gap and shed light on brand communication strategies during a pandemic. A netnographic study was carried out with the purpose of identifying brand positioning and communication strategies during the COVID-19 pandemic outbreak and of understanding the engagement of brands' followers during that period. The study included four brands of large Brazilian companies and comprised the analysis of brands' feed on Instagram during the first five weeks of the outbreak in Brazil. Findings enable to identify two distinct profiles: unprepared brands and leading brands. The chapter provides valuable clues for both managers and researchers dealing with crisis communication.

Researchers in consumer behavior have long been interested in the brand commitment of external consumers but paid fairly limited attention to that of internal consumers (i.e. employees), leaving the full picture of brand management undermined. To fill the gaps in the literature, this study employs a multilevel analysis and a dyadic data collection approach to identify antecedents of employees’ brand commitment. More specifically, the study addresses the self-congruity theory to explore individual-level factors, including employees’ perceived own brand image and person-brand fit, and the social information processing (SIP) theory to examine the group-level factor, i.e. team behavioral integration, and its effects on employees’ own brand commitment, which in turn advances brand citizenship behavior. Analytical findings based on a sample collected from Taiwan and U.S. support our theoretically-derived model. The study contributes to the branding and internal marketing literature by an examination of how psychological and social contexts shape employees’ attitude towards own brand commitment and their consequential brand citizenship behaviors.

This study investigates the relationship between emotional intelligence, brand communication strategies, consumer brand perception, and customer loyalty within the context of PT. Lautan Luas Tbk. Through quantitative analysis utilizing Smart PLS, data was collected from a sample of 80 individuals using random sampling techniques. The results reveal significant direct effects of emotional intelligence and brand communication strategies on consumer brand perception and customer loyalty, as well as significant indirect effects of both emotional intelligence and brand communication strategies on customer loyalty through consumer brand perception. Specifically, higher levels of emotional intelligence among marketing staff and effective brand communication strategies positively influence consumer brand perception, subsequently leading to increased customer loyalty. These findings emphasize the importance of emotional intelligence and strategic brand communication in cultivating strong brand-consumer relationships and driving sustainable business growth.

Aim/Purpose: This study aimed to investigate the influence of social media usage on fundamental branding impacts, i.e., Consumer Engagement, Brand Awareness, Brand Image, and Brand Loyalty. Its objectives included both direct and indirect effects of social media usage on the above variables.Ultimately, this study aimed to produce empirically based information on how organizations can strategically use social media sites to increase brand capital in the digital age. Introduction/Background: As the world has become increasingly digitalized, social media websites have emerged as important tools for organizational strategy, allowing consumer interaction, facilitating brand recognition, and building consumer loyalty. Social media platforms such as Facebook, Instagram, and X (Twitter) offer brands immense opportunities for interacting with target markets and constructing brand communities. But whereas there is broad recognition of the strategicimportance of social media in modern marketing theory, the specific causal mechanisms by which social media usage affects important metrics like brand awareness and loyalty are not well understood. This study addresses this gap in the literature by rigorously examining the effect of social media usage on fundamental branding constructs and consequent consumer attitudes and behaviors. Methodology: A quantitative research design was employed in this study, and Structural Equation Modeling (SEM) was used to rigorously test hypothesized relations among Social Media Usage (SMU) and specified brand-related outcomes. Data were collected from a sample of 300 Thai social media users recruited through a non-probability convenience sampling technique. A carefully crafted web based questionnaire survey was employed to determine respondents' attitudes regarding SMU, consumer engagement, brand reputation, brand awareness, and brand loyalty factors. Data thus gathered were subsequently readied for SEM to analyze the estimated direct and indirect effects hypothesized in the theory framework and thereby evaluate how social media usage translated to the brand's performance indicators. Findings: Statistical analysis revealed strong empirical evidence regarding the effects of social media usage. Findings indicate that SMU positively and significantly affected consumer engagement, brand reputation, and brand image. These, in turn, were revealed to positively affect brand loyalty. Specifically, path analysis indicated that social media behavior strongly predicted increases in brand awareness (β = .70, p < .01) and improvements in a brand image (β = .33, p < .01). Moreover, consumer engagement, found to be influenced by social media usage, was also identified as a mediating variable that significantly influenced the relationship between SMU and brand loyalty. Additionally, the analysis confirmed brand image and brand awareness as key antecedents, positively predicting brand loyalty. The findings collectively supported the central role of strategically using social media in building brand visibility, creating favorable brand perception, and ultimately inducingconsumer loyalty. Contribution/Impact on Society: The current research is an essential contribution to the literature in the area of social media marketing, since it presents robust empirical evidence for the direct and indirect effects brought about by social media usage on significant brand-related consequences. The findings specifically elucidated the role of consumer engagement as a mediator in the process towards stronger brand loyalty. Moreover, the study prescribes and examines a model charting the nomological network among SMUs, brand awareness, brand image, consumer interaction, and brand loyalty. The results hold practical importance to marketing managers and firms dedicated to refining and optimizing their social media campaigns to improve branding efficiency and ensure competitive advantage in contemporary marketplaces. Recommendations: Empirical findings suggest that firms should invest in engaging social media content designed to stimulate active user interaction, thereby enhancing brand visibility and positive perceptions. Maintaining consistent brand messaging across digital touchpoints and strategically leveraging user-generated content is crucial for fostering authenticity and trust. Furthermore, social media campaigns should be planned to simultaneously improve both brand awareness and consumerengagement, which are essential antecedents for building sustainable brand loyalty. Limitations of the Study: This research had certain built-in limitations worth mentioning. First, reliance on self-reporting enables response biases, and the application of a non-probability convenience sampling process may constrain the generalizability (external validity) of the outcome outside of the selected sample that was surveyed. Furthermore, the sample was confined to active social media users and so may not be representative of the attitudes or behaviors of the general consumer populace. Finally, the application of a cross-sectional research design inevitably precludes firm causal connections between the variables of interest; reported associations should accordingly be viewed circumspectly in causal terms. Future Research: Acknowledging current limitations, future research directions include: 1) Implementing longitudinal studies to examine temporal processes and potential causal effects of social media engagement on brand loyalty development over time; 2) Comparing the heterogeneous impacts of different social media platform types (e.g., Instagram vs. Twitter) on branding metrics like awareness, image, and loyalty; 3) Using qualitative techniques (e.g., interviews, focus groups) to gaindeeper understanding of subjective consumer experiences and motivations involved in social media engagement and loyalty formation.

This study aimed to empirically investigate the effects of influencer characteristics on brand trust, attachment and loyalty among social networking service (SNS) sportswear consumers and provide baseline information for influencer marketing strategies for sportswear brands targeting Millennials and Generation Z (MZ Generation). We surveyed users exposed to influencer marketing by sportswear brands on SNS using convenience sampling. The collected data was analyzed using descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 29.0. The results show that credibility and intimacy have a significant impact on brand trust, attachment and loyalty among influencer characteristics. Additionally, brand trust not only strengthens brand attachment but also contributes to higher brand loyalty. Furthermore, brand attachment plays a crucial role in solidifying brand loyalty highlighting the interconnectedness of these factors in shaping consumer behavior. These findings have strategic implications for sportswear brands looking to increase loyalty among MZ Generation consumers in the future by formulating effective social media influencer marketing strategies. Sportswear brands can tailor their influencer marketing approaches to better resonate with MZ Generation consumers on SNS, ultimately enhancing brand loyalty by leveraging these insights.