Affects Brand Attitude Research Articles

Influence of Social Media Short Video Marketing on Consumer Brand Attitude

More and more people favor short videos due to their short duration, high entertainment value, ease of production and sharing, increased network speed, and coverage of mobile terminals. Short video marketing has become the primary marketing tool for businesses owning to their strong interaction, high promotion efficiency, low cost of marketing, and positive user experience. In this context, optimizing the effectiveness of short videos for marketing has gained a lot of attention. Specifically, this study examined the influence of social media short video marketing on consumer brand attitude. This study employed three independent variables, one intermediate variable, and one dependent variable, totaling five variables. The three aspects of short video marketing—interesting content, scenario-based experiences, and user participation were also assessed. The dependent variable is brand attitude, while the mediator is brand perception. 385 people who used short videos from Beijing participated in this study. After analyzing with SPSS, the study revealed that interesting content, scene-based experiences, user participation, and interaction positively affect brand attitude. Likewise, brand perception acts as an intermediary between short video marketing and brand attitude.

Why advertisers should embrace event typicality and maximize leveraging of major events

AbstractThe current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).

Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

PurposeThis study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.Design/methodology/approachThe current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.FindingsChinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.Research limitations/implicationsThe current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.Practical implicationsThis research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.Originality/valueThis study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

Inauthentic inclusion: Exploring how intention to use AI‐generated diverse models can backfire

AbstractRapid advances in AI technology have important implications for, and effects on, brands and advertisers. Increasingly, brands are creating digital models to showcase clothing and accessories in a similar way to human models, with AI used to customize various body types, ages, sizes, and skin tones. However, little is known about how the underrepresented consumers respond to a brand's intention to use AI‐generated models to represent them. We explore this by conducting four studies. We find evidence that a brand's intention to use AI‐generated (vs. human) models negatively affects brand attitude (study 1). We further investigate this effect using two different underrepresented consumer groups: LGBTQIA+ consumers (study 2) and consumers with disabilities (study 3). We show the effect to be serially mediated by consumers' perception of greater threat to their self‐identity and a lower sense of belonging, subsequently having a negative effect on brand attitude. Finally, we show that the perception of a brand's motivation for representing diverse consumer groups can attenuate these negative effects (study 4). Specifically, when consumers believe a brand is intrinsically motivated to use AI‐generated diversity representations, they report a significantly lower social identity threat which in turn is associated with a significantly higher sense of belonging to the brand. Our research findings suggest that a brand's well‐meaning intentions to represent diversity can in fact have negative effects on the very consumers whom a brand is trying to attract. While catering to diversity is of critical importance, our results indicate that brand managers should exercise caution when using AI to appeal to diverse groups of potential consumers.

The effects of brand positioning (underdog vs top dog) and comparative advertising

PurposeThe purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.Design/methodology/approachA two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.FindingsThe results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.Research limitations/implicationsThis study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.Practical implicationsThe results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.Originality/valueThere is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

Virtually authentic: examining the match-up hypothesis between human vs virtual influencers and product types

Purpose This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts. Design/methodology/approach The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit. Findings Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type. Originality/value This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

가상 인플루언서의 매력성과 소비자 태도의 관계: 몰입의 매개효과 검증

In recent years, advertisements and brand promotions using virtual influencer have been actively conducted, and this study focused on the characteristics of virtual influencer, including Attractiveness, to examine the Attractiveness of virtual influencer through previous studies and to test the hypothesis that Attractiveness has an effect on Brand attitude and Advertising attitude when mediated by Immersion. For this purpose, data were collected from university students who experienced marketing contents using virtual influencer, and Process macro was conducted to analyse the mediating effect. The results showed that virtual influencer Attractiveness partially mediated the relationship between Brand attitude and Advertising attitude. These results suggest that virtual influencer Attractiveness not only affects Brand attitude and Advertising attitude, but also positively increases consumer attitude when mediated by Immersion. This study has both academic and practical implications by examining the mediating effect of Immersion on the effect of virtual influencer Attractiveness on consumer attitudes.

THE INFLUENCE OF BRAND SIGNATURE, AWARENESS, ATTITUDE, AND REPUTATION ON PRIMEBIZ HOTEL SURABAYA’S BRAND PERFORMANCE

Brand Performance has an important role for organizations to implement and improve good services and processes. This implies that management in the organization, must continuously improve the skills and ability to maintain and enhance the growth of the organization as well as to face the challenges of today's business. This study aims to examine the relationship between brand characteristics, brand attitude, brand reputation, brand awareness, and brand performance. This study used a quantitative approach with a data collection method using questionnaires on 111 primebiz hotel surabaya consumers and processed using partial least square (SmartPLS 3.0) analysis tools. The results showed that brand characteristics affect brand attitudes, brand attitudes affect brand reputation, brand characteristics affect brand awareness, brand awareness affects brand reputation, brand awareness affects brand attitudes and brand reputation affects brand performance.

The Impact of Authenticity on Celebrity Athlete Social Media Endorsement Messaging

Abstract: The rise in celebrity athletes’ influence due to social media has had a massive effect on endorsement opportunities. Social media has given celebrity athletes an owned platform from which to leverage their audience into business opportunities, but an understanding of how authenticity affects the consumer was needed. Therefore, the purpose of this study was to determine how the perceived authenticity of celebrity athletes’ social media endorsement posts affects brand attitudes and purchase intentions. Two experiments were conducted using fictitious Twitter posts including celebrity athletes to manipulate authenticity. Study 1 established that authenticity of a post has a significant effect on brand attitudes and purchase intention. Study 2 introduced two new celebrities and one new product. The importance of authenticity remained consistent with Study 1. Additionally, the type of brand had a greater effect when the promoted product required more purchase consideration when compared to an impulse purchase. Lastly, the celebrity promoting the product was not found to be significant. This research expands on the growing stream of knowledge related to authenticity in marketing communications and confirms its vital role.

Identifying and examining the role of pop-up store design: A mixed-methods study

Pop-up store design has become critical in achieving marketing-motivated and sales-motivated goals. Nevertheless, a lack of holistic and systematic research on pop-up store design prevents retailers from evaluating and leveraging the value of design. This paper uses a mixed-methods investigation combining qualitative and quantitative approaches to classify the pop-up store design factors and examine their effects on consumer behavior. The results suggest that three dimensions of pop-up store design, namely sign, style, and layout elements, positively affect brand attitude and purchase intention through the mediating effect of store image. This research offers theoretical and managerial implications for pop-up retailing.

The Effect of Sonic Logo’s Musical Elements on Attitude Toward the Brand

ABSTRACT The purpose of this study is to investigate the effect of manipulations of Nescafe’s sonic logo musical elements on brand attitude. The research method is a 2 (tempo: fast and slow) × 2 (phrasing: legato and staccato) within-subjects experimental factorial design. Results show that different levels of tempo do not affect brand attitude. The staccato and legato sonic logo respectively cause positive and negative attitudes toward the brand. Also, the interactive mode of tempo and phrasing has affected the attitude toward the brand. Attitude in staccato phrasing at both different levels of tempo is positive in comparison with legato phrasing.

Brand Experience Affects Brand Attitude, Brand attachment, Brand Satisfaction, and Brand Loyalty On Customer Make Over

This study aims to identify the relationships between brand experience and brand attitudes, brand attachment, brand satisfaction, and brand loyalty. 177 Consumers of Make Over make up the study’s sample. The sampling strategy employs purposive sampling by choosing a sample that only consists of users of Make Over goods. The validity and dependability of the data were examined. a technique for data analysis that fuses quantitative and descriptive approaches. A structural equation model (SEM) was used in the analysis of quantitative data utilizing smart PLS software. The brand experience of Make Over cosmetic items, according to the study, influences how consumers build brand attitudes, brand attachment, brand satisfaction, and brand loyalty in both a direct and indirect manner. The findings of this study suggest that consumer experience with a brand might influence attitudes toward the brand and make consumers more loyal to it. Brand loyalty will ultimately be fueled through attachment, which will boost satisfaction. This study advances the field of brand lit- erature. Researchers and vendors can learn from this study about how to strengthen brands. Further investigation on individuals and makeup artists with a focus on individual users is advised because the survey’s responses were all from the Jakarta region and only included individual users.

Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism

As brand activism continues to move up the corporate agenda, a more comprehensive understanding of its effects is needed. This paper contributes to the evolving research by investigating moral emotions (i.e. other-praising and other-condemning emotions) as mediating factors and consumer-brand identification (CBI) as a moderator that shape consumer reactions to brand activism. Three scenario-based experiments on two divisive topics show that activist messages elicit moral emotions that determine how individuals respond to them, depending on whether or not they agree with the brand’s stance. Moreover, this effect of (dis)agreeing with the brand’s stance on brand attitude is moderated by CBI. In case of a strong identification, an activist message does not affect brand attitude as CBI attenuates the activation of moral emotions – both in the positive case of agreement and in the negative case of disagreement. Finally, brand activism may counter the brand’s social goals, as it disproportionally motivates opponents of the brand’s stand to advocate their own contrary views on the contentious issue. In sum, these findings underscore both the emotional nature of consumer reactions to brand activism and the high level of social responsibility of companies that position themselves as political actors.

Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions in Generation Z based on Theory of Reasoned Action

This study explores the concepts of brand attitude and brand loyalty among generation z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and use surveys to obtain primary data. The data obtained were then processed using SPSS and AMOS. The total respondents collected in this study were 204 generation Z people who consumed products at fast food restaurants. Variables used in this study include brand attitude, purchase intention, electronic word of mouth, and brand loyalty. The brand loyalty variable in this study will act as a renewal variable mediating between the electronic word of mouth and purchase intention variables. The results of this study show that electronic word of mouth positively affects brand attitude variable but has no effect on brand loyalty variable. Brand attitude variable has a significant impact on brand loyalty variable and purchase intention variable. Brand loyalty variable has a significant effect on purchase intention variable. These findings align with the theory of reasoned action, which states attitude that appears in a person will affect the intention shown in him. The gap in this study is brand attitude because there are differences in previous studies.

Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions in Generation Z based on Theory of Reasoned Action

This study explores the concepts of brand attitude and brand loyalty among generation z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and use surveys to obtain primary data. The data obtained were then processed using SPSS and AMOS. The total respondents collected in this study were 204 generation Z people who consumed products at fast food restaurants. Variables used in this study include brand attitude, purchase intention, electronic word of mouth, and brand loyalty. The brand loyalty variable in this study will act as a renewal variable mediating between the electronic word of mouth and purchase intention variables. The results of this study show that electronic word of mouth positively affects brand attitude variable but has no effect on brand loyalty variable. Brand attitude variable has a significant impact on brand loyalty variable and purchase intention variable. Brand loyalty variable has a significant effect on purchase intention variable. These findings align with the theory of reasoned action, which states attitude that appears in a person will affect the intention shown in him. The gap in this study is brand attitude because there are differences in previous studies.

PENGARUH BRAND SIGNATURE DAN BRAND FAMILIARITY TERHADAP BRAND ATTITUDE

This study aims to examine how brand familiarity and brand signature affect brand attitude. The knowledge gap in this study's research pertains to brand signature and familiarity with brand attitudes. Since there has never been research on brand signature and familiarity, this study fills a novelty gap in the field. The quantitative descriptive approach is used in this study. using purposive sampling as a sample method. Primary and secondary data are the sources used. 107 Scarlett brand customers participated in the study as respondents. The study's findings support the first hypothesis, according to which brand signature positively affects brand attitude. According to the second hypothesis, brand familiarity factors influence brand attitude. The third hypothesis demonstrates that brand familiarity is influenced by the brand signature variable.

정보시스템 성공모형을 이용한 피트니스 센터의 소셜 미디어 품질특성이 브랜드태도와 구매의도에 미치는 영향

The purpose of this study was to examine how quality of fitness center’s social media affects brand attitude and purchase intention for young people(N=272). Exploratory and confirmatory factor analyses and structural equational modeling(SEM) were conducted by using SPSS and AMOS. Both the quality of fitness center’s social media and brand attitude were shown to influence purchase intention. Brand attitude toward a fitness center had a direct significant impact on purchase intention while the quality of fitness center’s social media had no significant effect on purchase intention. Findings suggest that a fitness center should consider social media qualities to engage in conative actions of their customers.

Exploring the Characteristics of YouTubers and Their Influence on Viewers’ Purchase Intention: A Viewers’ Pseudo-Social Interaction Perspective

As the video content online becomes more and more diverse and rich, YouTube has become the most commonly used video platform by the public. When choosing a product brand, viewers give priority to products recommended by their favorite YouTubers. To our best knowledge, no studies in the research literature have explored the relationships between the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, YouTubers’ attractiveness, and viewers’ pseudo-social interaction with YouTubers and how these affect viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ perceptions and purchase intentions of YouTuber-recommended brands and products. Viewers’ stickiness to YouTubers, viewers’ brand attitudes toward products, and viewers’ pseudo-social interactions with YouTubers are mediating variables. A total of 435 valid questionnaires were collected. The results show that the degree of YouTubers’ self-disclosure, similarity of viewers and YouTubers, and YouTubers’ attractiveness have a significantly positive impact on viewers’ pseudo-social interaction, and viewers’ pseudo-social interaction will also have a significantly positive impact on viewers’ brand attitude and stickiness to YouTubers. Moreover, viewers’ brand attitude has a significantly positive impact on viewers’ purchase intention. The results also show that the degree of self-disclosure, similarity, and attractiveness indirectly affect brand attitudes through pseudo-social interaction as an intermediary, and the pseudo-social interaction has an indirect effect on purchase intention through brand attitudes. Finally, based on the findings, this paper focuses on the YouTube market and proposes strategies that YouTubers can improve to increase viewers’ stickiness, brand attitudes, and purchase intentions for brands and products recommended by YouTubers.

Open Innovation: Analisis Gamification terhadap Intention Of Engagement dan Brand Attitude

This study aims to analyze the effect of gamification on the intention of engagement and brand attitude. This study also aims to identify and analyze user involvement in gamification activities as an open innovation process in the field of marketing. Questionnaires were distributed to 170 respondents and analyzed using SEM-PLS. The results of this study are the dimensions of perceived enjoyment have a positive and significant effect on the intention of engagement and brand attitude. The dimensions of perceived usefulness and perceived social influence only affect brand attitude. The perceived ease of use has no significant effect on the intention of engagement and brand attitude. In the context of user participation in open innovation, collaboration between users and Shopee does not seem to have a strong level of involvement. In the protection dimension, all games presented at Shopee Games have met the element of protection of intellectual property, which indicates an element of unique ideation as part of the sustainability of open innovation practices.

Predicting young Chinese consumers' intentions to purchase Western brands: Structural model analysis.

This study aims to investigate how young Chinese consumers make purchase intentions towards Western brands under the influence of two conflicting values and CSR, which is insufficiently discussed in the current literature. Both value-attitude-behavior (VAB) and consumer cultural theories are adopted to construct the research framework. Data was collected from undergraduate students studying at a public university located in Guangzhou via WeChat and Tencent QQ. A total of 314 usable responses were analyzed by the partial least squares structural equation modeling (PLS-SEM). The empirical findings indicated that cosmopolitanism has a significantly positive effect on brand attitudes and purchase intentions; ethnocentrism has a significantly negative effect on purchase intentions, but no significant impact on brand attitudes; and corporate social responsibility (CSR) initiatives positively affect brand attitudes rather than purchase intentions. The results also revealed that brand attitudes mediate the relationship between cosmopolitanism/CSR and purchase intentions, but it does not have a mediating effect on the relationship between ethnocentrism and purchase intentions. These findings provide essential insights to the body of knowledge of international marketing in emerging markets and shed light on understanding how young Chinese consumers make purchase decisions towards Western brands. The results are useful for Western brands to effectively adjust their marketing strategies and advertising/promoting campaigns for business development purposes in the Chinese market.