Brand Affect Research Articles

Understanding Brand Loyalty in Relation with Brand Affect and Brand Commitment: Evidence from Oral Care Segment

Purpose- The purpose is to examine the relationship among brand affect; brand commitment; attitudinal loyalty and behavioral loyalty for oral care segment with special reference to Delhi and NCR. Methodology: For achieving the objective the theoretical model was tested with the help of SEM. Research scale were adopted from literature and were modified for suitability. Data was gathered from 250 respondents, 83 percent response rate was recorded, using anonymously completed questionnaire. Before undertaking the analysis; pilot testing was done followed by exploratory factor analysis; reliability and validity testing; and mediation analysis was also assessed. Findings: The result indicated that, for oral care segment, brand affect have a significant influence on both attitudinal and behavioral loyalty via brand commitment. It has been concluded that brand commitment has significant impact on behavioral loyalty. Even in the low involvement category (oral care segment), consumer purchase on the basis of attached attributes of the brand and shows attitudinal loyalty has a strong and positive influence on behavioral loyalty. This study makes an attempt to explain how all these variables are interlinked and their inter-relationship. Originality: Majority of consumer behavior research has been performed in high involvement products on the other hand very limited research is available on the oral care segment. This study tries to fill this void.

Expectations matter: Evaluation of brand’s pro-environmental initiatives based on consumers’ brand schemas and brand familiarity

ABSTRACTThis manuscript focuses on how consumers evaluate a brand’s pro-environmental messages, its pro-environmental initiatives, and the brand itself as the effect of consumers’ schema-congruity and their ability to resolve incongruity. The study uses brands both familiar and unfamiliar to participants. An online experiment was conducted using 402 respondents. Findings indicated that consumers’ perceived message persuasiveness, their trust toward the brand’s pro-environmental initiatives, brand affect, attitude toward the brand, and eventually their behavioral intention were most favorable for congruent messages, followed by when incongruity was resolved and least when incongruity was not resolved. These findings were applicable to both familiar and unfamiliar brands. In addition, consumers’ attitude toward the brand before and after message exposure were different, with change being most positive for incongruity resolution for unfamiliar brands and least for incongruity nonresolution for familiar brands. The findings are important for established apparel brands that suffer from negative reputations but are willing to revitalize their images, and for new ventures who want to establish their image as pro-environmental. In addition, the findings contribute and extend theory by identifying a boundary condition for the schema-congruity theory.

How can perceived consistency in marketing communications influence customer–brand relationship outcomes?

This paper examines the impact of perceived consistency in marketing communications on customer–brand relationship outcomes. The perception of consistent message and image through different marketing communication tools is one of the basic principles of the integrated marketing communications (IMC) approach. Although literature suggests that IMC might have an influence on customer–brand relationship outcomes, empirical evidence that supports this assumption is still weak and inconclusive. Three main brand relationship outcomes are established for the purpose of the study, i.e. trust, commitment, and loyalty. The relationships between perceived communication consistency and brand outcomes are examined in a hospitality context on a sample of 452 respondents who had to evaluate fast-food brands. Structural Equation Modelling was employed as the main technique for data analysis using Partial Least Squares (PLS). Results reveal that communication consistency has a strong direct impact on brand trust and brand loyalty. Although its influence on affective brand commitment is found to be positive, it is not statistically significant. The interrelationship between three brand relationship outcomes is also corroborated. The study contributes to our understanding of the role of IMC in the relationship marketing paradigm and provides deeper insights into the impact of communication consistency on different relationship outcomes with fast-food brands.

Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice

PurposeThis paper aims to investigate the effects of hotels’ brand attributes on consumers’ (patrons’ and guests’) by fostering brand credibility and brand attachment towards the propensity of word-of-mouth. The study uses the signaling theory to assess the relationships among the constructs.Design/methodology/approachThe study adopts partial least squares structural equation modelling (PLS-SEM) approach to validate the research model and the research hypotheses. To test the hypotheses, 474 travellers in Malaysia were recruited.FindingsThe empirical results reveal that hotel attributes have direct influence on brand credibility and brand attachment. Similarly, brand credibility has direct influence on brand attachment, while brand attachment also has direct influence on word-of-mouth. Consumers’ brand credibility partially mediates the relationship between hotel attributes and brand attachment. Likewise, consumer’s brand attachment also partially mediates the relationship between hotel attributes and word-of-mouth. Last but not least, brand credibility and brand attachment sequentially mediate the relationship between hotel attributes and word-of-mouth. The theoretical and practical implications of this study are discussed together with its limitation and future research direction.Originality/valueFirst, in terms of measures, brand attachment construct is operationalised as a formative second-order construct, with three reflective variables (brand passion, self-brand connection and brand affection) as the first-order constructs. In addition, brand credibility is also operationalised as a formative second-order construct, with three reflective variables (expertise, trustworthiness and attractiveness) as the first-order constructs. On the other hand, hotel attributes construct is operationalised formatively as a higher-order abstraction of three categories of hotel facilities, which were also operationalised formatively (essential, culture compliant and in-room facilities). Second, this paper offers new insight into how brand credibility and brand attachment influence the relationship between hotel attributes and word-of-mouth. In a sustainability era, dissemination of complete and correct information is vital, to ensure consumers’ acceptance (e.g. likelihood to recommend to others). Thus, it is suggested that hotel managers to pay close attention to the role of brand credibility and brand attachment in tourists’ hotel choice, to secure sustainable brand.

A Study of Marketing Strategies of Pharmaceutical Industry in India

Indian pharmaceutical industry is growing with leaps and bound. The growth in Indian pharmaceutical companies is not only in terms of market capitalization but its affordability and availability is also appreciable. Modern day’s pharmaceutical businesses are very complex. Earlier the businesses were using easy marketing tactics to meet the needs of market. Medical products could easily build their brand status. Building brand trust, attracting purchase, creating brand affect and brand loyalty was easier. Marketing and branding revolve around media, message repetitions, recall value and creativity. 
 In present study the Indian pharmaceuticals companies’ branding techniques have been studied. It is never possible to observe the impact in general and about all the branding techniques used by companies. The study is based on a survey of 500 respondents. We have taken four hypotheses related to the issue. For the testing of hypothesis correlation (r) and multiple correlation coefficient(R) is calculated. Further we have mentioned the other findings that we came across while study that can contribute to the marketing of pharmaceutical products.

DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA?

The aim of this paper is to examine the advertising effectiveness between mobile competitive advergames and social advergames. A laboratory experiment was adopted to evaluate the advertising effectiveness of two types of mobile advergame. Under randomly assigned experimental conditions, 152 people were assigned to competitive advergames which emphasizes on the efficiency of user to complete the task, and 143 people were assigned to social advergames which emphasizes the user's task is repetitive, and even communicates with other users and collaborates to finish a goal. The results indicated that mobile competitive and social advergames exert distinct effects on advertising effectiveness. Specifically, competitive advergames enhance game attitude, whereas social advergames promote brand recall. The results also indicated that both competitive and social advergames are highly effective tools for enhancing brand attitude. The results assist in filling research gaps regarding the effect of mobile advergame type on advertising effectiveness. To cite this document: Yu-Ping Chiu, DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA? , International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.23-41, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1722

Are global brands trustworthy?

PurposeThis paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships.Design/methodology/approachIn total, 250 participants completed self-administered online questionnaires in a cross-sectional study in France. Moderated mediation and floodlight analysis were performed.FindingsBrand globalness is positively related to brand affect and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand affect is weaker for ethnocentrist consumers. Brand globalness is positively related to brand innovativeness and this, in turn, is positively related to brand trust. The relationship between brand globalness and brand innovativeness is weaker for ethnocentrist consumers.Research limitations/implicationsA limited number of fast-food brands was analyzed. Future studies should replicate the research model using different product categories to generalize the findings.Practical implicationsThis study offers new opportunities for managers concerned by the optimization of their global brands management. First, the results demonstrate the interest of managers to increase the emotional and affective aspects of their global brands to make them more trustable. Second, brand managers should also emphasize the innovative aspects of their global brand. Indeed, it is essential for practitioners not only to propose frequently new and innovative products to consumers but also to follow the latest trends in their market. The more managers provide new, useful solutions to fulfill consumers’ needs, the more consumers will trust those global brands.Originality/valueThe mediating role of brand affect and brand innovativeness in the relationship between brand globalness and brand trust gives new insights on an established relationship.

Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure

Abstract Augmented Reality (AR) enables consumers to virtually try products on their own face or surroundings in real time (e.g., make-up, furniture), which could help providing consumers a ‘try before you buy’ experience when shopping online. In an online experiment, we examined the potential positive and negative effects of online product presentation with AR, compared to two non-AR product presentations on a picture of the self or a model. Results suggest that AR enhances perceived informativeness and enjoyment of the shopping experience, as opposed to both non-AR product presentations. Consequently, perceived informativeness leads to a cognitive process which enhances purchase intention and willingness to share personal data with the brand, while perceived enjoyment leads to an affective process which enhances attitude towards the brand. At the same time, AR is perceived as more intrusive, but against expectations, this does not lead to any negative effects.

Branding with Vlogs, Factors Affecting Their Success

This study examines the culture of video blogging — its rhythm, language, and communication style and link its use to brand promotion and buying decisions. Specifically we analyze factors which help in the success of Vlog like its positioning in viewers mind, endorsement by celebrity, Ethical considerations, Benefits and its Features. And then investigated how Vlog affect Brand Promotion and customers buying decisions. Quantitative research was carried out through the use of questionnaire and collecting data of 212 respondents from Karachi. This study focused on Vlogs posted on YouTube Channel. Confirmatory factor analysis and structural equation modeling were used to analyze different variables. The result shows a strong and significant effect of factors such as Appeals, feature, ethical consideration and celebrity on Vlogging. Furthermore, strong evidence found that supported consumer buying decision and brand promotion is also influenced through Vlogs. Hence Vlog could be a major factor helping in building brands. Hence, this proves that Vlogger of Pakistan does not just life earn through it or gain fame and advantages in their daily, but they can also be part of branding strategies that are taking place through Vlogs.

Vlog and brand evaluations: the influence of parasocial interaction

PurposeThe purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.Design/methodology/approachA questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.FindingsThe authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.Practical implicationsThe findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.Originality/valueThis study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.

Assessing Customer-Based Brand Equity and Brand Competitiveness of an Electronic Company in Bangladesh

This study measures brand equity and brand competitiveness of the Minister brand in Bangladesh. The present study investigates significant difference or conformance on five dimensions of brand equity, namely perceived quality, brand awareness, brand association, brand affection, and brand loyalty based on customers’ demographic information such as gender, age, marital status and income. It also identifies significant difference or conformance on brand competitiveness based on demographics. In this study, 500 self-administered survey questionnaires were distributed to customers of Minister in Bangladesh of which 348 useful responses were returned for 69.6% valid response rate. The research data were analysed based on reliability analysis, independent samples t-tests and one-way analysis of variance (ANOVA) using SPSS-23 version software. The research findings indicate that married customers have a better perception of brand loyalty of electronic products compared to single customers. The findings also indicate that customers aged between 21-30 years are more passionate (brand affection) about electronic goods compared to other age groups. The findings are expected to provide guidelines for enhancing the level of brand equity and competitiveness in Bangladesh’s electronic industries as well as other countries.

Regional Variation in Rivalry: Canadians Really are Friendlier

Spectator sports embody social group conflict, where consumers periodically interact with opposing fans, thereby providing outlets for negative brand affect in the form of acrimony toward rivals. To assess the regional nature of rivalry, this study compared 5,145 sports consumers across the four United States Census regions and Canada, including five professional leagues. Consistent with regional personality clustering, fans of Canadian teams harbor less acrimony toward rivals, and fans of teams in the Northeastern US generally exhibit the most acrimony. When developing events and promotional partnerships, sports marketers and sponsors should recognize regional differences in how consumers react to rivals.

Factor model of social media marketing effect on brand loyalty

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

The Impact of Brand Identification, Brand Equity, Brand Reputation on Brand Loyalty: Mediating Role of Brand Affect in Pakistan

Brand loyalty has been an important factor for quite a while in marketing structure of the organizations. Organizations tend to achieve brand loyalty through employing different strategies and by engaging customers to produce a sense of belongingness among them regarding the brand. One of the major sector that has shown a great trend and growth in recent era is the apparel industry of Pakistan. However, little studies have tried to conceptualize and check the influence of brand related concepts on the brand loyalty in Pakistan. Current study has tried to check the influence of Brand Reputation, Brand Identification, Brand Equity and Brand Effect on Brand Loyalty. An important contribution of the study was to consider the brand affect as the mediating variable among the Brand Reputation, Brand Identification, Brand Equity and Brand Loyalty. 180 questionnaires were distributed among the students of the universities and the 166 valid questionnaires were considered for the data analysis giving use response rate of 92%. Correlational and regression analysis was used to check the influence of the independent variables on the dependent variable while package of Preacher and Hayes 2016 was used for the mediation analysis. Limitations and Future Directions have been discussed in the study as well.

Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses

Branded apps have attracted an increasing amount of attention as a marketing communication platform. With branded apps, companies try to create value for their brands among prospective and current customers by providing entertainment and information content. The aim of this study was to examine a) whether branded apps influence consumers' cognitive and affective brand responses, b) whether this effect is moderated by the type of branded app (i.e., information vs. entertainment), and c) to what extent enjoyment and elaboration are explanatory mechanisms for these effects. An experiment demonstrated that 1) branded apps enhanced brand responses, 2) an entertainment app evoked higher levels of enjoyment, which in turn enhanced affective brand responses, and 3) an informational app evoked higher levels of elaboration, which enhanced cognitive brand responses. Theoretical and practical implications for branded app designers and mobile advertisers are discussed.

Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity

Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (CBE), which, in turn, paves the way for advancing consumer relationships with hospitality brands, as measured through brand loyalty. As such, this study serves to enhance existing insight into customer relationship management dynamics, with a particular focus on hospitality brands. Design/methodology/approach The present study develops a theoretical framework that is empirically investigated by using confirmatory factor analysis and structural equation modelling analyses. Data were collected by using a self-administered questionnaire of 340 customers of four- and five-star hotel brands in India. Findings The results suggest value congruity as an important driver of CBI, affective commitment and CBE within hospitality brands. The results also reveal CBI to act as a significant predictor of affective commitment, CBE and brand loyalty. Furthermore, affective commitment and CBE are the significant drivers of loyalty to hospitality brands. Research limitations/implications The research is exploratory in nature and is restricted to four- and five-star hotel customers, thereby reflecting important limitations of this study. Given these issues, ample opportunities exist for further research to further explore and/or validate the reported findings. Practical implications The current research provides new insights for marketing practitioners planning or implementing long-term customer relationship management strategi3es that centre on customer–brand identification, customer–brand engagement and brand loyalty. Originality/value Despite existing insights, empirical investigation into the proposed conceptual relationships remains limited to date, particularly in the hospitality industry. By offering empirical evidence in this area, this study adds to the extant body of knowledge on CBI/CBE-centric customer relationship management.

The Impact of Salesperson Look-Brand Personality Congruence on Brand Affect : The Moderating Role of Social Anxiety

Branded service encounters, in which various aspects of frontline employees are strategically aligned with the firm’s brand positioning, can be achieved along several dimensions such as employee appearance, manner, and personality. While previous research has mainly focused on behavioral traits of employees, this research examines the employee’s physical appearance in association with the brand personality trait across two studies. Study 1 shows that salesperson look-brand personality congruence enhances brand affect by inducing positive affect. Specifically, a brand-congruent look of a salesperson increases positive affect among customers by confirming their prior expectations about what a salesperson of a certain brand should look like as a brand representative. Study 2 reveals that the positive impact of salesperson look-brand personality congruence on brand affect is significant only for customers with high social anxiety whereas this effect disappears for those with low social anxiety. These findings extend previous research on branded service encounters by showing why and when frontline employees’ physical appearance shapes customers’ affective responses toward the brand.

SOCIAL MEDIA BRAND COMMUNITY ENJOYMENT (SMBCE): SCALE CONSTRUCTION AND VALIDATION FROM AN ETIC PERSPECTIVE

The present study builds on the literature on enjoyment in marketing to construct and validate a scale that measures Social Media Brand Community Enjoyment (SMBCE). The scale is developed using six studies (with total N =1 253) with five conducted in India (development and validation) and one in Portugal (generalization). The result is a five-dimensional SMBCE scale with these dimensions: engagement, affect, fulfillment, self-expression, and participation. SMBCE was found to influence brand affect and brand attachment and was found to be influenced by openness to experience. The study has relevant theoretical and managerial implications.

Advertising and brand attitudes: Evidence from 575 brands over five years

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 billion spent on ads by 575 regular advertisers over a five-year period, approximately 37% of all ad spend measured between 2008 and 2012. Inclusion of brand/quarter fixed effects and industry/week fixed effects brings parameter estimates closer to expectations without major reductions in estimation precision. The findings indicate that (i) national traditional ads increase perceived quality, perceived value, and recent satisfaction; (ii) local traditional ads increase perceived quality and perceived value; (iii) digital ads increase perceived value; and (iv) competitor ad effects are generally negative.

The power of lurking: Assessing the online experience of luxury brand fan page followers

Despite the popularity of brand fan pages, knowledge of how following a luxury brand on social media contributes to the firm's customer relationship management efforts is still limited. Drawing on data from a survey of 206 social media followers of the Louis Vuitton brand, this study helps clarify how the content of a luxury brand fan page affects followers' engagement and thereby influences their brand relationship. The results indicate that both the hedonic and informative content dimensions are crucial to stimulating followers' active and passive participation and, ultimately, their attitudinal loyalty toward the brand. In general, passive (vs. active) participation is a stronger driver of followers' brand affect and subsequent attitudinal loyalty. In addition, the brand affect has a stronger effect than brand trust on followers' attitudinal loyalty. These results contribute to enhancing luxury brand managers' understanding of how to effectively use fan pages as a customer relationship management tool.