Brand Affinity Research Articles

How do customers react to the integration of AI in customer experience

Artificial Intelligence is revolutionizing customer service through enhanced customization and efficiency. Processing natural language makes interactions more human-like and guarantees higher levels of customer satisfaction. With the help of AI-enabled Chatbots communication with users occurs instantaneously, answering their questions and providing immediate responses. By forecasting preferences and suggesting recommendations through the evaluation of data collected on customers, artificial intelligence improves service quality. The amalgamation of modern technology and customer service provides a smooth, personalised and linear client experience. While AI-driven chatbots and tools prove time and cost-effective, occasional delays or failures instil human hesitation. The escalating trend of integrating AI in customer service significantly enhances the overall human experience, according to various studies. However, this study aims to address a dearth of empirical research on AI-enabled customer experiences. The absence of emotional intelligence in current AI models contributes to lacklustre customer commitment and engagement. This study investigates how customers react to Artificial intelligence being integrated into the customer service industry. The study scrutinizes pivotal factors—Perceived trustworthiness, personalization, perceived ease of use, perceived usefulness, accuracy, and quality of information provided—examining their interdependence in augmenting the customer experience. This study will utilise a proposed model which utilises the stimulus, organism, and response model. Results underscore how these factors contribute to improving customer loyalty through the mediation role of customer engagement. Hence, the study reveals the interconnectedness of these factors with brand affinity and loyalty, emphasizing the importance of these factors in fostering lasting customer relationships.

DIGITAL INFORMATION’S INFLUENCE ON FORMING TOURISM EVENT IMPRESSIONS: THE INTERPLAY OF GENDER AND TOURISM TYPES

Digital information plays a crucial role in shaping tourists' expectations and impressions of potential destinations and activities. This study explores how perceptions of digital information vary across different tourism experience types (adventure, leisure, cultural) and examines the complex interactions between digital information perception and tourism engagement. A survey was conducted among tourists actively participating in various tourism types to collect data on their digital information consumption habits and their influence on their overall perceptions. The findings reveal that leisure and adventure tourists demonstrate a stronger initial reliance on digital information compared to cultural tourists. However, all tourism types exhibit negative interaction effects, suggesting diminishing returns of digital information as engagement increases. Specifically, leisure and adventure tourism show stronger positive main effects on digital information perception compared to cultural tourism. Interestingly, leisure and adventure tourism also display more pronounced negative interaction effects than cultural tourism. These insights suggest that destination marketers should employ nuanced, personalized strategies catered to specific tourism types, considering the varying levels of digital information reliance and the changing needs of tourists as their engagement progresses. For leisure and adventure tourism, this may involve front-loading comprehensive digital information, while cultural tourism may benefit from a more consistent information flow throughout the experience. These tailored approaches could enhance destination brand affinity and improve the overall tourist experience across different tourism segments.

Understanding underdog brand positioning effects among emerging market consumers: a moderated mediation approach

Purpose This study aims to explore the underdog brand biography dimensions that emerging-country consumers identify with (Study 1) and attempts to uncover the effects of these dimensions on brand affinity and purchase intention moderated by self-identity and brand trust (Study 2). Design/methodology/approach Study 1, using data from 359 young Indians, reveals three underlying dimensions integral to underdog brand biography in emerging markets. Study 2 uses an experimental setup with a single-factorial design among 332 young Mexican consumers to investigate the direct effects of three identified underdog brand biography dimensions on purchase intention, mediated by brand affinity and moderated by consumer self-identity and brand trust. Findings Study 1 reveals three dimensions underlying underdog brand biographies: unfavorable circumstances, striving in adversities and passion, and persistent will to succeed. Study 2 reveals that consumers with higher self-identity demonstrate greater purchase intentions for an underdog brand than a top dog one. Practical implications The results indicate that marketers can successfully use underdog narratives to influence consumer decision-making, thereby increasing brand affinity and purchase intention. Originality/value This study delineates the link between different dimensions of underdog brand biographies with brand affinity and purchase intention in emerging countries and builds on the understanding of the moderating role played by self-identity and brand trust.

Social Media Fashion Campaigns on Brand Engagement in Thailand

Purpose: The aim of the study was to analyze the social media fashion campaigns on brand engagement in Thailand. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on social media fashion campaigns in Thailand reveal that these campaigns significantly enhance brand engagement. Findings indicate that fashion brands leveraging platforms like Instagram and Facebook effectively engage consumers through visually appealing content and influencer collaborations. These strategies lead to higher levels of brand interaction, increased consumer loyalty, and elevated sales performance. Research highlights that campaigns tailored to local cultural preferences and trends resonate more with Thai audiences, driving greater engagement and brand affinity. Unique Contribution to Theory, Practice and Policy: Social identity theory, uses and gratifications theory & social media engagement theory may be used to anchor future studies on social media fashion campaigns on brand engagement in Thailand. Fashion brands should implement data-driven approaches to identify and collaborate with influencers who have a genuine connection with their audience. Regulatory guidelines should be developed to ensure transparency in influencer partnerships, including clear disclosures and compliance with advertising standards.

Stick to the status quo? Music and the production of nostalgia on Disney+

This article examines the production of musical nostalgia in High School Musical: The Musical: The Series (2019–23), one of the first series created for Disney’s streaming platform. On one level, the series serves as a nostalgic extension of the High School Musical franchise in its setting and narrative construction, and a nostalgic continuation of the teen-musical genre in its idealised depiction of high-school life mediated through song. At the same time, this nostalgia is coupled with an emphasis on the show’s newness: the series transposes the original film to a new format—a self-referential, multi-episodic mockumentary—and occupies a different temporal world, in which nostalgia is technologically mediated and constructed as part of the diegesis. Focusing on music, as a primary sensory input for the evocation of nostalgia, this study explores how The Series capitalises upon this nostalgia/modernity dichotomy to structure its narrative and engender brand affinity. Drawing together textual analyses of audiovisual sequences and practitioner testimony from the show’s creatives, it demonstrates how The Series uses music to develop Disney’s brand, harnessing the technological and creative promise of the Company’s proprietary streaming service, whilst simultaneously employing nostalgic strategies to reaffirm the status quo in aspects of its narrative.

Promotion Hurts Brand Personality and Consumer Responses

This study investigates the impact of promotional offers on consumer perceptions of brand personality and their subsequent behavioral intentions. Research employs a between-subjects design with two conditions: exposure to an advertisement with a promotional offer versus no offer. The results reveal that promotional offers significantly affect perceptions of several brand personality traits, notably reducing the perception of traits such as 'spirited', 'outdoorsy', and 'upper class'. Moreover, the study examines how individual differences in consumer price sensitivity and brand affinity moderate these effects, indicating that the impact of promotional offers varies across different consumer segments. Mediation analyses further demonstrate that the perceived changes in brand personality traits due to promotional offers significantly mediate the relationship between advertising conditions and consumer responses, such as willingness to pay a premium and likelihood of visiting the brand's retail outlets. These findings suggest that promotional offers can alter consumer perceptions of brand personality. This study provides essential insights for marketers on how promotional strategies can be optimized to influence consumer attitudes and behaviors effectively, offering a nuanced understanding of the interplay between promotional offers, brand personality perception, and consumer behavior.

The Influence of Personal Branding, Influencer Endorsement, and Customer Engagement on Brand Affinity in the Cosmetics Industry in Indonesia

This quantitative study explores the influence of personal branding, influencer endorsement, and customer engagement on brand affinity within the cosmetics industry in Indonesia. A sample of 176 cosmetic consumers was surveyed, and data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) path analysis. The findings reveal significant positive relationships between personal branding, influencer endorsement, customer engagement, and brand affinity. Specifically, personal branding and influencer endorsement were found to have strong positive effects on brand affinity, highlighting the importance of cultivating a distinct brand identity and leveraging influencer partnerships to resonate with consumers. Additionally, customer engagement emerged as a critical determinant of brand affinity, underscoring the value of fostering meaningful interactions and experiences with consumers. These findings provide valuable insights for cosmetic brands seeking to enhance consumer perceptions and behaviors, drive brand loyalty, and achieve long-term success in the Indonesian market.

Exploring the Revival of Nostalgia and Retro Waves in Contemporary Marketing and Contagious Communication Research—Taking Contagious Möbius Strip as an Example

This essay explores the resurgence of nostalgia and retro waves in modern marketing and their viral impact on contemporary brand strategy. Nostalgia has gained immense importance as both an emotion and a marketing tool. This study chose to investigate this topic due to its growing relevance in shaping consumer behavior and brand perception, seeking to understand how nostalgia can enhance brand engagement and consumer loyalty. Through two case studies, this study examines the real-world application of nostalgia marketing. The first case study analyzes the retro wave created by the popular TV series “Stranger Things” and how it skillfully employed elements from the STEPPS model (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to achieve successful viral marketing. The second case explores KFC China’s “Back to 1987 Prices” campaign, demonstrating how nostalgia can be leveraged on the product side to drive consumer engagement and brand affinity. The analysis dissects the strategies used in each case study, revealing the effectiveness of nostalgia in achieving viral marketing. In conclusion, this study underscores the profound significance of nostalgia marketing in contemporary brand strategies. By examining two distinct Möbius strip frameworks—Product-Based Nostalgic Marketing Möbius Strip and Media-Based Nostalgic Marketing Möbius Strip, this study unveils the enduring appeal of nostalgia in evoking consumer emotions and creating contagious marketing phenomena. Brands should grasp consumers’ emotional ties to the past to increase brand visibility, foster community, and drive long-term business growth in products and media, effectively triggering and riding the retro wave.

Revisiting brand performance metrics and its impact on customer loyalty in Indian banking sector: role of relational quality and duration

PurposeThe purpose of this study is to revisit brand performance metrics (BPMs) (brand affinity, brand content and knowledge, brand image, brand ethics and brand value) and evaluate the moderated mediation effect of relationship quality (mediator) and relationship duration (moderator) in brand performance and customer loyalty relationship in an Indian banking context.Design/methodology/approachThe research model was tested in the Indian banking sector. The primary data was collected from the 1,000 account holders of five Indian public and private banks. The data was analysed and validated using exploratory factor analysis and confirmatory factor analysis. Structural equation modelling and the Hayes process were used for testing the hypotheses.FindingsThe study results established BPMs as a four-dimensional structure comprising brand affinity, brand content and knowledge, brand image, brand ethics and brand value. The BPMs significantly positively impact relational quality (RQ) and customer loyalty. Further results also prove the existence of moderated mediation effect on BPMs and customer loyalty link and portray that the impact of BPMs on customer loyalty is mediated by the RQ and influenced by relationship duration.Research limitations/implicationsThe study is confined to the Indian banking sector. It did not examine the dimension-wise impact of brand performance indicators on RQ and customer loyalty. Future research is required to explore their influence in banking and other sectors.Practical implicationsThe study findings suggest that to enhance brand performance, banks need to follow excellence in every conduct, take immediate actions against inappropriate behaviour, consistently update their relevant and valuable contents (news, videos, white papers, e-books, case studies, FAQ’s, photos, etc.) on their websites and also introduce loyalty schemes to reimburse customers’ interests with some substantial benefits such as rebates, discounts, annual gifts and extraordinary or additional services. These strategies can pave the way for enhancing long-term quality relationships between customers and their service providers and increasing customer loyalty.Originality/valueTo the best of the authors’ knowledge, the study is a maiden attempt to assess the effect of BPMs on customer loyalty in the presence of RQ and at the value of relationship duration/length. Besides, the study results also prove the existence of moderated mediation effect and portray that the impact of customer equity and relational benefits on customer loyalty is influenced by relationship duration and mediated by RQ.

Strategic Cyber Public Relations: A Case Study of PT PLN Nusantara Power’s Engagement on Instagram

In the wake of the COVID-19 pandemic, digital communication channels, particularly social media platforms, have become pivotal for organizations worldwide. This study presents a detailed analysis of PT PLN Nusantara Power’s (PT PLN NP) strategic Cyber Public Relations (PR) activities on Instagram. PT PLN NP, a leading energy company in Indonesia, adeptly navigated the digital landscape, earning recognition as the "Most Popular BUMN Subsidiary in Digital Media." Through a comprehensive exploration of PT PLN NP’s cyber PR strategies, encompassing planning, implementation, and evaluation stages, this research provides valuable insights into effective online engagement. The study delves into the contextualization of content, emphasizing its alignment with both internal company dynamics and public interests. It highlights the importance of communication strategies, focusing on the creation of valuable, engaging content tailored to audience needs. Collaborative initiatives, involving partnerships with external entities, are examined as essential components fostering brand affinity. Additionally, the study underscores the significance of real-time interaction and connection with the audience, ensuring the company’s responsiveness and fostering a sense of community. This research offers a robust framework for organizations aiming to enhance their cyber PR efforts, emphasizing the importance of Instagram as a strategic communication tool.

How green sustainability efforts affect brand-related outcomes

PurposeUtilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.Design/methodology/approachAn online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.FindingsThe results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.Practical implicationsTo build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.Originality/valueThis study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.

The Comparison Analysis of Brand Association, Brand Awareness, Brand Loyalty and Perceived Quality of Two Top of Mind Camera Products

The purpose of this research is to compare the brand equity of Canon and Nikon cameras, which includes brand recognition, brand affinity, perceived quality, and brand loyalty. In this study, samples were drawn utilizing a non-probability sampling method and quota sampling strategy. A questionnaire with 27 statement items was utilized to gather data for the study, and 60 respondents were given it. Discriminant analysis has been used as the analytical technique in this work. The study's findings indicate that when the four aspects are taken together, there are variations in the brand equity of Canon and Nikon cameras. While the brand awareness factors for the two items are comparable, brand association variables, perceived quality, and brand loyalty are different.

The impact of celebrity politicians perceptions on political party preferences

Political parties usually try to understand the factors that affect a voter’s decision in elections. However, irrespective of voters’ preferences, studies rarely examine how voters’ attitudes toward celebrity politicians affected their party preferences, given the mediating effects of brand affinity and perceived attributes and the moderated mediating role of gender. Therefore, this study considers the effect of parties’ nominations of celebrity politicians on voters’ political party preference. Moreover, it investigates the causal relationship between those perceptions in an uprising nation against political parties. A representative national sample of one thousand two hundred sixty-nine (1269) Lebanese voters was administered via a cross-sectional survey in fifteen Lebanese districts. A stratified proportional random sampling technique was used. Findings showed that attitudes significantly affected political party preferences when nominating celebrity politicians only through brand affinity on a 90% confidence level (probability-value = 0.053 < 0.10) and perceived attributes on a 95% confidence level (0.039 < 0.05), evidencing a lack of a significant direct relationship (0.571 > 0.10). Voters’ gender conditional indirect effect was significant for females’ impact on brand affinity (0.025 < 0.05), whereas gender failed to determine voters’ indirect effect on perceived attributes (0.633 > 0.10). The results have shown that gender disparities in the brand’s emotional component could affect brand preferences.

Consumption Ideology

AbstractIdeology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption ideology as ideas and ideals that are related to consumerism and manifested in consumer behavior. Consumption ideology originates from conflicts between consumer desires and the system of consumerism. It is reflected in consumers’ lived experiences and expressed in social representations and communicative actions related to status-based consumption, brand affinity and antipathy, performed practices, and political consumption. By adapting to the market, consumers confirm the system, but when they resist, they accelerate conflicts in consumer experiences unless resistance is ideologically co-opted by the market. Three illustrative cases—upcycling, Zoom backgrounds, and the commercialization of TikTok—exemplify how the framework may be used to analyze consumption ideology and generate new research questions. The article concludes with future research programs that move beyond micro-theorizations to illuminate the broader role of ideology in contemporary consumerist society.

小米社区和花粉俱乐部的互动营销比较研究：赢得品牌亲和力视角

小米社区和花粉俱乐部的互动营销比较研究：赢得品牌亲和力视角

How the Luxury Fashion Brands Adjust to Deal with the COVID-19

Although, the luxury industry has been considered immune to uncertainty and crisis, the luxury industry is currently facing another crisis which is the COVID-19 crisis. People begin to isolate themselves and face-to-face contact becomes less and less in the hopes of stemming the spread of the virus. The COVID-19 has affected people’s daily life and the economy. In order to handle the crisis, the luxury brands implement the special marketing strategies. The aim of this study is to investigate how the luxury fashion brands do in order to overcome the COVID-19. The research conducts the inductive contents analysis. We analyze the marketing actions of top 10 luxury fashion brands in the period of coronavirus crisis. The marketing strategies are summarized as 1) the product donations, 2) the monetary donations, 3) the price adjustment strategies, 4) turning to e-retailing, 5) trustworthy communication, and 6) the fashion shows strategies. The luxury fashion brands promptly and actively conveyed the brand image and deployed the correct brand communication. They improved brand affinity through cause marketing and maintained business through online retailing and online marketing strategies.

Strategic Writing for UX: Drive Engagement, Conversion, and Retention With Every Word: Torrey Podmajersky [Book Review

This book aims to teach other user experience (UX) writers and technical communicators the content strategy that they need to “fix the words” for their companies. Pulling from her experience working at companies like Xbox, Microsoft, and Google, the author provides a digestible, practical guide to aid UX and microcopy writers in creating content that is consistent, brief, and useful within digital experiences. The author argues that the key in creating user brand affinity is having a consistent voice across a digital experience. That is why content strategists must establish voice guidelines. Strategic Writing for UX does have some drawbacks. Unfortunately, the author does not cover how junior UX writers or writers without organizational support can argue for broader overhaul of a product’s content or for implementing a content strategy. Her suggestions and examples are smart and insightful, but if a reader works for a company that would not invest in content strategy, then the writer would not have much opportunity to put the author’s suggestions to use. And, perhaps ironic for a book on UX, the book’s example illustrations are often difficult to read. Overall, the book is a straightforward how-to, which is a strong addition to the emerging field of books on UX writing and provides a strong reference for UX and microcopy writers overhauling entire products. Content strategists and technical communicators alike will benefit from keeping a copy of this book handy, particularly when it is time to argue that product writing is about more than just “fix[ing] the words.”

Consumer community cognition, brand loyalty, and behaviour intentions within online publishing communities: An empirical study of Epubit in China

Online community marketing has become an important strategy for awareness and advocacy in many different sectors, including the publishing industry. Research has confirmed its value in establishing brand awareness and strengthening brand loyalty among consumers. This study investigates the Epubit community as an example of successful community marketing to question how such tactics can be adopted more widely by publishers. Epubit is a Chinese online community for IT hobbyists and has been very successful in engaging its community since 2016. In this study, we surveyed members from the Epubit community to address several hypotheses regarding the behavioural responses of online communities. We obtained 325 questionnaires and on analysis discovered that interactivity, word‐of‐mouth, and informativity (i.e. information exchange) can influence consumers' brand affinity in the online publishing community. We conclude that publishers should emphasize member interaction, encourage user feedback, and focus on the value of shared knowledge and co‐creativity. Although this research investigates at Chinese community, the findings may have application in other regions.

The use of timing to increase personalisation, message impact and response rate

The purpose of this quantitative experimental study was to understand if the use of marketing automation utilising transaction recency compared to a mass-market approach generated statistical significance and an increased response rate. To answer this question, direct mail was used as an instrument to test this hypothesis. The study contained a sample of individuals from nine participating financial institutions. Each participant received one of two direct mail treatments, containing either time personalisation or no time personalisation. Evidence of a statistically significant relationship was found between time personalisation and consumer response, χ2 (1, N = 43,581) = 25.16, p < 0.001. The effect size for this finding, Phi, was small, 0.024. In this analysis, there was a statistically significant association between time personalisation and consumer response. The time personalisation response rate was 1.56 per cent versus a 0.99 per cent response rate for the no time personalisation treatment. Time personalisation of a communication was statistically associated with consumer response within the financial services direct mail marketing channel. This has implications for the marketing professional seeking methods for increasing customer engagement, brand affinity and profit while utilising the bank’s on-premise data and marketing automation tools.

Brand equity in Caribbean financial services: the moderating role of service providers

PurposeThe purpose of this paper is to develop an integrated model to represent how service experience (core, employee and service scale), customer satisfaction (transaction-specific and cumulative) and brand affinity influence brand equity in financial services, taking into account the moderating influence of financial service providers.Design/methodology/approachData were collected from 751 customers in three types of financial service providers (banks, insurance companies and credit unions), and analyzed with structural equation modeling and multi-group analysis.FindingsThe findings confirm the significant and positive influence of service experience, customer satisfaction and brand affinity on brand equity. Employee service experience has the strongest influence, but its impact is mediated by customer satisfaction. Brand affinity has the lowest influence on brand equity. The type of financial service provider moderates the influence of customer satisfaction on brand equity; transactional satisfaction is more important for credit unions and insurance companies, but cumulative satisfaction is higher for banks.Practical implicationsThe study is significant for three reasons. First, it reconciles branding strategies across different types of financial service providers. Second, it will help financial managers to develop and implement a more integrated approach toward building brand equity for financial service brands. Finally, it will identify specific service-related areas financial providers can target to increase customers’ preferential value.Originality/valueThe paper addresses previous concerns within brand equity studies by examining the drivers of brand equity formation in multiple financial institutions. It shows how different aspects of service experience and customer satisfaction affect brand affinity and preferential attitudes toward financial brands.