Brand Attitude Formation Research Articles

Does Social Media Use Affect Consumers' Purchase Intention

In an era of the widespread use of technology and digital connectivity the social on consumer behavior, particularly in relation to purchasing decisions, has become a highly significant. This explores the intricate connection between adolescents' use of social media and their inclination towards making purchases. Adolescence is a crucial stage where individuals shape their identities and consumption patterns due to significant cognitive and emotional development. The rapid rise of social media platforms has blurred the line between personal content and advertising, resulting in adolescents being exposed to their perceptions of what is desirable and normal when it comes to consumption. This research investigates various aspects of how social media affects adolescents' intention to, sociocultural, and economic factors, idealized portrayals of lifestyles and possessions social media can create aspirations that surpass one's financial means, leading to feelings of inside financial strain. Additionally, this study examines how social media mediates consumer engagement, industry-specific influences, trust-building processes through peer communication channels across different countries' perspectives as well as brand attitude formation among teenagers who are consumers with unique dynamics. Collectively, these investigations shed light on the complex media usage while providing valuable insights for businesses aiming to effectively leverage.

Beyond Affect Transfer: Attribute Associations in Video-Game Brand Placements and Their Impact on Brand Attitudes

Brand placements are omnipresent in video games. However, when and how they influence players’ brand attitudes is still insufficiently understood. Whereas previous research argued that positive affect transfers from the game to the placed brands and elevates brand attitudes, we propose and test that players form associations of the placed brands with specific attributes depending on the specific placement context. In a 2 × 2 within-subjects experiment with a third-person adventure game (N = 76), we strategically placed brands alongside positive versus negative in-game experiences by letting players collect items, conveying either speed or healthiness as an attribute. Brand attitudes became more positive if brands were paired with positive in-game experiences, irrespective of the specific attribute. However, brands also became associated with the distinct attributes they were paired with. These associations mediated the effects of the placement valence on brand attitudes, depending on which attribute was conveyed in the in-game experience. Our findings suggest that positive brand placement effects on brand attitudes go beyond a direct affect transfer but also arise from associations with specific attributes. Our study offers important insights into brand attitude formation from in-game advertising and valuable suggestions on effective brand placement.

Customers’ Preference of Online Marketplace: Trendyol and Hepsiburada Case Study

<strong><em>The development of internet has increased the popularity of e-commerce. There are many different types of online marketplace, and each of them has its own customer base. Customers develop their preference or choice of specific online marketplace over the competitors. This research aimed to understand the factors influencing the choice. The research explored online dimensions that influencing user experience during shopping. In addition, the research incorporates neuroscientific findings, namely limbic types which is essentially similar to customer persona. Analysis of customer persona of the limbic type used descriptive analysis and dimension of attitude online shopping used regression analysis that done with SPSS application. The object of research was the online shopper with marketplace Trendyol and Hepsi Burada. The sampling technique was purposive with the criteria of responden is online shoppers. The collection of data by google form used snowballing technique. The total respondents were 117. The results showed that Trendyol type of limbic types ware Connoisseurs and Hedonist. The limbic map of Trendyol was Fantasy/Pleasure towards Balance System. The dimensions of brand identity that give significant effect were interactivity, information quality, usability, entertainment and personalization. Interactivity, usability and entertainment gave a positive and significant effect towards brand attitude formation in E-shops Trendyol or Hepsiburada, whereas information quality and personalization resulted on signicantly negative impact. Design and domain name had no significant effect towards dependent variable. The model could explain 79.2% of brand attitude formation in E-shops Trendyol or Hepsiburada</em></strong>

Brand management through building a loyalty chain of the target audience

The paper examines theoretical approaches to brand management and loyalty management. The method used is the analyses of academic publications, scientific articles on brand management and loyalty management. The author argues that brand management aims at a customer’s loyalty to a brand, whereas loyalty management considers branding as one of the techniques to obtain customer loyalty towards a company. However, none of these two subject matters fully defines the mechanics of how brand loyalty is formed and how a brand can manage that. The author introduces the notion of customer loyalty chain which consists of positive brand attitude formation, trust, forming satisfaction from brand interacting, and as a consequence, creation of loyalty. Understanding of customer’s cognitive and affective processes including customer’s reasons, drivers and barriers at every stage of brand loyalty formation helps a company manage more precisely the process of brand loyalty formation, integrate these data into a new brand creation making the brand native for the customer. The paper provides mechanisms of customer loyalty chain integration into brand management and evaluation metrics system of such integration.

You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM

PurposeThe purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its amplification of purchase intention for team-branded merchandise. Specifically, this paper assessed the role of distinct measures (warmth, brand attitude, admiration and success) on purchase intention.Design/methodology/approachThe hypothesized model was tested using a 2 (promotion: CRM vs non-CRM) × 2 (team: successful vs unsuccessful) between-subjects design. Following MANCOVA analysis, the moderating effect of success was explored within the sequential moderated mediation model where perceived warmth and brand attitude explicated the effect of CRM exposure on purchase intention.FindingsThe results of this paper suggest that a “Warmth Effect” played a prominent role in shaping consumer perception for sports teams when partnered with a non-profit brand in a CRM appeal. Perceived team success was revealed as moderator, while warmth, brand attitude served as serial mediators on purchase intention.Research limitations/implicationsThis paper provides evidence-based insights to sport marketers to leverage CRM strategy in strengthening brand-related outcomes. Sport marketers may find the CRM strategy useful for engaging “casual” fans. Further analysis is needed to determine the generalizability of this consumer response to CRM in other product domains.Practical implicationsPractical implications include leveraging CRM strategy to strengthen brand-related outcomes (i.e. perceived warmth, brand attitude and purchase intention), while also being mindful of the timing of CRM initiatives to optimize engagement. Sport marketers may find the CRM strategy useful for engaging “casual” fans.Originality/valueThis paper lends clarity to brand attitude formation in the context of CRM. The findings of this paper demonstrate the influence of perceived warmth, brand attitude and success on purchase intention.

Efficiency and Exposure: Reconciling the Effects of Website Browsing Behaviors for Non-transactional Outcomes

Organizations invest heavily in developing and maintaining websites to meet various transactional (e.g., online purchases) and non-transactional (e.g., influencing brand attitude and disseminating product information organizational goals. In considering non-transactional outcomes—specifically brand attitude formation and information dissemination—one finds that two literature streams emerge, although they present different recommendations. First, cognitive attitude formation research recommends designing interfaces to promote an efficient experience that takes less time and requires less movement among webpages. On the other hand, the mere exposure literature recommends that longer durations and more exposure to related ideas should improve non-transactional outcomes. To understand the relationship between these two perspectives, we tested related hypotheses in a within-subjects observational experiment with a follow-up survey 10 days later. Building on theory regarding task characteristics, we also included goal-directedness as a hypothesized moderating variable. We found that more time spent on a website was associated with greater brand attitude improvement and product knowledge retention, but that more webpage views was associated with reduced product knowledge. In addition, the task type influenced the relationships between webpages viewed and brand attitude and between time spent and product knowledge retention.

The Efficiency–Exposure Paradox: Reconciling the Conflicting Effects of Measured Website Browsing Behaviors for Non-Transactional Outcomes

Organizations invest heavily to develop and maintain websites to meet a variety of organizational goals, some transactional (e.g. online purchases) and others non-transactional (e.g. influencing brand attitude and disseminating product information). Although factors related to designing websites to promote transactional outcomes have been widely studied in the information systems (IS) literature, those related to non-transactional outcomes have not. In considering these non-transactional outcomes — specifically brand attitude formation and information dissemination — two streams of literature emerge, although they present conflicting recommendations. First, ‘cognitive attitude formation’ research recommends designing interfaces to promote an efficient experience that takes less time and requires less movement among pages. By contrast, the ‘mere exposure’ literature recommends that longer durations and more exposure to related ideas should improve non-transactional outcomes. To disentangle these two conflicting perspectives, we tested related hypotheses in a within-subjects experiment with a ten-day follow-up survey. Building on theory regarding task characteristics, we also included task type, whether a task was more or less goal-directed, as a hypothesized moderating variable. We found that more time spent on a website improves brand attitude and product knowledge retention, but that more page views reduced product knowledge. In addition, the task type influenced the relationships between pages viewed and brand attitude and between time spent and product knowledge retention. These results offer designers and website owners meaningful guidance on how to manage their websites to elevate brand attitudes and increase retention of product knowledge.

Brand-related feelings and sponsor attitude formation

PurposeThis study examines how brand attitude formation with respect to sport event sponsors is affected by feelings related to the sponsor brand, the sponsored event, and concurrent sponsors.Design/methodology/approachUsing systematically manipulated press releases, 216 sport-interested participants were presented with different sponsorships of a major sport event. Sponsor information was systematically manipulated both within the stimulus text and the accompanying photo, which contained clearly visible sponsor signage. Participants' brand-related feelings and attitudes toward the stimulus brands were assessed through an online questionnaire following the treatment and analyzed using structural equation modeling.FindingsThe results show that sponsor brand-related feelings represent an important step in the creation of brand attitudes. Sponsor brand attitudes are further revealed to be in part determined by event- and co-sponsor-related feelings through several indirect pathways.Practical implicationsThe findings presented in this study suggest that managers who seek to create favorable brand responses need to consider the feelings associated with their brands, the event and concurrent sponsors. Brands may experience both beneficial and detrimental effects, depending on whether the feelings involved are positive or negative.Originality/valueTo date, no research has investigated the relationships between brand-related feelings and brand attitudes in event sponsorship while accounting for the influence of the sponsored event and concurrent sponsors. Therefore, this study contributes to a better understanding of the role of feelings in sponsor brand attitude formation.

Psychological switching mechanism of consumers' luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity

This paper discusses the relationships between store location prestige, location self-congruity, brand luxury, and brand attitude. The result of structural equation modeling revealed that location prestige impacted ideal social location self-congruity positively contributing to consumers' luxury brand attitudes, while it impacted actual location self-congruity negatively contributing to consumers' non-luxury brand attitudes. The findings also implied that consumers switched referential self-concept when they evaluated different brands. This psychological switching mechanism of consumers' brand attitude formation suggests it difficult for a non-luxury company to raise its brand equity by acquiring a prestigious store location, referring to the luxury strategy.

INFLUENCER ADVERTISING ON SOCIAL MEDIA: THE EFFECTS OF PRODUCT-INFLUENCER CONGRUENCE AND SPONSORSHIP DISCLOSURE ON MOTIVE INFERENCE PROCESSING

This study attempts to investigate consumers’ perceptual process of influencer advertising and its impact on brand attitude formation on social media. Perceived congruence between the influencer and the product and sponsorship disclosure are manipulated as key independent variables. In so doing, this study examines whether consumers can infer two types of motives (affective vs. calculative) from different levels of perceived congruence (high vs. low) and sponsorship disclosure (present vs. absent). The impact of multiple motive inference on brand attitude is also examined in this study. The result indicates that perceived congruence of influencer and posting has a significant effect on the affective motive inference. When the posting is perceived to be relevant to and expected from the influencer, the participants infer the affective motive of the influencer. However, the participants do not infer calculative motives from the incongruent posting of the influencer. As native advertising can obfuscate the boundary between editorial and commercial contents (Conill, 2016), perceived congruence is significant to successfully cover the posting as a natural posting by influencer and induce affective motive inference. In addition, the disclosure of sponsorship did not reveal any effect on the calculative and the affective motive inferences. Even though the disclosure of sponsorship can make viewers recognize an advertising intent (Boerman, Willemsen, & Van Der Aa, 2017), the message did not induce motives inference behind it. It is significant to investigate whether there are intervening variables that moderate the linkage between sponsorship disclosure and motive inference processing. Furthermore, affective motive inference impacted the attitude for the brand whereas calculative motive inference exerted no significant effect. These findings suggest that when the product promoted in influencer advertising is congruent with the influencer, consumers form positive attitude toward the brand through affective inference processing. To successfully implement influencer advertising, marketers should design a content congruent with the influencer’s original postings and encourage audience to engage in affective motive processing.

Impact of online advertising on adolescent’s brand attitudes

PurposeThe purpose of this paper is to investigate the impact of online advertising on advertising message involvement (AMI) and brand attitude formation among adolescent consumers. More specifically, the impact of advertising copy type and individual task orientation on brand attitude is examined through the mediating role of AMI among a sample of adolescents in India. Moderating role of product’s technology intensiveness is also examined.Design/methodology/approachExperimental design with three-way factorial analysis of variance was conducted along with independent t-tests and regressions.FindingsThe results show that the effect of ad copy type and individual task orientation on brand attitude is mediated by AMI. While both narrative and factual ad copies are found to increase AMI among the respondents, narrative ad copies generate greater AMI when compared with factual ad copies, irrespective of respondents’ task orientation or technology intensiveness of the product. Managerial insights regarding the type of online advertising that would generate a greater AMI and more favorable brand attitude among adolescent consumers are discussed.Originality/valueThe contribution of this research lies in providing the empirical evidence regarding the type of online advertising that can help marketers generate a greater AMI and cultivate more favorable brand attitude among the adolescent consumers.

The effect of selective store location strategy and self-congruity on consumers’ apparel brand attitudes toward luxury vs. non-luxury

This research discusses the effect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location effect, consumers’ perceptions of three apparel brands with different characteristics (well-known luxury, well-known non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location influenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its effect on the unknown brand was not significant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual self-congruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity affected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be effective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location effect.

기업의 공유가치창출(CSV:creating shared value)전략 활성화를 위한 매체 활용 효과연구 : 뉴 시니어 세대의 태도 형성 요인을 중심으로

Background : In this study, we focused on CSV activity as one of the solutions that can resolve the fundamental problem arisen from population aging, and which can be activated consistently. We also suggest a media application plan that can resolve the problem through a more effective method aimed at the New Senior Generation that is newly emerging these days. Methods : We lay the groundwork by examining the creation of shared value and brand attitude, the New Senior and media application, and the suitability of media and creating shared value through preceding research, and we borrow and produce the experimental subject of this study by referring to existing cases. The experimental subject consists of print media, web sites and mobile applications and was estimated in order with a survey. Results : The results of this study show that CSV activity has a positive effect in the order of print media, web sites and mobile applications on brand attitude formation of New Senior. Especially mobile applications, which have the most effective power, have the highest level of influence on behavioral attitude as well as has a positive effect on the cognitive and affective attitudes. Conclusions : This study shows that improvement of user experience through a more personalized and progressed form of media(i.e., mobile application) that exceeds the utilization of traditional media, is important for the CSV activity of the business aimed at New Senior to contribute to social problem resolution, and to have a positive effect on the reconsideration of the awareness and formation of loyalty about the business. That is, it shows the importance of the CSV activity of the business through effective media application that is suitable for the target.

Effects of brand familiarity and brand loyalty on imagery elaboration in online apparel shopping

Consumers tend to imagine product features, functions, or usage that they have learned from previous exposure to and experiences with brands, especially when they engage in online apparel shopping. Prior brand-related factors, such as brand familiarity and brand loyalty, may influence imagery elaboration – the activation of stored information in the production of mental images beyond that provided by the stimulus – evoked through virtual product experience tools with online apparel websites. Thus, the purpose of this study was to empirically examine how brand familiarity and brand loyalty impact imagery elaboration at online apparel websites and consequently influence attitudinal and behavioral intention relative to the brand. Utilizing MacInnis and Joworski’s model of brand attitude formation, a conceptual model was developed. Using an Internet-based survey, data was collected from 403 undergraduates at a Midwestern university in the US. Results indicated participants familiar with, and loyal to, a brand engaged in greater imagery elaboration as evoked through virtual product experiences, resulting in positive brand attitudes and online purchase intention. Managerial implications are discussed to highlight the important roles of brand familiarity and brand loyalty on imagery elaboration, brand attitudes, and online purchase intentions.

Examining the performance of brand-extended thematic-content: The divergent impact of avid- and skim-reader groups

Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Specifically, this study reveals that, for skim readers on social networking sites, brand-extended thematic-content affects brand attitude primarily through an affect transfer effect, whereas, for avid readers, brand attitude is shaped primarily by brand familiarity following reading frequency.

Antecedents of attitudes toward eWOM communication: differences across channels

Purpose Despite the extensive academic interest in electronic word of mouth (eWOM) communication, consumer attitudes toward eWOM communication have been neglected. The purpose of this paper is to propose a conceptual framework for attitudes toward eWOM communication across digital channels. Design/methodology/approach Data were collected through a web-based survey on seven major digital communication channels. ANOVA was applied in order to analyze their differences. In addition, structural equation modeling was used to test the eWOM attitude model, using a sample of 864 participants who have had prior experience with the channels under study. Findings Findings indicate that both attitude toward eWOM and its antecedents significantly differ across channels. Additionally, a path analysis model reveals that the original integrated model applies to eWOM communications. Yet, in the case of eWOM, irritating messages may be positively related to attitude toward the channel, and credibility serves as a mediator of message value. Research limitations/implications This paper supports the notion that attitude toward eWOM communication significantly differs across media channels. Future research should examine additional implications of attitude toward eWOM, and explore new and evolving channels. Practical implications Practitioners should adjust their eWOM media strategy to their objectives; blogs and social networks are more effective for brand attitude formation, whereas web forums enhance message credibility. Originality/value To the best of the authors’ knowledge, this is the first research study that tests attitudinal differences toward eWOM across digital channels. As such, it contributes to the understanding of people’s perception of these platforms.

The role of one’s and others’ perspectives in brand attitude formation: Comparing high-trusters and low-trusters.

The role of one’s and others’ perspectives in brand attitude formation: Comparing high-trusters and low-trusters.

The Role of Emotional and Cognitive Responses to Sport Video Gaming in Sport Brand Attitude Formation

The Role of Emotional and Cognitive Responses to Sport Video Gaming in Sport Brand Attitude Formation

The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes

Drawing on schema theory and advertising rhetoric, this article contributes to research on incongruent communication with three studies exploring consumer responses across different degrees of ad–brand incongruity. Study 1 reveals an inverted U-shaped pattern, indicating the superiority of moderate incongruity on ad processing time, recall, and attitude toward the ad (Aad) and the brand (Ab). Studies 2A and 2B replicate this pattern and further demonstrate that the affect already stored in the brand schema drives brand attitude formation for congruent and extremely incongruent ads, whereas both schema- and stimulus-based affect determine brand attitude for moderately incongruent ads. Study 2B also shows that participants are able to resolve ad–brand incongruity and comprehend the ad unless discrepancies are extreme. Finally, it is revealed that comprehension of more cognitively challenging ads mediates the effect of incongruity on both Aad and Ab.

Consumer responses to on-site Olympic sponsorship activation: the impact of interactivity, emotions, and perceived image fit on brand attitude formation

On-site sponsorship activations have become more prominent in executing a mega-sport event sponsorship program. The current study investigates factors that drive consumers' attitudes towards on-site sponsorship activation and sponsor brand. In particular, this study examines the relationships among interactivity, emotions, fit between on-site sponsorship activation and event, attitude towards on-site sponsorship activation, and attitude towards the sponsor brand. Data were obtained from 205 spectators of the 2012 London Olympic Games who experienced at least one sponsorship activation on-site. The results suggested that interactivity is a significant predictor of arousal, and in turn, arousal increases pleasure. Pleasure and high sponsor-event fit influence attitude towards on-site sponsorship activation, which eventually influences attitude towards sponsor brand. The relationship between fit and attitude towards brand was mediated by attitude towards on-site sponsorship activation suggesting the value of on-site activations for brand equity. The theoretical and managerial implications are discussed along with limitations and future directions for research.