Brand Connection Research Articles

Strategic Digital Marketing Innovations: The Role of Community Engagement in Lululemon’s Market Leadership

In the global sportswear market, Lululemon Athletica has emerged as an industry leader with its unique digital marketing strategy. This study explores how Lululemon has significantly increased brand awareness and customer engagement through an innovative digital strategy that combines search engine optimization (SEO) and search engine marketing (SEM) techniques. Lululemon actively utilizes social media platforms, such as Instagram, to create a strong brand community and enhance consumer loyalty and brand connection through marketing campaigns such as #TheSweatLife. This study analyzes how these strategies have helped Lululemon to gain a strong position in the market and effectively respond to challenges from competitors such as Nike and Adidas. The results show that digital marketing not only drives brand growth, but also creates sustainable customer relationships and improves competitiveness in the market. The findings of this paper provide important insights into the marketing strategies of other brands in the digital era, and despite the lack of comprehensive quantitative data support, Lululemon’s success provides lessons for exploring innovative market engagement models.

Should Global Brands Engage in Brand Activism?

Brand activism, taking a stance on current and divisive sociopolitical issues, has emerged as a novel means of expressing a brand's values and engaging with the firm's customer base. Yet, globally, companies lack conclusive guidance on the consequences of taking a stance. This research asks a novel question: Should global brands engage in activism? Using varying activism manipulations (e.g., statements and actions), five studies reveal consumer preference for activist global brands. More importantly, guided by schema change theory, the authors find that the positive brand activism effect is particularly strong for global brands associated with negative brand origin, irrespective of consumers’ prior attitude valence. However, brands with positive origin associations benefit from activism only when consumers’ prior attitude valence is in alignment. The authors also identify the mediating effects of self–brand connection, which has downstream consequences for behavioral intentions. Taken together, this work sheds new light on consumer perceptions of brand activism across cultures, elucidates why consumers prefer global brands that engage in activism, and offers actionable insights for global brand managers.

Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers

Abstract Popular brands like Wendy’s, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across 11 (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutral communication. These effects occur because consumers anthropomorphize brands more when they use teasing communication. This leads to greater engagement with brand messages and greater self-brand connection (SBC). We also leverage the interpersonal teasing literature to distinguish between prosocial and antisocial teases and highlight an important boundary condition. Specifically, we demonstrate that while prosocial teasing evokes a positive human schema, antisocial teasing, although still anthropomorphic, activates a negative human schema, which reduces connection to the brand. As a result, antisocial teases lose their relational advantage over purely funny communication. This work contributes to the streams of research on brand humor, anthropomorphism, and consumer–brand relationships. It also provides actionable implications by demonstrating a novel antecedent to consumer–brand connection and the boundaries within which these positive effects are expected to occur.

Content Promotion and Community Experience: Marketing Mechanisms and Paths for Outdoor Sports Products--The Case of Arc'teryx

In the post epidemic period, outdoor sports have become a new trend in sports, and the demand for outdoor sports products has also increased. Among the many outdoor sports brands, Arc'teryx stands out and becomes the new favourite of people who love outdoor sports. So how did Arc'teryx become a big hit in the highly competitive outdoor sports market, with sales rising year after year? Currently, there are few detailed analyses of the brand's marketing mechanism and path. Therefore, the theme of this paper is the marketing mechanism and path of outdoor sports products--Taking Arc'teryx as an example. The research method is mainly case study method, mainly focusing on content marketing, analysing how the brand attracts audiences and builds communities through content marketing. The study found that Arc'teryx content marketing helped its own positioning and accurately attracted target customers, and the community experience also strengthened the brand's connection with customers. However, there are also shortcomings: the brand has fewer offline shops nationwide than other outdoor brands, and not all of them have a unique environment like the first shop in Shanghai to attract customers to buy. Arc'teryx still needs to revise its marketing strategy when the outdoor trend goes out of fashion to ensure that sales continue to grow, attract more people to participate in outdoor activities, and also maintain the vitality of the community and its appeal to the outside world. However, there's no denying that other outdoor sports brands can learn from Arc'teryxs marketing.

The effect of self-city brand connection on city brand ambassadorial behavior in a cultural city: the mediating role of city attachment

The effect of self-city brand connection on city brand ambassadorial behavior in a cultural city: the mediating role of city attachment

The effect of consumer participation during the new product development process on consumer brand identification: A gaming industry study

AbstractThis study examines the role of consumer participation in the new product development process within the gaming industry, focusing on its impact on Consumer Brand Identification (CBI), with brand attractiveness as a mediating factor. Using a between‐subjects experimental design, we tested three scenarios of consumer participation and analyzed the data with one‐way ANOVA and mediation analysis. The findings reveal that although consumer involvement enhances brand attractiveness, it does not significantly increase brand identification. This research provides new insights into the limited effects of consumer participation on deepening brand connections despite its positive influence on brand perception. This study is one of the first to empirically explore the varying impacts of consumer participation on CBI within the gaming sector, offering a nuanced understanding of its role in shaping brand perception. Practical implications suggest that while consumer involvement is beneficial for enhancing brand attractiveness, its effectiveness in fostering brand identification is limited, and marketers should temper expectations when employing this strategy.

INFLUENCE OF SELF BRAND CONNECTION ON LOYALTY: BRAND EXPERIENCE AS A MEDIATOR

This study involved 145 respondents from the second wave pioneer coffee product, with an interest in seeking answers: does the second wave coffee product still have loyalists, even though it has been overshadowed by the massive and widespread third and fourth wave coffees in every area? The study employed two independent variables, namely Self Brand Connection (SC) and the mediating variable Brand Experience (BE). The researchers were interested in analyzing the direct and indirect effects of the independent variables on consumer loyalty through a case study on the second wave coffee pioneer company. In this study, the indirect effects were mediated by BE. Primary data were obtained by distributing questionnaires using the Likert scale. The research data were processed using SPSS22 to present descriptive statistical results, validity and reliability tests, classical assumption tests, regression tests, and Sobel tests to test mediation. The results showed that SC has a positive direct and indirect effect on loyalty. In this study, the indirect effect is categorized as partial mediation.

Augmented reality integration in Jordanian fast-food apps: Enhancing brand identity and customer interaction amidst digital transformation

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

Determinants of Perceived Product Quality and its Impact on Distributor’s Performance: The Moderating Role of Brand Likeability

This study examines the complex relationship among brand association, image, loyalty, and attachment and perceived product quality. It also examines how brand likeability moderates this relationship. The study investigates these dynamics to determine how consumer-brand interactions affect product quality perceptions. Customers evaluate product quality beyond intrinsic qualities in competitive markets. Brand association, image, loyalty, and attachment form these values. Understudied is brand likeability's moderating role in these correlations. Analyzing consumer-brand interactions on product quality fills this gap. This study uses a quantitative-methods approach. A varied sample of consumers is asked about brand association, image, loyalty, attachment, product quality, and likeability. Analysis of direct and moderated effects uses structural equation modeling (SEM). The study found that brand association, image, loyalty, and attachment significantly impact perceived product quality. Consumers with strong positive associations, a positive brand image, great brand loyalty, and a profound emotional commitment to a brand see its items as higher quality. In particular, brand likeability moderates these relationships. Brand likeability enhances the effects of brand association, image, loyalty, and attachment on product quality. Brand-related characteristics greatly influence customer product quality perceptions when they like a brand. This study provides valuable insights for brand managers and marketers. First, it stresses the necessity of positive brand associations, images, loyalty, and attachment to boost product quality. Second, brand likeability amplifies these brand variables. Brands should provide engaging, realistic, and emotionally appealing experiences to increase likeability. Understanding these relationships can help marketers brand and communicate products, influencing consumer quality perceptions. This study adds to marketing literature by analyzing how brand connection, image, loyalty, and attachment affect product quality. Brand likeability moderates consumer-brand interactions, revealing their complexity. This research helps brands and marketers improve branding and consumer interactions, enhancing product quality and brand success.

The Drivers of Green Brand Evangelism: The Mediation Role of Green Brand Experience

Objective: While environmentally friendly products and brands are widely available, consumer adoption and usage of these products remain relatively low, highlighting disconnection between pro-environmental values and actual green practices related to green brand. This discrepancy is attributed to biased perceptions toward green brands. This study aims to address the perception bias issue in the relationship between pro-environmental values and behaviors, focusing on green personal care brands. Theoretical framework: Based on Stimulus Organism Response theory combined with Self-Verification Theory, Consumer Culture Theory and Social Exchange theory, this study proposes that individual factors such as Environmental Self-Identity and brand related factors such as Self-Green Brand Connection, Brand Trust, and Green Brand Experience play crucial roles in influencing Green Brand Evangelism with Green Brand Experience acting as a mediator in these relationships. . Method: Utilizing a non-probability purposive sampling approach, data was collected from 404 respondents through an online questionnaire using a 1-7 Likert scale. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed for data analysis. Results and conclusion: The findings of this research indicate that Green Brand Experience significantly mediates the impact of Environmental Self-Identity, Self-Green Brand Connection, and Brand Trust, on Green Brand Evangelism. This study represents a pioneering effort in examining the influence of Environmental Self-Identity on Green Brand Experience and Green Brand Evangelism. And the first attempt in investigating the mediating role of Green Brand Experience in shaping Green Brand Evangelism. This research contributes to a better understanding of how social-constructed green brand experiences can foster Green Brand Evangelism among consumers.

Influence marketing in social media

This article aims to comprehensively explo­re the evolving landscape of influence mar­keting, specifically focusing on its impact on brand perception and consumer engagement. Delving into influencer characteristics, the evolution of marketing strategies, and successful campaigns, the study seeks to illuminate the multifaceted dynamics that contribute to the effectiveness of influence marketing in the digital era. The analysis reveals that influence mar­keting serves as a cornerstone for building authentic connections in an era marked by digital saturation. Insights into emerging trends, such as the rise of nano-influencers and purpose-driven collaborations, underscore the pivotal role influencers play in shaping brand narratives. Innovations like virtual reality integ­ration further highlight the dynamic nature of influence marketing. The emphasis on long-form storytelling, sustainability, and genuine enga­gement reinforces the enduring importance of influencers as cultural mediators and trusted conduits between brands and consumers. The scientific novelty lies in a nuanced exploration of influence marketing, transcending traditional promotional strategies. The study delves into the psychological impact of influencer endorse­ments, the effectiveness of specific content formats, and ethical considerations surrounding virtual influencers. By addressing these dime­nsions, the research contributes to a deeper understanding of influence marketing dyna­mics, providing valuable insights for resear­chers and industry professionals alike. The prac­tical value of this research is two-fold. Firstly, it offers marketers actionable insights into navigating challenges, adapting to emer­ging trends, and refining influencer strategies. Secondly, the exploration of ethical considerations and the impact of technologies in influence marketing equips industry profess­sionals with the knowledge needed to make informed decisions, fostering responsible and effective influencer campaigns. This article encourages continuous inquiry, ensu­ring that influence marketing remains not only a dynamic force in the digital landscape but also an ethically grounded and impactful strategy for building brand connections

Battle of the Brand: Brand Attachment Inoculates Against the Negative Effects of Ad Repetition

Substantial research has shown the negative effects of repeated ad exposures. The present research contributes to this literature by introducing an important moderator: personal attachment to the brand. Our results provide new insight by considering how ad wearout could threaten one’s relationship with an important brand, and demonstrating that stronger personal brand attachment slows ad wearout. Three studies show this using both natural measures and controlled manipulations of personal brand attachment. A final study links this effect to differences in the underlying cognitive thoughts, rather than direct affective responses. People with a stronger attachment generated more positive thoughts to counter negative thoughts, which could reflect a response to combat threats to their brand connection. Overall, our results introduce an important moderator of wearout effects, and provide further insight into why stronger brand attachment can buffer the negative of repeated ads.

Brand loyalty in FinTech services: The role of self-concept, customer engagement behavior and self-brand connection

The concurrent effects of customer predispositions, customer engagement behaviour (CEB) and self-brand connections (SBC) on loyalty are less understood. This article will examine how relationship quality and consumer predispositions (self-concept, brand communal focus) affect loyalty, with customer engagement behaviour and self-brand connection acting as mediating factors. A cross-sectional survey with a quantitative study design was used to gather information from 380 users of FinTech apps in the Indian state of Karnataka. The main findings indicate that self-concept does not generate loyalty by itself but rather fosters loyalty through the mediation of SBC and CEBs. Similarly, a trusted and satisfied customer remains brand loyal. A sense of communal focus among consumers results in self-brand connections only if they are positively engaged with the brand. Customer interactions and engagement in social media can have a significant impact on the development of digital self-brand relationships. Contrary to the literature, we found that positive engagement fosters loyalty only if it leads to brand connection. Repeat patronage and willingness to buy new products or price insensitivity depend on strong emotional brand connections and CEBs. Hence, FinTech companies should match their experiences, offerings, and brand messages to the way that consumers view themselves. To engage customers in new ways and establish a connection with them, they should also offer stimulating and compelling virtual experiences on their platforms. Therefore, FinTech consumers can maintain brand loyalty through self-brand connections and brand engagement through self-concepts.

Digital Marketing in the New Era: Exploring the Affordances of Chatbots in Consumer Engagement and Brand Connection

This article explores the evolving landscape of marketing and personalized communication in the digital era, with a particular focus on the affordances of chatbots as pivotal tools for businesses. As consumers increasingly turn to online platforms for information and purchasing decisions, chatbots have emerged as indispensable tools for enhancing customer engagement and delivering personalized experiences. While previous research has outlined the potential benefits and drawbacks of chatbots in marketing, a critical gap exists in understanding their context-specific impact on user perceptions and behaviors. To bridge this gap, this study adopts the affordance theory to investigate how chatbots offer unique affordances to users across various shopping scenarios. Through in-depth interviews with 10 participants spanning different fields and shopping contexts, this research delves into the intricate interplay between chatbots and users. The findings reveal that chatbots indeed provide interactive intelligence, improve user experiences through flexibility in time and place, and contribute to personalized interactions. Yet, specific technological attributes of chatbots, such as their capacity for emotional support and gender portrayals, can be both advantageous and limiting, contingent on the distinct needs of customers. This research underscores the importance of considering the nuanced context-specific interactions between chatbots and users, thus paving the way for a more comprehensive understanding of their multifaceted role in shaping consumer-company identification.

The Impact Of Online Marketing Using Influencer Services In Sungai Enam Otak-Otak Village, Indonesia

This research explores the effect of online marketing through influencer collaborations on the sales and brand awareness of otak-otak products from Sungai Enam Otak-Otak Village. The primary objective is to understand how influencer endorsements influence consumer purchase intentions and ultimately drive sales growth. In an increasingly digital marketplace, social media influencers have become powerful marketing tools, especially for small local businesses looking to broaden their customer base. This study examines how influencer endorsements can shape consumer perceptions and boost brand visibility, leading to increased sales volume for otak-otak products. By analyzing data on consumer reactions, sales figures, and social media engagement, this research provides practical insights for local businesses in utilizing influencer marketing as a strategy to enhance brand awareness and market penetration. The findings are expected to highlight the significance of online marketing strategies in building strong brand connections with consumers. Ultimately, the results of this study can assist local businesses in making informed decisions when developing their marketing plans, especially in the competitive food industry. Understanding the role of social media influencers in driving consumer behavior is critical for future marketing success.

Thinking fast and slow: a revised SOR model for an empirical examination of impulse buying at a luxury fashion outlet

PurposeDespite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).Design/methodology/approachThe authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.FindingsThe authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.Research limitations/implicationsThis study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.Practical implicationsInsights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.Originality/valueThe results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

Social Distance, Ethics, and Engagement with Social Networks: How Do They Interact?

ABSTRACT Social distance often motivates consumers to increase their interactions through social networking sites. This study identifies antecedents of consumer brand usage and brand connection of SNSs, under the influence of consumer perceived ethics (CPE), during the COVID pandemic and afterward (N = 308). The proposed model was tested using partial least squares-structural equation modeling with AMOS 23. In both periods, this study shows CPE consistently affects consumer engagement and involvement. The results demonstrate that in social isolation, affective engagement has higher relevance to driving Self-Brand Connection (SBC) among consumers and SNSs. On the other hand, CPE was demonstrated to provide consistent and significant effects in both periods, showing its stable capacity to impact brand involvement, engagement, use, and self-connection. In the context of the pandemic, this study demonstrates the consistent effects of CPE and other impacts of Consumer Brand Engagement (CBE) on brand usage and self-connection of SNSs.

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

PurposeIn the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.Design/methodology/approachThe authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.FindingsInsofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.Originality/valueThis work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

Factors Affecting Behavioral Intention of Tourists to Travel into Local Destinations in Rayong Province, Thailand

Purpose: This study aims to explore the factors affecting behavioral intention of tourists to travel into local destinations in Rayong Province, Thailand and to examine destination personality, tourist connection with destination, and tourists’ behavioral intention to visit the local tourist attractions in Rayong province. In addition, the study explored on the influences from the self-brand connection as the transmission factor from destination personality to the behavioral intention for visitation. Theoretical framework: Destination Personality consisting of (1) conviviality, (2) sincerity, (3) excitement influence Self-brand connections which lead to Behavioral intention of revisiting intention and recommendation intention. Methodology: This was quantitative research that used questionnaire to collect data from 385 tourists. Data were analyzed by Structural Equation Model (SEM) Results and conclusion: The destination personality and self-brand connection had the influences on the behavioral intention to visit the destination confirmed by the empirical results stating that the brand connection are the transmission factor of destination personality toward the behavioral intention to travel. Research Implications: This study benefits the tourism industry in Rayong province to realize the behavioral intention of tourists to travel into local destinations in Rayong Province so they can improve their destination personality and brand connection in order to gain revisiting of tourists. Originality value: This study presents the new knowledge of destination personality and tourist attraction brand connection that they are related and have direct influences on tourist intentions to revisit the place.

Designing Brand Cocreation Activities to Increase Digital Consumer Engagement

Brand cocreation campaigns offer consumers various activities centered on interpreting brand image. Yet, little is known about what brand cocreation characteristics increase digital consumer engagement (DCE; e.g., liking a brand on Facebook) and how they do so. Given the importance of DCE, the current research addresses this gap. Three experiments demonstrate that brand cocreation activities with high (vs. low) focus on brand meaning generate greater DCE among consumers who have high self–brand connection. Evidence suggests that this occurs because an activity's high focus on brand meaning facilitates the generation of abstract brand knowledge. For consumers with low self–brand connection, focus on brand meaning does not differentially affect DCE because these consumers lack appropriate knowledge about the brand. This research also offers implications for optimizing interactive marketing practice.