Brand Familiarity Research Articles

Effects of brand spokes-characters with personal and historical nostalgia on brand attitude: evidence from Generation Z consumers in China

PurposeUsing Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two types of nostalgic brand spokes-characters (i.e., eliciting personal nostalgia and historical nostalgia) were examined separately and compared to verify their contributions to more positive brand attitude, as well as related mechanisms, that is, whether consumer trust in the spokes-character mediated the relationship between nostalgic spokes-characters and brand attitude.Design/methodology/approachAn experiment was first conducted to test the causal effects of brand spokes-characters designed to elicit two types of nostalgic feelings (i.e., personal nostalgia and historical nostalgia). Then, the authors investigated the influencing mechanism of nostalgic brand spokes-characters based on bootstrap mediation models.FindingsThe results revealed that for less familiar brand spokes-characters, either type of nostalgia-driven design would enhance consumers' brand attitude. Moreover, consumer trust in the spokes-character mediated the relationship between personal-nostalgic brand spokes-characters and brand attitude.Originality/valueThis study was the first to examine personal nostalgia and historical nostalgia separately regarding the effects of nostalgic spokes-characters and related mechanisms. By combining methods of experimental design and bootstrap mediation modeling, it provided a more robust evaluation of nostalgia-driven design, and supported using certain nostalgic styles for designing brand spokes-characters, which can help modern brands draw more interest from young consumers and promote more positive brand attitude.

The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable

This study examines the relationship of digital marketing to purchase intention, and the relationship of digital marketing to purchase intention mediated by brand awareness. The digital marketing variable has 4 indicators, namely information recombination, accessibility, navigation interaction, and speed. The next variable, namely brand awareness, has 4 variables, which are brand familiarity, knowing or having heard of the brand, brand knowledge, and advertising. The last variable, namely purchase intention, has 3 indicators, namely interest, presence, and information. In this study, researchers used a purposive sampling technique to collect respondent, the population used was Ciputra University Surabaya students from class 2018 and 2019 majoring in International Business Management, in total there are 213 respondents collected as the sample. In this study, it was found that digital marketing on purchase intention is insignificant, meanwhile the mediating relationship between brand awareness and digital marketing and purchase intention is significant. This study can clarify the inconsistency from various previous studies related to the relationship of digital marketing and purchase intention. In this study, significant results were found if the mediating variable which is brand awareness was added to the relationship between digital marketing and purchase intention variables.

Digital Communication: Bridge to Repurchase Intention

Background: According to the Top Brand Index (TBI) statistics for 2021, Milo was ranked fifth in the ready-to-drink liquid milk category. Furthermore, in the Milk Powder category, Milo was picked third out of four milk brands in the same year. Aim: This study examines the impact of Brand Familiarity, Brand Love, and e-WOM on Brand Attitude and the Repurchase Intention of Milo brand consumers in Samarinda City. Method: This study uses a questionnaire with the object of research being the Milo Brand product. The sample of this study is 147 respondents conducted in the city of Samarinda. The method of sampling is accidental sampling, which means that data were collected from respondents while found. The research methodology for this study involves using a quantitative approach, including path analysis and Structural Equation Modeling (SEM), which were analyzed using IBM SPSS Statistic 25 software and AMOS 5.0 software. Findings: The analysis of the structural model in this study found that three out of six hypotheses were significant: (1) the effects of Brand Familiarity, e-WOM, and Brand Love on Brand Attitude, and (2) the effects of e-WOM, Brand Love, and Brand Attitude on Repurchase Intention. The other three hypotheses were not significant: (1) the effect of Brand Familiarity on Brand Attitude, (2) the effect of Brand Love on Repurchase Intention, and (3) the effect of e-WOM on Repurchase Intention.

A systematic review of the adolescent-directed marketing strategies of transnational fast food companies in low- and middle-income countries.

Fast food consumption is associated with excessive intake of energy-dense foods; a major determinant of childhood obesity. The lack of data on the marketing strategies used to promote fast food to adolescents in low and middle-income countries (LMICs) acts as a barrier to global efforts to reduce the marketing of unhealthy foods to young people around the world. This systematic review aimed to identify the adolescent-directed marketing strategies of transnational fast food corporations in LMICs. A systematic search of eight scientific databases (PubMed, CINAHL, Medline, Embase, ProQuest, PsycInfo, Scopus and Google Scholar) was conducted. Following PRISMA guidelines, primary research articles written in English were included if they were published between 1 January 2010 and 30 December 2022, and reported any adolescent-directed marketing activity undertaken by a transnational fast food company operating in a LMIC. Articles were excluded if they were not peer reviewed. The quality of the included articles was assessed using a condensed version of the Consolidated Criteria for Reporting Qualitative Research tool. Twelve articles met the eligibility criteria and were included in this review. A narrative synthesis of these articles revealed that the most documented strategies used to promote fast food to adolescents in LMICs were the use of incentives or premium offers, product appeals, promotional characters and brand familiarity. These strategies were mostly observed on social media, suggesting that there are serious concerns about adolescent exposure to fast food via social media in developing settings, especially as contextual differences in the nature of such marketing were identified. The promotion of fast food to adolescents in LMICs is contextual in nature, with the nature of marketing strategies employed by transnational fast food corporations varying greatly across cultural and socio-economic contexts. These findings are crucial for the development of guidelines and regulations restricting the marketing of fast food to adolescents in lower income settings, contributing to global efforts to reduce adolescent exposure to unhealthy food promotion.

Simple = Authentic: The effect of visually simple package design on perceived brand authenticity and brand choice

Organizations devote considerable resources to create authentic brand images in response to declining consumer trust. However, empirical research on the effect of package design elements on brand authenticity perception is scant. We fill this gap by focusing on package design simplicity, a prominent trend in package aesthetics, and examining its impact on consumers’ perceived brand authenticity and the downstream consequence of that impact. Across eight studies (N = 1941), we demonstrate a linear relationship whereby visually simple package designs lead to higher perceptions of brand authenticity compared to complex designs (Studies 1A, 1B, 1C), a relationship driven by the “simple = authentic” lay theory (Pilot, Study 2). We further test the moderation effects of brand familiarity and the identity signaling of package design. We find that the effect of package design simplicity is mitigated for consumers familiar with the target brand (Study 3), or when complex designs signal the brand’s identity (Study 4). As package design simplicity affects perceived brand authenticity, we further identify brand choice as the downstream consequence of brand authenticity (Study 5). Our findings contribute to the literature on lay theories, visual cognition, brand inference-making, and brand authenticity.

How brand familiarity influences advertising effectiveness of non-profit organizations

Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must find ways to capture consumers’ attention. The objective of this study is to explore how the different elements (image, text, logo) of print advertisements of NPOs using different emotional appeals (positive and negative) of a familiar and unfamiliar brand influence donation behaviour and the attitude toward the ad (Aad). Using eye-tracking technology and a survey, we conducted two experiments, one with unfamiliar brands of NPOs and another with a familiar brand. The results showed the advertisement areas on which participants fixated and their relationship with participants’ attitude towards the advertisement and donation behaviour. For unfamiliar NPOs, the less time it took the participant to first fixate on the logo area, the more positive attitude toward the ad when the advertisement used a negative frame. Also, participants spent more time in the image area of negatively framed ads when they had a more positive attitude toward the ad. On the other hand, for a familiar brand, the time to first fixate on the logo area had a negative correlation with the donation behaviour, indicating that the less time it takes to first fixate on the logo area, the more participants chose to donate.

The alluring and deceptive force of puffery – is it waning? Comparing brand puffery and brand genuinuity advertising appeals within a luxury automotive context

ABSTRACT This study seeks to better understand how consumers perceive brand puffery compared to when an alternate brand genuinuity appeal is employed within a luxury automotive context. The study employed a factorial experimental design to explore how the advertising appeals (brand genuinuity and brand puffery) differed against a control group. Further, the moderating role of brand familiarity and inferences of manipulative intent are explored. A total of 746 usable responses were collected and analysed. The results suggested that brand puffery is less likely to lead to intention to purchase compared to the alternate brand genuinuity. In addition, the results showed that brand puffery is a peripheral appeal compared to brand genuinuity, which is a cognitive appeal. The results provide brands, managers, and marketing practitioners with new insights into the limitations of using techniques such as brand puffery, which is often perceived as deceptive, and suggests new ways to differentiate and resonate with consumers.

Effective Branding of Pepsodent's Social Responsibility Marketing Campaign for Younger Generation

Objectives: The objective of this study is to investigate the effectiveness of Pepsodent's social responsibility marketing campaign branding for the younger generation. The study is conducted in the context of Pepsodent's Social Responsibility Marketing Campaign which is #SikatGigiSekarang and aimed at the younger generation, aged 18-34 years old who have purchased Pepsodent products and are aware of the campaign. Methods: This research utilizes an online questionnaire that is distributed to 200 respondents. The full-scale data is analyzed through SmartPLS and bootstrapping analysis to test for reliability, validity, convergent and discriminant validity, and the study's hypothesis to identify the relationship between variables. Results: The findings of the research shows that all of the variables, such as Brand Familiarity, Attitude towards the Campaign, Campaign Fit, Credibility, Brand Attitude, and Involvement with the cause all affect each other. Brand Familiarity has a positive and significant relationship with Campaign Credibility and Brand Attitude, Campaign Credibility also has a positive and significant relationship with Attitude toward the Campaign, and Involvement with the Cause also has a positive and significant relationship with Attitude toward the Campaign. Campaign Credibility and Attitude towards Campaign play a full mediation in the relationship. Campaign Fit and Campaign Credibility are also positive and significantly related. Conclusion: Findings of this research are similar to the original study. All of the hypotheses have been accepted which proves that all the variables in the research model have been pretty effective and have positive relationships between the variables when measured for the social responsibility marketing campaign of Pepsodent. The younger generation nowadays not only prefers well-known brands but also how connected the campaign is with a social cause that they support, therefore marketers must get their products ready and tie the participation with the cause to their campaign for their social responsibility marketing campaign. As a result, supporters are more inclined to promote the brand and buy its goods.

Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective

To enhance social media users' shopping experiences, social media platforms launched an online shopping feature – the checkout button –allowing users to browse new products, examine items via multiple photos and videos, and purchase items without leaving the platform. Yet, few studies have examined the impacts of the ‘checkout button’ on social commerce users' perceptions and impulse-buying behaviors. Thus, this study seeks to investigate the impact of the ‘checkout button’ on consumers' trust and impulse-buying behavior based on the trust transfer theory, as well as how the impact will differ based on social factors and brand familiarity in social commerce. This study provides valuable insights into social commerce. Checkout within Instagram does not facilitate impulse-buying behavior, but brand familiarity and social factors influence consumer trust and impulse-buying intention. This indicates that well-known brands might be more suitable for social commerce. Furthermore, active social interaction is conducive to impulse-buying intentions in social commerce.

A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit

Given the high failure rates of brand extensions, insights into the drivers of brand extension success are critical for marketing practitioners and scholars. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on signaling theory, categorization theory, and a large database of 2,134 effect sizes from research spanning 1990–2020, the authors address these mixed findings through a meta-analysis to develop empirical generalizations. The results show that parent brand equity and extension fit positively influence extension success. However, the multifaceted dimensions of these two drivers have differential effects. For example, among the fit dimensions, usage fit has the weakest effect. While the results suggest an overall positive interaction effect between the two drivers, a fine-grained perspective that considers the drivers’ various dimensions reveals differences. For example, brand familiarity appears to have a lower interaction effect with extension fit than the other dimensions of parent brand equity. Furthermore, the authors provide a comprehensive analysis of five groups of moderators: contextual factors (parent brand, extension, communication, and consumer factors) and research method factors. The authors offer managerial and future research implications for the design of brand extension strategies.

Antecedents and consequences of trust as a multidimensional construct. Cross-country analysis in the luxury retail sector

The objective of this study is to understand the role of the multidimensional trust of a luxury brand as an antecedent of consumer satisfaction and a consequence of reputation and familiarity, considering -in turn- that reputation and familiarity can be a consequence of the consumer’s cognitive and affective experiences. A cross-country analysis in the luxury retail sector was carried out. Association relationships between variables are tested by a model of structural equations. For this, a transnational analysis has been carried out in the luxury retail sector. A non-probabilistic sample was used in this study. 1058 people were interviewed, 608 consumers in Santiago (Chile) and 450 in Madrid (Spain). The key role played by the multidimensional trust of a luxury brand as an antecedent of satisfaction and consequence of reputation and familiarity is confirmed. When observing the reputation and familiarity of a luxury brand as a result of the cognitive and affective experiences of the consumer, differences between Chile and Spain have been discovered. Managers can not only use the brand’s own characteristics to differentiate themselves from the competition, but they can also do so through the multi-dimensional trust of the luxury brand.

Peran Brand Familiarity Dalam Memediasi Brand Authenticity Dan Brand Engagement Pada Loyalitas Wisatawan Di Tawangmangu

<p align="justify">This study aims to develop and explore a conceptual framework to explain the relationship between destination brand authenticity, destination brand engagement, destination brand familiarity, and tourist loyalty. With a total of 120 respondents who filled out questionnaires via the Google form. The sampling technique used purposive sampling technique. For data analysis using Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS). In this study, the sample used was tourists who are domiciled in Solo Raya, with a population of tourists who have visited Tawangmangu in the past year. The results of the study show that destination brand familiarity mediates the relationship between destination brand authenticity and brand involvement on tourist loyalty. So it can be concluded that the results of this study can help destination marketing organizations realize the important role of destination brand familiarity and improve brand performance.</p><p class="Style4"><strong>Keywords:</strong> Familiarity, Authenticity, Engagement, Tourist Loyalty</p>

Feeling present matters: effects of social presence on live-streaming workout courses’ purchase intention

PurposeThis paper aims to test the effects of social presence (SP) and other related factors, including trust, self-construal and brand familiarity, in affecting consumers’ purchase intention of live-streaming workout courses.Design/methodology/approachThree between-subjects, Web-based experimental studies were conducted. There were separately 108, 208 and 284 valid questionnaires collected in the three studies. Moderation and mediation analyses were performed to test the research hypotheses.FindingsUsers’ sense of SP when watching live-streaming courses positively affects their willingness to purchase courses, and users’ sense of trust plays a mediating role in the influence of users’ SP on their purchase intention. In addition, when users belong to dependent self-construal rather than independent self-construal, their trust in live-streaming courses plays a stronger mediating role in the influence of users’ SP on their purchase intentions. What is more, when users have high brand familiarity rather than low brand familiarity, their trust in online live-streaming plays a stronger mediating role in the influence of users’ SP on their purchase intentions.Originality/valueThis research delineates the effects of SP on the consumption of live-streaming courses, thus further adding to the understanding of the role of real-time interaction in determining consumer behavior. It also highlights the roles of self-construal and brand familiarity as mediating influences on the relationship between SP and consumer trust.

Ternary economic analysis of blind-box marketing

Blind-box consumption, a phenomenon sweeping through the retail market in China, is the process of buying an unlabelled box containing assorted and random novelty gifts from different retailers. Despite the intensity of its emergence, the extent of research on the phenomenon from a marketing perspective has been scarce. This paper identifies factors likely influencing Chinese consumers participating in blend-box consumption. These factors include brand familiarity emotional value and speculative potential. Conceptual issues discussed include the role of emotions and cognition as forces underpinning shopping behavior. The paper also highlights the marketing strategy features that have successfully driven the blend-box consumption experience.

How to arrange assortments available in green alternatives: Displaying products by green attributes

AbstractPrevious research has investigated how product display affects consumer choices. However, less is known about the effect of product display on green consumption when products are displayed by green attributes. Through three studies with 610, 661, and 208 valid participants, respectively, the present research demonstrates that displaying products by green attributes render green products more recognizable to the consumer, thereby inducing green choices from among the consideration sets. The positive effect is enhanced by providing green category labels on products. However, the positive effect of product display by green attributes weakens in the case of consumers with high brand familiarity. The findings contribute theoretically and practically to the research on promoting green choice through environmental cues such as product display.

INFLUENCE OF INDONESIAN PRODUCT PLACEMENT IN KOREAN DRAMA SERIES TO BUY INTEREST THROUGH BRAND FAMILIARITY AS A MEDIATOR

Purpose: This study was to determine the effect of Kopiko product placement in Vincenzo's Korean drama on buying interest through Kopiko brand familiarity with Indonesian audiences. Research design, Data, and Methodology: This study uses quantitative shared in the chat group Open Chat Line Song Joong Ki. This study was conducted through a questionnaire using google form which was sent to 181 respondents who were members of the open chat Line group Song Joong Ki fans who were domiciled in DKI Jakarta. Results: The results of the study stated that there is a positive and significant influence between product placement and interest in buying through brand familiarity as a mediating variable. Conclusion: Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable.Vincenzo's drama series succeeded in maximising the effect of product placement of Kopiko’s product especially in interest in buying through brand familiarity as the mediating variable. The presence of Kopiko in the Korean drama series can foster buying interest in these local candy products to Korean drama audiences in Indonesia. For marketers of Indonesian products, this research can be a reference for companies to start marketing their products indirectly through product placement strategies in Korean drama series. Product placement in Korean drama series is generally not done blatantly, this makes the advertised products do not interfere with the storyline of the drama series but still make an impression on the audience.

Cultivating Customers’ Resilience to the Negative Word of Mouth: An Empirical Analysis of the Telecommunication Industry in Tanzania

This study sought to investigate the relationship between social media brand engagement and resilience to negative word of mouth (RNWOM) when mediated by brand familiarity. Using stimulus–organism–response (SOR) theory, it is suggested that the dimensions of social media brand engagement act as a stimulus to drive responses like RNWOM directly and indirectly through brand familiarity as an organism. A self-administered questionnaire was used to survey 505 customers in the telecommunications industry in Tanzania, and the data was analyzed using structural equation modelling in AMOS 21. The findings indicate that social media brand engagement dimensions are the drivers of brand familiarity; brand familiarity explains why and how customers develop RNWOM. Therefore, marketers should use social media brand engagement as a strategic tool to build brand familiarity, which can help customers improve their capabilities to resist negative information about brands.

Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry

PurposeThe purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of consumer ethnocentrism (CET) and perceived brand origin (PBO) as well as considering brand familiarity (BF) as a covariate in the context of global and local quick-service restaurant (QSR) brands in emerging markets.Design/methodology/approachThis study obtained 764 responses from Chinese consumers through an online survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsAfter controlling brand familiarity, this study revealed that PBG and PBL are critical components that drive brand attitude, which positively improves CWOM toward global and local QSR brands. Similarly, PBG and PBL are important brand attributes that directly influence CWOM. Importantly, this research found the significant role of PBO on brand attitude toward perceived local brands compared to global QSR brands. Although this study did not discover the influence of CET as expected. However, these insights may assist global and local managers to rethink their strategies in emerging markets.Research limitations/implicationsThis study was conducted exclusively in China. However, additional studies may be considered in other countries, such as comparing Asian vs European consumers.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility–diagnosticity theory and signaling theory by examining consumers' perceptions of global and local QSR brands.

Social Media Influencers’ Traits and Purchase Intention: A Moderated Mediation Effect of Attitude Towards Brand Credibility and Brand Familiarity

The prominence of social media influencers (SMI) has dramatically shifted in recent years. SMI enables brands to connect with users through unique and original content, thereby expanding their reach. In response, this study examined the effects of SMI traits on purchase intention by incorporating variables, such as attitude towards brand credibility as a mediator and brand familiarity as a moderator. Specifically, researchers examined the moderated mediation role of brand familiarity on purchase intention. The conceptual model is based on source credibility and the theory of reasoned action. PLS-SEM and Process Macro analyzed the data of 454 Instagram users. Research shows that SMI trustworthiness, expertise and attitude towards brand credibility improve purchase intention. Attitudes toward brand credibility mediate attractiveness, expertise and purchase intention. Brand familiarity moderates the relationship between attitudes towards brand credibility and intention. The moderated mediation effect of brand familiarity improves the relationship between trustworthiness, expertise and purchase intention. This study contributes to the literature on influencer marketing. Furthermore, managers and practitioners can strategically benefit from this research.

Owned media or earned media? The influence of social media types on impulse buying intention in internet celebrity restaurants

Social media marketing is crucial to the development of internet celebrity restaurants. However, there is a research gap on the relationship between social media types and consumers’ buying intention in internet celebrity restaurants. Based on the elaboration likelihood model (ELM), our research examines the heterogeneous effects of social media types (owned media vs. earned media) on impulse buying intention in three scenario-based experiments. The findings reveal that compared to owned media, earned media can trigger a stronger impulse buying intention. Moreover, the awakening of interest and brand trust play mediating roles in this process. However, high brand familiarity weakens the effect of earned media on customers’ impulse buying intention, awakening of interest, and brand trust. Our findings improve the understanding of the functions of social media types and provide management implications for developing marketing strategies.