Brand Liking Research Articles

The Dynamics between Intrusiveness of Disruptive Ads, Behavior to Seen Disruptive Ads and Brand Response: A Case Study on a Selected Arabic Youth

Through Structural Equation Modelling, the study shed light on the interplay between the intrusiveness of disruptive advertisements, their behavior towards them, and brand preference. The study sought to understand the interrelationships between these three variables instead of limiting the study to using and measuring the level of intrusion and behavior as a precursor to brand preference. In this study, brand preference is measured using four variables i.e., brand recall, message recall, call to action, and brand liking. These variables are adopted from Keller's Brand Equity Model.
 The variable intrusiveness was represented by 4 exogenous variables- obtrusiveness, intrusiveness, invasiveness, interference, and distraction [1]. The quasi-experimental research was done involving students in an Arabic university to measure these variables. The experiment was done by showing a video clip to the respondents where a disruptive ad pops up randomly. After watching the video, the respondents were asked to answer a questionnaire developed specifically for this reason.
 The researchers subjected the data through exploratory factor analysis and a two-stage confirmatory factor analysis before arriving at a hypothesized model. Interestingly, it was found out that the respondent's attitude towards a disruptive advertisement has a weak association with both their behavior towards them and brand preference. A significant association, however, was seen between behavior and brand preference.

A Brand Like a Friend—How Brand Likeability Influences Brand Perception

Being the customer’s friend is considered an advantageous position for a brand. To achieve this position, brand likeability, that is, the degree of perceived appeal a customer has for a brand, plays an important role. Research suggests that satisfaction and loyalty are outcomes of likeability. However, little is known about its influence on perceptions of objective brand attributes. The present study uncovers that brand likeability positively influences both product quality and price fairness. Moreover, likeability affects loyalty, both directly and mediated by the constructs of product quality, price fairness, and satisfaction. Thus, achieving likeability as a brand can be regarded as a key task of brand management. If a brand is perceived as likeable, the chances that customers will be willing to accept a price premium and overlook qualitative shortcomings of a product are higher.

Digital Body Disturbances in Advertising: Attraction or Repulsion?

In advertising, the digital manipulation of the human body involves removing, adding, distorting, replacing, or disfiguring body parts, creating a unique form of schema violation. Such manipulations—termed body disturbance (BD)—are generally designed to attract attention, underscore message content, and inject humor. Based on our lifetime of exposure to the human body’s appearance, properties, and capabilities, our schema is well established, and the disfiguring or distorting of the human body can elicit strong emotional and physiological reactions. This two-part study shows that BD functions similarly to other types of schema violations in terms of its attractive force, rendering such ads as more intriguing, entertaining, and humorous, thus leading to greater eye fixation and elaboration. Yet unlike most schema violations in advertising, BD ads evoke more aversive reactions compared to non-BD ads, resulting in lower ad and brand liking and offering no advantage in terms of greater recall of ad copy, brand logo, brand name, or product type. Further results and implications for advertisers are discussed.

PENGARUH KEPERCAYAAN KONSUMEN PADA MEREK TERHADAP LOYALITAS MEREK PT SINAR MAS WISESA DI BALIKPAPAN

This study aimed to test the significance of the influence of consumer trust in the brand to brand loyalty PT Sinar Mas Wisesa in Balikpapan. The model used in this study is SEM (Structural Equation Model) with approach to PLS (Partial Least Square) that is useful to observe the direct and indirect influence of the variables brand reputation, brand competence, quality, trust in the company, brand liking, consumer trust in brand and brand loyalty. This study population are the owners or home buyers in the Balikpapan Baru, the sampling technique used a convenience sampling method in which sampling is done from the customer's most easily found or accessed, the amount of a sample of 128 respondents. The results of this study indicate that the presence of a significant effect of the construct of brand reputation, quality and trust in the company to consumer trust in the brand as well as a significant influence on consumer trust in brand to loyalty brand

Investigating the causes and consequences of addiction to high-Tech brands

ABSTRACT The purpose of this research is to investigate the causes and consequences of high-tech brands. We surveyed 360 customers in Lebanon on the causes and effects of brand addiction. The results show that brand love, brand liking, brand attachment, and brand passion have a positive impact on brand addiction. Also, our study reveals that addiction to high-tech brands has a positive impact on life happiness and self-esteem. This research offers new theoretical and managerial contributions to the research of brand addiction.

Why do consumers engage in online brand communities – and why should brands care?

Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect data through convenience sampling; 497 useable questionnaires were collected. Findings The results of the structural equation modelling show that hedonic motivations are more prevalent in Facebook brand communities than utilitarian motivations. When considering the outcomes of online engagement, loyalty towards the brand community is the strongest outcome, followed by word-of-mouth and purchase intention. Research limitations/implications This research indicates that marketers should focus on creating content on Facebook brand communities that appeals to the hedonic needs of consumers, such as brand likeability, entertainment and interpersonal utility. This type of content will motivate members of these brand communities to engage online. When consumers engage online, it creates benefits for the brand such as loyalty, word-of-mouth and purchase intention. Originality/value This study presents a framework for investigating consumers’ motivation to engage online, based on a theoretical underpinning of both sense of community theory and uses and gratification theory. It also identifies three outcomes for brands that explain why it is worthwhile for firms to invest in engaging with consumers in Facebook brand communities while including a wide range of brand communities.

PENGARUH KEPERCAYAAN KONSUMEN PADA MEREK TERHADAP LOYALITAS MEREK PT SINAR MAS WISESA DI BALIKPAPAN

This study aimed to test the significance of the influence of consumer trust in the brand to brand loyalty PT Sinar Mas Wisesa in Balikpapan.The model used in this study is SEM (Structural Equation Model) with approach to PLS (Partial Least Square) that is useful to observe the direct and indirect influence of the variables brand reputation, brand competence, quality, trust in the company, brand liking, consumer trust in brand and brand loyalty. This study population are the owners or home buyers in the Balikpapan Baru, the sampling technique used a convenience sampling method in which sampling is done from the customer's most easily found or accessed, the amount of a sample of 128 respondents.The results of this study indicate that the presence of a significant effect of the construct of brand reputation, quality and trust in the company to consumer trust in the brand as well as a significant influence on consumer trust in brand to loyalty brand.

Brand liking and consumer gratitude effects on consumer-brand love relationships and repurchase intention

Brand liking and consumer gratitude effects on consumer-brand love relationships and repurchase intention

Peran Brand Likeability dalam Memoderasi Hubungan antara Ekuitas Merek dan Kinerja Merek pada Bank Syariah

This research aims to find the effect of brand equity towards brand performance moderated by brand likeability, where brand equity is explained by it’s four dimensions, which are brand awareness, brand association, perceived quality and brand loyalty. Using quantitative approach, this research uses questionnaire method with Likert scale and specifically targets customers of Bank Syariah Mandiri. The amount of sample being used in this research is 166 respondents. Before the questionnaire was opened to the public, it was tested by the first 30 respondents, consisting lecturer and students of Islamic Economics major in Padjadjaran University. The obtained data then processed using Structural Equation Modelling (SEM) on AMOS software. The results found that brand equity moderated by brand likeability has a significant effect on brand performance. In addition, among the four dimensions of brand equity, only brand awareness has a significant relationship with brand performance.

Brand Liking and Consumer Gratitude effects on Consumer-Brand Love Relationships and Repurchase Intention

This paper extends understanding of consumer-brand love relationships by examining the effects of brand likeability and consumer gratitude, as antecedents of brand love, on brand love creation and consumer repurchase intention. This is examined for service-products characterised relative to the dominance of their intangible elements, hence accounting for their search, experience and credence qualities. Using PLS-SEM and empirical data from an online survey, results indicate that brand likeability and consumer gratitude are directly related, and both constructs are positively associated with brand love for the three types of service-products, such that consumer gratitude is a significant mediator in the relationship between brand likeability and brand love. Examining brand likeability and gratitude effects on brand love narrows the knowledge gap in the brand love literature leading to important managerial implications, allowing for the development of effective brand strategies for strengthening consumer repurchase intention.

THE ANALYSIS OF HABITUAL BUYING BEHAVIOUR

This study is to test the effect of information and brand liking support for habitual buying behavior. This research sample of 100 respondents, taken based on Purposive Sampling .The data analysis uses PLS software. This path analysis technique will be used in testing the amount of contribution shown by the path coefficient on each path diagram of the causal relationship between variables X1, X2, on Y. Information support have a positive and significant effect on habitual buying behaviour Brand liking negative effect on habitual buying behavior and information is able to mediate the effect between brand liking on habitual buying behaviour. information and brand liking had positively and significantly influenced the consumer’ responses to habitual buying behavior. The findings of this study contribute to the theory of habitual buying behaviour, namely information and important factors in realizing habitul buying behaviour.

Inspection or Play? A Study of How Augmented Reality Technology Can Be Utilized in Advertising

This study presents one of the earliest empirical studies that evaluates the effects of different interactivity and message design aspects of augmented reality (AR) advertising on consumer response. Specifically, this research examined whether and how AR interaction type (i.e., instrumental versus hedonic), ad context (i.e., realistic versus imaginative), and product type (think versus feel) jointly influence perceived ad informativeness and brand liking. A laboratory experiment with 213 college students was conducted using print ads with marker-based AR technology. The results suggested the effectiveness of instrumental AR interaction and the mediating role of telepresence. Based on the study findings, theoretical and strategic implications are discussed.

The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty

Drawing on relational tie theory and theory of trust, this study examines the role of affective and cognitive trust in mediating the relationship between corporate brands and consumers, and in loyalty towards corporate brands of national dairy products in China. The study also investigates the moderating effect of peer influence on corporate brand and consumer relationships and the two trust types. Using survey data from 600 consumers, the study shows that while cognitive trust mediates the relationships between certain corporate brand and consumer constructs, including corporate brand competence and corporate brand communication and loyalty, affective trust mediates the effect of loyalty on corporate brand and consumer relationship constructs, including corporate brand communication, corporate brand liking and corporate brand similarity. Peer influence is found only to have a positive moderating effect on corporate brand communication regarding affective trust.

#Sponsored! How the recognition of sponsoring on Instagram posts affects adolescents’ brand evaluations through source evaluations

Through sponsored content that appears on Instagram users' feeds, advertisers aim to increase brand awareness and induce brand liking. This study examines whether or not the source of this sponsored content plays a crucial role in determining advertising effectiveness among adolescents (aged twelve to eighteen years, N = 131). In particular, sponsored content can be endorsed by the brand itself or by a social media influencer who has been compensated to promote the brand on his/her Instagram profile. Adolescents are often not aware that the sponsored influencer post is advertising, which thereby obstructs a critical reflection. Although previous research indicates that adding a proper disclosure can slightly increase users' advertising recognition, it is unclear both how this recognition further affects users’ processing of sponsored content and whether or not this process differs for content posted by brands and content posted by influencers. This study therefore experimentally examines the moderating role of advertising recognition on these source effects. The results reveal that influencer posts lead to higher brand liking, whereas brand posts lead to higher brand awareness. Furthermore, influencers are more greatly admired, whereas brands are perceived as more credible (when advertising recognition is high).

Influences of sensory attribute intensity, emotional responses, and non-sensory factors on purchase intent toward mixed-vegetable juice products under informed tasting condition

Product-related sensory and non-sensory cues have been studied in the past to understand purchase behavior among consumers. However, there has been little research related to integrating emotional responses with such cues to achieve better prediction of consumer purchase behavior. This study aimed to determine the impacts of sensory attribute intensities (SAI), non-sensory factors (NSF), and emotions on purchase intent and consumer choice. Emotional responses were measured using a self-reported emotion questionnaire (EQ), facial expression analysis (FE), and autonomic nervous system responses (ANS). Sixty-nine adults were asked to view product labels, and look at, smell, and drink five commercially-available vegetable juice samples. For each sample, SAI, NSF, EQ, FE, ANS, and purchase intent ratings were measured. Participants were also asked to select the one they would be most likely to buy. Results showed that the five samples differed significantly with respect to SAI, NSF, and emotional responses measured by EQ and FEs. SAI (bitterness intensity) and NSF (brand liking) played an extremely important role in purchase-related behavior of vegetable juice products. Correlation analysis and a PLSR prediction model further revealed that products with higher ratings of purchase intent elicited lower levels of negative emotions and higher levels of positive emotions, as measured by EQ as well as FE. In conclusion, this study shows that NSF in combination with SAI and emotions measured using EQ and FE can modulate consumer purchase intent toward vegetable juice products under informed tasting conditions.

Applying uses and gratifications theory to understand customer participation in social media brand communities

PurposeThe purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth (WOM) in social media brand communities.Design/methodology/approachThe data were collected from 352 respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling.FindingsThe findings depicted that among all gratifications obtained in the social media context, information seeking, incentive and brand likeability strongly affect customer participation, which sequentially affect brand trust, commitment and WOM in social media brand communities. In the context of social media brand communities, brand trust partially mediates the relationship between customer participation and its two outcome variables (brand commitment and WOM).Originality/valueThe present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers use social media and participate in social media brand communities.

“Branded, biased and it wants to sell a product”: typical ad representations influence the effect of ad recognition: a mixed-method research

In the present two-study mixed-method research, we aimed to explore how different ad representation dimensions influence the recognition of new advertising formats. Furthermore, we also investigated the effect of ad recognition on ad and brand liking. In line with the past applications of schema theory to advertising (Evans and Park 2015), as well as categorization theories, we found in both studies that ad representation dimensions influence ad recognition of new advertising formats, especially when the relevant feature is present in the ad. Ad representation dimensions such as branded, biased or selling facilitated ad recognition, while informative had a negative effect on ad recognition. The sponsored journal article represented an exception as both branded and biased representations hindered ad recognition. Furthermore, the effect of ad recognition on ad and brand liking varied across the tested messages. Theoretical and practical implications have been formulated. Future research might consider to further explore the effect of ad schemas on advertising and brand attitudes.

Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania

The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of ICT platforms such as social media, especially digital video sharing conduits (e.g., YouTube), among the Millennial cohort has become an important marketing communication platform for organisations to reach this evasive target market. The extensive use of YouTube has generated billions of dollars in marketing communication income, but there is limited academic inquiry in terms of in developing economies, particularly regarding the effect of online usage and demographic factors among Millennials. This paper examines the effect of YouTube marketing communication on affective (attitudinal) responses, meaning brand liking and the impact on brand preference, among Millennials in two developing economies, Romania and South Africa, as well as the influence of usage and demographic factors on the affective (attitudinal) association. A survey was conducted among 400 Romanian and 400 South African respondents, and the hypothesised associations were evaluated via structural equation modelling (SEM) and multigroup SEM. The results of this paper reveal a favourable connection between brand liking and brand preference as a result of YouTube marketing communication, making a notable contribution to the limited YouTube inquiry on attitude-to-advertising theory in developing economies regarding brands in general and sustainable offers in particular. A number of the online usage and demographic factors were also found to have an effect on the brand liking and preference association, supporting in the reduction of the academic–practitioner gap, and assisting organisations in better understanding Millennials in the development of effective marketing communication campaigns on video sharing platforms.

Antecedents and Consequences of Brand Trust for Pharmaceutical Drug Products

The health industry potential in Indonesia is not optimal yet because of limited number of players in this industry (Kemenkes, 2017) even if health is an important factor. Based on the 2016 data of the Ministry of Health, there are 214 companies of Pharmaceutical Industry in Indonesia. Compared to total Indonesian population of about 257 million, this indicates the limited number of the industry players (detik.com accessed on March 18, 2019 at 21.00). To be attractive to the public, a business should have competitive advantage and consumers’ trust so as to attract consumers and make them willing to pay for what is offered and trust its brand. Consumers’ level of trust in brand of pharmaceutical products is lacking or often misguided (Rotfeld, 2009). Researches on brand trust in pharmaceutical products have not been conducted extensively and therefore result in difference between theory and field fact. The author studies brand trust in pharmaceutical products using the Consumer – Brand Characteristics variable as the indicator of Brand Image and Brand Personality, Brand Liking, Brand Experience, Brand Satisfaction, and Peer Support. According to (Matzler, 2016) Brand trust influences customer loyalty. 100 respondents are taken as the samples using a Purposive Sampling technique, which is based on certain criteria for maximum information. This research’s criteria are 21 to 60 years old non-health worker. The analysis employs SEM with software SPSS AMOS. The research concludes that Brand Image, Brand Personality, Brand Experience, Brand Satisfaction, and Peer Consumer influence Brand Trust, and Brand Trust influences consumer loyalty.

When accidents are good for a brand

In this research we demonstrate that negative press about accidents caused by users can counterintuitively improve brand evaluations. In two studies, we find an interaction between the brand diagnosticity of the user accident and the degree to which consumers identify with the brand. Following negative press about a user accident, low brand identifiers decrease their brand liking and high brand identifiers increase their brand liking, but only when the accident is brand diagnostic (e.g., a fast car brand in a speed-related accident).