Favorite Brand Research Articles

The relationship between fixed mindsets, brand-self engagement, and brand favorability

The current research explores whether a fixed mindset—the belief that human characteristics are fixed in nature—is associated with the tendency to engage important brands in one's self-concept (brand-self engagement). Using a sample of American adults (N = 325), we conducted a cross-sectional survey wherein participants completed measures of mindsets, brand-self engagement, and brand favorability. The results of this research indicate that fixed mindsets are positively associated with engaging brands in one's self-concept, which in turn is associated with the degree to which people like their favorite brand. Based on prior work, we suggest that the relationship between fixed mindsets and brand-self engagement is due to chronic signaling motives, which results in a notable consequence: in general, brands become incorporated into one's self-concept as a detectable individual difference.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

PurposeExerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions.Design/methodology/approachData was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents.FindingsFindings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty.Originality/valueTheoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

Marvel, DC, and Sport: Investigating Rivalry in the Sport and Comic Settings

ObjectiveThe current article empirically investigated differences in fandom and rivalry between fans of a sport team and fans of the Marvel or DC comic brands.MethodsAn online survey was distributed to fans of a sport team and/or the comic genre to measure how fans identified with their favorite brands (both sport and comics), and how they felt toward their rival brands.ResultsResults illustrated that sport fans reported higher identification with their favorite teams than did fans of Marvel or DC toward their favorite brands. Additionally, fans of sport reported more negative perceptions of their rival teams than fans of the comic genre. Finally, people who were fans of both a sport team and the comic genre were more positive regarding their rival than fans who were a fan of only a sport team or the comic genre.ConclusionTheoretical implications include support for the measures in a nonsport setting along with support for the common in‐group model. Practical implications deriving from the findings are discussed, and avenues for future research are presented.

Detecting the Influencer on Social Networks Using Passion Point and Measures of Information Propagation †

Influencer marketing is a modern method that uses influential users to approach goal customers easily and quickly. An online social network is a useful platform to detect the most effective influencer for a brand. Thus, we have an issue: how can we extract user data to determine an influencer? In this paper, a model for representing a social network based on users, tags, and the relationships among them, called the SNet model, is presented. A graph-based approach for computing the impact of users and the speed of information propagation, and measuring the favorite brand of a user and sharing the similar brand characteristics, called a passion point, is proposed. Therefore, we consider two main influential measures, including the extent of the influence on other people by the relationships between users and the concern to user’s tags, and the tag propagation through social pulse on the social network. Based on these, the problem of determining the influencer of a specific brand on a social network is solved. The results of this method are used to run the influencer marketing strategy in practice and have obtained positive results.

Motives to engage with sports brands on Facebook and Instagram–The case of a Portuguese football club

PurposeSocial network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands on Facebook and Instagram.Design/methodology/approachAn online survey was performed, resulting in 214 valid responses. As the social media strategy followed by the football brand analysed was built around games, the authors divided fans into two groups based on the main method in which the club's games are watched: in stadium versus mediated. Multiple linear regression analysis was used to explore the relationship between motivations and fans' engagement, through content consumption and contribution, on Facebook and Instagram. Analysis was performed first with the whole sample and then by group (stadium attendance vs mediated attendance fans).FindingsThe findings show that social influence, entertainment, searching for information and rewards are the most relevant motivations for consumers to engage with brand-related content on Facebook. Entertainment, rewards and social influence are the main motivations influencing consumer interactions on Instagram. Group moderation was only confirmed in the impact of social influence on Facebook page content consumption.Originality/valueThe results provide valuable insights into the social media marketing activities of sports brands, which will assist brand managers to develop strategies for effectively stimulating engagement with the different groups of fans.

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Brands are rapidly moving away from the traditional transactional approach to a relational journey with their users. In most cases, Consumer- Brand Relationships are based on the extent of congruence between individuals and their favourite brands. This paper aims to contribute to this journey and understand the genesis and outcomes of such a relationship wherein the consumer feels “proud” to be associated with his/her brand. Specifically the purpose of the paper is to understand the antecedents and consequences of a less explored construct, Brand Pride. This conceptual paper is based on an extensive and detailed review of literature pertaining to the areas of emotional branding, consumer-brand relationships, pride in brand associations, self-congruence and behavioral outcomes. It also evaluates the impact of a narssistic personality on such relationships. The authors propose a conceptual framework for Brand Pride which would lead to a deeper understanding in the phenomenology of Brand Pride and its subsequent impact on higher order Consumer-Brand Relationships. Crystallization of this concept would lead to invaluable insights in the advancement in emotional branding both for academicians and practitioners, with Brand Pride being the emotion in focus.

Social Media as a Contemporary Communication Tool Between a City and its Users – a Theoretical Approach

Social media have become a standard in contemporary communication. That is especially true for business which jumped at the opportunity to con­nect with current and prospective customers allowing them to integrate with their favourite brands and products even further. This trend, however, seems to be absent in the public domain. Local authorities notice social media but attempt to use it in a one-to-many format, which is incompatible with the interactive nature of the new medium. Cities can strongly benefit from an active presence in the social sphere as it opens new paths to co-governance and better communication.

Children’s relationships with brands: intergenerational and transgressions

PurposeThe purpose of this paper is to understand and explore how young children relate to brands. The paper specifically attempts to explore their favourite and everyday brands with which they interact, understand the phenomenon of intergenerational transfer of brands, and study how child consumers experience and cope with brand transgressions.Design/methodology/approachThis is a qualitative study where 20 in-depth interviews were conducted among young Indian children in the age-group of 8–12 years. For data analysis “iterative method” is used. Inspiration was taken from Spiggle’s (1994), Ereaut’s (2002) and Holt and Thompson (2004).FindingsChildren’s relationships with brands are mainly characterised by four categories: their favourite brands, everyday brands, intergenerational brands and brand transgressions. Children’s favourite brands can be categorised in fantasy, yummy, identity construction, social bonding, technology and trusted brands. Parents have a big influence on kids’ lives leading to intergenerational brand-transfer. Children consumers also reveal having experience brand transgressions, more importantly, they also show signs of brand forgiveness.Originality/valueThis qualitative study has addressed the pressing need to understand child understands of brands. This is one of the very few empirical studies that have investigated child consumer behaviour regarding their association with brands.

A varietal-specific approach to investigate wine risk perception in South Africa

Purpose This study aims to describe South African consumers’ wine risk perception on varietal level with recommendations for Chenin blanc. Design/methodology/approach An exploratory mixed methods approach was followed where qualitative data were used to develop the questionnaire. Quantitative data were collected from 2,051 respondents using an online survey. ANOVA and Fischer least significance difference tests were used to indicate statistical significance. Findings Significant perceived risks (PRs) associated with Chenin blanc across age and ethnic groups were functional, time and financial risks. Risk-reducing strategies (RRS) in the white wine category were favourite brands and a trusted store, while Sauvignon blanc was also described as an RRS. Recommended Chenin blanc RRS include tastings and events with food. Research limitations/implications Measurement of PR remains challenging. This research approach can be reproduced and/or adapted to investigate other struggling varietals and/or regions-of-origin. The convenience sample limits generalisability. Practical implications Segments were identified to develop new markets for Chenin blanc. RRS emphasise the importance of real sensory experience rather than media exposure to build knowledge and familiarity. Originality/value This study is a pioneering endeavour in terms of using an exploratory mixed methods research approach to investigate and describe risk perception of a specific wine varietal. Recommendations, with implications for strategic marketing decisions, are made for South African Chenin blanc.

Маркетинговое исследование рынка бутилированной питьевой воды

Drinking water holds a valuable place in human ration. When choosing a water brand, the consumer is guided by a number of factors. Customers place various demands on a product. Thus, during the market launch the manufacturer needs to
 know the consumer’s attitude to a given product. The determinant factors for product purchase include consumer’s knowledge of product trade names, information awareness, recognition of the product among other manufacturers, and advertising response. The marketing research was conducted in the city of Biysk (Altai Krai, Russia) and pursued the following goals: to determine public attitudes to bottled drinking water; to assess the factors that influence buying decisions; to evaluate the perspective presence of Altai Krai’s manufacturers at the bottled water market. The research was done through questionnaire survey and provided fairly complete information on consumers’ opinions, choices, and behavior. This survey covered different consumer categories, a total of 300 respondents of different age groups, income level, and social class. The survey results demonstrated that 56.6% of the respondents still use tap water. However, only 15.8% actually give their precedence to tap water value account; the remaining 84.2% can therefore be viewed as potential customers. The survey revealed that the major consumer’s criterion for water is the product price (42.8%). The second criterion in order of importance is the water quality, which constituted 16.7% of the total number of respondents. The paper contains data on consumers’ preferences by water manufacturers. The consumers were found to use water of manufacturers from other regions (51.6%). Only 42.4% gave their preference to local manufacturers, though Altai Krai is famous for its environmentally-clean drinking water sources. Price choices for drinking water were ascertained, and 53.6% of the respondents were found to be ready to pay 40 to 60 rubles per liter, which corresponds with the local manufacturers’ pricing policy. When asked if the quality of local water brands is trustworthy, the great majority of the consumers (86.4%) gave credit to the local manufacturers’ water quality. Based on the data on favourite brands, the most popular brands turned out to be the most promoted ones. The local manufacturers’ efforts in this direction require available persuasion means, such as ad placement in mass media and promotional events at sales places.

Fashion Brand Love: Application of a Cognition–Affect–Conation Model

A large numbers of studies have supported the crucial role of brand love in consumer–brand relationships; however, research that examines fashion brand love and its relationship with cognitive aspects and self-concept congruency remains limited. Therefore, the purpose of this study was to identify important factors that are associated with fashion brand love. A questionnaire in which participants provided self-reported responses was created to measure the constructs and structural equation modeling (SEM) and independent sample t-tests were conducted to test the hypothesized relationships. Our results indicated that consumers who know more about fashion brands are more likely to have stronger emotional attachment to their favorite fashion brand and brand love, in turn, has a significant effect on performing brand-loyal behaviors. Furthermore, our results demonstrated that fashion brand love is strongly associated with actual and ideal self-congruity. These findings suggest that it is important for fashion brands to focus on developing affective relationships with consumers to gain brand loyalty and one way to achieve this goal is to enhance brand awareness or knowledge among consumers. Fashion brands also need to invest in activities that aim to deliver a brand image congruent with actual and ideal self-concepts of the target market.

WTP for Luxury EVs and their Attributes: A Bayesian Approach to Highlight the Ecology Effect on DM

Environmental friendliness, ecology and sustainability are all concepts challenging today’s’ industry, especially the luxury market. This paper investigates the WTP for luxury electric vehicles and their attributes within the favorite brand. We therefore highlight the ecology effect on Decision making (loyalty vs. churning).

Exploring behavioral branding: managing convergence of brand attributes and vogue

PurposeThis paper aims to address a fundamental research question on behavioral branding, as how behavioral branding experience in reference to self-congruence, brand attributes and vogue leads to a positive influence on behavioral branding.Design/methodology/approachThis study is based on the qualitative information gathered from 25 purposively selected respondents using semi-structured research interviews in the Mexico City. The respondents belonged to the young executive segment within the age group of 20-40, who had trendy knowledge of fashion accessory brands and exhibited behavior toward buying high profile consumer brands. The respondents were located in the northern (Roma Sur) and southern (Coyoacan) municipalities of Mexico City representing 28 per cent male and 72 per cent female sample population.FindingsBrands following the vogue in the market engage consumers emotionally toward its use and public expressions. The effect of vogue in fashion accessories was found to be greater for women. This effect influences personality traits, and comparison of appearance and social status. Brand attributes reveal a set of characteristics that identify the physical character and personality traits of the brand, congruent with the consumer emotions through which consumers identify themselves. Brand personality traits include brand image, responsiveness and trust among consumers. Consumer brand knowledge during the survey was explored in reference to the behavioral branding by gathering answers to what consumers identified as their favorite fashion accessory brands. Consumer perception on brand image, perceived use value and societal recognition to the brand drive the brand attachment feeling among consumers. Consumers personify the brands at an accelerated pace, and they get associated to these brands.Research limitations/implicationsLike many other empirical studies, this study also has some limitations in reference to the research methodology, sampling, data collection and generalization of the findings. As this study is qualitative in nature, there are possibilities of subjectivity in the responses, which might not be compatible with the quantitative data, if researched with such methodology.Practical implicationsThis study prompts specific managerial implications allowing managers with insights to better understand the consumer perceptions on fashion brands, vogue and the cognitive dimensions in adopting the behavioral brands of the fashion industry. The study demonstrates that the process of co-creation of fashion brands, and setting up vogue in the society is based on the social needs and consumer engagement in the vogue.Originality/valueThere is paucity of qualitative research literature on brand behavior in reference to hispanic consumers in general and in reference to Mexican consumer in particular. Hence, this paper contributes to the existing literature. There are not many empirical studies that have addressed these questions either in isolation, or considering the interrelationship of the above factors. The determinants of brand behavior analyzed in this study can be further explored broadly with the consumer value and lifestyle management.

The role of cognitive feelings and content information in the evaluations of sport brands

ABSTRACTPurpose: The purpose of this investigation was twofold. First, we examined the influence of cognitive feelings and content information on evaluations of sports brands coming from sports goods manufacturing. Second, we examined if the hypothesized mediation effect of cognitive feelings was moderated by experiential thinking style.Methodology: We randomly assigned sport consumers from Mexico to two experimental conditions: recalling two versus six brand attributes of their favorite brand and completed a set of questionnaires assessing brand quality, ease of recall, demographic questions, and thinking style (study 2).Findings: Results from study 1 and study 2, a conceptual replication, showed the hypothesized mediation effect of cognitive feelings on recalling fewer brand attributes and brand evaluations. This mediated effect was replicated in study 2; hence it was not conditioned by experiential thinking style.Practical implications: Our findings have implications for sport market research and brand managers.Research contribution: Our findings served to illustrate the importance of conducting experiments to understand some aspects of sport consumer behavior and to shade light on how brand evaluations were informed by cognitive feelings.

Does messaging matter? Investigating the influence of media headlines on perceptions and attitudes of the in-group and out-group

ABSTRACT Messaging and media stories can influence several aspects of consumer perceptions and behaviors. We experimentally investigated how exposure to various mediated messages and headlines influenced perceptions of favorite and rival brands. Using the sport setting, fans were exposed to either a positive, neutral, or negative story regarding an upcoming contest between their favorite team and rival team. Results showed that people exposed to a story about a fight between rival supporters (i.e., negative story) reported stronger negative perceptions toward the rival team and also negative attitudes toward the favorite team than people exposed to a story about a joint-blood drive (i.e., positive story). Discussion focuses on what sport and non-sport practitioners can learn from the findings and how they can work to decrease the effects of negative publicity.

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACTSocial media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.

Millennial’s engagement with fashion brands

PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.Design/methodology/approachData are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.FindingsThe study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.Originality/valueThe study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.

Incentives for environmental research and development: Consumer preferences, competitive pressure and emissions taxation

This paper examines the incentives of firms in exerting research and development (R&D) efforts to reduce the environmental cost of their production processes. Firms in almost every sector face mounting pressures from consumers, competitors and regulators to conduct environmental R&D. However, many are standing still due (mainly in part) to the trade-offs between benefits and costs, uncertainties and effectiveness of R&D activities. This paper presents a two-stage duopoly model that demonstrates how consumer demands, competitor actions and regulatory requirements can impact firms’ environmental R&D incentives. On the policy front, firms are regulated by a constant unit emissions cost under an emissions tax. On the demand side, in addition to deriving economic value from the product, consumers incur heterogeneous intrinsic costs (due to altruistic concerns) to consume environmentally inferior products, and exhibit “egoistic” preferences to consume their favorite brand. On the supply side, the efforts exerted by a firm generate a probability of R&D success with which the firm decreases the environmental cost of its production process, and the R&D cost exhibits diminishing returns to scale for R&D efforts. In this context, two firms compete on their R&D and pricing decisions in a two-stage game framework. Our results showcase a number of scenarios in which those external forces can induce firms to exert higher R&D efforts, some of which are counter-intuitive and contrary to commonly held assumptions and arguments about the role of consumer, competitive and regulatory pressures in environmental development.

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.

Friendroid by M.M. Vaughan

Reviewed by: Friendroid by M.M. Vaughan Wesley Jacques Vaughan, M.M. Friendroid. McElderry, 2019 [384p] Trade ed. ISBN 978-1-4814-9065-8 $17.99 E-book ed. ISBN 978-1-4814-9067-2 $10.99 Reviewed from galleys R* Gr. 5-8 Twelve-year-old Danny Lazio tells the reader up front, before he flashes back to the story, that his best friend Eric “Slick” Young is a robot—scratch that, was a robot. [End Page 317] What follows is shared narration of their unlikely friendship as it develops over video games and computer building, then the reveal that not only is Slick a robot (which neither Slick nor Danny know), he’s a walking, talking advertisement for all things preteen from clothing to social media to music. At first, Slick just comes off as frustratingly shallow and brand-conscious—even his nickname comes from how often he mentions his favorite brand of sneakers—but as the first child model of Jeopardy Advertising’s “Canny Valley” line of androids, Slick wins Danny (and others) over with his wide-eyed honesty and earnest reflections on what it means to be a good friend. When Jeopardy Advertising determines he’s become a liability that needs to be wiped clean, can Danny find a way to save him? There’s much to discuss and enjoy here in this deeply smart, potentially unnerving, but unrelentingly funny sci-fi story. Copyright © 2019 The Board of Trustees of the University of Illinois