Fictitious Brand Research Articles

Chatbot Anthropomorphism, Social Presence, Uncanniness and Brand Attitude Effects

ABSTRACT As chatbots become the dominant technology in customer service, understanding how their design influences consumer perceptions and responses is crucial. This study investigates the impact of chatbot anthropomorphic design cues on perceived social presence and uncanniness, and their consequent effects on brand attitude. Through scenario-based experiments involving a fictitious retail brand’s chatbots, we demonstrate that anthropomorphism perceptions enhance brand attitudes mediated via social presence. However, we also find that sense of uncanniness moderates the effect of perceived anthropomorphism on social presence, with implications on brand attitude. These findings extend the CASA framework and offer novel insights into the psychological mechanisms underlying consumer–chatbot interactions. By highlighting the delicate balance between social presence and uncanniness, we provide insight that can inform chatbot design in ways that could optimize customer engagement while mitigating potential negative reactions. Our research advances theory and practice in leveraging AI-powered chatbots for enhanced brand experiences.

A committed brand facing moral dilemma crises: the role of inferred goodwill and self-brand connection in consumer regret

Purpose In an era of blurred moral boundaries, brands face “moral dilemma crises”, which are distinguished from traditional crises. Based on expectancy violations theory, this study aims to explore how consumers interpret (inferred goodwill) and evaluate (consumer regret) the precrisis committed brands, reinforced by corporate ability and responsibility (expectancies) during moral dilemma crises and whether self-brand connection moderates this relationship. Design/methodology/approach The main study used a scenario-based online survey with a purchased beauty brand, analyzed via structural equation modeling and PROCESS macro, to examine the effects of corporate ability and responsibility on regret, mediated by inferred goodwill and moderated by self-brand connection. A validation study with a fictitious brand used an online experimental design, analyzed with t-tests and ANCOVAs. Findings When corporate ability and corporate responsibility are considered together, corporate ability negatively impacts inferred goodwill (boomerang effect), whereas corporate responsibility positively impacts inferred goodwill (buffering effect). Inferred goodwill acts as a mediator that reduces regret. The negative impact of corporate ability on inferred goodwill and regret becomes stronger among consumers with strong self-brand connections. However, self-brand connection does not moderate the relationship between corporate responsibility and inferred goodwill. Originality/value This research extends the application of expectancy violations theory to moral dilemma crises, differentiates between the effects of corporate ability and responsibility, highlights the role of inferred goodwill and regret and explores the moderating effects of self-brand connection, providing tailored insights for brand management.

The perceptions of brand coappearance in product placement: cooperation, competition or coopetition?

PurposeBrands increasingly coappear in television programs while research in product placement has primarily focused on the placements of a single brand. Building on research related to product placement and cobranding, this study aims to systematically examine the roles of product competitiveness and brand competitiveness on the effectiveness of brand coappearance on television programs.Design/methodology/approachExtensive pretesting and four experimental studies were conducted. Real stimuli that had been digitally manipulated with fictitious brands were used in Study 1 (laboratory experiment involved student samples) and Study 2 (online experiment with a national sample) to examine the short- and long-term impacts of product competitiveness on brand coappearance. Real stimuli incorporated actual brands were used in Study 3 (involved advertisers’ key demographic) and Study 4 (alterative television program with a national sample) to examine the impacts of brand competitiveness and its interaction effect with product competitiveness.FindingsThe study found that coappearing with a product of high competitiveness significantly enhanced attitudes and purchase intention toward the coappearing products both in the short and long term. Product competitiveness further interacts with brand competitiveness to influence attitudes and purchase intention toward the coappearing brands suggesting a coopetition pattern for brand coappearances. The effect of brand coappearances did not vary substantially for low or high involvement products with or without character interaction.Research limitations/implicationsThe study develops a useful framework for explaining and understanding the potential spillover effects in brand coappearances. It contributes to the existing literature on product placement and cobranding, while also paving the way for future research opportunities.Practical implicationsWhen introducing new brands, marketers are advised to consider coappearance deals with more competitive brands in highly competitive product categories. Conversely, coappearance deals with less competitive brands in less competitive product categories should be adopted to promote well-known brands. Advertisers may also consider product or brand exclusivity arrangements with broadcasters to enhance the effectiveness of the product placement.Originality/valueAlthough brand coappearance in media content is likely to continue to proliferate, little is known about the phenomenon and its effects. To the best of the authors’ knowledge, this research is the first to systematically examine the perceptions toward brands coappeared in television programs.

Exploring the role of green brand extensions and greenwashing in the fashion industry

ABSTRACT Consumers’ increasing awareness of sustainability is reshaping consumption patterns, prompting fashion companies to adopt environmentally friendly initiatives. Certain fashion companies opt for brand extensions, whereas others create entirely new brand lines. Some companies even turn to greenwashing, conveying unsubstantiated claims about the eco-friendliness of their products. This study explored the combined influence of brand strategy (brand extension versus new brand name) and the presence/absence of greenwashing claims on a fictitious fashion brand company’s website on consumers’ purchase intentions. The results of our 2 × 2 between-subjects experiment show a significant interaction effect, highlighting that greenwashing significantly and adversely influences purchase intentions when fashion companies choose to use a new brand name for their innovative sustainable fashion clothing line. This study contributes valuable insights into consumer responses to different brand strategies and greenwashing in the pursuit of sustainable fashion choices.

Ad generation modalities and response to in-app advertising – an experimental study

Purpose The widespread use of mobile apps in marketing has resulted in in-app advertising to promote products and services. Research on in-app advertising has focused on several dimensions but not on the modality of ad generation. The use of artificial intelligence (AI) and memes as advertisements has paved the way for multiple ways to create them. This study aims to understand the effect of various advertisement generation modalities on an individual’s trust, attitude toward the advertisement, subjective norms, intentions and use of a particular product. Design/methodology/approach Using the theoretical lens of reasoned action and trust, the authors explored through an experimental study (five treatments-AI-generated ad and meme, human-created ad and meme and user-generated meme, and (n = 300) the consumer’s intention to purchase a fictitious shampoo brand based on in-app advertising. The respondents were exposed to one of the treatments without knowledge of the ad generation modality. Findings Trust differed significantly across all the experimental conditions. Furthermore, the authors observe that the theory of reasoned action holds for all advertising generation modalities. Originality/value The use of AI in advertising is increasing exponentially, and brands are using AI-generated content to engage with their audiences on various platforms. To the best of the authors’ knowledge, this is one of the first studies to attempt to understand the effects of various ad generation modalities on the trust, attitude and behavior of individuals. Furthermore, this study examines both AI and human-created memes and their effects. The authors suggest optimizing the prompt engineering to develop AI-generated images.

To boast or not to boast

In the current phase of artificial intelligence development, more and more attention is being paid to technologies that make autonomous decisions. Little attention has been paid to the customers’ and job seekers’ perceptions of heavily technology-empowered organizations in the management and marketing literature. The purpose of this research is to fill this research gap. A between-subject experiment with fictitious brands was conducted with 239 subjects to answer four hypotheses about customers’ attitudes, intention to use the offer, intention to recommend the company to others, and job seekers’ intentions. The results show that an autonomous algorithm universally influences job seekers more than customer referral behaviors. People confronted with brochures from banks and hospitals that use autonomous technologies express a higher intention to work in such organizations than in analogous institutions that do not offer such a service. However, only in banks that use autonomous algorithms the customers have a more positive attitude and a higher intention to use or recommend the service. The hospital’s unknown brand does not benefit from such an advertising approach. This is the first study ever conducted with fictitious brands of banks and hospitals to investigate the referral towards companies using autonomous technologies. The topic is worth exploring as key market players (such as Oracle) recognize autonomous technologies as the most ground-breaking innovation that will shape business in the coming years.

Having less or saving more: the role of social responsibility perception in reducing guilt over luxury purchases

PurposeThis paper aims to challenge the notion that “having-less” – limiting consumption of scarce resources to a select few – represents a social responsibility route toward guilt reduction. It rather argues that “saving-more” – the purposeful pursuit of conscious and collaborative consumption – captures consumers’ true representations of responsible luxury which in turn reduces anticipated guilt.Design/methodology/approachSix experiments using different operationalizations of saving-more (vs. having-less) and a mix of fictitious and real luxury brands were conducted on real luxury buyers.FindingsThe findings demonstrate that saving-more (vs. having-less) leads to a stronger purchase intention; an effect explained by a higher responsible luxury perception and lower anticipated guilt associated with saving-more (vs. having-less). Furthermore, the ability of saving-more (vs. having-less) in building responsible luxury perception and reducing anticipated guilt is stronger (vs. weaker) when luxury is distributed based on deservingness (vs. entitlement).Research limitations/implicationsThis research proposes a novel distinction between two responsible luxury approaches: promoting limited consumption for business goals, that is, having-less and promoting conscious consumption for societal goals, that is, saving-more.Practical implicationsBrand managers can enhance responsible luxury perception and reduce consumer guilt through corporate communication, product communication and collaborative product accessibility modes. Managers must also convince consumers that their access to luxury is based on real achievements.Originality/valueThis study empirically invalidates the notion that merely invoking scarcity and rarity tactics is an expression of social responsibility. It integrates social responsibility and fairness accounts of guilt into a coherent theory of guilt over luxury consumption.

Anthropomorphised or not? Natural-organic logo’s impact on product value perceptions and consumers’ willingness to pay

PurposeBuilding on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.Design/methodology/approachTwo between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.FindingsExperimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.Research limitations/implicationsThis research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.Practical implicationsAnthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.Originality/valueTo the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

Assessing The Effects Of Product VS Country Image And Hedonic VS Utilitarian Messaging On Brand Attitude

This study aims to analyze the most effective strategy to obtain the most favorable brand attitude when promoting a brand. It examines the effectiveness of a product or country image, as well as the hedonistic and utilitarian message towards the brand attitude of a product. This study also includes the moderating effect of brand sustainability to observe the effect of a good or bad sustainability image on the brand attitude of a product. This study uses an experimental approach using a fictitious Swiss chocolate brand with either a hedonistic or utilitarian-focused message, followed by a display of a country or product image, as well as a sustainability report using the Chocolate Scorecard as a template. The participants are then given a set of four bipolar items before and after the sustainability report to rate the brand attitude of the product. The results show a non-significant relationship between hedonistic and utilitarian messages towards brand attitude, while it shows a significant relationship between country and product image towards brand attitude. The results also show that a sustainable label shows a similar positive impact towards brand attitude, while a non-sustainable label has a more adverse impact on product image compared to country image.

Sustainable luxury brands: the moderating effects of salient identity-based goals

Purpose Luxury brands struggle to communicate their sustainability commitments to consumers due to the perceived incongruence between “luxury” and “sustainability”. This study aims to provide luxury brands with insights on how to engage consumers with different social value orientations (SVOs) to make sustainable luxury purchases in a compatible manner. It investigates the relationships between personal values (symbolism/universalism), SVOs (pro-self/prosocial orientation) and behavioral intentions toward sustainable luxury brands. It further explores whether these relationships may differ when consumers view themselves as individuals (salient personal identity is activated) versus group members (salient social identity is activated). Design/methodology/approach Study 1 (N = 419) used an online experiment in which participants were randomly assigned to either salient personal or social identity conditions to test the proposed model. Study 2 (N = 438) used a fictional brand to further validate the findings. Hypotheses were tested using covariance-based structural equation modeling (CB-SEM) and multi-group SEM. Findings Results indicate that prosocial orientation significantly increases consumers’ behavioral intentions toward sustainable luxury brands. Interestingly, pro-self-orientation can also drive intentions to support sustainable luxury brands when consumers’ personal identity is salient. Salient social identity can further strengthen the relationship between prosocial orientation and sustainable luxury behavioral intentions. Originality/value This study presents a novel, inclusive definition of sustainable luxury brands and adds theoretical rigor to the SVO framework by revealing the moderating role of salient identities, contributing to the body of knowledge in luxury brand research.

More the merrier: Effects of plural brand names on perceived entitativity and brand attitude

AbstractThis research finds evidence for a plural name advantage on brand attitude. Six studies, including two archival datasets with real market brands and four experiments using fictitious brands, show that brands with plural names (e.g., Dunkin' Donuts) are associated with more favorable brand attitude than brands with singular names (e.g., Dunkin' Donut). This plural brand name advantage is driven by perceptions of brand entitativity emerging from the collective reading of plural entities. However, the positive effect of plural brand names on brand attitude is attenuated in the case of premium brands. This research has practical implications for brand name strategy and makes a theoretical contribution by bringing attention to the under‐researched space of morphology in brand name linguistics.

Shaping extendibility: The influence of circular versus angular shapes on consumer brand extension evaluation

This study proposed a novel sensory marketing strategy (shape cues) to alter consumers’ reactions to distant brand extensions. Across five studies, circular (vs. angular) shapes lead to a more favorable overall evaluation of distant rather than close brand extensions. These effects are mediated sequentially by consumers’ cognitive flexibility and fit perceptions. In line with the “cognitive flexibility” account, this study found that the influence of shapes on brand extension evaluation diminishes when a sub-branding strategy is adopted to introduce the extension product. When a direct-branding strategy was used, shape was not affected. These effects were replicated across different product categories and cultures using different approaches to demonstrate shape cues, and employing both fictitious and real brand stimuli. In addition, theoretical and managerial implications were also discussed.

The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector

PurposeThis study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.Design/methodology/approachA quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.FindingsBoth studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.Originality/valueThis study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.Practical implicationsBundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.

Creating luxury brand names in the hospitality and tourism sector: The role of sound symbolism in destination branding

Service firms can use sensory cues to provide a perception of luxury in terms of quality and service. In the area of destination branding, brand names are one of the core elements of brands that help communicate their image to a consumer in the hospitality and tourism sector. Psycholinguistics research demonstrates that linguistic cues embedded within brand names can be used to convey the image of a brand. Relying on the latest literature on psycholinguistics, branding, and hospitality services, the present study investigates the sounds and/or letters present in fictional brand names that may enhance their perception of luxury. The results demonstrate that higher-frequency sounds (e.g., i, e, f, s, v, z) appear to increase the perception of luxury brands more than lower-frequency sounds (e.g., u, o, b, d, g). Among various speech sounds, the letter v in names also increases the intention to visit luxury hospitality services (restaurants, hotels). These findings demonstrate how brands in the hospitality and tourism sectors can use certain linguistic features to signal their perception of luxury to tourists.

Study on knowledge of front-of-pack labeling and food group-based dietary intake among chronic gastritis patients.

Chronic gastritis is one of the most prevalent disorders affecting individuals, which affects hundreds of millions of people in different ways around the world. The significant incidence of poor dietary quality and diet-related illnesses may be addressed by orienting customers toward healthier food options. The objective of the study was to estimate the knowledge of front-of-package labels (FoPLs) and food group-based dietary intake of nutrients among patients with chronic gastritis. The study design was a hospital-based cross-sectional study that was done in Guntur district of Andhra Pradesh. The study population included 208 chronic gastritis patients between 20 to 60 years of age selected by systematic sampling. Detailed information on sociodemographic and lifestyle factors was collected using a questionnaire and 24-h dietary recall was done. The objective assessment of Knowledge of FoPLs was assessed mock package images representing a fictional brand to prevent other factors from interfering with product evaluation. A total of 208 patients were studied with a near-equal proportion of males and females. Among participants, more than half (57.2%) can interpret FoPL, more than three-fourths (77.4%) have a belief that they eat a healthy diet mostly and only half (52.4%) of participants are somewhat knowledgeable about nutrition, and finally almost half (46.6%) of participants are not seeing the FoP label during food purchase. The mean score of knowledge of FoP labeling was 0.92 ± 1.135. Knowledge of FOPL was positively associated with the age of study participants OR 0.178 (95% CI: 0.178 to 0.856) with P value = 0.02. Grains have the maximum intake among all the food groups with a mean intake of 123.21 g/day. The majority of participants do not know the food labeling, thus methods of education that focus on dietary interventions are urgently needed to raise awareness among the people.

Flatness promotes modernity: logo flatness and consumers' perception of brand image

PurposeThe brand logo, as a fundamental element of marketing communications, serves as a crucial visual representation of a brand. In the current era of mobile Internet, logo flatness has become a new trend in practice. However, there remains a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes.Design/methodology/approachAcross four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo flatness on consumer perceptions and brand attitudes.FindingsResults show that logo flatness promotes the perception of modernity due to the simplicity it presents. Consumers will evaluate the brand more positively when their perception of the logo association is congruent with the brand image. Notably, traditional brands using skeuomorphic logos and modern brands employing flat logos can effectively enhance consumers' brand attitudes.Practical implicationsThe findings of this study have significant implications for businesses seeking to enhance consumers' brand attitude and foster brand renewal through the strategic selection and design of logos that align with their brand image.Originality/valueThis study provides a theoretical and empirical test of the influence of logo flatness on consumers' perception of brand image, thereby enriching the existing research on brand management.

The effects of team diversity on promoting sustainable luxury products

PurposeThis research examines the effect of team diversity on customer behavior (purchase likelihood) associated with sustainable luxury products and further considers the mediating role of customer skepticism and the moderating role of the growth mindset in these relationships.Design/methodology/approachStudy 1 aims to confirm the direct effect of team diversity on purchase intention and the mediating effect of customer skepticism. Featuring a fictitious brand, Study 2 seeks to test the moderating effects of a growth mindset. This research recruits participants located in the USA who have shopping experiences with a luxury product.FindingsThe findings support the notion that team diversity can mitigate customers' skepticism while enhancing purchase likelihood. Moreover, this effect is stronger among those with a growth mindset. As such, the findings suggest that communicating the heterogeneous composition of team members can benefit sustainable luxury brands.Originality/valueUnderpinned by the signaling theory and incremental theory, this research examines the effects of team diversity on customer behavior (purchase likelihood) related to sustainable luxury products, as well as the role of customer skepticism (as a mediator) and a growth mindset (as a moderator) in these relationships. Thus, the findings broaden the current diversity research which has predominantly focused on team decision-making and performance.

“Me” means more than “good”: stimuli’s self-relevance matters more than valence in shaping evaluative learning via the self

ABSTRACT Stimuli that relate to the self tend to be better liked. The Self-Referencing (SR) task is a paradigm whereby one target categorised through the same action as self-stimuli (i.e. possessive pronouns) is preferred over an alternative target categorised through the same action as other-stimuli. Past studies on the SR showed that valence could not fully account for the observed effect. Here we explored self-relevance as a possible explanation. Across four studies (N = 567), participants selected self-relevant and self-irrelevant adjectives to be used as source stimuli in a Personal-SR task. In that task, the two classes of stimuli were paired with two fictitious brands. We measured automatic (IAT) and self-reported preferences, and identification with the brands. Experiment 1 showed that the brand paired with positive self-relevant adjectives became more positive than the one paired with positive self-irrelevant adjectives. Experiment 2 confirmed this pattern with negative adjectives, and Experiment 3 ruled out the effect of a self-serving bias in the adjectives selection. Experiment 4 showed that the brand related to negative self-relevant adjectives was preferred over the brand related to positive self-irrelevant adjectives. We discussed the implications of our results and the potential mechanisms that might explain self-driven preferences.

Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

The marketing literature lacks a thorough understanding of how emotions change purchase intentions of ethnocentric consumers' when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we focus on how ethnocentric consumers' purchase intentions for national icon products (product nationality signal) change due to emotional states. Drawing on signaling theory, social identity theory, and the psychology literature on emotions, we carried out an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on brand image rather than the product class (i.e., national icon products) signaling a nation’s heritage. Our study displays the powerful impact of the incidental emotions on the ethnocentric consumer judgment and decision making regarding the brand quality and purchase intention for brands with foreign vs domestic images.

Influence of Healthy Brand and Diagnosticity of Brand Name on Subjective Ratings of High- and Low-Calorie Food.

Brand names on food packaging and the diagnosticity of brand names have notable effects on consumer preferences. However, their effects on healthy food consumption are not clear. The objective of this study was to investigate the effect of healthy brands and the diagnosticity of brand names on consumers' subjective ratings of different calorie foods. In two studies, participants viewed 32 pictures of high- and low-calorie food product packaging from healthy and unhealthy brands and rated their feelings and willingness to pay online. Study 1 used real brand names, and Study 2 used fictional brand names and added press releases to manipulate diagnosticity. The present study demonstrated that participants perceived foods from healthy brands as healthier but less delicious and were more willing to buy low-calorie foods from healthy brands. Moreover, only when the brand name was of high diagnosticity were high-calorie foods rated as more likable, and did the willingness to pay for low-calorie foods increase. Collectively, these findings highlight the influence of the healthy brand on consumers' subjective ratings of food. It is also inspiring for healthy food marketing.