Brand Attitude Research Articles

Social comparison and self‐determination in luxury consumption motivations

AbstractThis study integrates social comparison theory) and self‐determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self‐determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self‐determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural values, such as self‐enhancement and self‐transcendence, moderate the relationships between these consumer motivations and attitudes. The cross‐cultural comparison highlights differences in the influence of cultural values on luxury consumption between two distinct cultures. The fsQCA—results uncover distinct configurations of motivations and values sufficient for driving positive luxury attitudes, extending the understanding of the complex interplay of factors shaping luxury consumption. By integrating social comparison theory and self‐determination theory perspectives, examining cultural values, and employing advanced methodological approaches, this study contributes to the theoretical understanding of luxury consumption. It also offers valuable insights for luxury brand managers navigating the evolving global market. Future research directions emphasize the potential for further integrating these two theoretical frameworks in the luxury domain.

Telegram channel development in promoting a political brand

The article is devoted to the construction of a political brand of a candidate in the elections of the President of the Russian Federation in Telegram. The authors consider the official channel of the candidate as one of the components of the communication activities of the politician within the framework of the election campaign. At the same time, this communication activity is studied from the point of view of the text component – both individual materials and the communication canvas of the channel as a whole. The study was conducted based on the examination of posts published in the official Telegram channel of the candidate for the post of the President of the Russian Federation Nikolai Kharitonov in the period from January 9, 2024 to March 21, 2024 (from the moment of publication of the first post to the publication of the final interview on the results of the election campaign, a total of 69 text messages). The analysis has shown the cross-cutting images used by the politician in the posts – heart / soul, home, and village. The authors analyze these images in relation to the political brand and sum up the results of the campaign in Telegram in terms of maintaining the required level of positioning of the political brand.

Model of organizing events and gastronomic tourism as a factor in increasing the competitive advantages of tourism in Kazakhstan

This article focuses on the popularization of a new direction in tourism in Kazakhstan – event and gastronomic tourism. This study aims to develop an organizational model and innovative ways to promote event and gastronomic tourism, increasing its attractiveness and the competitiveness of the industry as a whole. The main directions of this article are the development of gastronomic and event tourism in Kazakhstan, identification of resource potential, concepts for promoting a tourist product, based on the development of effective methods and tools, development of an innovative program for the management of ethnic tourism and brand management of tourist destinations, aimed at popularizing domestic and inbound tourism, increasing the recognition of tourist centers in Kazakhstan, creating a positive brand of tourist areas. Solving the problem will contribute to a more rational organization of event and gastronomic tours and increase their economic and social efficiency. According to the “Classifier of tourism destinations in the Republic of Kazakhstan according to industry, subject and object principles” [1], today gastronomic and event tourism are separately distinguished. Promoting a new type of tourism in Kazakhstan can become a direction capable of dynamically developing the cultural environment, enhancing the prestige of national cuisine and gastronomic traditions, contributing to the growth of the attractiveness of regions, and increasing the influx of foreign tourists interested in the thousand-year history of Kazakhstan, with its unique gastronomy based on the simplicity and specificity of ingredients traditional Kazakh dishes. The development of event and gastronomic tourism in Kazakhstan can become a factor that significantly influences the effective development of territories and the cultural environment of society; contribute to the growth of employment and improve the quality of life, and the promotion of this type of tourism can become one of the priority areas for the development of the tourism industry of the Republic of Kazakhstan and increasing its competitiveness. The interdisciplinary nature of the research allows us to consider the issues in the context of historical, socio-cultural, economic, and geographical sciences.

Unveiling the Power of Storytelling: A Comparative Analysis of Consumer vs. Brand Narratives in Shaping Favorable Attitude Toward Brands Through Emotions and Cognition

Storytelling, as an interactive form of communication, is key to delivering product information compellingly and fostering consumer acceptance and engagement. Stories may originate from companies or consumers. Brand storytelling has emerged as a pivotal component of companies' communication strategies, facilitating the expression of values and fostering robust customer relationships. This study explores the effectiveness of consumer storytelling versus brand storytelling in shaping brand attitudes. It was an experimental research involving 384 respondents randomly assigned to two groups that were either exposed to consumer or brand stories. Through comparative analysis, consumer storytelling emerged as superior in eliciting positive brand attitudes, cognition, and emotions. However, its direct impact on brand attitude was not significant. Instead, the study uncovers the mediating role of cognition and emotion, highlighting their crucial influence on shaping favorable brand perceptions. Consumer storytelling, characterized by its emphasis on real values and emotional engagement, enhances cognitive personalization and imagery processing, fostering deeper consumer-brand connections. These insights underscore the imperative for emotionally resonant and cognitively stimulating storytelling in brand communication. This study contributes to the scant literature on examining the comparative effectiveness of consumer brand storytelling versus firm-generated brand storytelling. It elucidates the underlying mechanisms driving the superiority of consumer storytelling in shaping favorable brand attitudes. Contextually situated within the Pakistani market, particularly focusing on clothing buying behavior, this research offers actionable insights for brand managers seeking to harness the power of storytelling to garner favorable consumer responses and enhance brand resonance.

Don’t Tell Me to Have, but to Do It! The Role of Luxury Desirability Motives in Reducing Counterfeiting Schadenfreude

Abstract This paper postulates that consumers’ desire for doing-luxury – pursuing luxury with the intention of acquiring a life experience (vs. having-luxury) – pursuing luxury with the intention of acquiring a material good reduces counterfeiting schadenfreude – consumers’ feelings of pleasure from the losses of luxury brands due to counterfeiting. Two experiments employed various methods of invoking doing-luxury (vs. having-luxury) – actual product exposure and brand positioning to test the predicted framework. The results demonstrate that doing-luxury (vs. having-luxury) leads to a lower counterfeiting schadenfreude; an effect explained by the lower perceived similarity. This research makes an important contribution to the counterfeiting and experiential marketing literature by demonstrating the role of brand positioning in reducing a critical counterfeit-related social emotion. The results also validate the relevance of the intentions-based distinction of experiential versus material purchases in predicting counterfeiting schadenfreude. To reduce counterfeiting schadenfreude, luxury brands must signal an ephemeral image focusing on moments of luxury rather than functions of luxury. In addition, ad appeals must invoke sensory elements, feelings, emotions, imagination, and mental stimulation rather than the hard facts about the products per se.

Effectiveness of sustainability communication on stakeholder engagement: A multi‐method qualitative assessment of sustainable development

AbstractThe present era is witnessing a growing importance of sustainability communication. There is a need to understand stakeholders' perspectives regarding sustainability communication by different corporates. Additionally, it is also important to understand the positive (happiness and surprise) and negative (anger, fear, and sadness) aspects that affect the effectiveness of sustainability communication. The present research used a multi‐method multi‐study qualitative approach. In Study 1, the perspectives of 29 mid‐level managers and 16 top‐level senior managers involved in the sustainability domain in their organizations from India were captured via qualitative semi‐structured interviews. In Study 2, sustainability reports of 50 leading companies involved in sustainability activities were analyzed using textual analysis, emotional analysis, and topic modeling. Results indicate that corporate sustainability communications can have varying impacts on the stakeholders. The results of the qualitative analysis showed positive impact of sustainability communications on employee engagement, employee involvement, transformational and inclusive leadership and training and development opportunities. Positive emotions, like happiness or surprise, indicate positive brand image and engagement related to sustainability activities. Negative emotions like fear, anger, and sadness, show stakeholders' concern regarding the environmental damages. Thus, organizations need to target the positive aspects in their sustainability communication for improved results and must avoid the negative aspects while planning to develop effective sustainability communication. Subsequently, the present study contributes to the existing literature by proposing a conceptual framework based on signaling theory and stakeholder theory. This study fills the gap in terms of examining the stakeholders' and end‐users' perspectives regarding sustainability communication, the major emotional aspects that are revealed from the sustainability reports and an overall view on individual's pro‐environmental behavior.

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Advancing the common good through business excellence awards: A legitimacy‐seeking perspective

AbstractCompeting for and winning business excellence awards (BEAs) is essential for firms' long‐term performance. However, the role of these BEAs in inspiring good and generating sustainable business practices has often been overlooked. In this article, we draw on the legitimacy‐seeking theory to explore the “socially good” transformations firms go through by competing for BEAs. Data for the inquiry come from semi‐structured interviews with managers whose firms competed in two BEAs in the United Kingdom. Providing insight into BEAs as a competitive legitimating frame in organizing, our findings shed light on how BEAs may serve as competitive crucibles that provide opportunities for feedback and learning, potentiality for brand positioning, and a possibility for stimulating excellence in the adoption of good business practices. The implications of these findings for the theory and practice of advancing the “common good” are outlined.

Verifying the structural relationship between brand Kimchi selection attributes and brand trust, brand attitudes, and brand loyalty: focusing on online purchasing

Verifying the structural relationship between brand Kimchi selection attributes and brand trust, brand attitudes, and brand loyalty: focusing on online purchasing

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

The Effect of Color Saturation on Brand Attitudes in Brand Logo Redesign

Brand loyalty, managerial delegation and position choices: Bertrand versus Cournot competition

In a mature product market, brands compete aggressively with each other using a marketing mix that includes position, pricing, and managerial delegation to win loyal customers and gain a larger market share. We examine the effects of brand loyalty on the endogenous choices of managerial compensation contracts and optimal brand positions in an uncovered market model. We analytically compare 18 symmetric and asymmetric mutual delegation cases associated with three delegation schemes—no delegation, sales delegation and relative performance (RP) delegation—in the Bertrand and Cournot competition modes. In the case of symmetric mutual contracts, under Bertrand competition, a price commitment effect resulting from the delegation decision weakens the competition, inducing higher prices and profits for both brands regardless of the type of delegation scheme. Under Cournot competition, delegation decisions can be viewed as signals to promote competition, intensifying the degree of competition. To acquire more loyal customers and higher profits, mutual RP delegation is the dominant choice under Bertrand competition, whereas mutual profit maximization is the dominant choice under Cournot competition. Furthermore, the social welfare is the highest when both brands optimally choose the RP delegation under Bertrand or optimally choose no delegation under Cournot; however, consumer surpluses are the lowest in both optimal cases.

ANALYSIS OF BRAND POSITIONING STRATEGIES: A STUDY ON PARLE COMPANY

The article examines the brand positioning strategies of Parle Company, a leading player in the Indian biscuit industry since its establishment in 1929. It explores the historical context of the biscuit market, highlighting Parle's evolution from a luxury item to a staple in Indian households. The study identifies key strategies employed by Parle, including targeting family values, utilizing diverse media platforms, emphasizing nutrition and value, and maintaining an extensive distribution network. Through a review of relevant literature and research methodologies, the article underscores how Parle has successfully navigated the competitive landscape, fostering consumer loyalty and brand equity. The findings illustrate the importance of adaptability and consumer-centric approaches in sustaining market relevance. KEYWORDS: Parle Company, Brand Positioning, Biscuit Industry, Consumer Behaviour, Marketing Strategies, Nutrition.

Can the Phenomenon of Automobile Electrification be transformed into the Development Direction of the Automobile Industry?

Internationale Automobil-Ausstellung Show in 2023 just came to an end. In April, 2024, German Federal Chancellor Scholz led a huge business delegation to visit China (China Digital Space, 2024) Germany, which has always been proud of the automobile industry and technology, has caused a heated discussion about the development direction of the automobile industry from professional automobile media to online self-media[2]. As an international student studying advanced business management expertise in Germany, the author is curious about this changes. In particular, the latest media reports show that Apple has given up pushing forward the car-building project for nearly 10 years. Subsequently, Källenius, Chairman and CEO of Mercedes-Benz Group, also said that Mercedes-Benz would no longer adhere to the original goal of fully turning to electric vehicle sales in major markets by 2030. Previously, Mercedes-Benz's pursuit of motorization was fanatical. In 2021, Mercedes-Benz proposed an all-electric strategy. The goal is that the sales of all-electric and plug-in hybrid vehicles will reach 50% by 2025. Starting from 2030, Mercedes-Benz will be basically transform into an all-electric vehicle. These developments once again aroused the author's interest in whether motorization will become the development direction of the automobile industry. Hegel, a German philosopher, once pointed out in Science of Logic that existence is a phenomenon but it is not an illusion. Illusion corresponds more to existence, and phenomenon is higher than existence with richer connotation, because phenomenon contains its own reflection and reflection of other things, and phenomenon itself also has its own internal stability contradiction. Germany is a country of rational speculation, and the appearance of any phenomenon will not affect the Germans' thinking and exploration of its essence. Similarly, from the perspective of subjective feeling and rational analysis, this paper will try to discuss the change of German automobile consumption trends from the perspective of commercial marketing, and then prove the inherent logic of some industry behind the trend. With interest in learning and thinking, the author tried to drive a fuel-powered car and an electric car by himself. One is a German Mercedes-Benz GLC 300 manufactured and sold in China. This car is very popular among middle class consumers in China. Another model that I test drive is the M9, which was launched in the fourth quarter of 2023. It was jointly developed by Huawei, a network intelligent terminals supplier in China, Energy storage battery maker called Ningde Times and Seres Veicles. According to the report of China's mainstream media, China National Radio Network, on March 19,2024, the media once again held the top five positions of luxury brands with a weekly sales volume of 86,000 vehicles, and tried out two models. Another market factor is that the sales price of these two models are in the range of 500 thousand to 600 thousand RMB.

NETFLIX AND TELKOMSEL BUNDLING: DOES SYMBOLIC VALUE MATTER IN CO-BRANDING

The Subscription Video on Demand market in Indonesia has seen substantial growth, but Netflix's market share dropped by 10% in Q2 2022, losing about 2 million subscribers. To boost customer purchase intention, Netflix partnered with Telkomsel, a leading telecommunication provider, to offer a bundled package. This study explores the mediating role of brand attitude between symbolic value, perceived benefits, and customer purchase intention for the Netflix-Telkomsel bundle. Using an associative quantitative approach and a sample of 100 respondents, data were analyzed with Partial Least Squares (PLS). The results reveal that symbolic value insignificantly influences purchase intention or brand attitude. However, perceived benefits positively and significantly impact both purchase intention and brand attitude. Brand attitude also positively influences purchase intention and mediates the effect of perceived benefits on purchase intention, but not that of symbolic value. Prospective customers prioritize perceived benefits over symbolic value when deciding to purchase the Netflix-Telkomsel bundle.

Tourists’ Perceptual Positioning of Brand Equity and Competitive Relationships in Organic Agricultural Tourism

In the face of a highly competitive tourism market, when tourists hold positive brand equity towards a destination, it enhances the destination’s ability to differentiate itself from competitors. This study focuses on the brand equity of organic agricultural tourism, using multidimensional scaling (MDS) to explore the factor structure of brand equity and the perceptual positioning of various tourism destination brands. The research targets tourists engaging in organic agricultural tourism in the Hualien and Taitung regions, with 220 valid questionnaires collected. The research findings indicate the following: 1. Among the 22 brand equity items, “loyalty to organic agricultural tourism”, “awareness of organic agricultural products”, “quality of organic agricultural products”, “environmental sustainability”, “image of healthy tourism”, and “recognition of organic agricultural development” scored the highest. 2. The analysis revealed that the brand equity factors are ranked in the following order: BIHS, BACI, BPQ, BLO, and BAW. 3. Through MDS analysis, the five organic agricultural tourism destinations were categorized into high, medium, and low brand equity groups, illustrating the differentiated competitive relationships among these destinations. The top three factors influencing the brand perceptual maps were BAW, BIHS, and BPQ. The results of this study can serve as a reference for future research on brand equity in organic agricultural tourism and provide a scientific basis for the practical application of shaping brand equity and formulating competitive strategies.

Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

The rise in popularity of herbal products, driven by their perceived natural safety and efficacy, has led to increased consumer demand and scrutiny. This study investigates customer perceptions of packaging, convenience, social media marketing, and brand equity for herbal products distributed in Negros Island, Philippines. The objectives were to assess perceptions of packaging elements, evaluate convenience aspects, analyze social media marketing effectiveness, and measure brand equity. It also examined the relationships between packaging, social media marketing, and brand equity. Employing a quantitative approach with descriptive comparative and correlational designs, the study utilized a sample of 385 respondents, selected through purposive quota sampling. Data were collected via a customized questionnaire, and statistical analysis was performed using mean, standard deviation, and Spearman’s rho. Results indicated high customer satisfaction with packaging, especially regarding printed information. Transaction convenience was rated highest among convenience aspects, while access convenience was noted as an area for improvement. Social media marketing was positively perceived, with interaction valued most highly. The study found significant positive correlations between packaging and brand equity (r = 0.692, p < 0.001) and between social media marketing and brand equity (r = 0.447, p < 0.001). The findings underscore the importance of effective packaging and strategic social media engagement in enhancing brand equity. Improved packaging and robust social media marketing strategies are crucial for building customer trust, satisfaction, and brand loyalty. The study provides actionable insights for herbal product distributors to optimize their marketing approaches and strengthen their brand positioning.

The Influence of Short Video Marketing on Consumer Brand Attitudes under New Media Environment

With the development of the Internet, it has become a convenient shopping platform for consumers. In the ear of new media and big data, the short video market has gradually become the mainstream trend of society. The research theme of this paper aims to explore the influence of short video marketing on consumer brand attitude in the context of new media. Specifically, it will analyze how factors such as content creativity and brand loyalty influence consumers perceptions and attitudes toward brands through short video marketing. In this paper, the influence of short video on brand perception and consumer brand attitude is studied. The author investigates how high quality content, user engagement and brand loyalty increase consumer brand attitude. Besides, this study aims to optimize short video marketing strategies, enhance brand influence, and analyze the impact of brand loyalty on consumers purchasing power. Overall, this study contributes to theoretical research by enriching readers understanding of new media marketing strategies while providing practical insights for consumers.

Harnessing the Power of Social Media, Pricing Strategies, Brand Image, and Product Quality in Shaping Purchase Decisions

This research aims to determine whether there is an influence of social media, price, brand image and product quality on purchasing decisions for ASUS brand laptops. The population of this research is YARSI University students who buy or use ASUS brand laptops. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis. The research results show that (1) the influence of social media has a negative and insignificant effect on purchasing decisions. (2) price has a negative and insignificant effect on purchasing decisions. (3) brand image has a positive and significant effect on purchasing decisions. (4) product quality has a positive and significant effect on purchasing decisions. (5) Simultaneously, all independent variables have a significant influence on purchasing decisions. The managerial implications of this research indicate that companies must focus on integrated marketing strategies on social media to increase interaction and engagement with consumers. Competitive and transparent price management can increase product attractiveness, while a positive brand image needs to be built through consistent and innovative communication.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.

Effects of Influencer Attitudes on Persistent Brand Engagement: Mediating Roles of Relationship Maintenance and Purchase Intention

Purpose: This study analyzes the effects of influencer attributes on relationship maintenance, purchase intention, and brand engagement. In doing so, we also attempt to understand the moderating effects of relationship maintenance and purchase intention on brand engagement. In addition, we also verified the differential direct and indirect relationship between gender and product usage.Methods: The study sample comprises 320 respondents representing the overall population. The measurement items in the questionnaire were based on previous literature with some modifications. The SPSS software was utilized for statistical analyses. We first verified the reliability and validity of the research constructs and used multiple regression and mediation models to confirm the research questions.Results: Research question 1’s results showed that influencers’ attributes significantly affect relationship maintenance and intention of purchase. However, just the familiarity of an influencer significantly affects persistent brand engagement. These findings imply that firms need to carefully choose influencers, who closely resemble their target customers for close representation. The indirect effects in research question 2’s results show that relationship maintenance and purchase intention significantly mediate the effects of influencer attributes on brand engagement.Conclusion: Thus, to achieve positive long-term brand engagement, it is crucial to maintain a positive relationship with participating influencers and emphasize consumers’ experience and feedback with the focal products.