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1 – 10 of 29
Article
Publication date: 3 December 2018

Mariola Palazon, Elena Delgado-Ballester and Maria Sicilia

The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other…

1131

Abstract

Purpose

The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection).

Design/methodology/approach

Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company.

Findings

Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity.

Research limitations/implications

A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences.

Practical implications

The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love.

Originality/value

The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

Details

Online Information Review, vol. 43 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

Open Access
Article
Publication date: 21 December 2018

Cleopatra Veloutsou and Elena Delgado-Ballester

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

14363

Abstract

Purpose

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Design/methodology/approach

This is an editorial based mainly on an extensive and broad literature review on brand management.

Findings

First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research.

Originality/value

This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

Propósito

Este artículo tiene como único propósito ayudar en la obtención de una mayor comprensión de conceptos claves relacionados con la marca y presentar los desafíos y tendencias claves en la gestión de ésta.

Diseño/metodología/enfoque

Editorial basado principalmente una extensión y amplía revisión de la literatura relacionada con la gestión de la marca.

Resultados

En primer lugar, este Editorial define algunos conceptos clave de la marca y presenta una serie de cuestiones que han permanecido y permanecen invariables a lo largo del tiempo. Posteriormente, discute otra serie de aspectos y cuestiones que están cambiando en los últimos años para a continuación describir los principales desafíos actualmente existentes para la gestión de la marca desde la perspectiva de las empresas. Este Editorial finaliza con una breve presentación de los cinco artículos seleccionados para este número especial así como una descripción de futuras líneas de investigación.

Originalidad/valor

Este Editorial y en su conjunto todo el número especial dedicado a la marca ayuda a una mayor comprensión de la naturaleza dinámica de la gestión de las marcas a lo largo del tiempo y de sus implicaciones académicas y empresariales.

Article
Publication date: 23 September 2022

Elena Delgado-Ballester, Inés López-López and Alicia Bernal

This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails…

Abstract

Purpose

This study aims to examine personal factors that drive the initiation of an online firestorm, an online collaborative attack against a brand that usually occurs when a brand fails or engages in misconduct.

Design/methodology/approach

A structured questionnaire is used for data collection. Via an online panel, 303 questionnaires are completed. Hypotheses are tested using structural equation modelling.

Findings

Civic engagement and, to a lesser extent, narcissism explain intentions to initiate online firestorms. Individuals’ inherent concern for others and for ethical issues prompts them to punish a brand publicly, with the expectation that other individuals will follow and that the brand will feel compelled to react. Misconduct-related appraisal factors, such as severity, proximity, moral inequity and outrage, can amplify the effect of civic engagement.

Research limitations/implications

Future research should investigate whether the findings hold for different types of misconduct, cultures and other forms of narcissism.

Practical implications

By providing managers with a better understanding of the motivations for launching an attack, this study offers guidance on managing a brand when an online firestorm occurs.

Originality/value

Whereas previous research has focused on external drivers of online firestorms, this study builds on the prosocial behaviour literature to analyse the individual characteristics prompting the initiation of an online firestorm.

Article
Publication date: 4 September 2020

Elena Delgado-Ballester

The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It…

3065

Abstract

Purpose

The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored.

Design/methodology/approach

An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme.

Findings

The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings.

Research limitations/implications

The use of a fictitious brand and a specific product category may limit the generalizability of the results.

Practical implications

Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset.

Originality/value

This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

Details

Journal of Product & Brand Management, vol. 30 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 14 November 2019

Elena Delgado-Ballester, Mariola Palazón and Jenny Peláez

The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three…

8594

Abstract

Purpose

The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration, positive emotional connection and feelings of anticipated separation distress.

Design/methodology/approach

A sample of 399 consumers provided information about a brand from a stated list of 16 brands of clothing.

Findings

Both anthropomorphism and consumers’ liking for the humanized brand have positive effects on specific components of brand love. The results confirm that brand anthropomorphism is only desirable when the humanized version of the brand is attractive for consumers.

Research limitations/implications

A potential shortcoming is the qualitative technique employed to observe anthropomorphic thought. Collecting ratings of anthropomorphic and non-anthropomorphic traits could be viewed as a method more easily applied in market research surveys.

Practical implications

Managers have to control how consumers imagine the brand as a human entity because it affects brand love. For example, by tracking consumers’ opinions and traits of those people associated with the brand and brand user stereotypes can condition consumers’ imagination of the humanized brand.

Originality/value

Compared to the limited number of studies about the relationship between anthropomorphism and brand love, this study focuses on the effects of anthropomorphism as a process, and not as a personal trait, on brand love. It also relies on consumers’ imagination instead of brand personification strategies to stimulate anthropomorphism.

Details

European Journal of Management and Business Economics, vol. 29 no. 2
Type: Research Article
ISSN: 2444-8494

Keywords

Open Access
Article
Publication date: 3 December 2019

Elena Delgado-Ballester, Inés López-López and Alicia Bernal-Palazón

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships…

5287

Abstract

Purpose

Adopting an exploratory approach, this paper aims to focus on the potential negative consequences that online firestorms (OFs) might have on consumer–brand relationships. Specifically, the authors focus on the individual level through taking a close look at the content that users generate during these attacks.

Design/methodology/approach

The authors conducted content analysis to study four recent brand-related OFs that occurred on Twitter.

Findings

The results show that brands are at the core of the users’ conversations, although other actors, such as competing firms, can also be affected. Negative comments greatly exceed positive ones. Actions against the brand, both passive (avoidance) and active (vengeance), emerged during the OFs.

Research limitations/implications

The exploratory nature of the study could cast doubt on the generalizability of the results. Moreover, the number of OF analyzed is limited, although they represent an interesting variety of brand misconducts.

Practical implications

Nowadays, brands are publicly scrutinized through social networks, as the networks enable users to speak out about brands’ perceived mistakes and wrongdoings. This paper confirms that managers should monitor, understand and try to respond to OFs to minimize their impact.

Originality/value

Online firestorms are a recent phenomenon that has gained attention finally, as they can reach hundreds of users in real-time and can involve a huge amount of comments posted online against a brand. These attacks could severely damage the brand, even when there is no strong evidence of the posted content being true. This paper adds to the scarce literature on the topic and analyzes the negative effects for brands.

Propósito

Este trabajo exploratorio identifica posibles consecuencias negativas que los ataques colaborativos online contra las marcas podrían tener en las relaciones marca-consumidor. Para ello se adopta la perspectiva del participante en el ataque colaborativo mediante un análisis pormenorizado del contenido que los usuarios generan durante el tiempo que dura el ataque contra la marca.

Metodología

Se ha llevado a cabo un análisis del contenido generado durante cuatro ataques colaborativos recientes que protagonizaron distintas marcas en Twitter.

Resultados

Del análisis de contenido se desprende que las marcas son las protagonistas de las conversaciones de los usuarios aunque otros actores tales como marcas competidoras también han sido mencionadas. Los comentarios negativos predominan sobre los positivos. También se identifican acciones contra la marca, tanto pasivas (evitar comprarla) como activas (venganza).

Limitaciones

El carácter exploratorio del estudio impide la generalización de sus resultados. El número de ataques colaborativos analizados son limitados aunque representan una interesante variedad de errores y malas conductas por parte de las marcas.

Implicaciones prácticas

Actualmente las marcas son objeto de escrutinio público en las redes sociales en tanto que facilitan la interacción entre usuarios y el comportamiento informativo de cualquier tipo. Este trabajo confirma que los responsables de marca deben controlar, comprender y tratar de responder a estos ataques colaborativos contra las marcas para minimizar su impacto.

Originalidad/valor

Los ataques colaborativos contra las marcas son un fenómeno que está recibiendo una enorme atención últimamente en la medida en la que miles de usuarios participan en ellos en tiempo real generando una enorme cantidad de comentarios online contra una marca. Estos ataques pueden dañarla seriamente, incluso ante la ausencia de evidencias claras de que el contenido que se comparte sea cierto. Este trabajo contribuye a la escasa literatura existente sobre los ataques colaborativos online contra las marcas y analiza sus posibles efectos negativos.

Tipo de artículo

Artículo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 24 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 16 June 2023

Daniel Espinosa Sáez, Elena Delgado-Ballester and José Luis Munuera-Alemán

The sharing economy (SE) is significantly affecting traditional companies, which have felt a need to adapt their business model. The aim of this study is to identify the…

2045

Abstract

Purpose

The sharing economy (SE) is significantly affecting traditional companies, which have felt a need to adapt their business model. The aim of this study is to identify the different types of adaptation developed by companies within a SE context, and to examine how they relate to their characteristics.

Design/methodology/approach

A content analysis involving 149 real-world adaptation cases was carried out, after which a Kruskal–Wallis test and a multiple correspondence analysis were used to explore the relationships between the types of adaptation identified, the business characteristics and the strategic decisions taken for these adaptations.

Findings

Through the analyses proposed in the study, the main conclusions suggest that the way companies adapt to SE is related to business characteristics and the strategic decisions taken for these actions, demonstrating throughout the article what types of adaptations are made depending on variables such as sector of activity or business orientation.

Originality/value

This study is the first to examine the variables affecting the decisions among traditional companies in response to the SE. In addition, this work explores the SE from the business point of view, shedding light on the participation in SE by traditional companies.

研究目的

共享經濟現時正顯著地影響著感到需要改變它們的商業模式的傳統公司。本文旨在確定在共享經濟的背景裡, 公司為適應有關的環境而進行的各種改變; 研究亦擬探討這些改變與公司特徵之間的關係。

研究設計/方法/理念

研究人員對149個真實世界的改變個案進行內容分析, 繼而進行克拉斯卡 - 瓦立斯檢定 (Kruskal-Wallis test) 和多重應對分析 (Multiple Correspondence Analysis) , 以探究被確定的改變的種類、企業的特徵與採用這些改變的策略性決策之間的關係。

研究結果

研究人員、透過本研究建議的分析取得結論; 主要的結論似顯示、企業為應對共享經濟所作的改變、與它們的企業特徵和採用哪些行動的策略性決策是有關聯的。整篇論文, 顯示了企業所採用的改變種類、均取決於像活動領域和企業經營理念等的變數。

研究的原創性/價值

本研究為首個研究、去探討影響傳統公司回應共享經濟所作的決策的變數。再者, 本研究探究了以商業理念的觀點來考慮的共享經濟, 這使我們更容易理解傳統公司參與共享經濟的課題。

Details

European Journal of Management and Business Economics, vol. 32 no. 5
Type: Research Article
ISSN: 2444-8451

Keywords

Article
Publication date: 19 September 2008

Elena Delgado‐Ballester and Miguel Hernández‐Espallardo

The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand…

8866

Abstract

Purpose

The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions.

Design/methodology/approach

A sample of 367 subjects participated in an online experiment of buying a travel package from an unknown travel agency which is allied with other known and well‐reputed brands. The information provided by the participants in different online designs of brand alliances was used to test the theoretical model proposed in the paper. This model was tested and compared with other alternative models using conventional maximum likelihood estimation techniques.

Findings

The results show that attitude toward brand alliance represents a strategic marketing opportunity to help an unknown online brand to leverage a favourable first impression from consumers in terms of brand trust and attitude toward the brand's web site. Furthermore, online brand trust does not exert a fully‐mediated role between the brand alliance's evaluation and subsequent consumers' reactions to the online brand.

Research limitations/implications

The limitations of the study are those typically applied to the experimental methodology. Specifically, a single product category was used which limits the generalizability of the results. No actual behaviour was measured but just intentions and perceptions.

Practical implications

Partnering with well‐known and reputed brands improves the equity of the new online brand which, in turn, enhance consumers' disposition to engage in online transactions with the online brand.

Originality/value

Despite the popularity of brands as a symbol that can build trust and enhance the perception of value and quality, to date, the authors have not found research about the use of well‐known and reputed brand names as a mechanism of helping new and unknown online brands to persuade consumers to engage in online transactions. The results of this paper add to the growing literature on brand alliance which has been generally focused on an off‐line context.

Details

European Journal of Marketing, vol. 42 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 18 September 2009

Angeles Navarro, Maria Sicilia and Elena Delgado‐Ballester

The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the…

6134

Abstract

Purpose

The purpose of this paper is to analyze the synergistic effects derived from an integrated marketing communication (IMC) strategy with a criterion of strategic consistency in the message between two different communication tools (advertising and sponsorship) compared to a non‐integrated strategy. Specifically, it focuses on the synergistic effects that IMC has on consumer information processing, attitude and recall of the communication campaign.

Design/methodology/approach

The study uses the experimental methodology in order to compare two conditions (integrated campaign versus a non‐integrated campaign).

Findings

The results of this study show that a strategic consistency‐based integration has more positive effects on information processing, attitude and recall of the communication campaign compared to the non‐integration strategy.

Research limitations/implications

This paper offers empirical evidence that might be useful for advertisers about the increased effectiveness of a strategic consistency‐based integration campaign. Research limitations in this paper provide avenues for future studies in order to validate the effectiveness of this strategic consistency‐based integration in others contexts.

Originality/value

The originality of this research resides in testing the synergistic effects of an IMC strategy by a new experimental methodology to operationalizing the strategic consistency in the message communicated between the two communication tools.

Details

EuroMed Journal of Business, vol. 4 no. 3
Type: Research Article
ISSN: 1450-2194

Keywords

Article
Publication date: 2 September 2014

Elena Delgado-Ballester, Miguel Hernandez-Espallardo and Augusto Rodriguez-Orejuela

The purpose of this study is to develop and test a conceptual model of the moderating effect of customers’ value consciousness (CVC) on the relationship of store image (SI) with…

4306

Abstract

Purpose

The purpose of this study is to develop and test a conceptual model of the moderating effect of customers’ value consciousness (CVC) on the relationship of store image (SI) with four dimensions of the perceived risk associated to the purchase of a store brand over a manufacturers’ brand, and the direct effect of those variables on the perceived unfairness of manufacturers’ brand prices.

Design/methodology/approach

A mall-intercept survey of 600 shoppers in Colombia (South America) gathered data on their consumption experiences of a store brand and manufacturer’s brand across six product categories and two supermarket chains.

Findings

Results suggest that SI exerts different influences on the four categories of perceived risk, the strength of which varies with value-consciousness. Perceptions of the price unfairness of manufacturers’ brands are attenuated by the financial and functional risk of buying store brands but increased by the social and psychological risk.

Research limitations/implications

The findings may not be generally applicable to other shopping contexts or customers. The functional perspective on SI may mean that the results are not directly comparable with other studies adopting different perspectives.

Practical implications

For retailers, the key implications concern awareness and management of customers’ perceptions of relative risks and the impact of value-consciousness on the use of SI as a heuristic decision-making cue. For manufacturers, they are the need to demonstrate clear product differentiation as a rationale for higher prices.

Originality/value

This is the first study to encompass value-consciousness, SI, perceived risk and perceptions of price unfairness in a single field survey.

Details

European Journal of Marketing, vol. 48 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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