Luciana A. Gil, Abhishek Dwivedi and Lester W. Johnson
Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can…
Abstract
Purpose
Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items.
Design/methodology/approach
The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.
Findings
The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury.
Originality/value
The paper first explicitly examines the impact of peer pressure and popularity on attitude toward luxury among teenagers.
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Feisal Murshed, Abhishek Dwivedi and Tahmid Nayeem
This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also…
Abstract
Purpose
This study aims to demonstrate that brand experiences can influence perceived brand authenticity, and perceived quality mediates this link. The proposed nomological net also assesses the impact of perceived quality and brand authenticity on consumers’ loyalty intentions, a key consumer-level outcome.
Design/methodology/approach
A survey method based on data from a sample of 405 new car owners was used for empirical analysis. Structural equation modeling was performed to test the hypotheses.
Findings
The results provide broad support for the framework. All the direct effects and the key indirect effect are significant, as predicted.
Social implications
As consumers are seeking brands that are genuine in its communication and behavior, building authenticity will be crucial to engage customers and create meaningful social values.
Originality/value
This work develops a framework and empirical evidence of how experiential marketing can contribute to brand authenticity directly and through perceived quality.
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Abhishek Dwivedi, Lester W. Johnson, Dean Charles Wilkie and Luciana De Araujo-Gil
The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose…
Abstract
Purpose
The ever-growing popularity of social media platforms is evidence of consumers engaging emotionally with these brands. Given the prominence of social media in society, the purpose of this paper is to understand social media platforms from a “brand” perspective through examining the effect of consumers’ emotional attachment on social media consumer-based brand equity (CBBE).
Design/methodology/approach
This paper develops a model that outlines how emotional brand attachment with social media explains social media CBBE via shaping consumer perceptions of brand credibility and consumer satisfaction. An online survey of 340 Australian social media consumers provided data for empirical testing. The inclusion of multiple context-relevant covariates and use of a method-variance-adjusted data matrix, as well as an examination of an alternative model, adds robustness to the results.
Findings
The findings of this paper support the conceptual model, and the authors identify strong relationships between the focal variables. A phantom model analysis explicates specific indirect effects of emotional brand attachment on CBBE. The authors also find support for a fully mediated effect of emotional brand attachment on social media brand equity. Further, they broaden the nomological network of emotional brand attachment, outlining key outcomes.
Research limitations/implications
This paper offers a conceptual mechanism (a chain-of-effects) of how consumer emotional brand attachment with social media brands translates into social media CBBE. It also finds that a brand’s credibility as well as its ability to perform against consumer expectations (i.e. satisfaction) are equally effective in translating emotional brand attachment into social media CBBE.
Practical implications
Social media brands are constantly challenged by rapid change and ongoing criticism over such issues as data privacy. The implications from this paper suggest that managers should make investments in creating (reinforcing) emotional connections with social media consumers, as this will favorably impact CBBE by way of a relational mechanism, that is, via enhancing credibility and consumer satisfaction.
Social implications
Lately, social media in general has suffered from a crisis of trust in society. The enhanced credibility of social media brands resulting from consumers’ emotional attachments will potentially serve to enhance its acceptance as a credible form of media in society.
Originality/value
Social media platforms are often examined as brand-building platforms. This paper adopts a different perspective, examining social media platforms as brands per se and the effects of emotional attachments that consumers develop towards these. This paper offers valuable insights into how consumers’ emotional attachments drive vital brand judgments such as credibility and satisfaction, ultimately culminating into social media CBBE.
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Abhishek Dwivedi and Robert McDonald
Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing…
Abstract
Purpose
Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods.
Design/methodology/approach
Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for.
Findings
Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome.
Research limitations/implications
The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity.
Practical implications
An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity.
Originality/value
A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.
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Tahmid Nayeem, Feisal Murshed and Abhishek Dwivedi
The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship…
Abstract
Purpose
The purpose of this paper is to examine the interplay of brand experience and brand attitude and its influence on brand attitude. Specifically, it proposes that the relationship will be mediated by brand credibility.
Design/methodology/approach
The conceptual model is tested by estimating a structural equation model with survey data from a sample of new automobile users (n=405).
Findings
The analysis reveals a full mediation of brand credibility; that is, brand credibility is an underlying mechanism through which the effect of brand experience on brand attitude materializes. In addition, contrary to the general expectation, there was no direct effect of brand experience on brand attitude.
Originality/value
This study enables a new perspective on how experiential marketing underpins a brand’s influence on certain aspects of consumer behaviour. By elucidating the mediating role of brand credibility, this study adds to the understanding of how brand experience shapes brand credibility, leading to favourable brand attitude.
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Civilai Leckie, Abhishek Dwivedi and Lester Johnson
This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand…
Abstract
Purpose
This study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).
Design/methodology/approach
Data were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.
Findings
Findings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.
Research limitations/implications
This study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.
Practical implications
These findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.
Originality/value
Based on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.
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Abhishek Dwivedi, Morgan Miles, Eddie Oczkowski, Jay Weerawardena, Lester W. Johnson and Dean Wilkie
Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising…
Abstract
Purpose
Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity.
Design/methodology/approach
An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling.
Findings
Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness.
Practical implications
Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity.
Originality/value
Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.
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Patrícia Ianelli Rocha, Jorge Henrique Caldeira de Oliveira and Janaina de Moura Engracia Giraldi
The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of…
Abstract
Purpose
The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic.
Design/methodology/approach
The research was divided into two stages: the first was a systematic review of literature, and the second consisted on complementary information based on the generation and analysis of the maps elaborated by the VOSviewer software based on the data collected. The searches for the data occurred between the months of January and March of 2017.
Findings
The paper provides a decentralization framework in terms of authors regarding the celebrity endorsement. The country with the largest number of research works in the area is the USA; also, the paper reveals the most cited document, also the main journals about the theme, the main keywords, the main authors and their discussions. Thereafter, the paper presents tables containing the main author’s and respective theme inside celebrity endorsement.
Research limitations/implications
One possible limitation of the research is that it was performed only in the Scopus database, and it may be suggested as future searches that other databases are included as well.
Practical implications
The results of this paper can serve as a facilitating guide for researchers and for managers that want to know more about the topic.
Originality/value
A categorization table was proposed containing the subthemes of celebrity endorsement that were discussed in the last 20 years and a list of their respective authors, including the following subjects: cultural comparison, congruence, adverse effects, efficacy and intention to purchase, marketing destinations, social media, models and reviews, multiple endorsements, social policy, values of brand/economic.
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Abhishek Dwivedi and Bill Merrilees
Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on…
Abstract
Purpose
Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on parent brand‐equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand‐extension feedback.
Design/methodology/approach
Scenario of an Indian product brand hypothetically entering the service sector is chosen as stimulus in the study. A cross‐sectional survey of 327 Generation‐Y respondents is conducted. Structural equation modeling is used for testing the conceptual model.
Findings
The model of brand‐extension feedback fits the data adequately, and five of the six hypotheses are supported. Brand‐extension attitude significantly impacts change in brand‐equity, which is consistent with the extant Western literature. Parent brand trust has a strong impact on change in brand‐equity of a parent brand.
Practical implications
The role and impact of parent brand trust is particularly important in the Asian context. Thus, prior to embarking on a brand‐extension decision, an audit of parent brand trust is recommended. Further, this research opens up newer brand‐extension possibilities for brand managers contemplating brand‐extensions.
Originality/value
This research is a first‐of‐its‐kind from the Asian region (specifically, India) to measure brand‐extension feedback effects on change in brand‐equity of a parent brand. Parent brand trust is introduced as a new antecedent of brand‐extension feedback.
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Abhishek Dwivedi and Bill Merrilees
Brand extension attitude is a key antecedent of consumers' reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent…
Abstract
Purpose
Brand extension attitude is a key antecedent of consumers' reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent brand equity is modeled as a direct path, potentially obfuscating any underlying processes. The current research aims to propose that the impact of brand extension attitude on change in parent brand equity materializes via change in parent value equity perceptions of a parent brand.
Design/methodology/approach
A conceptual model is developed, positioning change in parent value equity as a mediator of the effect of brand extension attitude. The model is estimated on a sample of 888 Australian consumers using a cross‐sectional self‐administered survey. Drawing upon actual industry dynamics, a hypothetical scenario of Australian supermarkets extending into the banking sector is used as stimulus.
Findings
The research model demonstrates acceptable fit to data, confirming most hypotheses. Change in parent value equity mediates the effect of brand extension attitude on change in parent brand equity. Rival model comparisons, however, reveal that a partial mediation scenario better represents feedback effects. The research model is suitably modified to include an additional path.
Practical implications
The current study broadens the scope of brand extension feedback effects from parent brand equity to additionally include parent value equity. Practitioners can now envision brand extensions as simultaneously impacting multiple facets of a parent brand, not previously considered.
Originality/value
The current research explicates an underlying process of how consumers' extension‐derived attitudes are converted into revised parent brand equity evaluations. Such an insight is novel in the literature.