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Article
Publication date: 24 January 2022

Anna Vredeveld and Selcan Kara

The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic…

921

Abstract

Purpose

The purpose of this study is to examine the behavioral and emotional outcomes of nostalgic brand meanings derived from brand use that occurs in the early stages of a romantic relationship.

Design/methodology/approach

This research uses survey data (n = 656) and relies on structural equation modeling to test the hypotheses.

Findings

Relationship brand nostalgia has implications for how the relationship partners use the brand together as part of celebrating special occasions, how connected the brand is to their relational identity and how upset they would be if the brand was discontinued. Additionally, interpersonal relationship characteristics (relationship satisfaction and relationship power) influence these outcomes of relationship brand nostalgia.

Research limitations/implications

The findings from this research show that it is important to account for real (experienced) brand nostalgia when considering behavioral and emotional implications of nostalgia in consumer–brand relationships. Specifically, brand use as part of early romantic relationship milestones influences the creation of nostalgic brand meanings, which in turn influence shared brand use, relational brand connections and brand separation distress.

Practical implications

Brand managers can increase relational brand connections and brand separation distress by encouraging shared brand use as part of romantic relationships milestones.

Originality/value

This research addresses gaps in extant research by examining the outcomes of relationship brand nostalgia, which is defined as brand nostalgia anchored in shared brand use that occurred as part of early relationship milestones.

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Article
Publication date: 15 November 2018

Anna J. Vredeveld

The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and…

3431

Abstract

Purpose

The purpose of this research is to develop a better understanding of emotional brand attachment by examining two of its antecedents: external emotional brand connections and emotional intelligence.

Design/methodology/approach

Data were collected using survey methodology (n = 419), and the hypotheses were tested by using a structural equation modeling (SEM) approach.

Findings

Findings reveal that emotional intelligence is positively related external emotional brand connections (i.e. connecting a brand to important people, events and experiences in memory) which, in turn, has a positive influence on emotional brand attachment. Findings also show that emotional brand attachment is positively related to brand purchase intentions and brand attitudes.

Research limitations/implications

This research shows that both external emotional connections and emotional intelligence are important antecedents of emotional brand attachment, even after controlling for different types of brand use (social and special occasion brand use) and product category. Other control variables, such as brand characteristics, are not examined.

Practical implications

The findings suggest that brand managers can enhance emotional brand attachment by helping consumers establish external emotional brand connections.

Originality/value

This research addresses a gap in previous research by examining antecedents of emotional brand attachment. The findings showcase that emotional intelligence is an antecedent to external emotional brand connections and emotional brand attachment. This research also goes beyond the loyalty focus of previous research to show that emotional brand attachment has an impact on general purchase intentions and brand attitudes.

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 15 July 2020

Selcan Kara and Anna J. Vredeveld

The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand preference…

528

Abstract

Purpose

The purpose of this study is to uncover the dimensions of shared brand use as a part of romantic relationships and examine the dynamics among shared brand use, brand preference similarity, brand variety seeking and relationship satisfaction.

Design/methodology/approach

A total of 1,820 MTurk respondents participated in four online surveys and data were analyzed using structural equation modeling.

Findings

The findings of the study show that shared brand use has five use dimensions: special occasion, mundane, activity, nostalgia and relational identity expression; shared brand use leads to brand preference similarity that elicits increased brand variety seeking as a part of the relationship and relationship satisfaction moderates the effect of brand preference similarity on brand variety seeking.

Originality/value

Building on extant literature on branding, variety seeking and shared consumption, the authors develop a measure that captures different facets of shared brand use as a part of romantic relationships, move beyond the existing research on variety seeking in the context of experiential purchases to show how romantic relationship partners engage in purposeful brand variety seeking as a part of their romantic relationships and document that relationship satisfaction is an important factor that influences how partners purposefully engage in brand variety seeking.

Details

Journal of Consumer Marketing, vol. 37 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Available. Content available
Article
Publication date: 9 January 2019

Cleopatra Veloutsou and Francisco Guzman

281

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 23 May 2023

David Strutton and Aaron Schibik

The past is important for various known and unknown reasons. This paper aims to reveal and justify unacknowledged reasons why, when and how managers should consider leveraging the…

167

Abstract

Purpose

The past is important for various known and unknown reasons. This paper aims to reveal and justify unacknowledged reasons why, when and how managers should consider leveraging the pasts of previously successful but currently declining brands to restore their more desirable historical market positions.

Design/methodology/approach

This conceptual paper combines marketing and branding theory with historical branding examples, anecdotes and inductive inferences to develop and justify brand-pastness as a theoretically-grounded and managerially-actionable repositioning concept that could be applied to resurrect declining brands.

Findings

The emergent historically-grounded brand-pastness framework generates innovative insights that could be applied in the future. These insights explain when, why and how brand managers could apply brand-pastness to resurrect declining brands. The framework also facilitates the development of a brand-pastness-based research agenda. The agenda is driven by questions structured to address the nature, scope and potential applications of brand-pastness as a new concept and useful repositioning tool.

Research limitations/implications

This paper’s recommendations are limited by their conceptual and inductive origins. However, a research agenda is developed to guide and structure future empirical investigations of the branding antecedents to and consequences of a prospective brand-pastness construct.

Originality/value

This paper introduces, conceptualizes and justifies the potential value of a historically-grounded concept called brand-pastness. The concept may prove beneficial when marketing managers use brand-pastness to reposition and resurrect declining brands by re-instilling targeted consumers’ historical perceptions of brands’ past superiority.

Details

Journal of Historical Research in Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 6 April 2020

Duygu Akdevelioglu and Selcan Kara

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how…

2025

Abstract

Purpose

This paper aims to examine innovativeness and extraversion as antecedents of perceived and social media opinion leadership in different country-level contexts and explore how these antecedents influence product adoption differently.

Design/methodology/approach

A survey method was used to collect data from Turkey and the USA. A total of 415 respondents participated in two studies, and data were analyzed using structural equation modeling.

Findings

This research shows that innovativeness affects perceived opinion leadership, whereas extraversion affects social media opinion leadership, and these effects are moderated by country-level differences.

Practical implications

Tthis research provides strategic information strategic information on how to identify and target influencers in social media across countries. This paper has implications for marketers who are trying to find influential consumers to increase new product adoption. Social media opinion leaders are important seeding points, because they actively initiate new product adoption for other consumers. Marketers should create strategies that are in line with the country’s cultural orientation in addition to personal/psychological traits.

Social implications

This research provides valuable information to better explain the consumers’ adoption of technological products and the factors affecting this process in the context of social media. Specifically, this paper identifies strategies to use cultural differences across countries (i.e. Turkey versus the USA) and personality traits (i.e., innovativeness and extraversion) in the adoption of new products.

Originality/value

This paper extends prior literature on opinion leadership by uncovering consumer dynamics internationally, which are known to influence social media use. Specifically, by examining the effect of innovativeness and extraversion on opinion leadership in different countries, this research contributes to the literature on new product adoption and has implications for effectively identifying influencers in social media.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

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