Benjamin Nobi, Kyung-Min Kim and Sangwon Lee
This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between…
Abstract
Purpose
This study aims to examine how brand transgression (BT) affects brand relationship quality (BRQ). Brand forgiveness (BF) and brand evangelism (BE) are tested as mediators between BT and BRQ. This study advances knowledge in consumer behavior by showing how consumers offer to deal with their relationships with brands through BE and BF. This provides relevant information to managers to seek strategies to obtain forgiveness from consumers in case the unfortunate happens. Not only must they seek to obtain forgiveness but also seek ways to ensure BE of their brands. These act as buffers for the brands in case a transgression happens.
Design/methodology/approach
Using a survey approach, this study tests whether forgiveness mediated the relationship between BT and BRQ. Also, whether BE mediated the relationship between BT and BRQ was examined. The test was conducted using PROCESS bootstrapping method (Model 4 of Hayes [2018]).
Findings
Consistent with the predictions, this study finds that, following a BT, consumers engage in BE and BF to maintain the relationship they have already established with their brands.
Originality/value
This study extends the existing literature by showing that after a BT, response from consumers may take different forms. The consumer’s response or the relationship with the brand may be affected by whether the consumer forgives the brand or evangelizes about the brand. Based on the cognitive dissonance theory, the results of this study imply that, forgiveness and BE act as important mechanisms in understanding consumer-brand relationships after brands act unacceptably. Further, this study contributes to the social media brand management literature by investigating a real-world BT case of social media.
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Kyung-Min Kim, Benjamin Nobi, Sangwon Lee and Chad Milewicz
This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional…
Abstract
Purpose
This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand fit mediate the relationship between brand alliance type and emotional value perceptions? Third, do individual differences in world-mindedness moderate the influence of brand alliance type on emotional value perceptions?
Design/methodology/approach
In total, two experiments are performed. Experiment one examines the effect of brand alliance type, at varying combinations of partner brand quality and partner location (domestic or foreign), on consumers' emotional value perceptions. Experiment two examines the moderating role of world-mindedness in the relationship between brand alliance type and consumers' emotional value perceptions.
Findings
Results provide evidence that consumers' perception of brand fit mediates the relationship between brand alliance type and consumers' emotional value perceptions of the alliance. Results also indicate that world-mindedness moderates the relationship between brand alliance type and emotional value perceptions.
Originality/value
This research extends the previous literature on higher education dual-degree brand alliances and introduces world-mindedness as an important consumer-based characteristic to consider in this line of research. It answers calls for more research on higher education branding and calls for research into the potential mediating role and importance of brand fit. It provides several theoretical and managerial implications relevant to the higher education brand alliances, particularly in dual-degree programs.
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Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of…
Abstract
Purpose
Extant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of co-creation on consumer emotions. Specifically, this investigation seeks to probe how co-creation activities, orchestrated by firms, impact consumers' emotional experiences, with a particular emphasis on brand happiness. By addressing this research gap, the author aims to shed light on the understudied domain of co-creation's effects on consumer emotions, notably brand happiness, a subject that warrants further investigation in prior scholarly works.
Design/methodology/approach
Using surveys as the primary data collection method, the author assesses consumer perceptions, emotions and brand social responsibility. The initial study aims to discern the mediating role of brand social responsibility in the link between co-creation and brand happiness. Subsequently, the second study evaluates the moderating effect of brand social responsibility in the relationship between co-creation and brand happiness. These systematic investigations enable us to uncover the intricate dynamics between co-creation, brand social responsibility and consumers' emotional experiences, culminating in a deeper understanding of the phenomena at play.
Findings
The empirical findings of this study unveil the substantial impact of co-creation on consumers' brand happiness. Engaging in co-creation with a brand leads to a notable elevation in consumers' perceptions of the brand's social responsibility. Importantly, this heightened perception of brand social responsibility positively influences their emotional affinity toward the brand, resulting in increased happiness. Furthermore, this investigation sheds light on an intriguing aspect – the role of an individual's personal expressiveness. It accentuates how personal expressiveness acts as an augmenting factor, strengthening the effect of co-creation on brand happiness.
Originality/value
This research addresses the relatively underexplored topic of brand happiness, which constitutes a fundamental aspect of consumers' experiences. By shedding light on the intricate interplay between co-creation, consumer emotions and happiness, this research introduces an essential theoretical framework that emphasizes the pivotal role of co-creation in driving consumer emotional experiences and overall happiness. As such, this study presents a comprehensive and valuable contribution to the growing body of knowledge in consumer behavior and marketing.
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Charis Vlados and Dimos Chatzinikolaou
This study aims to analyze the emergence of a new structural configuration of globalization, with the 2008 global financial crisis serving as the first symptom of this change. By…
Abstract
Purpose
This study aims to analyze the emergence of a new structural configuration of globalization, with the 2008 global financial crisis serving as the first symptom of this change. By introducing the “Evolutionary Structural Triptych” (EST), this research seeks to understand the basic components of the new evolutionary trajectory of global capitalism post-2008. The study places emphasis on its interdependent and coevolving economic, political and technological dynamic facets.
Design/methodology/approach
This research introduces the EST framework, critically contrasting it with conventional understandings in international political economy (IPE) to provide a comprehensive and structured analysis of global developments after 2008. It traces the phases of global capitalism since Second World War, examines the central dynamic dimensions during each evolutionary phase, identifies the basic patterns and delves into the foundational elements of the emerging era of globalization.
Findings
The analysis reveals three key findings. First, the emerging restructured globalization indicates a need for a new balance in the contemporary world system; however, this balance cannot be achieved within the architecture of the old system. Second, the new era of globalization necessitates a re-equilibrated approach across different dimensions of geopolitical stability, economic development and innovation. This approach should emphasize sustainability, adaptability, resilience and inclusivity and lean toward responsible, open and organic innovation models for a revamped global structure. Third, while many current IPE theories tend to compartmentalize aspects of the new globalization, the EST advocates for a holistic perspective that integrates politics, economics and technology within the framework of global trends. This perspective bridges existing gaps and offers actionable insights for a dynamic and inclusive global future.
Originality/value
The paper presents the EST as a novel analytical instrument in the realm of the modern IPE. This tool uniquely places technology and innovation at the forefront, parallel to economic and political spheres, to comprehend the progression of globalization. In doing so, it highlights the intertwined relationship of these structural dimensions in shaping the future of the subject of the IPE.
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It is not proposed here to treat the sheaf catalogue from a controversial point of view, and to enter into a detailed examination of the respective advantages and disadvantages of…
Abstract
It is not proposed here to treat the sheaf catalogue from a controversial point of view, and to enter into a detailed examination of the respective advantages and disadvantages of this as compared with other forms of catalogues. Many are alive to the merits of the sheaf catalogue, either as the only means of displaying and indexing the contents of a library, or as an addition to some already existing means, and it is for the use of these that the following practical notes on the making of a sheaf catalogue are submitted.