Jin Kyun Lee, Byung-Kwan Lee and Wei-Na Lee
The purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand…
Abstract
Purpose
The purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).
Design/methodology/approach
An experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.
Findings
The impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.
Practical implications
The effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.
Originality/value
This study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.
Details
Keywords
Jeremy J. Sierra, Harry A. Taute and Byung-Kwan Lee
The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement.
Abstract
Purpose
The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement.
Design/methodology/approach
Using survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses.
Findings
Only the sense of community dimension of brand tribalism affects brand pride (PRIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (NACHIEVE).
Research limitations/implications
South Korean data may confine generalizability. As effect sizes in this context are understood, researchers have an additional benchmark for future brand tribalism and PRIDE research.
Practical implications
The psychological underpinning and, the presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is also evident within smartphone communities. By further understanding brand tribalism outcomes, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand tribes.
Originality/value
Supported by the anthropological view of brand tribalism, this research contributes to the branding literature by examining the indirect effects of brand tribalism on the NACHIEVE through brand-related attitudes and behavioral intentions. Where previous research using westerners indicates the explanatory power of defense of the tribe on brand-related factors, no effect in this regard is found here using eastern smartphone consumers.
Details
Keywords
Jeremy J. Sierra, Michael R. Hyman, Byung-Kwan Lee and Taewon Suh
– The purpose of this paper is to advance the understanding of antecedents and consequences of superstitious beliefs.
Abstract
Purpose
The purpose of this paper is to advance the understanding of antecedents and consequences of superstitious beliefs.
Design/methodology/approach
From survey data drawn from 206 South Korean and 218 US respondents, structural equation modeling is used to test the posited hypotheses.
Findings
To extrinsic superstitious beliefs, both the South Korean and US models support the subjective happiness through self-esteem path and the anthropomorphism path; from these beliefs, both models support the horoscope importance path and the behavioral superstitious beliefs path. Only the US model supports the path from self-esteem to extrinsic superstitious beliefs, and only the South Korean model supports the path from intrinsic religiosity to extrinsic superstitious beliefs.
Research limitations/implications
South Korean and US student data may limit generalizability. As effect sizes in this context are established, researchers have a benchmark for future quantitative superstition research.
Practical implications
By further understanding antecedents and consequences of superstitious beliefs, marketers are in a better position to appeal to targeted customers. Anthropomorphism and intrinsic religiosity, not fully studied by marketing scholars, show promise as segmentation variables related to consumers’ attitudes and behaviors.
Social implications
To avoid unethical practice, marketers must limit themselves to innocuous superstition cues.
Originality/value
Leaning on experiential consumption theory and the “magical thinking” literature, this study augments the superstition literature by exploring carefully selected yet under-researched determinants and consequences of superstitious beliefs across eastern and western consumer groups.