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Article
Publication date: 24 October 2020

Li-Keng Cheng and Chung-Lin Toung

Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear…

707

Abstract

Purpose

Fear appeals in advertising communication are considered by advertisers when other types of advertising appeals do not achieve expected effects. Fear appeals, by arousing the fear that something may threaten consumers’ present lives, are often adopted to persuade individuals to take a particular action. Although this topic has been widely studied, the internal operation mechanism of fear appeals in consumers has not been fully understood or agreed upon.

Design/methodology/approach

Three experiments were conducted where the type of fear appeal was manipulated (i.e. physical fear appeal or social ear appeal), as well as consumers’ consideration of future consequences (CFC) and mental imagery approaches.

Findings

This study examined the effects of fear appeal on mental imagery fluency and how it affects advertising effectiveness and the moderating effect of consumers’ CFC were discussed. When receiving advertisements with physical fear appeals, consumers with low CFC had greater mental imagery fluency than did those with high CFC. Furthermore, consumers’ purchase intentions could be improved by increasing consumers’ mental imagery fluency on fear appeal. Therefore, the interaction between fear appeal and CFC on purchase intention was mediated by mental imagery fluency. This study found that consumers responded differently to fear appeal advertising when they engaged in different mental imagery approaches.

Originality/value

The present study adds to social marketing literature by showing how consumers’ mental imagery fluency influence the fear appeal effectiveness, and this study’s results also enable social marketers to understand the two factors (i.e. consumers’ CFC level and mental imagery approaches) that affect the influence of fear appeals on consumers’ purchase intentions. Moreover, social marketers are recommended to provide consumers with advertising information by using various message types to facilitate consumers’ imagination of advertising appeals. This heightens the importance of consumers’ acceptance and absorption of advertising content, in turn, strengthening their purchase intentions.

Details

Journal of Social Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 1 June 2020

Chih-Wei Lin, Li Keng Cheng and Lei-Yu Wu

Because of relatively short product life cycles, radical product innovation has more significant influences on firms' competitive advantages in dynamic environments. Past studies…

453

Abstract

Purpose

Because of relatively short product life cycles, radical product innovation has more significant influences on firms' competitive advantages in dynamic environments. Past studies identified various cultural characteristics of a firm, which are key drivers of developing radical product innovation on an ongoing basis. However, few studies have investigated the interaction between organizational culture and external market feedback in developing radical product innovation.

Design/methodology/approach

To address the identified research gaps, this empirical research began by presenting conceptual foundations that lead to the hypothesized model and then analyzed survey data from 201 original equipment manufacturer suppliers in search of evidence supporting the hypotheses.

Findings

The results suggested that a supplier's entrepreneurial orientation and long-term orientation significantly and positively affected proactive market orientation, with proactive market orientation significantly and positively correlated with radical product innovation. The study confirmed that a proactive market orientation is essential in order for entrepreneurial orientation and long-term orientation to affect radical product innovation. Additionally, this study found that supplier–customer electronic integration has a moderating effect on proactive market orientation and radical product innovation.

Originality/value

Radical product innovation is a topic of great interest for both academia and industry, yet a comprehensive conceptual framework for its antecedents is still lacking. To fill this theoretical gap, the present study extended the studies on radical product innovation and examined the relationship between different strategic orientation types in terms of supplier–customer strategic behaviors to determine how suppliers enhance radical product innovation.

Details

Marketing Intelligence & Planning, vol. 39 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 19 November 2024

Li Keng Cheng and Hsien-Long Huang

This study investigates how consumers’ perceptions of brand prominence and credibility are influenced by companies’ disclosure of transparency and quality of environmental, social…

177

Abstract

Purpose

This study investigates how consumers’ perceptions of brand prominence and credibility are influenced by companies’ disclosure of transparency and quality of environmental, social and governance (ESG) information. It also examines how regulatory focus influences the relationship between purchase intention and brand credibility.

Design/methodology/approach

The study employs a quantitative approach, utilizing an online survey of 464 Taiwanese consumers. The data collected is analyzed using structural equation modeling (SEM) to evaluate the direct and indirect effects of perceived ESG information transparency and quality on brand prominence, brand credibility and purchase intentions.

Findings

The findings reveal that perceived transparency and quality of ESG information significantly enhance brand credibility and prominence. Consequently, increased brand credibility and prominence have a significant positive impact on consumer purchase intentions. Additionally, the study identifies a moderation effect, wherein a prevention regulatory focus strengthens the influence of brand credibility on purchase intentions.

Originality/value

This study contributes to the literature on brand management and consumer behavior by integrating regulatory focus theory with the impacts of ESG information. It provides new insights into how ESG-related communications influence consumer behavior, highlighting the importance of transparent and high-quality ESG data in fostering consumer trust and positive brand evaluations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 3 June 2024

Li Keng Cheng and Chung-Lin Toung

Because of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several…

120

Abstract

Purpose

Because of an increase in consumer awareness and the ease of information dissemination on the Internet, brands have increasingly become the target of online criticism. Several factors affect consumers’ reactions to public criticism against brands that they support. The present study investigated the interactive effects of psychological ownership, agency–communion orientation, and internal attribution on self-threat in the context of such criticism.

Design/methodology/approach

Three studies were conducted to test several research hypotheses. The psychological ownership, agency–communion orientation, and internal attribution of the participants in this study were manipulated using an experimental scenario. Subsequently, they completed a questionnaire with items used to assess purchase intention, self-threat, and demographic variables and for performing manipulation checks.

Findings

When a brand is criticized, (1) consumers with high psychological ownership of the brand are likely to buy more of that brand’s products, (2) communion-oriented consumers with high psychological ownership of the brand experience greater self-threat relative to those with low psychological ownership, and (3) agency-oriented consumers experience a consistent level of self-threat regardless of their level of psychological ownership.

Research limitations/implications

Brands should endeavor to enhance consumers’ psychological ownership of the brand to increase their support in times of crisis.

Originality/value

This study investigated how psychological ownership of a brand among consumers affected their reactions when a brand was criticized. The effect of self-threat as a mediating mechanism was also considered. Furthermore, agency and communion orientation were proposed as crucial moderators that should be considered in research on consumer–brand relationships.

Details

Marketing Intelligence & Planning, vol. 42 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 21 May 2021

Li Keng Cheng, Hsien-Long Huang and Ching-Chi Lai

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with…

1097

Abstract

Purpose

The number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.

Design/methodology/approach

Convenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.

Findings

The study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.

Originality/value

Amid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.

Details

International Journal of Sports Marketing and Sponsorship, vol. 23 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

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