Results 1 - 10
of
448
I‖ seek pleasures and ―we‖ avoid pains: The role of selfregulatory goals in information processing and persuasion
- Journal of Consumer Research
, 2001
"... In four experiments, we show that goals associated with approach and avoidance needs influence persuasion and that the accessibility of distinct self-views mod-erates these effects. Specifically, individuals with an accessible independent self-view are more persuaded by promotion-focused information ..."
Abstract
-
Cited by 134 (17 self)
- Add to MetaCart
In four experiments, we show that goals associated with approach and avoidance needs influence persuasion and that the accessibility of distinct self-views mod-erates these effects. Specifically, individuals with an accessible independent self-view are more persuaded by promotion-focused information that is consistent with an approach goal. In contrast, individuals whose interdependent self-view is more accessible are more persuaded by prevention focused information that is consistent with an avoidance goal. When the persuasive appeal is compatible with self-reg-ulatory focus, individuals demonstrate greater recall of the message content and are more discerning regarding argument strength. These findings provide conver-gent evidence that central processing under goal compatible conditions underlies the persuasion effects. Consider two friends, Nancy and Genevieve, both ofwhom were recently in the market for an automobile. Nancy ultimately purchased a Volvo sedan, and Genevieve purchased a Saab convertible. When comparing their choices in cars, they noticed several differences in the factors that
Brand Community
"... Community is a core construct in social thought. Its intellectual history is lengthy and abundant. Community was a prominent concern of the great social theorists, scientists, and philosophers of the nineteenth and early twentieth centuries (e.g., Dewey 1927; Durkheim [1893] 1933; ..."
Abstract
-
Cited by 84 (0 self)
- Add to MetaCart
(Show Context)
Community is a core construct in social thought. Its intellectual history is lengthy and abundant. Community was a prominent concern of the great social theorists, scientists, and philosophers of the nineteenth and early twentieth centuries (e.g., Dewey 1927; Durkheim [1893] 1933;
You are what they eat: The influence of reference groups on consumers’ connections to brands
- Journal of Consumer Psychology
, 2003
"... The set of associations consumers have about a brand is an important component of brand eq-uity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one’s mental representation of self to meet self-verification or self-enhancement goals. We concept ..."
Abstract
-
Cited by 78 (3 self)
- Add to MetaCart
(Show Context)
The set of associations consumers have about a brand is an important component of brand eq-uity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one’s mental representation of self to meet self-verification or self-enhancement goals. We conceptualize this linkage at an aggregate level in terms of self-brand connections, that is, the extent to which individuals have incorporated a brand into their self-concept. In 2 studies, we show that brands used by member groups and aspiration groups can become con-nected to consumers ’ mental representation of self as they use these brands to define and create their self-concepts. Results from Experiment 1 show that the degree to which member group and aspiration group usage influences individual self-brand connections is contingent on the degree to which the individual belongs to a member group or wishes to belong to an aspiration group. In Experiment 2, we found that for individuals with self-enhancement goals, aspiration group brand use has a greater impact on self-brand connections; for individuals with self-verifi-cation goals, on the other hand, member group use has a greater impact. The set of associations consumers have about a brand is an important component of brand equity (Aaker, 1991; Keller,
The effects or brand relationship norms on consumer attitudes and behavior
- Journal of Consumer Research. TRADE-OFFS, RELATIONAL FRAMING
, 1997
"... The key premise underlying this work is that different relationships carry with them specific norms of behavior. Three experiments tested the general hypothesis that consumers ’ brand evaluations are guided by the norms of consumer-brand relationships. Two types of consumerbrand relationships were e ..."
Abstract
-
Cited by 65 (6 self)
- Add to MetaCart
(Show Context)
The key premise underlying this work is that different relationships carry with them specific norms of behavior. Three experiments tested the general hypothesis that consumers ’ brand evaluations are guided by the norms of consumer-brand relationships. Two types of consumerbrand relationships were examined – ‘exchange ’ relationships in which people provide benefits to others in order to get something back, and ‘communal ’ relationships in which benefits are given to demonstrate concern for other’s needs. It was hypothesized that the degree of consistency between the actions taken by a brand and the norms of the particular relationship influence consumers ’ evaluation of those actions. Results of Experiment 1 showed that charging a fee for providing a special service violated communal relationship norms but not exchange relationship norms, causing communal relationship participants to evaluate the brand poorly relative to the exchange participants. Results of Experiment 2 showed that an offer of an inexpensive gift rather than cash compensation for filling out a questionnaire is perceived as a violation of relationship norms by exchange participants but not by communal participants, leading the former to have a lower evaluation of the brand. Finally, results of Experiment 3 showed that relative to communal participants, exchange participants experienced greater violation of relationship norms, and evaluated the brand lower in response to a request for help from the brand if the request was made after some time gap rather than immediately after they had sought help from the brand. Mediation analysis supported the hypothesis that a violation of relationship norms influenced participants ’ evaluation of the brand as well as their assessment of the relationship strength. Findings are consistent with the premise that analogous to interpersonal relations, brandconsumer relationships carry with them socially sanctioned norms of behavior and adherence to or violation of these norms influences the appraisal of specific marketing actions. 1 Branding and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive
Beyond the extended self: loved objects and consumers’ identity narratives
- Journal of Consumer Research
, 2005
"... This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strat-egies, labeled “demarcating, ” “compromising, ..."
Abstract
-
Cited by 54 (0 self)
- Add to MetaCart
(Show Context)
This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strat-egies, labeled “demarcating, ” “compromising, ” and “synthesizing ” solutions, for cre-ating a coherent self-narrative. Findings are compared to Belk’s “Possessions and the Extended Self. ” Most claims from Belk are supported, but the notion of a core versus extended self is critiqued as a potentially confusing metaphor. The roles of loved objects and activities in structuring social relationships and in consumer well-being are also explored. In all probability, the word “love ” is used as often withobjects and activities as with people. We hear it all the time, from “I love skiing ” to “I love your new dress. ” In Sherry and McGrath’s (1989, 163) study of a gift store, they note that “not only do our respondents ‘love to shop ’... but they also ‘fall in love ’ with the items they select. ” In the use of products, Richins (1997) finds that love is a
Relationships quality as a predictor of B2B customer loyalty
- Journal of Business Research
, 2007
"... This study aims to provide a picture of how relationship quality can influence customer loyalty or loyalty in the business-to-business context. Building on prior research, we propose relationship quality as a higher construct comprising trust, commitment, satisfaction and service quality. These dime ..."
Abstract
-
Cited by 54 (0 self)
- Add to MetaCart
(Show Context)
This study aims to provide a picture of how relationship quality can influence customer loyalty or loyalty in the business-to-business context. Building on prior research, we propose relationship quality as a higher construct comprising trust, commitment, satisfaction and service quality. These dimensions of relationship quality can reasonably explain the influence of relationship quality on customer loyalty. This study follows the composite loyalty approach providing both behavioural aspects (purchase intentions) and attitudinal loyalty in order to fully explain the concept of customer loyalty. A literature search is undertaken in the areas of customer loyalty, relationship quality, perceived service quality, trust, commitment and satisfaction. This study then seeks to address the following research issues: Does relationship quality influence both aspects of customer loyalty? Which relationship quality dimensions influence each of the components of customer loyalty? This study was conducted in a business-to-business setting of the courier and freight delivery service industry in Australia. The survey was targeted to Australian Small to Medium Enterprises (SMEs). Two methods were chosen for data collection: mail survey and online survey. The total number of usable
We are what we post? Self-presentation in personal web space
- Journal of Consumer Research
, 2003
"... This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-medi-ated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, ..."
Abstract
-
Cited by 51 (1 self)
- Add to MetaCart
(Show Context)
This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-medi-ated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, symbols, material objects, and places. Specifically, the issues of interest include why consumers createpersonal Web sites, what consumers want to communicate, what strategies they devise to achieve their goal of self-presentation, and how those Web space strategies compare to the self-presentation strategies of real life (RL). The data reveal insights into the strategies behind constructing a digital self, projecting a digital likeness, digitally associating as a new form of possession, and reorganizing linear narrativestructures. Consumption can be a self-defining and self-expressivebehavior. People often choose products and brands that are self-relevant and communicate a given identity: “Con-sumption serves to produce a desired self through the images and styles conveyed through one’s possessions ” (Thompson and Hirschman 1995, p. 151). In this way consumers make their identities tangible, or self-present, by associating them-selves with material objects and places. Although consumer researchers have included symbols and signs in the set of objects and materiality they study (Mick 1986), even these symbols often refer to physical objects or places. With the advent of new technology, computer-mediated environments (CMEs) have emerged, allowing virtual worlds in which consumers can present themselves using digital rather than physical referents. The CMEs are virtual digital places that occupy neither space nor time. They are inherently discursive spaces where people actively convene to commune with others (Kozinets
Corporate branding and corporate brand performance
- European Journal of Marketing
, 2001
"... Abstract Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the manageme ..."
Abstract
-
Cited by 48 (1 self)
- Add to MetaCart
Abstract Corporate branding necessitates a different management approach. It requires greater emphasis on factors internal to the organisation, paying greater attention to the role of employees in the brand building process. This paper explores the implications of corporate branding for the management of internal brand resources. We describe a model for managing brands through narrowing the gap between a brand’s identity and its reputation and, building on this, identify three key factors that affect brand perceptions and brand performance. Finally, we review some of the mechanisms that may be used to facilitate greater congruence of brand perceptions within the brand team and communication of a brand’s identity to employees.
2002, ‘Building Brand Equity Through Corporate Societal Marketing
- Journal of Public Policy and Marketing
"... Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking b ..."
Abstract
-
Cited by 47 (1 self)
- Add to MetaCart
(Show Context)
Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions. STEVE HOEFFLER is an assistant professor, Kenan-Flagler School of
Self-Construal, Reference Groups, and Brand Meaning
"... thank the editor, associate editor, and three reviewers for their constructive suggestions. 2 We propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections. We focus on reference groups as a source of brand meaning. Results from two ..."
Abstract
-
Cited by 45 (0 self)
- Add to MetaCart
(Show Context)
thank the editor, associate editor, and three reviewers for their constructive suggestions. 2 We propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections. We focus on reference groups as a source of brand meaning. Results from two studies show that brands with images consistent with an ingroup enhance self-brand connections for all consumers, whereas brands with images that are consistent with an outgroup have a stronger negative effect on independent versus interdependent consumers. We propose that this differential effect is due to stronger self-differentiation goals for consumers with more independent self-concepts. We also find greater effects for more symbolic than for less symbolic brands. 3 People engage in consumption behavior in part to construct their self-concepts and to create their personal identity (e.g., Belk 1988; Richins 1994). We examine one aspect of this construction process, namely the appropriation of brand associations derived from the usage of these brands by reference groups. Building on McCracken’s (1988) theory of meaning
