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551
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 ..."
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Cited by 154 (19 self)
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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; ..."
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Cited by 95 (0 self)
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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 ..."
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Cited by 86 (4 self)
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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 ..."
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Cited by 82 (8 self)
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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
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, ..."
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Cited by 72 (2 self)
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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
quality as a predictor of B2B customer loyalty.
- Journal of Business Research,
, 2007
"... Abstract This study aims to provide a picture of how relationship quality can influence customer loyalty in the business-to-business (B2B) context. Building on prior research, we propose relationship quality as a higher construct comprising trust, commitment, satisfaction and service quality. We be ..."
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Cited by 62 (0 self)
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Abstract This study aims to provide a picture of how relationship quality can influence customer loyalty in the business-to-business (B2B) context. Building on prior research, we propose relationship quality as a higher construct comprising trust, commitment, satisfaction and service quality. We believe that these dimensions of relationship quality can reasonably explain the influence of overall relationship quality on customer loyalty. In addition, this study provides more insightful explanations of the influence of relationship quality on customer loyalty through two levels of relationship quality: relationship quality with employees of the supplier and relationship quality with the supplier itself as a whole. Aiming to fully explain the concept of customer loyalty, we follow the composite loyalty approach providing both behavioral aspects (purchase intentions) and attitudinal loyalty. We seek to address three main research issues: Does relationship quality influence both aspects of customer loyalty? If so, which relationship quality dimensions influence each of the components of customer loyalty? And which level of relationship quality (employee level versus organizational level) has more influence on customer loyalty? This study uses the courier delivery service context in Australia and targets Australian Small to Medium Enterprises (SMEs). We selected mail survey and online survey as the two methods of data collection, and together they received 306 usable respondents. Structural equation modeling yields insights into the influence of the dimensions and levels of relationship quality on customer loyalty. Results show that all four dimensions of relationship quality influence attitudinal loyalty, however, only satisfaction and perceived service quality influence behavioral loyalty (purchase intentions). Most remarkably, results indicate that only the organizational level of relationship quality influences customer loyalty. The employee level of relationship quality does not play a significant in influencing B2B customer loyalty in this study.
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, ..."
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Cited by 60 (0 self)
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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
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 ..."
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Cited by 54 (2 self)
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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
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 ..."
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Cited by 53 (1 self)
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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.
When good brands do bad
- Journal of Consumer Research
, 2004
"... University and the Harvard Business School. The authors would like to thank the three reviewers, the Associate Editor, and David Mick as well as the individuals who helped make the experiment possible, Nina Echeverria, Paul Rodhe, Patrick Tower, Melissa Valentine, and most importantly Ravi Pillai fo ..."
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Cited by 52 (0 self)
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University and the Harvard Business School. The authors would like to thank the three reviewers, the Associate Editor, and David Mick as well as the individuals who helped make the experiment possible, Nina Echeverria, Paul Rodhe, Patrick Tower, Melissa Valentine, and most importantly Ravi Pillai for his remarkable support. 3 This paper reports results from a longitudinal field experiment examining the evolution of relationships between consumers and an on-line photography brand in response to brand personality and transgression manipulations. Development patterns differed significantly for the two personalities, whereby relationships with sincere brands deepened over time in line with friendship templates, and relationships with exciting brands evinced a trajectory characteristic of short-lived flings. However, these patterns held only when the relationship proceeded without a brand transgression. Relationships with sincere brands suffered dramatically and irrevocably in the wake of transgressions but, surprisingly, showed signs of reinvigoration for exciting brands. Character inferences concerning the quality of the brand as a relationship partner mediated the results. Findings suggest a dynamic construal of brand personality, greater attention to interrupt events including transgressions, and consideration of the relationship contracts formed at the hands
