1,720,990 research outputs found
Consumer guilt and cause related marketing: How charity could facilitate hedonic purchase intention
No full textScholars suggested that sense of guilt affects people’s shopping behaviour. This research examines how the presence of a CRM strategy linked to the purchase of an hedonic product may be considered as a valid justification to reduce consumer guilt and improve the intention to buy. The study consists of an experimental 2 (CRM vs no CRM) x 2 (hedonic vs. utilitarian) with the last factor within subjects design. Results propose a significant model that shows the mediation role played by the reduction of the sense of guilt on CRM capability to improve hedonic purchase intention
Consumers’ responses to reactive CSR: the role of CSR motives and domain on perceived corporate benevolence and negative word of mouth.
No full textHow to choose the endorser: An experimental analysis on the effects of fit and notoriety
Full text linkThe present study is focused on the endorser topic following two different paths: firstly, proposing an extension of the theoretical match-up model, enlarge it through two other potential types of consistency: the typicality fit and the imagery fit. Secondly, the present study aims verifies the applicability of the same framework to the emerging situation with a brand linked to a not well-known endorser (internal as the
founder or external as a web influencer).
An experimental 3*2 (fit typology*high/low notoriety) between subject analysis was conducted in the food service domain. It showed some interesting considerations.From a theoretical point of view, the first relevant finding is that endorsement might be assimilated to a co-branding strategy, confirming the match-up model as an effective theoretical framework in this domain as well, with significant differences among the three fit typologies investigated. The typicality fit reveals to be the less effective in increasing attitude and other behavioural effects on consumers in
spite of the large adoption of this kind of fit by companies. Instead, the imagery fit, seems to be the most impactful in terms of positive word of mouth activation and viral communication activities, at the same level at the categorical one. Moreover, the categorical fit induces the wider range of positive effect on the dependent variables (attitudes, willingness to pay and willingness to buy).
Another interesting contribution is that the presence of an appropriate fit (in particular the categorical one) is able to compensate the absence of endorser notoriety and, on the average, the usage of a very popular endorser from the same domain of the brand is not necessary more effective in comparison with a not well-known endorser form the same domain. This result is the peak of the present research from a
managerial point of view, as it leads to consider the opportunity to support the emerging practices by which companies turn to not well-known people (disclosing the founder, or presenting some workers, or adopting a common consumer as an
influencer). The endorser not well-known, but presented with an adequate story-telling might be the best choice: less onerous and more effective than a big unrelated celebrity
Brand architecture change: When the corporate brand steps out of the shadow
No full textBrand architecture is usually described as a static picture. Several big companies recently change their brand architecture: from a house of brand to a sort of branded house. The present research investigates corporate CBBE when the corporate unveils its presence behind already well-known single product brands. An experimental design conducted within a sample of 374 Italian consumers on real-existing brands shows that the number of brands and the variety of product category affect consumer perceived corporate CBBE through the mediation of brand portfolio consistency (fit). Results validate a moderated mediation model that suggests relevant implications for brand portfolio management
How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications
No full textPast research on scapegoating argues that this crisis communication strategy is often ineffective because it can be perceived as an unfair attempt at shifting blame. In contrast, a few studies have shown that scapegoating can be effective by increasing the perceived ethicality of the sender relative to the target that is presented as responsible for wrongdoing. Reconciling these inconsistent findings, we show that the relative effectiveness of scapegoating depends on the perceptions of the sender and of the target. Our findings show that both the positioning of the sender as an underdog or a top dog and the positive or negative CSR record of the target contribute to explaining the effectiveness of scapegoating. Following a crisis, scapegoating appears to be most effective when the sender is an underdog and the target has a negative CSR record. The effectiveness of scapegoating for an underdog is however reduced when the target has a positive CSR record. At the opposite end, scapegoating might backfire when the sender is a top dog that attacks a target with a positive CSR record. Finally, when a top dog attacks a target with a negative CSR record, scapegoating reduces negative word of mouth even though this effect does not appear to be mediated by perceived ethicality. The study contributes to research on scapegoating communications and on the consequences of an underdog positioning and a positive CSR record for companies trying to manage the negative fallout from an ethical crisis
When Blame-Giving Crisis Communications are Persuasive: A Dual-Influence Model and Its Boundary Conditions
No full textThe higher they climb, the harder they fall: The roleof self-brand connectedness in consumer responses tocorporate social responsibility hypocrisy
No full textPast research shows how information about corporate irresponsibility that contradicts
an organization's social responsibility commitments causes hypocrisy perceptions.
Extant research on stakeholder engagement however, has not explained how
inconsistent corporate social responsibility (CSR) information affects the perceptions
of consumers strongly connected with a brand. This study investigates how, rather
than protecting the firm against hypocrisy perceptions, self-brand connectedness
magnifies the negative effect of inconsistent CSR information. We tested the
research hypotheses across two experimental studies, using both fictitious and real
brands in two different industries. We estimated a multi-group structural equation
model model to show how self-brand connectedness increases people's willingness
to distance themselves from the hypocritical brand. Results show that consumers
that feel close to the hypocritical brand have a stronger desire to disengage their
identity from the brand and protect their self-esteem. The desire to avoid the brand
in turn drives more negative consumer reactions in terms of brand attitudes, brand
loyalty and negative word of mouth. Our findings contribute to the literature by demonstrating
that a close relationship between the consumer and the brand may aggravate
behavioral reactions to hypocrisy perceptions. This is the first study to consider
how hypocrisy perceptions influence attitude and behaviors of consumers that are
closely connected to the company. Our results extend research on hypocrisy perceptions
and brand avoidance by showing that closely connected consumers are especially
likely to reject brands that send inconsistent messages about their involvement
in CSR
From the House of Brand to the Branded House: The Effects of a Brand Portfolio Shift on Consumers’ Choice.
No full textThe aim of the study is to investigate the effects on consumer evaluations and behaviours of the shift in the brand architecture strategy from an house of brands approach to a branded house one in which the corporate brand is prominent next to the single product brands
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