1,721,214 research outputs found
Understanding consumer responses to retailers' cause related voucher schemes: Evidence from the UK grocery sector
No full textPurpose – The purpose of this paper is to present and test a conceptual model for understanding consumer responses to cause related voucher schemes (CRVS), considering the initiatives of two UK-based grocery retailers (Tesco and Morrisons). Design/methodology/approach – The conceptual model incorporates six theoretically derived exogenous constructs, i.e. status of the cause, company-cause fit, personal involvement with the cause, attitudes to the company, perceived sincerity of the company and perceived ubiquity. These are hypothesized to influence consumer responses to three primary endogenous variables: interest in the company, favourability of attitudes to the company and use (impact on purchasing intentions). The model is tested using survey data (n=401) collected in two UK cities. Findings – All but two of the hypothesized path relationships were confirmed and the percentage of explained variance for the primary endogenous variables compares well against previous models. Attitudes to the company, perceived ubiquity and favourability were identified as significant predictors of behavioural intentions (use). Practical implications – In selecting a cause, managers need to think carefully about the status of the cause, its degree of fit with the company and how to build personal involvement. CRVS initiatives should be focused, with consistency in communication. If a company suffers from negative consumer attitudes, a CRVS alone is unlikely to turn around their business performance. Originality/value: – The paper represents the first academic assessment of consumer responses to CRVS, introducing and validating a conceptual model
Don't distract me when I'm media multitasking: toward a theory for raising advertising recall and recognition
Full text linkMedia multitasking, such as using handheld devices like smartphones and tablets while watching TV, has become prevalent, but its effect on the recall and recognition of advertising has been the subject of limited academic research. We contend that the context in which multitasking takes place affects consumer memory for advertising delivered via the primary activity (e.g., watching television). Specifically, we identify the importance of the degree of (a) congruence between the primary and second screen activity and (b) social accountability of second-screen activities. We test our typology empirically by examining the determinants of next-day recall and recognition for billboard advertisers (perimeter board advertisements) of a televised soccer match. In line with our theory, in most cases media multitasking leads to worse recall and recognition. However, in situations where there is congruence between primary- and second-screen activities, and secondary activities have a higher level of social accountability attached to them, advertising recall and recognition improves
Understanding fans’ responses to the sponsor of a rival team
Full text linkResearch question: What factors determine fans’ responses to the sponsor of a rival team? To what extent does higher in-group fan identification, more positive prior attitudes to the sponsor and a more congruent fit between the sponsor and club, cause denigration or mitigate negative outcomes for the sponsor?Research methods: 300 questionnaires were collected from fans of English Premier League football teams Newcastle United and Sunderland allowed us to test our model of sponsorship responses. Structural equation modelling was used to evaluate each hypothesis.Results and findings: Brands will gain greater benefits from sponsorships deemed to be congruent with the rival team and where a higher pre-sponsorship attitude exists. More highly identified fans tend to pay greater attention to the sponsor of their rival team. We find that schadenfreude is a better predictor of affective and behavioural responses than fan identification, despite its popularity in recent research involving rival fans.Implications: Brand managers concerned about the size and scope of out-groups can employ our findings to more effectively configure sponsorship activities
The Animosity Transfer Process: consumer denigration of foreign sponsors and testing potential mitigation strategies
Full text linkPurpose: sponsorships involving foreign brands are ubiquitous, but those involving a company from an animosity-evoking country can adversely affect rather than enhance domestic consumers’ attitude towards the brand. This paper explains the mechanisms by which brand denigration occurs, introducing and validating a model of the animosity transfer process as well as considering if various framing and timing strategies attenuate or lead to adverse consumer responses.Design/methodology/approach: study 1 tests the animosity transfer model, utilizing a scenario in which English consumers respond to a German brand sponsoring the England soccer team. Study 2 assesses the generalizability of the model in the context of Indian consumers’ responses to sponsorship of their cricket team by a Chinese company, and the extent to which an honest framing of the sponsorship choice through the announcement affects outcomes. Study 3 returns to an England-Germany country dyad, testing whether priming consumers with information about the sponsorship prior to a full announcement, attenuates or intensifies the impact of animosity on the studied outcomes. Findings : the three studies demonstrate that when consumers learn of a sponsorship, it triggers an evaluation process in which the agonistic emotion (anger) they feel plays a pivotal role. More intense emotional appraisals weaken perceptions of sponsor-sponsee congruence, which together act as consecutive process variables mediating the relationship between animosity and sponsorship outcomes. Framing the sponsorship announcement with an honest justification for the partnership can improve outcomes but not amongst those with the highest animosity. Providing consumers with an advanced warning (preannouncement) of the sponsorship also amplifies consumers’ unfavorable evaluations showcasing how difficult animosity is to manage in this context.Originality/value: the animosity transfer model aids understanding of the mechanisms by which animosity affects brand attitude for foreign (out-group) sponsors. It identifies how animosity generates agonistic emotions and in turn weakens perceived fit between the sponsor and sponsee, leading to adverse consumer responses.<br/
Would you share that? How the intensity of violent and sexual humor, gender and audience diversity affect sharing intentions for online advertisements
Full text linkPurpose – The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.Design/methodology/approach – The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli. Findings – Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.Practical implications – The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.Originality/value – Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media
Mobile apps for healthy living: Factors influencing continuance intention for health apps
No full textThe desire to maintain a healthy lifestyle is growing amongst consumers globally as well as the adoption of health apps. Prior research investigates what affects adoption of a health app, but few studies consider Continuance Intention (CI) for mobile health apps. Drawing on the Information Systems Continuance Model and integrating social (i.e. subjective norms) and psychological factors (i.e. flow experience, health consciousness, behavioral change techniques), we develop a framework testing the factors influencing users’ CI for health apps. The model is validated using PLS analysis and data from 397 health app users from China. The study finds that perceived usefulness, perceived ease of use, flow experience and behavioral change techniques are significant predictors of CI, and satisfaction mediates these effects. Health consciousness positively moderates the effect between perceived usefulness and satisfaction and negatively moderates the effect between perceived ease of use and satisfaction. Lessons for app developers, marketers and health practitioners are drawn
Consumer Disposition Toward Fairness in Agri-Food Chains (FAIRFOOD) : Scale Development and Validation
Full text linkFairness in agri-food supply chains receives increasing consumer, industry, and political attention but is currently under-conceptualized and lacks appropriate frameworks for measurement. Therefore, building on a theoretically grounded conceptualization of consumer dispositions toward fairness in agri-food supply chains, we developed and validated a 14-item fairness measurement scale (FAIRFOOD). The scale comprises of four dimensions (economic, environmental, social, and informational) which are manifestations of the same construct (higher-order structure). We empirically validate the scale and its reliability using four studies and eight independent samples from Italy ( n = 1386) and the UK ( n = 1379). The findings reveal that FAIRFOOD is related, yet distinct from theoretically relevant constructs such as ethical consumption and pro-environment behavior. The FAIRFOOD scale is a strong predictor of outcomes such as willingness to purchase Fairtrade certified products, as well as boycott and negative Word of Mouth intentions if a brand treats other supply chain actors unfairly. Regarding business strategy, rather than focusing on one dimension of fairness independently, managers should adopt a holistic approach, devising initiatives that address all four dimensions in tandem
News you can use! Evaluating the effectiveness of newsjacking based content on social media
Full text linkNewsjacking (real-time deployment of news stories in communications) is now ubiquitous for brands using social media. Despite its pervasiveness, little analysis of its effectiveness exists. In this research we test if newsjacking positively influences various consumer responses (attitude towards content, brand attitude, purchase intent). Taking an audience perspective supported by the elaboration likelihood model (ELM), the research also establishes if a higher level of news involvement, as well as an ability to recognize the story behind the content, enhances the effectiveness of newsjacking content.An experimental design using taglines (newsjacking versus non-topical content) from a real BMW campaign was tested on a sample of 252 consumers. Three research questions pertaining to the effectiveness of newsjacking were specified and analyzed within a structural equation modelling framework.The findings support the conclusion that newsjacking is an effective communication tool. More favorable consumer responses were elicited in the newsjacking condition, as compared to content deploying a non-topical tagline. In addition, recipients reporting a higher level of news involvement rated the content more favorably in the newsjacking (versus the non-topical) condition. Deploying news stories that are more recognizable, increases the chances of successful newsjacking. Messages received by those with higher product involvement (category-level: cars) were more effective regardless of the type of appeal. We contribute to the communications and social media literatures by investigating the effectiveness of an emerging but popular tactic leveraged by content creators. Our work builds upon the limited research that has tested consumer responses to newsjacking. From a practical perspective, the research provides insight into the type of audience and situations most likely to yield a favorable outcome from newsjackin
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