1,721,078 research outputs found
The role of online channel in influencing perceived firm size and brand authenticity in international marketing
No full textPurposeThis research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered.Design/methodology/approachThree experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.FindingsThe findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism.Originality/valueThe findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.</jats:sec
The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective
No full textPurpose: This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across international markets with different cultural distances between them. Design/methodology/approach: The paper reports two preliminary studies and three experimental studies in the context of Australian brands using a “clean and green” image. The preliminary studies explore how product versus country image and cultural similarity are related to construal levels. Then, Study 1 examines consumers from different countries as a proxy of cultural distance, whereas Studies 2 and 3 manipulate levels of cultural distance to test the effects on consumers. Moreover, Study 3 also uses a behavioral outcome as the focal dependent variable and tests the underlying mechanism. Findings: The results demonstrate a significant interaction effect between country-of-origin positioning and cultural distance, such that an Australian brand emphasizing the country (vs product) image gains more favorable responses among consumers with high levels of cultural distance. Conversely, an Australian brand emphasizing the product (vs country) image gains more favorable responses among consumers with low levels of cultural distance. Further, this research identifies perceived brand cultural authenticity as the underlying process driving the interaction effect. Originality/value: The findings of this research contribute to the literature on international marketing in general and the country-of-origin literature in particular by examining country-of-origin positioning and cultural distance from the construal level perspective. The research also provides managerial implications on how to promote products in the international market across different cultural distances.</p
Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products
No full textIncreasingly, researchers are putting their efforts into understanding more about self-made products (e.g. reasons for purchasing these type of products). Nevertheless, it remains poorly understood as to how to effectively promote such products. Understanding whether using emotions (e.g. gratitude) in an advertisement may increase the effectiveness of advertising is still open to debate. Based on the cognitive theory of emotions, in the present study, the effect of emotional appeals on purchase intentions is explored through three experiments. Study 1 examines the effect of gratitude (vs. no-appeal) on consumer's click through behavior for self-made products. The results show that gratitude appeal poses a stronger effect on consumers' click through behavior for self-made products as opposed to no appeal. Study 2 provides further evidence of the gratitude effect (versus happiness, no-appeal) on purchase intention for self-made products in comparison to pre-made ones. Finally, Study 3 establishes desire to put in more effort as an underpinning mechanism for gratitude appeal and adds level of effort as a moderator. The findings suggest that marketers should incorporate gratitude appeal into their advertisements to increase consumers' purchase intentions by stimulating the desire to put in more effort.</p
Novel products and advertising visuals: the mediating role of perceived luxuriousness on willingness to try clean meat products
No full textUnderpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by perceived luxuriousness. Participants reported a greater willingness to try a novel product, such as clean meat, when the advertisement featured an illustration (vs. a photograph), demonstrating the art infusion effect. However, there were non-significant differences among participants in terms of their willingness to try a familiar product, such as conventional meat. The indirect effect of illustration on willingness to try clean mean via perceived luxuriousness was stronger compared to the conventional meat condition. This mediation effect of luxuriousness was also validated using the moderation-of-process approach. The findings provide meaningful guidelines to marketing practitioners and highlight the pertinence of art infusion to clean meat consumption, a relatively unexplored research area.No Full Tex
How visual angle influences product recommendations in response to two-sided messages
No full textPurpose: two-sided messages in advertising, which contain both negative and positive information, can have varying effects on persuasion. Thus, it is crucial to understand the conditions under which such messages are more or less effective compared to one-sided messages that only contain positive information. This research investigates the moderating role of the visual angle (close-up vs. long shot) of an image by drawing upon construal level theory. Design/methodology/approach: this research reports two experimental studies employing a 2 (message: two-sided [positive and negative information], one-sided [positive information as a control condition]) × 2 (visual angle: near [close-up], distant [long shot]) between-subjects design. Findings: the results demonstrate that two-sided messages paired with a close-up image decrease positive electronic word of mouth (eWOM) due to increased feelings of ambivalence, while two-sided messages paired with a long-shot image increase positive eWOM due to increased perceived authenticity. Originality/value: these findings provide insight into the impact of two-sided messages on advertising persuasion and provide guidance for marketers in developing effective communication strategies to leverage positive eWOM.</p
Halal Certification, Consumer Trust, and Purchase Intentions: The Moderating Role of Power and Religiosity and the Mediating Role of Specific Positive Emotions
No full textFull Text is available to authenticated members of The University of Auckland only.In general, Muslim consumers are found to be emotionally sensitive towards any information regarding the halal status of a product due to the nature of religion-based consumption, thus highlighting the significance of perceptions and reactions based on the situational changes. Therefore, it is possible that the concept of power as a temporary psychological state and religiosity as a stable belief could be controlled to induce consumer trust and purchase intention. The role of emotions in halal consumption has also been established but not as far to identifying the different, distinct positive emotions that could lead to specific effects on consumer judgements. This thesis contributes to the literature by providing evidence that power and religiosity will have a positive effect of consumer trust and purchase intention, but this is subjected to the extent of power and religiosity of an individual. Additionally, the role of distinct positive emotions relevant to halal consumption is examined of its contribution towards further enhancing consumer trust and purchase intention as outcomes. Experimental methods were observed across two studies in this thesis. The first study employed a single factor two-level between subjects design and proved the findings from previous researches that the presence of halal certification improves consumer trust and ultimately purchase intention. The second study is an extension on the first and introduced power, religiosity and three distinct positive emotions (group-pride, relief, interest) as variables, employing a 2 x 2 x 2 between subjects design. The outcome concludes that the effects of halal certification is no longer substantial with the presence of high levels of power and religiosity. Based on this, the three positive emotions tested for positive effects on consumer trust and purchase intention found interest is the most relevant. Meaning, when the levels of power and religiosity is high, the feelings of interest is evoked and increased consumer trust and intention to purchase. This research enhances the understanding on halal certification by establishing the role positive emotions on consumer trust and purchase intention, also power and religiosity as underlying individual differences as moderators that can be manipulated. By acknowledging how specific positive emotions relevant to halal certification can be used to assist marketers in developing effective marketing communications to promote halal certified products
Is Beauty Malleable?: Exploring The Effects of Implicit Theories of Beauty
No full textDubbed the attractiveness halo (Zebrowitz & Montepare, 2008) or the beauty premium
(Peng et al., 2020), the notion of “what is beautiful is good, and ugly is bad” has been a
prominent social discourse time and again, socially pressuring and expecting for people—more
frequently women—to strive to adhere to the dominant ideals of beauty. Consequently, women
within and across cultures devote time and money to enhance their looks, with facial
attractiveness as a crucial visual object in our environment (Leder & Carbon, 2004) and an
evident social signal that impacts interpersonal judgments (Franklin Jr & Adams Jr, 2009).
Despite women’s timeless and universal effort that has been put into enhancing their
appearances, the idea of the malleability of beauty—or more specifically, implicit theories
about beauty—is understudied when beauty could, in fact, be both malleable and fixed albeit
to individuals’ beliefs. Although prior research by Burkley and colleagues (2014) opened an
avenue for studying how malleability of beauty causes harmful effects on the self, how implicit
theories of beauty affect perceptions towards others or non-human resources are yet to be
studied. In this endeavour, the two papers presented in this thesis aims to discover how different
beauty beliefs affect consumer behaviour towards other people and products via running
experimental studies. Specifically, Paper 1 will examine how implicit theories of beauty could
affect consumers’ preferences towards customisable beauty products. Paper 2 will explore how
implicit theories of beauty could determine whether consumers render interpersonal
perceptions based on their perceptions of other people’s beauty work. The two papers will
contribute to exploring implicit theories of beauty as a novel domain in implicit theories that is
understudied, while providing guidance for marketers especially in the beauty industry to
utilise implicit theories of beauty to produce effective advertisements and marketing campaigns
The Pursuit of Meaning and Social Connections: Effects of Loneliness on Consumer Behaviour
No full textLoneliness is the unpleasant and subjective feeling of social isolation. Extant literature shows that loneliness can have distinct effects on consumer behaviour. These loneliness effects occur because feeling lonely triggers a motivational state that encourages consumers to reduce the associated aversive implications of social isolation. Loneliness is associated with the perception of a lack of meaning in life and a lack of satisfying social relationships. This thesis provides two distinct yet related insights regarding how loneliness influences consumer preference and attitudes across two increasingly relevant yet underexplored domains of art infusion and brand activism. First, this thesis enhances our understanding of how lonely individuals pursue meaning in life through art-infused products. Findings suggest that with an increased desire for meaning in life lonely individuals demonstrate a heightened preference for products that are associated and integrated with art. This occurs because lonely individuals are more actively seeking meaning in life, which subsequently makes them perceive art-infused products as more meaningful. Second, this thesis advances knowledge on how lonely individuals pursue social connections through brand activism. The thesis provides evidence that with an increased desire for social relationships lonely individuals exhibit increased support for brands that engage in activism among liberals because they see it as a means of establishing social connections. Overall, this thesis advances our understanding of how loneliness influences consumer behaviour in the pursuit of meaning and social connections. The findings have important implications for marketers, profit and nonprofit organisations, and consumers
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