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176 results on '"Consumer-Brand Relationship"'

151. Engaging in Real Time: Understanding the Effect of "Real-Time" Social Media Messages on Consumer Engagement.

Author

Omar Rodriguez-Vila, Bharadwaj, Sundar, and Myoung-Jin Chae

Subjects
INTERNET marketing, MARKETING strategy, SOCIAL media
Abstract

Research Question The practice of real time marketing (RTM) messages has grown significantly during the past several years, along with the rise of brands' marketing activities on social media such as Facebook or Twitter. However, little academic research exists to help understand the effect of RTM on relevant brand outcomes. The "real-time" opportunity has received some attention by scholars, primarily from the perspective of the role that marketing plays in turning "real-time" market data into customer knowledge (Achrol and Kotler, 1999; McKenna, 1995), developing customized offerings (Oliver, Rust, and Varki, 1998) and managing improvisation in the new product development process (Moorman and Miner, 1998). However, "real time" marketing activities in social media and its impacts on consumer outcomes have not been systematically examined to date. In this research we aim to answer the following research questions. First, we try to better understand types and characteristics of real time messages that brands deliver on social media. Second, we explore how these real time messages have an impact on consumer engagement. Third, we explore how brands can use real time messages more effectively by suggesting factors that could reduce the negative impact of real-time marketing (RTM) messages on engagement. Method and Data For analysis, a database of 4,639 Facebook messages from 18 brands in the food and beverage industry in Mexico was built working with a social media agency to test the effect across social media platforms. Based on the two databases, a simultaneous equation Tobit regression with robust standard errors is used to test the hypotheses. Summary of Findings There are two types of RTM practices based on the level of improvisation, which are planned RTM--messages created in anticipation of an established event or situation (e.g., a relevant moment of the day or a special event such as the SuperBowl) but deployed at a time when the context is most relevant, and improvised RTM--messages that are created and deployed in close proximity to an unpredictable event or situation. We find that contrary to articles in the popular press, RTM activities have a negative effect on social media engagement in Facebook. We suggest several explanations on why RTM messages are less engaging compared to non-RTM messages on average. (1) RTM messages are more difficult to understand, (2) RTM messages are less creative, (3) consumers' perceptions of manipulative intent for RTM messages are greater compared to non-RTM messages. Supporting those hypotheses, we also find these three content characteristics (understanding, creativity, and manipulative intent) have a negative effect on consumer engagement in social media. Our findings suggest that when seeking to compete in "realtime," managers need to be particularly careful about potential risks. Specifically, managers should ensure that the product is playing a primary and clear role in the message. Also, managers should consider their audience in a way that the posts attract their core consumers. Key Contributions Industry reports indicate that the use of "real-time" messages in social media is on the rise with more brands using transient environmental contexts (e.g. news events, cultural events, etc.) as context for their messages. However, little academic research exists to help understand the effect of RTM on relevant brand outcomes. Drawing our work from extant advertising, social media, and brand literatures, this research will be the first to explore RTM activities systematically and provide understandings of real time messages. We then show that RTM activities have a negative impact on consumer engagement (likes, shares, and comments on Facebook). We also explore factors that will reduce the negative impact of RTM activities on consumer engagement. [ABSTRACT FROM AUTHOR]

Published
2016

152. Why Even the Brand Lover Might Switch to Other Brand: A Switch Path Analysis.

Author

Jesheng Huang

Subjects
BRAND mobility, CONSUMER preferences, CUSTOMER relations
Abstract

Research Question Feelings of loved brand might encourage a biased, positive perception of the partner (Murray, Holmes, and Griffin, 1996) that renders comparisons with alternatives difficult. As a result, firm may not aware of identifying the nature of dynamic consumer-brand relationship by examination of the potential symptoms from their brand lovers' unusual behaviors. In reasoning views, the author argues that (1) brand lovers won't frequently complain unless the unpleasant state or unexpected behaviors of their love brands reach the level of detachment or exceed the threshold of tolerance; (2) there is usually no significant phenomenon or symptoms firm can find the brand lovers intending to switch in advance; (3) consumer-brand love relationships is dynamic and changeable. Therefore, the purpose of this study is to explore why the brand lover might switch to other brand, to diagnose which core components of brand love might have the strongest impact on triggering the dissolution of consumerbrand love relationships, and to determine how the core components of band love will interact with one another through analyzing the dissolution of consumer-brand love relationships. Method and Data Critical incident technique (CIT) is a useful tool for reflecting customer-perceived quality and customer dis/satisfaction based on positive and negative critical incidents. For identifying whether the critical incidents cause to brand lover's brand detachment, sequential incident technique (SIT) (Stauss and Weinlich, 1995: 1997) is employed to add a process description of an episode with consequence for the relationship between consumer and loved brand. Finally, the author examines a switching process in the evolution of consumer- brand relationships and described its switching path. This path can be depicted and described using a CIT variant labeled switching path analysis technique (SPAT). This study develops two phases of functional analysis of an emotion as the research procedure, and each phase includes three steps. They are "problem to be solved," "system of components" and "consequences" respectively. The "problem to be solved" in phase 1 refers to the critical incident, and then it would lead consequences that might trigger the conscious of brand detachment. Specifically, the critical incident is evoked by the triggering factor exceeding the tolerance- zone limits. However, the "problem to be solved" in phase 2 refers to the sequential critical incident, and then it eventually would lead consequences that might trigger the conscious or behavior of brand dissolution. The author use in-depth interviews to collect experienced brand lovers' switching data. Summary of Findings The method of interpretation is idiographic analysis (Mick, David Glen and Michelle DeMoss, 1990). It started with an impressionistic reading of transcripts and identification of recurrent behavioral and psychological tendencies manifest therein (Fournier, 1998). Individual brand story was considered and treated by a holistic understanding of brand relationships within the context of the informant emerged. The goal of which was to discover patterns across brand episodes and individuals that could help structure an understanding of why the brand lovers will switch to other brands. Through three idiographic analyses, the initial propositions are developed. That is, (1) if the evolution of consumerbrand love relationships began with the pursuit of product function and high quality, the brand dissolution will happen mostly due to the increase of individual's product knowledge and competitive advantage of alternative brand; (2) If the evolution of consumer-brand love relationships dominated by the pursuit of desired self-identity, the brand dissolution will happen mostly due to the transformation of enabling the desired self; (3) If the evolution of consumerbrand love relationships dominated by the mindset of symbolizing self-concept from the loved brand, the brand dissolution will happen mostly due to the evolution of transforming self-congruity. The current results indicate that the orientation of brand love (i.e., function-, identity-, or self-concept oriented brand love) becomes a cue for brand detachment. Key Contributions Based on the deduction drawn from hermeneutic mode of interpretation, the finding enhances more deeply understanding of dissolution of consumer-brand love relationships. Critical incident technique can be used to know when the brand lover begins to have the sense of brand detachment. More specifically, the when doesn't mean the timing, but the consumer's mindset. Then, sequential incident technique is used to examine why the consumer-brand love relationships are dissolute. The current study also identifies the varying assessment of which core components of brand love might have the strongest impact on triggering the dissolution of consumer-brand love relationships. Such diagnostic examination is useful theoretically and managerially. [ABSTRACT FROM AUTHOR]

Published
2016

153. A intimidade da marca nas mídias sociais : a influência de uma interação próxima e pessoal no comportamento dos clientes online

Author

Barcelos, Renato Hübner and Rossi, Carlos Alberto Vargas

Subjects
Social media, Brand closeness, Mídias sociais, Facebook, Percepção do consumidor, Marketing de relacionamento, Brand intimacy, Marketing eletrônico, Social commerce, Consumer-brand relationship, Electronic marketing
Abstract

Esta tese explora um aspecto social específico da interação entre consumidores e marcas em mídias sociais, que é o nível de intimidade da marca. Este fator é entendido como o grau em que a marca interage como um ator social psicologicamente próximo aos seus consumidores, sendo operacionalizado na forma de um construto latente formado pela autorrevelação, pela expressividade de emoções, pela transmissão de sentimentos positivos e de calor humano e pela informalidade. Embora as mídias sociais já tenham se tornado um componente importante para as estratégias de relacionamento das empresas com seus clientes, ainda há uma falta de construtos específicos de relacionamento social na maior parte dos modelos tradicionalmente empregados em branding e comércio eletrônico. Assim, o objetivo geral desta tese foi o de entender como este nível de intimidade da marca influencia o comportamento dos consumidores nas mídias sociais e quando pode ser mais vantajoso para as marcas buscarem maior ou menor intimidade, dependendo do contexto de consumo em que atuam. Mais especificamente, o efeito da intimidade da marca foi analisado em duas variações de contextos de consumo: no caso de serviços de objetivo hedônico ou utilitário; e no caso de serviços de alto ou baixo envolvimento situacional. Quatro estudos experimentais foram usados, apresentando reproduções de páginas de marca no Facebook para participantes selecionados através do Amazon MTurk. Através do Estudo 1, foram oferecidas evidências de suporte ao efeito positivo da intimidade da marca nas respostas dos consumidores – intenção de compra, intenção de uso da página de marca, aceitação e fornecimento de boca a boca online – em função do aumento do valor hedônico da experiência dos consumidores na mídia social. Os resultados do Estudo 1 também ofereceram suporte à hipótese de moderação deste efeito positivo da intimidade da marca pelo tipo de consumo buscado pelos consumidores. A intimidade da marca teve um efeito maior quando os consumidores buscavam um objetivo hedônico do que um objetivo utilitário. O Estudo 2 foi projetado para testar o efeito moderador da valência geral das postagens sobre a marca na mídia social. Os resultados deste estudo demonstraram que, com o maior número de opiniões negativas sobre a marca na mídia social, o efeito positivo da intimidade da marca deixa de se manifestar em todas as variáveis dependentes. O Estudo 3 analisou a possibilidade de que a intimidade da marca pudesse tornar as respostas dos consumidores menos favoráveis à marca, no caso do aumento do risco percebido. Confirmando esta hipótese, o risco percebido foi verificado como um mediador do efeito negativo da intimidade da marca e o nível de envolvimento situacional como um moderador desta relação. Por fim, o Estudo 4 foi projetado para verificar a possibilidade de influência da valência geral das postagens sobre a marca no efeito da intimidade da marca nas variáveis dependentes. Porém, os resultados deste estudo não indicaram nenhuma interação entre a intimidade da marca e a valência geral das postagens, mas apenas um efeito direto da valência geral das postagens na intenção de compra e de boca a boca. De uma forma geral, os resultados desta tese podem contribuir não apenas para a literatura sobre marketing e comércio eletrônico, mas também podem ser úteis para informar os gerentes de marketing sobre como e quando eles deveriam abordar seus clientes de uma forma mais (ou menos) próxima. Em especial, os resultados indicam ser possível obter melhores respostas em termos de intenção de compra, uso da página de marca e boca a boca online, aumentando o nível de intimidade de marca se esta está mais relacionada a produtos/serviços mais hedônicos e de baixo envolvimento situacional, mas diminuindo o nível de intimidade se o produto/serviço está associado a um alto risco e a um elevado envolvimento situacional. This thesis explores a specific aspect of social interaction between consumers and brands on social media, which is the level of brand intimacy. This factor is defined as the degree to which the brand interacts as a psychologically close social actor to its consumers, and it is operated as a latent construct composed of self-disclosure, emotion expressivity, transmission of positive feelings, human warmth and informality. Although social media have already become an important component in the relationship strategies of companies with their customers, there is still a lack of specific constructs of social relationship in most models traditionally used in online branding and ecommerce. Thus, the general purpose of this thesis was to understand how this level of brand intimacy influences consumer behavior on social media and when it may be more advantageous for brands to seek greater or lesser intimacy, depending on the consumption context in which they operate. More specifically, the effect of brand intimacy was examined under two variations of consumption contexts: in the case of hedonic or utilitarian services; and in the case of services of high or low situational involvement. Four experimental studies were applied to participants selected through Amazon MTurk, with reproductions of Facebook brand pages. The first study provided evidence supporting the positive effect of brand intimacy in consumer responses (purchase intention, intention to use brand page, acceptance and delivery of e-WOM) – due to the increased hedonic value the experience of consumers on social media. The results of Study 1 also offered support to the hypothesis that this positive effect of intimacy brand is moderated by the consumers’ goal type. Brand intimacy had a greater effect when consumers had a hedonic goal than when they had a utilitarian goal. Study 2 was designed to test the moderating effect of the overall valence of posts about the brand on social media. The results confirmed this effect and showed that the positive effect of brand intimacy in all dependent variables ceased to exist due to the number of negative opinions on the brand page. The third study analyzed the possibility that the level of brand intimacy could make consumers’ responses less favorable to the brand in the case of increased perceived risk. Confirming this hypothesis, the perceived risk was observed as a mediator of this negative effect of brand intimacy. Additionally, the study verified that the level of situational involvement was a moderator of this relationship. Finally, the fourth study was designed to test the possibility that the overall valence of the posts about the brand could moderate the effect of brand intimacy on the dependent variables. However, the results of this study indicated no interaction between brand intimacy and the overall valence of the posts, but only a direct effect of the overall valence of posts on purchase intention and e-WOM. In a general way, the results of this thesis can contribute not only to the literature on online marketing and e-commerce, but may also be useful to inform marketing managers on how and when they should address their customers in a more (or less) close way. in order to get better responses in terms of purchase intention, brand page usage and e-WOM. In particular, the results indicate possible best responses in terms of purchase intention, brand page usage intention and e-WOM, by increasing the level of brand intimacy if it is more related to hedonic products/services with low level of situational involvement and risk, or decreasing the level of intimacy for products/services with high levels of situational involvement and risk.

Published
2015

154. ¿Es eficiente cualquier tipo de relación entre marca y consumidor?

Author

Francisco-Maffezzolli, Eliane Cristine, Semprebom, Elder, Prado, Paulo Henrique Muller, and Ribeiro, Clara Márcia

Subjects
efficiency in the relationship, eficiência no relacionamento, análise de cluster, clúster análisis, relación entre marca y consumidor, consumer-brand relationship, la eficiencia en la relación entre marca y consumidor, relacionamento consumidor-marca, cluster analysis
Abstract

O objetivo neste estudo foi investigar a existência de diferentes perfis de relacionamento consumidor-marca e sua respectiva eficiência na relação comercial. Três construtos da teoria de relacionamento com marcas foram avaliados: autoconexão, intimidade e interdependência com a marca. Foi realizado um survey com 441 casos. Os dados foram analisados por técnicas de cluster, fatorial e ANOVA. Três diferentes perfis foram encontrados: o relacionamento por inércia (RI), o qual sugere uma relação superficial e com menor poder de diferenciação sobre a marca; o relacionamento moderado (RM), o qual registrou avaliações intermediárias em todas as variáveis; o relacionamento verdadeiro (RV), o qual demonstra maior proximidade e conexão com a marca. Para verificar a eficiência desses tipos, foram avaliados os índices de satisfação, confiança, comprometimento e lealdade. Consumidores do tipo RI tendem a trocar de marca tão logo percebam vantagens maiores em outros concorrentes. Já os RM demonstram certa tendência de atitudes positivas em relação à marca, dependendo de seu contexto e oferta. O grupo RV demonstra maior tendência à continuidade do relacionamento. Do ponto de vista gerencial, perceber diferentes intensidades de relacionamento permite reconhecer que nem todo relacionamento é eficiente. The aim of this study was to investigate the existence of different profiles of consumer-brand relationships and the efficiency in their business relationship. According to this, three constructs of the brand relationship theory were evaluated: self-connection, intimacy and interdependence with the brand. A survey with 441 consumers was conducted. Data was analyzed by Cluster, Factorial and ANOVA. Three different profiles were found: (1) the inertia relationship (RI), which suggests a superficial relationship and less about the power of brand differentiation, (2) the Moderate Relationship (MR), which recorded intermediate ratings in all tested variables and (3) the true relationship (RV) which shows greater closeness and connection with the brand. To check the efficiency of these types were assessed levels of satisfaction, trust, commitment and loyalty. Consumers of type RI tend to switch brands as soon as they realize benefits in other major competitors. MR consumers tend to demonstrate a tendency of positive attitudes toward the brand, according to the social context and brand promotion. Finally, the RV group has shown a greater tendency to continue the relationship. From a managerial perspective, perceive different intensities of relationship allow us to recognize that not every relationship is efficient. El objetivo de este estudio fue investigar la existencia de diferentes perfiles de las relaciones entre la marca y el consumidor y la eficiencia en su relación de negocios. Tres variables de la teoría de las relaciones con las marcas fueron evaluadas, a saber: la conexión, la intimidad y la interdependencia con la marca. Se realizó una encuesta de 441 casos. Los datos fueron analizados mediante técnicas de cluster, ANOVA y factorial. Tres perfiles diferentes fueron encontrados: (1) la relación de la inercia (RI), lo que sugiere una relación superficial y con poco poder de diferenciación de la marca, (2) la relación moderada (MR), que registró evaluaciones poco positivas en todas las variables y (3) la verdadera relación (RV), que muestra un mayor acercamiento y relación con la marca. Para comprobar la eficacia de estos tipos fueron evaluados los niveles de satisfacción, confianza, compromiso y lealtad. Los consumidores del tipo RI tienden a cambiar de marca tan pronto obtienen beneficios en otros grandes competidores. El tipo RM mostró una tendencia de actitudes positivas sobre la marca, dependiendo del contexto de mercado. El Grupo RV ha mostrado una mayor tendencia a continuar la relación. Desde una perspectiva de gestión, percibir diferentes intensidades de relación nos permite reconocer que ni todas las relaciones son efectivas.

Published
2014

155. Todo tipo de relacionamento consumidor-marca é eficiente?

Author

Elder Semprebom, Eliane Cristine Francisco-Maffezzolli, Paulo Henrique Muller Prado, and Clara Márcia Ribeiro

Subjects
efficiency in the relationship, clúster análisis, Geology, Ocean Engineering, relación entre marca y consumidor, consumer-brand relationship, lcsh:Business, eficiência no relacionamento, análise de cluster, la eficiencia en la relación entre marca y consumidor, lcsh:HF5001-6182, relacionamento consumidor-marca, cluster analysis, Water Science and Technology
Abstract

Does any kind of brand-consumer relationship is efficient?The aim of this study was to investigate the existence of different profiles of consumer-brand relationships and the efficiency in their business relationship. According to this, three constructs of the brand relationship theory were evaluated: self-connection, intimacy and interdependence with the brand. A survey with 441 consumers was conducted. Data was analyzed by Cluster, Factorial and ANOVA. Three different profiles were found: (1) the inertia relationship (RI), which suggests a superficial relationship and less about the power of brand differentiation, (2) the Moderate Relationship (MR), which recorded intermediate ratings in all tested variables and (3) the true relationship (RV) which shows greater closeness and connection with the brand. To check the efficiency of these types were assessed levels of satisfaction, trust, commitment and loyalty. Consumers of type RI tend to switch brands as soon as they realize benefits in other major competitors. MR consumers tend to demonstrate a tendency of positive attitudes toward the brand, according to the social context and brand promotion. Finally, the RV group has shown a greater tendency to continue the relationship. From a managerial perspective, perceive different intensities of relationship allow us to recognize that not every relationship is efficient.

Published
2014

156. Consumer Storytelling of Brand Archetypal Enactments

Author

Muniz, K., Woodside, Arch, Sood, S., Muniz, K., Woodside, Arch, and Sood, S.

Abstract

The study here probes the perspective that consumers use certain brands as actors that play roles in the consumers’ lives and that help consumers as protagonists to enact roles that give them the feelings of achievement, well-being, and/or emotional excitement. The method enables the uncovering of archetypes as unconscious forces that drive consumers to specific actions implicitly and to a less extent, explicitly. The study employs two techniques: degrees-of-freedom analysis (DFA) to test whether or not consumer stories fit a given archetypal theme and visual narrative art (VNA) to confirm whether or not consumer’s own stories enact a specific archetype and how such enactments are done. This study offers an alternative for survey auditing consumer-brand relationships; the study here describes and explains the importance of narratives in consumer behaviour and the use of archetypes as universal themes that aid understanding of brand-consumer relationships. The study describes DFA and VNA with two examples of the use of these analytics.

Published
2015

157. Brand message strategies and consumer motivations to respond

Author

Choi, Jung Hwa, Ph. D.

Subjects
Social media, Consumer-brand relationship
Abstract

The overarching purpose of this dissertation is to first provide a theoretical and empirical background for research on motivation and branding strategies; a review of the literature on social media, social media marketing, and brand association is provided for context. From this, three research questions are presented. Chapter 3 describes the procedures, methodology, results and discussion briefs of two studies. Finally, Chapter 4 discusses the expected theoretical and managerial contributions of this study and directions for future research. The primary goals of this research are to provide an exploratory analysis investigating how global brands currently use social media to share brand messages and build relationships with consumers, and the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS, particularly the platform of Instagram in this early stage of social media marketing. Specifically, this study: (1) analyzes corporate account marketing messages on Instagram to understand how global brands are using Instagram for purposes of interacting with and building relationships with consumers, (2) identifies social and psychological motives that lead consumers to engage with commercial brands on Instagram, and (3) examines the relationships between identified motives and consumer-brand relationship outcome variables. To accomplish these, two studies are conducted. Study 1, that is a content analysis, examines the global brand Instagram accounts of the top 100 most valuable global brands, based on the brand associations by Aarker (1996). Building on the Uses and Gratification Theory (U&G), Study 2 explores the underlying process of consumers’ motivations to follow a brand account by conducting a survey study of 318 Instagram brand account followers in the United States. Within the theoretical framework of U&G, this research also examines how varying degrees of consumer motivation to follow a brand account on Instagram influences consumer engagement outcomes (i.e., frequency of electronic word-of-mouth and attitude toward following brands) and outcomes related to relationship building (i.e., trust, satisfaction, intention to pass along brand’s messages, and willingness to buy). The findings of Study 1 revealed that Instagram marketers often are not using the strategies that generate the highest consumer engagement. Study 2 examined seven consumer motivations for following Instagram brand accounts. Motivations related to social interaction and brand love were the strongest motivations. Directions for future research, for example, understanding why a brand follows other account on Instagram, are provided

Published
2018

159. The relationship between brand love and positive word of mouth

Author

Kiuru, Katrine

Subjects
brändit, brand love, viraalimarkkinointi, consumer-brand relationship, word of mouth, online word of mouth, digitaalinen markkinointi
Abstract

Being able to create strong emotional bonds between consumers and brands can be seen as an important goal of today’s brand management. As in interpersonal relationships also in product and brand context love is presented to be the strongest stage of emotional attachment a consumer may have. Brand love is previously discovered to have several desirable outcomes from marketing perspective but the understanding of this phenomenon still remains in its infancy. The objective of this research was to gain a better insight of the construct of brand love by observing how the three following phenomena, self-expressiveness of a brand, brand trust and hedonic product type affect brand love. In addition, the study investigates whether brand love would have positive effects on word of mouth (WOM) both in traditional and online environment (eWOM). As the objective was to examine the relationships between the particular constructs, a quantitative research method was applied. A questionnaire was developed on the basis of previous brand love literature and a survey was conducted with the target audience of Finnish consumers. The data of 342 responses was analyzed in SPSS Statistic 22 program and further on partial least squared structural equation modeling (PLS-SEM) program SmartPLS 2.0. The results of this study indicate that self-expressiveness, trust and hedonic product type all have significant positive effects on brand love. According to the findings, the strongest predictor of brand love seems to be self-expressiveness of a brand. Moreover, brand love is found out to lead to positive WOM and eWOM. The findings suggest that marketers should aim at creating trust, communicate the self-expressive characteristics and emphasize the hedonic features of their trademarks in order to create love between consumers and their brands. The theoretical contributions of this study can be stated to be observing the new-found topic in a different cultural environment as well as supporting the findings of previous brand love studies.

Published
2014

160. Building consumer-brand relationship through mobile marketing

Author

Costa, Heloísa de Jesus and Teixeira, Nuno Reis

Subjects
Mobile marketing, Brand experience, Valor da comunicação, M31, M Business administration and business economics - Marketing - Accounting - Personnel economics, Communication value, Relação consumidor-marca, M37, Consumer-brand relationship, Experiência de marca, Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
Abstract

In an extremely competitive Era, in which the need of value creation for the clients emerge, brands appear to be a fundamental asset for companies and the emotional relationships that are built with consumers are their fundamental source of differentiation. The new interactive media that born of technology and allow new ways for customers and brands to communicate seem to promote that relationship. A research in Generation Y (people aged between 18 and 35 years old) in Portugal was made using an online survey being obtained 238 valid answers. The objective of this research was the analysis of the impact of mobile marketing (use of mobile phones as marketing communication media) in the strength of consumer-brand relationship. The interaction with brands through mobile devices do not originate in the respondents perspective positive consumer-brand relationships, however it was obtained for a specific group of consumers. The brand experience that is felt along the interaction is a factor that influences the strength of consumer-brand relationship, as also the value of communication – it was proved that emotional communications are associated with stronger consumer-brand relationships. The tool of interaction is also an influencer factor, pull-based mobile marketing actions empowered the consumer-brand relationship more than push-based mobile marketing actions. The research also allowed to conclude that the strength of consumer-brand relationship has influence in future interactions intentions with the brand, namely in services that imply the providing of personal data. Numa Era de competitividade em que a necessidade de criação de valor para o cliente urge, as marcas afiguram-se como os principais activos de uma empresa e as relações emocionais que criam com os consumidores são a sua principal fonte de diferenciação. As novas formas de interação entre marcas e consumidores derivadas das novas tecnologias dão indícios de fomentar e fortalecer essa relação. Foi realizada uma investigação junto da Geração Y (jovens entre os 18 e 35 anos) em Portugal através de um inquérito online de onde foram obtidas 238 respostas válidas. O objetivo desta investigação era a análise do impacto do mobile marketing (uso de telemóveis enquanto meio de comunicação em marketing) na relação consumidor-marca. A interação com as marcas através dos dispositivos móveis não deu origem a relações consumidor-marca extremamente positivas em termos absolutos, no entanto, para um nicho de consumidores foi possível verificar o contrário. A experiência de marca sentida aquando da interação revelou-se um factor com influência na força da relação, assim como o valor da comunicação – comunicações emocionais originam relações consumidor-marca mais fortes. A forma de interação é também factor influenciador, sendo que as ações de comunicação pull parecem aumentar a força da relação em comparação com as ações push. A investigação permitiu também concluir que força da relação influencia as intenções de interação futuras com a marca, nomeadamente através de serviços que implicam o fornecimento de dados pessoais do cliente.

Published
2013

163. Building consumer-brand relationships for the customer experience management

Author

CANTONE, LUIGI, M. Risitano, J.C. Andreani , U. Collesei, Cantone, Luigi, and M., Risitano

Subjects
Customer experience, consumer-brand relationship, qualitative research
Abstract

The aim of this paper is to analyze the customer experience in the consumer-brand relationships. Customer experience is considered as the set of all moments of interaction between an organization and a customer, in which physical, functional and emotional factors stimulate the senses of customers. Examining the consumer-brand relationships of young consumers about four selected product categories-brands, in this work we study empirically these interactions - through qualitative methodologies - at two levels: a. at product category level, analyzing the customer experience’ s factors (firm’s experiential platform) that sustain the value co-creation process between firm and customer; b. at brand level, analyzing some key determinants of consumer-brand relationships, such as the free associations, the brand metaphors, and the brand experience.

Published
2011

164. Investigating consumer-brand relationships

Author

Birk, Matthias Maximilian, Paulssen, Marcel, and Hildebrandt, Lutz

Subjects
Relational Exchange Theory, communication strategy, customer satisfaction, 330 Wirtschaft, market segmentation, 17 Wirtschaft, QW 300, consumer-brand relationship, Kommunikationsstrategie, Marktsegmentierung, strategische Gruppen, Kundenzufriedenheit, Attitude, Beziehungsverstoß, Konsumenten-Marken Beziehung, ddc:330, Eigenschaft, transgression, strategic groups
Abstract

Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt. This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.

Published
2010

166. The first memorable encounter between a consumer and a brand and its influence on their relationship: an exploration through a qualitative phenomenological enquiry

Author

Benoît-Moreau, Florence, DRM ERMES, Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS)-Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS)-ESSEC Business School, and Essec Business School-Essec Business School

Subjects
phenomenological interviews, [SHS.GESTION]Humanities and Social Sciences/Business administration, Consumer Culture Theory (CCT), consumer-brand relationship
Abstract

International audience; Understanding how consumers discover, adopt and develop relationships with brands is of increasing interest in consumer research (Fournier, 1994, 1998, Fournier & Yao, 1997 ; Kates, 2000 ; Ji, 2002 ; Aaker, Fournier, & Brasel, 2004). A relationship being a series of interactions, key interactions between consumers and brands, especially the first one, because it can generate biases (expectancy confirmation biases and self-fulfilling prophecy biases), cast their influence all over the course of the consumer-brand relationship. In line with Consumer Culture Theory (CCT) principles, this article presents the results of a qualitative phenomenological inquiry exploring configurations of first encounters, defining what a memorable encounter is, its facets, antecedents and consequences on the relationship course.

Published
2008

167. The perception of active listening practice on social networks as a determinant of brand engagement

Author

Pina, Lídia Silveira and Loureiro, Sandra Maria Correia

Subjects
Rede social, Online consumer brand engagement, Gestão de marketing, Consumidor, M31, M Business administration and business economics - Marketing - Accounting - Personnel economics, Active listening, Marca, Ciências Sociais::Outras Ciências Sociais [Domínio/Área Científica], Consumer-brand relationship, M49, Social networks, Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
Abstract

A evolução da internet nos últimos anos levou a uma mudança no ambiente dos negócios, dando origem a uma infinidade de desafios e oportunidades para as empresas. Essa mudança do ambiente físico para o ambiente virtual afetou o relacionamento consumidor-marca, uma vez que a interação entre as duas partes começou a ocorrer principalmente através da mediação da internet, exigindo assim novas formas de colecionar os "insights" dos consumidores para serem aplicados nas estratégias das empresas. Simultaneamente, as redes sociais começaram a tornar-se atraentes para as empresas devido à sua natureza interativa, facilitando conversas com consumidores, mas também o aumento do "online consumer brand engagement". Além disso, as redes sociais e as comunidades de marcas "online" aumentaram a possibilidade dos consumidores desenvolverem um papel ativo no processo de tomada de decisão das empresas, através da criação de "user generated content", juntamente com a partilha de opinião e a troca direta de informações com marcas e outros membros da internet. Para evitar o erro das marcas em relação ao uso das plataformas "online" como apenas outro canal de comunicação e permitir que obtenham os benefícios destas plataformas interativas, a atual dissertação sugere a adaptação da prática da escuta ativa no campo "online", como uma tentativa de melhorar as estratégias de comunicação das marcas. Assim sendo, procura demonstrar que esta prática pode melhorar o relacionamento consumidor-marca através do desenvolvimento de dois estudos qualitativos, como principal abordagem, onde os resultados extraídos no primeiro serão utilizados como insumos para o estudo seguinte. The evolution of the internet over the last few years led to a shift in the business operations environment, giving rise to a plethora of challenges and opportunities for companies. This change from physical to virtual environment affected the consumerbrand relationship, since the interaction between both parties begun to occur primarily through internet’ mediation, thereby requiring new ways of collecting consumers’ insights to be applied into companies’ strategies. Simultaneously, social networks started becoming attractive for companies due to its interactive nature, facilitating conversations with consumers, but also increasing the possibility of enhancing the online consumer brand engagement. Additionally, social networks and online brand communities increased consumers’ possibility of developing an active role in companies’ decisionmaking process, through the creation of user generated content, together with the opinion sharing and directly information exchange with brands and other internet users. Therefore, to avoid brands’ mistake of using online platforms as another ongoing channel and to allow them to yield the great benefits from these interactive platforms, the current dissertation suggests the adaptation of the active listening practice on the online field, as an attempt to enhance the communication strategies held by brands. Hence, this dissertation seeks to demonstrate that this practice can improve, in some way, the consumer-brand relationship through the development of two qualitative studies, as main approach, where the findings extracted in the first study will be used as inputs to the following.

Published
2007

168. Investigating consumer-brand relationships

Author

Paulssen, Marcel, Hildebrandt, Lutz, Birk, Matthias Maximilian, Paulssen, Marcel, Hildebrandt, Lutz, and Birk, Matthias Maximilian

Abstract

Die vorliegende Dissertation behandelt in fünf wissenschaftlichen Artikeln Grundfragen aus dem Themenfeld der Konsumenten-Marken Beziehung. Artikel 1 befasst sich mit der Fragestellung, was Konsumenten dazu führt, eine Marke in Betracht zu ziehen. Artikel 2 untersucht den Zusammenhang von Kundenzufriedenheit und Loyalität. Artikel 3 analysiert Konsumentenreaktionen auf Beziehungsverstöße und die Rolle von Beziehungsnormen. Artikel 4 untersucht den Einfluss negativer Informationen auf die Stärke der Markeneinstellung von Konsumenten. Im abschließenden 5. Artikel werden schließlich Kommunikationsstrategien für den Fall negativer Markenvorfälle entwickelt., This dissertation consists of five articles concerned with different aspects of consumer-brand relationships. Article 1 looks at what makes consumers consider a brand in the first place, the precondition for a brand to establish a relationship with a consumer. Article 2 deals with sustaining consumer-relationships and the role of satisfaction in retaining customers. Article 3 looks at whether consumers stay with the brand in the case of a relationship problem, actively work to sustain the relationship or silently let it deteriorate. It shows that relationship norms constitute an important factor in how consumers react to such negative incidents in a relationship. Article 4 investigates the effect of negative brand information on consumers’ attitudes and article 5 develops communication strategies for companies to employ when negative brand incidents occur.

Published
2010

169. Consumer engagement and relationship building in social media : the effects of consumer self-determination and social relatedness

Author

Kim, Eunice Eun-Sil

Subjects
Consumer engagement, Consumer-brand relationship, Self-determination, Social relatedness, Social media
Abstract

With the continuing growth of consumer participation in brand activities in social media, social media marketers and researchers have sought to tap into consumer engagement and relationship building by creating interpersonal social media environments that can facilitate consumers’ sense of belonging or social relatedness. Although consumer engagement and relationship building have become mainstream research topics in social media, little is known about which marketing efforts brands should undertake in order to engage various consumers who have different motivations to engage with brands. The purpose of this research was to explore the mechanism by which consumer motivations and perceptions of social relatedness influence consumer engagement and relationship building in the context of social media. Three studies were conducted to examine whether the extent to which consumers’ experience of social relatedness in social media moderates the effects of self-determination on consumer engagement (i.e., intrinsic motivation and future intention) and relational outcomes (i.e., satisfaction, affective commitment, control mutuality, competence trust, and benevolence/integrity trust). The findings consistently showed that consumers’ perceptions of the social relatedness they experienced within social media moderated the effect of self-determination on intrinsic motivation and affective commitment. Specifically, the positive influence of social relatedness on consumers’ intrinsic motivation and affective commitment to brand activities was greater for consumers with a low level of self-determination than for those who were motivated by a high level of self-determination. Consumers with low levels of self-determination yielded greater intrinsic motivation and affective commitment when they experienced high perceived social relatedness than when they perceived low perceived relatedness. However, among brand followers in social media, the consumer self-determination × social relatedness interaction effects on the relational outcomes were greater for those who were high in self-determination than for those who were low in self-determination. Overall, this research highlights the importance of fulfilling consumers’ need for social relatedness in the context of social media, especially for those who are motivated to engage in brand activities via external factors. Further, findings of this research yield insights into segmenting consumers based on the level of consumer self-determination and consumer type.

Published
2014

170. The impact of brand role on advertising effectiveness : the moderating role of message's regulatory focus

Author

Choi, Dong Won

Subjects
Consumer-brand relationship, Brand role, Regulatory focus, Message framing, Advertising effectiveness
Abstract

While past research has revealed diverse forms of relationships between consumers and brands similar to those of interpersonal relationships, this research focuses on the perspective of the brand role in its relationship with consumer in an advertising context. Therefore, the present research examines the interactive effect of brand role (partner vs. servant) and regulatory focus message (promotion vs. prevention) on advertising effectiveness. The results show that interaction between brand role and regulatory focus message significantly influences advertising persuasiveness and consumers' attitudes toward the advertisement, but not consumer's advertising believability, attitudes toward the brand and purchase intention. To be specific, individuals are more persuaded and show more positive attitudes toward advertising when a partner brand is advertised with a promotion-focused message. In contrast, when a servant brand is advertised with a prevention-focused message, individuals are more persuaded and show more positive attitudes toward advertising.

Published
2014

171. The Role of Sense of Community in Online Brand Social Networking Sites

Author

Lyu, Je Won

Subjects
social media, social commerce, brand social networking sites, consumer-brand relationship, Business and Corporate Communications, E-Commerce, Marketing, Sales and Merchandising
Abstract

This study was designed to explore the phenomenon of social commerce marketing in relation to consumer-brand relationship development. The specific research objective were as follows: (a) to identify multiple factors motivating consumers to have sense of community in the context of brand social networking sites; (b) to investigate the effects of general connection between consumers and the brand on developing a sense of online brand community in social networking site-based brand communities; (c) to examine potential outcomes of having a sense of online brand community in brand social networking sites such as brand commitment, advocacy, and loyalty; (d) to investigate whether levels of participation in brand social networking site strengthens the relationship between a sense of online brand community and relational outcomes such as brand commitment. Theoretical foundations from sense of community (i.e., sense of psychological community), social identity theory, and social capital theory were used to support and test a proposed model. This research employed an online self-administered survey method. A total of 617 complete responses were collected from consumer panels across United States. The analyses of responses were based on a two-step approach: confirmatory factor analysis and structural equation modeling. Through confirmatory factor analyses with the measurement model development, each construct was examined carefully. The results from the structural model suggested that perceived social support and consumer-brand relationship were important drivers of relationship mediators (i.e., sense of online brand community), which led to relational outcomes (i.e., brand commitment, brand preference, brand advocacy, and behavioral loyalty). However, need for affiliation did not have impact on developing a sense of online brand community. In addition, the levels of engagement of in brand social networking sites strengthened the relationship between sense of online brand community and brand commitment. From the results, academic and managerial implications were suggested, and suggestions for future research were presented.

Published
2012

172. Behind-the-scenes of a brand : the impact of perceived backstage on consumer responses

Author

Moon, Jang Ho

Subjects
Social media, Self-disclosure, Consumer-brand relationship
Abstract

Consumers watch what a brand does, listen to what a brand says, and expect to make a meaningful connection with a brand via social media. Thus, creating effective and persuasive content on behalf of a brand to attract consumers becomes an important task for today’s marketers in social media. In this dissertation, brand information disclosure is defined as any communication of a brand’s relevant information, thoughts, and feelings, which are generated and deliberately disclosed by marketers. Further, disclosing perceived backstage of a brand by showing various behind-the-scenes information is proposed as a unique type of brand information disclosure, which is interpreted as a higher degree of brand information disclosure. Motivated by the integral role of self-disclosure in interpersonal relationships, the purpose of this dissertation study is to investigate the influence of a brand’s disclosure of perceived backstage information through social media. Specifically, this study explored how the degree and the scarcity of information disclosure would influence on consumer’s intimacy, liking, and trust toward a brand as well as consumer-brand relationship quality. Further, the study attempts to investigate the moderating role of consumer’s advertising skepticism on consumer responses. The findings from this dissertation study illustrate that degree of brand information disclosure is a significant influence on consumers’ brand evaluations and consumer-brand relationship quality in a social media environment. In addition, findings highlighted the influential role of the scarcity of information disclosure, depending upon the degree of information disclosure. Moreover, the findings evidenced how the consumer’s general advertising skepticism can play a significant role when consumers are exposed to information from the brand via social media.

Published
2011

173. The Impact and Influence of Social Media on Consumer-Brand Relationship : Case Study In Health Product Brands

Author

Ning, Jing and Ning, Jing

Abstract

Purpose: This study aims to analyze the impact and influence of several brand related factors (i.e., brand experience, brand attribute, brand familiarity, endorser effect, online advertisement and social media) on consumer-brand relationship. Design/methodology/approach: This study proposed a conceptual model for testing the relationship between among all the constructs by making online questionnaire. After the validation of measurement scales, empirical analysis has been performed by using various statistical analytical tools. Findings: The findings have indicated three basic relationship models, one simple linear regression model between factors and consumer-brand relationship, with another multiple linear regression model and one mediation model. The results have statistically proved the model of consumer-brand relationship, and in fact each factor does have statistically strong effect on consumer-brand relationship. Practical implications: Companies which want to establish inner cognitive bond with their customers should expand their budget of posting online advertisement and register their official account on the social media with relatively good reputation. Originality/Value: This study proposed several conceptual hypotheses for determining the relationship between the factors and consumer-brand relationship. The results can contribute to the online marketing strategies.

175. Analysis of the Attachment-Aversion Model of Consumer-brand Relationships in a Different Cultural Background

Author

Veranika Novik, Patrícia Pinto, and Manuela Guerreiro

Subjects
Structural Equation Modelling, Brand Attachment, lcsh:H1-99, Brand Prominence, lcsh:Social sciences (General), Consumer-Brand Relationship
Abstract

Originally the Attachment-Aversion model of consumer-brand relationships, elaborated by Park, Eisingerich & Park in 2013, was analyzed with the help of the sample of English speaking respondents, living in Great Britain and the USA, and focused on two brands: Manchester United Football Club and Apple iPhone. The present study tries to validate the model regarding other type of brand and in conditions of another cultural background. The focal brand for the study was chosen from a high-end beauty category (Chanel). For the purposes of this research, a questionnaire was designed and spread online within the target population: the current students and alumni of Belarusian universities that are Russian/speaking, fluent in English and had a class in branding. A total of 273 responses was analysed using structural equation modelling. The outcomes of the research have shown that the Attachment-Aversion model of consumer-brand relationships has not proven to be totally versatile, while applied in the conditions of the other cultural background as some of the relationships of the model have shown to be insignificant. The enticing determinant has no effect on brand attachment relationship and the enabling determinant has no effect on the brand prominence. The implications of the findings are discussed.

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