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Evoking simplicity in marketing communications has become popular among marketing practitioners, but little is known about its effects on consumers and firms. The current work focuses on consumers' perceptions of the simplicity or complexity of brands and a previously overlooked consequence of those perceptions. Results from six experiments and analysis of a proprietary customer satisfaction dataset from Consumer Reports (N = 147,600) show that when consumers think brands are simple, they judge them to be less likely to experience product or service failures. Although these lower risk judgments could be positive for brands, they can also lead consumers to punish simpler brands more in the event of failures. Results also suggest that consumers' simplicity/complexity perceptions reflect the dimensionality of their mental representations of brands, and the relationship between simplicity and lower risk is attenuated when additional brand dimensionality is framed in terms of redundancy. The findings cast doubt on the degree to which evoking simplicity is a uniformly positive marketing strategy and encourage practitioners to more thoughtfully consider simplicity's implications for consumer and firm welfare. [ABSTRACT FROM AUTHOR]

Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers' hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., the color red) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not) take responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures. [ABSTRACT FROM AUTHOR]

How can marketers create slogans that consumers like and remember? We answer this question by analyzing how the lexical, semantic, and emotional properties of a slogan's individual words combine to influence slogan liking and slogan memory. Through a large correlational study with over 800 brand slogans, laboratory experiments, a biometric eye-tracking experiment, and a field study, we unearth the word properties that make slogans effective. We predict and find that linguistic properties that make a slogan easier to process (i.e. more fluent) result in slogans that are more likable but less memorable, whereas linguistic properties that reduce processing fluency result in slogans that are less likable but more memorable. Across our multi-method investigation, participants indicated a more favorable attitude toward slogans that are shorter, omit the brand name, and use words that are linguistically frequent, perceptually distinct, and abstract. In contrast, participants were more likely to remember slogans that are longer, include the brand name, and use words that are linguistically infrequent, concrete, and less perceptually distinct. We conclude by offering marketers practical advice into optimal word-choice strategies and delivering actionable guidance for creating slogans that are either likable or memorable. [ABSTRACT FROM AUTHOR]

Branded clothes and accessories are objects whose meaning extends beyond their use value. Branded items are widely used and consumed by adolescents worldwide, affecting their perception of themselves and of others. Then, how does the use of branded clothes and accessories relate to the identity development and the social relations between adolescents? To answer, we present the result of a netnographic case study focusing on a Brazilian young man, using a mixed-method approach involving observation, social media analysis and semi-structured interviews. First, we develop an innovative theoretical framework in which cultural psychology of semiotic dynamics and psychoanalysis enter in dialogue to understand identity development. Then, we analyse how branded clothes and accessories function as an identifying sign, for both the construction of the participant's own identity and in relation to others. Finally, we discuss identity beyond the tautology of the self-identical subject, supporting the development of the concept of identity as an identifying mosaic, where identifications are organized fluidly and dynamically throughout an individual's life. [ABSTRACT FROM AUTHOR]

In recent years, social media platforms have transformed into dynamic spaces for brand-consumer interaction, with commenting emerging as a strategic tool for brands to connect with their audience. This research study aims to examine what types of incentives trigger customers' engagement in terms of commenting on different brand-related content types on social media. A total of 415 questionnaires were analyzed and a structural equation modeling approach was used to investigate the relationships among communal, self-interest, and reward incentives as independent variables and intentions to comment on commercial, personal opinion, and lifestyle brand-related content on social media as dependent variables. The results reveal that communal and reward incentives positively influence intentions to engage in commenting on commercial, personal opinion, and lifestyle content, whereas self-interest incentives negatively influence intentions to engage in commenting on the three types of analyzed brand-related content on social media. The paper focuses specifically on intentions to comment on different types of brand-related social media content rather than on contributing activities in general. The present study fills the research gaps, concerning the lack of analysis of the influence of different incentives on intentions to comment on different brand-related content types on social media. [ABSTRACT FROM AUTHOR]

Generative artificial intelligence technologies are transforming brand‐customer interactions by offering highly personalized and dynamic virtual experiences. This underscores the importance of studying their significant impact on customer experiences in the Metaverse. Accordingly, the study aims to explore how users' attachment to the Metaverse relates to the underlying psychological drivers of customer engagement with brands using generative AI in the digital realm. A mixed‐method approach was adopted, beginning with an exploratory study that involved in‐depth interviews with 24 participants to gain an initial understanding of consumers' psychological and behavioral reactions to brands in the Metaverse. An empirical study was then conducted, surveying 407 UK‐based users of virtual worlds who interacted with brands using generative AI on these platforms. The goal was to understand how the need for uniqueness influences self‐identity expression and to examine how these factors are affected by attachment to virtual places. The research highlights the nuanced relationship between the pursuit of uniqueness and the integration of brand narratives into one's identity particularly when supported by highly personalized, adaptive AI technologies. [ABSTRACT FROM AUTHOR]

While misinformation has been around for centuries, the effects of online brand-related misinformation on consumers' engagement remain tenuous. Addressing this gap, we develop the concept of online brand-related misinformation engagement, a consumer's (e.g. cognitive/emotional) resource investment in their interactions with misinformation about brands. Recognizing the persuasive nature of misinformation, we draw on Cialdini's Weapons of Persuasive Influence to develop a typology comprising three positively valenced online brand-related misinformation engagement sub-types (i.e. reciprocal, social proof-, and consistency-based misinformation engagement), and three negatively valenced online brand-related misinformation engagement sub-types (i.e. repudiating, thwarting, and oppositional misinformation engagement). We then develop a Weapons of Influence-informed model that outlines the effect of online brand-related misinformation authority and scarcity on consumers' brand-related misinformation evaluation (liking), and its subsequent effect on their positive or negative online brand-related misinformation engagement, respectively. While consumers' positive online brand-related misinformation engagement is predicted to yield online misinformation continuation or -intensification, its negative counterpart will generate online misinformation adjustment or -correction. [ABSTRACT FROM AUTHOR]

Brands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives. [ABSTRACT FROM AUTHOR]

Times have changed and we are experiencing a real demographic and technological revolution, in which the single person, also known as the single, is not only a synonym for free, happy and rich, but also has a high consumption of Internet and social networks. In Spain, the growth of this social group has turned it into a community with consumer behaviour that is relevant for companies. The analysis of communication and marketing strategies, especially those related to online shopping and social media consumption, is key for brands to connect with this target group and offer them what they need. [ABSTRACT FROM AUTHOR]

What happens when actors and sectors incorporate references to specific territories in their development efforts? Throughout history, producers have capitalised individually and collectively on place associations through mechanisms such as product marketing and cultural framing in order to protect investments and promote internationalisation efforts. This contribution explores the agenda-setting power of the concept of 'place-based intangibles': assets with qualities of intangibles but intricately tied to specific geographical commons. After defining the concept, we overview the key substantive topics, innovative approaches and policy puzzles in three thematic areas of research: (1) regional strategies to build place-based intangibles; (2) place-based intangibles and regional development; and (3) place-based intangibles and corporate strategies. We conclude by discussing the prospects set forth by the assemblage of fresh papers included in this special issue, which this paper also introduces, and put forward the implications of place-based intangibles for policymakers, businesses and scholars. [ABSTRACT FROM AUTHOR]

Research from both managerial branding and social semiotics has acknowledged the construction of space for retail establishments, while the experiential turn in brand practice has resulted in the more deliberate use of space to build identifiable characteristics across outlets. As a "retail apocalypse" has been sweeping across the U.S., forcing numerous chains and malls to close, these outlets often leave a host of brand-identifying materials behind after their closing. As the materials were once used to define the space and communicate a brand identity, they continue to do so in the afterlife of stores, forcing future tenants and the surrounding community to deal with the remains from the former capitalistic enterprises. Using a reflexive, visual ethnography, this paper shows how the materials used for brand purposes outlast establishments and pose obstacles for new tenants by casting a shadow and structuring new tenants as subordinate or lesser than the original outlets. The increased use of branded spaces coupled with the extensive closure of retail outlets has made this a pressing concern as communities need to deal with the trash departing retails have left behind. [ABSTRACT FROM AUTHOR]

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Two Western culture-inflected paradigms of intimacy dominate scholarship in the marketing and consumer behaviour disciplines: intimacy as interior-secrets-revealed and intimacy as knowledge-which-accumulates. This article decentres these concepts by exploring how intimacies in China emerge in complex co-created ways, from contextual settings, from the local construction of space and place, through kinship and its extensions, through ritual and embodied everyday practices, and through the situational instantiation of symbolic boundaries which separate the sphere of intimacy from the public and private spheres. The article shows how competing paradigms for intimacy, including the Western culture inflected paradigms, interact across diverse social domains in China, and further, how Chinese persons' dispositions regards intimacy are shaped by broader processes of globalization. The article draws on autoethnography in China, as well as popular culture, social media, and brand communications analysis. It offers conclusions about how to theorize consumer-culture-brand relationships considering the analyses of intimacy explored throughout. [ABSTRACT FROM AUTHOR]

This article addresses the insertion of ads in Netflix Spain, a streaming content platform pioneer in this model, with the aim of understanding how the Over The Top (OTT) broadcasting service enters the advertising market. The viewing of 205 ads, during the months of October, November and December 2023, has been able to understand how the platform has adapted to the traditional television model through advertising revenue. Through a content analysis methodology, taking into account the spots inserted in five Netflix original premiere series, it is concluded that the insertion of advertising on Netflix follows the traditional model of linear television; conditioned by the consumption calendar, as well as by the target of the series. In that sense, brands related to beauty and personal care are the most advertised on the platform, following the pattern of linear television advertising insertions. Netflix does not take advantage of the personalization characteristic of its catalog since there is no difference with respect to the viewer's gender. However, the basic ad plan does not congest the viewer, since the advertising interruption per chapter is minimal and is mainly at the beginning of the content, avoiding interrupting the audiovisual narration. Likewise, the average duration of the spots is between 5 and 20 seconds, moving away from the advertising saturation of traditional audiovisual media. [ABSTRACT FROM AUTHOR]

This study examines the impact on the luxury car brands and buying behavior of the consumers during the COVID-19 in Hyderabad district. In this article it is observed that many luxury car retail stores have boosted their sales through e-commerce and the buying behavior of the consumers have taken a turn during the pandemic. This study will also share the information of the strategies used by luxury car brands and changes in consumer buying pattern during and before the pandemic. The following article is aimed at understanding what strategies brand can employ in order to survive in a post-pandemic future. This situation served as a catalyst to accelerate some of the True Luxury Consumer trends that were beginning to gain popularity in the past few years, such as the prioritization of experiences over physical items, resulting in a tendency towards minimalism; the increased interest in sustainability, ethics, and the Corporate Social Responsibility commitments of brands; the enhanced use of online distribution channels, and the consequential need for a seamless omnichannel strategy which could effortlessly and efficiently replicate the offline, in-store experience on digital platforms. The pandemic has highlighted a series of issues in society, healthcare, and businesses; the consequences of these issues have been tragic, but also eye-opening for brands as well as consumers. In the clients' perspective, big companies hold the responsibility to not only provide a product or a service, but also to be helpful assets to their communities. Brands should live up to these expectations, not just to survive in the "new normal", but also to genuinely help build a better future once the dust settles. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Al-Bahith Al-Aalami is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Objective: This study estimated prevalence of current electronic nicotine delivery systems (ENDS) used by US adults who smoked cigarettes or formerly smoked in 2022 and assessed ENDS flavors, devices, and brands used most often. Methods: Data are from the 2022 US ITC Smoking and Vaping Survey. Respondents were recruited from a web panel of a nationally representative sample of US adults ages 18+ who smoked, formerly smoked, and/or vaped ENDS. Using weighted data, we estimated prevalence of current vaping among adults who smoke or formerly smoked (N = 2,016). Among the subset who vaped (n = 554), we assessed flavors and devices used most often. Using unweighted data, we assessed the frequency (count) of reported brands used most often. Results: In 2022, 22.0 % of US adults who smoked or formerly smoked were vaping at least monthly. A significantly higher proportion of adults who formerly smoked and/or were younger (18–39) were vaping than adults who were smoking and/or were older (40+) (both p

Conventional wisdom in marketing emphasizes the detrimental effects of negative online reviews for brands. An important question is whether some firms could more effectively manage negative reviews to increase brand preference and improve outcomes. To address the question, this research examines how customers respond to online reviews of identity-relevant brands in particular, which have been overlooked in the online reviews literature. Eight studies (field data and experiments featuring consequential and hypothetical behaviors) show that negative online reviews may not be so detrimental for identity-relevant brands, especially when those reviews originate from socially distant (vs. socially close) reviewers. This occurs because a negative review of an identity-relevant brand can pose a threat to a customer's identity, prompting the customer to strengthen their relationship with the identity-relevant brand. To document the underlying process, the authors show that this effect does not emerge when the review is positive or the brand is identity-irrelevant. Importantly, the authors identify circumstances when negative reviews can actually produce positive outcomes (higher preference) for identity-relevant brands over no reviews or even positive reviews. By demonstrating the upside of negative reviews for identity-relevant brands, the findings have important implications for marketing theory and practice. [ABSTRACT FROM AUTHOR]

The intersection of sustainability and sports has emerged as a pivotal arena for exploring the evolving dynamics of contemporary society. In the context of Formula 1, sustainability-related norms and policies have started to affect sponsorship relations. The study aims to examine how F1 teams’ sustainability strategies have impacted their sponsorship policies. To get a better understanding of views, motives and activities related to the adaptation of the sustainability concept to their sponsorship propositions, semistructured interviews with commercial managers from three F1 teams were conducted. Facing diverse stakeholder pressures and expectations, as well as the newly adopted internal policies, the teams’ commercial departments have embraced sustainable development for strategic and instrumental reasons. The adjustments concentrate on aligning the teams’ sponsorship practices with their management vision and sustainability prioritisation. Simultaneously, they also aim to support the implementation of the teams’ sustainability commitments. However, the data suggests that sustainability is not yet consistently a decisive factor in F1 sponsorships. That sparks ethical dilemmas, as teams continue partnering with sponsors from contradictive industries, highlighting a paradox between the sport’s dedication to sustainability and its reliance on commercial ventures. The paper unpacks the under-researched relationship between the adoption of sustainability norms and policies and their practical manifestations in organisational sponsorships. [ABSTRACT FROM AUTHOR]

Investment in Naming Rights in sport has increased in Brazil, although the country is not among the main markets that grant brands the possibility of associating their names with arenas, clubs and competitions. This study seeks to understand how the "right to name" relates to sports sponsorship, and aims to contribute to the construction of a brazilian perspective that addresses this sponsorship action associated with Communication and Sport. To this end, through a literature review, exploratory research and in-depth interviews, it aims to determine the possible modalities of Naming Rights and their interrelationships with sports sponsorship. As a contribution to the research, a sponsorship diagram is proposed which situates Naming Rights as a brand promotion alternative for sponsors, and its adoption as a revenue increase for sports organizations. [ABSTRACT FROM AUTHOR]

Facebook provides knowledge regarding the different varieties of products. It is helpful to increase people's attraction. Nowadays, many organizations have official pages and groups to connect with the customer. Facebook makes it easier to access the company so that consumers express their ideas, opinions, and views, and give feedback commencement through Facebook. The purpose of this study is to inspect trends of brand advertisements on Facebook and their consequences on consumer behaviors. The researcher used a quantitative technique to explore the behavior of consumers toward Facebook advertisements. The size of sample was 300 respondents. This study used a questionnaire-based online survey to assemble the information and implement analysis. The findings of the study show that Facebook advertisements provide awareness about the latest trends and also provide more information about the product. Respondents follow the official Facebook pages of their favorite brands. The study also shows that the respondent believes that the product or services purchased online are cheaper than the same item instore. Moreover, the buying preferences of consumers are often influenced by the social media advertisement which has a strong impact on their buying preferences. A small number of consumers also expressed their doubts about online purchases. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos de Psicología del Deporte is the property of Cuadernos de Psicologia del Deporte and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Brazilian Business Law Journal / Administração de Empresas em Revista is the property of Administracao de Empresas em Revista and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This article explores the possibility that product features may resonate differently with different consumers based on how consumers classify the product in relation to their selves. Prior research has shown that relating products to a consumer's self affects product memory, judgment, and choice. Here we identify a novel way in which the self contextualizes consumers' product decisions: egocentric processing. We introduce a theoretical distinction between two types of product features based on relative applicability to people versus products: person-related (e.g. toughness) and product-related (e.g. durability). Seven experiments demonstrated that consumers use self-categorization cues, such as ownership or brand, to classify products in relation to the category of self. Consumers then use the category of self, to which person-related features neatly apply, to process information about in-self products. Person-related features thus gain three advantages in consumer decisions about in-self (vs. out-self) products: greater consideration, faster processing, and higher importance. We see these advantages especially when (1) similar advantages are present in self-judgment, (2) consumers are self-focused, and (3) the self-categorization cue is self-defining. Our findings both open up new ways for marketers to increase the appeal of products for specific consumer segments and demonstrate ways to identify and target these segments. [ABSTRACT FROM AUTHOR]

A pollution index is a valuable tool used to assess the feature of water in a freshwater ecosystem. For this study, samples of bottled water from 10 different brands were collected, both local and imported, from various shops in Sulaymanyiah City between January and February 2023. The physical, chemical and bacteriological variables of the samples were studied. The main objective was to appraise the fittingness of these bottled water brands for drinking purposes using Nemerow's pollution index. To calculate the NPI, 15 parameters were measured, including turbidity, color, pH, electrical conductivity, total dissolved solids, total hardness, sodium, potassium, chloride, bicarbonate, sulfate, nitrate, phosphorus, and nitrite. The results were then compared to the drinking water guidelines set by the World Health Organization. The Nemerow's pollution index, derived from the measured parameters, indicated that the average NPI values ranged from 0.122 to 0.265 for all water samples. These values originated to be under the NPI limit set by the standards, suggesting a non-polluted status. Furthermore, all observed values were within the permissible limit, indicating that the bottled water brands investigated were of good quality.

The literature on the Indian pharmaceutical industry has examined the importance of product patents and the attempts policy has made to regulate them. However, it has not done the same for the question of brands. Our study addresses this gap. The Tariff Commission Report of 1968, a turning point in the price control policies of the 1960s, is examined. The examination revealed two important points: first, there were attempts to regulate brands through policies; and second, brands were of high importance to all the major industry players. This became evident in the industry's resistance to the government's regulatory efforts.

The aim of the article is to substantiate the system and strategic approaches to content marketing as a digital marketing tool, as well as to systematize the stages of content strategy, taking into account the planning of target customer impressions by stages of the consumer journey. The analysis of research by domestic and foreign scientists shows the lack of a system approach to content marketing and content strategy, the limitation of the possibilities of using content marketing, the not taking into account of the stages of the consumer journey in content marketing, the lack of focus on creating customer impressions of brands in the development of a content strategy. As a result of the study, system and strategic approaches to content marketing are substantiated. The types of content and its components are characterized. The stages of formation of the content strategy of the brand are allocated, which is defined as a comprehensive plan (program of actions) for the preparation, creation, distribution and expansion of valuable content for customers to create impressions, which ensures the attraction of new customers, increasing the loyalty of regular customers, growing defenders and promoters of the brand and, accordingly, achieving the goals of content marketing, digital marketing of the brand and business in general. The author allocates the place of the brand’s content strategy in its strategic set, which is subordinated to the business strategy, digital marketing strategy and communication strategy. It is proved that the formation of these strategies, taking into account the influence of environmental factors, is based on brand identity and has an impact on the brand image. For the effective implementation of the content strategy, the goals, content formats and relevant KPIs are systematized, recommendations for the use of content formats depending on the stages of the consumer journey are provided. Sections of the content plan are proposed and requirements for the development of effective content to create positive impressions of brand customers are formulated. Prospects for further research in this direction are systematization of brand content by spheres of identification of customer impressions (by types of economic activity).

In the Portuguese wine sector there was a strong adhesion of companies, producers and traders to the registration of trade marks since the modern commercial brands emerged after the creation of the legal framework for their protection, at the end of the 19th century. We also must consider the existence of different regions of production, from north to south of the country, and the historical process of recognition of the different denomination of origin, which occurred since the beginning of the 20th century, in a context of post-phylloxera reconversion, market instability and the proliferation of imitations and counterfeits. Because wine sector was strategic in the Portuguese economy, in this article we will analyze the marks of different companies, traders and producers representative of various Portuguese wine regions, between 1918 and 1924 from the Trademark Registration in the Boletim de Propriedade Industrial (Industrial Property Bulletin). The aim is to understand the relationship between trademarks and appellations of origin, to understand if there was the growth of the different terroirs and their types of wines, and to identify, on a semiotic basis, representative and identifying elements of the indication of provenance, used in countless brands.