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This study explores the impact of consumers' impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study's experiment employed a between-subjects design with two randomized blocks of high- and low-involvement product categories. Within each block, the relationship between the independent variables (i.e. impulsiveness and variety-seeking) and the dependent variables (i.e. self-brand connection, communal-brand connection, and purchase intention) were analyzed using SmartPLS. Results show that impulsiveness has a positive impact on self-brand connection and communal-brand connection with high-involvement and low-involvement products. Variety-seeking only positively impacts self-brand connection and communal-brand connection with low-involvement products. [ABSTRACT FROM AUTHOR]

The purpose of this study is to explore the effect of need to belong and brand use as an identity signal in multiethnic advertising compared to other advertising approaches. The results indicate that consumers' need to belong has a positive direct relationship with self-brand connection and communal-brand connection for ads featuring ethnically mismatched models but not for ads featuring ethnically matched or multiethnic models. Additionally, brand use as an identity signal had a weak relationship with self-brand connection (with 90% significance) for the mismatched condition but not for the matched or multiethnic condition, and no significant relationship was found with communal-brand connection in any of the three conditions. Moreover, for all three conditions, self-brand connection (but not communal-brand connection) had a significant relationship with purchase intention. Marketing practitioners may benefit from this research by understanding how consumer traits influence consumer-brand relationships in reaction to three different advertising approaches (i.e., matched, mismatched, and multiethnic approach). [ABSTRACT FROM AUTHOR]

The aim of this research was to explore the influence of ethnic disidentification (i.e., an anti-ingroup trait) and cosmopolitanism (i.e., a pro-outgroup trait) on three advertising approaches (i.e., match, mismatch, and multi-ethnic approach). This study involved an online survey and was held in a university in the southwestern U.S. Respondents were first exposed to a set of questions regarding their need to belong and disidentification toward their ethnic group consumption behavior. Subsequently, respondents were asked to look at an ad and express their attitude toward the ad and brand attitude, as well as consumers' purchase intention. After the data collection, three blocks (i.e., matched, mismatched, and multi-ethnic) were created by comparing the ethnicity of the models in the ad with the ethnicity of the respondents. The results showed that the effect of cosmopolitanism on attitude toward the ad was significant only for ads that featured multi-ethnic models (unlike the ones featuring matched models). Moreover, consumer disidentification did not exhibit any significant influence for any of the three advertising approaches (i.e., multi-ethnic, matched, and mismatched, approach). [ABSTRACT FROM AUTHOR]

By looking at teacher collaborative structures in an urban public elementary school, this article demonstrates how, in the face of top-down school decisions under the pressures of high-stakes testing and assessment-driven curriculum, teachers can find the power and freedom for creative and effective pedagogy to flourish. We describe how teachers at PS165 created the spaces for working together and how these spaces brought new opportunities for (a) problematizing and prioritizing the issues they faced in classrooms, (b) reinventing and expanding their sense of self as individuals in the collaboration, (c) growing beyond their personal space and engaging intellectually in public forums, (d) shifting their ways of seeing teaching, and (e) ensuring sustainability of the ways of engaging in professional development through mentoring and taking ownership of the structures for collaboration. We include personal stories and/or reflections of six teachers and their experiences with study groups and theorize on the potential elements of a professional development model for other schools to build on and for the teaching profession to reflect upon. (Contains 1 figure.)

In a turbulent environment, firms with certain capabilities are likely to have effective relationships/collaborations with partners, access inimitable resources and achieve competitive advantage. Based on Dynamic capability theory, capabilities permit firms to create a sustainable competitive advantage, but further knowledge is needed on how these capabilities interact with each other and influence firm performance. We develop the construct called institutional (organizational) love in supply chain (ILSC) which mediates the function of dynamic capabilities on firm performance. The proposed conceptual model examines the relationship between marketing alliance capabilities (MAC) and intra-firm network capabilities, ILSC, customer orientation, and the focal firm's performance. [ABSTRACT FROM AUTHOR]

The purpose of this study was to explore the effect of self-construal (independence vs. interdependence) traits on consumer self and communal brand connection for domestic local and foreign global brands. The results showed that, while interdependent consumers report a higher self and communal brand connection for domestic local (and not for foreign global) brands, trait competitiveness has a favorable impact on self (and not communal) brand connection. The results also showed that independence did not have an impact on brand connection for either domestic local or foreign global brands. From our findings, we propose a new trait taxonomy of interaction-based traits including independence, interdependence, and competitiveness. [ABSTRACT FROM AUTHOR]

This study evaluates the antecedents and outcomes of brand identification with Apple products on purchase intention among Iranian consumers. Our objectives were to assess self-expressiveness (as a hedonic aspect) and perceived quality (as a utilitarian aspect) to examine the drivers of consumers' brand identification. This study evaluates the effect of brand identification on brand loyalty as well as the effect of brand social self-expressiveness (as a social factor) and perceived quality (as a utilitarian aspect) on brand identification. The studied population consists of all customers of digital goods who have owned at least one Apple product in the past. In this study, 9 stores located in Tehran were selected and 600 questionnaires were delivered data collection. The data collected was analyzed using structural equation modeling (SEM). The results of this study reveal that brand identification positively affects both purchase intention and brand loyalty. Additionally, the findings reject the role of perceived quality as an effective factor in brand identification. However, self-expressiveness was found to affect purchase intention and loyalty, through a mediation effect of brand identification. This study contributes to social identity and self-expansion theory as well as benefits marketers understand the dynamics of consumers' brand identification. [ABSTRACT FROM AUTHOR]