Academic Research
Do Brand Allyship Efforts in the Black American Community Require Financial Investment?
This study aims to investigate factors affecting consumers’ perceptions of brand allyship activities given the presence or absence of corresponding community investment. Using the black American community as a contextual group receiving support, this research probes factors that make brand allyship seem sincere and how brand allyship affects consumer self-esteem. It further examines how perceived sincerity and derived self-esteem affect consumers’ perceived self-brand connections and reported brand attitudes.
Paper Link: https://doi.org/10.1108/JPBM-02-2024-4965
Authors: Roland L. Leak, Kimberly R. McNeil, George W. Stone, Ronda G. Henderson
ABSTRACT
Purpose
This study aims to investigate factors affecting consumers’ perceptions of brand allyship activities given the presence or absence of corresponding community investment. Using the black American community as a contextual group receiving support, this research probes factors that make brand allyship seem sincere and how brand allyship affects consumer self-esteem. It further examines how perceived sincerity and derived self-esteem affect consumers’ perceived self-brand connections and reported brand attitudes.
Design/methodology/approach
Collecting data with experimental surveys, hypothesized effects are tested in a main study (n = 1,184) using a general linear model and moderated mediation analyses.
Findings
Perceived sincerity is shown to interact with consumers’ self-esteem to induce an approach/avoidance reaction to a brand, where high self-esteem consumers are more apt to accept sincere brand allyship activities and reject insincere campaigns.
Originality/value
As sincerity is critical to brand allyship success, this research outlines instances where managers need to contextually manipulate sincerity perceptions by outlaying community investment to coincide with the campaign. Specific contexts revolve around racial diversity in the management group and the race of consumers/perceivers.
When and Why Does Corporate Hypocrisy Trigger Vindictive Customer Behavior? The Moderating Role of Self-Construal
With increasing concern about the negative effects of corporate hypocrisy on brand management, this study aims to investigate how corporate hypocrisy prompts customers to engage in vindictive behavior. It examines the moderating role of self-construal to determine how vindictive customer behavior varies based on individuals’ dispositional characteristics. By investigating why corporate hypocrisy triggers vengeful behavior among customers, this research contributes to the literature on corporate hypocrisy. Additionally, it provides a novel contribution by highlighting that customers’ traits, such as self-construal, play a significant role in shaping their responses to corporate hypocrisy.
Paper Link: https://www.emerald.com/insight/content/doi/10.1108/jpbm-08-2023-4661/full/html
Authors: Junghyun Kim, Won-Moo Hur
ABSTRACT
With increasing concern about the negative effects of corporate hypocrisy on brand management, this study aims to investigate how corporate hypocrisy prompts customers to engage in vindictive behavior. It examines the moderating role of self-construal to determine how vindictive customer behavior varies based on individuals’ dispositional characteristics.
Design/methodology/approach
Data were collected through a two-wave online survey involving 346 bank customers. The mediating role of customer cynicism between corporate hypocrisy and vindictive customer behavior, as well as the moderating role of self-construal, was analyzed using the PROCESS macro in Mplus.
Findings
Customer cynicism mediates the relationship between corporate hypocrisy and two types of vindictive customer behavior: desire for revenge and aggressive customer behavior. Furthermore, customers with independent self-construal exhibit lower levels of cynicism and, consequently, weaker vindictive behaviors, while those with interdependent self-construal exhibit higher levels of cynicism and stronger vindictive behaviors.
Practical implications
Marketing managers should ensure consistent communication to address discrepancies in a firm’s behavior. By introducing self-construal as a moderator, this research provides a nuanced understanding of how individual differences shape customers’ negative reactions to corporate hypocrisy, offering insights into customer segmentation and branding strategies.
Originality/value
By investigating why corporate hypocrisy triggers vengeful behavior among customers, this research contributes to the literature on corporate hypocrisy. Additionally, it provides a novel contribution by highlighting that customers’ traits, such as self-construal, play a significant role in shaping their responses to corporate hypocrisy.
Brand Love And Customer Brand Engagement For Masstige: A Cross-cultural Perspective
Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data. The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers. This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing. Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector. This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.
Paper Link: https://www.emerald.com/insight/content/doi/10.1108/jpbm-07-2024-5370
Authors: Shadma Shahid, Rehan Husain, Jamid Ul Islam, Linda D. Hollebeek
ABSTRACT
Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors toward masstige goods remains tenuous. Correspondingly, this study aims to examine the association of masstige luxury with customers’ love for and brand engagement with masstige products across cultures.This study used a sample comprising 342 Indian and 354 Canadian masstige customers. Partial least squares structural equation modeling was used to analyze the data. The results corroborate brand prestige and identification as key antecedents to customers’ love for masstige brands, which in turn impact their brand engagement. Surprisingly, the authors find that the effects of brand prestige and brand identification on brand love and customer brand engagement do not significantly differ between Indian and Canadian customers. However, the positive effect of brand identification and brand love on customer brand engagement is stronger for Indian customers than for Canadian customers. This study addresses an important literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands. It offers key theoretical and practical implications for masstige marketing. Identifying differential effects among Indian and Canadian customers provides a foundation for tailoring marketing approaches in the masstige sector. This study addresses a critical literature-based gap in understanding how cultural backgrounds shape consumer perceptions of masstige brands, offering key theoretical and practical implications for masstige marketing.
Love Me, Love My Endorsed Brand: Unveiling the Impact of Generation Z Fan’s Celebrity Worship on Online Brand Advocacy
This study aims to investigate the interrelationship among consumers, celebrities and brands within social media environments. It proposes a theoretical framework based on an integrative approach that combines parasocial relationship theory and the meaning transfer model. This study collected data from 342 Generation Z fans, and structural equation modeling was used for the analysis.The results revealed that social media use strongly affects celebrity worship, but its impacts on brand love and online brand advocacy are weak. Celebrity worship significantly influences brand love; however, the relationship with online brand advocacy is nonsignificant, highlighting the crucial mediating role of brand love. The mediating effects of celebrity worship and brand love significantly strengthened the relationship between social media use and online brand advocacy. By using an integrative approach, this study advances the understanding of the dynamics of consumer–brand relationships, revealing the serial mediating path that highlights the roles of celebrity worship and brand love.
Authors: Lokweetpun Suprawan, Wanny Oentoro, Sarinya L. Suttharattanagul
ABSTRACT
This study aims to investigate the interrelationship among consumers, celebrities and brands within social media environments. It proposes a theoretical framework based on an integrative approach that combines parasocial relationship theory and the meaning transfer model. This study collected data from 342 Generation Z fans, and structural equation modeling was used for the analysis.The results revealed that social media use strongly affects celebrity worship, but its impacts on brand love and online brand advocacy are weak. Celebrity worship significantly influences brand love; however, the relationship with online brand advocacy is nonsignificant, highlighting the crucial mediating role of brand love. The mediating effects of celebrity worship and brand love significantly strengthened the relationship between social media use and online brand advocacy. By using an integrative approach, this study advances the understanding of the dynamics of consumer–brand relationships, revealing the serial mediating path that highlights the roles of celebrity worship and brand love.
Is It Inclusive Enough? An Investigation of Consumer Responses to Inclusive Product Lines
Brands are increasingly committing to improving diversity, equity and inclusion (DEI) within their marketing practices. One way that brands can show their commitment to DEI is by offering inclusive product lines. This paper aims to examine the strategic implications of offering inclusive product lines by investigating consumer perceptions of product lines with more (versus fewer) options as well as product lines that cater primarily to minority (versus majority) consumers. This research uses three online experiments and one secondary data set to test the hypotheses across two consumption contexts (makeup and clothing). Consumers perceive product lines with more options and a distribution of options that skews toward minority (versus majority) consumers to be more inclusive and moral, which leads to more favorable attitudes toward the brand. In addition, consumers perceive product lines with balanced options to be as inclusive and moral as those with minority-skewed options. This research provides practitioners with valuable insights on how to increase favorable consumer perceptions of their brands’ DEI strategies.This paper contributes to the emerging literature on brand inclusivity in the marketplace. Specifically, it sheds light on why brands have been criticized for launching product lines that, ostensibly, include many options but may not go far enough to address marketplace inequalities that disadvantage underrepresented consumers.
Brands are increasingly committing to improving diversity, equity and inclusion (DEI) within their marketing practices. One way that brands can show their commitment to DEI is by offering inclusive product lines. This paper aims to examine the strategic implications of offering inclusive product lines by investigating consumer perceptions of product lines with more (versus fewer) options as well as product lines that cater primarily to minority (versus majority) consumers. This research uses three online experiments and one secondary data set to test the hypotheses across two consumption contexts (makeup and clothing). Consumers perceive product lines with more options and a distribution of options that skews toward minority (versus majority) consumers to be more inclusive and moral, which leads to more favorable attitudes toward the brand. In addition, consumers perceive product lines with balanced options to be as inclusive and moral as those with minority-skewed options. This research provides practitioners with valuable insights on how to increase favorable consumer perceptions of their brands’ DEI strategies.This paper contributes to the emerging literature on brand inclusivity in the marketplace. Specifically, it sheds light on why brands have been criticized for launching product lines that, ostensibly, include many options but may not go far enough to address marketplace inequalities that disadvantage underrepresented consumers.
How to Mitigate Fashion Subscription Hesitation: Two-Step Exploration Using Theory-Based Causal Modeling and Machine Learning Predictive Modeling
Although a fashion subscription offers significant environmental benefits by transforming physical products into shared services, most customers are reluctant to adopt it. This hesitation, exacerbated by poor communication from brands that primarily emphasize its personal benefits, hinders its sustainable growth. This study aims to examine specifically which concerns increase hesitation, and the role of explicitly informing consumers about the service’s environmental benefits in mitigating the impact of consumer concerns on their hesitation. Data were collected through an online experiment with more than a thousand U.S. adults nationwide and analyzed using a two-step analysis. First, theory-based causal modeling was conducted to examine the effects of consumer concerns on hesitation, accounting for ambivalence as a mediator and informed environmental benefits as a moderator. Second, machine learning was used to cross-validate the findings. Results show that certain types of consumer concerns increase hesitation, significantly mediated by ambivalence, and confirm that informed environmental benefits mitigate the effects of some concerns on hesitation. This study contributes to building on the hierarchy of effects theory by exploring negatively nuanced constructs – concerns, ambivalence and hesitation – beyond the traditional constructs representing the cognitive, affective and conative stages of consumer decision-making. Findings provide strategic guidance to brands on how to communicate the new service to consumers. Leveraging theory-based causal modeling with machine learning-based predictive modeling provides a novel methodological approach to explaining and predicting consumer hesitation toward new services.
Authors: Jiyun Kang, Catherine Johnson, Wookjae Heo, Jisu Jang
Although a fashion subscription offers significant environmental benefits by transforming physical products into shared services, most customers are reluctant to adopt it. This hesitation, exacerbated by poor communication from brands that primarily emphasize its personal benefits, hinders its sustainable growth. This study aims to examine specifically which concerns increase hesitation, and the role of explicitly informing consumers about the service’s environmental benefits in mitigating the impact of consumer concerns on their hesitation.
Data were collected through an online experiment with more than a thousand U.S. adults nationwide and analyzed using a two-step analysis. First, theory-based causal modeling was conducted to examine the effects of consumer concerns on hesitation, accounting for ambivalence as a mediator and informed environmental benefits as a moderator. Second, machine learning was used to cross-validate the findings.
Results show that certain types of consumer concerns increase hesitation, significantly mediated by ambivalence, and confirm that informed environmental benefits mitigate the effects of some concerns on hesitation.
This study contributes to building on the hierarchy of effects theory by exploring negatively nuanced constructs – concerns, ambivalence and hesitation – beyond the traditional constructs representing the cognitive, affective and conative stages of consumer decision-making. Findings provide strategic guidance to brands on how to communicate the new service to consumers. Leveraging theory-based causal modeling with machine learning-based predictive modeling provides a novel methodological approach to explaining and predicting consumer hesitation toward new services.