scholarly journals The impact of COVID‐19 on consumer evaluation of authentic advertising messages

2021 ◽  
Author(s):  
Jooyoung Park ◽  
Jungkeun Kim ◽  
Daniel C. Lee ◽  
Seongseop S. Kim ◽  
Benjamin G. Voyer ◽  
...  
Keyword(s):  
Consumer Evaluation ◽  
The Impact

The effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

scholarly journals The Effect of CSR Fit and CSR Authenticity on the Brand Attitude

2019 ◽  
Vol 12 (1) ◽  
pp. 275 ◽  
Author(s):  
Songmi Kim ◽  
Heejung Lee
Keyword(s):  
College Students ◽  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Brand Attitude ◽  
Consumer Evaluation ◽  
Empirical Survey ◽  
Individual Perception ◽  
Corporate Social ◽  
The Impact ◽  
Positive Effect

This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR.

The Impact of Fit Measures on the Consumer Evaluation of New Co-Branded Products*

2011 ◽  
Vol 28 (4) ◽  
pp. 455-469 ◽  
Author(s):  
Lisanne M. Bouten ◽  
Dirk Snelders ◽  
Erik Jan Hultink
Keyword(s):  
Consumer Evaluation ◽  
The Impact

Consumer perceptions of cobrands: the role of brand positioning strategies

2014 ◽  
Vol 32 (2) ◽  
pp. 145-159 ◽  
Author(s):  
Jaywant Singh ◽  
Stavros P. Kalafatis ◽  
Lesley Ledden
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Positioning ◽  
Content Type ◽  
Consumer Evaluation ◽  
Product Categories ◽  
Product Service ◽  
Quasi Experimental ◽  
The Impact

Purpose – Cobranding is increasingly popular as a strategy for commercial success. Brand positioning strategies are central to marketing, yet the impact of perceptions of parent brands’ positioning on consumers’ perceptions of cobrand positioning has not been investigated. The aim of the present study is to fill this gap. Design/methodology/approach – Employing a quasi-experimental design, the authors create cobranding scenarios in three product categories (tablet computers, cosmetics, and smart phones). The data are collected via structured questionnaires resulting in 160 valid responses. The data are analyzed employing Partial Least Squares-based Structural Equation Modeling (PLS-SEM), and consumer evaluation of cobrands is tested in relationship to the prior positioning of the parent brands, product fit and brand fit, along with post-alliance positioning perceptions of the partner brands. Findings – The results confirm brand positioning as a robust indicator of consumer evaluation of cobrands. Positioning perceptions of partner brands are positively related to cobrand positioning perceptions. In addition, pre-alliance positioning significantly relate to post-alliance positioning, confirming cobranding as a viable strategy for partner brands. Research limitations/implications – The paper recommends research that could reveal the impact of differential brand equities of partner brands, such as, between a high-equity brand and a low/moderate-equity brand, mixed brand alliances – product/service; service/service, and at different levels of partner brand familiarity. Practical implications – Managers should design cobrand positioning based on existing positioning perceptions of the partner brands, rather than focussing on product fit and brand fit. Originality/value – The study demonstrates the focal role of positioning strategies of partner brands in consumer evaluation of cobrands.

Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

2020 ◽  
Vol 29 (7) ◽  
pp. 849-861 ◽  
Author(s):  
Ankur Srivastava ◽  
Dipanjan Kumar Dey ◽  
Balaji M.S.
Keyword(s):  
Structural Equation ◽  
Emerging Market ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Consumer Evaluation ◽  
Global Brands ◽  
Brand Credibility ◽  
The Impact

Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

Sign in / Sign up

Export Citation Format

Share Document