Markenintimität (Brand Intimacy) von Konsumenten — Konzeptualisierung, Determinanten und Wirkungen, mit empirischen Befunden

2012 ◽  
Vol 64 (6) ◽  
pp. 590-629 ◽  
Author(s):  
Manfred Bruhn ◽  
Verena Schoenmüller ◽  
Daniela Schäfer ◽  
Simon Reumer
Keyword(s):  
Brand Intimacy

Determinants of brand trust in high inherent risk products: The moderating role of education and working status

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Neha Srivastava ◽  
Satya Dash ◽  
Amit Mookerjee
Keyword(s):  
Family Influence ◽  
Brand Trust ◽  
Inherent Risk ◽  
Brand Credibility ◽  
Brand Innovativeness ◽  
Working Status ◽  
Brand Intimacy ◽  
The Relationship ◽  
Moderating Role

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data was analyzed using structural equation modeling. Findings The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not support the moderating effect of education on the relationship of cognitive brand trust with brand credibility and brand innovativeness. Practical implications The study recommends marketing strategy implications for high inherent risk product companies such as baby care toiletries that what essential factors they must keep in mind while promoting their brand and winning trust of customers. Originality/value The present study is one among those few empirical investigations that examines the role of antecedents of brand trust in less researched context of high inherent risk products.

Consumer engagement on Twitter: perceptions of the brand matter

2019 ◽  
Vol 53 (9) ◽  
pp. 1905-1933 ◽  
Author(s):  
Wayne Read ◽  
Nichola Robertson ◽  
Lisa McQuilken ◽  
Ahmed Shahriar Ferdous
Keyword(s):  
Customer Service ◽  
Theoretical Framework ◽  
Consumer Engagement ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Content Type ◽  
Brand Knowledge ◽  
Engagement Process ◽  
Twitter Account ◽  
Brand Intimacy

Purpose This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter. Design/methodology/approach Depth interviews were conducted to gain initial insights into consumer engagement on Twitter. Using a blend of the extant literature and interview findings, a theoretical framework, including antecedents, outcomes and moderators, was developed and empirically tested using cross-sectional survey data. Findings Brand customer service and brand intimacy positively influence consumer engagement on Twitter, and consumer engagement mediates the relationship between these antecedents and consumer co-promotion intentions. Consumer perceptions of a brand account’s popularity on Twitter and their likelihood of adding value to a brand are found to be moderators within the conceptual framework. Research limitations/implications Caution needs to be exercised in generalising these findings beyond the Twitter context, and the use of a cross-sectional survey means causality cannot be inferred. Practical implications Brands need to be perceived as providing excellent customer service and intimate brand knowledge on Twitter to drive consumer engagement and co-promotion. Brands are recommended to develop strategies to increase their Twitter following, including rewarding consumers for their contributions on the brand’s Twitter account to signal that they are valued. Originality/value The authors add to the emerging literature on consumer engagement on social media in two key ways, by developing and testing a theoretical framework of consumer engagement in the Twitter context and by identifying moderators in the consumer engagement process on Twitter.

Antecedents and moderators of brand trust in the context of baby care toiletries

2015 ◽  
Vol 32 (5) ◽  
pp. 328-340 ◽  
Author(s):  
Neha Srivastava ◽  
Satya Bhushan Dash ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Perceived Risk ◽  
Emerging Market ◽  
Risk Category ◽  
Brand Trust ◽  
Content Type ◽  
Two Phases ◽  
Brand Intimacy ◽  
The Relationship

Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated. Design/methodology/approach – The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase. Findings – The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust. Practical implications – The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers. Originality/value – The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.

scholarly journals PENGARUH BRAND PASSION, BRAND COMMITMENT DAN BRAND INTIMACY TERHADAP REPURCHASE INTENTION, POSITIVE WOM DAN PAY PRICE PREMIUM

2020 ◽  
Vol 16 (1) ◽  
pp. 7
Author(s):  
Ali Wardhana ◽  
Samuel Shwan Tera
Keyword(s):  
Willingness To Pay ◽  
Positive Relationship ◽  
Primary Data ◽  
Brand Commitment ◽  
Repurchase Intention ◽  
Brand Love ◽  
Repurchase Intentions ◽  
Premium Price ◽  
High Level ◽  
Brand Intimacy

Amid the pressures of industrial competition, emotions from consumers can be an unlimited resource that can create good opportunities. A brand can no longer be seen merely as an identity but as a relationship with consumers. Therefore, manufacturers are expected to wrap these emotions into a brand through the brand love concept. The usage of the concept of brand love is not without reason, but because brand love is the best representation of high-level constructs, one of which includes emotions. Thus this research aims to see how brand passion, brand intimacy and brand commitment build brand love and then have an impact on repurchase intentions, positive WOM and willingness to pay at premium prices on Samsung brands. This study uses primary data obtained through random questionnaire distribution and using target respondents of Samsung brand smartphone users. The results of this study indicate that brand love can be built well by brand passion, brand intimacy and brand commitment which are its dimensions. Brand love also shows that there is a positive relationship with intention to repurchase, positive WOM and willingness to pay at premium price. If it is more detailed then this study can conclude that brand commitment has the biggest contribution in building brand love and the biggest impact of brand love is positive WOM

Continuance intention in running apps: the moderating effect of relationship norms

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Li Keng Cheng ◽  
Hsien-Long Huang ◽  
Ching-Chi Lai
Keyword(s):  
Moderating Effect ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Equation Modeling ◽  
Perceived Ease Of Use ◽  
Continuance Intention ◽  
Content Type ◽  
Relationship Norms ◽  
Continued Use ◽  
Brand Intimacy

PurposeThe number of people using running apps has increased. Accordingly, a growing number of sports brands are launching running apps in hopes of improving their connection with consumers and thereby enhancing consumers' brand preference and purchase intention. This study adopted an integrated perspective to explore the effects of perceived usefulness, perceived ease of use and self-expression on consumers' continued use of running apps.Design/methodology/approachConvenience sampling was conducted among consumers in Taiwan (n = 251). Structural equation modeling using AMOS 21 was performed to analyze the data.FindingsThe study results revealed that (1) users' perceived usefulness, perceived ease of use and self-expression significantly positively affected continuance intention, and (2) continuance intention was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy.Originality/valueAmid the increasing emphasis on self-expression, almost all running apps endeavor to enable users to share their achievements, such as accumulated mileage and routes. However, research has rarely focused on whether these features influence consumers' continued use of running apps and whether these influences in turn affect consumers’ attitudes toward a brand. Therefore, this study explored the effect of self-expression on the continued use of running apps.

A conceptual analysis of brand intimacy on social media platforms

2017 ◽  
pp. 1-16
Author(s):  
Alanoud F. Almubarak ◽  
Simon J. Pervan ◽  
Lester W. Johnson
Keyword(s):  
Social Media ◽  
Conceptual Analysis ◽  
Social Media Platforms ◽  
Brand Intimacy
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