How Does Brand Name-Logo Coherence Affect Brand Attitudes? An Investigation of Moderating Effects

2006 ◽  
Author(s):  
Bruno Kochler ◽  
Czellar Sandor
Keyword(s):  
Brand Attitudes ◽  
Brand Name ◽  
Moderating Effects

Wanna Be a Friend on Social Media?

2021 ◽  
Vol 11 (3) ◽  
pp. 64-79
Author(s):  
Ayşegül Sağkaya Güngör ◽  
Dursun Yener ◽  
Mertcan Taşçıoğlu
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Communication Style ◽  
Brand Attitudes ◽  
Brand Name ◽  
Informal Communication ◽  
The Social ◽  
Media Communications ◽  
Formal Communication ◽  
Different Levels

As the volume of consumer-brand interactions is increasing in the social media setting, it becomes essential to understand how to foster relationships to create favorable attitudes towards the brand, stimulate sales, and enable consumers to forward the brand name to others. In this regard, this research focuses on the effect of communication style (formal vs. informal) that should be used for products that have different levels of self-expression (high vs. low) in social media communications. An experiment was conducted with 384 participants. The results indicated that consumers prefer informal communication regardless of the self-expression level of the product in social media. Investigating the interaction effects, the authors demonstrated that highly self-expressive products favorably stimulate word-of-mouth intention in case of formal communication. However, it is the informal communication that stimulates purchase and word-of-mouth intentions and brand attitudes when the product is low self-expressive in nature.

scholarly journals Generic versus brand-name over-the-counter analgesics: knowledge and attitudes among Swedish pharmacy customers

2020 ◽  
Vol 13 (1) ◽  
Author(s):  
Helle Håkonsen ◽  
Maria Wängberg ◽  
Dina Alani ◽  
Tove Hedenrud
Keyword(s):  
Prescription Drugs ◽  
Generic Drugs ◽  
Brand Attitudes ◽  
Brand Name ◽  
Over The Counter ◽  
Positive Attitudes ◽  
Generic Products ◽  
Swedish Pharmacy ◽  
Active Substances ◽  
Structured Questionnaire

Abstract Background Due to a liberalisation reform in 2009, the availability of over-the-counter (OTC) analgesics has increased significantly in the Swedish market over the past decade. With the increasing number of generic products available on the market and the possibility of buying OTC drugs from non-pharmacy outlets, a key to safe drug use is that consumers possess the necessary knowledge to differentiate between the different brands and choose the appropriate drug for their ailments. The aim of this study was to investigate Swedish consumers’ knowledge of and attitudes towards generic OTC analgesics. Methods A sample of 209 Swedish adults (66% women; mean age 43.1 years) who bought OTC analgesics at a community pharmacy in one of the country’s three largest cities responded to a structured questionnaire. The questions related to knowledge of active substances, the use and choice of OTC analgesics (generic or original brand), attitudes towards generic OTC analgesics, information received about OTC analgesics and experience with generic substitution of prescription drugs. Results Almost one in five reported weekly use of OTC analgesics, and 32% assigned minimum three out of four active substances to the correct brand(s) of OTC analgesics. Among the 50 participants (24%) who assigned all four active substances correctly, it was predominantly women and participants with higher education. Four out of five participants were positive towards the cheaper brands, and 69% reportedly chose cheaper generic brands over more expensive brands. Knowledge about the active substances of different brands was associated with positive attitudes towards generic products. Conclusion Swedish pharmacy customers have to a varying extent the knowledge to differentiate between different brands of commonly used OTC analgesics in terms of active substances. There is a predominantly positive attitude towards generic OTC analgesics, although some consider generic drugs to be inferior and stay loyal to the original brands.

Postacquisition asset redeployment and marketing adaptation: a consumer perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cher-Min Fong ◽  
Hsing-Hua Stella Chang
Keyword(s):  
Emerging Market ◽  
Brand Value ◽  
Brand Positioning ◽  
Brand Name ◽  
Moderating Effects ◽  
Developed Country ◽  
Consumer Evaluations ◽  
Content Type ◽  
Consumer Perspective ◽  
Consumer Assessments

PurposeThis research examines consumer assessments of brand value derived from the redeployment of brand-related assets following a crossborder acquisition (CBA). The current study synthesizes research on international marketing standardization/adaptation to the context of crossborder horizontal acquisitions as the market entry strategy to investigate consumer evaluations of the postacquisition choice of brand name and brand positioning.Design/methodology/approachA pretest and two studies were conducted in Taiwan to empirically examine effects from the theory-driven model of product legitimacy (PL) on an entity's postacquisition brand value, as well as any moderating effects of consumer localism.FindingsPostacquisition brands were evaluated more positively when positioned in a manner that was in accordance with perceived PL. Consumer localism as another contingency factor reflected consumers' favorable attitude toward marketing adaptation following CBAs.Originality/valueThis article is a pioneering work to draw on the consumer perspective to investigate asset redeployments between the acquirer and target following a crossborder horizontal acquisition. Specifically, this research introduces PL as a contingency factor to examine consumers' evaluation of brand value, which is derived from the redeployment of brand name and brand positioning in the context of a developed-country firm's acquisition of an advanced emerging-market firm for entry into the market.

The anatomy of a rivalry: the role of resentment in the development of brand attitudes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Diego Alvarado-Karste ◽  
Blair Kidwell
Keyword(s):  
Underlying Mechanism ◽  
Consumer Perceptions ◽  
Brand Attitudes ◽  
Moderating Effects ◽  
Content Type ◽  
Emotional Component ◽  
Factor Design ◽  
Temporal Focus ◽  
Future 2

Purpose This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers evaluate the two brands that participate in a rivalry relationship. Design/methodology/approach The research uses four experiments. Study 1 uses two conditions to test whether injustice predicts inter-personal rivalries through resentment. Study 2 uses a one-factor design with three levels (resentment vs contempt vs control) to examine the underlying mechanism of resentment on the formation of a rivalry. Study 3 analyzes the effect of brand rivalries on consumers’ brand attitudes. Study 4 uses a 2 (Temporal-focus: past vs future) × 2 (competitive relationship: resentment vs control) between-subjects experimental design, to test the moderating effects of temporal-focus on consumer brand rivalry perceptions. This experiment replicates the effects of brand rivalries on consumer brand attitudes. Findings Rivalries have an essential emotional component – resentment – that is fueled by injustice and leads consumers to form more favorable attitudes toward the brand that consumers perceive is treated unfairly (target brand) and more unfavorable attitudes toward the brand that is perceived to treat the other brand unfairly (the rival brand). A future-focused mindset attenuates consumer perceptions of brand rivalries, whereas a past-focused mindset enhances these effects. Originality/value Prior research has failed to identify the emotional components of rivalries and their effects on consumer choices. To the best of the authors’ knowledge, this is the first study that reveals how attitudes change when consumers are exposed to a brand rivalry.

The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

2011 ◽  
pp. 21-33 ◽  
Author(s):  
Yves Van Vaerenbergh ◽  
Dieneke Van de Sompel ◽  
Neal Van Loock ◽  
Iris Vermeir
Keyword(s):  
Brand Attitudes ◽  
Brand Name ◽  
Song Lyrics ◽  
The Impact

Consumer reactions to paid versus unpaid brand name placement in song lyrics

2017 ◽  
Vol 26 (2) ◽  
pp. 151-158 ◽  
Author(s):  
Yves Van Vaerenbergh
Keyword(s):  
Brand Names ◽  
Brand Awareness ◽  
Brand Attitudes ◽  
Brand Name ◽  
Negative Effects ◽  
Consumer Awareness ◽  
Content Type ◽  
Positive Effects ◽  
Consumer Reactions ◽  
Song Lyrics

Purpose More and more artists mention brand names in their song lyrics; yet, their motivation to do so might differ. While some artists mention brand names out of brand love, other artists mention brand names against financial compensation. As media often discloses such brand name placements, the purpose of this paper is to explore consumer reactions to paid versus unpaid brand name placements in song lyrics. Design/methodology/approach A three-group between-subjects experiment (paid brand name placement, unpaid brand name placement, control group) tests the effects of brand name placement disclosures in song lyrics on brand attitudes and brand awareness. The song was developed specifically for the purpose of this study. Findings Consumer awareness about paid brand name placements in song lyrics has positive effects on brand awareness, while having no negative effects on brand attitudes. More specifically, consumer brand awareness is significantly higher in the paid brand name placement condition than in the unpaid brand name placement condition, or the control condition. Brand attitudes increased in both the paid and unpaid brand name placement conditions, compared to the control condition. Originality/value This paper contributes to a better understanding of brand name placement in song lyrics. Counterintuitively, consumer awareness about paid brand name placements in song lyrics actually has positive effects on consumers’ brand awareness and no negative effects on brand attitudes. Moreover, any disclosure – regardless of whether it concerns a paid or unpaid brand name placement – increases brand attitudes. This study thus shows that marketing managers should not fear media disclosing brand name placements in song lyrics.

The Relation Between Teachers' Diagnostic Sensitivity, their Instructional Activities, and their Students' Achievement Gains in Reading*

2013 ◽  
Vol 27 (4) ◽  
pp. 283-293 ◽  
Author(s):  
Lars Behrmann ◽  
Elmar Souvignier
Keyword(s):  
Reading Comprehension ◽  
Classroom Management ◽  
Reading Program ◽  
Multilevel Analyses ◽  
Moderating Effects ◽  
Management Skills ◽  
Judgment Accuracy ◽  
Achievement Gains ◽  
Instructional Activities ◽  
Main Effects

Single studies suggest that the effectiveness of certain instructional activities depends on teachers' judgment accuracy. However, sufficient empirical data is still lacking. In this longitudinal study (N = 75 teachers and 1,865 students), we assessed if the effectiveness of teacher feedback was moderated by judgment accuracy in a standardized reading program. For the purpose of a discriminant validation, moderating effects of teachers' judgment accuracy on their classroom management skills were examined. As expected, multilevel analyses revealed larger reading comprehension gains when teachers provided students with a high number of feedbacks and simultaneously demonstrated high judgment accuracy. Neither interactions nor main effects were found for classroom management skills on reading comprehension. Moreover, no significant interactions with judgment accuracy but main effects were found for both feedback and classroom management skills concerning reading strategy knowledge gains. The implications of the results are discussed.

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