The correlates and intensity of COVID-19 vaccine brand preferences in Canada

Most work on COVID-19 vaccine hesitancy has focused on its attitudinal and demographic correlates of individuals, but the characteristics of vaccines themselves also appear to be important. People are more willing to take vaccines with higher reported levels of efficacy and safety. Has this dynamic sparked hesitancy towards specific vaccines? We conduct a series of cross-sectional survey experiments to test for brand-based differences in vaccination intention, perceived efficacy, and perceived safety. Examining more than 6,500 individuals in a series of cross-sectional surveys, we find that respondents report less willingness to take AstraZeneca and Johnson & Johnson vaccines compared to those from Pfizer and Moderna, despite all vaccines being approved as safe by a federal regulator. Further, these brand preferences are meaningful: respondents report willingness to wait months for their preferred vaccine over AstraZeneca. We show that these brand effects are strongest among people who are usually most open to mass vaccination efforts. Our findings call for additional research on the determinants and consequences of COVID-19 vaccine-specific hesitancy and communication strategies to minimize this challenge.

Brand effects of omnichannel-based pickup service on consumption value and service satisfaction

As an online and offline integrated service of refund, replacement, and after-sales service, omnichannel is placing itself as a major service used in the online shopping market, as efficiency and an integrated operation system develop according to channel integration due to ICT development. Centered on young people who have recently put importance on in-store experience and direct experience, offline pickup service is reinforced beyond online delivery. This study aims to analyze the effects of a distribution company’s brand factors on customer consumption value and satisfaction targeting the omnichannel-based pickup service. The research model was designed to find out whether brand image, identity, attachment, and trust factors affect consumption satisfaction factors through the intervention of emotional and functional consumption value factors. This study targeted 324 consumers using Korea’s omnichannel-based pickup service and carried out a questionnaire survey. According to the analysis result, the brand image and brand identity had a positive (+) effect on the emotional value and functional value. Brand attachment and brand trust positively affected emotional value but the hypothesis on functional value was rejected. Hence, brand factors were confirmed to work on improving a consumer’s emotional value effectively.

Consumer responses to pictures of co-creating consumers in marketing communications

Purpose Co-creating consumers are often featured prominently in marketing communications for new co-created products. Previous research has only investigated the responses of non-participating consumers by describing co-creating consumers in text. This paper aims to examine consumer responses to combinations of text descriptions and pictures of co-creating consumers. Design/methodology/approach An experimental study used a reference group perspective to explain non-participating consumer responses to communications about co-creation with consumers in new product development. Findings Pictures of co-creating consumers moderate the effects of texts describing consumer co-creation on brand attitudes. The brand effects of describing the co-creating consumer in text as belonging to a dissociative group are negative when the picture looks similar to the non-participating consumers. If the co-creating consumer looks dissimilar to the in-group, the reference group text has no effect. Self–brand connection mediates these effects on brand attitudes. Research limitations/implications A reference group perspective is introduced as a boundary condition to the research on the communication of consumer co-creation. The effects on brand attitudes depend on the pictorial representations. Practical implications Companies should be advised to avoid portrayals of co-creating consumers that could cause dissociation in relevant consumer groups. Originality/value Neither reference group associations nor pictorial descriptions of co-creating consumers, have hitherto been investigated with regards to consumer co creation, despite the frequent inclusion of consumer imagery in advertising for consumer co-created new products.

GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED)

Currently the restaurant business is growing rapidly in Bandung. This development occurred because of the support of people's behavior to eat outside the home. The issue of environmental damage such as global warming and the greenhouse gas effect, encouraging the emergence of restaurants that provide healthy products and green products. This restaurant appears in order to improve healthy behavior, reduce waste, and provide education to people to live healthy and to protect the environment. One of them is Restoran Kehidupan Tidak Pernah Berakhir (KTPB) which is a vegan restaurant in Indonesia that provides a healthy lifestyle by eating only vegetables and to educate consumers to consume green products. This study aims to determine the effect of Green Brand Positioning, Green Brand Knowledge, Attitude Toward Green Brand in increasing Green Purchase Intention. This research is a quantitative explanatory study using 400 community respondents. Bandung. The calculation and data processing will use Amos software. The results showed that, Green Brand Positioning has a significant impact on Green Brand Knowledge and has significant implications for change for Green Brand Attitude Towards and has a significant influence on Green Purchase Intention. Those variables have a significant impact on the Green Purchase Intention for consumers Kehidupan Tidak Pernah Berakhir Restaurants (KTPB).

Beyond reach: an extended model of global brand effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

Obese models’ effect on fashion brand attractiveness

Purpose The purpose of this paper is to investigate the effect of obese models vs normal weight models on fashion brands’ attractiveness. Design/methodology/approach An experiment was carried out in which 1,225 university students in Sweden and Brazil rated the attractiveness of a fashion brand worn by a normal weight model and an obese model. Findings The overall effect of obese models’ effect on fashion brand attractiveness was insignificant. Furthermore, neither culture nor the consumer’s own weight had a significant effect. There was, however, a significant effect of the participant’s own gender; women rate fashion brands worn by obese models significantly higher on attractiveness than they did fashion brands worn by normal weight models. Men displayed the inverse response. Research limitations/implications The effect of the model’s ethnicity was beyond the scope of the experiment, and the brand attractiveness scale captured only one aspect of brand character, leaving other potential brand effects for future studies. Practical implications Companies can use obese models with no overall brand attractiveness penalty across markets and for marketing to women of all sizes. Given men’s negative reactions, such models might however be unsuitable for the male-to-female gift market. Social implications The results support the use of obese models, which can lead to greater representation of larger women in the media, and consequently, reduced fat stigma. Originality/value The study validates the theory of user imagery, and it extends the theory by examining how different target consumers react to user imagery traits and thus provides evidence for gender bias toward obese models.