Search results for "brand"

Effects of Corporate Social Responsibility perception on consumer satisfaction with the brand

2016

Abstract Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction. In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfaction with CSR training and environmental initiatives, but a negative direct relationship between CSR corporate communication initiatives and customer satisfaction. The second study, through an empirical study based on an online survey of consumers, points to a positive relationship between CSR and customer satisfaction. Our findings sugges…

Viable Systems Approach and Consumer Culture Theory: A Conceptual Framework

2013

The aim of this study is to depict the relational dynamics between the firm/ brand and the individual/consumer or communities of consumers. To this aim we propose a conceptual framework, integrating the viable systems approach (VSA) with consumer culture theory (CCT), which considers the individual as an active co-maker of the product/brand (‘prosumer’). The VSA view of the firm overcomes the limitations of CCT research, which is mainly focused on the individual, giving little consideration to the other actors in the context. Among the different approaches under the umbrella of viable systems we chose the VSA because of its emphasis on the analysis of the systemic external relations with th…

What's on TV? The Impact of Brand Image and Celebrity Credibility on Television Consumption from an Ingredient Branding Perspective

2013

Today's multichannel, multimedia marketing environment presents a new layer of challenges. New demands from potential television viewers translate directly into the need of the creation and development of effective marketing strategies for the television (TV) market. This study proposes and validates a research model that analyzes an individual's TV show consumption by testing the impact of brand image and celebrity credibility. Based on the theoretical discussion, hypotheses were derived and tested with structural equation modeling on a basis of 306 consumers. Generally, the article provides evidence that brand image is the driving force in the explanation of a viewer's motivation to consu…

Populated Places and Conspicuous Consumption: High Population Density Cues Predict Consumers’ Luxury-Linked Brand Attitudes

2021

Population density has been identified as an ecological factor with considerable behavioral implications. The present research aimed to examine whether the mere perception of more (vs. less) populated places can change consumers’ luxury-linked brand attitudes. To this end, we experimentally manipulated consumers’ perceptions of population density using pictorial exposure to high (vs. low) population density cues. The results revealed a significant interaction between manipulated population density and perceived brand luxury on brand attitudes. Specifically, exposure to high rather than low population density cues resulted in more positive (negative) attitudes toward brands deemed to be more…

Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added

2008

This article examines an evaluation of brand extension from a consumption perspective. In this perspective, the most relevant entity becomes the product, and the choice vector becomes the consumption context. In an experimental design applied to foodstuff, this article reports a study that manipulates the brand range. The study confirms the importance of the consumption context to evaluate brand extension. Also, the results show that the effects of the context fit and the typicality are more significant when the various products of the brand are sensitive to the consumption context. On the other hand, the effects of the association fit and typicality are also more significant when the produ…

Brand Extension From a Consumption Perspective : The Moderation of the Heterogeneity of the Belonging Category of the Extension

2007

International audience

Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups

2017

Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…

Introduction to Special Issue: Brand Equity, Satisfaction, and Word of Mouth

2021

The COVID-19 pandemic has generated an incredible change in the global economy that will likely have long-term consequences on consumer behavior, markets, business models, market regulation, and public policies, among others [1,2]. We are only at the beginning of seeing these effects, and this new scenario offers opportunities to articulate research in the area of marketing aligned with the urgency of recovering customer trust and reactivating sales [3]. The five contributions presented in this Special Issue, “Brand Equity, Satisfaction, and Word of Mouth”, aim at being incorporated into the dynamics of methodological and thematic innovation in marketing, in reply to some of the research pr…

Corporate Attributes and Associations

2013

CREDIBILIDAD CORPORATIVA EN CADENAS TELEVISIVAS: ANTECEDENTES Y EFECTOS

2013

RESUMENLa creciente competencia está facilitando la aplicación del brand management en muchas industrias de medios, cuyos participantes necesitan establecer una credibilidad de marca clara y memorable. En este contexto, se ha planteado la presente investigación con información procedente de 816 valoraciones, a fin de de analizar los antecedentes capaces de explicar el desarrollo de una óptima credibilidad corporativa, así como sus efectos posteriores desde la perspectiva del consumidor. Para tal fin, han sido consideradas las cadenas televisivas de primera generación que operan en abierto en el territorio nacional (TVE 1, Antena 3, Tele 5, Cuatro y Sexta).ABSTRACTIncreasing competition is f…