Subjects -> BUSINESS AND ECONOMICS (Total: 3570 journals)
    - ACCOUNTING (132 journals)
    - BANKING AND FINANCE (306 journals)
    - BUSINESS AND ECONOMICS (1248 journals)
    - CONSUMER EDUCATION AND PROTECTION (20 journals)
    - COOPERATIVES (4 journals)
    - ECONOMIC SCIENCES: GENERAL (212 journals)
    - ECONOMIC SYSTEMS, THEORIES AND HISTORY (235 journals)
    - FASHION AND CONSUMER TRENDS (20 journals)
    - HUMAN RESOURCES (103 journals)
    - INSURANCE (26 journals)
    - INTERNATIONAL COMMERCE (145 journals)
    - INTERNATIONAL DEVELOPMENT AND AID (103 journals)
    - INVESTMENTS (22 journals)
    - LABOR AND INDUSTRIAL RELATIONS (61 journals)
    - MACROECONOMICS (17 journals)
    - MANAGEMENT (595 journals)
    - MARKETING AND PURCHASING (116 journals)
    - MICROECONOMICS (23 journals)
    - PRODUCTION OF GOODS AND SERVICES (143 journals)
    - PUBLIC FINANCE, TAXATION (37 journals)
    - TRADE AND INDUSTRIAL DIRECTORIES (2 journals)

MARKETING AND PURCHASING (116 journals)                     

Showing 1 - 105 of 105 Journals sorted alphabetically
Advances in International Marketing     Full-text available via subscription   (Followers: 6)
AMS Review     Partially Free   (Followers: 3)
Applied Marketing Analytics     Full-text available via subscription   (Followers: 4)
Arts and the Market     Hybrid Journal   (Followers: 5)
Asia Pacific Public Relations Journal     Open Access   (Followers: 1)
Atlantic Marketing Journal     Open Access   (Followers: 3)
Australasian Marketing Journal (AMJ)     Hybrid Journal   (Followers: 4)
CBR - Consumer Behavior Review     Open Access  
Cogent Business & Management     Open Access   (Followers: 2)
Consumer Psychology Review     Hybrid Journal   (Followers: 3)
Customer Needs and Solutions     Hybrid Journal   (Followers: 4)
European Journal of Management Issues     Open Access   (Followers: 1)
Expert Journal of Marketing     Open Access   (Followers: 4)
IMP Journal     Hybrid Journal  
Innovative Marketing     Open Access   (Followers: 4)
International Journal of Applied Behavioral Economics     Full-text available via subscription   (Followers: 18)
International Journal of Customer Relationship Marketing and Management     Full-text available via subscription   (Followers: 11)
International Journal of Event and Festival Management     Hybrid Journal   (Followers: 6)
International Journal of Export Marketing     Hybrid Journal   (Followers: 1)
International Journal of Industrial Marketing     Open Access   (Followers: 7)
International Journal of Internet Marketing and Advertising     Hybrid Journal   (Followers: 20)
International Journal of Islamic Marketing and Branding     Hybrid Journal   (Followers: 5)
International Journal of Leisure and Tourism Marketing     Hybrid Journal   (Followers: 15)
International Journal of Marketing Studies     Open Access   (Followers: 12)
International Journal of Online Marketing     Full-text available via subscription   (Followers: 5)
International Journal of Sport Communication     Hybrid Journal   (Followers: 6)
International Journal of Sports Marketing and Sponsorship     Hybrid Journal  
International Review of Communication and Marketing Mix : IROCAMM     Open Access   (Followers: 1)
International Review of Management and Marketing     Open Access   (Followers: 12)
Italian Journal of Marketing     Hybrid Journal  
Journal of Advertising Education     Hybrid Journal  
Journal of Brand Management     Hybrid Journal   (Followers: 12)
Journal of Brand Strategy     Full-text available via subscription   (Followers: 4)
Journal of Business Logistics     Hybrid Journal   (Followers: 8)
Journal of Business-to-Business Marketing     Hybrid Journal   (Followers: 13)
Journal of Contemporary Marketing Science     Hybrid Journal   (Followers: 1)
Journal of Credit Risk     Full-text available via subscription   (Followers: 1)
Journal of Cultural Marketing Strategy     Full-text available via subscription   (Followers: 1)
Journal of Destination Marketing & Management     Hybrid Journal  
Journal of Digital & Social Media Marketing     Full-text available via subscription   (Followers: 16)
Journal of Economics and Management Sciences     Open Access  
Journal of Education Advancement & Marketing     Full-text available via subscription   (Followers: 1)
Journal of Euromarketing     Hybrid Journal   (Followers: 3)
Journal of Fashion Marketing and Management     Hybrid Journal   (Followers: 9)
Journal of Global Fashion Marketing     Hybrid Journal   (Followers: 2)
Journal of Global Responsibility     Hybrid Journal   (Followers: 3)
Journal of Global Scholars of Marketing Science : Bridging Asia and the World     Hybrid Journal   (Followers: 1)
Journal of Historical Research in Marketing     Hybrid Journal   (Followers: 4)
Journal of Hospitality Marketing & Management     Hybrid Journal   (Followers: 8)
Journal of International Marketing Modeling     Open Access   (Followers: 1)
Journal of Islamic Marketing     Hybrid Journal   (Followers: 4)
Journal of Marketing Analytics     Hybrid Journal   (Followers: 5)
Journal of Marketing and Consumer Research     Open Access   (Followers: 6)
Journal of Marketing and HR     Open Access   (Followers: 2)
Journal of Marketing Behavior     Full-text available via subscription   (Followers: 9)
Journal of Marketing Channels     Hybrid Journal   (Followers: 5)
Journal of Marketing for Higher Education     Hybrid Journal   (Followers: 10)
Journal of Marketing Management     Hybrid Journal   (Followers: 21)
Journal of Medical Marketing     Hybrid Journal   (Followers: 12)
Journal of Personal Selling and Sales Management     Hybrid Journal   (Followers: 9)
Journal of Place Management and Development     Hybrid Journal   (Followers: 1)
Journal of Research in Interactive Marketing     Hybrid Journal   (Followers: 6)
Journal of Research in Marketing and Entrepreneurship     Hybrid Journal   (Followers: 10)
Journal of Revenue and Pricing Management     Hybrid Journal   (Followers: 4)
Journal of Social Marketing     Hybrid Journal   (Followers: 7)
Journal of the Association for Consumer Research     Full-text available via subscription   (Followers: 7)
Journal of Theoretical and Applied Electronic Commerce Research     Open Access  
Jurnal Ekonomi Manajemen     Open Access  
Jurnal Manajemen dan Pemasaran Jasa     Open Access  
Jurnal Manajemen Dayasaing     Open Access  
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management     Open Access  
Luxury : History, Culture, Consumption     Full-text available via subscription   (Followers: 2)
Luxury Research Journal     Hybrid Journal   (Followers: 2)
Management & Marketing     Open Access   (Followers: 2)
Management of Organizations: Systematic Research     Open Access  
Management Sciences. Nauki o Zarz?dzaniu     Open Access  
Marco : Márketing y Comunicación Política     Full-text available via subscription  
Marketing & Tourism Review     Open Access   (Followers: 1)
Marketing Education Review     Full-text available via subscription   (Followers: 6)
Marketing Theory     Hybrid Journal   (Followers: 15)
Matrik : Jurnal Manajemen, Strategi Bisnis dan Kewirausahaan     Open Access  
Mercati & Competitività     Full-text available via subscription  
NIM Marketing Intelligence Review     Free   (Followers: 1)
Nonprofit Communications Report     Hybrid Journal   (Followers: 3)
Organicom     Open Access  
Pacific Rim Property Research Journal     Hybrid Journal  
Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias     Open Access  
Poliantea     Open Access  
Propel Journal of Applied Management     Open Access   (Followers: 3)
Public Opinion Quarterly     Hybrid Journal   (Followers: 22)
Public Relations Inquiry     Hybrid Journal   (Followers: 5)
Publicitas : Comunicación y Cultura     Open Access  
Questiones Publicitarias     Open Access  
Recherche et Applications en Marketing     Hybrid Journal   (Followers: 1)
Recherche et Applications en Marketing (English Edition)     Hybrid Journal   (Followers: 1)
Research in Electronic Commerce Frontiers     Open Access   (Followers: 1)
Research World     Hybrid Journal  
Review of Market Integration     Hybrid Journal   (Followers: 2)
Review of Marketing Research     Hybrid Journal   (Followers: 13)
Revista Eletrônica Academicus     Open Access  
Social Marketing Quarterly     Hybrid Journal   (Followers: 6)
South Asian Journal of Marketing     Open Access   (Followers: 2)
Spanish Journal of Marketing - ESIC     Open Access  
Studia Universitatis Babes-Bolyai Oeconomica     Open Access   (Followers: 2)
Universal Journal of Industrial and Business Management     Open Access  

           

Similar Journals
Journal Cover
Journal of Brand Management
Journal Prestige (SJR): 0.64
Citation Impact (citeScore): 2
Number of Followers: 12  
 
  Hybrid Journal Hybrid journal (It can contain Open Access articles)
ISSN (Print) 1350-2312X - ISSN (Online) 1479-1803
Published by Springer-Verlag Homepage  [2469 journals]
  • Retraction Note to: Slow fashion branding: understanding what consumers
           value most

    • Free pre-print version: Loading...

      PubDate: 2022-05-11
       
  • Organizational resilience and internal branding: investigating the effects
           triggered by self-service technology

    • Free pre-print version: Loading...

      Abstract: Abstract The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological innovations over the past decade, we explore the effects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.
      PubDate: 2022-04-07
       
  • Storytelling in advertisements: understanding the effect of humor and
           drama on the attitude toward brands

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      Abstract: Abstract Storytelling in advertisements has always been recognized as a potent and effective means of branding. However, the core elements of a story that translate to positive consumer attitudes are not fully understood. This study aims at understanding the attitudes of consumers toward storytelling video advertisements that contain humor and drama as their principal elements and how they translate to brand attitudes. Three stimuli-based experimental studies were conducted via Mturk. Study 1 (n = 232) was aimed at understanding the effect of affective reaction and cognitive evaluation on the attitude toward storytelling humorous advertisements. Study 2 (n = 252) considered the effect of the same variables on the attitude toward storytelling dramatic advertisements. Study 3 (n = 284) aimed at understanding the effects of attitude toward humorous and dramatic storytelling advertisements on the attitude toward the brand. Results indicated that the most significant driver of attitude toward humorous storytelling advertisements is affective reaction, whereas cognitive evaluation influences attitude toward dramatic storytelling advertisements. Attitude toward humorous storytelling advertisements contributes more to brand attitude formation than dramatic storytelling advertisements. The results of the study can help marketing executives develop advertisement strategies that can lead to favorable attitudes toward the brands being advertised.
      PubDate: 2022-03-18
       
  • Impact of customer-based corporate reputation on customer engagement
           behaviors: customer identification and brand love as mediators and
           industry type as a moderator

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      Abstract: Abstract This study explores how customer-based corporate reputation (CBR) influences customer engagement behaviors (CEB). It incorporates customer identification and brand love as mediators between CBR and CEB, and the industry type as a moderator, to investigate the direct and indirect effects of CBR on CEB through a moderated mediation analysis. The hypotheses were tested through PLS-SEM and PROCESS. Results confirmed the mediation effects of customer identification and brand love between CBR and CEB, and the positive direct impact of CBR on CEB. Furthermore, this study found that five aspects of CBR have different impacts on four dimensions of CEB. Lastly, the CBR–customer identification–CEB mechanism is stronger in the service than in the product industry, whereas there is no difference in the mediation mechanism of brand love between the product and service.
      PubDate: 2022-03-01
       
  • Gratifications sought versus gratifications achieved in online brand
           communities: satisfaction and motives of lurkers and posters

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      Abstract: Abstract The purpose of this paper was to better understand lurkers’ and posters’ motivations sought and motivations achieved for lurking and posting within online brand communities and the resulting satisfaction levels of both groups within brand communities. Overall, results indicated that there were no significant negative differences between what members were hoping to receive and what they did receive from the community (i.e. people achieved all that they hoped to when they joined—and more). Lurkers received fewer gratifications, but they were also seeking less from the community at the outset than their more active counterparts. Furthermore, gratifications achieved explained more variance in engagement than gratifications sought—so what people actually get out of the community, rather than what they intended when they joined, is more impactful in determining engagement. By understanding the difference between gratifications sought and gratifications achieved, the current study helps practitioners to understand not only why people join and participate in these groups, but their level of satisfaction with the community while also adding predictive power to the uses and gratifications theory by utilizing the concept of satisfaction to explain behaviour regarding continued (or discontinued) use of a medium.
      PubDate: 2022-03-01
       
  • Slow fashion branding: understanding what consumers value most

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      Abstract: Abstract This study was designed to provide evidence for the economic sustainability of slow fashion through developing a profitable brand position. To examine which attributes to highlight in order to successfully brand slow fashion in the Asia–Pacific region, this study surveyed consumers in Hong Kong (N = 314) and Korea (N = 326) and investigated the aspects of slow fashion that effectively increased purchase intentions and the willingness to pay a price premium for slow fashion products. The results of confirmatory factor analysis and stepwise regression analysis revealed that unique sets of slow fashion attributes could increase the likelihood of garnering consumers’ support. The results also showed that the key aspects that are most relevant to each group were inconsistent, implying the need for a distinctive promotional approach. By devising branding strategies based on these findings, the profitability of slow fashion through successful branding will ultimately resolve the sustainability issues inherent in the fashion industry.
      PubDate: 2022-03-01
       
  • Practices of brand extensions and how consumers respond to FMCG
           giants’ greening attempts

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      Abstract: Abstract We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions. (1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand extensions. (2) We discuss green brand extensions in four focus groups and categorize facets of consumer skepticism. (3) To deepen and triangulate the findings, we conduct 50 interviews with consumers with a wide range of environmental involvement. Our theoretical sampling offers rich insights into perspectives of consumers, however, limited to personal reflections on a subset of brands in the German FMCG market. First, we unveil three characteristics of green brand extensions, based on their benefits and beneficiaries. Moreover, we emphasize that in contrast to the original brand extension theory, the main image transfer is intended to focus on reverse greening effects. Second, we note that consumer responses reflect various categories of skepticism around FMCG giants as originators of such extensions as well as their underlying intentions. In addition, we interpret different effects of ecolabeling linked to its sender. Third, we empirically demonstrate that consumers with a higher environmental involvement can be expected to scrutinize green brand extensions more critically. Moreover, we describe consumer perceptions and evaluations linked to brand loyalty and brand knowledge.
      PubDate: 2022-02-10
      DOI: 10.1057/s41262-022-00274-w
       
  • Employee and visitor interactions in museums as a driver to convey the
           

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      Abstract: Abstract The aim of this study is to analyse the gap between the museum brand identity and the employee brand behaviour during the interaction with visitors. To achieve this objective, a qualitative methodology was carried out for both the collection of documentation to identify the main characteristics of museum brand identity and participant observation for the analysis of employee brand behaviour. The study has been conducted in seven museums and monographic centres of the artist Pablo Picasso in Spain and France. The application of participant observation has made it possible to deduce three types of employee brand behaviour: visual, verbal and emotional brand behaviour. The results highlight the connection of employee behaviour with the brand dimensions related to the product, the artist, the symbolism and the link with the territory. However, the digital sphere and the elements of identity related to the organisation are not reflected in the interaction between employees and visitors. The research emphasises the need for explicit brand behaviour in the museums analysed so that the organisation’s mission and values reach visitors through employee–visitor interaction.
      PubDate: 2022-02-10
      DOI: 10.1057/s41262-021-00267-1
       
  • Conceptualising attitudes towards brand genuinuity: scale development and
           validation

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      Abstract: Abstract This paper aims to conceptualise attitudes towards brand genuinuity by developing and validating a psychometric scale through four studies. Study 1 generates a pool of potential scale items through a review of the literature, thesaurus search, focus groups, and expert surveys. Study 2 confirms the unidimensionality of the scale items using confirmatory factor analysis. Study 3 establishes convergent, discriminant, predictive, and nomological validity. Finally, Study 4 confirms the generalisability of the scale by applying it in a different context. The process resulted in a 5-item unidimensional scale measuring attitudes towards the brand’s genuinuity. The results demonstrated that brand genuinuity is a unique construct, and distinct from related concepts, brand sincerity, and brand heritage. The development and validation of the current scale fill an important gap in the advertising literature. It provides a better understanding of and mechanism to measure attitudes towards brand genuinuity, which could not be measured with previous scales. Likewise, the scale provides important insights for brand managers and will be an important tool for managers to test and confirm the degree to which new advertising material exhibits brand genuinuity.
      PubDate: 2022-02-02
      DOI: 10.1057/s41262-022-00272-y
       
  • Evolution of luxury marketing landscape: a bibliometric analysis and
           future directions

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      Abstract: Abstract The concept of luxury is archaic, but it is only recently that luxury marketing (LM) has caught academic attention. The result is a growth in global publications. This study examines 34 years of scientific research on LM through bibliometric and content analysis of Scopus data consisting of 893 articles from 271 journals. Results reveal that though the field is still developing, it has been approached from multiple disciplines and methodologies. A structured bibliometric and content analysis enabled an in-depth study of the field’s evolution. Further, the results of bibliographic coupling indicate clusters of emerging themes in LM scholarship such as sustainability, social media marketing, counterfeiting, among others. Finally, a conceptual framework emerging from the thematic clusters and future research directions follow.
      PubDate: 2022-02-02
      DOI: 10.1057/s41262-022-00273-x
       
  • How should organizations engage and build relationships with mobile
           publics on social messengers

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      Abstract: Abstract Mobile-based social messengers are overtaking social networking sites as the new frontier for organizations to engage online stakeholders. This study provides one of the earliest empirical studies to understand how organizations should communicate with mobile publics to enhance public engagement and improve organization–public relationships. This study focuses on WeChat—one of the world’s most popular social messaging apps. Through an online survey of 859 WeChat users in China, results showed that organizations’ information dissemination, interpersonal communication, and two-way symmetrical communication strategies effectively drive public engagement with the organization on WeChat, which in turn nurtures quality organization–public relationships. Strategic guidelines based on the study findings are provided.
      PubDate: 2022-01-30
      DOI: 10.1057/s41262-021-00270-6
       
  • The anthropomorphic brand logo and its effect on perceived functional
           performance

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      Abstract: Abstract Anthropomorphic logos representing culturally embedded iconic character are used by firms to signal the expected performance of their brands. Yet, the extent to which such anthropomorphic brand logos influence consumers’ perceptions of an associated product’s or service’s functional performance is not well understood. We address this gap in the literature by conducting a study using a hypothetical anthropomorphized logo to gather survey data. Using structural equation modelling to test our research hypotheses, our findings show that an anthropomorphized logo representing a culturally embedded iconic character has a positive impact on perceived functional performance. More importantly, we show that the effect is strengthened as the appeal of the logo increases. Additional analysis revealed that logo-self connection explained the mechanism through which logo anthropomorphism affects the perceived functional benefits of the logo.
      PubDate: 2022-01-25
      DOI: 10.1057/s41262-022-00271-z
       
  • Corporate social and environmental responsibility advertising: Advertising
           effectiveness as a function of viewing context

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      Abstract: Abstract This study investigated the effects of corporate social and environmental responsibility (CSER) advertising, and programme-advertisement congruency, on advertising effectiveness. In a between-subjects design, participants (N = 128) viewed either three CSER or three neutral advertisements for the same brands embedded in either a “sustainable” or “neutral” programme. Measures of memory for advertising (free recall, cued recall, and brand recognition), and buying intention were obtained. The percentage recall and buying intention scores were significantly higher for CSER than neutral advertisements, but there was no effect on brand recognition. There were no significant effects of programme type nor significant interactions between programme and advertisement types found. The effectiveness of CSER advertising as measured by free recall was found to vary as a function of the brand being advertised, which was attributed to differences in the type of message being carried by the CSER advertisements.
      PubDate: 2022-01-25
      DOI: 10.1057/s41262-021-00269-z
       
  • The effects of nostalgia marketing on consumers’ brand extension
           evaluation

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      Abstract: Abstract This study examines the effects of nostalgia marketing on consumers’ evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more positive evaluations of the extension product than did participants who were shown advertisements without any nostalgia-evoking stimuli. In particular, in Study 2, the nostalgia effect was reinforced in participants who were primed with collective nostalgia rather than personal nostalgia. Lastly, in Study 3, the nostalgia effect on the evaluations of the extension product was more pronounced for participants who were primed with interdependent self than independent self.
      PubDate: 2022-01-21
      DOI: 10.1057/s41262-021-00264-4
       
  • Branded content experience in social media settings: a consumer culture
           theory perspective

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      Abstract: Abstract Social media has become a primary medium for brands to engage their customers. Brands are continually looking for ways to provide favourable experiences to engage customers on social media platforms. Despite the prolific research on social media in the marketing context, the consumer experience concept in social media remains underexplored to date. This paper addresses this gap by understanding consumer experience with the social media branded content using theoretical underpinnings of consumer culture theory and presenting a precise conceptualisation of consumer experience with the social media branded content. An accurate understanding of branded content experience will help practitioners enhance consumer engagement with their brands in social media. This study concludes with managerial implications and future research directions related to consumer experience in the social media context.
      PubDate: 2022-01-09
      DOI: 10.1057/s41262-021-00268-0
       
  • Reinventing a brand’s identity: effect of name and logo announcements on
           the stock price of Indian banks

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      Abstract: Abstract This research contributes to marketing literature by examining the signaling effect of two fundamental dimensions of brand identity: name and logo change. The purpose of this paper is to examine short and long-run market reaction to identity change through rebranding announcements of Indian banks from 2000 to 2019. The study uses event study methodology to estimate cumulative abnormal returns and market-adjusted buy-and-hold abnormal returns (BHARs) of rebranded banks and statistical significance is tested with both parametric and nonparametric test-statistics. The findings on an average suggest; (1) market reacts positively over the initial period around the announcement dates as investors realized positive and significant cumulative abnormal returns in short-run. (2) This positive short-term effects seem to be permanent as investors could earn positive and significant BHAR for holding their investments up to 12 months or 36 months interval following the month of announcement and with this banks significantly outperforms the NIFTY-BANK index. The study offers valuable insights to individual and institutional investors and also provides practical implications for bankers and for brand strategists. This significant and positive market reaction evidence can also serve as foundation for maximizing the financial value of such kind of strategic marketing actions.
      PubDate: 2022-01-09
      DOI: 10.1057/s41262-021-00266-2
       
  • Revisiting the effects of inward negative emotions on outward negative
           emotions, brand loyalty, and negative WOM

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      Abstract: Abstract This paper investigates the effects of consumers’ inward negative emotions on outward negative emotions, brand loyalty, and negative WOM. We examine the effects of consumer regret on brand hate felt by consumers while choosing a mobile network operator. The effects of brand loyalty and brand hate on negative WOM are also examined with the proposed model. We conducted an online survey on 414 individuals using a mobile network operator in Turkey. We analyzed data with structural equation modeling. The results show that consumer regret as a negative inward emotion has a positive effect on brand hate that is an outward negative emotion. Consumer regret also negatively affects brand loyalty and positively affects negative WOM. Results also revealed that brand loyalty does not affect negative WOM, while brand hate has a positive effect on consumers’ dissemination of negative information.
      PubDate: 2022-01-01
      DOI: 10.1057/s41262-021-00257-3
       
  • Building brand loyalty on social media: theories, measurements,
           antecedents, and consequences

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      Abstract: Abstract As social media has developed in the past two decades, researchers have been investigating how to build brand loyalty on social media platforms. However, there is a lack of comprehensive review on the findings of studies in this area. The purpose of this study is to identify research gaps and inform future research directions by conducting a field examination on the scholarship of building brand loyalty on social media. The study reviewed a total of 86 papers on building brand loyalty using social media published between 2009 and 2020. The results revealed five clusters of theories applied in this stream of scholarship, namely consumer self-identity and consumption style theories, brand community-related theories, decision-making theories, theories focused on communication medium, and relationship-based theories. Moreover, we identified eight major antecedents and five consequences of brand loyalty in the context of social media communities. Applying Oliver’s (1999) four-phase loyalty framework, we consolidate eleven categories of brand loyalty measurements and propose a framework of loyalty dimensions and its antecedents and consequences. Researchers who intend to conduct a brand loyalty study may find the examples of the measurement items summarized in this study useful for their research.
      PubDate: 2022-01-01
      DOI: 10.1057/s41262-021-00252-8
       
  • Brand equity retention after rebranding: a resource-based perspective

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      Abstract: Abstract In recent decades, the substitution of corporate brand names has been spurred by mergers, acquisitions, and corporate spin-offs. When a business unit is divested, brand equity must be transferred from an established brand name to a new brand name. The central research question addressed in this study is how a spin-off retains brand equity after rebranding. The study is based on a case study of the divestment and rebranding of a subsidiary of a multinational firm. A thematic analysis is conducted based on semi-structured in-depth interviews and archival data of the rebranding campaign. The case analysis grounds brand equity retention after rebranding in the resource-based theory. The findings indicate the perceived continuation of the spin-off’s intangible, tangible, and relational resources as the primary condition under which the spin-off retains the brand equity associated with the former parent company’s corporate brand name. This central insight raises theoretical and practical implications for the conceptualization of brand equity and brand names and the value of brand names. The ability of a brand entity to rebrand suggests that the value of a brand name can be based on the replacement costs of a brand name instead of the entire financial value of brand equity.
      PubDate: 2021-11-28
      DOI: 10.1057/s41262-021-00263-5
       
  • When do consumers prefer AI-enabled customer service' The interaction
           effect of brand personality and service provision type on brand attitudes
           and purchase intentions

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      Abstract: Abstract As artificial intelligence (AI) technology has advanced, it has become crucial to promoting service innovation and evolution. However, whether and when consumers prefer AI-enabled services remains unclear. This study addresses this question by investigating the matching effect of brand personality (sincerity vs. competence) and customer service provision type (human-staffed vs. AI-enabled) on brand attitudes and purchase intentions. Three scenario-based online experiments revealed that consumers prefer AI-enabled customer service when the brand personality is competence and human-staffed service when the brand personality is sincerity. These preferences lead to more positive brand attitudes and higher purchase intentions. We also found that perceived brand authenticity mediates the above relationships. Meanwhile, our investigation of the moderating role of consumer involvement found that the brand personality-service provision alignment’s positive effects emerge for high-involvement consumers but not for low-involvement consumers. These findings contribute to brand personality and authenticity theory and have practical implications for companies’ marketing strategies—elucidating, for example, how the effects of utilizing AI-enabled customer service may influence brand attitudes and purchase intentions regarding brands with different “personalities.”
      PubDate: 2021-11-08
      DOI: 10.1057/s41262-021-00261-7
       
 
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