Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands
Journal of Social Psychology.
Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology.
Abstract: In this study, we propose a new concept, brand awe, and explores its nature, underlying dimensions, and roles in relation to consumer responses. Brand awe is a specific mixture of emotions that consumers feel when they encounter a luxury or premium brand that they perceive to be vast and, thus, requires a schematic accommodation. Exploratory Factor Analysis (N = 205) and Confirmatory Factor Analysis (N = 256) of the survey data based on fourteen brands yielded three dimensions of brand awe: Euphoria, Enthrallment, and Vastness. Results support the reliability and validity of the brand awe construct and the important mediating roles of brand awe between its triggers (i.e., prestige, luxuriousness, excellence, and innovation) and consumer responses.
In-Stream Video Advertising: Effects of Congruence and Advertisement Positions on Consumer Response
Abstract: This study examines the effects of ad-context congruence and ad positions on consumers’ response in an in-stream video advertising setting. Findings of the study indicate that, regardless of ad positions, ad-context congruence improved recall and recognition of the brand while ad-context incongruence facilitated recall of ad content. Taking ad position into consideration, contextual congruence […]
Karen Whitehill KingShuoya Sun
Accepted for presentation at the 2019 American Academy of Advertising (AAA) Annual Conference, March 2019, Dallas, TX. read more