Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of Twitter. An online experiment was conducted to explore the effects of interdependent self-construal on purchase and electronic word of mouth intentions through attitudes toward CSR campaigns on Twitter. Results found that the indirect effects were stronger when the number of Twitter followers was higher. Also, the indirect effects were presented for females, but not for males. Theoretical and managerial implications of these findings were also discussed in more detail.
Topic: consumer responses
Effects of Brand Name versus Empowerment Advertising Campaign Hashtags in Branded Instagram Posts of Luxury versus Mass-market Brands
Abstract: Through two studies, this research examined consumer responses to empowerment hashtags in social media–based fashion advertising. The findings of Study 1 indicated that consumers showed more favorable attitudes toward empowerment-campaign hashtags than brand-name hashtags, and that the perceived information value of hashtags meditated the relationship between hashtag type and attitudes toward the hashtags. Furthermore, consumer responses to the two hashtag types varied depending on the sophistication dimension of brand personality. Study 2 extended Study 1 by further examining the effects of empowerment hashtags on consumers’ attitudes toward ads and consumer–brand identification. Participants perceived greater information value from empowerment hashtags, showed more favorable attitudes toward the ads with empowerment hashtags, and identified more strongly with advertised brands. Theoretical and practical implications are discussed.
Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands
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.