A time for heroes? Conceptualization, development and validation of the brand hero scale

Lin, Yu‐Ting; Foscht, Thomas; Eisingerich, Andreas B.

doi:10.1108/ejm-09-2021-0700

Cited by 6 publications

(1 citation statement)

References 59 publications

(129 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results of hypothesis testing indicate a significant positive influence of consumer purchase decisions on customer advocacy behavior. This finding is consistent with previous research (Keylock & Faulds, 2012;Lin et al, 2023). However, studies on the relationship between consumer purchase decisions and customer advocacy behavior are still relatively scarce, thus presenting opportunities for further research on this relationship.…”

Section: Discussionsupporting

confidence: 92%

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Yahya,

Nuryakin,

Handayani

2024

IJSSHR

View full text Add to dashboard Cite

The evolution of marketing, from traditional approaches to Marketing 4.0, has shifted the focus towards consumer behavior and advocacy. In this digital era, consumer empowerment and the significance of peer recommendations have reshaped marketing strategies. This study aims to investigate the relationships between brand awareness, brand image, consumer purchasing decisions, and customer advocacy behavior, with a specific focus on Kapal Api coffee consumers. Customer Advocacy Behavior, defined as consumer recommendations strengthening a brand, gains prominence in Marketing 4.0. Distinct from influencers, brand heroes advocate based on positive brand experiences. The study aligns with the 5A model, emphasizing the role of customer advocacy after the purchase decision. The research adopts a descriptive survey approach, utilizing a quantitative design. The sample consists of 258 Kapal Api coffee consumers, and data is collected through online surveys. The study applies Structural Equation Modeling (SEM) for data analysis. The analysis reveals significant positive relationships between brand awareness, brand image, purchasing decisions, and customer advocacy behavior. The study highlights the pivotal role of brand awareness and image in shaping consumer decisions and influencing post-purchase advocacy behavior. In conclusion, the research contributes valuable insights into the dynamics of brand awareness, brand image, purchasing decisions, and customer advocacy behavior within the context of Kapal Api coffee consumers. The findings emphasize the importance of cultivating strong brand awareness and a positive brand image to enhance consumer engagement and advocacy.

show abstract

Section: Discussionsupporting

confidence: 92%

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Yahya,

Nuryakin,

Handayani

2024

IJSSHR

View full text Add to dashboard Cite

show abstract

Is there a danger of making customers feel too empowered? Exploring the double-edged sword of customer orientation and creative benefits

Liu,

Mayerhofer,

Marchand

et al. 2024

EJM

View full text Add to dashboard Cite

Purpose This study aims to explore the extent to which customer orientation and creative benefits offered by a firm may weaken rather than strengthen customer engagement. In doing so, it sheds new light on how customer orientation and creative benefits may facilitate rather than hinder engagement by customers. Design/methodology/approach A field study provides a test of the proposed effects in a hedonic consumption setting with 1,703 customers of an online dating service. Furthermore, an experimental study with 277 executives in a functional consumption setting (new mobile app) helps affirm the robustness of the field study findings. Findings This research theorizes and examines how communal relationship norms between customers and a firm, along with customers’ psychological empowerment, mediate the effect of customer orientation and creative benefits on customer engagement. A provocative finding of the study is that communal relationship norms help boost, whereas psychological empowerment reduces, the effects of both customer orientation and creative benefits on customer engagement. Research limitations/implications The research examines different relationship norms and how they can become integral to customer–company relationships; this perspective helps reveal the underlying dynamics. It contributes to the literature on customer engagement by theorizing and demonstrating the link between customer orientation and customer engagement, two central constructs in the marketing literature. It theorizes and demonstrates that providing creative benefits brings about a direct competitive advantage for the product itself, and acts as a significant variable that explains the company−customer relationship. Practical implications The findings highlight the advantages and challenges associated with encouraging customer engagement. First, they suggest that companies emphasize their customer orientation and creative benefits. Second, managers should try to minimize the possible process of raising customers’ psychological empowerment while maximizing the impact of communal relationship norms. Originality/value This study identifies psychological empowerment as a key reason customer-oriented companies that provide creative benefits still struggle to engage their customers. It also suggests viable tactics to overcome barriers to enhanced customer engagement, such as by minimizing the effects of customers’ psychological empowerment while maximizing the impact of their perceived communal relationship norms.

show abstract

Open-World Games’ Affordance of Cognitive Escapism, Relaxation, and Mental Well-Being Among Postgraduate Students: Mixed Methods Study

Anto,

Basu,

Selim

et al. 2024

J Med Internet Res

View full text Add to dashboard Cite

Background Open-world games, characterized by their expansive and interactive environments, may offer unique cognitive escapism opportunities, potentially leading to relaxation and enhanced well-being. These games, such as “The Legend of Zelda: Breath of the Wild” and “The Legend of Zelda: Tears of the Kingdom,” allow players to experience a sense of freedom and autonomy, which can reduce stress and improve mental health. While previous research has examined the general impact of video games on mental well-being, specific studies on the effects of open-world games among postgraduate students are limited. Objective This study aims to investigate the relationships between cognitive escapism provided by open-world games and their effects on relaxation and well-being. The goal was to understand how the immersive nature of these games contributes to stress reduction and overall mental health improvement among postgraduate students. Methods A mixed methods approach was used, which involved in-depth exploratory qualitative interviews and a survey of 609 players of popular open-world games. Quantitative data were collected using standardized questionnaires to measure open-world games’ affordance of cognitive escapism, relaxation, and well-being. Qualitative data were obtained through 32 in-depth interviews that explored players’ experiences and perceptions of cognitive escapism, relaxation, and mental well-being. Results Qualitative data (n=32; n=15, 47% female; n=16, 50% male; n=1, 3% preferred not to disclose gender; mean age 23.19, SD 2.19 y) revealed that cognitive escapism through immersive game worlds allowed players to temporarily disconnect from real-world stressors, resulting in enhanced mood and psychological well-being. Players indicated that the nonlinear gameplay and freedom to explore interactive environments provided a sense of relaxation and mental rejuvenation. Quantitative analysis (N=609) showed a substantial mediating role of relaxation in the relationship between cognitive escapism offered by open-world games and well-being. Specifically, cognitive escapism had a significant positive effect on players’ relaxation (β=.15; SE 0.04; P<.001; 95% CI 0.0695-0.2331), which in turn had a significant and positive effect on players’ well-being scores (β=.12; SE 0.04; P=.002; 95% CI 0.0445-0.2032). Conclusions The study demonstrates that open-world games offer substantial benefits for cognitive escapism, significantly improving relaxation and well-being among postgraduate students. The immersive and autonomous nature of these games is crucial in reducing stress and enhancing mental health. Future research may investigate the long-term effects of regular engagement with open-world games and explore their potential therapeutic applications for managing stress and anxiety.

show abstract

A time for heroes? Conceptualization, development and validation of the brand hero scale

Cited by 6 publications

References 59 publications

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

The Effect of Brand Awareness and Brand Image on Customer Purchase Decisions and Customer Advocacy Behavior: A Study on Consumers of Kapal Api Coffee Brand

Is there a danger of making customers feel too empowered? Exploring the double-edged sword of customer orientation and creative benefits

Open-World Games’ Affordance of Cognitive Escapism, Relaxation, and Mental Well-Being Among Postgraduate Students: Mixed Methods Study

Contact Info

Product

Resources

About