Betrayed by the Buzz? Covert Content and Consumer–Brand Relationships

Ashley, Christy; Leonard, Hillary

doi:10.1509/jppm.28.2.212

Cited by 79 publications

(59 citation statements)

References 45 publications

(58 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Trust acts like a bridge between satisfaction and individual relationships and directs positive transaction towards close relationships between brands and individuals (Hess & Story, 2005). Trust reflects certainty, honesty and ability in relationship between a brand and a consumer which is attributed to a brand by consumers (Ashley & Leonard, 2009). Trust in brand has two dimensions: 1.…”

Section: Trust In Brandmentioning

confidence: 99%

Evaluation of the Impact of Brand Purchase Involvement, Satisfaction, Experience and Brand Trust on Loyalty to Brand

Vazifehdoost¹

2014

MJSS

View full text Add to dashboard Cite

Brand is not only a name but it is a representative of a product class. Sometimes, a product's name is embedded in consumers' minds so firmly that consumers forget it is only a name and view it as equal to a product and service. Brands are considered as being very important in market. They are joints between consumers and companies. Loyalty to a brand is created when a customer believes that a brand reflects some aspects of his or her perception. If a brand establishes symbolic relationship with customers, they will be attracted to the brand and trust in the brand and become loyal to it. They will buy the product and believe in its supremacy. The present research tries to investigate the impacts of brand experience on satisfaction with brand and brand experience on trust in brand and in general, it investigates the impacts of brand purchase involvement, brand trust

show abstract

Section: Trust In Brandmentioning

confidence: 99%

Evaluation of the Impact of Brand Purchase Involvement, Satisfaction, Experience and Brand Trust on Loyalty to Brand

Vazifehdoost¹

2014

MJSS

View full text Add to dashboard Cite

show abstract

“…Renewable electricity, however, has a higher differentiation factor and is considered a high involvement product (Claudy, Michelsen and O'Driscoll, 2011) since consumers can have personal values connected to green electricity and an increased engagement to the product as a brand (Ashley and Leonard, 2009). In this research, however, the participants showed very limited engagement with green energy, not least to the impacting factors identified.…”

Section: Impacting Constructmentioning

confidence: 63%

“…Bird, Holt and Carroll, 2008) but consumer perceptions of what comprises a renewable source are not clear (Bergmann, Hanley and Wright, 2006;Borchers, Duke and Parsons, 2007;Ashley and Leonard, 2009;Larsen, 2013). The term "green electricity" commonly refers to electricity produced by technologies that do not vent damaging emissions into the atmosphere (Paladino and Pandit, 2012) and are generated from environmentally preferable energy sources (Truffer, Markard and Wüstenhagen, 2001).…”

Section: Defining Green Electricitymentioning

confidence: 99%

Defining green electricity from a consumer’s perspective: A cross-market explorative input for policy makers and marketers

Larsen¹,

Gudlaugsson²

2016

TVE

View full text Add to dashboard Cite

ÁgripMarkaðssetning rafmagns skiptir nú meira meira máli eftir að rafmagnsmörkuðum hefur verið skipt upp. Sér í lagi hefur áhersla á graent rafmagn aukist en það er þó svo að hugtakið er fremur óljóst í huga neytenda. Í greininni er sjónum beint að því hvaða þaettir skipta þá þátttakendur máli, sem tóku þátt í rannsókninni, við skilgreiningu á graenu rafmagni. Ennfremur er skoðað hvernig nota má skilgreininguna til að baeta árangur markaðsstarfs orkufyrirtaekja og auka skilning þeirra opinberu aðila sem koma að reglugerðum á orkumarkaði. Niðurstöður eru byggðar á rýnihópum sem voru framkvaemdir í fimm Evrópulöndum. Í greininni er komist að þeirri niðurstöðu að þótt það sé fremur flókið að skilgreina graent rafmagn út frá skynjun viðskiptavina þá eru nokkrir þaettir sem skipta lykil máli í því samhengi. Þeir eru meðal annars sjálfbaerni/ábyrgð fyrirtaekja, framleiðsla í heimabyggð, sjónraen áhrif og orkusparnaður. Skilgreiningin eru undir sterkum áhrifum frá nokkrum öðrum þáttum svo sem tortryggni, markaðssetningu, verði og þeirri staðreynd að burt séð frá því hver framleiðir rafmagnið þá er það alltaf eins þegar það berst til viðskiptavina. AbstractThe marketing of electricity is an increasingly significant issue following the liberalization of electricity markets. Substantial emphasis has been placed on green electricity, but the concept is vague to many consumers. In this paper, the focus is on defining green electricity from a consumer perspective and using the understanding gained to provide input for public energy policy and to improve the marketing activities of energy companies. The paper draws on findings from a qualitative study of focus groups that gathered consumer insights from five European countries. The authors argue that although defining green electricity from a consumer perspective is a complex process, several constructs, including sustainability/corporate social responsibility, local production, visual impact and saving energy, are key. The definition is strongly affected by other constructs, including scepticism, marketing, price, and the fact it does not matter who provides it as electricity looks the same to the consumer. IntroductionResearch on consumers' green electricity purchases has increased since countries first started to offer green electricity following the liberalization of markets in the 1990s. While some recent studies analyse viable options for companies selling green electricity and their efforts to appeal to energy consumers (Salmela and Varho, 2006;Paladino and Pandit, 2012), relatively few studies focus on the marketing function (Rowlands, Scott and Parker, 2003;Paladino and Pandit, 2012) or on understanding consumer behaviour and attitudes toward green electricity. In this paper, an attempt is made to increase understanding of consumer behaviour by outlining what they perceive green electricity to be. For practical marketing purposes the consumer's perception is important for effective communication, and for academic purposes the research fills the above mentioned a gap...

show abstract

“…Several recent studies have examined covert practices in the contexts of website sponsorship (Ashley and Leonard 2009), Internet cookie use (Miyazaki 2008), and online communities (Milne et al 2009). The findings suggest that when covert persuasion practices are uncovered, the mere knowledge of hidden intervention can lead to negative consumer attitudes toward marketers.…”

Section: Journal Of Marketing Communications 225mentioning

confidence: 99%

“…The escalating controversy surrounding covert marketing is made apparent by an increasing number of scholarly studies (e.g., Martin and Smith 2008;Rotfeld 2008) and regulatory interventions (FTC 2005(FTC , 2006(FTC , 2008(FTC , 2009. Prior studies have documented that consumers have less favorable brand attitudes and lower purchase intentions when they realize that a product is marketed covertly (Wei, Fischer, and Main 2008;Ashley and Leonard 2009;Milne, Rohm, and Bahl 2009). Interestingly, research also indicates that covert marketing may provide useful information in an unobtrusive manner, and helps to minimize consumers' cognitive dissonance (Milne et al 2008).…”

mentioning

confidence: 99%