2024
DOI: 10.1108/jpbm-11-2022-4230
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Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity

Sann Ryu

Abstract: Purpose This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers. Design/methodology/approach In Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (N = 150), the message effe… Show more

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Cited by 1 publication
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References 71 publications
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“…In response to high levels of acquisitive response leading to reduced purchase intentions for US products/brands in hidden consumption contexts, under situational animosity, practitioners and international marketers should consider a multifaceted approach to counteract this effect. Tailoring marketing efforts to align closely with local values and cultural norms can help reduce the negative perceptions associated with foreign brands (Oduro et al , 2024), while educating consumers about the brand’s contributions to local communities and its adherence to ethical standards can build trust and transparency (Nascimento and Loureiro, 2024; Ryu, 2024). Providing superior customer service and personalized experiences can foster positive word-of-mouth, potentially offsetting negative predispositions (Tran et al , 2024).…”
Section: Conclusion and Discussionmentioning
confidence: 99%
“…In response to high levels of acquisitive response leading to reduced purchase intentions for US products/brands in hidden consumption contexts, under situational animosity, practitioners and international marketers should consider a multifaceted approach to counteract this effect. Tailoring marketing efforts to align closely with local values and cultural norms can help reduce the negative perceptions associated with foreign brands (Oduro et al , 2024), while educating consumers about the brand’s contributions to local communities and its adherence to ethical standards can build trust and transparency (Nascimento and Loureiro, 2024; Ryu, 2024). Providing superior customer service and personalized experiences can foster positive word-of-mouth, potentially offsetting negative predispositions (Tran et al , 2024).…”
Section: Conclusion and Discussionmentioning
confidence: 99%