Branding and product evaluation across Chinese regions

Tam, Charles Chin Chiu; Elliott, Greg

doi:10.1108/02634501111138554

Cited by 5 publications

(3 citation statements)

References 53 publications

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“…This sector serves sophisticated consumers who are experienced and demanding (Chan et al, 2016) and also receptive to innovative technology with high economic status and education (Lee, 2014). Consumers are equipped with significant knowledge of international brands (Tam and Elliott, 2011), including the major smartphone brands (the focal product category in this study), which are available in major retail outlets.…”

Section: Data Collection and Samplementioning

confidence: 99%

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Cheung

Pires

Rosenberger

2020

APJML

250

221

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PurposeThis paper investigates the impact of social-media marketing elements, namely entertainment, customisation, interaction, electronic word-of-mouth (EWOM) and trendiness, on consumer–brand engagement and brand knowledge.Design/methodology/approachUsing an online survey, the study collects data in Hong Kong from 214 experienced social-media users, as indicated by their consumption of a durable technology product, a smartphone. We used partial least squares structural equation modelling (PLS–SEM) to test the links between social-media marketing elements, consumer–brand engagement and brand knowledge.FindingsThe results reveal that interaction, electronic word-of-mouth and trendiness are the key elements directly influencing consumer brand engagement, then strengthening brand awareness and brand knowledge. This contrasts with the non-significant results found for the influence of entertainment and customisation on consumer–brand engagement.Research limitations/implicationsHaving cross-sectional nature, the study focuses on one single product, smartphones, at one location, Hong Kong. Future research may enhance the generalisability of the findings by replication in other countries with diverse cultures, such as countries in Latin America and Africa and examine other industries and other products, such as the service sector and convenience products with a low involvement level.Practical implicationsMarketers may strengthen consumer–brand engagement by using content that is trendy, along with encouraging interaction and positive EWOM on social-media platforms, in order to build strong and positive brand knowledge in consumers' minds.Originality/valueThis study contributes to the branding literature by providing an understanding of the role of social-media marketing elements in the brand-building process. Social media is a marketing channel recognised by its effectiveness in communicating brand-related information and its role as a means to stimulate consumers' brand engagement and brand knowledge. However, how effective these elements are for these purposes remains to be established. By empirically testing a theoretical model, this study confirms that specific social-media marketing elements, namely interaction, EWOM and trendiness, are critical drivers in the brand-building process in Hong Kong.

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Section: Data Collection and Samplementioning

confidence: 99%

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Cheung

Pires

Rosenberger

2020

APJML

250

221

View full text Add to dashboard Cite

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“…First, findings show that brand source partially moderates the country-of-origin image/consumer brand evaluation relationship, although the subgroup analysis revealed that global brands receive more favorable ratings from consumers than local brands (Tam and Elliot, 2011). Research has shown that factors such as xenocentrism and cosmopolitanism may account for these preferences and evaluative judgments (e.g.…”

Section: Discussionmentioning

confidence: 94%

Country-of-origin image and consumer brand evaluation: a meta-analytic review

Oduro,

De Nisco,

Petruzzellis

2023

JPBM

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Purpose This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship. Design/methodology/approach A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software. Findings Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance. Originality/value This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

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“…Hong Kong is an international city with a competitive, free-market economy (Barnes et al , 2009) and a well-developed retail sector (Liao and Shi, 2009). Hong Kong consumers are knowledgeable of international brands (Tam and Elliott, 2011), and particularly the major smartphone brands in the focal product category, which were available in major Hong Kong retail outlets. Hong Kongers are also regular users of social media, such as Facebook (Chan and Guillet, 2011; Cheung et al , 2011; Ng, 2016).…”

Section: Methodsmentioning

confidence: 99%

Exploring consumer–brand engagement: a holistic framework

Cheung

Pires

Rosenberger

2020

EBR

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Purpose This paper aims to investigate the causal relationships between constructs related to consumer–brand engagement (CBE), including consumers’ enduring involvement, ongoing information search behaviour, online engagement behaviour and brand attitude in Hong Kong. Design/methodology/approach The theoretical framework is tested using data from 302 customers of a durable technology product, a smartphone, in Hong Kong, collected using a self-administered online survey. Partial least squares-structural equation modelling was used to analyse the data. Findings The results reveal that consumers’ enduring involvement and ongoing information search behaviour are key drivers of CBE, ultimately enhancing customers’ brand attitude. The importance of enduring involvement in strengthening ongoing search behaviour, online engagement behaviour and CBE is confirmed, together with the importance of ongoing search behaviour in strengthening CBE. Further analysis demonstrated the full mediating role of ongoing search behaviour in the relationship between enduring involvement and online engagement behaviour, such that CBE fully mediates the impact of ongoing search behaviour on brand attitude. Research limitations/implications The research contributes to the extant literature by providing an understanding of how to strengthen CBE for durable technology products, such as smartphones. However, this study is cross-sectional in nature, focusing on smartphones in Hong Kong only. Thus, future research should consider comparisons between countries with diverse cultures as well as other industries, such as the service sector, to enhance the generalisability of the study’s findings. Practical implications Marketers should seek to heighten customers’ involvement levels by encouraging customer–brand interactions, which is not only useful in encouraging customers’ ongoing search and online engagement behaviour but also critical in strengthening CBE. Additionally, marketers are recommended to encourage customers’ ongoing search behaviour (at the category level), which is useful in encouraging consumers’ online engagement behaviour as well as strengthening CBE. Originality/value The role of ongoing search behaviour in brand building has received little attention in the branding literature. This paper makes a noteworthy contribution to CBE research by empirically testing a holistic framework, confirming that enduring involvement and ongoing search behaviour are critical drivers in the process of strengthening CBE. This paper also demonstrates the mediation roles of ongoing search behaviour and CBE in the holistic framework.

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Branding and product evaluation across Chinese regions

Cited by 5 publications

References 53 publications

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge

Country-of-origin image and consumer brand evaluation: a meta-analytic review

Exploring consumer–brand engagement: a holistic framework

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