Does the relationship between brand attitude, brand attachment and purchase intention vary based on the type of prosocial expression-based brand emoji?

Abstract

Purpose This study aims to analyze the most effective type of emoji for deriving positive marketing results by determining whether the relationship between brand attitude, brand attachment and purchase intention is moderated by the various types of prosocial expression-based brand emojis used. Design/methodology/approach An online survey was administered to Koreans in their 20s. Starbucks brand emojis were classified into three types: static gesture, animated gesture and a combined animated gesture and displayed word. A moderated–mediation analysis was performed to verify the research hypotheses. Gender, age, region of residence, frequency of Starbucks use and Starbucks favorability were used as control variables. Findings Animations in emojis were shown to strengthen the marketing effect. Further, combining animated prosocial gestures and displayed words had a more positive marketing effect than merely applying animated prosocial gestures. Originality/value This study closely examined the role of verbal, in the form of colloquial words, and nonverbal aspects, in the form of emojis, in the creation of positive business outcomes. Additionally, the positive marketing effect of animated emojis is discussed from a mechanistic point of view by linking research results to those in the field of neuroscience (mirroring by mirror neurons).

Faktor Yang Mempengaruhi Brand Attachment Dan Positive Word-of-Mouth Pengguna Mobile Banking Terhadap Mobile Banking Service Quality

“…Ditemukan bahwa usability aplikasi seluler mempengaruhi keterlibatan merek, yang berkolerasi kuat dengan brand attachment. Brand attachment, terutama timbul melalui adanya interactivity (Jeon, 2022). Dalam penelitiannya, interactivity secara positif mempengaruhi keterlibatan konsumen dengan merek di saluran mobile banking (Garzaro et al, 2021).…”

“…Mobile service quality, sebagian besar dikaitkan dengan kepercayaan, kepuasan, dan niat dalam menggunakan mobile banking. Persepsi seperti kemudahan dalam penggunaan (usability) dari aplikasi mobile mempengaruhi pengalaman pelanggan (Jeon, 2022). Kemudahan usability secara positif mempengaruhi attachment (Kim et al, 2016).…”

When does customization improve brand attitude?

“…Consumers' attitude toward the brand (cognitive response) and relationship with the brand (emotional response) are interrelated constructs (Aggarwal, 2004;Jeon, 2022) such that brand attitude varies based on the strength of the consumer-brand relationship (Swaminathan et al, 2007). As perceived partner quality is a key dimension of the brand-customer relationship, higher perceived partner quality leads directly to a more positive brand attitude (Ahn and Back, 2018).…”

“…consumer’s intimacy or interdependence with the brand), perceived partner quality is focused on the brand’s action toward the consumer (Monga, 2002) and can be used independently to capture the consumer–brand relationship (i.e. Hayes et al , 2006; Jahn et al , 2012).…”

“…Consumers infer a brand’s partner quality based on the brand’s orientation (“to what extent a brand listened to and showed interest to me”; Jahn et al , 2012), functional performance (“to what extent a brand is reliable and able to solve problems for me”; Aaker et al , 2004), and brand personality and attractiveness (Hayes et al , 2006). Higher perceived partner quality is positively related to consumer satisfaction (Aaker et al , 2004), brand commitment and trust (Jahn et al , 2012). Importantly, for unfavorable brands, perceived partner quality is a key to restoring consumer’s perceptions associated with such brands (Veloutsou et al , 2020).…”