Music congruency in a service setting: The mediating role of emotional and cognitive responses

Demoulin, Nathalie

doi:10.1016/j.jretconser.2010.08.007

Cited by 99 publications

(86 citation statements)

References 64 publications

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“…Finally, the current study found a positive association between favorability toward the airline and purchase intention in response to airlines' sponsorship, as demonstrated in extant congruence and sponsorship research [25,76]. This finding is also consistent with prior work by de Leaniz, et al [94], who found a positive influence of green image on the intention to pay in regard to environmentally certified hotels.…”

Section: Discussionsupporting

confidence: 91%

“…Importantly, previous investigations noted that there is an association between congruence and attitudinal (i.e., liking for the sponsorship), affective, and/or behavioral responses. In addition to congruency in a service environment, perceived congruence through social sponsorship has a positive influence on consumers' emotion and cognitive evaluation of the sponsorship [26,76], bolstering firm equity (i.e., affective and behavior responses; [25]). …”

Section: Brand-cause Sponsorship Congruence Favorability Toward the mentioning

confidence: 99%

“…Second, Demoulin [76] contributed to the understanding of congruence by furthering the mediating effect of the emotional state between congruence and cognitive evaluation of a fast-food restaurant environment, resulting in return intention. Similarly, based on a summary of theoretically grounded research, Cornwell, Weeks, and Roy [6] produced a conceptual framework of consumer-focused sponsorship marketing communications, which postulates the cognitive, affective, and behavioral effects of processing mechanics of sponsorship in consumers' minds.…”

Section: Brand-cause Sponsorship Congruence Favorability Toward the mentioning

confidence: 99%

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Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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Abstract:Cause sponsorship is one of the most frequently used cause-related marketing (CRM) strategies for extending brand image, often through strategic alliances with nonprofit organizations. Whilst airlines' corporate social responsibility (CSR) initiatives have received focused attention in the sustainable tourism literature, the effective development of cause sponsorship has not been understood. In particular, an understanding of airlines' cause sponsorship of non-sports related charitable causes and their influence on perceived congruence between the airline and its associated causes are limited. In order to address this gap, the study delves into the intersection of entrepreneurial marketing and sponsorship of environmental and/or social causes. It investigates the structural relationship between entrepreneurial marketing, congruence, favorability toward the airline, and purchase intention by analyzing a sample of 443 travelers on US-based full-service airlines using Structural Equation Modeling (SEM). The study demonstrates the positive effects of value creation and risk management on congruence, which in turn has a positive influence on travelers' favorability toward the airline. Further, it confirms that favorability toward the airline predicts purchase intention. This study highlights that entrepreneurial marketing efforts to create customer value, and effective management of the associated risks, are indispensable to successful conveyance of congruent airline sponsorship programs.

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Section: Discussionsupporting

confidence: 91%

Section: Brand-cause Sponsorship Congruence Favorability Toward the mentioning

confidence: 99%

Section: Brand-cause Sponsorship Congruence Favorability Toward the mentioning

confidence: 99%

See 1 more Smart Citation

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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“…Este resultado não é consistente com outros estudos (Demoulin, 2011;McGoldrick & Pieros, 1998) que encontraram significância estatística dos afetos dos consumidores nas avaliações dos ambientes de varejo de forma mais forte.…”

Section: Discussionunclassified

“…Para estes autores, as pistas ou sinais do ambiente de natureza estimulante, como o aroma, bem como a cor ou a música, devem majorar a própria natureza instigante do ambiente, elevando, assim, a avaliação do quão aprazível e interessante ele é. De acordo com alguns estudos (Baker, Levy, & Grewall, 1992;Chebat, Chebat, & Vaillant, 2001;Demoulin, 2011;Spangenberg, Grohmann, & Sprott, 2005), pequenas alterações no ambiente, tais como a inclusão da música ambiente, aumentam a percepção de um lugar agradável e original, criando, dessa forma, uma avaliação superior pelo indivíduo. Fischer (1974), em sua pesquisa, avaliou a qualidade estética do ambiente para grupos com pessoas semelhantes e dessemelhantes.…”

Section: Estímulos Da Música E Avaliação Da Qualidade Do Ambienteunclassified

Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista

Costa

Farias

2016

Rev. adm. contemp.

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Resumo Este artigo teve o objetivo de analisar o efeito da música ao vivo, comparada à música mecanizada, além da ausência de música, sobre o comportamento do consumidor em ambientes supermercadistas. Foram realizados dois experimentos de campo, em dois supermercados. Os resultados dos dois estudos mostram evidências empíricas de que a música ao vivo, comparada à música mecanizada (e à sua ausência), é capaz de influenciar os aspectos afetivos dos consumidores, levando os mesmos a avaliarem o ambiente de varejo de forma mais positiva, a apresentarem intenções de comportamento mais favoráveis, como recomendar a empresa para amigos, fazer comentários positivos, entre outros. Além disso, a música ao vivo mostra-se mais influente sobre o comportamento do consumidor quando estes estão menos concentrados com a atividade de compra.

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Atmospheric harmony in the retail environment: Its influence on store satisfaction and re‐patronage intention

Garaus

2016

J of Consumer Behaviour

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To trigger positive consumer responses, retailers spend large sums of money on arousing and entertaining store environment designs that do not always produce the desired positive consumer reactions. The current research provides a theoretical framework that offers an alternate explanation for shopper preferences regarding retail environments. Drawing on consumers' need for an environment that promotes understanding, this study indicates the importance of communicating a coherent store environment to effect store satisfaction and re‐patronage intention. Harmonious store environments facilitate understanding and comprehension; they enhance information processing and pleasure judgment. One laboratory experiment and one field experiment tested the proposed research framework. Insights from evolutionary and aesthetic psychology, consumer behavior research, and the Asian practice of Feng Shui all guided the manipulation of music and aesthetic design variables to create atmospheric harmony. The findings of both studies suggest that harmonious store environments increase pleasure and positively impact shopping satisfaction and re‐patronage intent, as mediated by shopping value. These findings offer a new perspective for creating pleasant store environments. Theoretical and practical implications are discussed. Copyright © 2016 John Wiley & Sons, Ltd.

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Music congruency in a service setting: The mediating role of emotional and cognitive responses

Cited by 99 publications

References 64 publications

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Efeitos da Música ao Vivo e Mecanizada em Ambientes de Varejo Supermercadista

Atmospheric harmony in the retail environment: Its influence on store satisfaction and re‐patronage intention

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