The consumer psychology of brands

Schmitt, Bernd H.

doi:10.1016/j.jcps.2011.09.005

Cited by 394 publications

(311 citation statements)

References 140 publications

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“…In the case of live music events these may be the musicians themselves, the venue, the alcohol consumed, the promotional, sponsorship or social marketing messages within the event. Schmitt (2012) suggests using techniques developed in neuroscience as one way to understand the effects of brand experience. However, this is not easily achieved in a real time naturalistic setting without intruding upon and influencing the experience.…”

Section: Experience and Live Eventsmentioning

confidence: 99%

Capturing emotions: experience sampling at live music events

Wood

Moss²

2015

Arts and the Market

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Purpose – Using techniques developed mainly in subjective well-being and “happiness” studies, the purpose of this paper is to discuss the applicability of these and related methods for understanding and evaluating the emotional responses experienced within the live music event environment. Design/methodology/approach – The concept of “experience” is debated and set within the context of music events designed to create a specific type of emotional experience for the attendees. The main tools for researching experiences over a time period are considered focusing on the “experience sampling method” (ESM) (Csikszentmihalyi, 1997) and the “day reconstruction method” (Kahneman et al., 2004). These methods are critiqued in terms of their usefulness and practicality as research tools in the study of audience emotions. Findings – A revised method was then developed and a small-scale trial undertaken at a live music event, the results of which are presented and discussed. A conceptual model illustrating the interconnectedness of experience is introduced as an example of the application of the data gathered through this method to theory development. The paper concludes by reflecting on both the methodological appropriateness and practicality of ESMs as a way of gathering valuable data on the emotions engendered by events. Research limitations/implications – An obstacle yet to be overcome is using this data to predict attitudinal and behavioural change related to arts marketing goals. However, studies in other areas have clearly shown that emotional response is a significant indicator of future behaviour suggesting that the potential is there. Practical implications – The trialled method provides a useful starting point for better understanding the complexity of emotional effects triggered at live music events. Originality/value – The paper concludes that an adaptation of these methods has the potential to provide much needed rich and credible data on the feelings and emotional reactions triggered by different elements of a live event.

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Section: Experience and Live Eventsmentioning

confidence: 99%

Capturing emotions: experience sampling at live music events

Wood

Moss²

2015

Arts and the Market

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“…Hospitals tendency towards offering distinguished quality and according to customers' needs helps them be superior and valuable among customers. This also increases personality and serf confidence 34 . In subject hospitals in the present study competitive policies have been observed, which are a way of improving the level of performance and service acceptance 35 .…”

Section: Discussionmentioning

confidence: 97%

Comparative Study of Branding in Iranian Public Hospitals and Some other Public Hospitals in Selected Countries

Afzal¹,

Modarresi²,

Maleki³

et al. 2016

Biosci., Biotech. Res. Asia

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Applying branding models by health sectors of other countries, leads to delivering quality products and services tailored to customer needs. The objective was a comparative study of branding in Iranian public hospitals and some other public hospitals in selected countries. In this descriptive-comparative study, hospitals that have implemented successful branding were selected from Britain, Canada, Australia, New Zealand, China, Ireland, South Korea and South Africa. A similar public hospital in Iran was also entered in this study. To collect data of hospitals under study, papers, and dissertations of electronic databases i.e. NHS, WHO and reports of selected hospitals were utilized. Collected data were summarized and classified based on the variables of the study and compared and analyzed in comparative tables. Each of the hospitals under study has taken some measures such as organization's competitive position, branding strategies, established brand and relationship with customers and has utilized the results to attract more patients and reduce the health expenditures; While Iran has limited experience in using this model in public hospitals. With regard to actions taken in selected hospitals to extend the branding, using their experiences in Iran, drafting, and adoption of policies and guidelines in this regard due to Iran's local conditions are highly recommended.

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“…Beyond mere sensory stimulation, a brand can induce positive or negative moods and enable consumers to feel joyful and happy, or angry and sad (Schmitt, 2012) . These feelings or emotions may influence a consumer's level of attachment to the brand.…”

Section: Brand Identificationmentioning

confidence: 99%

The effect of vertical brand extensions on consumer-brand relationships in South Africa

Muroyiwa

Abratt

Mingione

2017

SAJBM

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers' perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.

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The consumer psychology of brands

Cited by 394 publications

References 140 publications

Capturing emotions: experience sampling at live music events

Capturing emotions: experience sampling at live music events

Comparative Study of Branding in Iranian Public Hospitals and Some other Public Hospitals in Selected Countries

The effect of vertical brand extensions on consumer-brand relationships in South Africa

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