The relevance of irrelevance in brand communication

Albrecht, Carmen-Maria; Neumann, Marcus M.; Haber, Tobias E.; Bauer, Hans H.

doi:10.1002/mar.20378

Cited by 10 publications

(25 citation statements)

References 89 publications

(93 reference statements)

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“…Brand communication was measured by a four-item questionnaire that was comprised of brand image characteristics identified by researchers [82]. Items such as "When I saw the presentation of the brand, I felt the information: (1) might be worth remembering", (2) "might be interesting", (3) "might be worth", and (4) "might be valuable".…”

Section: Methodsmentioning

confidence: 99%

“…Despite extant work on how individuals contribute to help develop brand identity, our knowledge of management-led processes constituting part of the wider process of a socially constructed brand identity is still under-developed [87]. Brand identity was measured by an eight-item questionnaire adopted from Albrecht et al [82]. In the present work, we use items such as "The brand shown is distinct from other brands", "The brand shown is unique from other brands" and that are anchored by a 7-Likert type scale ranging from 1-completely disagree to 7-completely agree to get the respondents' recognition of the smartphone brand they use at present.…”

Section: Methodsmentioning

confidence: 99%

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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

et al. 2020

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The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers' purchase behavior, it is crucial to understand the driving force behind their choice of one specific brand among various competitors. A few prior researches have demonstrated that not only the optimal experience of flow, but also identity features (i.e., self-identity, social identity, brand identity) facilitate a customer's purchase intention. Previous studies also indicate that brand-related constructs (e.g., typically brand image but sometimes also brand personality and communication) predict purchase intention. As the first study combining flow, which focuses on investigating the consumer purchase behavior through identity and brand-related constructs, we propose a conceptual model that combines flow theory, brand image, brand communication, brand identity, and brand personality to investigate purchase intention. We have empirically tested the conceptual model based on the data collected from 1377 Chinese smartphone users. Results via the structural equation modeling with AMOS software indicated that flow experience, brand image, brand communication, brand personality, and brand identity all directly or indirectly explain purchase intention. Flow experience serves a critical role in mediating the path from brand communication, brand personality, and brand identity to purchase intention. The research focuses on the strategic implication of the various brand features management and aims to harmonize economic, social, and environmental sustainability.Sustainability 2020, 12, 3391 2 of 22 to maximize immediate economic profit with little care for its long-term sustainability in terms of economic, environmental, and social impacts. This is a common global phenomenon that affects the global world community, irrespective of culture, language, latitudes, geography, religion, policy, etc. Meanwhile, the levels of analyses for such phenomena encompasses all STEM (Science, Technology, Engineering and Mathematics) and SSH (Social Sciences and Humanities) disciplines. However, one of the keystones of this global contemporary phenomenon is the interface among this technology and its users, which are responsible for its universal adoption. The psychological level of analysis is a key to better understand the behavior of smartphone users. Furthermore, there are other inputs that are important to understand consumers' purchase driving force. For example, the motivations behind individuals' choice and purchase intention of a specific brand among various brands of smartphone needs to be further explored on both the psychological and economic level. Therefore, acquiring deeper knowledge at the psychological level could contribute ideas and insights for developing strategies to better cope with the various negative consequences by finding new ways to harmonize social, environmental, and economic sustainability, and, consequently, to develop strategies...

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Section: Methodsmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

et al. 2020

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“…We use the term irrelevant information to refer to literature on information and attributes that are trivial or non-diagnostic for the purpose of evaluation and decision-making. Irrelevant information can play a role in consumer perceptions and preferences (Albrecht, Neumann, Haber, & Bauer, 2011;Broniarczyk & Gershoff, 2003;Carpenter, Glazer, & Nakamoto, 1994;Simonson, Carmon, & O'Curry, 1994). However, few studies have addressed the effects of irrelevant information in the context of reviews and eWOM.…”

Section: Irrelevant Informationmentioning

confidence: 99%

Positively useless: irrelevant negative information enhances positive impressions

2016

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This research examines the impact of irrelevant information and its valence (positive or negative) on consumers' evaluations, choices, and post‐choice satisfaction, within the context of online reviews. We demonstrate that seemingly irrelevant online reviews can enhance positive impressions, but only if they are labeled with a negative valence (e.g., with a one‐star rather than a five‐star rating). A series of studies provides support for this positive effect of negatively valenced irrelevant information; namely, the inclusion of a negatively valenced irrelevant review alongside positive reviews leads to greater product preferences, as consumers feel confident that the information they have about the product is more complete. We also demonstrate the moderating role of review source.

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“…the goal for a consumer to provide reasons of why he/she chooses brand A over other brands (Van Osselaer, 2005). A trivial attribute may become important when it is unique across alternatives of brands and helps to fulfill the goal of justifying a choice (Albrecht et al, 2011;Brown and Carpenter, 2000;Miljkovic et al, 2009;Simonson et al, 1993). Another example is that consumers may want to reduce cognitive dissonance (e.g.…”

Section: Introductionmentioning

confidence: 99%

How non-consumption goals (elicited by competitive setting or social risk) and self-confidence influence the importance of trivial attributes in product evaluation

Xiao

2016

EJM

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Purpose This research aims to provide new empirical evidence, showing that trivial attributes can exert a significant impact on product evaluation when they help to fulfill non-consumption goals (goal that goes beyond functional benefits). Design/methodology/approach The research presents two experimental studies that investigate the role of trivial product attributes in various non-consumption contexts. Findings Trivial attributes can have a significant impact on product evaluation when they help to fulfill non-consumption goals. First, in the non-competitive versus competitive choice settings, a trivial attribute becomes more important when it helps to make a choice (i.e. a non-consumption goal). Second, in the low versus high social risk settings, a trivial attribute becomes more important when it helps to reduce a social risk (i.e. a non-consumption goal). In addition, self-confidence is a moderator, which regulates consumers’ ability to rely on trivial attributes in making product choices. Research limitations/implications The social risk manipulations (high vs low) were operationalized by manipulating the impression motive related to social risk. The more important a goal is, the more risk consumers feel in decision making (Lazarus, 1991). Therefore, risk is a proxy of the goal strength or goal relevance. Future research is needed to examine goal strength’s sole influence on the perception of the trivial attribute. Practical implications From managerial perspective, trivial attributes can help companies to improve their sales. For example, a way to increase an attribute’s importance is to put the product in a competitive setting. Increasing a social risk further increases the influence of trivial attributes. When less confident consumers perceive the social risk is high, they prefer a brand with a trivial attribute. For consumers, the findings also suggest that consumers should not be tempted to consider trivial attributes in their purchase decisions. Reconsidering attributes and increasing self-confidence could help maintain focus on non-trivial attributes. Originality/value The study makes several contributions to theory and practice. This is the first study to systematically propose a framework of how trivial attributes’ role in product evaluation and choice change based on goals. The paper clarifies confusions about the definitions of trivial attributes and reconciles contradictory findings in literature. A trivial attribute can be instrumental in evaluation and choice when it helps to achieve a non-consumption goal. It is also the first study to introduce social risks into trivial attributes research in choices. The findings provide empirical evidence that social risks and self-confidence together drive consumers to prefer for trivial attribute.

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The relevance of irrelevance in brand communication

Cited by 10 publications

References 89 publications

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone

Positively useless: irrelevant negative information enhances positive impressions

How non-consumption goals (elicited by competitive setting or social risk) and self-confidence influence the importance of trivial attributes in product evaluation

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