The role of brand in overcoming consumer resistance to autonomous vehicles

Casidy, Riza; Claudy, Marius; Heidenreich, Sven; Camurdan, Efe

doi:10.1002/mar.21496

Cited by 28 publications

(28 citation statements)

References 128 publications

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“…This means that the emotional associations of self-expansion that exist between consumers and brands should be transferred to the extension (Shokri and Alavi, 2019). Additionally, self-brand connections represent experience and familiarity that could influence consumers' acceptance of brand extensions (Casidy et al, 2021). Therefore, this study hypothesises that, H3.…”

Section: Brand Nostalgia and Intentions To Purchase Brand Extensionsmentioning

confidence: 89%

“…Self-brand connections and intention to purchase brand extensions Brand extensions are likelier to receive favourable assessments from consumers with strong self-brand connections. Doing so might help consumers successfully preserve their own identity and self-concept (Casidy et al, 2021). Brand concept similarity may be transferred in terms of the consumers' affect for the brand (Hanslin and Rindell, 2014), especially if the relationship is strong (Park and Kim, 2001).…”

Section: Brand Nostalgia and Intentions To Purchase Brand Extensionsmentioning

confidence: 99%

“…Consumers are likely to identify themselves as users of a brand since its heyday (Saju et al , 2018) or as members of a group of brand users (López et al , 2017). An extended brand that promotes the conservation and continuity of consumer identity is likelier to strengthen consumers’ purchase intentions (Casidy et al , 2021). Hence, assessing the influence of brand nostalgia and self-brand connections on consumer intention to purchase brand extensions is crucial.…”

Section: Introductionmentioning

confidence: 99%

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Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

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Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions. Design/methodology/approach The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method. Findings The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions. Research limitations/implications The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions. Practical implications Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments. Originality/value To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

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Section: Brand Nostalgia and Intentions To Purchase Brand Extensionsmentioning

confidence: 89%

Section: Brand Nostalgia and Intentions To Purchase Brand Extensionsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

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“…Third, the experimental approach helps establish causality and high levels of internal validity; we used fictitious brands to avoid potentially confounding influences of brand attitudes or familiarity. But in reality, self‐brand connections and the brand concept might affect consumers' adoption of AI technologies (Casidy et al, 2021). These brand‐related factors then might moderate the effect of mechanistic explanations on data collection concerns and the adoption of AI technologies.…”

Section: Discussionmentioning

confidence: 99%

“…But in reality, self-brand connections and the brand concept might affect consumers' adoption of AI technologies (Casidy et al, 2021). Similarly, our experimental studies took place online, which is not per se a limitation-the adoption of many AI technologies occurs online (e.g., subscribing to TV streaming service providers)-but we acknowledge that the shopping experience and related data collection concerns may differ if the consumer shops online or in stores.…”

Section: Limitations and Further Researchmentioning

confidence: 98%

Explaining how algorithms work reduces consumers' concerns regarding the collection of personal data and promotes AI technology adoption

Querci

Barbarossa

Romani

et al. 2022

Psychology and Marketing

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Consumers' concerns about how companies gather and use their personal data can impede the widespread adoption of artificial intelligence (AI) technologies. This study demonstrates that mechanistic explanations of AI algorithms can inhibit such data collection concerns. Four independent online experiments show a negative effect of detailed mechanistic explanations on data collection concerns (Studies 1a and 1b), as well as mediating influences of a subjective understanding of how AI algorithms work (Study 2) and increased the likelihood to adopt AI technologies after data collection concerns have been mitigated (Study 3). These findings contribute to research on consumer privacy concerns and the adoption of AI technologies, by identifying (1) a new inhibitor of data collection concerns, namely, mechanistic explanations of AI algorithms; (2) the psychological mechanisms underlying mechanist explanation effects; and (3) how diminished data collection concerns promote AI technology adoption. These insights can help companies design more effective communication strategies that reduce the perceived opacity of AI algorithms, reassure consumers, and encourage their adoption of AI technologies.

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Do not put the blame on me: Asymmetric responses to service outcome with autonomous vehicles versus human agents

Pozharliev

Angelis

Donato

et al. 2022

J of Consumer Behaviour

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The present study aims to examine customer responses to negative (vs. positive) service outcome with an autonomous vehicle (AV) vis-à-vis human agent. In the first study we manipulate the outcome of the service (negative vs. positive) and the type of service agent (AV vs. human) to evaluate customers' satisfaction with the service.Based on the results of the first study, in the second study we focus only on the negative outcome scenario and we examine how the perceived blame of the AV (vs. human agent) affects customers' satisfaction. Finally, in the third study we introduce another mediator, namely perceived competence, which explains why people attribute less blame to the AV (vs. human agent). Customers' satisfaction is higher for the AV only in the case of a negative service outcome, while no differences emerge when the service had a positive outcome. Additionally, AVs (vs. human agent) are perceived as less competent and blameworthy, leading to a higher customer satisfaction with the service in case of a negative outcome. These results show a customer under-reaction to negative service outcome with AVs. This has relevance for the design and policy implications related to AVs. Our results also provide insights into the psychological underpinnings of acceptance of AVs replacing human agents. This study extends previous literature by showing circumstances in which customers are more (or less) satisfied with an AVs (vs. human agents) and the psychological drivers of these asymmetrical responses.

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The role of brand in overcoming consumer resistance to autonomous vehicles

Cited by 28 publications

References 128 publications

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Explaining how algorithms work reduces consumers' concerns regarding the collection of personal data and promotes AI technology adoption

Do not put the blame on me: Asymmetric responses to service outcome with autonomous vehicles versus human agents

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