Too much of a good thing? Consumer response to strategic changes in brand image

Gaustad, Tarje; Samuelsen, Bendik M.; Warlop, Luk; Fitzsimons, Gavan J.

doi:10.1016/j.ijresmar.2019.01.001

Cited by 34 publications

(24 citation statements)

References 37 publications

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“…Feeling empathy through the shared experience of the disadvantaged position is not difficult, and this drives the consumers' positive attitude toward the underdog (McGinnis et al, 2017). Thus, as discussed earlier, when value-related ethical transgressions (matching information) are committed, the symbolic positioning of the underdog brand may face critical judgments from consumers (Gaustad et al, 2019). The impact of functional transgressions (mismatching information) on the underdog brand positioning may be attenuated.…”

Section: Types Of Transgressions and Alignment With Brand Positioningmentioning

confidence: 98%

When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands

Kim

Park

2020

Front. Psychol.

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This research investigates the novel link between consumers' support for underdog brands and their ethical expectations of such brands and finds that the underdog brand positioning may not always be beneficial. Rather, we argue that the identificationbased supporting motivation for underdog brands may backfire when the accompanying specific moral expectation is not satisfied. Study 1 demonstrates that the underdog brand falls into an ethical trap in which consumers judge the brand more harshly when ethical transgressions are committed. In Study 2, the psychological underlying mechanism for this ethical underdog trap effect is proved to be perceived betrayal. In Study 3, a boundary condition, community-related (vs. autonomy-related) transgressions, is explored. In Study 4, the three types of transgressions (autonomy, community, and functional) and the mediating effects of perceived betrayal are tested in integrated research design. Finally, theoretical and managerial implications are discussed, followed by conclusions.

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Section: Types Of Transgressions and Alignment With Brand Positioningmentioning

confidence: 98%

When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands

Kim

Park

2020

Front. Psychol.

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“…Another dimension strongly associated with opposition to breastfeeding in public was “breastfeeding in public is disgusting.” This is reminiscent of the strong negative views elicited by other breastfeeding practices, for example, milk sharing (Tomori et al, 2017; Tomori, Palmquist, & Dowling, 2016) and that reflect a broader disgust and distrust in human milk (Van Esterik, 2002). While difficult in practice, repositioning brand image and company reputation is a key function of marketing in the commercial sector (Gaustad, Samuelsen, Warlop, & Fitzsimons, 2019; Keller, 1999), which could prove effective in shifting negative public perceptions and attitudes in this context. The “Got Milk” campaign, for instance, which was developed for the California Milk Processor Board, is one example among many of how a strategically focused image based marketing intervention is able to transform deeply embedded associations held in consumer memory about a product and turnaround falling sales (Holt, 2002).…”

Section: Discussionmentioning

confidence: 99%

Exploration of the Factors Influencing Attitudes to Breastfeeding in Public

2019

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Background: Negative attitudes toward breastfeeding in public have consistently been identified as a key barrier to breastfeeding continuation. In order to design effective social marketing campaigns to improve public attitude toward breastfeeding in public, it is critical to identify segments of the population who are less likely to support this activity, their underlying reasons, and the medium through which they can be reached. Research aim: The aims were to (a) identify the underlying dimensions that drive acceptance or opposition to breastfeeding in public, (b) test whether specific population segments were more or less likely to support breastfeeding in public, and (c) identify suitable media outlets to reach them. Methods: A cross-sectional survey testing agreement with 60 statements was administered online between May 2016 and May 2017 and was completed by 7190 respondents. Exploratory factor analysis was used to identify 12 dimensions driving acceptance or opposition to breastfeeding in public. The influence of demographics and media consumption on attitudes toward breastfeeding in public was tested using Welch’s t tests and one-way analyses of variance (ANOVAs). Results: Acceptance of breastfeeding in public was found to differ with gender, age, religion, and parental and breastfeeding status, but not household income. Support for breastfeeding in public also varied with media consumption habits. Conclusions: This work lays the foundation to design effective social marketing campaigns aimed at increasing public support for breastfeeding in public.

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“…According to Mitra and Jenamani (2020) the image of a brand is understood in the minds of consumers due to the kindness, strength and uniqueness of brand associations. Gaustad, Samuelsen, Warlop and Fitzsimons (2019) propose a theory of consumer response to changes that dampen or expand the associations that are central to brand image (due to brand acquisitions or repositioning). Current research examines the potential disadvantage of building brand associations that resonate with consumer identities and facilitate the interconnection of consumer brands.…”

Section: Literature Reviewmentioning

confidence: 99%

Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors

Braciníková¹,

Matušínská²

2020

CEBR

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The corporate brand represents a global set of perceptions of the unique functional and emotional attributes associated with it. These are the result of interactions of all the impressions, experiences, feelings and knowledge of all participating sides based on the products of the company, management style, and the planned or unscheduled communication activities. The study aims to describe Czech Millennials using demographic criteria in relation to their brand perception. The questionnaire was used as the research technique for gaining the primary data. The respondents were questioned about their opinions and perceptions of many issues such as attitudes towards brands, life values, willing to pay, making decisions, searching and buying products, preferences in the field of stability, having fun. Several statements from the questionnaire were tested for the purpose of this paper connected to the sense and sensibility in the decision buying process of Millennials as the consumers in the marketplace of the Czech Republic as one of the Central European countries. Afterwards, the Millennials are classed according to these pre-selected variables into groups by using a cluster analysis in such a way as to ensure the greatest similarity within the clusters and the greatest variation between clusters. Two clusters were formulated. From the carried out survey is obvious consumers with a lower degree of education are more emotional when they purchase goods than consumers with other achieved degrees of education. In relation to gender, we can allege that women are much more motivated by emotions. Younger Millennials are more likely to be motivated by emotions than older ones. Implications for Central European audience: Businesses in the 21 st century, especially in developed markets should focus on the adequate targeting of selected market segments to use adequate marketing programs because the use of mass marketing approaches in different areas of business is currently uncompetitive and sometimes totally impossible. Proper targeting has a significant impact on consumers' behaviour and their brand perceptions. The Central European countries such as Poland,

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Too much of a good thing? Consumer response to strategic changes in brand image

Cited by 34 publications

References 37 publications

When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands

When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands

Exploration of the Factors Influencing Attitudes to Breastfeeding in Public

Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors

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