We share; we connect: how shared brand consumption influences relational brand connections

Kara, Selcan; Vredeveld, Anna J.; Ross, William T.

doi:10.1002/mar.21089

Cited by 15 publications

(31 citation statements)

References 72 publications

(159 reference statements)

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“… Distress and religious/pharmaceutical marketing (McGraw et al., 2012) Failure and distress (Lee et al., 2013) Attachment and distress (Hung & Lu, 2018; Kara et al., 2018; Lin et al., 2016) …”

Section: Overviewmentioning

confidence: 99%

“…Distress has majorly been studied as an emotion that a consumer experiences when its relationship fails, for instance, when consumers favourite television show ends (Lin et al., 2016), or separation from a brand occurs due to its discontinuation (Hung & Lu, 2018; Kara et al., 2018). Consumers usually believe that organizations gain from marketing goods and services; therefore, they expect organizations focussing on individuals' spiritual and physical well‐being should give precedence to social duties.…”

Section: Overviewmentioning

confidence: 99%

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Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

117

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Emotions have a compelling and strong effect on individuals actions and behaviours. They are elicited in consumers during the decision‐making process through brand‐related stimuli. Negative emotions towards a brand can translate directly into actions against it, for instance, propagating negative word of mouth, avoidance and vengeance. Although scholars have conducted consumer–brand relationship (CBR) research for over 20 years, our understanding of negative emotions is still limited. Research in the consumer–brand relationship domain so far has predominantly focused on positive emotions and its constructs. However, with a recent surge in the studies on negative emotions in the consumer–brand relationship domain, a systematic review is essential to identify, evaluate and synthesize the extant literature. Using a citation‐based search, we analyse 55 articles in the literature to achieve three objectives: primarily to illustrate the evolution and growth of negative emotions in the consumer–brand relationship using the seminal article by Fournier (1998) ‘Consumers and their brands: Developing relationship theory in consumer research’ as the base paper. Further, the study aims to identify uncharted negative emotions in consumer–brand relationship literature by integrating it with the hierarchical theory of emotions article and finally, it suggests future research in unexplored and underexplored negative emotions.

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Section: Overviewmentioning

confidence: 99%

Section: Overviewmentioning

confidence: 99%

Negative emotions in consumer brand relationship: A review and future research agenda

Khatoon

Rehman

2021

Int J Consumer Studies

117

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“…For ambassador loyalists, loyalty goes beyond simply being credited for the actions they invested in the community. These consumers typically have a firm positive valence of a brand and its reference to their social identity (Helal et al, 2018; Kara et al, 2018; Mousavi et al, 2017). They are less likely to comment negatively toward the brand in online communities even if public opinion turns against the brand.…”

Section: Discussionmentioning

confidence: 99%

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

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Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood differently by people who participate in online brand communities, this study is based on a constructivist perspective combined with hermeneutic methodology and embedded case study research strategy to examine how online brand communities activate multidimensional customer loyalty intentions. Empirical data were generated through 45 in‐depth interviews of millennials. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public‐voting loyalists, loveless loyalists, and mercenary loyalists. Each stream contains one additional subcategory mediated by consumer levels of participation in online brand communities. This study contributes to existing literature. Unlike extant studies, it specifically argues that customers' loyalty intentions in online brand communities depend on the individuals and context, and it categorizes loyalty into different levels. Practical steps by which companies may utilize these categories and theoretical implications for wider consideration are proposed.

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“…As summarized in Table 2, we ran four experiments with 732 bilingual participants mostly from two widely used online‐panels: http://mturk.com (Amazon Mechanical Turk) and http://qualtrics.com. Although some online participants respond unconscientiously (Downs, Holbrook, Sheng, & Cranor, 2010), there is considerable research that establishes the effectiveness of using online platforms and shows how constructing careful instruments can achieve optimal results (Goodman, Cryder, & Cheema, 2013; Kara, Vredeveld, & Ross, 2018; Nikolinakou & Phua, 2020). Our recruitment of bilingual respondents enabled us to make random assignments between languages, which minimized the confounding effects of individual characteristics or sociocultural predispositions while increasing the robustness of our findings.…”

Section: Overview Of the Studiesmentioning

confidence: 99%

How language affects consumers' processing of numerical cues

Günaşti

Kara

Ross

et al. 2020

J of Consumer Behaviour

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We show that linguistic numeral structures affect consumers' comparative evaluations of numbers, prices, and alphanumeric brand names. For example, 80 (eighty) in English is perceived as 4 × 20 (quatre‐vingts or four twenties) in French and as 8 × 10 (ba‐shi or eight tens) in Chinese. Thus, the difference between 80 and 20 is expressed with different degrees of numerosity, the number of units into which a stimulus is divided: (a) 2 × 10 versus 8 × 10 in Chinese, (b) 20 versus 4 × 20 in French, or (c) simply 20 versus 80 in English. In four studies involving a total of 732 bilinguals who speak two of these three languages, we examine how different linguistic properties can lead to differences in comparison of numerical values and inferences made about product attributes. We demonstrate the mediating role of numerosity induced by certain linguistic structures while ruling out alternative explanations for this phenomenon such as cultural differences, processing fluency, and numeracy. Our research contributes to literatures on number cognition, numerosity, branding, and linguistics while providing insights for international marketers by encouraging practitioners to use different numbers in their marketing, branding, and pricing efforts in ways that best fit the linguistic structure of the country in which they sell a product.

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We share; we connect: how shared brand consumption influences relational brand connections

Cited by 15 publications

References 72 publications

Negative emotions in consumer brand relationship: A review and future research agenda

Negative emotions in consumer brand relationship: A review and future research agenda

Effects of online brand communities on millennials' brand loyalty in the fashion industry

How language affects consumers' processing of numerical cues

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