nep-mkt New Economics Papers
on Marketing
Issue of 2021‒04‒19
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. How to project action through the sound of brand names? By Jamel Khenfer; Caroline Cuny
  2. Antecedents of Luxury Brand Hate : A Quantitative Study By Douglas Bryson; Glyn Atwal; Peter Hultén; Klaus Heine
  3. Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation By Herédia-Colaço, V; Coelho do Vale, R; Villas-Boas, SB

  1. By: Jamel Khenfer (Zayed University); Caroline Cuny (GEM - Grenoble Ecole de Management)
    Abstract: Objectives/research questions: Brand names not only serve to identify specific products and services, but also to convey information. Such information may depend on the sound of the word—independent of its semantic meaning. In this research, we propose that plosive consonants such as [b], [d], [p], and [t] (vs. fricative consonants such as [f], [l], [s], and [s]) elicit the feeling of doing something because of the articulatory movements their pronunciation requires. Method/ approach We ran three experimental studies in a behavioral lab with samples composed of French-speaking participants. Results Study 1 relies on implicit measures to demonstrate that plosive consonants are unconsciously associated with the semantic concept of action. Studies 2 and 3 put this property to the test in the context of threats to personal control. If plosive consonants can simulate action, threats to personal control should increase the perceived attractiveness of brand names that include such sounds since threats to personal control have been shown to trigger a willingness to act. Managerial/societal implications: Our results suggest that managers can project action based on the sounds of their brands—independently of their semantic meaning. Originality The demonstration of the capacity of plosive consonants to evoke action relies on the use of implicit measures and the replication of the observed effect across several studies.
    Keywords: action,brand linguistics,brand management,brand name,personal control,sensory marketing
    Date: 2021
  2. By: Douglas Bryson (emlyon business school); Glyn Atwal; Peter Hultén; Klaus Heine
    Abstract: This study analyses the relationships of the antecedents of "extreme negative affect" toward luxury brands. The results show that the first‐order predictors of luxury brand hate were negative stereotypes of people who use the luxury brand, consumer dissatisfaction with the brand, and negative word‐of‐mouth. The following three strategic approaches: (a) proactive, (b) neutral, and (c) reactive can be considered as a template to address the causes and implications of brand hate.
    Keywords: Luxury branding,brand hate,consumer brand relationship,consumer dissatisfaction
    Date: 2021–01–01
  3. By: Herédia-Colaço, V; Coelho do Vale, R; Villas-Boas, SB
    Abstract: This article is a within- and cross-country examination of the impact of fair trade certification on consumers’ evaluations and attitudes toward ethically certified products. Across three experimental studies, the authors analyze how different levels of brand familiarity and fair trade expertise impact consumer decisions. The authors study this phenomenon across markets with different social orientation cultures to analyze potential dissimilarities in the way consumers evaluate and behave toward ethically certified products. Findings suggest that fair trade certifications enhance product valuations. However, this effect is especially observed for low familiar brands, once the level of fair trade expertise increases. Findings also suggest that there are individual cultural differences with respect to social and environmental labeling expertise that may account for some of the unexplained variation in choice behaviors observed across countries. Results indicate that especially in more (mature) individualistic markets (vs. collectivistic) consumer ethical behavior seems to be greatly influenced by consumers’ perceptions about the eligibility of brands using (or not) fair trade. This effect is strengthened by the significant mediating role of consumers’ ethicality perceptions on the relationship between fair trade and the willingness to pay for brands.
    Keywords: Fair trade, Product valuation, Product evaluation, Willingness to pay, Ethical consumption, Cross-cultural ethical behaviors, Behavioral and Social Science, Business And Management, Applied Ethics, Marketing, Business and Management
    Date: 2019–05–30

This nep-mkt issue is ©2021 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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