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on Marketing |
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Issue of 2025–01–27
three papers chosen by Marco Novarese, Università degli Studi del Piemonte Orientale |
| By: | Ashish Ashok Uikey (Symbiosis International (Deemed University), Pune, India); Ruturaj Baber (CHRIST (Deemed to be University)) |
| Abstract: | This study attempts to examine the impact of green brand trust and self-brand connection on green brand loyalty, with green perceived value and green transparency as antecedents. The responses were collected from and users of electric vehicles, and the proposed hypotheses were tested using Structural Equation Modeling (SEM) through SmartPLS 4. The study found that green brand trust had a significant positive impact on green brand loyalty, while the relationship between self-brand connection and green brand loyalty significant but weak. The study highlighted the importance of green perceived value as an antecedent for self-brand connection and green brand trust, which was more significant than green transparency. The study offers insights to practitioners enhancing their knowledge on formation of customer, allowing them to develop effective marketing strategies. The study recommends that companies emphasize transparency in their marketing approaches and address green challenges related to their products' environmental value. Furthermore, the study suggests that green brand loyalty may be achieved through green transparency and green perceived value, which are crucial for establishing green brand trust. |
| Keywords: | Green Marketing, Green Transparency, Green Brand Trust, Self-brand Connection, Green Brand Loyalty, Consumer Behavior, Electric Vehicles |
| Date: | 2023–09–23 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04803874 |
| By: | Anna Mardumyan (ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School); Iris Siret (UL2 - Université Lumière - Lyon 2) |
| Abstract: | Faced with the mistrust of consumers toward customer reviews due to the multiplication of scandals involving fake reviews, review verification systems offer a solution to reassure Internet users. However, their effectiveness raises questions. Based on the Elaboration Likelihood Model and signaling theory, this research examines the moderating effect of review verification on the relationship between review valence and customers' behavioral intentions toward brands. With data from 9, 219 online reviews and two survey-based designs, the authors highlight the existence of a "dark side" of verification systems. Results specifically reveal that perceived manipulative intentions of firms lead to weaker perceived credibility of reviews when they include verification badges and, consequently, diminish the effect of review valence on customers' behavioral intentions toward brands. |
| Keywords: | Review verification, Fake reviews, Certified review, Online review, Review valence, review verification fake reviews certified review online review review valence, review verification, fake reviews, certified review, online review, review valence |
| Date: | 2023–05 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04739727 |
| By: | Jing Luan; Raffaele Filieri (Audencia Business School); Jie Xiao; Yue Sun (LaMcube - Laboratoire de Mécanique, Multiphysique, Multiéchelle - UMR 9013 - Centrale Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique) |
| Abstract: | Abstract Brands are increasingly struggling to establish and maintain strong relationships with their customers. But such relationship status is rare, and consumers are often relationship‐averse or satisfied with the relationship status quo. Drawing upon construal level theory (CLT) and consumer–brand relationship (CBR) literature, this study provides empirical support for the connection between CBRs and social distance and demonstrates that changes in CBRs foster variation of consumers' preferences to primary and secondary product features, which reflects their varying construal levels and consumer–brand social distances (study 1). Furthermore, we assessed whether the congruency between consumer–brand social distance and construal levels can contribute to more favorable product evaluations. Studies 2 and 3 reveal that when consumers are socially close to brands, product attributes (low‐level construal) exert a higher impact on product assessments, whereas when consumers are socially distant from the brand, price (high‐level construal) exerts a greater impact on product evaluations. Additionally, unlike the common belief that high prices lead to higher perceived quality, our findings suggest that a positive perception of a product attribute for low‐priced products leads to more favorable product evaluations. These results indicate that marketers can nurture existing CBRs for developing their communication strategy to achieve better consumer evaluations. |
| Keywords: | Consumer-brand relationship Construal level Theory Social distance Price Product evaluation Search and experience products, Consumer-brand relationship, Construal level Theory, Social distance, Price, Product evaluation, Search and experience products, Consumer–brand relationship, Search and experience products. |
| Date: | 2023–04 |
| URL: | https://d.repec.org/n?u=RePEc:hal:journl:hal-04779128 |