...Zhichen Hu; Shaomu Wei; Baolong Ma; Rubing Bai Purpose This study examines whether, why and when anatomical depiction leads to less favorable brand attitudes following product-harm crises. Design/methodology/approach Five preregistered experiments with Chinese consumers (N = 1,273...

... recruited via Amazon Mechanical Turk to test the proposed hypotheses. Findings Study 1 shows that a VI's mentor role leads to more favorable brand attitudes than a friend role, and that this effect is mediated by reduced psychological distance. Study 2 confirms the moderating effect of decisional...

... of promotion strategy (fixed-price vs. freely distributed) and promotional products (NFTs vs. physical objects) on purchase intention (PI) and brand attitude. Studies 2 (n = 223) and 3 (n = 246) further examine the mediating role of pain of payment and brand ownership. Findings Freely...

... with certain subculture groups using symbols to avoid negative responses from other consumer groups. This study aims to determine the effect of implicit advertisement on brand attitudes among gay consumers in an unfriendly and friendly market. Design/methodology/approach This study employed a between...

...Feng Li; Qinlu Yu; Mengmeng Zhang; Huanzhang Wang Purpose This research aims to examine how the concreteness of green product attribute information (concrete vs abstract) influences consumer perception and brand attitude. Design/methodology/approach This research conducted three studies. Study...

... this relationship along with the roles of brand attitude as a mediator and negative online reviews as a moderator. Design/methodology/approach The study surveyed 332 running app users in China. The reliability and validity of measures were confirmed by confirmatory factor analysis (CFA). The proposed hypotheses...

... a scarcity of research that explores the effects of logo flatness on consumer perceptions and brand attitudes. Design/methodology/approach Across four studies, using both observational analyses of real brands and experimental manipulations of fictitious brands, the authors examined the impact of logo...

...Huanshu Jiang; Jiaoju Ge; Jie Yao Purpose Using Generation Z consumers from China as an example and focusing on the nostalgia-driven design of brand spokes-character, this study sought to update research on the causal relationship between nostalgia and brand attitude for younger consumers. Two...

...Dinh Toan Nguyen; Dang Ha Anh Le; Linh Giang Truong; Ngan Giang Truong; Viet Vinh Vu Purpose The study was conducted to investigate the impact of Generation Z's perceptions of brand activism on brand loyalty through the mediating role of brand attitude and brand trust. Design/methodology...

... revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction...

... and sustainability research. Design/methodology/approach Consumer brand attitude and purchase intention towards sustainable plastic clothing are examined across material types, brand luxury levels and price levels from 315 valid samples collected in Japan. Findings The results reveal that sustainable plastic...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed...

... the hypotheses. Findings Only the sense of community dimension of brand tribalism affects brand pride (P_RIDE), which in turn leads to a sequential process of brand attitude, purchase intention, and need for achievement (N_ACHIEVE). Research limitations/implications South Korean data...

...Fariba Esmaeilpour; Mohammad Ali Abdolvand Purpose The purpose of this paper is to examine the effects of country-of-origin (COO) image on brand attitude and brand loyalty of Generation Y’s consumers toward two categories of luxury fashion brands. Design/methodology/approach First...

..., disassociated themselves from their respective heritages and roots by changing to the new name “SAirGroup”, however, after a short time, had to revert to its original name (Kaikati and Kaikati, 2003). Such a failed attempt under the condition of pleasant original brand attitude illustrates...

...Kim-Shyan Fam, Ernest Cyril de Run and Paurav Shukla; Amjad Shamim; Muhammad Mohsin Butt Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology...

... in their perception of advertising truthfulness, brand attitude, and purchase intent. Design/methodology/approach The first study tested the six levels of puffery, identified by Preston, with two products, cane sugar and bottled spring water. The second study employed four products to test the interaction effects...

...Paul C.S. Wu; Yun‐Chen Wang Purpose Based on message source theory, the purpose of this paper is to use positive electronic word‐of‐mouth (eWOM) settings to examine the influence of message source credibility on brand attitude (brand trust, brand affection, and purchase intention). The current...