An integrated model of firms’ brand likeability: antecedents and consequences

Nguyen, Bang; Choudhury, Musfiq Mannan; Melewar, T.C.

doi:10.1080/0965254x.2014.914071

Cited by 25 publications

(20 citation statements)

References 87 publications

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“…The scale items that were used in this research for the latent variables, after purification, are presented in Table . The attractiveness of the digital influencer construct (“attractiveness”) encompasses “likeability” and “familiarity”, which were measured using scales that were adapted from Ha and Perks () and Nguyen, Choudhury, and Melewar (), respectively. The brand attitude was measured using Colliander and Dahlén's () scale.…”

Section: Methodsmentioning

confidence: 99%

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Torres

Augusto

Matos

2019

Psychology and Marketing

202

115

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The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.

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Section: Methodsmentioning

confidence: 99%

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Torres

Augusto

Matos

2019

Psychology and Marketing

202

115

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“…Therefore, the explanation for the above results can be better understood by applying the theory of familiarity as propounded by Gestalt theory (Qiu & von der Heydt, 2005). Familiarity gives customers the ability to avoid products that fail to meet their criteria (Lin, Marshall, & Dawson, ; Nguyen, Choudhary, & Melewar, ). Familiarity brings attention followed by a response like recognition or positive feeling, and action (ARA) such as a purchase intention.…”

Section: Resultsmentioning

confidence: 99%

How Indian Pharmaceutical Companies Are Building Global Brands: The Case of the Himalaya Herbal Brand

Srivastava¹

2016

Thunderbird Intl Bus Rev

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This study aims to understand how Indian brands are built globally. The study also gives insight on understanding the mode of entry adopted by Indian companies with special reference to the Himalaya Drug Company. The study takes a multistage approach through secondary data analysis, an interpretative approach, and interviews of 15 pharmaceutical personnel and 30 consumers from the United States through focus interviews. The interviews were recorded. It is qualitative descriptive research. Our research shows that Himalaya has used a franchising model to build their herbal brands through retail franchisees, and a problem-solution approach strategy in communication. Emphasis on customer experience has created good word-of-mouth and generated good revenue for its herbal brands. Quality, effectiveness, price, and availability are the key factors for herbal brand building. The FEATURE ARTICLE FEATURE ARTICLEproduct mix is selected based on the country ' s culture and consumers' needs. They also capitalized on newfound Indian pride and confi dence due to faster gross domestic product ( GDP ) growth. This article contributes to a better understanding of the opportunities and challenges associated with brands from emerging markets, in particular, India, as well as the development of brands from emerging markets, which is becoming more important at the economic and political level. It also helps to better understand mode of entry, especially for small companies.

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“…However, the actual or expected separation of this availability can, hence, produce separation distress, a sense of loss (Park and MacInnis, 2006) and feelings of anxiety in the consumer's mind (Shimul et al, 2019). Experiencing or anticipating these feelings can undermine the consumer's confidence in the product or service (Batra et al, 2012;Nguyen et al, 2015). Examples in prior literature include iPod and portable music services (Park et al, 2010), online social media (VanMeter et al, 2015), retail services (Brocato et al, 2015), personal travel services (Aro et al, 2018) and airline services (Prentice et al, 2019).…”

Section: Service Separation and Separation Distressmentioning

confidence: 99%

A cognitive social capital explanation of service separation distress

Goode

2021

JSM

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Purpose Service separation distress arises when service consumers worry that a useful service may become unavailable. This paper aims to integrate two theoretical explanations of ongoing service use, being service continuance and relationship commitment and a common foundation of cognitive social capital. Design/methodology/approach This study conducts an online survey of 245 cloud service consumers, which to test the research model is used. Findings This paper finds that relationship commitment mediates the service continuance explanation in explaining service separation distress. Research limitations/implications While service features are important, they are less important than the consumer’s perceived relationship with the service in promoting perceived service separation distress. Contrary to expectations, the finding identified the service relationship as the dominant explanation for service separation distress. Practical implications Jeopardy to the consumer-provider relationship can create greater anxiety and distress to consumers than a disruption that threatens service features alone. Adding service features may not reduce customer separation distress regarding the service. Social implications The unified cognitive social capital lens on service separation suggests that consumers value service provider relationships (e.g. commitment and trust) over service features. A stronger social relationship with the consumer, in turn, strengthens the perceived service offering. Originality/value This is among the first studies to unify two explanations of service continuance using social capital and to empirically identify how this explanation affects service distress.

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An integrated model of firms’ brand likeability: antecedents and consequences

Cited by 25 publications

References 87 publications

Antecedents and outcomes of digital influencer endorsement: An exploratory study

Antecedents and outcomes of digital influencer endorsement: An exploratory study

How Indian Pharmaceutical Companies Are Building Global Brands: The Case of the Himalaya Herbal Brand

A cognitive social capital explanation of service separation distress

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