Building consumer connection with new brands through rituals: the role of mindfulness

Liu, Maggie Wenjing; Zhu, Qichao; Xian, Wang

doi:10.1007/s11002-021-09583-7

Cited by 11 publications

(8 citation statements)

References 27 publications

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“…The underlying mechanism of self-brand connection Self-brand connection is a key element of customer-brand relationships (Alvarez and Fournier, 2016;Cheng et al, 2012;Connors et al, 2021;De Keyzer et al, 2022) and refers to the degree to which consumers have incorporated the brand into their self-concept (Escalas, 2004;Liu and Mattila, 2017;Liu et al, 2022). Prior research on the psychology of customerbrand relationships indicates that customers' attachment styles affect brand relationships through self-signaling and assimilative mechanisms (Alvarez and Fournier, 2016).…”

Section: 2mentioning

confidence: 99%

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Herter

Shuqair²,

Pinto³

et al. 2023

JPBM

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Purpose This paper aims to examine how the relationship norms established between customers and brands influence customer perceptions of crowdsourcing (vs firm-generated) cues. Design/methodology/approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated) cues lead to higher brand engagement (Studies 1A–1B), mediated by self-brand connection (Studies 2–3). In addition, relationship norms moderate the effects (Study 3), such that under exchange brand relationships crowdsourcing (vs firm-generated) cues yield higher brand engagement, whereas communal brand relationships reverse such effects. Practical implications The findings provide valuable managerial implications by highlighting the importance of using relationship norms as diagnostic cues to successfully implement crowdsourcing initiatives. Originality/value This research adds to the customer-brand relationship literature by revealing an accessibility-diagnosticity perspective of consumers’ reactions to crowdsourcing (vs firm-generated) cues.

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Section: 2mentioning

confidence: 99%

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Herter

Shuqair²,

Pinto³

et al. 2023

JPBM

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“…First, OBC managers should lay emphasis on devising digital rituals as part of their marketing strategies to stimulate members’ citizenship behavior (Liu et al , 2022). Considering consumption rituals characterized by formality and symbolism, writing scripts, arranging dramatic procedures, organizing performers’ roles and infusing meanings into rituals are critical for innovative practitioners.…”

Section: Discussion Of Implicationsmentioning

confidence: 99%

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

Yang

Tang²,

Cai³

et al. 2022

JPBM

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Purpose Few extant studies have focused on digital rituals and investigated the relationship between them and customer citizenship behavior in the context of online brand communities (OBCs). This study aims to examine the sequential mediation mechanism of emotional energy and spiritual brand identification under interaction ritual theory and identifies membership prototypicality as the moderator. Design/methodology/approach An online investigation of 515 OBC users was conducted to gather data, and structural equation modeling was applied to test the hypotheses. Findings The empirical results revealed that OBC rituals were positively related to customer citizenship behavior. Emotional energy and spiritual brand identification could play mediating roles in the relationship between OBC rituals and customer citizenship behavior. Furthermore, there existed a sequential mediation mechanism with emotional energy as the first mediator and spiritual brand identification as the second. The effect of OBC rituals on emotional energy was more significant for peripheral members than prototypical members. Practical implications Managers of OBCs should conduct various ritualistic strategies to stimulate users to perform customer citizenship behaviors. Discrete ritualized activities should be intended for members of different prototypicalities. Originality/value This study provides a profound insight on how OBC rituals foster customer citizenship behavior and is among the first to explore such a relationship. It also investigates the sequential mediation mechanism, thus broadening the research on the influencing processes of OBC rituals on customer citizenship behavior.

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“…Studies have mainly focused on the role of mindfulness in consumer behavior. For instance, mindfulness has a positive association with service experience (Ben Haobin et al , 2021), attitude toward new brands, service quality, relationship quality, convenience value, satisfaction, customer loyalty and repurchase intention (Liu et al , 2021). Mindfulness is also a potential predictor of sustainable consumption behaviors.…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Understanding how mindfulness sustains customer cocreation effort and transforms service value to well-being

Hau

Thi

Pham

2022

JSM

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Purpose Mindfulness, while being suggested as an important psychological cognitive capability of customers, has received insufficient attention in studies of transformative services characterized by challenging cocreation behaviors. It is unclear about the contributions of mindfulness to customers’ cocreation and transformative outcomes. This study aims to investigate the direct, indirect, mediating and moderating relationships to explain how mindfulness sustains cocreation effort, increases perceived service value and ultimately enhances the diffusion from the service value to customer well-being. Design/methodology/approach A structural model was developed and tested using the CB-SEM method. Data were surveyed from two transformative service industries, yoga training and higher education (N = 283 and 273 cases, respectively). Findings Customer mindfulness has a positive relationship with cocreation effort, which in turn positively associates with perceived value. Additionally, mindfulness has a direct relationship with perceived value, which then is the full mediator in the relationships between mindfulness, cocreation effort and life satisfaction. Mindfulness also moderates the transformation from service value (immediate outcome) to life satisfaction (long-term outcome). Practical implications Transformative service providers and policymakers should acknowledge and develop strategies to cultivate customers’ mindfulness, which subsequently fosters their value cocreation effort and enhances their well-being. Originality/value This research puts forward the concept of mindfulness, a trainable cognitive capability of customers, and shows its importance in transformative service cocreation. This paper provides a full structural mechanism explaining how mindfulness helps cocreate a transformative service and diffuse its immediate value to customer life satisfaction.

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Building consumer connection with new brands through rituals: the role of mindfulness

Cited by 11 publications

References 27 publications

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Does crowdsourcing necessarily lead to brand engagement? The role of crowdsourcing cues and relationship norms on customer-brand relationships

Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

Understanding how mindfulness sustains customer cocreation effort and transforms service value to well-being

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