Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?

Isiksal, Didem Gamze; Karaosmanoğlu, Elif

doi:10.1057/s41262-020-00204-8

Cited by 9 publications

(5 citation statements)

References 63 publications

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“…Prior research has shown that brands are not always perceived favorably: they can be hated (Hegner et al, 2017;Zarantonello et al, 2016Zarantonello et al, , 2018Zhang and Laroche, 2020) or elicit rage and anger (Haase et al, 2022). Consumers may accuse them of misconduct (Delgado-Ballester et al, 2023;Kyriakou et al, 2023;Nichols et al, 2023;Romani et al, 2015) or of committing some kind of transgression (Isiksal and Karaosmanoglu, 2020;Kennedy and Guzm an, 2021;Tsarenko and Tojib, 2015). The present research adds to this list by showing that consumers can perceive brands as sexist.…”

Section: Discussion and Theoretical Contributionsmentioning

confidence: 53%

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Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

Caruelle

2024

JPBM

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Purpose The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”). Design/methodology/approach Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested. Findings Consumers perceive brands that offer gendered product differentiation as sexist, which in turn leads to negative word-of-mouth intention. Moreover, consumers with a strong feminist identity are more likely to perceive brands that offer gendered product differentiation as sexist, whereas consumers who endorse sexist beliefs are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes. Originality/value Although multiple brands offering gendered products have been denounced by consumers as sexist, no research has examined this phenomenon. This paper pioneers in examining the consumer response to brands offering gendered product differentiation and in demonstrating that consumers perceive such brands as sexist.

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Section: Discussion and Theoretical Contributionsmentioning

confidence: 53%

“…, 2023; Romani et al. , 2015) or of committing some kind of transgression (Isiksal and Karaosmanoglu, 2020; Kennedy and Guzmán, 2021; Tsarenko and Tojib, 2015). The present research adds to this list by showing that consumers can perceive brands as sexist.…”

Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

Caruelle

2024

JPBM

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“…Attempts to draw the flow of finance because of shareholder pressure may cause consumer exploitation in brand value creation and trigger value destruction (Cova and Paranque, 2012). Consumers’ critical reflection and punishing behaviours ensue if the flow of risk is not managed during product-harm crisis, service failure, environmental damage or other image- and value-related brand transgressions (Isiksal and Karaosmanoglu, 2020). Similarly, value co-creation through stakeholder engagement brings transparency and exposes a firm to the risk of market outbursts, reputational damage, consumer resistance and anti-branding (Hatch and Schultz, 2010).…”

Section: Developments In Branding Research: Key Theoretical Perspectivesmentioning

confidence: 99%

Brand systems: integrating branding research perspectives

Padela

Wooliscroft²,

Ganglmair‐Wooliscroft³

2022

EJM

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Purpose This paper aims to conceptualise and characterise brand systems and outline propositions and research avenues to advance the systems’ view of branding. Design/methodology/approach A conceptual synthesis approach is adopted to integrate the extant branding research perspectives. The conceptual framework is grounded in the theoretical foundation of marketing systems theory. Findings The conceptual framework delineates brand inputs, throughputs, outcomes and feedback effects within a brand system. It configures the complexity and dynamics of brand value formation among brand actors within the branding environment. Research limitations/implications This paper contributes to systems thinking in branding and brand value co-creation research. It extends marketing systems theory into the branding context and provides research directions for exploring the structural and functional configurations, cause–consequence processes and outcome concerns of brand value formation. Practical implications This conceptual framework informs brand development, management and regulation at a macro level. Managers can apply the brand system concept to identify and manage conflicting expectations of brand actors and alleviate adverse brand outcomes such as negative brand externalities, enhancing overall brand system health and societal value. Originality/value This research expands the scope of brand actor agency and identifies the likelihood of disproportionate brand outcomes. It provides methodological guidelines for analysis and intervention in brand systems.

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“…The use of handwriting is also likely to result in consumers personifying or humanizing the brand (Fluckiger et al , 1961; King and Koehler, 2000; Schroll et al , 2018), and personifying a brand can mean consumers think it is capable of rational thinking and deliberate action (Puzakova et al , 2013). The deliberate nature of the behavior makes people feel that an entity is responsible for its conduct and should therefore be punished for its wrongdoings (Isiksal and Karaosmanoglu, 2020). This negative impression of a brand’s misconduct is much more intense than that when the behavior classified as accidental (Klein and Dawar, 2004; Hudders et al , 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Do products branded with handwritten scripts suffer more amid product-harm crises?

Bai

et al. 2022

JPBM

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Purpose This paper aims to explore whether products branded with handwritten scripts suffer more from the effects of product-harm crises than other brands. Most studies on handwritten scripts focus on their positive effects, such as humanizing a product or creating an emotional tie with consumers. However, seldom have researchers investigated the negative effects of handwritten scripts. This paper goes some way to filling this gap. Design/methodology/approach Five experimental studies were conducted to test three hypotheses. These experiments provide evidence of the negative effects of handwritten scripts. In addition, they reveal the mechanisms that lead to these outcomes and outline the boundary conditions of the negative effects. Findings Framed by attribution theory, three conclusions can be drawn from the experiments: when a product-harm crisis occurs, consumers react with greater negativity toward the brand using handwritten scripts than to those using machine typefaces. The negative effect is explained by a serial mediation process that follows the pattern: typeface → perceived humanization → brand responsibility → brand attitude. The negative effect decreases when the crisis is perceived to be an accident. Originality/value This paper enriches the theory of marketing in terms of both handwritten scripts and product-harm crises, providing valuable guidance for enterprises that use handwritten scripts in their marketing activities.

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Can self-referencing exacerbate punishing behavior toward corporate brand transgressors?

Cited by 9 publications

References 63 publications

Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation

Brand systems: integrating branding research perspectives

Do products branded with handwritten scripts suffer more amid product-harm crises?

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