Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Bian, Xuemei

doi:10.1057/s41262-020-00189-4

Cited by 41 publications

(41 citation statements)

References 74 publications

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“…Compared to product involvement, brand involvement has received much less attention in research. Several attempts in the broader area of management include Dahlgren (2011), Lockshin et al (1997), Shiue and Li (2013) and, most recently, Bian and Haque (2020). However, for the full-service hotel sector, the role of customer's brand involvement in brand building has rarely been discussed.…”

Section: Moderation Effect Of Brand Involvementmentioning

confidence: 99%

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Guan

Wang

Guo

et al. 2021

IJCHM

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Purpose This study aims to propose a comprehensive causal model to examine the relationships between customer experience and four key factors in brand building, i.e., brand loyalty, brand trust, brand affect and brand involvement. The dimensionality of customer experience in full-service hotel is also particularly examined in relation to brand building. Design/methodology/approach Three steps of data collection were used: interviews of 50 customers on their experiences of staying full-service hotels, a small survey of 176 hotel guests to establish the measurement scale of customer experience and a major survey of 732 hotel customers in ten major Chinese cities to test the model of brand loyalty. Findings Customers’ experiences with full-service hotels are proposed to be categorized into functional, affective and social. There is a chain effect from customer experience to brand trust and to brand affect and then to brand loyalty. The brand involvement does moderate relationships between customer experience and brand trust and brand affect but not brand loyalty. Practical implications For full-service hotels, social and functional experiences are critical in building brand loyalty, and therefore, they need to be the focal points in the enhancement of customer experience. Also, hoteliers are advised to develop emotional connections between the customers and the hotel brand – an effective way of building trust and affection. Originality/value According to the authors’ knowledge, this paper is one of the first few studies to link customer experience to brand loyalty with comprehensive causal effect analysis. This study also contributes to the knowledge of customer experience in the context of the full-service hotel sector.

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Section: Moderation Effect Of Brand Involvementmentioning

confidence: 99%

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Guan

Wang

Guo

et al. 2021

IJCHM

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“…Brand involvement is considered as a construct, which is commonly accepted as a key antecedent to brand performance and consumer behaviors (Bian, and Haque, 2020). It refers to the amount of interest or the emotional attachment that the consumers experienced in a particular brand of interest (Martin, 1998).…”

Section: Enhancing Resilience To Negative Informationmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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“…If we consider that counterfeit buyers are emotionally detached from the brand, one would argue that luxury brands that create strong emotional bonds with their consumers are less likely to be counterfeited (Kaufmann et al, 2016). When consumers get emotionally attached to a brand, they tend to protect the brand against external threats such as counterfeiting (Bian & Haque, 2020). Therefore, the theory concludes that luxury brands must cultivate emotional connection with consumers in their fight against counterfeiting.…”

Section: Key Theoriesmentioning

confidence: 99%

Counterfeit luxury consumption: A review and research agenda

Khan

Fazili

Bashir

2020

J of Consumer Behaviour

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This article captures the present state of research on counterfeit luxury consumption by providing a critical review of the existing body of knowledge. The article proposes a novel conceptualization of counterfeit luxury consumption from a consumer perspective. Based on predetermined inclusion criteria, the paper provides a systematic review of the growing yet still fragmented scholarship on counterfeit luxury consumption. It provides a historical overview of the extant counterfeiting research, synthesizes the existing body of knowledge, and provides propositions for future research and practice. In our pursuit towards building a robust counterfeiting theory, this study identifies the key perspectives that seek to explain the consumption of counterfeit luxury brands through different lenses. The article reviews key theories and constructs, identifies inconsistencies in findings, and provides explanations towards a common understanding. To this pursuit, a synthesis of three counterfeiting research domains is presented; moreover, an integrated model, which captures their interrelationships, is proposed. Finally, the implications for theory and practice are spelled out. The resultant five key tenets are, therefore, proposed to guide the future of research in counterfeit luxury consumption.

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Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Cited by 41 publications

References 74 publications

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Counterfeit luxury consumption: A review and research agenda

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