Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation

Jin, Liyin; Zou, Deqiang

doi:10.1080/0267257x.2013.796317

Cited by 13 publications

(4 citation statements)

References 26 publications

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“…Examining offline CSR among South Palestinian and Jordanian consumer purchasing Korean consumers, Lee and Shin (2010) found that the effectiveness of communication is highly instrumental in the success of CSR influences on consumers, and Oberseder et al (2014) noted that managers should distribute a flawless CSR note to consumers. Considering different channels of communication, Jin and Zou (2013) concluded that new products benefit from offline channels, based on a study of 20 Web practices of organizations. However, such results are highly contextual and hypothetical; theoretical analyses of consumer decision-making are more common regarding purchasing (Maignan, 2001;Mohr et al, 2001).…”

Section: Customer Awareness Of Corporate Social Responsibilitymentioning

confidence: 99%

Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing

Alawamleh

Giacaman

2020

IJOA

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Purpose This paper aims to investigate the relationship between customer social responsibility (CSR) and consumer purchasing behaviour (CPB) in terms of consumer awareness of CSR and consumer trust. Design/methodology/approach A survey was developed and distributed to a sample of 150 consumers from different industries in Palestine and Jordan. Multivariable regression models were developed to identify the characteristics to determine and investigate the relationship between CSR and CPB. Findings The results of the investigation showed that CSR has a positive impact on CPB. Moreover, when organizations implement CSR in their operations, it enhances their competitive advantage. Originality/value There is insufficient research on developing nations on this subject, while they comprise the most rapidly growing economies worldwide, and they are countries in which social and environmental crises are felt most acutely. Accordingly, the understanding of the primary relationship between CSR and consumer behaviour is essential for the economic development of these nations.

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Section: Customer Awareness Of Corporate Social Responsibilitymentioning

confidence: 99%

Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing

Alawamleh

Giacaman

2020

IJOA

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“…Moreover, the brand concept significantly expands the brand and helps form brand alliances. The distinguishing factor between a brand extension's success or failure is consistency in categories and concepts (Park et al, 1991;Lanseng and Olsen, 2012;Jin and Zou, 2013). Consumers who exhibit high loyalty also have high demands for consistency (Samuelsen et al, 2015), and the concept's consistency is more important than its category.…”

Section: Starbucks' Concept Embodiment Through Product Place and Staffmentioning

confidence: 99%

Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan

Kato¹

2022

CEMJ

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Purpose: Design and UX are effective means of embodying value, but if marketers couple these with an ambiguous concept, the product/service loses its uniqueness. Starbucks exhibits strength in creating value based on concepts. Various studies report factors that contribute to brand loyalty, but the underlying idea remains unexplored. This study comprehensively verifies the contribution of four factors to Starbucks’ loyalty in Japan: concept, product, place, and staff. Methodology: Using an online survey, a question was framed about the brand image to identify loyalty-related factors, since consumers form brand image through brand experience. To avoid bias, the responses were based purely on recall. The contribution of each derived factor to loyalty was evaluated using structural equation modeling. Findings: When asked about the Starbucks brand image, respondents mostly recalled its products (related words), but the brand concept was the most effective factor for loyalty. In addition, places were more significant than products. However, product superiority was confirmed in terms of both frequency and contribution compared to place. Implications: Companies should reaffirm the importance of brand concepts. Thus, emphasis should be placed on the index of concept recall in brand management.

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“…In addition, the concept plays a large role in expanding a brand or forming brand alliances. The factor that distinguishes the success or failure of a brand extension is consistency within categories and concepts (Jin and Zou 2013 ; Lanseng and Olsen 2012 ; Park et al 1991 ; Punyatoya 2014 ; Thorbjørnsen 2005 ). Consumers who exhibit high loyalty also have high demands for consistency (Samuelsen et al 2015 ), and the consistency of a concept is more important than its category.…”

Section: Literature Reviewmentioning

confidence: 99%

Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features

Kato

2021

J Market Anal

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Consumers may be attracted to superficial functionality and design, but they may easily switch brands when another company’s product/service with higher functionality and a more fashionable design appears. If consumers remain loyal to a brand, it is because they understand, sympathize with, and value the brand’s concept. However, few studies have focused on brand concept as a factor of loyalty. Therefore, this study verified the influence of the brand concept on repurchase intention. Through multiple regression analysis of Apple MacBook Pro, Dyson Big Ball, Nintendo Switch, Facebook, Starbucks, and Tokyo Disney Resort users in Japan, the first hypothesis—consumers who recall a brand concept are more likely to have repurchase intention than those who recall specific features when asked about brand attractiveness—was supported. Furthermore, Fisher’s exact test supported a second hypothesis—consumers with high loyalty maintain high-level construal, even if they use a brand frequently and recall the concept as the brand’s attractiveness, contrary to construal level theory. By introducing the viewpoint of brand loyalty, the conditions under which construal level theory does not conform were shown. The present study encourages reaffirmation of the importance of brand concept and suggests the concept recall index to effectively use management resources.

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Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation

Cited by 13 publications

References 26 publications

Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing

Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing

Brand Concept Drives Loyalty Toward Starbucks: Concept, Product, Place, and Staff in Japan

Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features

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