Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution

Ferraro, Rosellina; Kirmani, Amna; Matherly, Ted

doi:10.1509/jmr.11.0342

Cited by 173 publications

(136 citation statements)

References 29 publications

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“…Table of Based on the above estimates, conspicuousness, self-brand connection and the interaction: conspicuousness × self-brand connection, significantly affect the attitude towards the brand, consistent with Ferraro et al (2013). Note that since since there are continuous covariates, a type III analysis of variance is used, so that the sum of squares (and effect size) for each effect is computed conditional upon all other effects.…”

Section: R> Summary(app_3)supporting

confidence: 58%

“…In this application we illustrate a between-subjects BANOVA, with dependent variables that are, respectively normal and ordered categorical. The second study, by Ferraro, Kirmani, and Matherly (2013), examines the effects of conspicuous brand usage on consumers' attitudes toward a brand. In this application, we illustrate hierarchical BANOVA models, with continuous covariates normal and t distributed dependent variables.…”

Section: Applicationsmentioning

confidence: 99%

“…We next illustrate the BANOVA package on data from a study that examines consumers' attitudes toward a brand after seeing another consumer conspicuously using it (Ferraro et al 2013). Conspicuous brand usage occurs when a consumer draws attention to a brand she uses by flaunting (Ferraro et al 2013).…”

Section: Application 2: Conspicuous Brand Usagementioning

confidence: 99%

“…Conspicuous brand usage occurs when a consumer draws attention to a brand she uses by flaunting (Ferraro et al 2013). 154 subjects from an online panel participated in the study.…”

Section: Application 2: Conspicuous Brand Usagementioning

confidence: 99%

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BANOVA: An R Package for Hierarchical Bayesian ANOVA

Chen¹,

Wedel²

2017

J. Stat. Soft.

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In this paper, we develop generalized hierarchical Bayesian ANOVA, to assist experimental researchers in the behavioral and social sciences in the analysis of experiments with within-and between-subjects factors. The method alleviates several limitations of classical ANOVA, still commonly employed in those fields of research. An accompanying R Package for BANOVA is developed. It offers statistical routines and several easy-to-use functions for estimation of hierarchical Bayesian ANOVA models that are tailored to the analysis of experimental research. MCMC simulation is used to simulate posterior samples of the parameters of each model specified by the user. The core program is written in R and JAGS. After preparing the data in the required format, users simply select an appropriate model, and can estimate it without any advanced coding being required. The main aim of the R package is to offer freely accessible resources for hierarchical Bayesian ANOVA analysis, which makes it easy to use for applied researchers.

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Section: R> Summary(app_3)supporting

confidence: 58%

Section: Applicationsmentioning

confidence: 99%

Section: Application 2: Conspicuous Brand Usagementioning

confidence: 99%

“…Conspicuous brand usage occurs when a consumer draws attention to a brand she uses by flaunting (Ferraro et al 2013). 154 subjects from an online panel participated in the study.…”

Section: Application 2: Conspicuous Brand Usagementioning

confidence: 99%

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BANOVA: An R Package for Hierarchical Bayesian ANOVA

Chen¹,

Wedel²

2017

J. Stat. Soft.

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“…First, we test whether positive effects on non-involved consumers' perceptions also apply for wellestablished brands. For this purpose, we consider smartphones to be a particularly interesting product category, as it has been shown that consumers use smartphone brands, especially Apple products, to signal high status (Ferraro et al, 2013). Thus, the potential effects will be tested in a product category in which the brand is supposed to influence the purchase process of many consumers in order to see whether a positive effect on the perceived innovation ability and behavioural intentions can still be found.…”

Section: Meißner M D Haurand and C Stummermentioning

confidence: 99%

With a Little Help From My Customers: The Influence of Customer Empowerment on Consumers’ Perceptions of Well-Established Brands

Meißner¹,

Haurand

Stummer

2017

Int. J. Innov. Mgt.

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Labelling product innovations as designed and/or selected by customers can positively affect non-participating consumers' self-stated behavioural intentions, that is, it can increase the probability of purchasing that product. Most previous studies have used fictitious brands to test the aforementioned effect, raising concerns about the degree to which these findings are relevant for marketing practice. Brand managers thus might wonder whether labelling product innovations as user-designed and/or user-selected might indeed increase sales for their well-established brands. This paper addresses this research gap by investigating the possible effects of three alternative strategies for labelling innovations (i.e., empowerment-to-select, empowerment-to-create, and full empowerment) for two well-established technology brands. For all three strategies and both brands, we find that involving customers significantly increases the perceived innovation ability, which then positively mediates the effect on behavioural intentions. However, due to a negative direct effect, only labelling products as selected by customers has an overall positive effect.

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Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Xian

Loken

Wang

2020

J of Consumer Behaviour

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Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.

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Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution

Cited by 173 publications

References 29 publications

BANOVA: An R Package for Hierarchical Bayesian ANOVA

BANOVA: An R Package for Hierarchical Bayesian ANOVA

With a Little Help From My Customers: The Influence of Customer Empowerment on Consumers’ Perceptions of Well-Established Brands

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

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