Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

Zhang, Zhe; Patrick, Vanessa M.

doi:10.1177/0022242921996277

Cited by 22 publications

(24 citation statements)

References 36 publications

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“…Journal rankings were established on the basis of consulting Clarivate: Journal Citation Reports; Web of Science Social Citation Index (SSCI); Chartered Association of Business Schools (ABS) Academic Journal Guides 2021. The oldest article included in the study was published in 2005 in the Journal of Consumer Psychology and is a highly cited paper on the topic (Thomson et al, 2005) and the most recent article by Zhang and Patrick (2021) is published in the Journal of Marketing .…”

Section: Literature Review Methods and The Sample Papersmentioning

confidence: 99%

“…Related to purchase intentions include the variables ‘share of wallet’ (Hwang et al, 2019) as well as ‘willingness to pay’, cited in studies ( n = 4) (Hyun & Han, 2015; Jiménez & Voss, 2014; Li et al, 2019; Zhang & Patrick, 2021) as a dependent variable when conducting research on brand attachment. Willingness to pay is a measure of how much a consumer might be prepared to pay for goods, especially in relation to desirable brands.…”

Section: (C) Characteristics: Brand Attachment As a Mediator Antecede...mentioning

confidence: 99%

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Antecedents and consequences of brand attachment: A literature review and research agenda

Hemsley‐Brown

2022

Int J Consumer Studies

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Consumers develop powerful connections with brands and they feel a strong bond or attachment to favourite brands that can lead to re‐purchase behaviour, reduced price sensitivity and increased customer loyalty. Gaining greater in‐depth knowledge of brand attachment offers a powerful means of understanding and facilitates modelling the mechanisms for achieving greater profitability and increased revenue for firms. The purpose of this paper is first to map the antecedents, mediators and consequences of brand attachment; second to provide scholars with a map of prior research as a starting point for future research; and third to offer insights to extend understanding of how consumers relate to and engage with brands. The antecedents to brand attachment are categorized under five headings: brand‐related concepts; self‐brand connection and connection; congruence and the self; emotional drivers of brand attachment; and service‐related concepts. The consequences of brand attachment are categorized as: brand loyalty and switching resistance; purchase intentions and willingness to pay; and word of mouth. The review and future research agenda utilize the Theory, Context, Characteristics, Methodology structure: (T) theory and concepts; (C) context and industry sectors; (C) characteristics (antecedents, mediators and consequences); (M) methods used in prior research. Recommendations focus on: social media marketing; social media marketing influencers and psychological ownership.

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Section: Literature Review Methods and The Sample Papersmentioning

confidence: 99%

Section: (C) Characteristics: Brand Attachment As a Mediator Antecede...mentioning

confidence: 99%

Antecedents and consequences of brand attachment: A literature review and research agenda

Hemsley‐Brown

2022

Int J Consumer Studies

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“…To examine the first hypothesis and understand if a statistically significant difference in advertising effectiveness existed between the native and banner advertisements, a t -test was used to dichotomously compare the banner ads with the feed ads. Previous marketing research has used similar tests to understand the marketing impact of two conditions (Zhang and Patrick, 2021). Because banner advertisements cannot be shared or commented on, differences were compared based on their condition (feed or banner ad) and then their impact on dependent measures of impressions as well as link clicks was measured.…”

Section: Methodsmentioning

confidence: 99%

Digital consumer engagement: examining the impact of native advertising exposure in a social network

Sussman

Bright

Wilcox

2022

JRIM

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PurposeThe digital environment afforded by social networks has created an opportunity to understand more clearly the impact of social media native advertising on advertising processing outcomes. Thus, the current study integrates native advertising with engagement literature to compare engagement outcomes between feed and banner placements before analyzing engagement outcomes of sponsored social media posts by advertising objective. This work aims to contribute to advertising effectiveness literature arguing for the importance of engagement as a measure of effectiveness.Design/methodology/approachFacebook advertising data were collected from a convenience sample of 10 Facebook advertisers that accounted for roughly $414,000 in advertising spend. Panel data, which are also called longitudinal or cross-sectional time-series data, used 26 months of data from the 10 advertisers to measure relationships between native advertising exposure and digital consumer engagement with advertising by advertising objectives of brand awareness, link clicks, conversions, post-engagement and video views.FindingsExposure to native advertising was a strong predictor of advertising processing and consumption using the three variables of interest: clicks, comments and shares. Ads reaching consumers while natively consuming content in their feed resulted in statistically significant improvements in impressions and clicks when compared to banner ads. Exposure to native ads was significantly related to all engagement outcomes of interest, except for advertisers who chose post-engagement as their advertising objective.Practical implicationsThe results suggest that for advertisers seeking clicks, post-engagement objectives should likely be avoided. For this group, impressions were not related to link clicks but were related to comments and shares. Native advertising placements in the feed, however, are generally more effective than banner ads on Facebook for advertisers seeking engagement.Research limitations/implicationsThis research is one of few studies to use longitudinal advertising data to explore engagement effects using real-world data collected from a diverse set of Facebook advertisers over a 26-month period. This study shows that interactive marketers using a social media feed to reach consumers can expect positive outcomes in advertising consumption, affective and cognitive processing and advocacy, but those outcomes may vary by advertising objective.Originality/valueGiven the uniqueness of the data set, the findings contribute to native advertising literature and to the literature on digital consumer engagement with advertising in social media. The study also provides empirical support for the efficacy of native advertising.

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“…In addition to impulsive/compulsive purchases (Lim et al 2020;Japutra et al 2018c;Ramadan et al 2021), consumers also show a willingness to pay a premium price for brands to which they have an attachment (Sreejesh et al 2016;Orth et al 2012;Thomson et al 2005). Furthermore, as a consequence of brand attachment, consumers perceive brand-related information as authentic (Zhang and Patrick 2021), spread positive word-of-mouth (Kwon and Mattila 2015;Magnoni et al 2021;VanMeter et al 2018), defend the brand from criticism (Japutra et al 2014), show resistance to negative information (Japutra et al 2018a;Lin et al 2021), forgive the brand in cases of transgression (Fedorikhin et al 2008), join the brand community (Takamatsu 2021;Hung 2014), and perform difficult behaviour (Park et al 2010). Consumers also exhibit positive attitudes towards brand logo change (Walsh et al 2019;Grobert et al 2016), new products (Aboulnasr and Tran 2020), and brand extensions (Chang et al 2020;Pourazad et al 2019).…”

Section: Outcomes Of Brand Attachmentmentioning

confidence: 99%

Brand attachment: a review and future research

Shimul

2022

J Brand Manag

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This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total of 171 papers were selected and analysed using a framework-based approach. In addition to exploring the theories and frameworks, this review summarises the contexts, antecedents, outcomes, mediators, and moderators of brand attachment. Based on the gaps identified in current studies, directions are provided for future brand attachment research. The review suggests that there are multiple directions in which to take the domain further. Theoretical underpinnings require conceptual clarity and consistency with attachment theory, and the development and validation of research frameworks are essential. Furthermore, the application of contextual measurements and rigorous methodologies is warranted to address the shortcomings of the current literature. The recommendations of this review are expected to facilitate advancements in brand attachment research.

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Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

Cited by 22 publications

References 36 publications

Antecedents and consequences of brand attachment: A literature review and research agenda

Antecedents and consequences of brand attachment: A literature review and research agenda

Digital consumer engagement: examining the impact of native advertising exposure in a social network

Brand attachment: a review and future research

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