Personality Congruence Among Brands, Recruiters, and Applicants During the Anticipatory Socialization Process

Baker

Warnick

et al. 2020

Self Cite

Purpose Despite the well-established branding literature, how a brand is connected to individual, market and societal/ideological levels are largely unknown. Grounded in the belief in a just world (BJW) theory, the purpose of this study is to investigate the effects of brand positioning status (BPS) on the support of certain brands (financially and non-financially) and examine the moderating roles of brand ideology and protestant work ethic (PWE). Design/methodology/approach In Study 1, a 2 (BPS: topdog vs underdog) × 2 (brand ideology: universalism vs power) between-subjects experimental design is conducted on overall brand support, purchase intention and word-of-mouth. To build upon the findings, Study 2 explores the three-way interaction effects on the same dependent variables by using a 2 (BPS: topdog vs underdog) × 2 (ideology: universalism vs power) × 2 (PWE: high vs low) quasi-experimental between-subjects design study. Findings The results of these studies reveal that customers have a strong intention to support the brands with universalism values, regardless of BPS, as power imbalance in the marketplace is not as salient. When a brand conveys the power ideology, the BPS greatly matters in earning customers’ support. This tendency, however, is varied among customers based on their level of PWE. This is because customers’ justification and evaluation on capitalism differs and their views toward market competitions between topdogs and underdogs are influenced by the personal worldviews. Originality/value The findings build upon belief in a just world theory and branding literature and discuss the importance of considering the BPS and the ideology a brand conveys in the marketplace, as the meanings and messages could be perceived differently based on what kind of work ethic one possesses and supports.

Section: Methods and Resultsmentioning

confidence: 99%

Worldview-based hospitality brand support: belief in a just world theory perspectives

Baker

Warnick

et al. 2020

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“…Response contents and contexts were carefully examined, and themes and categories were generated based on the initial coding until the data reached the saturation point (Funches, 2011). The researchers followed the interpretive analysis process of Kang et al (2019) and generated approximately 10-to-11 themes per question, which were then categorized into a conceptual model with high vs low x - and y -axes, based on patterns that appeared in the data. As this study applied social categorization and identity theories, the coders checked whether these themes and categories were in line with broad theoretical tenets.…”

Section: Methods and Resultsmentioning

confidence: 99%

Customer perspectives on the acquisition of local artisanal companies

Bowen

2020

Purpose The purpose of this study is to provide insight into customers’ psychological processes and behavioral responses after merger and acquisition (M&A) of an artisanal brand. Design/methodology/approach Study 1 adopts a qualitative approach to understand how craft-beer customers perceive M&A decisions. In Study 2, a two-conditioned (M&A types: local and local company M&A vs local and national company M&A) between-subjects design experiment was executed. Findings The findings of this study show M&A’s of artisanal brands cause identity stigmatization, resulting in customers’ identity dissonance and coping strategies. Which coping strategies a customer uses depends on their brand identity, product-category identity and M&A partner types. Research limitations/implications This was an exploratory study that serves as a starting point for future research. Future research could investigate the model proposed in this study by testing the effects of potential moderators and mediators. Practical implications The findings of the study enable companies to better anticipate post-M&A customer behavior, thereby enabling them to enhance their brand positioning when a competitor is acquired by a large company. Originality/value The popularity of locally produced and craft hospitality products has attracted the attention of large companies that acquire artisanal brands. There is a paucity of research investigating post- M&A customer reactions of locally owned artisanal companies by large companies.

“…A scenario-based experimental design study allows for internal and statistical conclusion validity by controlling extraneous and manipulated variables and reducing random noise in the dependent variables with a standardized setting for all subjects . This study tested the hypothesized model with a fictitious vignette to control for unwanted confounding effects from consumers' restaurant familiarity (Kang et al, 2019). This study used several a priori remedies to control for the common method bias as follows: we adopted scales that have multiple items to best reflect psychometric properties, we adopted measurements from wellcited previous studies, we counterbalanced question orders and we ran a pre-test to examine the manipulation stimuli effectiveness and measurement soundness (Hulland et al, 2018;Podsakoff et al, 2003).…”

Section: Design and Proceduresmentioning

confidence: 99%

The gateway bug to edible insect consumption: interactions between message framing, celebrity endorsement and online social support

Baker

2021

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Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed edible insects as a solution, yet the “yuck” factor discourages consumers from actively endorsing this option. Thus, this study aims to find ways to increase consumer acceptance of edible insects. Design/methodology/approach A 2 (message framing: hedonic vs utilitarian) × 2 (celebrity endorsement: absence vs presence) × 2 (social support: low vs high) between-subjects factorial design experiment was conducted. Findings The significant three-way interaction effects show that when celebrity endorsement is absent, there is no difference in restaurant advocacy (RA) and experience satisfaction between utilitarian and hedonic message framing, regardless of low (vs high) social support. However, when celebrity endorsement is present and social support is not lacking, a hedonic (vs a utilitarian) message had more significant effects on dependent variables. Conversely, when celebrity-endorsed messages receive high social support, utilitarian (vs hedonic) messages had a more substantial effect on the outcome variables. Originality/value This study contributes to alternative protein and associated consumer psychology and hospitality marketing literature by introducing marketing strategies for edible insects. By demonstrating the three-way interaction effects of message framing, celebrity, endorsement and social support on RA and experience satisfaction, this study could demonstrate some boundary conditions to consider when applying celebrity endorsement strategies (e.g. message framing and social support). Also, by addressing the effects of social support, this study builds upon the lack of hospitality literature on online social support.