Relationship between implicit and explicit attitudes towards domestic and foreign food brands  and personality traits

Plotka, Irina; Urbane, Biruta; Blumenau, Nina

doi:10.22616/erdev.2022.21.tf150

Cited by 2 publications

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“…The study by Plotka et al (2022) investigates the relationship between implicit and explicit attitudes towards domestic and foreign food brands and personality traits. It identifies personality traits and their combinations that influence these preferences, highlighting differences in the role of personality traits in the cognitive and affective bases of implicit and explicit attitudes.…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer Perception Variations Brand Loyalty in Diverse Cultural Contexts

2024

IJFMR

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In today's fiercely competitive markets, fostering brand loyalty is paramount for companies, reflecting their ability to cultivate enduring customer relationships. However, achieving this loyalty involves navigating a complex landscape where consumer sentiments intertwine with cultural dynamics. This study delves into this intricate relationship, illuminating how diverse societal norms, values, and traditions shape consumer behavior across regions and demographics. By examining existing literature and empirical research, this paper aims to untangle the cultural elements influencing brand perceptions and loyalty. Through meticulous analysis, we aim to uncover the cultural drivers steering consumer decision-making, providing valuable insights for businesses aiming to foster brand allegiance in a globalized, culturally diverse environment. Understanding cultural intricacies is not just academic but a practical necessity for businesses seeking growth and competitive advantage. By recognizing nuances within different cultural contexts, companies can tailor branding strategies to resonate with diverse consumer segments authentically. Moreover, comprehending cultural underpinnings helps navigate potential pitfalls, such as inadvertently alienating demographics. Thus, this research serves as a guide for businesses navigating global markets, offering actionable insights to cultivate brand loyalty transcending cultural boundaries.

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Section: Literature Reviewmentioning

confidence: 99%

Consumer Perception Variations Brand Loyalty in Diverse Cultural Contexts

2024

IJFMR

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“…The "cut points" for Explicit "Overall" Brand Attitude are À0.83 and 0.31, for the Implicit "Overall" Brand Attitude are À1.75 and À0.69. The calculation of "cut points" for variables obtained by factor analysis is described in detail in the study [37].…”

Section: Ethnic Minority Groupmentioning

confidence: 99%

“…Therefore, there are 51% of associations and 49% of affective propositions. The calculation of "cut points" for variables obtained by factor analysis is described in detail in the study [37].…”

Section: Primary Ethnic Groupmentioning

confidence: 99%

Affective and Cognitive Bases of Implicit and Explicit Attitudes towards Domestic and Foreign Food Brands: Brand Preferences in Ethnic Primary and Minority Groups

Plotka,

Urbane,

Blumenau

2024

Business, Management and Economics

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The aim of the research is to investigate implicit and explicit attitudes towards domestic and foreign food brands and their affective and cognitive bases in Ethnic Primary and Ethnic Minority groups. Measurements: methodologically balanced procedures of implicit association tests (IAT): Self-Concept IAT, Affective IAT, Cognitive IAT; affective and cognitive explicit procedures. In the Primary Ethnic Group, affective-cognitive independence was revealed, which made it possible to develop two constructs using factor analysis: the affective and cognitive bases of ‘overall’ attitude towards food brands. The structure of the variability of these constructs contains both associations and propositions. Consumer preferences formed on affective and cognitive bases were stronger for domestic food brands than for foreign ones. This has some analogies with both explicit and implicit consumer ethnocentrisms. In the Ethnic Minority Group, implicit-explicit independence was revealed, and implicit and explicit ‘overall’ attitudes towards food brands were built. The structure of the variability of these ‘overall’ attitudes contains affective and cognitive components. Consumer preferences based on implicit ‘overall’ attitude towards food brands are stronger for domestic food brands than for foreign ones. This has some analogies with implicit consumer ethnocentrism. Consumer preferences based on ‘overall’ explicit attitude towards food brands are ambivalent or unpronounced.

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Relationship between implicit and explicit attitudes towards domestic and foreign food brands and personality traits

Cited by 2 publications

References 0 publications

Consumer Perception Variations Brand Loyalty in Diverse Cultural Contexts

Consumer Perception Variations Brand Loyalty in Diverse Cultural Contexts

Affective and Cognitive Bases of Implicit and Explicit Attitudes towards Domestic and Foreign Food Brands: Brand Preferences in Ethnic Primary and Minority Groups

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