The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes

Halkias, Georgios; Kokkinaki, Flora

doi:10.1080/00913367.2014.891087

Cited by 49 publications

(29 citation statements)

References 30 publications

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“…After assessing the measurement model, investigating the fit of the structural model is appropriate. The two manipulating conditions were inserted as independent variables in the model, in line with previous studies suggesting the use of SEM on experimental data, when the data involves multiple latent variables (Halkias & Kokkinaki, 2014). The goodness-of-fit statistics revealed that the model fits the data reasonably well (χ²=795.60, df=240; p<0.001).…”

Section: Measures and Reliabilitymentioning

confidence: 52%

Achieving favourable customer outcomes through employee deviance

Boukis

2016

The Service Industries Journal

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This study advances current knowledge by examining how employee deviance and customer participation during a single employee-customer exchange generate favourable customer responses. This work bridges the employee deviance stream with the service encounter literature and illustrates the importance of equity theory in deviant service exchanges between customers and employees. Moreover, results add to the ongoing debate on service nepotism by canvassing the consequences from the customer's active participation in deviant exchanges which appears to enhance customer perceptions of the exchange. A 3x2 betweensubjects experimental design was adopted which manipulates three types of pro-customer deviance along with customer's participation (or not) to the exchange. The dependent variables capture three types of perceived customer justice (cognitive outcomes) and customer's affective state (affective outcome). Findings illustrate that customers approve employees' deviance for their own benefit while also indicate favourable outcomes from deviant exchanges with employees such as higher perceived justice and a more positive affective state. The article concludes with a discussion of the theoretical and managerial implications, limitations and research directions that emerge from this study.

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Section: Measures and Reliabilitymentioning

confidence: 52%

Achieving favourable customer outcomes through employee deviance

Boukis

2016

The Service Industries Journal

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“…If the degree of incongruity is very high and cannot be explained by existing schemata, consumers become frustrated with their inability to resolve the inconsistency, resulting in a negative evaluation. Therefore, only in conditions of moderate incongruity are consumers able to resolve inconsistency and experience joy and psychological gratification as a result of solving the problem, leading to a better product evaluation or increased advertising effectiveness (Halkias & Kokkinaki, 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

What should we call this color? The influence of color‐naming on consumers' attitude toward the product

Chou

Chu

Chiang

2020

Psychology and Marketing

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Many companies use unique color names to differentiate products, attract consumer attention, and promote sales. This study categorizes the names of colors in detail, and uses schema incongruity and affect regulation theory to elucidate the effects of color names with different typicality and ambiguity. We identify the underlying mechanism and explore how color attribute importance and color name valence moderate the effects of the color name. The results of five studies show the following: (a) atypical-low ambiguity color names (vs. atypical-high ambiguity and typical color names) create a more favorable consumer attitude toward the product; (b) when color is the primary attribute of the product, typical color names are more effective; when color is a secondary attribute, atypical color names yield more favorable effects; (c) for positivelyvalenced color names, an atypical-low ambiguity naming method yields a better response, while for negatively-valenced color names, an atypical-high ambiguity naming method yields a more favorable response; and (d) the color-naming effects are mediated by perceived product uniqueness or playfulness, depending on different conditions. K E Y W O R D S attitude toward the product, color attribute importance, color name valence, color-naming, perceived product playfulness, perceived product uniqueness

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“…In essence, the brand schema is a memory-stored cognitive structure that consists of all the associations consumers attach to a brand as well as of the information specifying the properties of these associations and their interrelation (Boush and Loken, 1991;Halkias and Kokkinaki, 2014;Hoyer and MacInnis, 2008;Sjödin and Törn, 2006). Therefore, brand schemata carry information regarding functional and symbolic attributes, attribute interrelations, and affective assessment that pertain to a brand and its features (Brannon andBrock, 1994, 2006;Dahlén et al, 2005;Goodstein, 1993).…”

Section: The Brand Schemamentioning

confidence: 99%

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

Halkias

2015

Journal of Product &Amp; Brand Management

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Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products and brands. Extant research on how consumers conceptualize brands lacks a single, coherent theoretical framework. The literature is fragmented into different approaches that may prevent comparisons across studies and make it difficult to draw conclusive results. Design/methodology/approach – The paper discusses the central tenets of schema theory and then presents the structure of schematic knowledge and the main typology of consumer schemata. It focuses on the brand schema, delineating its internal properties and drawing analogies with other approaches used to describe consumers’ mental representation of brands. Findings – Schema theory can provide a comprehensive framework to analyze how consumers perceive brand information. A cognitive schema specifies the parameters of knowledge content, discriminates between different types of information and indicates how various pieces of information relate to one another. Importantly, the internal structure of schemata remains stable across conceptual domains, allowing to investigate brand-specific knowledge in different contexts and in conjunction with superordinate and subordinate knowledge structures. Originality/value – This is the first systematic review of the notion of schemata in consumer behavior. It thoroughly describes how schema theory from psychology has been applied in marketing research to describe the organization of market knowledge and illustrates how it may function as an analytical tool.

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The Degree of Ad–Brand Incongruity and the Distinction Between Schema-Driven and Stimulus-Driven Attitudes

Cited by 49 publications

References 30 publications

Achieving favourable customer outcomes through employee deviance

Achieving favourable customer outcomes through employee deviance

What should we call this color? The influence of color‐naming on consumers' attitude toward the product

Mental representation of brands: a schema-based approach to consumers’ organization of market knowledge

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