The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study

Hur, Chung; Hwang, Jiyoung; Chan-Koo, Yeo

doi:10.1057/s41262-019-00181-7

Cited by 4 publications

(4 citation statements)

References 37 publications

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“…That is, secure and anxious attachment styles weaken and strengthen the negative impact of service failure severity on brand forgiveness, whereas an avoidant attachment style plays no significant role. Fourth, prior branding research has shown that thinking styles are valid concepts for understanding the elicitation of salient brand emotions (Jakubanecs et al , 2019), consumers’ reactions to brand extensions (Allman et al , 2019) and brand placement (Hur et al , 2020). Our study also adds to this by showing that holistic and analytic thinking are also valid concepts in service failure contexts: the former weakens, and the latter strengthens, the negative impact of service failure severity on brand forgiveness.…”

Section: Discussionmentioning

confidence: 99%

“…seeing the whole picture), assign causality of an event to the interactions between the focal object and external contextual conditions and feel comfortable with contradictions (i.e. hold non-extreme attitudes and pursue compromise; Choi et al , 2007; Hur et al , 2020). In contrast, analytic thinkers consider the object detached from its context (i.e.…”

Section: Thinking Styles: Holistic Versus Analytic Thinkingmentioning

confidence: 99%

“…Third, prior branding research has shown variations in consumers’ responses to different positive/negative brand-related outcomes (e.g. anti-brand actions) because of their attachment styles (Kordrostami and Kordrostami, 2019) and thinking styles (Hur et al , 2020). However, brand forgiveness, as an outcome, has been ignored, despite its central role in influencing brand betrayal, avoidance, retaliation (Rasouli et al , 2022), repurchase intentions (Tsarenko and Tojib, 2015) and private and public complaining (Fetscherin and Sampedro, 2019).…”

Section: Introductionmentioning

confidence: 99%

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The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles

Alnawas

Khateeb²,

Farha³

et al. 2022

IJCHM

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Purpose The purpose of this study is to examine the effect of service failure severity on brand forgiveness and to investigate the moderating effects of interpersonal attachment styles and thinking styles on the service failure severity–brand forgiveness relationship. Design/methodology/approach The authors used retrospective experience sampling to collect the data and structural equation modeling (AMOS 24) to analyze 570 responses collected via an online survey. Findings This study shows that the service failure severity–brand forgiveness relationship is not always negative, as different conditions may amplify or weaken it. Specifically, a secure attachment style and holistic thinking weaken the negative impact of service failure severity on brand forgiveness, whereas an anxious attachment style and analytic thinking negatively amplify the relationship. An avoidance attachment style did not appear to play a role. Practical implications This study should help hotels fine-tune their segmentation, targeting and positioning efforts and may also help in implementing more focused recovery strategies. Originality/value This study provides insights into the role of psychological traits in amplifying/reducing the negative impact of service failure severity on brand forgiveness, thus showing the importance of developing the psychological profiles of customers beyond demographic profiling. The emotional and cognitive typologies of consumers are key to understanding the dependence of forgiveness on service failure severity.

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Section: Discussionmentioning

confidence: 99%

Section: Thinking Styles: Holistic Versus Analytic Thinkingmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles

Alnawas

Khateeb²,

Farha³

et al. 2022

IJCHM

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“…This thought indicates a possible analytical mindset of Indonesian consumers. Audiences with an analytical mindset distinguish between product placement and overall placement media context (Hur et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

Product Placement On Indonesian Rap Song

Cokki

Nathania²,

Maupa³

2023

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Product placement literature has two gaps, namely research in developing countries including Indonesia and song as media placement. This study aims to fill this gap by testing the effectiveness of product placement in Indonesian rap songs on three aspects of consumer behaviour. The research design used pretest and post-test experiments without a control group involving 74 undergraduates as participants. The treatment used in this research is the song. It's a Dad Thing by Saykoji. The results showed that product placement on the song had an effect on brand recall, attitude towards the song and product placement influenced by attitude towards the artist, and purchase intention influenced by attitude toward product placement.

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Journal of Brand Management: year end review 2020

Powell

2020

J Brand Manag

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The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study

Cited by 4 publications

References 37 publications

The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles

The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles

Product Placement On Indonesian Rap Song

Journal of Brand Management: year end review 2020

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