The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

How to increase consumer intention to use Chatbots? An empirical analysis of hedonic and utilitarian motivations on social presence and the moderating effects of fear across generations

As chatbots become more advanced and popular, marketing research has paid enormous attention to the antecedents of consumer adoption of chatbots. This has become increasingly relevant because chatbots can help mitigate the fear and loneliness caused by the global pandemic. Therefore, unlike previous work that focused on design factors, we theorize that social presence serves a mediating role between consumer motivations (i.e., hedonic and utilitarian) and intention to use a chatbot service based on self-determination theory. Our results from a structural equation model (n  = 377) indicate that hedonic (but not utilitarian) motivation significantly affects chatbots’ social presence, ultimately influencing intention to use the chatbot service. We also found that fear of COVID-19 amplifies the effect of social presence on intention to use the chatbot service. In this dynamic, we found an additional moderated moderation effect of generational cohorts (i.e., baby boomers and Generations X, Y, and Z) in experiencing different levels of fear of COVID-19. Overall, our findings emphasize the importance of motivation-matching features for consumer adoption of chatbot services. Our findings also indicate that marketers may utilize the fear element to increase adoption of chatbot services, especially when targeting the young generations (e.g., Generation Z).

The retail brand personality—Behavioral outcomes framework: Applications to identity and social identity theories

This study applies identity and social identity theories to develop and test a framework in which retail brand personality influences consumer outcomes [i.e., positive word-of-mouth (WOM) about and patronage intention toward the retailer] through public and/or private self-congruity, strengthened by shopping conspicuousness situation, and retail brand identification (RBI). This is the first study to include social shopping situations to study brand personality and self-congruity. A questionnaire with a 2 (retailer image format) × 2 (shopping situation conspicuousness) between-subjects design was conducted on a sample of US consumers. Structural equation modeling was used to test the hypotheses. The findings suggest a framework in which Genuine, the most influential dimension of retail brand personality, predicted outcome behaviors both directly and indirectly through self-congruities and RBI. The high shopping conspicuousness situation strengthened the relationship between public self-congruity and the overall RBI. The concept of RBI provides an additional theoretical perspective for guiding future research on shopper–brand relationships. In addition, this framework provides practical implications for retail environment design and customer-brand relationship management.

The role of novel instruments of brand communication and brand image in building consumers' brand preference and intention to visit wineries

This research aims to analyze brand communication and brand image as specific drivers of wine brand preference and their influence on wine consumers' intention to visit associated wineries. Specifically, this paper enhances the understanding of the roles of advertising-promotion, sponsorship-public relations, corporate social responsibility, and social media in brand communication, as well as functional, emotional and reputation components in brand image development in the context of wine tourism industry. Data was collected through a structured and self-administered questionnaire from 486 visitors to wineries in Spain. Partial least squares regression was used to evaluate the measurement model and the hypotheses. The empirical analysis shows that brand communication and brand image have similar positive effects on brand preference, and that brand image mediates the relationship between brand communication and brand preference. This research suggests implications for theory and practice relative to brand management in terms of communication and image; and it proposes insights into novel communication tools and marketing activities for the winery tourism industry. Firms should employ a holistic evaluation of brand communication to involve the whole organization, which would enhance the strategic role that brand communication plays.

SUPPLEMENTARY INFORMATION

The online version contains supplementary material available at 10.1007/s12144-021-02656-w.

Promoting Customer Engagement Behavior for Green Brands

This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.

The effects of social comparison orientation on psychological well-being in social networking sites: Serial mediation of perceived social support and self-esteem

This study investigates the effects of the social comparison orientation in social networking sites on psychological well-being. In particular, it examines the mediation effect of perceived social support and self-esteem in the relationship between social comparison orientation and psychological well-being. Data were collected through an online survey with 236 participants in South Korea. The results showed that social comparison orientation negatively influenced psychological well-being. In the relationship between social comparison orientation and psychological well-being, perceived social support had no mediation effect, self-esteem had a significant negative mediation effect, and perceived social support and self-esteem had a negative serial mediation effect. The social comparison orientation in social networking sites could elicit negative emotions, which decrease perceived social support, self-esteem, and psychological well-being. Theoretical and practical implications as well as suggestions for future studies are discussed in detail.