Weathering product-harm crises.

Product-harm crises can seriously imperil a brand's performance. Consumers tend to weigh negative publicity heavily in product judgments, customer preferences may shift towards competing products during the recall period, and competitors often increase their advertising spending in the wake of a brand's misfortune. To counter these negative effects, brands hope to capitalize on their equity, and often use advertising as a communication device to regain customers' lost trust. We develop a multiple-event hazard model to study how consumer characteristics and advertising influence consumers' first-purchase decisions for two affected brands of peanut butter following a severe Australian product-harm crisis. Buying a recently affected brand is perceived as highly risky, making the trial purchase a first hurdle to be taken in the brand's recovery. Both pre-crisis loyalty and familiarity are found to form an important buffer against the product-harm crisis, supporting the idea that a brand's equity prior to the crisis offers resilience in the face of misfortune. Also heavy users tend to purchase the affected brands sooner, unless their usage rate decreased significantly during the crisis. Brand advertising was found to be effective for the stronger brand, but not for the weaker brand, while competitive advertising delayed the first-purchase decision for both brands affected by the crisis.(pro-environmental) attitudes; Behavior; Claim; Cognitive; Consumption; Control; Control theory; Decision; Decisions; Demand; Ecological consumer behaviour; Effects; Ego depletion; Implications; Marketing; Model; Performance; Research; Self-control; Self-perception theory; Social marketing; Studies; Theory; Product; Judgments; Preference; Recall; Advertising; Brands; Communication; Trust; Characteristics; Loyalty;

An Empirical Investigation Of How To Increase User Engagement On Facebook Business Pages

With the raging trend of networking on social networking sites such as Facebook, almost all businesses are trying to reach their consumers using the social networking site. One way of promoting a company\u27s products and services is by increasing the number of its Facebook page followers. We have studied DeLone & McLean’s model of IS success and have adapted it to the scenario of social networking sites, focusing particularly on Facebook. We have taken into consideration the dimensions of information quality and service quality and have studied their impact on consumer engagement and brand advocacy i.e. word of mouth. The proposed model provides quality dimensions that are hypothesized to influence consumer behavior in terms of their engagement and opinion giving. Results show that dimensions of information quality and service quality are important factors in molding consumer behavior accordingly and they partially effect consumer engagement which leads to brand advocacy

CONSUMER IDENTITY AND IMPLICATIONS FOR THE BRAND

In a consumer culture people no longer consume for merely functional satisfaction,but consumption becomes meaning-based, and brands are often used as symbolic resources for theconstruction and maintenance of identity. All human behavior is a symbolic action. People are notjust choosing the best, the fanciest, or the cheapest brands. They’re choosing brands that have theright meaning. Brands are now creating value not just by the products or services they represent,but by the meanings they generate. This meaning is being adopted by consumers to express whothey are and what they stand for. Meaning, in fact, may be the most important product a brandcreates today.identity, consumer divergence, reference groups, brand image, brand culture

Discount Coupons: Beyond the Price Discount Effect

Paper included in Proceedings from the Promotion in the Marketing Mix: What Works, Where and Why, NEC-63 Conference, Toronto, Canada, 1994. Ellen Goddard and Daphne Taylor, editors, pp.42-52.Consumer/Household Economics, Demand and Price Analysis,

Do Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention

Negative consumption experiences adversely influence consumer perceptions of manufacturers and retailers. The author theorizes and finds that analytical thinkers are more likely than holistic thinkers to attribute the cause of the negative consumption experience to the manufacturer, resulting in lower repurchase intention of the manufacturer brand. In contrast, holistic thinkers are more likely than analytical thinkers to attribute the cause of the negative consumption experience to the retailer, resulting in lower repurchase intention at the retailer. These findings are important to marketing managers at both ends of the marketing supply chain--manufacturers and retailers--who deal with consumers with diverse cultural backgrounds

The impact of the negative online reviews on consumers’ purchase intention: Based on the dimension of product information

This paper introduces the impact of negative online reviews on consumers’ purchase intention from the dimension of the product information, namely tangible dimension and intangible dimension. By using the experimental method, this study analyzes the impact of product information, dimension of negative online reviews on purchase intention and the moderating role of product type. Results suggest that (1) the product information dimension of the negative online reviews has a significant effect on purchase intention, but (2) product type has no significant moderating effect between them

When Celebrity Endorsers Act in Their Fictional Stage Characters: the Impact of Congruent and Non-Congruent Media Contexts on Advertising Effects

In advertising, film or TV celebrities can give endorsements in character -i.e. playing fictional roles in films and also in commercials. By means of an experimental study, we contribute to the research on media context effects on advertising effectiveness. We argue that an appropriate fictional media context -which creates the stage persona of an endorser-provides information on fictional character traits that consumers may use to evaluate endorsers in character. We show this to affect endorser evaluation and arousal (measured by means of electrodermal registration) evoked by the ad. In our study, we compare one media context including an actor as a character congruent to the in-character advert, with a media context including an actor in another role (non-congruency)

Can Corrective Ad Statements Based on \u3cem\u3eU.S. v. Philip Morris USA Inc.\u3c/em\u3e Affect Consumer Beliefs about Smoking?

To comply with the court\u27s ruling in U.S. v. Philip Morris USA Inc., tobacco companies must fund a large advertising campaign to \u27correct\u27 smoking beliefs about which consumers may have been misled as a result of past deceptive practices of tobacco companies. The authors use an ad copy experiment to examine (1) the effects of different versions of corrective ad statements that plaintiff intervenors submitted to the court on multi-item belief measures and (2) the impact of the ad versions and beliefs on general attitudes toward smoking across current adult smokers and nonsmokers. The tested ad versions include a copy-only control condition, a copy-with-graphic-visual condition, and a version with a potentially distracting visual. The results indicate that the corrective statements in advertisements can have a positive effect on antismoking beliefs of focal interest in the case and that the test advertisements affect some beliefs more strongly than others. The authors discuss potential policy implications and limitations and provide suggestions for further research