Die Relevanz des Vertrauens für das identitätsbasierte Management globaler Marken. Ein interkultureller Vergleich zwischen Deutschland, Indien und Südafrika

Die Internationalisierung der Märkte erfordert eine globale Ausrichtung von Markenstrategien. Eine wesentliche Voraussetzung für einen nachhaltigen Erfolg bei der Marktdurchdringung ist die Gewinnung des Markenvertrauens bei den Nachfragern. Im globalen Kontext scheint es hierbei unerlässlich, dass kulturelle Unterschiede der Nachfrager in der Vermarktungsstrategie Berücksichtigung finden. Sabrina Hegner baut ein Untersuchungsmodell auf, dessen empirische Analyse zeigt, wie Markenvertrauen länderübergreifend gemessen werden kann, welche Einflussgrößen auf dieses Markenvertrauen wirken und inwieweit signifikante kulturelle und entwicklungsökonomische Unterschiede im Hinblick auf das Markenvertrauen in den Ländern Deutschland, Indien und Südafrika bestehen

How company responses and trusting relationships protect brand equity in times of crises

Brands are susceptible to various forms of crises, regardless of whether a brand’s conscious deviation from socially acceptable practices or forces and activities beyond the brand’s control prompted a crisis. Undeniably, crises can have negative ramifications for the brand’s consumer relationships and financial assets. An experimental study with 187 residents of the Netherlands was conducted to determine whether or not crisis response strategies influence post-crisis brand equity. In addition, the research also investigated the influence of pre-crisis brand trust on the relationship between crisis response and post-crisis brand equity. Results show that the ways in which brands react to a crisis have an influence on brand equity. Non-response leads to the depreciation of brand equity. Furthermore, pre-crisis brand trust can serve as a buffer for a brand during a crisis and even after it

How company responses and trusting relationships protect brand equity in times of crises

Brands are susceptible to various forms of crises, regardless of whether a brand’s conscious deviation from socially acceptable practices or forces and activities beyond the brand’s control prompted a crisis. Undeniably, crises can have negative ramifications for the brand’s consumer relationships and financial assets. An experimental study with 187 residents of the Netherlands was conducted to determine whether or not crisis response strategies influence post-crisis brand equity. In addition, the research also investigated the influence of pre-crisis brand trust on the relationship between crisis response and post-crisis brand equity. Results show that the ways in which brands react to a crisis have an influence on brand equity. Non-response leads to the depreciation of brand equity. Furthermore, pre-crisis brand trust can serve as a buffer for a brand during a crisis and even after it

Modeling habitual and addictive smartphone behavior: The role of smartphone usage types, emotional intelligence, social stress, self-regulation, age, and gender

© 2015 Published by Elsevier Ltd.The present study investigates the role of process and social oriented smartphone usage, emotional intelligence, social stress, self-regulation, gender, and age in relation to habitual and addictive smartphone behavior. We conducted an online survey among 386 respondents. The results revealed that habitual smartphone use is an important contributor to addictive smartphone behavior. Process related smartphone use is a strong determinant for both developing habitual and addictive smartphone behavior. People who extensively use their smartphones for social purposes develop smartphone habits faster, which in turn might lead to addictive smartphone behavior. We did not find an influence of emotional intelligence on habitual or addictive smartphone behavior, while social stress positively influences addictive smartphone behavior, and a failure of self-regulation seems to cause a higher risk of addictive smartphone behavior. Finally, men experience less social stress than women, and use their smartphones less for social purposes. The result is that women have a higher chance in developing habitual or addictive smartphone behavior. Age negatively affects process and social usage, and social stress. There is a positive effect on self-regulation. Older people are therefore less likely to develop habitual or addictive smartphone behaviors

Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions

The internet is the fastest growing advertising segment in the world (Gambaro and Puglisi, 2012). One specific online advertising format that is growing very rapidly is online video advertising. This advertising format owes its explosive growth to the rapid acceleration of online video viewing and is currently the fastest growing advertising format (eMarketer, 2012; Science Daily, 2013). A comparative study indicates that online video ads show a higher impact on recall and ad likeability than TV ads (IAB, 2013)

An experimental study into the effects of self-disclosure and crisis type on brand evaluations – the mediating effect of blame attributions

Purpose: Brands facing a crisis have to decide whether to disclose crisis-related information themselves or to wait and take the risk that a third party breaks the news. While brands might benefit from self-disclosing the information, it is likely that the impact of crisis communication on customers’ evaluation of the brand depends on the type of crisis. This study aims to investigate the influence of type of crisis on the relationshp between disclosure and brand outcomes. Design/methodology/approach: A 2 × 2 between-subjects experiment with 180 Dutch participants was conducted. Findings: Results show that self-disclosure of a negative incident positively affects consumers’ attitude, trust and purchase intention compared to third-party disclosure. Additionally, disclosure and crisis type interact. In times of a product-harm crisis, self-disclosure does not represent an advantage to third party disclosure, while in times of a moral-harm crisis disclosure by the brand is able to maintain customers’ positive attitude towards and trust in the brand compared to disclosure by a third party. Moreover, blame attribution mediates the effect of crisis type on brand evaluations. Originality/value: Recent research indicates that self-disclosing crisis information instead of waiting until thunder strikes has beneficial effects for a brand in times of crisis. However, these studies use the context of product-harm crises, which neglects the possible impact of moral-harm crises. Furthermore, this study adds the impact of blame attributions as a mediator in this context