Consumers’ brand personality perceptions in a digital world: A systematic literature review and research agenda

International Journal of Consumer Studies, Journal Year: 2022, Volume and Issue: 46(5), P. 1960 - 1991

Published: Feb. 12, 2022

Abstract In a digital world, it is becoming increasingly important for marketing researchers and practitioners to understand how consumers attribute humanlike characteristics personality traits brands, as the brand's has significant influence on consumers’ behavior their brand relationships. However, despite growth in research interest over past two decades, literature perceptions remains fragmented dispersed across contexts. Thus, now an opportune time take stock of field build knowledge foundation future establish domain personality. To this end, systematic review, based TCCM framework, identifies dominant theories, contexts, characteristics, methodologies used study by systematically reviewing 107 peer‐reviewed journal articles published between 2005 2021. Using in‐depth content analysis articles, review integrates findings from different contexts provides new conceptual framework The concludes with comprehensive agenda that highlights need broaden theoretical groundings ( theory ); numerous touchpoints technologies remain underexplored context reveals inconsistencies gaps regarding dimensions, antecedents, consequences suggests diverse, digital‐based approaches methodology ) further advance perceptions.

Language: Английский

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Brand hate: a literature review and future research agenda

European Journal of Marketing, Journal Year: 2022, Volume and Issue: 56(7), P. 2014 - 2051

Published: July 5, 2022

Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to multiple conceptualizations, models and constructs the field. As such, there is an urgent need bring these insights together for a holistic understanding of BH, fostering its growth. This paper aims fill this theoretical gap by bringing field BH delineating opportunities further research. Design/methodology/approach systematic literature review was conducted period about two decades, from 1998 August 2021. The authors included English articles published peer-reviewed academic journals with full texts relevant study, leading usable sample 55 articles. Findings authors’ findings reveal that inadequately distinguished as emotion relationship, while domain used explore remains largely dominated psychology literature. Furthermore, primarily focused on services, little distinction made between hatred across product service context, most studies set developed countries. identify investigate boundary conditions influencing develop more robust measure capture dynamic facet. Research limitations/implications By presenting comprehensive up-to-date overview highlighting future avenues, study believed spur scholarly serve valuable tool researchers advancing BH. Practical implications Analysis determinants antecedents provide managers opportunity nip evil bud preventing such situations may lead into different consequences allow devise appropriate strategies mitigate adverse reactions foster positive consumer–brand relationships. Originality/value provides thorough analysis current state one place draws road map scholars area.

Language: Английский

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Cultural consequences of brands' masstige: An emerging market perspective

Journal of Business Research, Journal Year: 2022, Volume and Issue: 146, P. 338 - 353

Published: April 4, 2022

Language: Английский

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Artificial intelligence applications in fake review detection: Bibliometric analysis and future avenues for research

Journal of Business Research, Journal Year: 2023, Volume and Issue: 158, P. 113631 - 113631

Published: Jan. 11, 2023

Language: Английский

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Types of Consumer-Brand Relationships: A systematic review and future research agenda

Journal of Business Research, Journal Year: 2023, Volume and Issue: 160, P. 113753 - 113753

Published: Feb. 26, 2023

Language: Английский

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Two decades of brand hate research: a review and research agenda

Marketing Intelligence & Planning, Journal Year: 2023, Volume and Issue: 41(6), P. 763 - 789

Published: Aug. 2, 2023

Purpose This review aims to synthesize the brand hate literature and suggest directions for future research on hate. Design/methodology/approach study adopted an integrative method assess literature. Findings The synthesis showed that social identity theory, disidentification theory duplex are prominently used in studies, a larger portion of was conducted Western countries. Further, brand-related, self-congruity, personal factors, information influence community major types antecedents which can produce soft or hard consequences. Lexicometric analysis causes hate, consumers' negative emotional behavioral outcomes anti-brand behavior as key themes research. Research limitations/implications has followed predefined criteria inclusion papers. Thus, is limited articles fulfilled inclusion. Practical implications finding will help marketers, specially managers, craft strategies handle Originality/value still developing remains incoherent, suggesting synthesized needed. systematically reviewed its development over time proposes framework provides comprehensive understanding

Language: Английский

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Brand hate: a systematic literature review and future perspectives

Management Review Quarterly, Journal Year: 2024, Volume and Issue: unknown

Published: Jan. 22, 2024

Language: Английский

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Phygital luxury experiences. A correspondence analysis on retail technologies

International Journal of Consumer Studies, Journal Year: 2024, Volume and Issue: 48(2)

Published: Feb. 1, 2024

Abstract Beliefs play a prominent role in consumer attitudes toward technology. Hence, the interplay between affective and cognitive perceptions results approach or avoidance behaviours. This study examines how phygital interactive in‐store technologies are perceived specific context of luxury retail by providing holistic picture characteristics consumers link to technological applications. Employing correspondence analysis, we highlight contribution dimensions beliefs technology evaluation, both positive negative terms. By differentiating respondents who had already tried those not, findings reveal bias, derived from lack experience, evaluations; while previous usage positively impacts assessment. The provide an outline valuable customer experience enriched devices, showing technology's distinct features attract consumers, these can be leveraged retailer enhance experience.

Language: Английский

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From Wellbeing to Addiction: The Influence of Inclusive Beauty Brands on People With Physical Disabilities

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(1)

Published: Jan. 1, 2025

ABSTRACT Many industries today acknowledge the unique needs of consumers with physical disabilities. The beauty industry, in particular, has been developing new offerings to cater this specific market. This study aims examine effects using inclusive products on psychological wellbeing people disabilities as well brand addiction. follows an exploratory qualitative approach. Data were collected from 215 online reviews and in‐depth interviews 24 different types disability alongside 14 marketing experts. reveals that is primary motivation for use products. However, over time, a strong emotional connection these brands can form, potentially leading addictive behaviors. To avoid addiction could harm their financial wellbeing, companies need gain deeper insights into customers, particularly those vulnerable groups, focus creating effective advertising strategies raise awareness among them. research closely aligns Sustainable Development Goal 10, which create more equitable society.

Language: Английский

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The Sharing Economy: A Systematic Literature Review and Research Agenda

International Journal of Consumer Studies, Journal Year: 2025, Volume and Issue: 49(1)

Published: Jan. 1, 2025

ABSTRACT The sharing economy has emerged as a transformative model in the digital age. However, existing reviews often focus on isolated aspects and provide limited insights into its complexity. This paper comprehensively 92 studies through dual‐framework approach, employing both Antecedents–Decisions–Outcomes (ADO) Theories–Contexts–Methods (TCM) frameworks. ADO framework reveals key factors influencing user decisions—including adoption, usage, booking, continued use, engagement, participation, purchase, switching—that are shaped by economic, social, technological, trust‐related, environmental, political antecedents. Meanwhile, TCM structures an in‐depth examination of dominant theories (e.g., Technology Acceptance Model, Social Exchange Theory), diverse contexts China, US), methods quantitative qualitative) prevalent literature. Key findings emphasize importance regulatory dynamics market shifts engagement platform sustainability. Practical implications offer actionable guidance for managers to enhance retention align strategies with evolving environments. review also identifies future research directions expand our understanding global trends challenges within economy.

Language: Английский

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