Awe‐inspired: Appraising awe's consequences for consumers and brands

Brand Community as Co-Creation Value in the Service-Dominant Logic of Marketing

The aim of this investigation is to understand the Harley-Davidson (HD) brand community members in Portugal and its consequences on their behaviors and brand loyalty. Throughout this work, it is mentioned how the HD brand developed the brand community, becoming an appealing brand for freedom lovers. This research focused on 429 members of HD brand community in Portugal. The methods used to analyze data were a descriptive data analysis, the chi-square independence tests, the chi-square automatic interaction detector (CHAID) model and the binary logistic regression. The results show that brand communities provide to its members the experience of integration with others, reinforcing brand loyalty. The merchandising and accessories purchase by brand community members is also reinforced.KeywordsBrand communityHarley-DavidsonTribal marketingConsumer behaviorLoyalty

Recently, the brand community issue seems to be growing in importance in marketing research. As a result of the popularity of the internet, virtual brand community becomes more and more important in theory and practice. The function of brand community is not only can enhance the interaction of firms and customers but also the relationships between customers. Besides, the brand community can provide a platform f or experience and information sharing. This study explores the effect of brand community cohesiveness in group and individual consumer behaviors from a multiple-level perspective. At the individual level, the relationship between the perceived risk and purchase attention of individual consumers are analyzed extensively, and then the moderating effects of product knowledge are examined also. We collected brand community data using questionnaire surveys, collecting 237 forms. At the individual level, the results revealed a negative relationship between perceived risk and purchase intention and a moderating effect of product knowledge on this negative relationship. At the group level, on the other hand, brand community cohesiveness had no significant moderating effect on perceived risk and purchase intention. Nevertheless, brand community cohesiveness had positive and significant direct effects on the purchase intention of consumers, as well as on brand identity and loyalty. Implications of the results, as well as use of HLM in multilevel investigations, are discussed.

In a world of swift digital transformations, the global market is seeing notable structural shifts. This applies not only to novel technologies, but also to how brands engage with their consumers. Artificial intelligence (AI) and big data analytics are at the heart of this change. With these instruments, companies can analyze consumer behavior more profoundly and precisely, considering the cultural and behavioral traits of diverse audiences worldwide. This allows them to hone their marketing strategies and cultivate a strong emotional bond between the consumer and the brand. The article aims to identify and examine the opportunities that artificial intelligence and big data technologies offer to boost the efficacy of brand communication within the international market. The article reviews theoretical approaches to constructing brand communication in the global market, considering digital transformation, specifically concentrating on the concept and function of brand communication. The key models of brand communication are assessed. The potential of employing artificial intelligence to develop and manage brand communications is examined. The role of big data in making communication decisions, encompassing audience segmentation, analysis of consumer behavior, and content adjustment to cultural specificities is identified. Particular attention is given to the integration of AI and Big Data into a brand’s global communication plan. The pros and cons associated with incorporating AI and Big Data into brand communication strategies, including ethical and legal aspects, are outlined. The article suggests constructing brand communication centered on artificial intelligence and big data, and offers suggestions for brands on the effective application of digital technologies in communicating with consumers on a worldwide scale. Via artificial intelligence and data analytics, brands can ensure a consistent customer experience throughout all stages of interaction. This starts with social media and expands all the way to physical points of sale, which in turn helps to boost customer loyalty and satisfaction. Analytics of behavioral, demographic, and contextual data allows for precise segmentation, recognizing consumer needs, and predicting market trends. This produces the conditions for brands to more effectively tailor content to the cultural and regional attributes of their audience.

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Temporal discounting, which is apparent in all modes of consumer behaviour from the routine to the addictive, is an evolutionary endowment that has been biologically and culturally modified through time. Its evolutionary advantage is most obvious in the pre-agricultural phases of the Pleistocene era, when immediate consumption was essential to both survival and biological fitness and delay would inhibit both. The capacity to overcome impulsivity, on which both agrarian and animal husbandry depended, required the development of executive functions that enable long-term memory, self-rule formation and the self-control of emotional response to engender behavioural inhibition. In human evolutionary terms, the key outcome of this development has been the capacity of behaviour to be reinforced by symbolic as well as functional consequences and the consequent ability to enter into collective intentionality. The paper argues that only a model of consumer choice that incorporates the various influences on impulsive and inhibited choice and their manifestations can explain both everyday and extreme consumer behaviour. This process requires the integration of evolutionary psychology with the insights provided by neuroeconomics and reinforcement learning. A model of consumer choice based on reinforcement learning, the Behavioural Perspective Model (BPM), enables such integration by synthesizing the range of consumer behaviours observed in the modern world and the differing patterns of influence exerted by their common neurobiological and environmental causes.

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

ABSTRACTThe use of neuro-physiological data in models of consumer choice is gaining popularity. This article presents some of the benefits of using psycho-physiological data in analyzing consumer valuation and choice. Eye-tracking, facial expressions, and electroencephalography (EEG) data were used to construct three non-conventional choice models, namely, eye-tracking, emotion and brain model. The predictive performance of the non-conventional models was compared to a baseline model, which was based entirely on conventional data. While the emotion and brain models proved to be as good as conventional data in explaining and predicting consumer choice, the eye-tracking model generated superior predictions. Moreover, we document a significant increase in predictive power when biometric data from different sources were combined into a mixed model. Finally, we utilize a machine learning technique to sparse the data and enhance out-of-sample prediction, thus showcasing the compatibility of biometric data with well-established statistical and econometric methods.

Abstract. The purpose of the article is to define in a modernist sense the directions of using elements of national authenticity as tools of cultural identification of Ukrainian brands, with their further promotion and positioning on the domestic and international markets. The tasks of the article were: to justify the need to use elements of national authenticity in the conditions of martial law; identify consumer expectations from brand communications in the specified conditions; to investigate the peculiarities of using Ukrainian identities in advertising and brand design cases; evaluate positive business cases of Ukrainian brands in the context of cultural and ethnic positioning; analyze advertising and situational creatives for relevance; to offer a set of identification tools for the formation of programs of recognition, consumer loyalty and differentiation in the market. When writing the article, the following research methods were used: abstract-logical (when forming the concept of using elements of national authenticity as tools of cultural identification of Ukrainian brands); systematization and epistemological method (when assessing the identity of well-known global brands); statistical methods of data processing, methods of grouping and comparison, analytical methods (for evaluating the dynamics of the value of brands); methods of content analysis and Internet monitoring (to determine the effectiveness of the positioning of Ukrainian brands). The scientific novelty of the obtained results lies in the further deepening of theoretical provisions, the development of scientific and methodological foundations and practical recommendations for the further improvement of management processes for the implementation of elements of national authenticity in brand positioning. The specific scientific results characterizing the novelty of the conducted research are as follows: the situationally relevant scientific approach to the formation of brand identification programs, "rebuilding" from competitors and differentiation on the market has been improved; the algorithm for evaluating consumer expectations in brand communications was further developed. The practical significance of the obtained results is that the main theoretical propositions, generalizations and conclusions made by the authors have been brought to the level of specific methods and practical recommendations regarding: increasing the importance of the socio-cultural role of the brand and its integration into the common political and socio-economic context and the formation a positive image of a Ukrainian brand that shares the values of its customers. Key words: national authenticity, Ukrainian brands, cultural identification, brand strategies, identity, consumer behavior, consumer loyalty.

Gender studies is a complex, interdisciplinary field that delves into the impact of societal and cultural norms on gender-related aspects of society. In terms of marketing communications, gender studies are widely discussed across every sub-branch of marketing, including consumer behaviour, advertising, product development and brand communication. Nonetheless, the question of whether this issue has been given sufficient scientific analysis in both academia and in business remains a matter of debate. This epistemological study conducts a keyword analysis of the articles published in the top ten marketing journals over the last 25 years. In general, the articles in the sample group are found to focus on the relationship between gender and marketing mix, brand communication, corporate behaviour, consumer behaviour and stereotypes. While many countries are insensitive to gender inequality, it is thought that international publications should give more importance to studies focusing on women in particular, and it is seen that few studies focusing on gender are included in the research conducted. By analysing research that focuses on gender, this study aims to support marketing professionals for better marketing practices.

Food is a very sensitive area and the most intimate form of consumption. Consumer choice is known to be strongly affected by emotional factors usually not taken into account in economic analysis. At the same time it is clear that such emotional factors can affect consumer behaviour and market reactions above all when there are scandals and concerns. One of the emotional aspects that seems to dominate consumer behaviour in the food sector is so ‐ called magical thinking which leans on two different pillars: the contagion principle and the similarity principle. The contagion principle affects the concept of naturalness which, according to cognitive psychologists, is a key factor in determining consumer preferences. The main element stemming from this psychological approach is the generalised superiority which characterises those foods which are perceived as natural by consumers. It has also been observed that the specific kind of processing as well as the adding or subtracting of unnatural elements can modify the perception of naturalness and the degree of acceptability for food products. A survey which bore all such considerations in mind was conducted on a sample of 180 people interviewed shortly after their shopping trip to super markets and hyper markets in the province of Naples. A questionnaire was submitted to sample in winter 2009. The questionnaire collected information about the perception of naturalness and its role in determining consumer preferences for different food products and different kinds of processing. A specific section of the questionnaire covered a case study and gathered information about the willingness to buy a specific food product: pasteurized and microfiltered fresh cow’s milk. This product has the same nutritional qualities and the same taste as fresh pasteurized cow’s milk, but has a longer shelf life due to specific technology. On the basis of the results and by using a binary model, consumer willingness to purchase the specific milk was estimated. The findings permit an analysis of the role that both different types of product processing or manipulation and the various forms of innovation can play in determining levels of trust and modifying the discrepancy between objective and perceived quality.

Background/Aim: People from different cultures share different thoughts, values, and morals, and the activities they engage in reflect their backgrounds. Advergames are an innovative way to create relationships with your customers. For instance, advergames can be used as a communication tool between your business and the targeted customer to promote your brand. This study focuses on advergames and consumer behaviour, with the aim of investigating the similarities between Saudi Arabia (SA) and the United Kingdom (UK). Methods: This study used a quantitative approach, with participants chosen from different educational institutions in SA and the UK. A total of 500 participants were shortlisted, and questionnaires were designed and distributed among them to gather data. The questionnaire responses were measured on a seven-point Likert scale. The data were then analysed using the Statistical Package of the Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was run to determine the relationship between various constructs, such as persuasiveness, level of experience, brand familiarity, and advergame design, and consumer behaviour. Results: The study found that the brand familiarity and persuasiveness of advergames influenced consumer behaviour. Furthermore, the design of advergames was found to influence consumer behaviour. The study also predicted that the level of experience with the gameplay would influence consumer behaviour. Conclusion: The study found that consumer behaviour is influenced by persuasiveness, level of experience, brand familiarity, and advergame design in the UK and SA. It is suggested that game developers and marketing experts dive right into the consumer black box to learn more about consumer choices, preferences, and comfort zones.

Transformation is one word which can best describe the state of the retail industry at the international and national level. Retailing by its very nature, is a dynamic industry. Retail is currently the booming sector of the Indian economy. This trend is expected to continue for at least the next two-three decades, and it is attracting huge attention from all entrepreneurs, business heads, investors as well as real estate owners and builders. Availability of quality, retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India Retail sector is also supporting to create huge employment while a new form of organized retail sector has emerged within the retail industry and it gave speedy phase to Indian retail sector. The motivation of the study is two-fold: First, to examine the nature of changes in the retail sector taking place due to organized form of retailing and implications of shift to this new form of retailing formats. Secondly, this area has remained largely an unexplored part of research till date especially in the Indian context. The objective of the study is to understand consumer behavior towards organized and unorganized retail stores and to determine the consumers’ satisfaction level from organized as well as unorganized retail stores. The study uses primary data collected through in depth qualitative analysis to represent organized and unorganized retails sectors, respectively in Delhi NCR. Keyword : Consumer behavior, consumer satisfaction, organized retail, unorganized retail Cite this Article Kamana, Hari Shankar Shyam. Consumer Buying Behavior towards Organized and Unorganized Retail Stores in Delhi NCR. E-Commerce for Future & Trends. 2016; 3(3): 1–10p.

Contents * About the Editors * Contributors * Introduction * Part I: Overview * Chapter 1. Consumer Behavior Related to Tourism * Learning Objectives * Motivation of Tourists * Typologies of Tourists * Destination Choice * Models of Consumer Behavior in Tourism * The Nonuser * Summary and Conclusions * Concept Definitions * Review Questions * Part II: Destination Selection and Product Choice * Chapter 2. Estimating What Affects Tourist Destination Choice * Learning Objectives * Introduction * Theoretical Background of Discrete Choice Experiments * A Model of Choices of Hypothetical Destinations on Five Caribbean Islands * A Discrete Choice Experiment on Remote Fly-In Recreational Angling in Northern Ontario * Summary and Conclusions * concept Definitions * Review Questions * Chapter 3. Understanding the Factors Influencing Ski Destination Choice: A Means-End Analytic Approach * Learning Objectives * Introduction * Means-End Theory * General Methodology for Assessing Means-End Relationships * Study Objectives and Methodology * Analysis and Results * Implications for Leisure and Destination Research * Concept Definitions * Review Questions * Optional Project: Measuring Means-End Chains * Chapter 4. The Roles of Image and Perceived Constraints at Different Stages in the Tourist's Destination Decision Process * Learning Objectives * Introduction * The Structure of Destination Choice Sets * Study Hypotheses * Data Collection * Operationalizing facilitators and Inhibitors * Results * Concluding comments * Concept Definitions * Review Questions * Chapter 5. Tourists' Decision-Making and Behavior Processes * Learning Objectives * Introduction * Major Aspects of Tourists' Decision-Making and Behavior Processes * The Need for Relativism: Competing Paradigms in the Social Sciences and in Decision Theory * The Positivist View: The Rational Tourist * The Interpretivist View: The Other Aspect of the Tourist * Summary and conclusions * Concept Definitions * Review Questions * Chapter 6. Family Decision Making and Tourism Behaviors and Attitudes * Learning Objectives * Introduction * Data and Method * Findings * Marketing Implications * Recommendations for Future Research * Concept Definitions * Review Questions * Chapter 7. Consumer Decision Making and Prepurchase Information Search * Learning Objectives * Marketing Communications in the Travel and Tourism Industry * The Nature of Prepurchase Information Search * Types of Information Sought * Amounts and Sources of External Information Search * Determinants of Information Search * Purchase Involvement and Information Search * Strategic Implications * Concept Definitions * Review Questions * Chapter 8. Consumer Choice in Context: The Decoy Effect in Travel and Tourism * Learning Objectives * Introduction * Purpose of the Study * Methodology * Findings * Implications * Limitations * Conclusions * Concept Definitions * Review Questions * Chapter 9. Package Tourism and Customer Loyalties * Learning Objectives * Chapter Aim and Structure * Package Tourism * Travel Experiences and Loyalties * Descriptors of Package Tourism Loyalties * Summary and Conclusions * Concept Definitions * Review Questions * Part III: Perceptions, Expectations, and Satisfaction * Chapter 10. Destination Image and Its Modification After Travel: An Empirical Study on Turkey * Learning Objectives * Destination Image * Image and Marketing * An Empirical Study of the Image Change Induced by Actual Experience of Turkey * Conclusions * Concept Definitions * Review Questions * Chapter 11. Valuing Changes to Scenic Byways * Learning Objectives * Introduction * Economics of Travel Choice Behavior * Sur

Background: As cannabis use in the U.S. has continued to rise among young adults, research is necessary to understand the reinforcing aspects of use. While there are several established demographic indicators of young adult cannabis use, including age, male sex, and sexual orientation, no studies have examined relations between these indicators and facets of cannabis-related positive consequences (i.e., social, mood, cognitive, and sexual enhancement). Objectives: The present study examined associations between age, sex, and sexual orientation with facets of cannabis-related positive consequences. College students (N = 615; age M = 19.98, SD = 1.97; 68.3% female; 27.5% sexual minority) completed self-report questionnaires of demographics, cannabis use frequency, and positive and negative consequences of use. Using exploratory path analysis, we examined associations between common indicators of cannabis use (i.e., age, sex, sexual orientation) and positive consequence facets (i.e., social, mood, cognitive, and sexual enhancement), controlling for cannabis use frequency and negative consequences. We tested models for frequency (i.e., how often) and valence (i.e., how strongly) of positive consequences. Results: Sexual minority orientation was significantly positively associated with several facets of positive consequence frequency and valence, while age was significantly negatively associated with social enhancement consequences. Sex was not associated with positive consequences. Exploratory sensitivity analyses noted similar associations between bisexual/pansexual identity and positive consequence frequency and valence. Conclusions/Importance: The observed associations may help explain use disparities between sexual minorities and their heterosexual peers. Future research is needed to elucidate the role of positive consequences in cannabis use initiation and escalation, which may inform individual tailoring of cannabis prevention and intervention efforts.