Details
| Original language | English |
|---|---|
| Title of host publication | Developments in Marketing Science |
| Subtitle of host publication | Proceedings of the Academy of Marketing Science |
| Publisher | Springer Nature |
| Pages | 629 |
| Number of pages | 1 |
| Publication status | Published - 7 Jan 2017 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Based on the main idea to put ones first name on a coke bottle, Coca-Cola’s “Share a Coke” campaign has since spread to currently more than 80 countries across the globe. And many other brands followed by also printing first names on their product packages (like Nutella or Langnese), although it is still unclear what drives the success of Coca Cola’s campaign in particular. In order to examine Coca-Cola’s campaign from a holistic consumer behavior perspective, the focus of the present study is on the assessment of (positive and negative) explicit and implicit consumer reactions. In this context, the following research questions are investigated: What is the impact of a personalized product packaging with regard to customer’s explicit and implicit brand-related associations? Are the explicit and implicit effects of different brand assessments influenced by different degrees of brand consciousness? An experimental study was conducted to measure the product-related explicit and implicit brand assessments. In the study a self-report questionnaire and a reaction time measurement (SC-IAT) was used. In January 2015 over 228 consumers participated. In order to test the main hypotheses, mean and group comparisons were applied. Our results reveal that for customers with a high brand consciousness, Coca-Cola’s product personalization positively affects attitudinal brand assessment on an explicit and implicit level. The opposite effect was shown for customers with low levels of brand consciousness toward Coca-Cola: Here the personalized product design evoked negative attitudinal associations on an automatic and impulsive information processing level.
Keywords
- Consumer Behavior, Customer Relationship, Customer Relationship Management, Follow Research Question, Processing Level
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Sustainable Development Goals
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2017. p. 629 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Abstract
T2 - Words Have Meaning and Names Have Power—Assessing the Appeal of Personalization of Perceiving One’s Own Name on Coke Bottles
AU - Langner, Sascha
AU - Schmidt, Steffen
AU - Hennigs, Nadine
AU - Karampournioti, Evmorfia
AU - Albertsen, Levke
PY - 2017/1/7
Y1 - 2017/1/7
N2 - Based on the main idea to put ones first name on a coke bottle, Coca-Cola’s “Share a Coke” campaign has since spread to currently more than 80 countries across the globe. And many other brands followed by also printing first names on their product packages (like Nutella or Langnese), although it is still unclear what drives the success of Coca Cola’s campaign in particular. In order to examine Coca-Cola’s campaign from a holistic consumer behavior perspective, the focus of the present study is on the assessment of (positive and negative) explicit and implicit consumer reactions. In this context, the following research questions are investigated: What is the impact of a personalized product packaging with regard to customer’s explicit and implicit brand-related associations? Are the explicit and implicit effects of different brand assessments influenced by different degrees of brand consciousness? An experimental study was conducted to measure the product-related explicit and implicit brand assessments. In the study a self-report questionnaire and a reaction time measurement (SC-IAT) was used. In January 2015 over 228 consumers participated. In order to test the main hypotheses, mean and group comparisons were applied. Our results reveal that for customers with a high brand consciousness, Coca-Cola’s product personalization positively affects attitudinal brand assessment on an explicit and implicit level. The opposite effect was shown for customers with low levels of brand consciousness toward Coca-Cola: Here the personalized product design evoked negative attitudinal associations on an automatic and impulsive information processing level.
AB - Based on the main idea to put ones first name on a coke bottle, Coca-Cola’s “Share a Coke” campaign has since spread to currently more than 80 countries across the globe. And many other brands followed by also printing first names on their product packages (like Nutella or Langnese), although it is still unclear what drives the success of Coca Cola’s campaign in particular. In order to examine Coca-Cola’s campaign from a holistic consumer behavior perspective, the focus of the present study is on the assessment of (positive and negative) explicit and implicit consumer reactions. In this context, the following research questions are investigated: What is the impact of a personalized product packaging with regard to customer’s explicit and implicit brand-related associations? Are the explicit and implicit effects of different brand assessments influenced by different degrees of brand consciousness? An experimental study was conducted to measure the product-related explicit and implicit brand assessments. In the study a self-report questionnaire and a reaction time measurement (SC-IAT) was used. In January 2015 over 228 consumers participated. In order to test the main hypotheses, mean and group comparisons were applied. Our results reveal that for customers with a high brand consciousness, Coca-Cola’s product personalization positively affects attitudinal brand assessment on an explicit and implicit level. The opposite effect was shown for customers with low levels of brand consciousness toward Coca-Cola: Here the personalized product design evoked negative attitudinal associations on an automatic and impulsive information processing level.
KW - Consumer Behavior
KW - Customer Relationship
KW - Customer Relationship Management
KW - Follow Research Question
KW - Processing Level
UR - http://www.scopus.com/inward/record.url?scp=85125193102&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-45596-9_119
DO - 10.1007/978-3-319-45596-9_119
M3 - Contribution to book/anthology
AN - SCOPUS:85125193102
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 629
BT - Developments in Marketing Science
PB - Springer Nature
ER -