Details
| Original language | English |
|---|---|
| Title of host publication | Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era |
| Subtitle of host publication | Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference |
| Publisher | Springer Nature |
| Pages | 327 |
| Number of pages | 1 |
| Publication status | Published - 2016 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Motivated by the success of major brands like Coca-Cola or Apple, marketing researchers continuously try to better measure consumers’ brand perception and behavior. The comprehensive analysis of a brand’s intangible value drivers is therefore one of the main subjects in brand research and brand management. Important question especially arise from the customer-brand relation: Why do consumers love specific brands, why do they hate some and how does love turn into hate? In order to better understand the underlying brand mechanics, a growing number of marketing researchers not only explores the explicit (conscious) elements of brand affection, but also their implicit (unconscious) facets. Still, research studying consumers’ underlying implicit, in terms of automatic evaluations of a brand is scarce. Against this background, our paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. Our results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points. Furthermore, our results indicate that the implicit side of brand attitude can show a totally different picture of the brand depending on the analyzed brand touch point, enabling marketing managers to better detect and counter unplanned or unwanted brand attitude changes.
Keywords
- Brand Affection, Brand Love, Explicit Brand Attitude, Implicit Brand Attitude
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Springer Nature, 2016. p. 327 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Make Brand Love, Not War
T2 - The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection
AU - Langner, Sascha
AU - Schmidt, Steffen
AU - Wiedmann, Klaus Peter
AU - Haase, Janina
AU - Fritz, Sebastian
PY - 2016
Y1 - 2016
N2 - Motivated by the success of major brands like Coca-Cola or Apple, marketing researchers continuously try to better measure consumers’ brand perception and behavior. The comprehensive analysis of a brand’s intangible value drivers is therefore one of the main subjects in brand research and brand management. Important question especially arise from the customer-brand relation: Why do consumers love specific brands, why do they hate some and how does love turn into hate? In order to better understand the underlying brand mechanics, a growing number of marketing researchers not only explores the explicit (conscious) elements of brand affection, but also their implicit (unconscious) facets. Still, research studying consumers’ underlying implicit, in terms of automatic evaluations of a brand is scarce. Against this background, our paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. Our results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points. Furthermore, our results indicate that the implicit side of brand attitude can show a totally different picture of the brand depending on the analyzed brand touch point, enabling marketing managers to better detect and counter unplanned or unwanted brand attitude changes.
AB - Motivated by the success of major brands like Coca-Cola or Apple, marketing researchers continuously try to better measure consumers’ brand perception and behavior. The comprehensive analysis of a brand’s intangible value drivers is therefore one of the main subjects in brand research and brand management. Important question especially arise from the customer-brand relation: Why do consumers love specific brands, why do they hate some and how does love turn into hate? In order to better understand the underlying brand mechanics, a growing number of marketing researchers not only explores the explicit (conscious) elements of brand affection, but also their implicit (unconscious) facets. Still, research studying consumers’ underlying implicit, in terms of automatic evaluations of a brand is scarce. Against this background, our paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. Our results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points. Furthermore, our results indicate that the implicit side of brand attitude can show a totally different picture of the brand depending on the analyzed brand touch point, enabling marketing managers to better detect and counter unplanned or unwanted brand attitude changes.
KW - Brand Affection
KW - Brand Love
KW - Explicit Brand Attitude
KW - Implicit Brand Attitude
UR - http://www.scopus.com/inward/record.url?scp=85015988350&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-11815-4_98
DO - 10.1007/978-3-319-11815-4_98
M3 - Conference contribution
AN - SCOPUS:85015988350
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 327
BT - Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
PB - Springer Nature
ER -