The Experts below are selected from a list of 72 Experts worldwide ranked by ideXlab platform
Jan-frederik Gräve - One of the best experts on this subject based on the ideXlab platform.
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can t help falling in love how brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.
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Can’t help falling in love? How brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.
Amna Kirmani - One of the best experts on this subject based on the ideXlab platform.
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Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent
Journal of Consumer Research, 2000Co-Authors: Margaret C. Campbell, Amna KirmaniAbstract:This article examines conditions that influence Consumers' use of persuasion knowledge in evaluating an influence agent, such as a salesperson. We propose that persuasion knowledge is used when Consumers draw an inference that a persuasion motive may underlie a salesperson's behavior. These motive inferences then Affect perceptions of the salesperson. We propose that two factors, the accessibility of persuasion motives and the cognitive capacity of the Consumer, Affect whether Consumers use persuasion knowledge. When an ulterior persuasion motive is highly accessible, both cognitively busy targets and unbusy observers use persuasion knowledge to evaluate the salesperson. When an ulterior motive is less accessible, cognitively busy targets are less likely to use persuasion knowledge, evaluating the salesperson as more sincere than are cognitively unbusy observers. Several experiments find support for the predictions. Copyright 2000 by the University of Chicago.
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Consumers use of persuasion knowledge the effects of accessibility and cognitive capacity on perceptions of an influence agent
Journal of Consumer Research, 2000Co-Authors: Margaret C. Campbell, Amna KirmaniAbstract:This article examines conditions that influence Consumers’ use of persuasion knowledge in evaluating an influence agent, such as a salesperson. We propose that persuasion knowledge is used when Consumers draw an inference that a persuasion motive may underlie a salesperson's behavior. These motive inferences then Affect perceptions of the salesperson. We propose that two factors, the accessibility of persuasion motives and the cognitive capacity of the Consumer, Affect whether Consumers use persuasion knowledge. When an ulterior persuasion motive is highly accessible, both cognitively busy targets and unbusy observers use persuasion knowledge to evaluate the salesperson. When an ulterior motive is less accessible, cognitively busy targets are less likely to use persuasion knowledge, evaluating the salesperson as more sincere than are cognitively unbusy observers. Several experiments find support for the predictions.
Timo Mandler - One of the best experts on this subject based on the ideXlab platform.
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can t help falling in love how brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.
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Can’t help falling in love? How brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.
Margaret C. Campbell - One of the best experts on this subject based on the ideXlab platform.
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Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent
Journal of Consumer Research, 2000Co-Authors: Margaret C. Campbell, Amna KirmaniAbstract:This article examines conditions that influence Consumers' use of persuasion knowledge in evaluating an influence agent, such as a salesperson. We propose that persuasion knowledge is used when Consumers draw an inference that a persuasion motive may underlie a salesperson's behavior. These motive inferences then Affect perceptions of the salesperson. We propose that two factors, the accessibility of persuasion motives and the cognitive capacity of the Consumer, Affect whether Consumers use persuasion knowledge. When an ulterior persuasion motive is highly accessible, both cognitively busy targets and unbusy observers use persuasion knowledge to evaluate the salesperson. When an ulterior motive is less accessible, cognitively busy targets are less likely to use persuasion knowledge, evaluating the salesperson as more sincere than are cognitively unbusy observers. Several experiments find support for the predictions. Copyright 2000 by the University of Chicago.
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Consumers use of persuasion knowledge the effects of accessibility and cognitive capacity on perceptions of an influence agent
Journal of Consumer Research, 2000Co-Authors: Margaret C. Campbell, Amna KirmaniAbstract:This article examines conditions that influence Consumers’ use of persuasion knowledge in evaluating an influence agent, such as a salesperson. We propose that persuasion knowledge is used when Consumers draw an inference that a persuasion motive may underlie a salesperson's behavior. These motive inferences then Affect perceptions of the salesperson. We propose that two factors, the accessibility of persuasion motives and the cognitive capacity of the Consumer, Affect whether Consumers use persuasion knowledge. When an ulterior persuasion motive is highly accessible, both cognitively busy targets and unbusy observers use persuasion knowledge to evaluate the salesperson. When an ulterior motive is less accessible, cognitively busy targets are less likely to use persuasion knowledge, evaluating the salesperson as more sincere than are cognitively unbusy observers. Several experiments find support for the predictions.
Marius Johnen - One of the best experts on this subject based on the ideXlab platform.
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can t help falling in love how brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.
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Can’t help falling in love? How brand luxury generates positive Consumer Affect in social media
Journal of Business Research, 2020Co-Authors: Timo Mandler, Marius Johnen, Jan-frederik GräveAbstract:Abstract Although researchers have investigated the role of social media for luxury brands at an aggregate level, little is known about the success drivers of luxury brand communication in social media at a more granular level. This study aims to identify the characteristics of luxury brand communication content that trigger positive Consumer Affect, a key determinant of strong Consumer-brand relationships. Specifically, we examine the impact of non-personal (quality, heritage, conspicuousness, uniqueness) and personal (hedonism, extended self) brand luxury dimensions on Consumers’ Affective responses to luxury brand posts. The results from a field study and an online experiment reveal that non-personal luxury dimensions evoke more positive Affect than personal luxury dimensions, due to differences in their (perceived) vividness. Furthermore, the impact of certain brand luxury dimensions on Consumer Affect varies depending on Consumers’ usage experience with a brand. Our findings help managers create social media content that contributes to strong Consumer-brand relationships.