پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شمارهها | 6,532 |
| تعداد مقالات | 70,502 |
| تعداد مشاهده مقاله | 124,119,853 |
| تعداد دریافت فایل اصل مقاله | 97,226,419 |
The Dark Side of Consumer–Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors? | ||
| Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
| مقاله 7، دوره 13، شماره 2، تیر 2020، صفحه 289-315 اصل مقاله (747.98 K) | ||
| نوع مقاله: Research Paper | ||
| شناسه دیجیتال (DOI): 10.22059/ijms.2019.287178.673753 | ||
| نویسندگان | ||
| Elham Ebrahimi* 1؛ Faraz Sadeghvaziri2؛ Soroush Shazai Abyaneh2 | ||
| 1Institute for Humanities and Cultural Studies, Tehran, Iran | ||
| 2Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran | ||
| چکیده | ||
| The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS software were used to test the research hypotheses. The results indicated that ideal self-congruence had a significant positive effect on compulsive buying and trash talking. In addition, ideal self-congruence influenced the negative behaviors of consumers toward the brand through brand attachment. Neuroticism had a significant positive effect on compulsive buying and trash talking. However, conscientiousness only influenced trash talking and did not have any significant effect on compulsive buying. The results of this study show the negative behaviors toward brand. The recognition of negative aspects of the relationship between consumers and brands will help practitioners such as marketing managers with appropriate policy making of brand impression based on the characteristics of the target population. This paper has three key contributions. Since brand is one of the most important social factors, the evaluation of its effects on consumers has been considered by many researchers in recent years. However, studying the effects of branding on the negative behaviors of consumers is an under-researched issue. Studying the effect of neuroticism and conscientiousness as two personality characteristics on the negative behaviors toward brands is another neglected area. The third contribution is evaluating the research model in an Eastern culture with specific characteristics and preferences of consumers which make their behaviors different from customers of other cultures such as European or American consumers. | ||
| کلیدواژهها | ||
| Ideal self-congruence؛ Brand attachment؛ Compulsive buying؛ Trash talking؛ Personality | ||
| مراجع | ||
|
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101. Amjad, A., Amjad, F., Jamil, K., & Yousaf, S. (2018). Moderating role of self-congruence: Impact of brand personality on Brand attachment through the mediating role of trust. Information Management and Business Review, 10(1), 13-22 Anderson, E., & Jap, S. D. (2005). The dark side of close relationships. MIT Sloan Management Review, 46(3), 75-82. Colliander, J., & Hauge Wien, A. (2013). Trash talk rebuffed: Consumers' defense of companies criticized in online communities. European Journal of Marketing, 47(10), 1733-1757. Costa, P. T., & McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO–PI–R) and NEO. Odessa, FL: Psychological Assessment Resources. Doron, G., Moulding, R., Kyrios, M., Nedeljkovic, M., & Mikulincer, M. (2009). Adult attachment insecurities are related to obsessive compulsive phenomena. Journal of Social and Clinical Psychology, 28(8), 1022-1049. Druschel, B. A., & Sherman, M. F. (1999). Disgust sensitivity as a function of the Big Five and gender. Personality and Individual Differences, 26(4), 739-748. Egan, V., & Taylor, D. (2010). Shoplifting, unethical consumer behavior, and personality. Personality and Individual Differences, 48(8), 878-884. Ekinci, Y., & Riley, M. (2003). An investigation of self-concept: Actual and ideal self-congruence compared in the context of service evaluation. Journal of Retailing and Consumer Services, 10(4), 201-214. Ekinci, Y., Dawes, P. L., & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1/2), 35-68. Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69(8), 2901-2910. Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of consumer psychology, 13(3), 339-348. Eysenck, H. J. (1958). A short questionnaire for the measurement of two dimensions of personality. Journal of Applied Psychology, 42(1), 14-17. Frost, R. O., Steketee, G., & Williams, L. (2002). Compulsive buying, compulsive hoarding, and obsessive-compulsive disorder. Behavior therapy, 33(2), 201-214. Garðarsdóttir, R. B., & Dittmar, H. (2012). The relationship of materialism to debt and financial well-being: The case of Iceland’s perceived prosperity. Journal of Economic Psychology, 33(3), 471-481. Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of marketing, 73(6), 18-32. Haigler, E. D., & Widiger, T. A. (2001). Experimental manipulation of NEO-PI-R items. Journal of Personality Assessment, 77(2), 339-358. Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. Thomas Hickman and James Ward (2007) ,"The Dark Side of Brand Community: Inter-Group Stereotyping, Trash Talk, and Schadenfreude", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 314-319 Hickman, T., & Ward, J. (2007). The dark side of brand community: Inter-group stereotyping, trash talk, and schadenfreude. In NA - Advances in Consumer Research, Fitzsimons G. & Morwitz V., Duluth, MN: Association for Consumer Research. Hollenbeck, C. R., & Kaikati, A. M. (2012). Consumers' use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395–405. Horváth, C., & Birgelen, M. V. (2015). The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers. European Journal of Marketing, 49(1/2), 2-21. Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691. Huber, F., Eisele, A., & Meyer, F. (2018). The role of actual, ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands. Psychology & Marketing, 35(1), 47-63 Japutra, A., Ekinci, Y., & Simkin, L. (2019). Self-congruence, brand attachment and compulsive buying. Journal of Business Research. 99, 456-463. Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviors resulting from brand attachment: The moderating effects of attachment styles. European Journal of Marketing, 52(5/6), 1185-1202. Japutra, A., Ekinci, Y., Simkin, L., & Nguyen, B. (2014). The dark side of brand attachment: A conceptual framework of brand attachment's detrimental outcomes. The Marketing Review, 14(3), 245-264. Johnson, A. R., Matear, M., & Thomson, M. (2010). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108-125. Johnson, T., & Attmann, J. (2009). Compulsive buying in a product specific context: Clothing. Journal of Fashion Marketing and Management: An International Journal, 13(3), 394-405. Judge, T. A., Erez, A., Bono, J. E., & Thoresen, C. J. (2002). Are measures of self-esteem, neuroticism, locus of control, and generalized self-efficacy indicators of a common core construct? Journal of personality and social psychology, 83(3), 693. Kessous, A., Roux, E., & Chandon, J. L. (2015). Consumer–brand relationships: A contrast of nostalgic and non‐nostalgic brands. Psychology & Marketing, 32(2), 187-202. Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964. Kucuk, S. U. (2019). Antecedents of Brand Hate. In Brand Hate, navigating consumer negativity in the digital world (pp. 49-86). Palgrave Macmillan: Cham. Kukar-Kinney, M., Ridgway, N. M., & Monroe, K. B. (2012). The role of price in the behavior and purchase decisions of compulsive buyers. Journal of Retailing, 88(1), 63-71. Kumar, S. (2013). Value congruity, identity and store image formation: A conceptualization of consumers’ retail store choice behavior. International Journal of Management and Social Sciences Research, 2(11), 23-32. Kyrios, M., Frost, R. O., & Steketee, G. (2004). Cognitions in compulsive buying and acquisition. Cognitive Therapy and Research, 28(2), 241-258. Landy, F. J., & Conte, J. M. (2017). Work in the 21st century: An introduction to industrial and organizational psychology. New Jersey: Wiley Global Education. Lawrence, L. M., Ciorciari, J., & Kyrios, M. (2014). Relationships that compulsive buying has with addiction, obsessive-compulsiveness, hoarding, and depression. Comprehensive psychiatry, 55(5), 1137-1145. Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17. Malär, L., Herzog, D., Krohmer, H., Hoyer, W. D., & Kähr, A. (2018). The Janus face of ideal self-congruence: Benefits for the brand versus emotional distress for the consumer. Journal of the Association for Consumer Research, 3(2), 163-174 Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52. Marticotte, F., Arcand, M., & Baudry, D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand. Journal of Product & Brand Management, 25(6), 538-549. Mikołajczak-Degrauwe, K., Wauters, B., Rossi, G., & Brengman, M. (2012). Does personality affect compulsive buying? An application of the big five personality model. In Psychology - Selected Papers, Rossi, G. (Ed.), (pp. 131-144). Croatia: InTech. Mrad, M., & Cui, C. C. (in press). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research. Muniz, A.M. & Hamer, L.O. (2001). Us versus them: Oppositional Brand loyalty and the cola wars, in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA : Association for Consumer Research, Pages: 355-361. Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of tourism Research, 38(3), 1009-1030. Nam, J., Lee, Y., Youn, N., & Kwon, K. M. (2016). Nostalgia's fulfillment of agentic and communal needs: How different types of self‐concepts shape consumer attitudes toward nostalgia. Journal of Consumer Behaviour, 15(4), 303-313 O'Guinn, T. C., & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of consumer research, 16(2), 147-157. Otero-López, J. M., & Villardefrancos, E. (2013). Five-Factor Model personality traits, materialism, and excessive buying: A mediational analysis. Personality and Individual Differences, 54(6), 767-772. Palazzo, G., & Basu, K. (2007). The ethical backlash of corporate branding. Journal of Business Ethics, 73(4), 333-346. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17. Rainey, D. W., & Granito, V. (2010). Normative rules for trash talk among college athletes: An exploratory study. Journal of Sport Behavior, 33(3), 276-294. Read, W., Robertson, N., & McQuilken, L. (2011). A novel romance: The technology acceptance model with emotional attachment. Australasian Marketing Journal (AMJ), 19(4), 223-229. Ridgway, N. M., Kukar-Kinney, M. & Monroe, K. B. (2008). An expanded conceptualization and a new measure of compulsive buying. Journal of consumer Research, 35(4), 622-639. Roberts, J. A., Manolis, C., & Pullig, C. (2014). Contingent self‐esteem, self‐presentational concerns, and compulsive buying. Psychology & Marketing, 31(2), 147-160. Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management, 22(8), 658-672. Romani, S., Sadeh, H., & Dalli, D. (2009). When the brand is bad, I'm mad! An exploration of negative emotions to brands. In NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Association for Consumer Research, Pages: 494-501. Roy, R., & Rabbanee, F. K. (2015). Antecedents and consequences of self-congruity. European Journal of Marketing, 49(3/4), 444-466. Sacramento D, & Flight R. (2014). Brand attachment and the compulsive buyer. Chicago, IL: Marketing Management Association, Spring 2014 Proceedings, 148–150. Simons, H. D. (2003). Race and penalized sports behaviors. International Review for the Sociology of Sport, 38(1), 5-22. Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. Tripp, T. M., & Grégoire, Y. (2011). When unhappy customers strike back on the Internet. MIT Sloan Management Review, 52(3), 37-44. Tyler, G. P., & Newcombe, P. A. (2006). Relationship between work performance and personality traits in Hong Kong organizational settings. International Journal of Selection and Assessment, 14(1), 37–50. Van Quaquebeke, N., Becker, J. U., Goretzki, N., & Barrot, C. (2019). Perceived ethical leadership affects customer purchasing intentions beyond ethical marketing in advertising due to moral identity self-congruence concerns. Journal of Business Ethics, 156(2), 357-376. Verplanken, B., & Sato, A. (2011). The psychology of impulse buying: An integrative self-regulation approach. Journal of Consumer Policy, 34(2), 197-210. Wallace, E., Buil, I., & de Chernatony, L. (2017). Consumers’ self-congruence with a “Liked” brand: Cognitive network influence and brand outcomes. European Journal of Marketing, 51(2), 367-390. Wang, J., Iannotti, R. J., Luk, J. W., & Nansel, T. R. (2010). Co-occurrence of victimization from five subtypes of bullying: Physical, verbal, social exclusion, spreading rumors, and cyber. Journal of Pediatric Psychology, 35(10), 1103-1112. Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177-195. Zhang, J., & Bloemer, J. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161-178. | ||
|
آمار تعداد مشاهده مقاله: 2,479 تعداد دریافت فایل اصل مقاله: 2,610 |
||