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Perceived identity threat and brand advocacy responses to different types of brand-related attacks
Internet Research ( IF 5.9 ) Pub Date : 2024-09-10 , DOI: 10.1108/intr-05-2023-0352
Junyun Liao , Jiawen Chen , Yanghong Hu , Raffaele Filieri , Xiaoliang Feng , Wei Wang

Purpose

Users frequently target rival brands through direct criticism or indirect customer insults, yet the impact of such attacks on brand advocacy remains unexplored. The purpose of this study is to classify online attacks into brand-targeted attacks and consumer-targeted attacks and further investigate their differential impacts on brand advocacy and the underlying mechanism and a boundary condition of those impacts.

Design/methodology/approach

Three experimental studies using different types of brands (electronics, universities and sports footwear) are conducted to examine the effects of brand-related attack targets on brand advocacy.

Findings

This research shows that consumer-targeted attacks trigger higher brand advocacy through increasing perceived identity threat than brand-targeted attacks. Moreover, the effect of consumer-targeted attacks (versus brand-targeted attacks) on brand advocacy is mediated by perceived identity threat and mitigated when consumers’ identification with the attacked brand is strong.

Practical implications

The study’s findings yield practical applications for marketers and brand managers, assisting them in understanding consumers’ reactions to brand attacks. This study serves as a reference for firms to consider leveraging the association between brand identification and brand-related attack targets and uniting with loyal brand fans to manage online brand conflicts.

Originality/value

The present study extends prior literature on customer-brand relationships in the context of online attacks. Through investigating the impacts of brand-targeted and consumer-targeted attacks on brand advocacy, this research offers theoretical insights into consumers’ responses to online attacks with different targets.



中文翻译:


感知到的身份威胁和品牌宣传对不同类型的品牌相关攻击的反应


 目的


用户经常通过直接批评或间接侮辱客户来瞄准竞争对手的品牌,但此类攻击对品牌宣传的影响仍有待探索。本研究的目的是将在线攻击分为针对品牌的攻击针对消费者的攻击,并进一步研究它们对品牌宣传的不同影响以及这些影响的潜在机制和边界条件。


设计/方法论/途径


使用不同类型的品牌(电子产品、大学和运动鞋)进行了三项实验研究,以检验与品牌相关的攻击目标对品牌宣传的影响。

 发现


这项研究表明,与针对品牌的攻击相比,针对消费者的攻击通过增加感知的身份威胁来触发更高的品牌拥护度。此外,以消费者为目标的攻击(相对于以品牌为目标的攻击)对品牌宣传的影响是通过感知到的身份威胁来调节的,当消费者对受攻击品牌的认同很强时,这种影响就会减轻。

 实际意义


该研究的结果为营销人员和品牌经理提供了实际应用,帮助他们了解消费者对品牌攻击的反应。本研究可为企业考虑利用品牌识别与品牌相关攻击目标之间的关联,联合忠实的品牌粉丝来管理在线品牌冲突提供参考。

 原创性/价值


本研究扩展了在线攻击背景下客户与品牌关系的先前文献。通过调查针对品牌和针对消费者的攻击对品牌宣传的影响,本研究为消费者对不同目标的在线攻击的反应提供了理论见解。

更新日期:2024-09-09
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