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   Articles with "brand attitudes" as a keyword



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Can brand sharing change consumers’ brand attitudes? The roles of agency-communion orientation and message length

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recommendations! Published in 2021 at "Journal of Business Research"

DOI: 10.1016/j.jbusres.2021.02.029

Abstract: Abstract This research explores the effect of agency–communion orientation on changes in consumers’ brand attitudes after brand sharing. Two laboratory studies and one field study indicate that when consumers are communion- (vs. agency-) oriented, their… read more here.

Keywords: agency communion; brand attitudes; length; brand ... See more keywords

The role of user participation and psychological distance in consumer brand attitudes in gamified marketing

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recommendations! Published in 2025 at "Scientific Reports"

DOI: 10.1038/s41598-024-84268-5

Abstract: With the rapid development of the digital age, in the business field, gamified marketing has been applied to practice by more and more enterprises, and has been studied by many scholars in the field of… read more here.

Keywords: gamified marketing; consumer; brand attitudes; language ... See more keywords

Emoji Are Not All Created Equal: The Effects of Emoji Variations on Brand Attitudes, Product Quality Expectations and Trial Intentions

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recommendations! Published in 2025 at "International Journal of Consumer Studies"

DOI: 10.1111/ijcs.70088

Abstract: Contributing to a burgeoning area of research on the nuanced effects of emojis in brand communications, the current research builds understanding of two dominant forms of emoji role—emojis as text reinforcement and emojis as text… read more here.

Keywords: product; attitudes product; quality expectations; brand ... See more keywords

Comparative analysis of fresh food e-commerce brand attitudes based on STM theme model

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recommendations! Published in 2023 at "PLOS ONE"

DOI: 10.1371/journal.pone.0282521

Abstract: The circulation of fresh agricultural products is related to the quality of consumption and agricultural development. This article takes the online reviews of fresh products as the research object and studies the comparative differences of… read more here.

Keywords: comparative analysis; fresh food; brand perception; brand attitudes ... See more keywords

When “I” or “S/He” uses the product: the impact of narrative perspective on consumers’ brand attitudes in storytelling ads

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recommendations! Published in 2024 at "Frontiers in Psychology"

DOI: 10.3389/fpsyg.2024.1338249

Abstract: Introduction Storytelling ad is presented from one or more narrative perspectives. Narrative perspective, which can alter the way in which the plot is physiologically or psychologically perceived, can significantly affect consumer experience. Methods This study… read more here.

Keywords: product; person; brand; brand attitudes ... See more keywords