The impact of brand authenticity on building brand love

The impact of brand authenticity on building brand love - Article summary

Transcript

1. The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle-congruence Marco David Alejandro Correa Barrera José Antonio Mercado Hernández Franklyn Julián Rodríguez Tovar Building
2. Abstract • “This study investigates how brand authenticity perceptions, impression in memory, lifestyle-congruence, and brand love interrelate with one another.” (Manthiou, Kang, Hyun, & Fu, 2018). • "Empirical data was collected from 412 American guests of different luxury hotel brands." (Manthiou, Kang, Hyun, & Fu, 2018). Brand
3. Abstract • "Brand authenticity is a critical determinant of impression in memory, lifestyle- congruence, and brand love. (...) its relationships do not differ between high and low uniqueness perceivers." (Manthiou, Kang, Hyun, & Fu, 2018). Brand
4. Introduction • USA is the leading player in the luxury hotel sector across the globe (Reportlinker, 2017) and it is going to remain the largest market during the forecast period from 2016 to 2021 due to the huge presence of luxury hotels (Zion Market Research, 2017).
5. Introduction • "Luxury hotels value an experience that is consistent with their guests’ lifestyle. (...) Moreover, an important part of this perspective is to identify products/brands that consumers associate with a specific lifestyle“(Manthiou, Kang, Hyun, & Fu, 2018).
6. Introduction • An authentic hotel experience leaves markers in guests’ memory (Cohen and Areni, 1991) because this mental impression is based on the hotel’s distinctiveness (Mehrabian and Russell, 1974). • "Theoretically, there is a need to further understand guests’ authentic experiences as a key driving factor of their engagement through memory impression and lifestyle- congruence.“(Manthiou, Kang, Hyun, & Fu, 2018). Hallway
7. > H1 correspond to impression in memory >H3 and H4 correspond to lifestyle-congruence >H2, H5 and H6 correspond to brand love Hypothesis H1. Brand authenticity will leave a positive impression in hotel guests’ memory. H2. Brand authenticity has a positive influence on hotel guests’ brand love. H3. Brand authenticity has a positive influence on guests’ lifestyle congruence. H4. Impression in memory has a positive influence on consumers’ lifestyle congruence. H5. Impression in memory has a positive influence on hotel brand love. H6. Lifestyle- congruence has a positive influence on brand love.
8. (Manthiou, Kang, Hyun, & Fu, 2018).
9. Research methods Data collection “Data for this was collected using an online self administered questionnaire (...) 412 usable responses were collected”. (Manthiou, Kang, Hyun, & Fu, 2018). Measurement “The measurement scales were based on literature (...) A seven- point Likert scale was used for all the measurement items”. (Manthiou, Kang, Hyun, & Fu, 2018). Research Visitation- specific questions Conceptual model constructs Demographic information
10. Results Descriptive statistics “Luxury marketers begin to target consumers who desire for luxury experiences, even though they are not affluent consumers (Granot et al., 2013). Therefore, the goal of the luxury industry is to tap into the middle class.” (Manthiou, Kang, Hyun, & Fu, 2018) Normality of Data The normality of the data was assessed by estimating the skewness and kurtosis of each measurement item (...) it can be interpreted that non-normality is not an issue of importance for our given data set.” (Manthiou, Kang, Hyun, & Fu, 2018). Confirmatory factor analysis (CFA) “Discriminant validity between impression in memory and brand love was confirmed.”(Manthiou, Kang, Hyun, & Fu, 2018). Results
11. Results • Structural equation modeling • "A positive standardized coefficient of 0.694 (t=9.754, p < .001) supported H1; (...) a coefficient of 0.374 (t=5.697, p < 0.001) supported H2 (…); a coefficient of 0.262 (t=3.438, p < .001) supported H3 (…); a coefficient of 0.448 (t=5.476, p < .001) supported H4 (…); a coefficient of 0.514 (t=6.595, p < .001) supported H5 (…); but the impact of lifestyle- congruence on brand love (H6) was not supported (t=0.472, p=.637).“ (Manthiou, Kang, Hyun, & Fu, 2018). • The moderating effect of need for uniqueness • “Two-stage approach was used (...) none of hypothesized relationships were influenced by the third variable”. (Manthiou, Kang, Hyun, & Fu, 2018). Results
12. Discussions and implications • "The results of this study indicate that brand authenticity is an important predictor of memory impression, lifestyle-congruence, and brand love." (Manthiou, Kang, Hyun, & Fu, 2018). • "Need for uniqueness did not moderate the relationships of brand authenticity with impression in memory, lifestyle- congruence, and brand love." (Manthiou, Kang, Hyun, & Fu, 2018). Discussion
13. 1) "BRAND AUTHENTICITY HAS A POSITIVE INFLUENCE ON IMPRESSION IN MEMORY." 2) "THIS STUDY FOUND THAT BRAND AUTHENTICITY HAS A POSITIVE EFFECT ON LIFESTYLE-CONGRUENCE." 3) "THE FINDINGS OF THIS STUDY REVEALED THAT IMPRESSION IN MEMORY HAS A POSITIVE INFLUENCE ON LIFESTYLE- CONGRUENCE AND BRAND LOVE." 4) "BRAND AUTHENTICITY HAS A POSITIVE INFLUENCE ON BRAND LOVE." 5) "THERE WAS NO SIGNIFICANT RELATIONSHIP BETWEEN LIFESTYLE-CONGRUENCE AND BRAND LOVE." 6) "THE LEVELS OF PERCEIVED UNIQUENESS WERE NOT DIFFERENT, SHOWING THAT GUESTS WITH A HIGH UNIQUENESS NEED WOULD NOT APPRECIATE THE HOTEL EXPERIENCES MORE THAN THOSE WHO REGARDED IT AS COMMON OR NORMAL." Conference
14. Theoretical implications • "Theoretically, this study contributes to the knowledgebase of brand authenticity by revealing the potential outcomes of brand authenticity, in several ways.“(Manthiou, Kang, Hyun, & Fu, 2018). Implications
15. Managerial implications • "The findings suggest that brand managers need to pay attention to brand positioning strategy. When hotels define their authenticity, the lifestyle of target consumers should simultaneously be considered.“(Manthiou, Kang, Hyun, & Fu, 2018). Implications
16. Limitations and future research The participants were US consumers with a luxury hotel experience. 1 This study examined brand authenticity as a unified construct without dissecting its sub-dimensions. 2 This study only explored the moderating effect of need for uniqueness in the conceptual model. 3 This study investigated impression in memory as a mnemonic-oriented variable 4
17. Bibliography • Manthiou, A., Kang, J., Hyun, S. S., & Fu, X. X. (2018). The impact of brand authenticity on building brand love: An investigation of impression in memory and lifestyle- congruence. International Journal of Hospitality Management, 75(March), 38–47. https://doi.org/10.1016/j.ijhm.2018 .03.005 • References for images are located in the space of notes of each slide