- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
Distribution of Brand Love, Brand Coolness, Self-brand Connections and Word-of-mouth Toward the Retail Format of Starbuck in Ho Chi Minh City
Distribution of Brand Love, Brand Coolness, Self-brand Connections and Word-of-mouth Toward the Retail Format of Starbuck in Ho Chi Minh City
NGO, Trong Phuc (Ho Chi Minh City Open University)
MAI, Ngoc Van (Ho Chi Minh City Open University)
TRA, Kim Ngan (Ho Chi Minh City Open University)
Abstract
Purpose: This study aims to analyze the effects of Brand Coolness, Brand Love, and Self-brand Connections on Word-of-mouth positively. The retail format of Starbuck in Vietnam is successful in distribution applied when it becomes the place for customers to express themselves. Consumers are now aware about Brand Coolness of the Starbucks developed in Vietnam then turn to love the brand of store and connect themselves to the brand. In this study, the closest relationship to form the basis for consumer Word-of-mouth about a brand is the relationship between Brand Coolness and Brand Love. Results: The findings show that Brand Coolness and Brand Love are important value factors in customers' minds toward their behavior, form there, it will contribute to the brand store in distribution. Research design, data and methodology: This article used the quantitative technique utilizing PLS-SEM software to test the hypothesis with 600 samples. The data obtained shows that people have Word-of-mouth about the retail format of Starbucks in Ho Chi Minh City. Conclusion: The study has demonstrated the conclusions and proposed solutions to help beverage brands build Brand Love, thereby achieving coolness, connecting brands with themselves, leading to customer Word-of-mouth in a positive way towards retail format.
- keywords
- Distribution, Retail Brand Image, Brand Coolness, Brand Love, Self-brand Connections, Word-of-mouth
참고문헌
Ahuvia, A., Rauschnabel, P. A., & Rindfleisch, A. (2020). Is brand love materialistic? Journal of Product & Brand Management, Vol. ahead-of-print No. ahead-of-print. doi:10.1108/JPBM-09-2019-2566
Ajina, A. S. (2019). Predicting customers’ online word-of-mouth intention: The theory of planned behavior applied to understand youth Saudi social media behaviors. Management Science Letters, 9(10), 1553-1566. doi:10.5267/j.msl.2019.5.030
Ajzen, I. (2006). Constructing a theory of planned behavior questionnaire. Human Behavior and Emerging Technologies, 2(4), 314-324. doi:10.1002/hbe2.195
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. doi:10.1002/HBE2.195
Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of Consumer Marketing, 30(3), 258-266.
Allsop, D. T., Bassett, B. R., & Hoskins, J. A. (2007). Word-ofmouth research: Principles and applications. Journal of Advertising Research, 47(4), 398-411.
Aykut, O. H., Yildiz, T., & Ercis, A. (2019). The mediation role of brand love and experience in the effect of self-brand connection on the brand loyalty. Pressacademia, 6(2), 137-148. doi:10.17261/Pressacademia.2019.1053
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. doi:10.1509/JM.09.0339
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2013). Are lovers more forgiving? The applicability of the theory of planned behavior on brand love and brand forgiveness. Journal of Marketing, 76, 1-16.
Bruun, A., Raptis, D., Kjeldskov, J., & Skov, M. (2006). Measuring the coolness of interactive products: The COOL questionnaire. Behaviour & Information Technology, 35(3), 233-249.
Chaplin, L. N., & John, D. R. (2005). The development of selfbrand connections in children and adolescents. Journal of Consumer Research, 32(1), 119-129. doi:10.1086/426622
Conner, M., & Armitage, C. J. (1988). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464. doi:10.1111/j.1559-1816.1998.tb01685.x
Consiglio, I., De Angelis, M., & Costabile, M. (2018). The effect of social density on word of mouth. Journal of Consumer Research, 45(3), 511-528. doi:10.1093/jcr/ucy009
Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., & Duberstein, P. R. (2012). Coolness: An empirical investigation. Journal of Individual Differences, 33(3), 175-185. doi:10.1027/1614-0001/a000088
Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168-180.
Escalas, J. E., & Bettman, J. R. (2009). Connecting with celebrities:Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research, 13(3), 339-348.
Ferraro, R., Kirmani, A., & Matherly, T. (2013). Look at me! Look at me! Conspicuous brand usage, self-brand connection, and dilution. Journal of Marketing Research, 50(4), 477-488.
Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2018). The perils of self‐brand connections: Consumer response to changes in brand meaning. Psychology and Marketing, 35(11), 818-829. doi:10.1002/mar.21137
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product and Brand Management, 26(1), 26-41. doi:10.1108/JPBM-06-2016-1215/FULL/HTML
Higgins, E. T., Shah, J., & Friedman, R. (1997). Emotional responses to goal attainment: Strength of regulatory focus as moderator. Journal of Personality and Social Psychology, 72(3), Article 515.
Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality, and image on word-of-mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386-398. doi:10.1108/13612021211265791
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic Word-of-mouth on a tourism destination choice: Testing the Theory of Planned Behavior (TPB). Internet Research, 22(5), 591-612. doi:10.1108/10662241211271563/FULL/HTML
Khamwon, A., & Kularbkaew, U. (2021). Brand Coolness, Brand Engagement and Brand Equity of Luxury Brand. Asian Journal of Research in Business and Management, 3(3), 1-7.
Kim, D. H., Sung, Y. H., Lee, S. Y., & Yoo, C. Y. (2021). How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals. International Journal of Market Research, 63(4), 494-513. doi:10.1177/1470785320926803
Kwon, E., & Mattila, A. S. (2015). The effect of Self-brand connection and Self-construal on Brand Lovers’ Word of Mouth (WOM). Cornell Hospitality Quarterly, 56(4), 427-435. doi:10.1177/1938965514566071
Lee, S. Y., Yoo, C. Y., Kim, D. H., & Sung, Y. H. (2020). Distance matters: The effects of self-brand connections and construal levels on ad responses. International Journal of Advertising, 40(7), 1-28. doi:10.1080/02650487.2020.1783153
Lebedko, M. G. (2014). Interaction of ethnic stereotypes and Social and Behavioral Sciences, 154, 179-183. doi:10.1016/j.sbspro.2014.10.132
Loureiro, S. M. C., & Kaufmann, H. R. (2017). The role of online brand community engagement on positive or negative selfexpression word-of-mouth. Cogent Business & Management, 5(1), Article 1508543. doi:10.1080/23311975.2018.1508543
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3-9. doi:10.1177/0146167292181001
Nancarrow, C., Nancarrow, P., & Page, J. (2002). An analysis of the concept of cool and its marketing implications. Journal of Consumer Behaviour: An International Research Review, 1(4), 311-322.
Raptis, D., Bruun, A., Kjeldskov, J., & Skov, M. B. (2017). Converging coolness and investigating its relation to user experience. Behaviour & Information Technology, 36(4), 333-350.
Sarkar, J. G., Sreejesh, S., Sarkar, A., & Dwivedi, Y. K. (2021). Impact of self-brand connection on willingness to pay premium: Relevant mediators and moderators. Psychology & Marketing, 38(11), 1942-1959.
Sundar, S. S., Tamul, D. J., & Wu, M. (2014). Capturing “cool”:Measures for assessing coolness of technological products. International Journal of Human-Computer Studies, 72(2), 169-180.
Wang, L., Yan, L., & Chen, J. (2021). Effects of advertising characteristics, mental simulation and self-brand connections on purchase intention. The Journal of Industrial Distribution & Business, 12(6), 23-35.
Warren, C., Batra, R., Loureiro, S. M. C., & Bagozzi, R. P. (2019). Brand Coolness. Journal of Marketing. 83(5), 36-56.doi:10.1177/0022242919857698
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality, and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398.
Ercis, A., Han Aykut, O., & Yildiz, T. (2019). THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY. Research Journal of Business and Management-RJBM, 6(2), 137–148. https://doi.org/10.17261/Pressacademia.2019
Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL:A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95-109.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수