Brand Embarrassment: Antecedents and Outcomes Variables

Paterne Micha MBELANGANI MBAN, Sevtap ÜNAL

Abstract


The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.


Keywords


Brand Embarrassment, Brand Hate, Brand Detachment, Brand Image, Need for Social Approval, Negative Brand Self-Expressiveness, Interpersonal Influence.

Full Text:

PDF

References


Aaker, D.A. (1996b), “Measuring brand equity across products and markets”, California Management Review, Vol. 31, May, pp. 191‐201.

Alexandre Bonnisseau, (2017) ; L’importance d’une image de marque, Inbound Marketing

Allen C.-T., K.-A. Machleit et S. Schultz Kleine (1992), A Comparison of Attitudes and Emotions as Predictors of Behavior at Diverse Levels of Behavioral Experience, Journal of Consumer

Research, 18, 4, 493-504.

Bearden, Netemeyer, and Teel (1989). Interpersonal Influence: Consumer Susceptibility to

Interpersonal Influence, Journal of Consumer Research, Volume 15, Issue 4, March 1989,

Pages 473–481

Burnkrant, Robert E., and Alain Cousineau. (1975). "Informational and Normative Influence in

Buyer Behavior." Journal of Consumer Research, 2, 206-215.

Carroll, B.A., and A.C. Ahuvia. (2006). Some antecedents and outcomes of brand love. Marketing

Letters 17(2) : 79–89.

Cohen, Joel B. and Ellen Golden (1972), "Informational Social Influence and Product Evaluation," Journal of Applied Psychology, 56 (February), 54-59.

Derbaix C. et M.-T. Pham M. (1989), Pour un développement des mesures de l'affectif en marketing : synthèse des prérequis, Recherche et Applications Marketing, 4, 4, 71-87.

Deutsch, Morton, and Harold B. Gerard. (1955). "A Study of Normative and Informational Influence Upon Individual Judgment." Journal of Abnormal and Social Psychology, /(November), 1-15. Ford, Jeffry D. and Elwood Ellis (1980), "A Re-examination of Group Influence on Member Brand

Preference," Journal of Marketing Research, 17 (February), 125-132.

Goldberg, Gerald Gorn, and Richard W. Pollay (Eds.), Advances in Consumer Research (Vol. 17,

pp. 770-776). Provo, UT: Association for Consumer Research.

Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (1998). “Multivariate Data Analysis”, 5th. NY: Prentice Hall International.

Holbrook M.-B. et E.-C. Hirschman (1982), The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun, Journal of Consumer Research 2(9): 132-140

Holbrook, M. B., Chestnut, R. W., Oliva, T. A., & Greenleaf, E. A. (1984). Play as a Consumption Experience: The Roles of Emotion, Performance, and Personality in the Enjoyment of Games. The Journal of Consumer Research, 11(2), 728–739. doi:10.1086/209009

Jean, M. Twenge and Charles IM, (2007), Changes in the Need for Social Approval, 1958-2001. Journal of Research in Personality, 41(2007): 171-189

Karaşar, B., and Öğülmüş, S., (2016), Sosyal Onay İhtiyacı Ölçeği: Geçerlik ve Güvenirlik Analizi, Ege Eğitim Dergisi 2016 (17)1:84-104

Laverie D.-A., R.-E. Kleine III and S. Schultz Kleine. (1993), Linking Emotions and Values in Consumption Experiences: An Exploratory Study, Advances in Consumer Research, 20, ed. L. McAlister et M.-L. Rothschild, Provo, Utah, Association for Consumer Research, 70-75

Leite, W. L. ve Beretvas, S. N. (2005). Validation of scores on the Marlowe-Crowne social desirability scale and the balanced inventory of desirable responding. Educational and Psychological Measurement. 65, 140-154.

Miller, R. S. (1995), “On the Nature of Embarrassability: Shyness, Social Evaluation, and Social Skills,” Journal of Personality, 63 (June), 315-339.

Moscovici, Serge (1985), "Social Influence and Conformity," in Handbook of Social Psychology, Vol. 2, eds. Gardner Lindzey and Elliot Aronson, New York: Random House, 347-412. Murray, P. N. (2013). Inside the Consumer Mind How Emotions Influence What We Buy The

emotional core of consumer decision-making. Retrieved from https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/ how-emotions- influence-what-we-buy

Perrin-Martinenq D. (2004), The role of brand detachment on the dissolution of the relationship between the consumer and the brand, Journal of Marketing Management, 20, 9/10, pp.1001- 1023.

Schwarz, N., & Clore, G. L. (2007). Feelings and phenomenal experiences. In E. T. Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of basic principles (2nd ed., pp. 385-407). New York: Guilford.

Stafford, James E and Benton A. Cocanougher (1977), "Reference Group Theory," in Selected Aspects of Consumer Behavior, Washington, D.C.: Superintendent of Documents, U.S. Government Printing Office, 361-380.

Stafford, James E. (1966), "Effects of Group Influence on Consumer Brand Preferences," Journal of Marketing Research, 3 (February), 68-75.

Thibault De Vergnette. (2016). Pourquoi le Marketing Emotionnel vous rendra Mémorable. https://www.alesiacom.com/dossiers/pourquoi-le-marketing-emotionnel-rendra-memorable Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of Retailing, 74, 515–539

Walsh, G., A.K. Albrecht, C.F. Hofacker, I. Grant, and I. Takahashi. (2016). Developing and validating a scale of consumer brand embarrassment tendencies. Journal of Business Research 69(3): 1138–1147.

William O. Bearden Richard G. Netemeyer Jesse E. Teel (1989), Measurement of Consumer Susceptibility to Interpersonal Influence, Journal of Consumer Research, Vol. 15, No. 4 (Mar., 1989), pp. 473-481

Xiaobing Song and al, (2017), The effect of embarrassment on preferences for brand conspicuousness: The roles of self-esteem and self-brand connection. Journal of Consumer Psychology (1): 69-83

Zarantonello, L., S. Romani, S. Grappi, and R.P. Bagozzi. (2016). Brand hate. Journal of Product & Brand Management 25(1): 11–25

Zeki & Romaya (2008) and Salvatori (2007). The Psychology of Love and Hate in Intimate Relationships.

Sternberg, R.J. 2003. A duplex theory of hate: Development and application to terrorism, massacres, and genocide. Review of General Psychology 7(3): 299–328.




DOI: https://doi.org/10.31098/jibm.v1i1.228

Article Metrics

Abstract view : 214 times
PDF - 6 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Paterne Micha MBELANGANI MBAN, Sevtap ÜNAL

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

PUBLISHED BY:

RSF Press & RESEARCH SYNERGY FOUNDATION

Proceeding of Japan International Business and Management Research Conference (JIBM). 

Mailing Address: 
Research Synergy Foundation
Jalan Nyaman no 31 
Komplek Sinergi Antapani 
Bandung 40291 - Indonesia. 

Email:info@jibmconference.com

 
The Proceeding of Japan International Business and Management Research Conference (JIBM) is indexed by:
 
  
 
 
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.