Brad D. Carlson

Consumer‐brand relationships in sport: brand personality and identification

Purpose – The purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending.Design/methodology/approach – A field study was conducted with games watched and retail spending as outcomes. Structural equation modeling was used to explore the relationships among constructs.Findings – The two brand personality dimensions of wholesomeness and successfulness are mediated through prestige to predict the consumers identification with the team. The two brand personality dimensions of imaginativeness and toughness positively influence identification with the team while successfulness has a negative influence on identification with the team. Once a consumer identifies with the team quasi‐brand, retail spending and viewership increase.Practical implications – Sports teams can utilise information gleaned from this study to better promote an attractive image, thereby increasing the number of games watched ...

Advertising creativity and repetition: recall, wearout and wearin effects

Creativity is seen as an important component of advertising, with highly creative ads being easier to recall than control ads. However, the boundary conditions around this effect are less understood. This research examines how creativity influences recall across repeated ad exposures. Additionally, this paper investigates the influence of creativity on advertising wearin/wearout. We utilise creative and control commercials embedded in a television programme for a naturalistic viewing experience, along with a one-week follow-up measure. We find that creative advertisements exhibit higher recall, though repeated exposures reduce this advantage.Further, creative ads are more liked, demonstrate wear in effects more quickly and are less susceptible to wearout.

The Effects of Personality Traits on Social Media Involvement and Electronic Word of Mouth

Within the last decade, social media has become an integral part of many companies’ promotion strategies. Marketing research, however, has largely under-examined the antecedents of consumer social media involvement (SMI) as well as its effects on consumer behaviors such as word of mouth (WOM) activity. Utilizing Mowen’s (2000) 3 M theory of personality, we posit that the compound traits of opinion leadership and opinion seeking have effects on the situational trait of social media involvement (SMI), which effects the surface trait of WOM. Furthermore, in line with the 3 M theory, we posit that the elemental personality traits of neuroticism, openness to experience, extraversion, need for material resources, need for arousal, and agreeableness have directs effects on the compound traits of opinion leadership and opinion seeking. A conceptual model is proposed, and is empirically tested. The results show support for the model, and implications are discussed.

Sports Sponsorship Effectiveness: The Impact of Transformational Consumption Experiences

As technology such as DVR, television subscription services (e.g. Hulu), and video streaming (e.g. Netflix) continues to change the advertising game, more and more marketers are turning to sponsorship of live or interactive events to capture their target market (Schultz 2013). North American firms will spend nearly

Consumer Choice Between Hedonic and Utilitarian Recovery Options in Service Failures: A Mood Regulation Perspective

14 billion on sports sponsorship in 2013 an expected increase of 6 % over 2012 and almost three times the expected increase in overall ad spending (2.3 %) for 2013 (IEG 2013). Of these sponsorships, title sponsorships are the most coveted with firms paying upwards of

Athlete Identification and Brand Personality States

35 million dollars for the naming rights of an event (e.g. Bank of America Chicago Marathon; IEG ImageTrack). According to research on experiential consumption, the experiences consumers have at the sponsored events can potentially impact their perception of the sponsoring brand (Dodson 1996; Schouten et al. 2007). In this study, we find that consumers reporting transformational consumption experiences, defined as intrinsically enjoyable experiences laden with intense emotional content, illustrated significantly greater change in brand integration than consumers who reported more mundane experiences. This relationship was mediated by the degree of self-transformation (measured by change in self efficacy) resulting from the event.

Toward a theory of customer engagement marketing

The need for affect regulation can be explained by the hedonic principle which states that people are motivated to approach pleasure and avoid pain. Mood maintenance theories (e.g., Isen and Means 1983) indicate that a positive mood is more likely to trigger immediate affect regulation compared to a negative mood. In contrast, mood repair theories (e.g., Tice, Bratslavsky, and Baumeister 2001) argue that people who feel upset (vs. happy) are more likely to regulate immediate affect in order to repair their mood. Building on the motivational hierarchy perspective of the 3M Model (Mowen 2000), we propose that individuals’ need to improve their mood as prompted by their regulatory focus may determine their tendency to engage in immediate affect regulation. In particular, our framework suggests that the difference in the need for mood repair experienced by promotion- and prevention-focused consumers may influence their choice between a hedonic and a utilitarian service recovery alternative. The regulatory fit state arising from these choices is then predicted to enhance loyalty behavior toward the service provider.

Human Brands in Sport: Athlete Brand Personality and Identification

By integrating social identity theory with brand personality, the authors test a model of how perceptions of athlete human brands affect consumer’s level of cognitive identification. The authors contend that contrary to the trait schema of human personality, brand personality is a state rather than a trait. States are temporary, brief and caused by external circumstances, while traits are stable, long-lasting and internally caused. The findings suggest that consumers view athletes as human brands with unique personality states that influence consumer perceptions. Additional findings demonstrate that athlete prestige and distinctiveness leads to the evaluation of athlete identification.