Bryan Usrey
University of Leeds
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Publication
Featured researches published by Bryan Usrey.
Global Fashion Management Conference | 2018
Bryan Usrey; Maximilian H. E. E. Gerrath
As blogs continue to grow in importance, they have quickly become one of the largest and most established forms of non-traditional media (Onishi and Manchanda, 2012; Stephen and Galak, 2012). Due to this popularity, brands are striving to connect to consumers through the blogosphere. One of the most popular approaches is incentivization, whereby the brand incentivizes the blogger to write a review of a given product (Uribe, Buzeta and Velasquez, 2016; Hwang and Jeong, 2016). However, incentivization may pose significant risks for bloggers, who are perceived to be independent from corporate interests and a credible source of information. We employed three experimental studies to show that intrinsic, as compared to extrinsic, incentivization acceptance motives mitigate the negative effect of positive incentivized reviews on perceived independence, credibility and ultimately, blog loyalty. In our final experiment, we find that that followers who are attached to a blog are more likely to continue to browse, revisit and recommend the blog, regardless of incentivization acceptance motives.
Bridging Asia and the World: Global Platform for Interface between Marketing and Management | 2016
Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis
Green products are often afflicted with a perceived performance liability, presenting marketing managers with a dilemma of how to motivate consumers to alter their consumption behavior, while acknowledging their negative inferences about green product performance. To address this problem, we develop green emphasis, defined as the prominence given to a firms’ environmental initiative in a green product communication appeal. By employing a green emphasis strategy, a firm makes prominent in a communication message either environmental attributes (Study 1 and 3), or uses assertive terminology (Study 2) to heighten issue importance. When a green emphasis strategy is used, the lack of performance-related extrinsic cues may reduce an individuals’ evaluation of a product’s performance ability. This relationship is mediated by autonomous motivation, which may be enhanced through the provision of information that is of interest and value to an individual (Deci & Ryan, 2000). Next, the moderating variable of performance criticality is examined, whereby the importance of the products’ performance ability is based on its associated category (Study 1) or purchase situation (Study 2). When a product belongs to a performance-critical category, or if situational involvement is heightened, the incongruent product information may heighten the negative impact of green emphasis. Finally, environmental attribute optionality (Study 3) is examined. When optional, the attribute is non-fundamental to the functioning of the base product (Ma, Gill, & Jiang, 2015). By making the environmental attribute an option, it is supposed that the incongruity between the attribute and perceived product performance is mitigated and localized, overcoming the negative effect of green emphasis.
Journal of Travel Research | 2018
Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey
Archive | 2017
Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis
ACR North American Advances | 2017
Antje Graul; Bryan Usrey
ACR North American Advances | 2017
Maximilian H. E. E. Gerrath; Bryan Usrey
ACR North American Advances | 2017
Bryan Usrey; Dayananda Palihawadana; Charalampos Saridakis; Aristeidis Theotokis
Bridging Asia and the World: Global Platform for Interface between Marketing and Management | 2016
Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey
ACR North American Advances | 2016
Maximilian H. E. E. Gerrath; Bryan Usrey
ACR North American Advances | 2015
Alessandro Biraglia; Maximilian H. E. E. Gerrath; Bryan Usrey