Danilo C. Dantas

Sensory Similarity: A Physical Product Perception in Online Context

Research in marketing recently demonstrated that touch-based devices lead to higher product evaluations when compared to traditional interfaces (Brasel SA, Gips J, J Consum Psychol 24(2):226–233, 2014; Shen H, Zhang M, Krishna A, J Market Res 53: 745–758, 2016). In this research, we aim to better understand the impact of sensory similarity related to product tactile cues, of which we focus on the tactile experience, on product evaluation. We define sensory similarity as the extent to which an indirect sensory experience mimics a traditional in store sensory experience with the product. With two experiments, we show that in online environment, the interface touch is not considered as a diagnostic, but consumers’ experience is enhanced with online tactile stimulation. Yet, we also show that direct tactile stimulation becomes a piece of information when textures are unfamiliar. Based on previous researches on the absence of direct product touch in online environments, we bring another point of view regarding the way of stimulating touch via interfaces (Schlosser A, J Consum Res 30(2):184–199, 2003).

The Impact of Emotion and Brand Placement on Brand Memory: A Neurophysiological View

This paper investigates the interplay of consumer emotional response to Ad content and moment of brand placement on the consumer ability to associate Ad message and brand name. Therefore, this research is not focused on Ad effectiveness but in brand memory and its association with Ad content. Neurophysiological data was collected while subjects were watching emotionally appealing TV Ads and compared with implicit and explicit brand memory tests. The results support the idea that placing the brand in moments of greater emotional response increases the ability to associate brand name and Ad content.

The Effect of Brand Intimacy on Consumer Responses: An Application on a Social Media Context

The increased popularity of such social media as Facebook and Twitter among consumers has opened up opportunities for the development of new business models of online branding and social commerce (Zhou et al. 2013). In particular, consumers look increasingly to social media to form opinions about unfamiliar brands (Newman 2011). However, while social media has been becoming an important tool for branding and customer marketing, there remain many questions concerning the best ways for brands to represent themselves or address their customers in this highly interactive and personal environment of conversation. This important gap in knowledge may be due to the lack of adequate social relationship constructs in many traditional models of electronic commerce (Choi et al. 2011; Liang et al. 2011; Poyry et al. 2013). New social relationship constructs could improve understanding of the consumer responses to marketing stimuli in the social media environment. The present research-in-progress aims to address this issue by analyzing the influence of a yet under explored construct—brand intimacy—on social media. The question that then emerges is: how and when can brand intimacy improve consumer responses on social media?

Is diffusion of marketing competence necessary for a market orientation? A comparative investigation of marketing managers and their defining traits

Purpose – Increasingly, scholars and analysts are urging firms to transition from a model in which marketing is a discrete function to a diffused approach in which marketing is everyone’s job. Prior research has examined differences in firm level performance. However, this firm level focus has overlooked what effects this transition might have on the managers who perform the marketing role. The purpose of this paper is to investigate manager level consequences of transitioning between these approaches by evaluating differences in person-environment (P-E) fit between marketers and non-marketers. Design/methodology/approach – The authors identify core marketing functions and relevant personality traits of marketing managers, based on the marketing literature. The authors then compare personality and career satisfaction data from 465 marketing managers against a larger, general employment sample of 3,100 employees. Finally, the authors examine the relationship of career satisfaction to each of these traits a...