This page has only limited features, please log in for full access.
This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes—attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers’ attitude towards the brand.
Kyung-Min Kim; Benjamin Nobi; Taewan Kim. CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement. Sustainability 2020, 12, 4159 .
AMA StyleKyung-Min Kim, Benjamin Nobi, Taewan Kim. CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement. Sustainability. 2020; 12 (10):4159.
Chicago/Turabian StyleKyung-Min Kim; Benjamin Nobi; Taewan Kim. 2020. "CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement." Sustainability 12, no. 10: 4159.
We investigate a multi-brands sustainable channel coordination problem where a national brand manufacturer sells a product through two local retailers competing against their own store brand product, respectively. We shows how the retailers strategically optimize the price and quality of private brands given the customer tastes and the production costs of the store brands in order to make their store brands sustainable. We identify two underlying strategic forces; a competitive force, and a quality force. First, we find that retailers have an incentive to position their store brand far away from the national brand in order to maximize monopolistic power. This strategic force attenuate the incentives for customer to switch to other retailer’s store brands. One the other hand, we show that the retailers prefer increasing the store brand’s quality to get more profit margin when the production cost is relatively high as well.
Ji-Hung Choi; Taewan Kim; Sang-Uk Jung. Sustainable Decision Making for Store Brand Product. Sustainability 2018, 10, 3944 .
AMA StyleJi-Hung Choi, Taewan Kim, Sang-Uk Jung. Sustainable Decision Making for Store Brand Product. Sustainability. 2018; 10 (11):3944.
Chicago/Turabian StyleJi-Hung Choi; Taewan Kim; Sang-Uk Jung. 2018. "Sustainable Decision Making for Store Brand Product." Sustainability 10, no. 11: 3944.
We explore the impact of consumers’ attitude toward a theme park on the image of the host city. We study how attitudinal aspects of Disneyland in Los Angeles can influence the image of Los Angeles. Using the tripartite approach of attitudes, we model consumers’ attitude of theme parks with three dimensions: cognition, affect, and conation. We show the causal relationships among Disney content, attitudinal constructs, and attitudes toward Los Angeles. Results showed that Disney content influenced cognition, affect, and conation, and both cognition and affect were connected to conation. Finally, affect influenced attitudes toward Los Angeles. Our research provides several implications for both academia and practitioners.
Young Han Bae; Sangkil Moon; Jong Woo Jun; Taewan Kim; Ilyoung Ju. The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area. Sustainability 2018, 10, 3409 .
AMA StyleYoung Han Bae, Sangkil Moon, Jong Woo Jun, Taewan Kim, Ilyoung Ju. The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area. Sustainability. 2018; 10 (10):3409.
Chicago/Turabian StyleYoung Han Bae; Sangkil Moon; Jong Woo Jun; Taewan Kim; Ilyoung Ju. 2018. "The Impact of Consumers’ Attitudes toward a Theme Park: A Focus on Disneyland in the Los Angeles Metropolitan Area." Sustainability 10, no. 10: 3409.