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Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

This article evaluates when a user-design approach is and is not effective in strengthening brand preference. It specifically delves into the role of power-distance beliefs in influencing preferences for user-designed products and brands. The authors demonstrate that low-power-distance consumers prefer user-designed products to company-designed products, whereas this effect is attenuated or reversed for high-power-distance consumers. The authors find process evidence that both feelings of empowerment and values of expertise differentially mediate brand preferences depending on power-distance beliefs, thus extending prior research findings. Field experiments conducted in the United States and cross-culturally (Austria and Guatemala) with Facebook’s advertising platform provide convergent evidence using country and political orientation as managerially accessible proxies. This research sheds light on when and why firms should be wary of user-design approaches, based on how powerdistance beliefs drive consumers’ preferences.

This research examines the moderating role of consumer’s attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment, purchase likelihood, and brand choice. Results show that anxiously attached individuals are more likely to be differentially influenced by brand personalities. Further, the results indicate that the level of avoidance predicts the types of brand personality that are most relevant to anxious individuals. Specifically, under conditions of high avoidance and high anxiety, individuals exhibit a preference for exciting brands; however, under conditions of low avoidance and high anxiety, individuals tend to prefer sincere brands. The differential preference for sincere (vs. exciting) brand personality emerges in public (vs. private) consumption settings and in settings where interpersonal relationship expectations are high, supporting a signaling role of brand personality in these contexts.

Consumer‐brand relationships can be formed based on individual‐ or group‐level connections. For example, a consumer’s relationship with a Mercedes may be based on the desire to express individual‐level unique identity (e.g., self‐concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group‐level patriotic national identity (e.g., country‐of‐origin connection). We suggest that the effects of self‐concept connection and brand country‐of‐origin connection vary based on self‐construal. Results across two studies reveal that, under independent self‐construal, self‐concept connection is more important. Under interdependent self‐construal, brand country‐of‐origin connection is more important.

We estimate the joint impact of the frequency reward and customer tier components of a loyalty program on customer behavior and resultant sales. We provide an integrated analysis of a loyalty program incorporating customers' purchase and cash-in decisions, points pressure and rewarded behavior effects, heterogeneity, and forward-looking behavior. We focus on four key research questions: (1) How important is it to combine both components in one model? (2) Does points pressure exist in the context of a two-component loyalty program? (3) How is the market segmented in its response to the combined program? (4) Do the programs complement each other in terms of the incremental sales they produce? Our most basic message is that the frequency reward and customer tier components of loyalty programs should be modeled jointly rather than in separate models. We find strong evidence for points pressure for both the customer tier and frequency reward components using both model-based and model-free evidence. We find a two-segment solution revealing a \"service-oriented\" segment that highly values cash-ins for room upgrades and staying in \"luxury\" hotels, and a \"price-oriented\" segment that is more price sensitive and highly values the frequency reward aspects of the loyalty program. Furthermore, we find that both components generate incremental sales. Also, there was slight synergy between the programs but not a huge amount. Overall, each component contributes to increased revenues and does not interfere with the other.

The purpose of this article is to investigate how strategic emphases of merging firms (marketing or research and development) create value in a merger context. The authors suggest that strategic emphasis alignment-the extent to which the resource configurations of acquirer and target firms are similar to or distinct from one another-is a key construct that facilitates value creation. Using data on abnormal stock returns, the authors also suggest that when merging firms have low strategic emphasis alignment, value is enhanced when the merger motive is diversification. In contrast, when merging firms have high strategic emphasis alignment, value is enhanced when the merger motive is consolidation.

Extant research on cobranding does not examine when and why complementarity or similarity between cobranding partners can be more effective. This research examines consumers’ reactions to cobranded partnerships that feature brands with either complementary or similar attribute levels, both of which are common in the marketplace. The results of six experiments show that consumers’ evaluations vary as a function of concept combination interpretation strategy (property mapping or relational linking) and whether cobranded partners have complementary or similar attributes. Specifically, when consumers use property mapping, they evaluate cobranded partnerships with complementary (vs. similar) attribute levels more favorably. In contrast, when using relational linking, they evaluate cobranded partnerships with complementary (vs. similar) attribute levels less favorably. The results also reveal that the breadth of the host brand (broad vs. narrow) and the type of advertising influence the extent to which consumers are likely to use property mapping or relational linking in evaluating cobranded partnerships.

Prior research has found that the announcement of marketing alliances tends to produce no effect on firm value creation in a high-tech context. This article reexamines this issue and investigates whether the characteristics of a firm's network of alliances affect the firm value created from the announcement of a new marketing alliance. The authors investigate whether network centrality, network density, network efficiency, network reputation, and marketing alliance capability influence firm value creation. They examine this question using an event study of 230 announcements for marketing alliances in the software industry. The results indicate that, in general, marketing alliance announcements create value (i.e., abnormal stock returns) for the firm in the announcement period event window. Furthermore, network efficiency and network density have the strongest positive impact when they are moderate; network reputation and network centrality have no effect. These results point to the greater role of relational network characteristics than size-/status-based benefits. Finally, marketing alliance capability, which reflects a firm's ability to manage a network of previous marketing alliances, has a positive impact on value creation.

The price people are willing to pay for a good is often less than the price they are willing to accept to give up the same good, a phenomenon called the endowment effect. Loss aversion has typically accounted for the endowment effect, but an alternative explanation suggests that ownership creates an association between the item and the self, and this possession-self link increases the value of the good. To test the ownership account, this research examines three moderators that theory suggests should affect the possession-self link and consequently the endowment effect: self-threat, identity associations of a good, and gender. After a social self-threat, the endowment effect is strengthened for in-group goods among both men and women but is eliminated for out-group goods among men (but not women). These results are consistent with a possession-self link explanation and therefore suggest that ownership offers a better explanation for the endowment effect.

Although the value gained from partnership formation (through alliances) or through the firm's position in a network has received significant research attention, little is known about the risks that can accompany this increasing reliance on partners. The authors investigate the change in firm idiosyncratic and systematic risks after the announcement of marketing alliances and analyze whether the density of the firm's network of alliance partners moderates the risk exposure, demonstrated through investors' expectations of a firm's risk or the equity risk of a firm. The results indicate that marketing alliances reduce firm risk, so long as the alliance is a novel connection between the partnering firms. Furthermore, at high levels, the interconnectedness of partners or density of a firm's network can cause idiosyncratic risk to increase, and the density of a partner's network can also result in increases in systematic risk of a firm after alliance formation.