Brand, Identity and Reputation: Exploring, Creating New Realities ...

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To be or not to be: this is shopping Sensory branding and self satisfaction Luca Petruzzellis, University of Bari; Italy Richard Michon, Ryerson University, Canada Jean-Charles Chebat, HEC Montréal, Canada Claire Gélinas-Chebat, UQAM, Canada Consumption is much more than the simple purchase of products and services. It is a way of self expression, individual identity formation, creativity, or even art (Gabriel & Lang, 1995; Schmitt 1999). It involves experiential and instrumental outcomes, which means that the socio-psychological characteristics of individuals and behavioural variables are powerful cues to influence the consumption model (Babin, Darden & Griffin, 1994). Therefore, shopping has three key dimensions, namely the ‗shopping environment‘, the ‗socio-cultural context‘ and the ‗roles, motivations and behaviour‘ of the individual shopper (Woodruffe, Eccles & Elliott, 2002). A causal link between the consumer self concept and his/her shopping behavior exists (Sirgy et al., 2000; Chebat, Sirgy & St-James, 2006; Kaltcheva, Chebat & Patino, 2010;), that, in turn, is mediated by the effect a store atmosphere (Babin & Darden, 1995). Some of the atmospheric elements of a shopping environment may be cognitively processed as nonverbal cues, which in turn, may impact product evaluations, etc., without the direct involvement of affective processes such as mood (Spangenberg, Crowley & Henderson, 1996; Chebat & Michon, 2003; Morrin & Ratneshwar, 2003). Many aspects of the retail ambience such as crowding, colors, layout, influence customer emotions and attitudes (Bellizzi, Crowley & Hasty, 1983; Bellizzi & Hite, 1992; Baker, Grewal & Parasuraman, 1994; Machleit, Kellaris & Eroglu, 1994; Sherman, Makur & Belk Smith, 1997; Babin, Hardesty & Suter, 2003). The main objective of the paper is to understand the phenomenon of self-satisfaction. The basic assumption of the paper is that consumers are satisfied with their choice not when they use the product/brand they bought but when enter the shop; while browsing in the shop consumers identify themselves with the store and brands sold in it. The environment encompasses the consumer identity, exchanging with him/her identity and personality features. People are satisfied with stores and brands that contribute to increasing their self concept, identity and personality. A sample of 70 tattooed people were interviewed in order to understand the determinants of self satisfaction. They were asked to describe how they feel when they enter a store and what attracts most while shopping. Tattooed people were chosen since they show a higher confidence with their self concept; a tattoo is seen as a form of marking identity (Lévi Strauss, 1955, 220; Velliquette, Murray & Creyer, 1998). In fact, the body increasingly becomes represented as an integral part of self construction and achieves new meanings and a new status that consumers learn through socialization (Sweetman, 2000). People with no more than 3 tattoos were chosen as tattoos were used as cues of fashion/style and self confidence and not of belonging to tribes, subcultures or groups or a sort of mania (Sanders, 1988; Velliquette et al., 1998; Goulding et al., 2004). Previous research has indicated that shopping behaviour is influenced by several factors such as consumer demographics and psychographics (Gilbert & Warren, 1995), usage situation (de la Fuente & Yague, 2008), price sensitivity (Han, Gupta & Lehman, 2001), social referents (Bearden & Etzel, 1982; Escales & Bettman, 2003), involvement (Michaelidou & Dibb, 2008), need recognition (Grønhaug & Venkatesh, 1991), product category (Mehta, 2007) and so on. Therefore, consumer response proves to be cognitively as well as affectively driven by a number of factors that impact consumer attitudes, perceptions and shopping behaviors (Bellizi & Hite, 1992). Most of the stimuli are related to atmospherics (Kotler, 1974; Bitner, 1992), which has various facets (Turley & Milliman, 2000); music (Herrington & Capella, 1996; Milliman, 1982; Yalch & Spangenberg, 1990), crowding (Hui, Dube & Chebat, 1997; Michon, Chebat & Turley, 2005), effective exterior store windows (Edwards & Shackley, 1992), lighting (Areni & Kim, 1995), store layout (Smith & Burns, 1996) and merchandise arrangement (Areni, Duhan & Kiecker, 1999). Indeed, atmospherics may sometimes operate primarily via cognitive rather than affective routes (Chebat & Michon, 2003). In such a scenario the experiences consumers live in a store or social environment (Fazio, Effrein & Falender, 1981; Markus & Kunda, 1986) and the social roles they perform in it (Forehand & Deshpande, 2001; Forehand et al., 2002) influence, or better evoke, the self-concept components, namely dispositional characteristics and traits; perceptions of the ongoing or past experiences, social roles, and behaviors; self-related attitudes and affect (Sirgy, 1982; Markus & Wurf, 1987). Chebat et al. (2006) found that upscale shopping mall environments elicit upscale self-relevant attributes. Since people are likely to view themselves as more upscale than they actually are, consumers feel higher self-congruity with upscale shopping malls and evaluate the stores located in such malls more positively (Chebat et al., 2006). 256
Generally speaking, people use external cues such as hairstyles, jewelry, clothing and cosmetics to display gender, status, values, interests, opinions, lifestyles, roles, and other identity features. Indeed, as people use these nonverbal signs and symbols to communicate individual and group identity and form opinion on other people, as consumers they use such cues to infer the status of the store and the products sold in it and consequently they start to feel satisfied. In choice and buying tasks consumers show and form their situational self image (Schenk & Holman, 1980) that includes attitudes, perceptions and emotions with which a person would like to be associated to. Therefore, consumers decide to show the image that better fit a particular situation, thus assigning a greater value not only to possessions but also to the environment. Tattoo is a vehicle for human expression; for example, it may represent a signal of accomplishment (Gritton, 1988), group membership (Drewal, 1988), social status (Gathercole, 1988), willingness to please a lover (Bohannan, 1988), or temporary adornment (Rubin, 1988). Most of the literature associates the tattoo with the extended self; the tattoo reflects an image of the self that has positive symbolism rather than the inner self (Velliquette et al., 1998). Tattoo is an ultimate form of branding. According to the legend, the origin of the term brand comes from brandr, the Norse word for fire. It means to burn the mark of the producer onto the product that they made (Ritson, 2006). Structural anthropology (e.g., Levis-strauss, 1958; Barthes, 1983) is the natural hermeneutics framework for analyzing symbols, tattoos and fashion behavior. Fashion statements that are rich in rhetoric (van Leeuwin, 1983) allow researchers to decipher vestimentary codes and fashion value shaping the construction of consumers‘ self-congruency (Sirgy et al., 2000) and self-identity (Marion, 1983). Content analysis looks at the semiotics of a) body branding (tattoos), b) vestimentary codes, c) fashion brands, and d) store image. The main result highlights the congruity between a consumer‘s identity and the store ambience. In general, the respondents match their personality with the store they patronize and the brands they are buying. The first elements that contribute to the satisfaction process are the display (layout/furniture) and the staff attitude. The respondents pointed out that if the external environment is calm (cool), then it reflects in the internal situation (mind) and in the predisposition to shopping and it is more inclined to satisfaction. References Areni, C.S., & Kim, D. (1995). The influence of in-store lighting on consumers‘ examination of merchandise in a wine store. International Journal of Research in Marketing, 11(4), 117-125. Areni, C.S., Duhan, D.F., & Kiecker, P. (1999). Point-of-purchase displays, product organization, and brand purchase likelihood. Journal of Academy of Marketing Science, 27(4), 428-441. Babin, B.J., & Darden, W.R. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71, 47-70. Babin, B.J., Darden, W.R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644-656. Babin, B.J., Hardesty, D.A., & Suter, T. (2003). Color and shopping intentions: the intervening effect of price fairness and perceived affect. Journal of Business Research, 56, 541–551. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of Academy of Marketing Science, 22(4), 328-339. Barthes, R. (1983). The Fashion System. New York: Hill. Barthes, R. (2006). The Language of Fashion. Oxford: Berg/Power Publications, 2006. Bearden, W.O., & Etzel, M.J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9(2), 183-194. Bellizzi, .J.A., Crowley, A.E., & Hasty, R.W. (1983). The effects of color in store design. Journal of Retailing, 59,21–45. Bellizzi, J.A., & Hite, R.E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology and Marketing, 9, 347-363. Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings and employee responses. Journal of Marketing, 56, 57–71. Bohannan, P. (1988). Beauty and Scarification Amongst the Tiv. In A. Rubin (ed.), Marks of Civilization (77-82). Los Angeles: Museum of Cultural History. Chebat, J.-C., & Michon, R. (2003). Impact of Ambient Odors on Mall Shoppers‘ Emotions, Cognition and Spending: A Test of Competitive Causal Theories. Journal of Business Research, 56, 529-539. Chebat, J.-C., Sirgy, M.J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59, 1288–1296. de la Fuente, J.R., & Yague, G.J.M. (2008). Re-incorporating usage situation in choice models: a base for future developments. Journal of Marketing Management, 24(3- 4), 245-263. Drewal, H.J. (1988). Beauty and Being: Aesthetics and Ontology in Yoruba Body Art. In A. Rubin (ed.), Marks of Civilization (83-96). Los Angeles: Museum of Cultural History. Edwards, S., & Shackley, M. (1992). Measuring the effectiveness of retail window display as an element of the marketing mix. International Journal of Advertising, 11, 193-202. Escales, J.E., & Bettman, J.R. (2003). You are what they eat: The influence of reference groups on consumer's connections to brands. Journal of Consumer Psychology, 13, 339−348. Fazio, R.H., Effrein, E.A., & Falender, V.J. (1981). Self-perceptions following social interaction. Journal of Personality and Social Psychology, 41(2), 232–242. Forehand, M.R., & Deshpande, R. (2001). What we see makes us who we are: priming ethnic self awareness and advertising response. Journal of Marketing Research, 38(3), 336-348. Forehand, M.R., Deshpande, R., & Reed, A. (2002). Identity salience and the influence of differential activation of the social self-schema on advertising response. Journal of Applied Psychology, 87(6), pp. 1086-1099. Gabriel, Y., & Lang, T. (1995). The unmanageable consumer: contemporary consumption and its fragmentation. London: Sage Publications. Gathercole, P. (1988). Contexts of Maori Moko. In A. Rubin (ed.), Marks of Civilization (171-178). Los Angeles: Museum of Cultural History. Goulding, C., Follett, J., Saren, M., & McLaren, P. (2004). Process and Meaning in Getting a Tattoo. Advances in Consumer Research, 31, 447-456. Gritton, J. (1988). Labrets and Tattooing in Native Alaska. In A. 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Book of Proceedings Brand, Identity
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Session 1.1 Emotional Branding in T
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p.31) consumers tend to those sourc
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Tables and figures Brand perception
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Malaysia‘s Global Halal Hub - ―
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Birds of a Feather Consume Sports T
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Session 1.2 How is Social Media, li
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2. Interviews made with the adminis
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Table-5 Facebook Members of Homeles
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content (UGC) or even direct intera
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Fierman, (1991) found that 47% of c
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Multiple Dimensions of Brand Identi
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Session 1.3 Corporate Identity, Cor
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CSR are the ideals and ethics of co
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Corporate Brand Identity Management
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To study the influence of B2B relat
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Antecedents And Consequences Of Bra
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22. Gurviez, P., and Korchia, M. (2
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Non-monetary factors, such as effor
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23. Holbrook, M.B. (2006). Consumpt
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Brand Extensions and Culture: The I
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avoidance tend to prefer more infor
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Virtual Internal Brand Communities:
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References 1. Algesheimer, R., Dhol
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associations based on their percept
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shift in the psychological contract
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10. Berthon, P., Ewing, M., & Hah,
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Session 2.1 Global Brand Relationsh
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G. Brand Personality Excitement Hon
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The Impact of Relationship Marketin
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‗United 2010-one for all, all for
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Brand Equity Trends in Top Global B
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Uncovering ‗Meanings‘ through A
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45. Melewar, T.C. and Saunders, J.
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Thus, from a design perspective, we
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Keywords Brands, marketing, meaning
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How Important is the Brand Name Ele
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References 1. Aaker, D. (1991). Man
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Simon Cowell and Branding the X Fac
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Dead or Living: Which Celebrity To
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Reference 1. Bagozzi, R.P. & Yi, Y.
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has been adopted and within this an
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Organizational Factors Contributing
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examine and reconcile existing lite
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Effects of Corporate Social Respons
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15. Morsing M, & Schultz M. (2006).
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1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
Page 205 and 206: Impact of Storytelling on Consumer
Page 207 and 208: The Role of Communication in Establ
Page 209 and 210: Culture‘s Influence on Consumer P
Page 211 and 212: + Top-Down Dynamic between Luxury F
Page 213 and 214: Analysis and results We assessed th
Page 215 and 216: An Exploration of Own Brand Retaile
Page 217 and 218: 11. ETI 2010. Ethical Trading Initi
Page 219 and 220: When investigating unique significa
Page 221 and 222: Session 8.2 Closing the Gaps - the
Page 223 and 224: accomplishing reality rather than d
Page 225 and 226: Reddy, 1998, p.40). As a result, br
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Page 229 and 230: Literature review, as a complete re
Page 231 and 232: Segmenting McDonalds: Measuring Bra
Page 233 and 234: A simple eyeballing of the segment
Page 235 and 236: Segment 2 Segment 3 Segment 4 235
Page 237 and 238: Session 8.3 Brand Attitudes and the
Page 239 and 240: when preceded with the related conc
Page 241 and 242: What keeps smokers from quitting? U
Page 243 and 244: Table 1: Description of the cigaret
Page 245 and 246: Exploring differences in product at
Page 247 and 248: Based on the results some general c
Page 249 and 250: Data was collected by independent j
Page 251 and 252: Sonic branding: A review of literat
Page 253 and 254: How is green seen? Exploring the im
Page 255: were in evidence. The inability to
Page 259 and 260: How Retail Banks Use Atmosphere to
Page 261 and 262: Actually, we don‘t feel constrain
Page 263 and 264: Introduction Reputation and Financi
Page 265 and 266: Chun, R. & Davies G. (2009). Employ
Page 267 and 268: Identity, Reputation and Organizati
Page 269 and 270: Introduction Factors Affecting Bran
Page 271 and 272: A quiet important approach then bec
Page 273 and 274: 27. Gentry, C.R., ―Building on Br
Page 275 and 276: Together these issues have resulted
Page 277 and 278: elations. If the contact persons tr
Page 279 and 280: How do you Really Know? Exploring B
Page 281 and 282: Originality/value The psychology li
Page 283 and 284: asked ―did you see any of these c
Page 285 and 286: expressivity (Ω experts = 0,96 p
Page 287 and 288: Next are brand associations, also r
Page 289 and 290: Table 1: Selection of variables, it
Page 291 and 292: Special Session Issues in Brand Gov
Page 293 and 294: A Competance based Brand: Meaning a
Page 295 and 296: Session 12.4 Special Session Topic:
Page 297 and 298: Brand Meaning Co-Creation of Newcom
Page 299 and 300: Leonor Vacas de Carvalho, Évora Un
Page 301: Ronaldo Schutz, University of the A
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