IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03329978.html
   My bibliography  Save this paper

Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning

Author

Listed:
  • Imène Belboula

    (Université Lounici Ali - Blida 2)

  • Claire-Lise Ackermann

    (ESC [Rennes] - ESC Rennes School of Business)

Abstract

Consumers' responses to design features involve both conscious and non-conscious information processing. The current research therefore argues that a combination of explicit and implicit measures should be used to assess consumer understanding of service brand meaning conveyed by a service brand's physical elements. However, most methods traditionally used to evaluate design meaning are explicit methods, based on conscious cognitive processes. The current research addresses this gap by documenting how understanding of service brand meaning conveyed by a service brand's physical elements can be tapped by an implicit measure. More specifically, it aims to investigate the extent to which a greater ability to decode meaning conveyed by design features results in differences in implicit understanding of service brand meaning. This research uses a Semantic Priming Task to assess associative strength between brand meaning and a service brand's physical elements. Results (N = 157) show that command of the design language, captured by design acumen and involvement in the product category, results in greater ability to implicitly understand brand meaning conveyed by a service brand's physical elements, and moderates the implicit-explicit relationship. Results suggest that combining implicit and explicit measures may help practitioners in charge of creating brand's physical elements, especially when associations between design types and brand impressions are not constant across product categories.

Suggested Citation

  • Imène Belboula & Claire-Lise Ackermann, 2021. "Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning," Post-Print hal-03329978, HAL.
  • Handle: RePEc:hal:journl:hal-03329978
    DOI: 10.1016/j.jretconser.2019.102019
    Note: View the original document on HAL open archive server: https://rennes-sb.hal.science/hal-03329978
    as

    Download full text from publisher

    File URL: https://rennes-sb.hal.science/hal-03329978/document
    Download Restriction: no

    File URL: https://libkey.io/10.1016/j.jretconser.2019.102019?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-00772061, HAL.
    2. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
    3. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    4. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    5. Brigitte Muller & Bruno Kocher & Antoine Crettaz, 2013. "The effects of visual rejuvenation through brand logos," Post-Print hal-01810515, HAL.
    6. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    7. Bloch, Peter H & Brunel, Frederic F & Arnold, Todd J, 2003. "Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 551-565, March.
    8. Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
    9. Lunardo, Renaud & Mouangue, Emilie, 2019. "Getting over discomfort in luxury brand stores: How pop-up stores affect perceptions of luxury, embarrassment, and store evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 77-85.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sojin Jung & Stacy H. Lee, 2022. "The buffering effect of continuous corporate social responsibilities engagement on negative consumer responses toward brand crises," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1636-1646, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Belboula, Imène & Ackermann, Claire-Lise, 2021. "Consumer response to service brand physical elements: Using a semantic priming task to explore implicit understanding of service brand meaning," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    3. Živa Kolbl & Maja Konečnik Ruzzier & Tomaž Kolar, 2015. "Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 5-11.
    4. Gabrielyan, Gnel & Just, David R., 2022. "The Effect of Logo Visibility on Brand Recognition and Willingness to Pay," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322354, Agricultural and Applied Economics Association.
    5. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
    6. Dr. Lady & Andrean Kie, 2020. "Effects of Social Media on Purchase Intention and Brand Equity of Marketplace Sites in Indonesia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 423-426, June.
    7. Tarunija Chandra & Vibhuti Tripathi, 2023. "Antecedents and Mediators for Building and Integrated Research Framework towards Successful Brand Revitalisation," Central European Business Review, Prague University of Economics and Business, vol. 2023(1), pages 133-163.
    8. Grzegorz Godlewski & Adam Marciniak & Anna M. Zarzycka, 2023. "Logotype as a Tool in Marketing Communication: An Analysisof Websites of Agritourism Farms," SAGE Open, , vol. 13(4), pages 21582440231, December.
    9. Séraphin, Hugues & Ambaye, Michele & Gowreesunkar, Vanessa & Bonnardel, Valérie, 2016. "A marketing research tool for destination marketing organizations' logo design," Journal of Business Research, Elsevier, vol. 69(11), pages 5022-5027.
    10. Baxter, Stacey M. & Ilicic, Jasmina, 2018. "May the force drag your dynamic logo: The brand work-energy effect," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 509-523.
    11. Emanuela Maria AVRAM, 2019. "Brand Logo Perception In A Globalized Society," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 19, pages 39-46, May.
    12. Muhammad Rashid Rafiq & Rai Imtiaz Hussain & Shahbaz Hussain, 2020. "The Impact of Logo Shapes Redesign on Brand Loyalty and Repurchase Intentions through Brand Attitude," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 117-126.
    13. Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.
    14. Fan, Di & Lo, Chris K.Y. & Yeung, Andy C.L. & Cheng, T.C.E., 2018. "The impact of corporate label change on long-term labor productivity," Journal of Business Research, Elsevier, vol. 86(C), pages 96-108.
    15. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.
    16. Zhou, Fei & Su, Qiulai & Mou, Jian, 2021. "Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship," Technology in Society, Elsevier, vol. 65(C).
    17. Ahmad Daryanto & Nicholas Alexander & Gilang Kartika, 2022. "The anthropomorphic brand logo and its effect on perceived functional performance," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 287-300, May.
    18. Teng, Lefa & Xie, Chenxin & Liu, Tianjiao & Wang, Fan & Foti, Lianne, 2021. "The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes," Journal of Business Research, Elsevier, vol. 136(C), pages 164-175.
    19. Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-04445762, HAL.
    20. Florence Jeannot & Eline Jongmans & Maud Dampérat, 2022. "Visual design and online shopping experiences: When expertise allows consumers to refocus on website attractiveness," Post-Print halshs-04159592, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-03329978. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.