Science Current Events | Science News | Brightsurf.com
 

Why do consumers dislike corporate brands that get too familiar?

May 17, 2012

Although it is tempting to use the word "we" to make consumers feel like part of the family, people react negatively when brands overstep their boundaries, according to a new study in the Journal of Consumer Research.

"Marketers often desire to promote consumers' feelings of being in a close relationship with the brands they market, and they frequently craft their communications using language that portrays brands as close partners with consumers," write authors Aner Sela (University of Florida), S. Christian Wheeler (Stanford University), and Gülen Sarial-Abi (Koç University).

"Our research shows that seemingly inconsequential changes, as subtle as using 'we' versus 'you and the brand,' can have both positive and negative effects on people's evaluations of real-world brands with which they have working relationships," the authors write.

Because "we" seems to represent more closeness and shared identity, it would seems that using "we" would increase people's feelings of closeness and loyalty to the brand. But the authors found that that depended on how close consumers felt to the brand in the first place.

In one study, participants read an excerpt supposedly taken from an ad for Wells Fargo, a prominent banking brand, or Aetna, a prominent health insurance company. The authors first discovered that people tend to feel closer to their bank than to their insurance company. The excerpts were identical except for the use of the pronoun "we" versus "you and [the brand]."

Real Wells Fargo customers had more positive attitudes toward the banking company after reading the "we" version; but actual Aetna customers had more positive attitudes toward the brand when they read "you and Aetna." Interestingly, people who were not customers of either brand had more positive feelings about both companies when the ads used "you and [the brand]." "People who are not brand customers expect brands with which they are not affiliated to communicate with them using less intimate language-just as people generally expect strangers to interact with them using less intimate language," the authors conclude.

University of Chicago Press Journals



More Corporate Brands Current Events and Corporate Brands News Articles

Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity

Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity
by Lesley Everett (Author)


Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect, and strong values. Moving beyond simply how products are marketed and perceived, it explains how to lead and engage people at every level within the organization to ensure consistent engagement with brand values.  Including practical models to show how corporate culture and values can be managed and improved, author Lesley Everett provides real examples and case studies from sectors including hospitality, engineering, retail, and finance that show how employees' behaviors can deeply affect brand reputation through all areas of the organization.  Incorporating a complete strategy from start to...

Design Management: Using Design to Build Brand Value and Corporate Innovation

Design Management: Using Design to Build Brand Value and Corporate Innovation
by Brigitte Borja de Mozota (Author)


Written by a leading authority in the fields of marketing and design, here is first book ever to bring together the theory and practice of design management. In eleven comprehensive chapters, Design Management offers time-tested tools for choosing the right design agency . . . integrating design in the organization . . . creating value and contributing to company performance . . . contributing to brand value and corporate vision . . . and implementing design projects. What’s more, dozens of case studies, real-life examples, and leadership profiles illustrate essential theories from design, management, and marketing. An indispensable reference for every design and marketing professional.• Copublished with the prestigious Design Management Institute in Boston • Features case studies...

What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest

What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest
by Denise Lee Yohn (Author)


Discover proven strategies for building powerful, world-class brands in this 800CEOREAD bestseller    It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built--and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from...

One Hundred Thoughts About Corporate and Brand Identity: Design by Thinking

One Hundred Thoughts About Corporate and Brand Identity: Design by Thinking
by Ken Cato (Author)


This book harnesses the thinking and philosophies behind some of the world's most influential practitioners in the corporate branding fieldsThis volume is compiled by the eminent Dr. Kenneth W. Cato AO, an Australian designer with an international reputation and who helped establish the agIdeas International Design Week, which attracts annually over 4,500 young designers and over 40 speakers from around the worldThis book is a superb reference title for those in the design industries, advertising, corporate and education fieldsIn a world where computer graphics provide a more professional finish to both good and bad design, the distinguishing factor is the strength of the core idea. This volume offers 100 observations into pivotal points in creating or developing the ideas that drive...

Tata: The Evolution of a Corporate Brand

Tata: The Evolution of a Corporate Brand
by Morgen Witzel (Author)


A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world s first Rs. 1 Lakh/ below US$ 2500 car), is set to change our perception of India': on the threshold of becoming a truly global brand.*s oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to...

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition
by Kevin Lane Keller (Author)


Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.

The New Guide to Identity: How to Create and Sustain Change Through Managing Identity

The New Guide to Identity: How to Create and Sustain Change Through Managing Identity
by Wolff Olins (Author)


It is, of course, commonplace for corporations to operate sophisticated identity programmes. But identity has now moved way beyond the commercial area. We live in a world in which cities, charities, universities, clubs - in fact any activity that involves more than two or three people - all seem to have identities too. However, very few of these organizations have released the full potential that effective management of identity can achieve. In this book, the world’s leading authority on corporate identity shows how managing identity can create and sustain behavioural change in an organization as well as achieving the more traditional outcome of influencing its external audiences. The New Guide to Identity provides a simple clear guide to identity, including what it is and how it...

Tata - The Evolution of A Corporate Brand

Tata - The Evolution of A Corporate Brand
by Morgen Witzel (Author)


Hardback

Corporate Director's Guidebook

Corporate Director's Guidebook
by ABA Business Law Section Corporate Law Committee (Author)


The Sixth Edition is being published in the wake of the 2007-2010 financial crisis and the resulting legislation, the Dodd-Frank wall street Reform and Consumer Protection Act (Dodd-Frank Act). As a result, this edition emphasizes themes arising out of the crisis and important to all directors, particularly those in public companies.

Brand Thinking and Other Noble Pursuits

Brand Thinking and Other Noble Pursuits
by Debbie Millman (Author), Rob Walker (Foreword)


The notion of the brand, like any concept that dominates markets and public consciousness, is a challenge to define. Is it a simple differentiator of the cereals in our cupboards, a manipulative brainwashing tool forced on us by corporations, or a creative triumph as capable as any art form of stimulating our emotions and intellect? For those of us who grapple with these questions on a daily basis, Brand Thinking and Other Noble Pursuits elevates the discussion to the level of revelation. Each chapter is an extensive dialogue between Debbie Millman, herself a design visionary, and a different leader in the field. By asking questions deeply informed by her own expertise, Millman coaxes lucid, prescient answers from twenty-two interview subjects, among them Malcolm Gladwell, Tom Peters,...

© 2016 BrightSurf.com