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...

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.

The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter)

The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter)
by Marty Neumeier (Author)


Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.  ...

Corporate Reputation: Brand and Communication

Corporate Reputation: Brand and Communication
by Stuart Roper (Author), Chris Fill (Author)


Why should and how can organisations manage their reputations? All organisations, the executives who direct them, the employees who create value and their stakeholders who influence them, all interact and can impact corporate reputation. In a 24/7 media environment, where even a tweet can shape impressions, the importance of reputation management has never been higher. Every single move, decision taken and each isolated event that involves a company or public figure, is scrutinised, documented and publicised globally, compounding the task of reputation managers. Just ask BP, Toyota or Tiger Woods.

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...

Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition

Brand Against the Machine: How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition
by John Michael Morgan (Author)


The machine blasts messages at the world and it does not care who you are or what you have to say or whether its message is relevant to you at all. The machine is a moron. You, however, are not. Which is why your brand needs to rage against the traditional forces of advertising. You must engage your audience and win their business by giving more and selling less. Yours must be a Brand Against the Machine.

Brand Against the Machine offers proven and actionable steps for companies and entrepreneurs to increase their visibility and credibility, and create an indispensable brand that consumers can relate to, creating lifelong customers. Discover the aspirational currency that makes your brand one that people want to be or want to be friends with. Learn how to be real with your...

The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand

The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand
by Majken Schulz (Editor), Mary Jo Hatch (Editor), Mogens Holten Larsen (Editor)


This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding the elusive answers to questions troubling contemporary organizations, such as: How does an organization create a strong reputation? What are the implications of corporate branding on organizational structures and processes? and How do organizations discover their identities?

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...

Corporate Finance: Core Principles and Applications (McGraw-Hill/Irwin Series in Finance, Insurance, and Real Est)

Corporate Finance: Core Principles and Applications (McGraw-Hill/Irwin Series in Finance, Insurance, and Real Est)
by Stephen Ross (Author), Randolph Westerfield (Author), Jeffrey Jaffe (Author), Bradford Jordan (Author)


The integrated solutions for Ross/Westerfield/Jaffe/Jordan's Corporate Finance: Core Principles and Applications have been specifically designed to help improve student performance, meaning that students are prepared for and engaged in class, and they can successfully solve problems and analyse the results. McGraw-Hill's adaptive learning component, LearnSmart, provides assignable modules that help students master chapter core concepts and come to class more prepared. In addition, resources within Connect help students solve financial problems and apply what they've learned. Ross' focus on the core concepts, cutting-edge research, and rich problem material combine with a complete digital solution to help students achieve higher outcomes in the course. Connect is the only integrated...

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
by Marty Neumeier (Author)


THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from...

© 2016 BrightSurf.com