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

Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
by Mary Jo Hatch (Author), Majken Schultz (Author)


Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

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 Executive's Guide to Corporate Events and Business Entertaining: How to Choose and Use Corporate Functions to Increase Brand Awareness, Develop ... Nurture Customer Loyalty and Drive Growth

The Executive's Guide to Corporate Events and Business Entertaining: How to Choose and Use Corporate Functions to Increase Brand Awareness, Develop ... Nurture Customer Loyalty and Drive Growth
by Judy Allen (Author)


An industry expert shows readers how to get the best return on investment from corporate eventsCorporate events and business entertaining are a major part of a company's communication, marketing and public relations strategy. They are used by businesses of all sizes to solicit new business, create a corporate or brand image, and retain and build loyalty with existing suppliers and customers. They can also be used effectively to elicit peak performance from employees and produce camaraderie and teamwork among co-workers. The corporate event bar has been raised dramatically and the competition to craft something original that will help a business create public awareness as well as industry and media buzz is fierce.Staged effectively, business functions can contribute to a company's success,...

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...

Tata: Evolution of a Corporate Brand

Tata: Evolution of a Corporate Brand
by Portfolio


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...

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?

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

Design Management: Using Design to Build Brand Value and Corporate Innovation
by Allworth Press


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.

Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand

Just Good Business: The Strategic Guide to Aligning Corporate Responsibility and Brand
by Kellie A McElhaney (Author)


Every major company has a corporate strategy based on business objectives and competencies of the firm. Most major companies claim to have a corporate social responsibility strategy, most of which are not linked to business objectives or competencies of the firm. These companies are adopting CSR practices, but aren't reaping the benefits of these initiatives because A) they aren't strategic and B) they're failing to communicate them effectively. Fortunately, closing the CSR story-telling gap can represent great opportunity for savvy companies who want to seize it. Just Good Business shows leaders and managers how to develop a unifying strategy for guiding their CSR work. She walks readers through the process of connecting their CSR efforts to the company's core corporate strategy,...

Corporate Finance (3rd Edition) (Pearson Series in Finance)

Corporate Finance (3rd Edition) (Pearson Series in Finance)
by Jonathan Berk (Author), Peter DeMarzo (Author)




Directed primarily toward MBA/graduate students, this text also provides practical content to current and aspiring industry professionals.
Using the unifying valuation framework based on the Law of One Price, top researchers Jonathan Berk and Peter DeMarzo set the new standard for corporate finance textbooks. Corporate Finance blends coverage of time-tested principles and the latest advancements with the practical perspective of the financial manager. With this ideal melding of the core with modern topics, innovation with proven pedagogy, Berk and DeMarzo establish the new canon in finance.
  If you prefer a more streamlined book, Corporate Finance: The Core is also available by Jonathan Berk and Peter DeMarzo....

Corporate Finance, 10th Edition

Corporate Finance, 10th Edition
by Stephen Ross (Author), Randolph W. Westerfield (Author), Jeffrey Jaffe (Author)


Corporate Finance, by Ross, Westerfield, and Jaffe emphasizes the modern fundamentals of the theory of finance, while providing contemporary examples to make the theory come to life. The authors aim to present corporate finance as the working of a small number of integrated and powerful intuitions, rather than a collection of unrelated topics. They develop the central concepts of modern finance: arbitrage, net present value, efficient markets, agency theory, options, and the trade-off between risk and return, and use them to explain corporate finance with a balance of theory and application. The Tenth Edition includes many exciting new research findings as well as an enhanced Connect Finance, now with even more student learning resources.

© 2014 BrightSurf.com