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

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,...

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 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...

Real Estate Mail Box Money: The Passive Investors Guide to Collecting Guaranteed Monthly Rent Checks From Brand Name Corporate Triple Net Lease Tenants With No Management, No Hassle & No Experience

Real Estate Mail Box Money: The Passive Investors Guide to Collecting Guaranteed Monthly Rent Checks From Brand Name Corporate Triple Net Lease Tenants With No Management, No Hassle & No Experience
by Dwaine L Clarke (Author)


Net lease properties or other wise called "Mail Box Money", a highly sought for investment that many investors never even heard about. This type of investment, once you fully learn what it is really all about, you will be wondering why you haven’t got involved in them before. For those who want to be a truly passive, lazy investor who likes to receive checks in the mail and for others wire transfers, this book is for you. Without any landlord responsibilities or having tenant headaches mail box money real estate not only provides peace of mind but eliminates the mass amount of experience and education required compared to other forms of investment real estate. Real Estate Mail Box Money covers the exact system and proven strategies of Triple Net Lease (NNN) Investing. In a triple-net...

Corporate Finance Plus NEW MyFinanceLab with Pearson eText -- Access Card Package (3rd Edition)

Corporate Finance Plus NEW MyFinanceLab with Pearson eText -- Access Card Package (3rd Edition)
by Jonathan Berk (Author), Peter DeMarzo (Author)


ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.   Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.   Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to...

Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers

Designing B2B Brands: Lessons from Deloitte and 195,000 Brand Managers
by Carlos Martinez Onaindia (Author), Brian Resnick (Author)


“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK)

Get tactical insight from the top business-to-business branding experts—and gain a global presenceThis comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services organization, to help other business-to-business operations deliver a high-impact, value-added brand experience.This book will illustrate all the components of an integrated brand identity system, and how they can be crafted and implemented for optimal effect. Here, the speculative is replaced by the proven: a seamless framework for...

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,...

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 Estate)

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


Corporate Finance: Core Principles and Applications, 3rd edition, by Ross, Westerfield, Jaffe and Jordan was written to convey the most important corporate finance concepts and applications at a level that is approachable to the widest possible audience. The concise format, managerial context and design, and student-friendly writing style are key attributes to this text. RWJJ Core Principles strikes a balance by introducing and covering the essentials, while leaving more specialized topics to follow-up courses. This text distills the subject of corporate finance down to its core, while also maintaining a decidedly modern approach. The well-respected author team is known for the clear, accessible presentation of material that makes this text an excellent teaching tool.

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...

© 2014 BrightSurf.com