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- 저자 : Urumutta Hewage Ganga S. (검색결과 2 건)
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Urumutta Hewage Ganga S.,Klucarova Sona,Boman Laura 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.4
From the lens of conspicuous consumption, this research examines the interactive effect of brand logo size and political ideology on consumers’ intentions toward fashion products. Specifically, in a series of four studies, we address how consumer political ideology influences intentions toward items displaying smaller, inconspicuous logos versus larger, conspicuous logos for unfamiliar and familiar brands. We show that liberal consumers are more likely to prefer a large (rather than small) logo when a brand is unfamiliar. We suggest that liberals’ greater desire for product uniqueness elevates their risk propensity, which in turn increases preference for conspicuous consumption when familiarity with a brand is low. We show that this effect occurs only for unfamiliar brands; when brand familiarity is high (i.e. a popular or well-known brand), consumer political ideology reverses consumer preference for conspicuous consumption, replicating prior work. Our results suggest that, by manipulating their logo size, new brands may effectively target consumers based on their political ideology.
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The effect of equity initiatives by gendered brands
Nelson Dolph F.,Boman Laura,Hewage Ganga S. Urumutta 한국마케팅과학회 2024 마케팅과학연구 Vol.34 No.1
The current study examines how brand gender can influence consumer outcomes when a brand takes a gender equity initiative. We show that brands that are perceived as feminine realize greater positive effects from gender equity initiatives than brands that are perceived as masculine. This effect is mediated by the fit between brand gender and the gender equity initiative. Further, we explore a theoretically and managerially relevant boundary condition: prior equity initiatives. The research presented here contributes to the literature on brand gender, brand fit, and corporate social responsibility. Our work also has implications for practitioners.
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