郭锐：Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior.
我校经济管理学院郭锐老师在T2级别期刊——《Journal Of Research In Interactive Marketing》上发表题为“Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior”。论文第一作者郭锐为经济管理学院教授、博士生导师。
Abstract / 摘要：
Purpose The study aims to examine how different types of green brand ritual (GBR) influence customer engagement behavior and the mediation mechanisms and boundary conditions of the positive and negative pathways. Design/methodology/approach The study conducts two online experiments to collect data from a total of 940 consumers in China. Hypotheses are tested by independent samples t -test, two-way ANOVA and Hayes' PROCESS model. Findings Different kinds of GBR have different effects on customer engagement behavior. Internal GBR is more likely to play a positive role by inciting connectedness to nature. External GBR is more likely to play a negative role by inciting psychological resistance. This dual effect is especially pronounced for warm brands rather than competent brands. Originality/value The study pioneers the brand ritual into the field of interactive marketing and enriches its dual effect research. Additionally, the study figures out whether the category of brand ritual can trigger negative effect. Practical implications Inappropriate brand rituals are worse than no rituals at all. The results provide guidance for green companies to design effective brand rituals to strengthen the connection with consumers. Green brands should describe brand rituals in vivid detail and consciously lead consumers to immerse themselves in them.
论文信息;
Title/题目:
Resonance or resistance? The dual impact of green brand ritual on customer engagement behavior
Authors/作者:
Guo Rui; Wang Jingxian; Zhou Min; Cao Zixia; Tao Lan; Luo Yang; Zhang Wei; Chen Jiajia
Keyword / 关键词
Brand ritual;Customer engagement behavior;Connectedness to nature;Psychological resistance;Stereotype content model;Interaction ritual chain theory;Green brand
Indexed by / 核心评价
INSPEC;Scopus;SSCI;WAJCI
全文链接：
https://libproxy.cug.edu.cn/https/443/com/emerald/www/yitlink/insight/