Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Attract customers with a cold look: when do we prefer cold representative

Attract customers with a cold look: when do we prefer cold representative The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design.Design/methodology/approachThe authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar effect of cold/warm brand logo designs.FindingsThis research finds that coldness also brings benefit to brands under certain circumstances. More specifically, cold endorsers/brand logo designs are only beneficial for brands of high (vs low) status, and can only attract consumers who experience high power (vs low power). Such effects are mediated by consumers’ perceived brand autonomy.Research limitations/implicationsThis research urges the managers to analyze the characteristics of the brand and its target consumer. It also points out that the effectiveness of warm/cold representative derives from the customer perceived brand autonomy.Originality/valueThe authors’ contributions to the literature are as follows. First, this research examines the relationship between coldness and autonomy, which enables us to expand the findings to various contexts; second, this research expands the horizon of autonomy theory by identifying customer power and brand status as its moderators. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Attract customers with a cold look: when do we prefer cold representative

Loading next page...
 
/lp/emerald-publishing/attract-customers-with-a-cold-look-when-do-we-prefer-cold-liAHh8yU1O
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-03-2018-0125
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design.Design/methodology/approachThe authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar effect of cold/warm brand logo designs.FindingsThis research finds that coldness also brings benefit to brands under certain circumstances. More specifically, cold endorsers/brand logo designs are only beneficial for brands of high (vs low) status, and can only attract consumers who experience high power (vs low power). Such effects are mediated by consumers’ perceived brand autonomy.Research limitations/implicationsThis research urges the managers to analyze the characteristics of the brand and its target consumer. It also points out that the effectiveness of warm/cold representative derives from the customer perceived brand autonomy.Originality/valueThe authors’ contributions to the literature are as follows. First, this research examines the relationship between coldness and autonomy, which enables us to expand the findings to various contexts; second, this research expands the horizon of autonomy theory by identifying customer power and brand status as its moderators.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Mar 28, 2019

Keywords: Power; Autonomy; Cold; Product status; Warm

References