Investigating the effect of Brand gender on purchase intention in Instagram (Novincharm Case Study)

Document Type : Research Paper

Authors

1 Associate Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran

2 MSc. In International Business Management, Faculty of Management, Kharazmi University, Tehran, Iran

3 Associate Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran,

10.22051/bmr.2024.38359.2268

Abstract

Today, branding in order to promote loyalty programs is significantly important. In line with the vast popularity of Instagram for businesses, especially in Iran, the aim of present study is to measure the impact of brand gender on electronic word of mouth communication and the purchase intention of the customers of "Novin Charm" Instagram official account. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the stratified sampling method. Data Analyzes were performed using structural equation modeling. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive effect on consumer brand engagement and brand love. Brand love has a positive effect on consumer loyalty and also the positive relationship between consumer brand engagement and consumer loyalty on electronic word of mouth and purchase intention was confirmed. At the end, practical suggestions were given to the company for more effective marketing activities in Instagram.

Keywords

Main Subjects


احمدوند، فرزانه؛ و سرداری، احمد. (1393). بررسی تأثیر ارزش ویژه برند بر پاسخ‌های مصرف‌کنندگان. فصلنامه راهبردهای بازرگانی، 21(4): 63-78.
ترابی، محمدامین؛ حامدی، ارکیده، ممیز، آیت‌الله و مولائی یگانه، الهه. (1399). بررسی تأثیر جنسیت برند بر ارزش ویژه برند مبتنی بر مصرف‌کننده با نقش میانجی مشارکت برند مصرف‌کننده و عشق به برند. فصلنامه علمی پژوهشی مدیریت برند 7(1): 169-211.
صادق وزیری، فراز؛ خدامی، سهیلا و طیب زاده، مهدی. (1398). بررسی تأثیر شخصیت برند و ابعاد آن بر روی عشق به برند، وفاداری و تبلیغات دهان‌به‌دهان (موردمطالعه: خرده‌فروشی‌های اینترنتی و فروشگاه‌های زنجیره‌ای). فصلنامه علمی پژوهشی مدیریت برند، 6(2): 183-218.
عباسی، عباس؛ منصورآبادی، زهرا و محمودشانی، شهرزاد. (1395). تأثیر مسئولیت اجتماعی شرکت بر اعتماد مشتریان و قصد خرید با تأکید بر نقش میانجی رضایت مشتریان. مدیریت بازرگانی، 8(4): 855-902.
محسنین، شهریار؛ و اسفیدانی، محمدرحیم. (1396)، معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم‌افزار Smart-PLS: آموزشی و کاربردی. چاپ دوم، تهران: انتشارات مهربان نشر
Abbasi, A. Mansourabadi, Z Mahmoodshani, Sh (2017). The effect of corporate social responsibility on customer trust and purchase intention with emphasis on the mediator role of customer satisfaction. Journal of Business Management, 8(4), 855-902. doi: 10.22059/jibm.2017.61304 (in persian)
Ahmadvand, F. Sardari, A. (2020). Surveying The Effect Of Brand Equity On Consumers Responses. Commercial Strategies, 11(4), 63-78. (in persian)
Alavijeh, M. R. K. Esmaeili, A. Sepahvand, A. & Davidaviciene, V. (2018). The effect of customer equity drivers on word-of-mouth behavior with mediating role of customer loyalty and purchase intention. Engineering Economics, 29(2), 236–246.
Akbar, M. A., Khotimah, K. Pasolo, F., & Labo, I. A. (2019). Electronic Word Of Mouth (E-Wom) Pengaruhnya Terhadap Purchase Intention Melalui Brand Image Pada Smartphone Xiaomi (Studi Pada Mahasiswa Di Kota Jayapura). In Prosiding Industrial Research Workshop and National Seminar, 938–954. https://doi.org/10.35313/irwns.v10i1.1483
Altschwager, T., Conduit, J., Bouzdine-Chameeva, T., Goodman, S. (2017), "Branded marketing events: engaging Australian and French wine consumers", Journal of Service Theory and Practice, 27(2), 336-357. https://doi.org/10.1108/JSTP-04-2015-0108.
Ares, G. Besio, M. Giménez, A. & Deliza, R. (2010). Relationship between involvement and functional milk desserts intention to purchase. Influence on attitude towards packaging characteristics. Appetite, 55(2), 298–304. https://doi.org/https://doi.org/10.1016/j.appet.2010.06.016
Azar, S. L. Aimé, I. & Ulrich, I. (2018). Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands. European Journal of Marketing, 52(7–8), 1598–1624. https://doi.org/10.1108/EJM-04-2017-0278
Baber, A., Thurasamy, R., Malik, M. I., Sadiq, B., Islam, S., & Sajjad, M. (2016). Online word-of-mouth antecedents, attitude and intentionto-purchase electronic products in Pakistan. Telematics and Informatics, 33(2), 388–400. https://doi.org/10.1016/j.tele.2015.09.004
Barhemmati, N. & Ahmad, A. (2015). Effects of social network marketing (SNM) on consumer purchase behavior through customer engagement. Journal of Advanced Management Science, 3(4).
Bigne, E. Andreu, L. Perez, C. & Ruiz, C. (2020). Brand love is all around: loyalty behaviour, active and passive social media users. Current Issues in Tourism, 23(13), 1613–1630. https://doi.org/10.1080/13683500.2019.1631760
Boeuf, B. (2020). Boys do not cry: the negative effects of brand masculinity on brand emotions. Marketing Letters, 31(2), 247–264. https://doi.org/10.1007/s11002-020-09519-7
Brodie, R. J. Hollebeek, L. D. Jurić, B. & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Brodie, R. J. Ilic, A. Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/https://doi.org/10.1016/j.jbusres.2011.07.029
Brunner, C. B., Ullrich, S., & Oliveira, M. J. D. (2019). The most optimal way to deal with negative consumer review: Can positive brand and customer responses rebuild product purchase intentions?. Internet Research, 29(1), 104–122. https://doi.org/10.1108/IntR-08-2017-0307
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Casidy, R., Wymer, W. The impact of brand strength on satisfaction, loyalty and WOM: An empirical examination in the higher education sector. J Brand Manag 22, 117–135 (2015). https://doi.org/10.1057/bm.2015.6
Chi, M. Sun, Z. Qin, Y. Shen, J. & Benediktsson, J. A. (2017). A Novel Methodology to Label Urban Remote Sensing Images Based on Location-Based Social Media Photos. Proceedings of the IEEE, 105(10), 1926–1936. https://doi.org/10.1109/JPROC.2017.2730585
Erdoğmuş, İ. E., Tatar, Ş. B. (2015). Drivers of social commerce through brand engagement. Procedia-Social and Behavioral Sciences, 207, 189-195. https://doi.org/10.1016/j.sbspro.2015.10.087
Farzin, M. & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
Fetscherin, M. (2014). What type of relationship do we have with loved brands? Journal of Consumer Marketing.
Filieri, R., Raguseo, E., & Vitari, C. (2018). When are extreme ratings more helpful? Empirical evidence on the moderating effects of review characteristics and product type. Computers in Human Behavior, 88, 134–142. https://doi.org/10.1016/j.chb.2018.05.042
Fullerton, L. (2017). Online Reviews Impact Purchasing Decisions for over 93% of Consumers, Report Suggests. Accessed on 23 February 2018 from http://www.thedrum.com/news/2017/03/27/onlinereviews-impact-purchasing-decisions-over-93-consumers-reportsuggests.
Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105–119. https://doi.org/10.1509/jmkr.46.1.105
Ha, Y. & Im, H. (2012). Role of web site design quality in satisfaction and word of mouth generation. Journal of Service Management, 23(1), 79–96. https://doi.org/10.1108/09564231211208989
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356–364. https://doi.org/https://doi.org/10.1002/cb.376
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604
Hudson, S. Huang, L. Roth, M. S. & Madden, T. J. (2016). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041
Ismagilova, E., Dwivedi, Y., Slade, E., Williams, M. (2017). Electronic word-of-mouth in the marketing context: A state of the art analysis and future directions. Springer
Jeong, E. & Jang, S. (Shawn). (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/https://doi.org/10.1016/j.ijhm.2010.08.005
Jeong, H. J., Koo, D. M. (2015). Combined effects of valence and attributes of e-WOM on consumer judgment for message and product: The moderating effect of brand community type. Internet Research, 25(1), 2–29. https://doi.org/10.1108/IntR-09-2013-0199
Jiang, H. & Zhang, Y. (2016). An investigation of service quality, customer satisfaction and loyalty in China’s airline market. Journal of Air Transport Management, 57, 80–88. https://doi.org/https://doi.org/10.1016/j.jairtraman.2016.07.008
Jimenez-Castillo, D., & Sanchez-Fernandez, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Joung, H.-W. Choi, E.-K. & Wang, E. (2016). Effects of Perceived Quality and Perceived Value of Campus Foodservice on Customer Satisfaction: Moderating Role of Gender. Journal of Quality Assurance in Hospitality & Tourism, 17(2), 101–113. https://doi.org/10.1080/1528008X.2015.1042620
Junaid, M. Hussain, K. Basit, A. & Hou, F. (2020). Nature of brand love: examining its variable effect on engagement and well-being. Journal of Brand Management, 27(3), 284–299. https://doi.org/10.1057/s41262-019-00179-1
Kumar Roy, S. M. Lassar, W. & T. Butaney, G. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites. European Journal of Marketing, 48(9/10), 1828–1849. https://doi.org/10.1108/EJM-04-2013-0193
Kumar, J., Nayak, J. K. (2019). Brand engagement without brand ownership: A case of non-brand owner community members. Journal of Product & Brand Management, 28(2), 216–230. https://doi.org/10.1108/JPBM-04-2018-1840
L., A. S. (2015). Toward an understanding of brand sexual associations. Journal of Product & Brand Management, 24(1), 43–56. https://doi.org/10.1108/JPBM-05-2014-0607
Langner, T. Bruns, D. Fischer, A. & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), 15–26. https://doi.org/10.1007/s11002-014-9283-4
Leckie, C. Nyadzayo, M. W. & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5–6), 558–578. https://doi.org/10.1080/0267257X.2015.1131735
Lee, Y. J., Keeling, K. B., Urbaczewski, A. (2017). The economic value of online user reviews with ad spending on movie box-office sales. Information Systems Frontiers. https://doi.org/10.1007/s10796-017-9778-7.
Li, Z. Liao, G. & Albitar, K. (2020). Does corporate environmental responsibility engagement affect firm value? The mediating role of corporate innovation. Business Strategy and the Environment, 29(3), 1045–1055. https://doi.org/https://doi.org/10.1002/bse.2416
Lin, X., Featherman, M., Brooks, S. L., Hajli, N. (2018). Exploring gender differences in online consumer purchase decision making: an online product presentation perspective. Information Systems Frontiers, 1–15. https://doi.org/10.1007/s10796-018-9831-1
Loureiro, S. M., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement: The role of brand love on enhancing electronic-word-of-mouth. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236
Machado, J. C. Vacas-de-Carvalho, L. Azar, S. L. André, A.R. & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016
Mohammad, R. J. & Neda, S. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Mohsenin, Sh. And Esfidani, M-R. (2017), Structural equations based on partial least squares approach using Smart-PLS software: educational and practical. Second Edition, Mehraban Publishing. (in persian)
Moi, T. (2005). Sex, gender, and the body: the student edition of What is a woman? Oxford University Press, USA.
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9), 919–925. https://doi.org/https://doi.org/10.1016/j.jbusres.2009.05.014
Moran, G. Muzellec, L. & Nolan, E. (2014). Consumer Moments of Truth In the Digital Context. Journal of Advertising Research, 54(2), 200 LP – 204. https://doi.org/10.2501/JAR-54-2-200-204
Moss, G. (2017). Gender, design and marketing: How gender drives our perception of design and marketing. Routledge.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
Nam, K. Baker, J. Ahmad, N. & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168. https://doi.org/https://doi.org/10.1016/j.dss.2019.113168
Nam, K., Baker, J., Ahmad, N. (2020). Dissatisfaction, Disconfirmation, and Distrust: an Empirical Examination of Value Co-Destruction through Negative Electronic Word-of-Mouth (eWOM). Inf Syst Front 22, 113–130. https://doi.org/10.1007/s10796-018-9849-4
Palusuk, N. Koles, B. & Hasan, R. (2019). ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35(1–2), 97–129. https://doi.org/10.1080/0267257X.2019.1572025
Park, D-H. & Lee, J. (2008). eWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7(4), 386–398. https://doi.org/https://doi.org/10.1016/j.elerap.2007.11.004
Patterson, P. Yu, T. & De Ruyter, K. (2006). Understanding customer engagement in services. Advancing Theory, Maintaining Relevance, Proceedings of ANZMAC 2006 Conference, Brisbane, 4–6.
Prentice, C. & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement – The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325–332. https://doi.org/https://doi.org/10.1016/j.jretconser.2018.05.003
Prentice, C., Han, X. Y., Hua, L.-L., & Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339–347. https://doi.org/10.1016/j.jretconser.2018.12.014
Rageh Ismail, A. & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Roy, S. K. Eshghi, A. & Sarkar, A. (2013). Antecedents and consequences of brand love. Journal of Brand Management, 20(4), 325–332. https://doi.org/10.1057/bm.2012.24
Roy, P., Khandeparkar, K. & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. J Brand Manag 23, 97–113. https://doi.org/10.1057/s41262-016-0005-5
Ruiz-Mafe, C., Chatzipanagiotou, K., & Curras-Perez, R. (2018). The role of emotions and conflicting online reviews on consumers' purchase intentions. Journal of Business Research, 89, 336–344. https://doi.org/10.1016/j.jbusres.2018.01.027
sadeghvaziri, F. Khoddami, S. Tayebzadeh, M. (2019). Investigating the Impact of Brand Personality and its Dimensions on Brand Love, Loyalty and WOM (case study: online retailers and chain stores). Quarterly Journal of Brand Management, 6(2), 183-217. doi: 10.22051/bmr.2020.24915.1713 (in persian)
Safeer, A. A. He, Y. & Abrar, M. (2021). The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Schamari, J. & Schaefers, T. (2015). Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement. Journal of Interactive Marketing, 30, 20–33. https://doi.org/https://doi.org/10.1016/j.intmar.2014.12.001
Shin, M. & Back, K-J. (2019). Effect of Cognitive Engagement on the Development of Brand Love in a Hotel Context. Journal of Hospitality & Tourism Research, 44(2), 328–350. https://doi.org/10.1177/1096348019890055
Smit, N. F. (2017). # LoveGreatBritain. A Case Study of VisitBritain’s Narrative Construction on Instagram.
Smith, T., Coyle, J. R., Lightfoot, E., & Scott, A. (2007). Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness. Journal of Advertising Research, 47(4), 387 LP – 397. https://doi.org/10.2501/S0021849907070407
Su, J. & Tong, X. (2016). Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands. Family and Consumer Sciences Research Journal, 44(4), 427–446. https://doi.org/https://doi.org/10.1111/fcsr.12171
Sung, Y. & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639–661. https://doi.org/https://doi.org/10.1002/mar.20349
Tata, S. V., Prashar, S., & Gupta, S. (2019). An examination of the role of review valence and review source in varying consumption contexts on purchase decision. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.003.
Torabi, M. Hamedi, O. momayez, A. Molaei Yeganeh, E. (2020). Investigating the Effect of Brand Gender on the Consumer-Based Brand Equity with the Mediating role of Consumer Brand Participation and Brand Love. Quarterly Journal of Brand Management, 7(1), 169-211. doi: 10.22051/bmr.2020.33533.2059 (in persian)
Tuten, T. Solomon, M. & Ladik, D. (2015). The Teaching of Social Media Marketing BT - Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (J. Robinson Leroy (ed.); p. 475). Springer International Publishing.
Vahdati, H., & Nejad, S. H. M. (2016). Brand Personality toward Customer Purchase Intention: The Intermediate Role of Electronic Word-of-Mouth and Brand Equity. Asian Academy Of Management Journal, 21(2), 1–26. https://doi.org/10.21315/aamj2016.21.2.1
van Doorn, J. Lemon, K. N. Mittal, V. Nass, S. Pick, D. Pirner, P. & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
van Tilburg, M., Herrmann, A., Grohmann, B., & Lieven, T. (2015). The effect of brand gender similarity on brand-alliance fit and purchase intention. Marketing: ZFP–Journal of Research and Management37(1), 5-13.
Vernuccio, M. Pagani, M. Barbarossa, C. & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product and Brand Management, 24(7), 706–719. https://doi.org/10.1108/JPBM-12-2014-0772
Vinerean, S. (2019). Social media marketing efforts of luxury brands on Instagram.
Vivek, S. D. (2009). A scale of consumer engagement. The University of Alabama.
Vivek, S. D. Beatty, S. E. & Hazod, M. (2018). If You Build It Right, They Will Engage: A Study of Antecedent Conditions of Customer Engagement BT - Customer Engagement Marketing (R. W. Palmatier, V. Kumar, & C. M. Harmeling (eds.); pp. 31–51). Springer International Publishing. https://doi.org/10.1007/978-3-319-61985-9_2
Wallace, E. Buil, I. de Chernatony, L. & Hogan, M. (2014). Who “Likes” You … and Why? A Typology of Facebook Fans. Journal of Advertising Research, 54(1), 92 LP – 109. https://doi.org/10.2501/JAR-54-1-092-109
Whang, Y.-O. Allen, J. Sahoury, N. & Zhang, H. (2004). Falling in love with a product: The structure of a romantic consumer-product relationship. ACR North American Advances.
Xia, L., & Bechwati, N. N. (2008). Word of mouth: The Role of Cognitive Personalization in Online Consumer Reviews. Journal of Interactive Advertising, 9(1), 3–13. https://doi.org/10.1080/15252019.2008.10722143
Zhang, H. Xu, H. & Gursoy, D. (2020). The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists. Journal of Destination Marketing & Management, 17, 100454. https://doi.org/https://doi.org/10.1016/j.jdmm.2020.100454