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AbstractThis research examines how brand personality (excitement) and logo size used in product design (big versus small) interacts in affecting consumer brand evaluation. We first demonstrate that combining a big logo and a high‐excitement brand (versus a small logo combined with a high‐excitement brand) leads to high processing fluency, further resulting in more favourable brand evaluation (Study 1). We then determine the consumption situation as a moderator of such an interaction effect: the influence of the big logo and high‐excitement‐brand combination on brand evaluation is significantly weakened in a private consumption situation (a T‐shirt worn at home) compared to a public consumption situation (a T‐shirt worn outside, Study 2a), and becomes insignificant for a private product category (slippers, Study 2b).

Purpose
The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers' attitude toward brands. It also explores the effect of construal level on such interactional effect.


Design/methodology/approach
Three incidental emotion × brand concepts between-subject experiments were performed on consumers. The first two experiments used real brands as stimuli, while the third one featured a fictitious brand.


Findings
Results revealed that the motivational congruency between incidental emotions and brand concepts leads to favorable consumer responses toward the targeted brand by inducing an experience of fluency. However, such effect only emerges among consumers with a high construal level.


Originality/value
This paper provides a new insight about the effect of brand concept represented as human values by identifying the role of situational factors (incidental emotions) and personal factors (chronic construal level), which are also easily administered and applied in everyday marketing contexts.

We examined how compatibility between the self-/other-relatedness dimension of discrete emotion and the focal referent in advertisements (self or family) influence persuasive effect. We conducted 2 experiments and demonstrated that when respondents are primed with a self-related emotion
(e.g., happiness, pride), an advertisement focused on self (vs. family) is more effective at producing a positive product attitude and in stimulating purchase intention. However, when respondents are primed with an other-related emotion (e.g., peacefulness, empathy), a message focused on family
(vs. self) is more effective. Findings and theoretical and practical implications are discussed.

AbstractThis research examines how incidentally evoked approach‐oriented (vs. avoidance‐oriented) emotions help improve consumer attitudes toward brands with global consumer culture positioning (GCCP). Moreover, we demonstrate that promotion‐focused brand associations that are uniquely linked with GCCP messages mediate this effect, while this effect is eliminated when consumers are aware of the potential influence of their emotions on judgment. We conducted four experiments to examine and clarify the above effects. The findings contribute theoretically by introducing emotions as a novel antecedent to consumers' GCCP preferences. Practically, this research provides actionable guidelines for international marketers in effectively implementing GCCP strategies.