Publication:
How mortality salience hurts brands with different personalities

Simple item page
dc.contributor.authorLandgraf, Polina
dc.contributor.authorYang, Haiyang
dc.contributor.authorStamatogiannakis, Antonios
dc.contributor.funderAgencia Estatal de Investigación
dc.contributor.funderIvey Business School
dc.contributor.funderWestern University
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-08T13:14:09Z
dc.date.available2024-07-08T13:14:09Z
dc.date.issued2024
dc.description.abstractFrom deadly disease outbreaks to crimes and terrorism,consumers often experience mortality salience (MS). This research examines how MS-inducing events impact brand evaluations. We propose that under MS,consumers avoid experiencing change. Because consumers perceive brands with an exciting personality to be more closely associated with the notion of change than brands with other types of personality,the onset of MS is more likely to hurt the evaluations of exciting brands than those of other brands. Study 1,a large-scale secondary data study,showed that the 9/11 terror attacks degraded consumers’ evaluations of exciting brands but not of other types of brands. Subsequent studies demonstrated causality and the underlying mechanism. In Study 2,experimentally inducing MS decreased evaluations of an exciting brand but not of a control brand. Using a process-by-moderation approach,Study 3 showed that manipulating consumers’ perception of the extent to which an exciting brand was associated with the notion of change moderated the negative impact of MS on brand evaluations. Studies 4a-4b demonstrated that consumers’ tendency to avoid experiencing change mediated the detrimental effect of MS on the evaluations of an exciting brand but not of a control brand. These findings add to the literature on branding and offer practical insights for brand management during crises. © 2024 The Authors
dc.description.fundingtypeThe research reported in this paper was partially funded by the Spanish Agencia Estatal de Investigación MCIN/AEI/10.13039/501100011033/FEDER, UE Grants No. PID2022-138729OA-I00 and PID2019-111512RB-I00 to Antonios Stamatogiannakis. The authors are grateful for the dataset provided by the BAV Group and financial support by IE Business School, IE University. The authors sincerely thank the Editor-in-Chief, Associate Editor and reviewers for their insightful comments and suggestions on this project.
dc.description.keywordBrand equity
dc.description.keywordBrand evaluation
dc.description.keywordBrand personality
dc.description.keywordDeath awareness
dc.description.keywordMortality salience
dc.formatapplication/pdf
dc.identifier.citationLandgraf, P., Stamatogiannakis, A., & Yang, H. (2024). How mortality salience hurts brands with different personalities. International Journal of Research in Marketing, 41(2), 308-324.
dc.identifier.doihttps://doi.org/10.1016/j.ijresmar.2023.11.002
dc.identifier.issn1678116
dc.identifier.officialurlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85186624294&doi=10.1016%2fj.ijresmar.2023.11.002&partnerID=40&md5=2e46e698702e092d3b653bf3dbb1f9ce
dc.identifier.urihttps://hdl.handle.net/20.500.14417/2990
dc.issue.number2
dc.journal.titleInternational Journal of Research in Marketing
dc.language.isoeng
dc.page.final324
dc.page.initial308
dc.page.total28
dc.publisherElsevier B.V.
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.projectIDAEI: PID2019-111512RB-I00
dc.relation.projectID PID2022-138729OA-I00
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectBrand equity
dc.subjectBrand evaluation
dc.subjectBrand personality
dc.subjectDeath awareness
dc.subjectMortality salience
dc.subject.keywordBrand equity
dc.subject.keywordBrand evaluation
dc.subject.keywordBrand personality
dc.subject.keywordDeath awareness
dc.subject.keywordMortality salience
dc.titleHow mortality salience hurts brands with different personalities
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number41
dspace.entity.typePublication
person.identifier.scopus-author-id57210998137
person.identifier.scopus-author-id56487973300
person.identifier.scopus-author-id55248431400
relation.isAuthorOfPublication8368891b-922d-4636-bed4-79babb4c29f2
relation.isAuthorOfPublication.latestForDiscovery8368891b-922d-4636-bed4-79babb4c29f2
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
How mortality salience hurts brands with different personalities.pdf
Size:
573.29 KB
Format:
Adobe Portable Document Format
Download
Collections
Research Articles