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Full-Text Articles in Business
The Science Of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations To Learning Processes, Christilene Du Plessis, Serena D'Hooge, Steven Sweldens
The Science Of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations To Learning Processes, Christilene Du Plessis, Serena D'Hooge, Steven Sweldens
Research Collection Lee Kong Chian School Of Business
The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM …
Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu
Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu
Research Collection Lee Kong Chian School Of Business
Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual influence is under-addressed and its effect on social media engagement remains to be explored. This research fills the gap in the literature by investigating how the cue of creators' actual influence (i.e., follower-followee comparison) may affect followers' engagement behavior. The study further examines the moderation effects of media-, topic-, and creator-related factors. The present work leverages …
Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan
Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan
Research Collection Lee Kong Chian School Of Business
Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …