Don’t Call Me “Brand Loyal”: The Role of Market Metacognition on Market-Related Labeling Effectiveness
Labeling a customer as being “brand loyal” is a common marketing practice. Building on the literature on social labeling, marketplace metacognition and skepticism, we investigate the effects of such a practice. We find that skepticism, conceptualized as an expression of marketplace metacognition activation, mitigates labeling effectiveness. More precisely, the label is effective only when it does not trigger skepticism, i.e. when the label is congruent with self-perceptions. However, when the label is not congruent with self-perceptions, it arouses skepticism and has a negative impact on future loyalty intentions. We discuss the implications for customer relationship management.
|Date of creation:||Jun 2013|
|Date of revision:|
|Contact details of provider:|| Web page: http://www.dauphine.fr/en/welcome.html|
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Tybout, Alice M & Yalch, Richard F, 1980. " The Effect of Experience: A Matter of Salience?," Journal of Consumer Research, University of Chicago Press, vol. 6(4), pages 406-13, March.
- Folkes, Valerie S, 1988. " Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, University of Chicago Press, vol. 14(4), pages 548-65, March.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
When requesting a correction, please mention this item's handle: RePEc:dau:papers:123456789/13069. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandre Faure)
If references are entirely missing, you can add them using this form.