Document Type : Review Article
Authors
1 Marketing Ph.D. student, management department, social science and economy faculty, Alzahra university, tehran. iran
2 Associate Professor, Department of Management, Faculty of Social and Economic Sciences, Al-Zahra University, Tehran, Iran
3 Assistant Professor, Department of Counseling and Guidance, Faculty of Educational Sciences and Psychology, Al-Zahra University, Tehran, Iran
Abstract
This study intends to identify the factors affecting the formation of the relationship between consumer mindset and brand engagement, and therefore, investigate the importance of mindsets in consumer behavior field. Previous research that examined consumer mindset are scattered and mostly use a certain varible as moderator or mediater in relation with it. The aim of this study is to analyze and synthesise previous findings and provide a relatively comprehensive framework for rooting out the relationship between the consumer mindset and brand engagement. For this purpose, this study is carried out using the principles of interpretive paradigm and inductive approach and implementation of meta-synthesis strategy. The statistical population includes all researches in the field of consumer mindset with a brand engagement approach. The sample consists of 76 selected researches in this field. In the analysis phase, the content analysis techniques were used. Finally, after analyzing all studies, 7 main categories and 12 subcategories were extracted. These categories include consumer mindset, brand attitude, self-brand connection, perceived value, social media using motivation, brand personality, and purchase intention. The outputs of the present study can explain the leading path for future research.
Keywords
[2] Rucker, D. D., & Galinsky, A. D. (2016). Growing Beyond Growth: Why Multiple Mindsets Matter for Consumer Behavior. Journal of Consumer Psychology, 26(1), 161-164.
[3] Gheysari, K., Hoseini, M., Azar, A., & Khademi, S. (2021). Investigate the Factors Affecting Consumer Brand Preferences by Considering the Life Cycle of Customers in Banking Sector. Management Researches in Iran (Modares Human Sciences), 25(4), 27-44. (in persian)
[4] Hosseinzadeh, M., & Mehregan, M. (2016). Designing a Multi-Methodology Framework for Operations Research using Social Network Analysis. Modern Research in Decision Making, 1(1), 1-26. (in persian)
[5] Marbach, J., Lages, C. R., & Nunan, D. (2016). Who Are You and What Do You Value? Investigating The Role of Personality Traits and Customer-Perceived Value in Online Customer Engagment. Journal of Marketing Management, 32(5-6), 502-525.
[6] Mathur, P., Chun, H. H., & Maheswaran, D. (2016). Consumer Mindset and Self-enhancement: Signaling versus Learning. Journal of Consumer Psychology, 26, 142-152.
[7] Dweck, C. S. (1999). Self-theories: Their Role in Motivation, Personality, and Development (Essays in Social Psychology). NewYork: Psychology Press.
[8] Robins, R. W., & Pals, J. L. (2002). Implicit Self-Theories in The Academic Domain: Implication for Goal Orientation, Attribution, Affect, and Seld-Esteem Change. Self and Identity, 313-336.
[9] Aronson, J., Fried, C. B., & Good, C. (2002). Reducing The Effects of Stereotype Threat on African American College Students By Shaping Theories of Intelligence. Journal of Experimental Social Psychology, 38, 113-125.
[10] Erdley, C. A., Loomis, C. C., Cain, K. M., & Dumas-Hines, F. (1997). Relations Among Children's Social Goals, Implicit Personality Theories, and Responses to Social Failure. Developmental Psycology, 33(2), 263-272.
[11] Park, J. K., & John, D. R. (2010). Got to Get You into My Life: Do Brand Personalities Rub off on Consumers? Journal of Consumer Research, 37(4), 655-669.
[12] Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356.
[13] Park, J. K., & John, D. R. (2014). I Think I Can, I Think I Can: Brand Use, Self-efficacy, and Performance. Journal of Marketing Research, 51(2), 233-247.
[14] Jain, S. P., & Weiten, T. J. (2019). Consumer Psychology of Implicit Theories: A Review and Agenda. Consumer Psychology Review, 3(1), 60-75.
[15] Seyed Esfahani, M., Reynolds, N., & Ashleigh, M. (2020). Mindful and Mindless Anthropomorphism: How to Facilitate Consumer Comprehension Towards New Products. International Journal of Innovation and Technology Management, 17(3), 1-39.
[16] Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer Brand Engagement in Social Media: Conseptualization, Scale Development and Validation. Journal of Interactive Marketing, 28(2), 149-165.
[17] Pansari, A., & Kumar, V. (2017). Consumer Engagement - The Construct, Antecedents and Consequences. Journal of The Academy of Marketing Science, 45, 294-311.
[18] Erwin, E. J., Brotherson, M. J., & Summers, J. A. (2011). Understanding Qualitative Metasynthesis: Issues and Opportunities in Early Childhood Intervention Research. Journal of Early Intervention, 33(3), 186-200.
[19] Sandelowski, M., & Barroso, J. (2007). Handbook for Synthesizing Qualitative Research. New York: Springer Publishing Company.
[20] Christofi, M., Vrontis, D., Thrassou, A., & Shams, R. S. (2019). Triggering Technological Innovation Through Cross-border Mergers and Acquisitions: A Micro-foundational Perspective. Technological Forecasting and Social Change, 146, 148-166.
[21] Warrens, M. J. (2015). Five Ways to Look at Cohen's Kappa. Journal of Psychology & Psychotherapy, 5(4), 1-4.
[22] Murphy, M. C., & Dweck, C. S. (2016). Mindsets Shape Consumer Behavior. Journal of Consumer Psychology, 26(1), 127-136.
[23] Fernandes, T., & Moreira, M. (2019). Consumer Brand Engagement, Satisfaction and Brand Loyalty: A Comparative Study between Functional and Emotional Brand relationships. Journal of Product and Brand Management, 28(2), 274-286.
[24] Raajpoot, N. A., & Ghilni-Wage, B. (2019). Impact of Customer Engagement, Brand Attitude and Brand Experience on Branded Apps Recommendation and Re-use Intentions. Atlantic Marketing Journal, 8(1), 1-18.
[25] Rosado-Pinto, F., & Correia Loureiro, S. (2020). The Growing Complexity of Customer Engagement: Systematic Review. EuroMed Journal of Business, 15(2), 167-203.
[26] Park, J. K., & John, D. R. (2012). Capitalizing on Brand Personalities in Advertising: The Influence of Implicit Self-theories on Ad Appeal Effectiveness. Journal of Consumer Psychology, 22(1), 424-432.
[27] Aghazade, H., Amini Kesbi, H., & Jafari, E. (2016). Investigating the Role of Brand Personality in Forming Brand Equity: Case of Hamrah-e- Avval Telecommunication Oprator. Mangement Research In Iran (Modares Human Sciences), 20(2), 1-20. (in persian)
[28] Forough, A., Heidarzadeh, K., Vazifeh Dust, H., & Zaboli, R. (2020). Phenomenological Enquiry in the Role of Brand Personifications to Stimulate Brand Relationship of Shopping Centers & Malls. Modern Researches in Decision Making, 5(3), 127-152. (in persian)
[29] McManus, J. F., Trifts, V., & Carvalho, S. W. (2020). The Relationship between Fixed Mindsets, Brand-Self Engagement and Brand Favorability. Personality and Individual Differences, 166, 1-6.
[30] Park, J. K., & John, D. R. (2018). Developing Brand Relationship after a Brand Transgression: The Role of Implicit heories of Relationship. Journal of the Association for Consumer Research, 3(2), 175-187
)