Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 2 January 2024
Issue publication date: 15 January 2024
Abstract
Purpose
This study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers.
Design/methodology/approach
In Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (N = 150), the message effects were replicated using a different product category. In Study 3 (N = 216), the three brand messages were examined under high vs low involvement conditions.
Findings
The results revealed a linear decrease in negativity in consumer responses when the brand message offers CRM activity, followed by one that offers a discount. It was also found that the monetary reward message was perceived to have greater persuasion intent and be more opportunistic than other message types under low involvement, whereas such effects disappeared under high involvement. Conversely, the CRM message was perceived to have greater persuasion intent and be more opportunistic under high involvement (vs low).
Originality/value
Amidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap by examining how consumers assess the underlying motives of different message types and perceive brands as taking advantage of the crisis situation.
Keywords
Acknowledgements
This work was supported by the research fund of Sejong University (SJ-2022). The author confirms that the paper has not been published previously, is not under consideration for publication elsewhere, and is not being simultaneously submitted elsewhere.
Ethics approvals: The author confirms that the study was approved by Sejong University IRB committee and certifies that the study was performed in accordance with the ethical standards.
Citation
Ryu, S. (2024), "Brand communications during a global crisis: understanding persuasion intent, perceived brand opportunism and message sincerity", Journal of Product & Brand Management, Vol. 33 No. 1, pp. 162-178. https://doi.org/10.1108/JPBM-11-2022-4230
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited