Suggested reading September 2016: a digest of new marketing literature
Marketing Week has scoured the latest business books and journals for this digest of recent articles on marketing.
1. The impact of reversibility on the decision to disclose personal information
The Journal of Consumer Marketing, Vol. 33, Issue 6, 2016
As marketers face tighter regulation for data collection, this study examines how ‘reversibility’ in disclosing personal information – which it describes as having the option to later revise or retract personal information given to companies – can impact consumers’ willingness to divulge their details.
It references three studies, which look at how informing consumers they may or may not be able to revise their personal information in the future affect their propensity to disclose personal information, compared to a control group.
It shows that offering reversibility to a decision to disclose personal information, or merely pointing out the irreversibility of that decision, can make consumers re-evaluate the sensitivity of the situation, leading to more careful disclosures.
2. Exploring behavioural branding, brand love and brand co-creation
The Journal of Product and Brand Marketing, Vol. 25, Issue 6, 2016
This paper aims to contribute to the understanding of complex consumer brand relationships by exploring the dynamics between brand love and co-creation, how they are affected by behavioural branding and their combined effect on brand loyalty.
The conceptual research paper proposes that consumers experiencing brand love are more willing to engage in an active co-creating behaviour in the context of a brand community, especially when brand representatives vividly communicate the brand values and motivate consumers to engage.
3. The role of customer brand engagement and brand experience in online banking
The International Journal of Bank Marketing, Vol. 34, Issue 7, 2016
Looking at the online banking sector, this piece of research examines how customers’ engagement with a brand influences their satisfaction and loyalty towards it, with online surveys showing a positive relationship between them. It also examines how the online experience determines the relationship between these factors, finding that it plays a significant role.
As a result, the study suggests that banks need to make a concerted effort to engage customers in the online setting, because of online banking’s importance in creating brand engagement and its impact on customer behaviour towards the brand.
