Abstract

This research investigates the use of advertised gratitude expressions by sincere brands. As sincere brands are well aligned with gratitude expressions, we theorize that a messaging strategy solely expressing gratitude fails to yield brand benefits beyond a message where gratitude is not expressed. However, sincere brands can reap more brand benefits when their advertised gratitude expression is perceived as effortful (e.g., thank you message coupled with a free product). We demonstrate that when sincere brands engage in these high-effort expressions of gratitude, consumers evaluate the brand more positively, an effect mediated by brand trust. We also explore when sincere brands may benefit from low-effort gratitude expressions. Specifically, we find that consumer reactions to low-effort acknowledgments are more favorable when consumers identify with the gratitude target. Based on these findings, we detail our contributions to theory and provide managerial implications for sincere brands wishing to express gratitude.

摘要

本研究调查了真诚品牌使用广告感谢表达的情况。由于真诚的品牌与表达感激之情非常吻合，我们推测，除了不表达感激之情的信息之外，仅表达感激之情的消息传递策略无法产生品牌效益。然而，当广告中的感谢表达被认为是费力的（例如，感谢信息加上免费产品）时，真诚的品牌可以获得更多的品牌利益。我们证明，当真诚的品牌积极表达感激之情时，消费者会更积极地评价品牌，这是由品牌信任调节的效果。我们还探讨了真诚的品牌何时可以从不费力的感谢表达中受益。具体来说，我们发现，当消费者认同感恩目标时，消费者对低努力确认的反应更有利。基于这些发现，我们详细介绍了我们对理论的贡献，并为希望表达感激之情的真诚品牌提供了管理启示。