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Michael Breazeale: Research Agenda

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Michael Breazeale

on 9 July 2016

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Transcript of Michael Breazeale: Research Agenda

Mike
BREAZEALE
A Research Agenda
Background
Published
Pipeline
A Current
Project
Summary and
Discussion
Background
Published
Pipeline
A Current Project
Summary
THANK YOU.
Top 100 Marketing Professors on Twitter
Master Teacher Award
Breazeale, Michael (2009), “Word of Mouse: An Assessment of Electronic Word-of-Mouth Research,”International Journal of Market Research, 51 (3), 297-318.


Moore, Robert S. Moore and Michael Breazeale (2010), “Electronic Commerce Research: The First Fifteen Years in the Fields of Marketing, Management, and Information Systems,” Marketing Management Journal, 20 (1), 105-122.
Breazeale, Michael and Jason Lueg (2011), “A Retail Shopping Typology of American Teens,” Journal of Business Research, 64 (6), 565-571.
Breazeale, Michael and Nicole Ponder (2013), “Get the Picture? The Visual Servicescape and Self-Image Congruity,” Journal of Business Research, 66 (7), 839-846.
White, Allyn, Michael Breazeale, and Joel Collier (forthcoming), “The Effects of Perceived Fairness on Customer Responses to Forced SST Migration,” Journal of Retailing.
Loureiro, Sandra M.C., Francisco J.M. Gonzalez, and Michael Breazeale, (forthcoming) “Who Needs Delight? The Greater Impact of Value, Trust, and Satisfaction in Utilitarian, Frequent-Use Retail,” Journal of Service Management.
Susan Fournier, Michael Breazeale, and Marc Fetscherin (2012), “The Why, How, and So What of Consumers’ Relationships with their Brands,” in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale, and Fetscherin, eds., London: Routledge, 1-12.
Journal Articles
Book Chapters
White, Allyn, Michael Breazeale, and Cynthia Webster (2012), “The Brand Avoidance Relationship: Exploring Consumer Motivations,” in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale, and Fetscherin, eds., London: Routledge, 57-73.
Breazeale, Michael and Nicole Ponder (2012), “This Store Just Gets Me! Customer Chemistry and Its Role in Identity Construction,” in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale, and Fetscherin, eds., London: Routledge, 223-243.
Breazeale, Michael and Susan Fournier (2012), “Where Do We Go from Here?” in Consumer-Brand Relationships: Theory and Practice, Fournier, Breazeale, and Fetscherin, eds., London: Routledge, 395-414.
Breazeale, Michael, Christopher R. Long, and Daniela Ott (Forthcoming, December 2013) “Public Luxury Representatives,” in The Management of Luxury, edited by Reinecke, Berghaus, and Muller-Stewens.
Books
'This smartly edited volume, which brings together prominent academic and practitioner branding experts, advances our understanding of questions fundamental to consumer-brand relationships: their types, their properties, drivers, and consequences to consumers and marketers alike. Critical issues regarding the consumer as co-creator of brand meanings as well as the boundaries of the human relationship metaphor to the study of brands add novel insight to our understanding of this rich topic. A brilliant concluding chapter charts a far-reaching and powerful agenda for pushing the boundaries of knowledge about consumers’ relationships with their brands.'

- Debbie MacInnis, Professor of Marketing, University of Southern California


Volume 2 coming March 2015
Best Paper Awards
Breazeale, Michael, and Nicole Ponder (2013), “I Love That Store: Toward a Theory of Customer Chemistry,” 2013 AMA Summer Educators Conference, Boston, MA.

Best Paper in Retailing Track
Ligon, Gina, Michael Breazeale, Erin Pleggenkuhle-Miles, Mackenzie Harms, and Samantha Woracek (2013), “Branding Destruction: Applying a Marketing Framework to the Notoriety of Violent Extremist Organizations,” Consumer-Brand Relationships 2013, Boston, MA.
GfK Best Paper in Conference
Primary Domains
Branding
Brand Relationships
Brand Communities
Brand Strategies
Branding concepts applied in other domains
Retailing
Retail Atmospherics
SST in Retail Settings
Retail Brand Strategy
Retail Consumption in Online Formats
Consumer Affect
Affect-Based Reactions to Brands
Affective Response to Retail Policies
Affect and Retail Servicescapes
The Role of Affect in Online Consumption
Michael Breazeale, Gina Ligon, Erin Pleggenkuhle-Miles, and Mackenzie Harms, “Branding Destruction: Applying a Marketing Framework to the Notoriety of Violent Extremist Organizations” writing in progress, targeting submission to Journal of Consumer Research.
Breazeale, Michael and Nicole Ponder, “Everything I Want to Be! Customer Chemistry and Identity Construction,” revising for submission to Journal of Consumer Psychology.
Breazeale, Michael and Nicole Ponder, “I Love That Store! Toward a Theory of Customer Chemistry,” final editing in progress for submission to Journal of Retailing.
Breazeale, Michael and Christopher R. Long, “Who Comes First – The Designer or the Brand? Exploring Luxury Consumers’ Brand Attachments,” Study One data collected, targeting submission to Journal of Business Research.
Collier, Joel E., Michael Breazeale, and Allyn White, “You Do It! Consumer Response to Self-Service Failure Attribution,” data analysis complete, writing in progress, targeting submission to Journal of the Academy of Marketing Science.
Davis, Robert, Michael Breazeale, and Inna Piven (2013), “A Conceptual Model of Service Brand Consumption in a Social Media Setting,” submitted to Journal of Service Research.
Ligon, Gina S., Breazeale, Michael, Harms, Mackenzie, & Friedly, Jo, “Implications for the al Qaeda's Brand for Recruiting, Fundraising, and Terrorism,” writing in progress, targeting submission to Dynamics of Asymmetrical Conflict Journal.
Breazeale, Michael, Christopher Long, and David Brown “Understanding Engagement: An Analysis of Existing Literature on an Elusive Construct,” data collected and analyzed, writing in progress, targeting submission to Journal of Business Research.
Fahim, Arif, Alastair Cooke, Hazel Huang, and Michael Breazeale, “How Do Private Labels Increase Their Value? The Role of Brand Name and Package Design,” second round of data collection in progress, targeting submission to Journal of Business Research.
Teaching
"Dr. B's teaching style was casual yet effective. The advertising world is not about stuffy work environments and lots of rules and restrictions. The advertising world is about being in a creatively stimulating environment where the ... people are free to be themselves. Dr. B's class was set up very much this way. He was laid-back, liked to talk to us, and incorporated many techniques and news from the real world which set up some great learning exercises. In a lot of ways, we taught ourselves with his guidance. It was a teaching style I can very much appreciate."
"He is a very good teacher. I have taken him twice in one year and have enjoyed every minute of it. I would definitely recommend him for any student of business or non-business. He is just a lovely person inside and out. Good job!!!"
"I learned more in this 6-week course online than I've ever learned in a full semester in the classroom! He makes it so interesting and fun that I look forward to learning. Thanks, Dr. B!"
I believe his class was an incredible experience in life lessons and also in consumer behavior. It taught me how fun marketing can really be and how fun a class be. All of the experiences and knowledge I got from this class will not only be helpful in my career, but it will also be helpful in life by being able to market myself or anything else I will have to promote."
Discussion
Service
Branding
Brand Relationships
Brand Communities
Brand Strategies
Branding concepts applied in other domains
Retailing
Retail Atmospherics
SST in Retail Settings
Retail Brand Strategy
Retail Consumption in Online Formats
Consumer Affect
Affect-Based Reactions to Brands
Affective Response to Retail Policies
Affect and Retail Servicescapes
The Role of Affect in Online Consumption
Research
Branding Destruction:
Applying a Marketing Framework
to the Notoriety of Violent Extremist Organizations
Michael Breazeale Gina Ligon Erin Miles Mackenzie Harms
In final preparation for submission to
Journal of Consumer Research

Institute for Brands and Brand Research
The Institute for Brands and Brand Relationships is an international learning organization dedicated to uniting academics and practitioners in the mission of developing and advancing the brand and brand relationships sub-disciplines of marketing.
Evolution of this Research
Department of Homeland Security grant to study violent extremist organizations (VEOs)
(Asal and Rethemeyer 2008; Hoffman 2006; Quillen 2002)
Homeland Security was interested in factors that lead to long-term sustainability and destructiveness.
Marketing Research Informing the Conceptualization
Firm reputation
Deephouse 2000; Hayward, Rindova, and Pollock 2004; Rindova, Pollock, and Hayward 2006
Brand Relationships
Fournier 1998; Agarwal 2004
Violent Extremist Organizations
Belief based
Goals are not fiscal / finances needed only to meet objectives
Structure and complexity vary by type
(Ligon, Simi, Harms, & Harris, in press)
Previous studies employed organizational size and lethality as performance measures.
Despite destructive mission, VEOs still require human capital, financial resources and consumer awareness.
Opportunity to apply marketing concepts to VEOs
Notoriety
Intangible resource leading to a competitive advantage
(Hall 1992; Rindova and Forbrun 1999; Rindova et al. 2005)
1. Prominence (Co-Branding)
2. Perceived quality - External legitimacy (Endorsement)
Media Portrayals
Formbrun and Shanley 1990
1. Suggest rarity, value, imperfect imitability, and non-substitutability (BRQ)
Deephouse 2000; Rindova, Pollock and Hayward 2006)
Affects firm performance
Deephouse 2000
Branding Strategies
Malevolent creativity (Branding efforts)
Hayward, Rindova and Pollock 2004
Mission / Purpose (Brand image)
Performance Indicators
A Fairly Simple Model
Sample: 45 VEOs
Are indices of Notoriety impacted by Brand Image?
Coding the Sample
Promotional Strategies:
Malevolent creativity (Special promotions)
Mission (Brand Image)
Prominence - Co-branding
- External legitimacy (Celebrity endorsement)
Brand Relationship Quality (BRQ) - Brand reputation (Media hits and tone)
- Brand attitude (Cultural and comparative)
Performance:
Believers (Brand Advocacy) - Social Influence
- Accomplishment of Objectives
Recruitment (Brand community) - Novelty
- Diversity
Fundraising (Consumer Sales) - Short-term
- Long-term
- Legal Avenues
Notoriety:
r = .31*
r = .36*
* *p < .05
Are indices of Notoriety impacted by Promotional Strategies?
r = .39**
r = .69**
* p < .01
Are Performance indicators impacted by Co-Branding?
* p < .05 ** p <.01
Are Performance indicators impacted by External Legitimacy?
* p < .05 ** p <.01
Are Performance indicators impacted by Media Hits (BRQ)?
* p < .05 ** p <.01
Are Performance indicators impacted by Cultural Reputation (BRQ)?
* p < .05 ** p <.01
Are Performance indicators impacted by Brand Reputation Tone (BRQ)?
* p < .05 ** p <.01
Are Performance indicators impacted by Comparative Reputation (BRQ)?
* p < .05 ** p <.01
(Brand Attitude)
Brand reputation
(Tone)
Brand reputation
(Media Hits)
Two of the most Important Findings
Limitations
Where does this research go?
Organizational survival
(Hegel et al. 2012)
Lethality
(Asal and Rethemeyer 2008)
Organizational longevity
Other performance indicators:
Cross-sectional design – part of a broader data set for DHS
Limited data on some key metrics
Difficult to measure perceptions
(Rindova et al., 2010)
Celebrity endorsement (Designation as an FTO)
may actually have negative long-term consequences for security.
Threat assessment for VEOs with creative promotional efforts should be increased in terms of long-term fundraising capabilities.
Method
Brand Relationship Quality
Hinde 1976; Fournier 1998; Agarwal 2004
Social Media
Marketing
Entrepreneurial Branding
Full transcript