Impact of Technology-Evoked Mental Imagery on Brand Personality and Brand Association for Beauty Brands among Women in India
Main Article Content
Keywords
Mental imagery, female brand personality, brand association, augmented reality
Abstract
The increased dependence of customers on smart technology for convenience has motivated marketers to turn to new-age technologies for the representation of products and promotion of brands. This study analyses the influence of mental imagery generated by augmented reality on brand personality and brand association for skincare/cosmetics products among women in India. The cross-sectional study collected data through the mall intercept method. The significance of this study is the usage of real brands and gathering real experiences towards mental imagery evoked using virtual try-on links. The originality of the brands and the experience of the respondents could create a realistic relationship between the constructs under study and avoid the researcher’s bias. Path analysis was performed to analyse the statistics and the data fit with the proposed model through IBM AMOS 22.0 software. The findings showcase that elaboration dimension of mental imagery has a significant relationship with brand personality and brand association. However, the quality dimension of mental imagery did not have a significant relationship with brand personality and brand association. The findings contribute to the existing literature on branding and information processing and provide significant insights for marketers when adopting augmented reality to create brand-evoked mental imagery among customers.
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References
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Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122(C), 423–436. https://doi.org/10.1016/j.jbusres.2020.08.041
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Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105–119. https://doi.org/10.1509/jmkr.46.1.105
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Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019a). Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing. Journal of Retailing, 95(4), 219–234. https://doi.org/10.1016/j.jretai.2019.10.008
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Kang, H., & Shin, J., & Ponto, K. (2020). How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness. Journal of Interactive Marketing, 49(1), 70–85. http://dx.doi.org/10.1016/j.intmar.2019.07.002.
Kosslyn, S. M., Thompson, W. L., & Ganis, G. (2006). The case for mental imagery. Oxford University Press.
Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159–168. http://dx.doi.org/10.1016/j.jcps.2013.12.006.
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism Management, 33(5), 1270–1280. https://doi.org/10.1016/j.tourman.2011.10.012
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473–491. http://dx.doi.org/10.1086/209082
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McGill, A. L., & Anand, P. (1989). The effect of imagery on information processing strategy in a multi-attribute choice task. Marketing Letters, 1, 7–16. http://dx.doi.org/10.1007/BF00436144
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210–224. https://doi.org/10.1016/j.chb.2019.07.002.
Negroponte, N., Harrington, R., McKay, S. R., & Christian, W. (1997). Being digital. NY: Computers in Physics, 11(3), 261–262.
Overmars, S., & Poels, K. (2015). How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value. International Review of Retail, Distribution and Consumer Research, 25(3), 236–259. https://doi.org/10.1080/09593969.2014.988279
Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912. https://doi.org/10.1016/j.jretconser.2019.101912
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with augmented reality marketing. Journal of Services Marketing, 36(6), 781–799. https://doi.org/10.1108/JSM-12-2020-0519
Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102337
Richardson, A. (1969). Defining mental imagery. In Richardson, A., Mental Imagery (pp. 1–12). Berlin, Heidelberg: Springer. https://doi.org/10.1007/978-3-662-37817-5_1
Romano, B., Sands, S., & Pallant, J. I. (2021). Augmented reality and the customer journey: An exploratory study. Australasian Marketing Journal, 29(4), 354–363. https://doi.org/10.1016/j.ausmj.2020.06.010
Schifferstein, H. N. (2009). Comparing mental imagery across the sensory modalities. Imagination, Cognition and Personality, 28(4), 371–388. https://doi.org/10.2190/IC.28.4.g.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. https://doi.org/10.1086/208924
Smink, A. R., Van Reijmersdal, E. A., Van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118, 474–485. http://dx.doi.org/10.1016/j.jbusres.2020.07.018
Srivastava, A., Dasgupta, S. A., Ray, A., Bala, P. K., & Chakraborty, S. (2021). Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising. Journal of Information Management, 73(6), 967–991. https://doi.org/10.1108/AJIM-02-2021-0046
Statista Post. (2022a). Consumer Market insights: Cosmetics – in India. Statista report, December 2022. Available at https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/india
Statista Post. (2022b). Consumer Market insights: Beauty and Personal Care – India. Statista report, December 2022. Available at https://www.statista.com/outlook/cmo/beauty-personal-care/india
Verhagen, T., Vonkeman, C., Feldberg, F., & Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39, 270–280. http://dx.doi.org/10.1016/j.chb.2014.07.036.
van Esch, P., Arli, D., Gheshlaghi, M. H., Andonopoulos, V., von der Heidt, T., & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of Retailing and Consumer Services, 49, 35–42. https://doi.org/10.1016/j.jretconser.2019.03.002
Yoo, B., & Donthu, N. (1997, January). Developing and validating a consumer-based overall brand equity scale for Americans and Koreans: An extension of Aakers and Kellers conceptualizations. Proceedings Ama Summer Educators Conference.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464–2472. https://doi.org/10.1016/j.jbusres.2014.03.006
Yuille, J. C., & Catchpole, M. J. (1977). The role of imagery in models of cognition. Journal of mental imagery, 1(1), 171–180.
Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing. Psychology & Marketing, 39(7), 1285–1301. https://doi.org/10.1002/mar.21641
Zarantonello, L., & Schmitt, B. H. (2022). Experiential AR/VR: a consumer and service framework and research agenda. Journal of Service Management, 32(1), 34–55. https://doi.org/10.1108/JOSM-12-2021-0479
Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review, 42(4), 8–23.
Argyriou, E. (2012). Consumer intentions to revisit online retailers: a mental imagery account. Psychology & Marketing, 29(1), 25–35. https://doi.org/10.1002/mar.20405
Azar, S. (2015). Toward an understanding of brand sexual associations. Journal of Product & Brand Management, 24, 43–56. http://dx.doi.org/10.1108/JPBM-05-2014-0607
Babin, L. A., & Burns, A. C. (1998). A Modified Scale for the Measurement of Communication-Evoked Mental Imagery. Psychology & Marketing, 15(3), 261–278. https://doi.org/10.1002/(SICI)1520-6793(199805)15:3%3C261::AID-MAR4%3E3.0.CO;2-8.
Bae, S., Jung, T. H., Moorhouse, N., Suh, M., & Kwon, O. (2020). The influence of mixed reality on satisfaction and brand loyalty in cultural heritage attractions: A brand equity perspective. Sustainability, 12(7), 2956. http://dx.doi.org/10.20944/preprints202001.0384.v1
Barhorst, J. B., McLean, G., Shah, E., & Mack, R. (2021). Blending the real world and the virtual world: Exploring the role of flow in augmented reality experiences. Journal of Business Research, 122(C), 423–436. https://doi.org/10.1016/j.jbusres.2020.08.041
Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modelling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139–161. https://doi.org/10.1016/0167-8116(95)00038-0
Bone, P. F., & Ellen, P. S. (1992). The generation and consequences of communication-evoked imagery. Journal of Consumer Research, 19(1), 93–104. https://doi.org/10.1086/209289
Craig, A. B. (2013). Understanding augmented reality: Concepts and applications. Waltham, USA: Elsevier.
Elder, R. S., & Krishna, A. (2012). The “visual depiction effect” in advertising: Facilitating embodied mental simulation through product orientation. Journal of Consumer Research, 38(6), 988–1003. https://doi.org/10.1086/661531
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. http://dx.doi.org/10.1086/209515
Gavilan, D., & Avello, M. (2020). Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery. SAGE Open, 10(4). https://doi.org/10.1177/2158244020977484
Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105–119. https://doi.org/10.1509/jmkr.46.1.105
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019a). Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing. Journal of Retailing, 95(4), 219–234. https://doi.org/10.1016/j.jretai.2019.10.008
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019b). Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability. Journal of Retailing, 95(2), 94–114. https://doi.org/10.1016/j.jretai.2019.03.005
Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884–905. https://doi.org/10.1016/j.jbusres.2020.07.018
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the Customer Experience Through New Technologies. Journal of Interactive Marketing, 51, 57–71. https://doi.org/10.1016/j.intmar.2020.04.001
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55. http://dx.doi.org/10.1080/10705519909540118
IMARC Group Post. (2022). India Beauty and Personal Care Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028. IMARC Group report, 2022. Available at https://www.imarcgroup.com/india-beauty-personal-care-market
Javornik, A. (2016). “It’s an illusion, but it looks real!” Consumer affective, cognitive and behavioral responses to augmented reality applications. Journal of Marketing Management, 32, 987–1011. http://dx.doi.org/10.1080/0267257X.2016.1174726.
Kang, H., & Shin, J., & Ponto, K. (2020). How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness. Journal of Interactive Marketing, 49(1), 70–85. http://dx.doi.org/10.1016/j.intmar.2019.07.002.
Kosslyn, S. M., Thompson, W. L., & Ganis, G. (2006). The case for mental imagery. Oxford University Press.
Krishna, A., & Schwarz, N. (2014). Sensory marketing, embodiment, and grounded cognition: A review and introduction. Journal of Consumer Psychology, 24(2), 159–168. http://dx.doi.org/10.1016/j.jcps.2013.12.006.
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism Management, 33(5), 1270–1280. https://doi.org/10.1016/j.tourman.2011.10.012
MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473–491. http://dx.doi.org/10.1086/209082
Manchanda, M., & Deb, M. (2020). On m-commerce adoption and augmented reality: a study on apparel buying using m-commerce in Indian context. Journal of Internet Commerce, 20(1), 84–112. http://dx.doi.org/10.1080/15332861.2020.1863023.
McGill, A. L., & Anand, P. (1989). The effect of imagery on information processing strategy in a multi-attribute choice task. Marketing Letters, 1, 7–16. http://dx.doi.org/10.1007/BF00436144
McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210–224. https://doi.org/10.1016/j.chb.2019.07.002.
Negroponte, N., Harrington, R., McKay, S. R., & Christian, W. (1997). Being digital. NY: Computers in Physics, 11(3), 261–262.
Overmars, S., & Poels, K. (2015). How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value. International Review of Retail, Distribution and Consumer Research, 25(3), 236–259. https://doi.org/10.1080/09593969.2014.988279
Park, M., & Yoo, J. (2020). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912. https://doi.org/10.1016/j.jretconser.2019.101912
Plotkina, D., Dinsmore, J., & Racat, M. (2022). Improving service brand personality with augmented reality marketing. Journal of Services Marketing, 36(6), 781–799. https://doi.org/10.1108/JSM-12-2020-0519
Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102337
Richardson, A. (1969). Defining mental imagery. In Richardson, A., Mental Imagery (pp. 1–12). Berlin, Heidelberg: Springer. https://doi.org/10.1007/978-3-662-37817-5_1
Romano, B., Sands, S., & Pallant, J. I. (2021). Augmented reality and the customer journey: An exploratory study. Australasian Marketing Journal, 29(4), 354–363. https://doi.org/10.1016/j.ausmj.2020.06.010
Schifferstein, H. N. (2009). Comparing mental imagery across the sensory modalities. Imagination, Cognition and Personality, 28(4), 371–388. https://doi.org/10.2190/IC.28.4.g.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287–300. https://doi.org/10.1086/208924
Smink, A. R., Van Reijmersdal, E. A., Van Noort, G., & Neijens, P. C. (2020). Shopping in augmented reality: The effects of spatial presence, personalization and intrusiveness on app and brand responses. Journal of Business Research, 118, 474–485. http://dx.doi.org/10.1016/j.jbusres.2020.07.018
Srivastava, A., Dasgupta, S. A., Ray, A., Bala, P. K., & Chakraborty, S. (2021). Relationships between the “Big Five” personality types and consumer attitudes in Indian students toward augmented reality advertising. Journal of Information Management, 73(6), 967–991. https://doi.org/10.1108/AJIM-02-2021-0046
Statista Post. (2022a). Consumer Market insights: Cosmetics – in India. Statista report, December 2022. Available at https://www.statista.com/outlook/cmo/beauty-personal-care/cosmetics/india
Statista Post. (2022b). Consumer Market insights: Beauty and Personal Care – India. Statista report, December 2022. Available at https://www.statista.com/outlook/cmo/beauty-personal-care/india
Verhagen, T., Vonkeman, C., Feldberg, F., & Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39, 270–280. http://dx.doi.org/10.1016/j.chb.2014.07.036.
van Esch, P., Arli, D., Gheshlaghi, M. H., Andonopoulos, V., von der Heidt, T., & Northey, G. (2019). Anthropomorphism and augmented reality in the retail environment. Journal of Retailing and Consumer Services, 49, 35–42. https://doi.org/10.1016/j.jretconser.2019.03.002
Yoo, B., & Donthu, N. (1997, January). Developing and validating a consumer-based overall brand equity scale for Americans and Koreans: An extension of Aakers and Kellers conceptualizations. Proceedings Ama Summer Educators Conference.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464–2472. https://doi.org/10.1016/j.jbusres.2014.03.006
Yuille, J. C., & Catchpole, M. J. (1977). The role of imagery in models of cognition. Journal of mental imagery, 1(1), 171–180.
Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing. Psychology & Marketing, 39(7), 1285–1301. https://doi.org/10.1002/mar.21641
Zarantonello, L., & Schmitt, B. H. (2022). Experiential AR/VR: a consumer and service framework and research agenda. Journal of Service Management, 32(1), 34–55. https://doi.org/10.1108/JOSM-12-2021-0479
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Published
Jun 28, 2023
Article Details
How to Cite
Cherian, K. M., Kurian, S., & Ramanathan, H. N. (2023). Impact of Technology-Evoked Mental Imagery on Brand Personality and Brand Association for Beauty Brands among Women in India. Journal of Telecommunications and the Digital Economy, 11(2), 212–232. https://doi.org/10.18080/jtde.v11n2.706
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Special Issue: Women’s Participation in the Digital Economy and Digital Society
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Author Biographies
Krupa Miriam Cherian, Jain (Deemed-to-be) University
Krupa Miriam Cherian,
Research Scholar, Jain Deemed-to-be University.
Simmy Kurian, Associate Professor, Jain Deemed-to-be University
Dr Simmy Kurian,
Associate Professor, Jain Deemed-to-be University.
Hareesh N Ramanathan , Associate Professor, Cochin University of Science & Technology
Hareesh N Ramanathan
Associate Professor, Cochin University of Science & Technology.
