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Don’t Call Me “Brand Loyal”: The Role of Market Metacognition on Market-Related Labeling Effectiveness

Bourjot-Deparis, Julien; Caffier de Kerviler, Gwarlann; Cadario, Romain (2013-06), Don’t Call Me “Brand Loyal”: The Role of Market Metacognition on Market-Related Labeling Effectiveness, European Marketing Academy 42th Annual Conference - EMAC 2013, 2013-06, Istanbul, Turquie

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Type
Communication / Conférence
Date
2013-06
Conference title
European Marketing Academy 42th Annual Conference - EMAC 2013
Conference date
2013-06
Conference city
Istanbul
Conference country
Turquie
Pages
8 p.
Metadata
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Author(s)
Bourjot-Deparis, Julien
Caffier de Kerviler, Gwarlann
Cadario, Romain
Abstract (EN)
Labeling a customer as being “brand loyal” is a common marketing practice. Building on the literature on social labeling, marketplace metacognition and skepticism, we investigate the effects of such a practice. We find that skepticism, conceptualized as an expression of marketplace metacognition activation, mitigates labeling effectiveness. More precisely, the label is effective only when it does not trigger skepticism, i.e. when the label is congruent with self-perceptions. However, when the label is not congruent with self-perceptions, it arouses skepticism and has a negative impact on future loyalty intentions. We discuss the implications for customer relationship management.
Subjects / Keywords
Social Labeling; Marketplace Metacognition; Skepticism
JEL
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing