Brand Anticipation in an Era of Uncertainty: Understanding Consumer Behaviour towards Companies' Future Anticipation Efforts
Abstract
Modern companies invest heavily in understanding future customer needs, but these efforts are sometimes unappreciated, leading to poor results. This research aims to understand future anticipation by linking it to companies' predictions of technological, cultural, and competitive changes and how consumers perceive these changes. Using qualitative methods, data was collected through semi-structured interviews and focus group discussions (FGD) with eight participants each. The findings show that customers highly value visionary company initiatives, forming positive memories that strengthen brand relationships. These memories, particularly in the precordium area of the brain, impact loyalty and shopping behavior, emphasizing the importance of introspection and personal experience. The research also introduces the concept of "massclusivity" and its relationship with elite consumers, like tablet owners. The novelty of this study lies in applying futurology in marketing and utilizing autobiographical memory.
Keywords: consumer behaviour; corporate anticipation; era of uncertainty; future; technology products
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References
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Anton, S. G., & Nucu, A. E. A. (2020). Enterprise Risk Management: A Literature Review and Agenda for Future Research. Journal of Risk and Financial Management, 13(11). https://doi.org/10.3390/jrfm13110281
Aschemann-Witzel, J., & Janssen, M. (2022). The role of policy actions to accelerate food consumer behaviour change. Agricultural and Food Economics, 10(1). https://doi.org/10.1186/s40100-022-00230-x
Attor, C., Jibril, A. B., Amoah, J., & Chovancova, M. (2022). Examining the influence of brand personality dimension on consumer buying decision: Evidence from Ghana. Management and Marketing, 17(2), 156–177. https://doi.org/10.2478/mmcks-2022-0009
Bamel, U., Kumar, S., Lim, W. M., Bamel, N., & Meyer, N. (2022). Managing the dark side of digitalization in the future of work: A fuzzy TISM approach. Journal of Innovation and Knowledge, 7(4). https://doi.org/10.1016/j.jik.2022.100275
Bibri, S. E. (2021). The underlying components of data-driven smart sustainable cities of the future: a case study approach to an applied theoretical framework. European Journal of Futures Research, 9(1). https://doi.org/10.1186/s40309-021-00182-3
Dabić, M., Maley, J. F., Švarc, J., & Poček, J. (2023). Future of digital work: Challenges for sustainable human resources management. Journal of Innovation and Knowledge, 8(2). https://doi.org/10.1016/j.jik.2023.100353
Dressler, M., & Paunovic, I. (2021). Reaching for customer centricity—wine brand positioning configurations. Journal of Open Innovation: Technology, Market, and Complexity, 7(2). https://doi.org/10.3390/joitmc7020139
Ferine, K. F., Saefudin, A., Ariwibowo, P., & Azim, I. (2023). Financial Management in Reaching Product Empowerment Index Standards Related to Science on MSME Performance. Jurnal Penelitian Pendidikan IPA, 9(7), 5716–5724. https://doi.org/10.29303/jppipa.v9i7.4754
García-Salirrosas, E. E., & Gordillo, J. M. (2021). Brand personality as a consistency factor in the pillars of csr management in the new normal. Journal of Open Innovation: Technology, Market, and Complexity, 7(2). https://doi.org/10.3390/joitmc7020134
Gerlich, M. (2023). The Power of Virtual Influencers: Impact on Consumer Behaviour and Attitudes in the Age of AI. Administrative Sciences, 13(8). https://doi.org/10.3390/admsci13080178
Giza, W., & Wilk, B. (2021). Revolution 4.0 and its implications for consumer behaviour. Entrepreneurial Business and Economics Review, 9(4), 195–206. https://doi.org/10.15678/EBER.2021.090412
Goisauf, M., Akyüz, K., & Martin, G. M. (2020). Moving back to the future of big data-driven research: reflecting on the social in genomics. Humanities and Social Sciences Communications, 7(1). https://doi.org/10.1057/s41599-020-00544-5
Haq, F., Seraphim, J., & Medhekar, A. (2021). Branding heritage tourism in Dubai: A qualitative study. Advances in Hospitality and Tourism Research, 9(2), 243–267. https://doi.org/10.30519/ahtr.782679
Huang, A., De la Mora Velasco, E., Haney, A., & Alvarez, S. (2022). The Future of Destination Marketing Organizations in the Insight Era. Tourism and Hospitality, 3(3), 803–808. https://doi.org/10.3390/tourhosp3030049
Huang, C., Zhuang, S., Li, Z., & Gao, J. (2022). Creating a Sincere Sustainable Brand: The Application of Aristotle’s Rhetorical Theory to Green Brand Storytelling. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.897281
Jain, A., & Ranjan, S. (2020). Implications of emerging technologies on the future of work. IIMB Management Review, 32(4), 448–454. https://doi.org/10.1016/j.iimb.2020.11.004
Julmi, C. (2020). Research: Qualitative. In Encyclopedia of Creativity (pp. 435–441). Elsevier. https://doi.org/10.1016/B978-0-12-809324-5.23678-X
Kita, P., Žambochová, M., Strelinger, J., & Mazalánová, V. K. (2021). Consumer Behaviour of Slovak Households in The Sphere of Organic Food in The Context of Sustainable Consumption. Central European Business Review, 10(1), 1–17. https://doi.org/10.18267/J.CEBR.256
Lapan, S. D., Quartaroli, M. T., & Riemer, F. J. (2012). Qualitative research: an introduction to methods and designs. Jossey-Bass.
Ligaraba, N., Chuchu, T., & Nyagadza, B. (2023). Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2184244
MacNiven, S., Lennon, J. J., Roberts, J., & MacNiven, M. (2023). The language of marketing hyperbole and consumer perception–The case of Glasgow. PLoS ONE, 18(12 Decembe). https://doi.org/10.1371/journal.pone.0295132
Marchini, A., Riganelli, C., Diotallevi, F., & Polenzani, B. (2021). Label information and consumer behaviour: evidence on drinking milk sector. Agricultural and Food Economics, 9(1). https://doi.org/10.1186/s40100-021-00177-5
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: a methods sourcebook (Third Edit). SAGE Publications.
Murliasari, R., Rony, Z. T., Djafar, T., Peristiwo, H., Saefudin, A., & Islah, K. (2023). Dilemma of Human Resources in Public Services : An Analysis of Performance among Honorary Employees. Jurnal Manajemen Pelayanan Publik, 07(02), 445–455. https://doi.org/http://dx.doi.org/10.24198/jmpp.v7i2.49801
Paetz, F. (2021). Recommendations for sustainable brand personalities: An empirical study. Sustainability (Switzerland), 13(9). https://doi.org/10.3390/su13094747
Prasetyo, D. B., & Saefudin, A. (2023). Digitalisasi Inovasi Layanan Pertanahan: Pengecekan Sertipikat Online di Kantor Pertanahan Kabupaten Purbalingga. Jurnal Pertanahan, 13(1), 17–27.
Puente-Díaz, R., & Cavazos-Arroyo, J. (2021). Experiential purchases, as memorable moments in consumers’ lives, trigger nostalgia. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1944010
Rangaswamy, E., Nawaz, N., & Changzhuang, Z. (2022). The impact of digital technology on changing consumer behaviours with special reference to the home furnishing sector in Singapore. Humanities and Social Sciences Communications, 9(1). https://doi.org/10.1057/s41599-022-01102-x
Sestino, A., & Amatulli, C. (2024). The challenge of integrating “intelligent” technologies in luxury shopping contexts: The role of brand personality appeal and consumers’ status consumption orientation. Journal of Retailing and Consumer Services, 76. https://doi.org/10.1016/j.jretconser.2023.103488
Tiberius, V., Schwarzer, H., & Roig-Dobón, S. (2021). Radical innovations: Between established knowledge and future research opportunities. Journal of Innovation and Knowledge, 6(3), 145–153. https://doi.org/10.1016/j.jik.2020.09.001
Verster, A., Petzer, D. J., & Cunningham, N. (2019). Using brand identity to build brand equity: A comparison between the South African and Dutch business-to-business architectural industry. South African Journal of Business Management, 50(1). https://doi.org/10.4102/sajbm.v50i1.1372
Yin, R. K. (2016). Qualitative research from start to finish (2nd Editio). The Guilford Press.
Zhang, X., Liu, H., & Yao, P. (2021). Research jungle on online consumer behaviour in the context of web 2.0: Traceability, frontiers and perspectives in the post-pandemic era. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1740–1767. https://doi.org/10.3390/jtaer16050098
Published
2024-06-17
How to Cite
RISDWIYANTO, Andriya et al.
Brand Anticipation in an Era of Uncertainty: Understanding Consumer Behaviour towards Companies' Future Anticipation Efforts.
Matrik : Jurnal Manajemen, Strategi Bisnis, dan Kewirausahaan, [S.l.], p. 45 - 55, june 2024.
ISSN 2302-8890.
Available at: <https://ojs.unud.ac.id/index.php/jmbk/article/view/112896>. Date accessed: 21 nov. 2024.
doi: https://doi.org/10.24843/MATRIK:JMBK.2024.v18.i01.p04.
Section
Articles
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