What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention

Purpose The purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank. Design/methodology/approach A between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments. Findings The findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity. Research limitations/implications The current study applies an independent measured design or a between-subjects experimental design, that resulted in unequal sample sizes. In addition, the study also does not control for the types of bank accounts owned by respondents. The design may invite the presence of confounding variables that exist due to individual differences and environmental variables. Practical implications The results show that Islamic bank managers should care about the brand familiarity issue, which strongly influences customers’ brand trust and customer intention to invest in an Islamic bank. In addition, Islamic bank managers should pay attention to the profit-sharing rate given to customers, as it interacts with brand familiarity in influencing customers’ perceived value. Originality/value This study examined the impact of brand familiarity and profit-sharing rate on Muslim consumers’ brand trust, perceived risk, perceived value and intention to save in an Islamic bank. The paper provides a shred of empirical evidence to the theoretical relationship between the subjective and objective cues that influence the formation of customers’ trust, perceived financial risk, perceived value and intention in the Islamic bank context.

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The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study

Sustainability ◽

10.3390/su14020611 ◽

2022 ◽

Vol 14 (2) ◽

pp. 611

Author(s):

Gen Li ◽

Xixiang Sun

Keyword(s):

Perceived Risk ◽

Consumer Trust ◽

Brand Trust ◽

Chinese Consumers ◽

Brand Familiarity ◽

Trust Relationships ◽

Brand Crisis ◽

Intermediary Role ◽

The Impact ◽

The Relationship

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.

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The Impact of Employee Empathy on Brand Trust in Organizational Complaint Response Emails: A Closer Look at Linguistic Realization

International Journal of Business Communication ◽

10.1177/23294884211032316 ◽

2021 ◽

pp. 232948842110323

Author(s):

Rebecca Van Herck ◽

Sofie Decock ◽

Bernard De Clerck ◽

Liselot Hudders

Keyword(s):

Positive Impact ◽

Brand Trust ◽

Mediating Effects ◽

Customer Complaints ◽

Moderation Effects ◽

Complaint Handling ◽

Negative Effect ◽

Handling Quality ◽

The Impact

This study investigates the effect of linguistic realizations of employee empathy (LREE) on brand trust in email responses to customer complaints. We explore possible mediating effects of perceived empathy and perceived complaint handling quality and we look into moderation effects of compensation (Study 1) or customer’s acceptance of blame (Study 2). Our aim is to find out if LREE have a negative or positive impact on the customer in cases of partial refunds, either because LREE are being perceived as insincere or as genuine expressions of concern. The results of two experiments show that LREE positively influence brand trust through higher perceived empathy and perceived complaint handling quality. However, the expected negative effect is not found, as LREE are more effective in a low versus high compensation condition. The effectiveness itself is not influenced by the acceptance of blame when a partial refund is offered.

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The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

MEDIASI ◽

10.46961/mediasi.v2i3.396 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-180

Author(s):

Dwi Mandasari Rahayu

Keyword(s):

Social Media ◽

Brand Equity ◽

Structural Equation ◽

Consumer Response ◽

Social Media Marketing ◽

Equation Modeling ◽

Brand Trust ◽

Study Results ◽

Brand Involvement ◽

The Impact

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

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The Impact of Brand Experience and Brand Trust on Brand Engagement: The Mediating Effect of Brand Satisfaction n

Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018) ◽

10.2991/piceeba-18.2018.43 ◽

2018 ◽

Author(s):

Ikhsan Fikri ◽

Yasri Yasri ◽

Abror Abror

Keyword(s):

Mediating Effect ◽

Brand Experience ◽

Brand Trust ◽

Brand Engagement ◽

The Impact ◽

Brand Satisfaction

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Hospitality branding in emerging economies: an Indian perspective

Journal of Tourism Futures ◽

10.1108/jtf-07-2018-0047 ◽

2019 ◽

Vol 5 (1) ◽

pp. 22-34 ◽

Cited By ~ 4

Author(s):

Shivam Rai ◽

Jogendra Kumar Nayak

Keyword(s):

Emerging Economies ◽

Structural Equation ◽

Affective Commitment ◽

Perceived Quality ◽

Equation Modeling ◽

Brand Trust ◽

Content Type ◽

Branding Strategies ◽

Brand Advocacy ◽

The Impact

Purpose Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies. Design/methodology/approach A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling. Findings The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies. Research limitations/implications This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy. Originality/value The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

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Connecting the dots between brand logo and brand image

Asia-Pacific Journal of Business Administration ◽

10.1108/apjba-06-2018-0101 ◽

2019 ◽

Vol 11 (1) ◽

pp. 68-87

Author(s):

Harsandaldeep Kaur ◽

Kanwalroop Kaur

Keyword(s):

Structural Equation ◽

Brand Image ◽

Brand Personality ◽

Equation Modeling ◽

Personality Dimensions ◽

Content Type ◽

Brand Familiarity ◽

Sphere Of Influence ◽

The Impact ◽

The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

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The impact of nostalgic emotion on brand trust and brand attachment

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-09-2018-0390 ◽

2019 ◽

Vol 31 (4) ◽

pp. 1118-1137 ◽

Cited By ~ 4

Author(s):

Tao Wen ◽

Tong Qin ◽

Raymond R. Liu

Keyword(s):

Theoretical Model ◽

Positive Impact ◽

Service Industries ◽

Theoretical Research ◽

Brand Trust ◽

Brand Attachment ◽

Content Type ◽

Four Dimensions ◽

Potential Applicability ◽

The Impact

Purpose The purpose of this paper is to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing to deepen further. Design/methodology/approach The paper uses the approach of the empirical study. Based on the literature review, a theoretical model of the impact of nostalgic emotion (NE) on brand trust and brand attachment is constructed and corresponding research hypotheses are proposed. Then nostalgia-themed restaurants are selected to complete a questionnaire survey, and SPSS22.0 and LISREL8.70 are used for data analysis and hypothesis testing. Findings The results of the paper show that NE consists of four dimensions in the context of China: atmosphere nostalgia, interpersonal nostalgia, family nostalgia and personal nostalgia. Among these, NE has a significant positive impact on brand trust and brand attachment; further, brand trust has a significant positive impact on brand attachment and plays a partial mediating role in the impact of NE on the latter. Research limitations/implications As the nostalgic restaurant industry is the research object, the theoretical model described here may be limited to this specific industry. The potential applicability of the theoretical model to other service industries requires further study. Practical implications The results of the paper are helpful in building a good nostalgic experience, increasing consumer trust in restaurant brands, and strengthening the connection between NE and restaurant brand reconstruction. Social implications The results of the paper on the impact of NE on brand trust and brand attachment provide a referential basis and guide for services’ companies (e.g. restaurants) to revitalize the services’ brands. Originality/value The first contribution is that NE scale is constructed for the nostalgia-themed restaurants. The second contribution is that the paper reveals the mechanism of the impact of NE on brand trust and brand attachment.

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Surprise! We changed the logo

Journal of Product & Brand Management ◽

10.1108/jpbm-06-2015-0895 ◽

2016 ◽

Vol 25 (3) ◽

pp. 239-246 ◽

Cited By ~ 9

Author(s):

Julien Grobert ◽

Caroline Cuny ◽

Marianela Fornerino

Keyword(s):

Design Methodology ◽

Current Model ◽

Brand Attachment ◽

Content Type ◽

Brand Familiarity ◽

Brand Values ◽

The Impact ◽

A Company ◽

Practical Implications

Purpose This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

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Internet food marketing on popular children’s websites and food product websites in Australia

Public Health Nutrition ◽

10.1017/s1368980008001778 ◽

2008 ◽

Vol 11 (11) ◽

pp. 1180-1187 ◽

Cited By ~ 46

Author(s):

Bridget Kelly ◽

Katarzyna Bochynska ◽

Kelly Kornman ◽

Kathy Chapman

Keyword(s):

Food Preferences ◽

Food Product ◽

Food Marketing ◽

The Internet ◽

Traffic Data ◽

Marketing Environment ◽

Brand Familiarity ◽

Related Information ◽

Use Of The Internet ◽

The Impact

AbstractObjectiveThe aim of the present study was to describe the nature and extent of food marketing on popular children’s websites and food product websites in Australia.MethodsFood product websites (n119) and popular children’s websites (n196) were selected based on website traffic data and previous research on frequently marketed food brands. Coding instruments were developed to capture food marketing techniques. All references to food on popular children’s websites were also classified as either branded or non-branded and according to food categories.ResultsWebsites contained a range of marketing features. On food product websites these marketing features included branded education (79·0 % of websites), competitions (33·6 %), promotional characters (35·3 %), downloadable items (35·3 %), branded games (28·6 %) and designated children’s sections (21·8 %). Food references on popular children’s websites were strongly skewed towards unhealthy foods (60·8 %v. 39·2 % healthy food references;P< 0·001), with three times more branded food references for unhealthy foods. Branded food references displayed similar marketing features to those identified on food product websites.ConclusionsInternet food marketing uses a range of techniques to ensure that children are immersed in brand-related information and activities for extended periods, thereby increasing brand familiarity and exposure. The relatively unregulated marketing environment and increasing use of the Internet by children point to the potential increase in food marketing via this medium. Further research is required to investigate the impact of Internet food marketing on children’s food preferences and consumption, and regulatory options to protect children.

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