The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions

Past research links a decrease in religiosity with the development of marketing and, in particular, with the growing role of brands in consumers’ lives. Building on James's (1920) theory of the self, we propose that focusing on brands as a strategy for self-expression (brand engagement in self-concept; BESC) does not exclude religious commitment and may even be related with higher levels of religious commitment. We also suggest that this relationship is moderated by grandiose narcissism. The hypotheses were tested on a sample of 306 individuals in a cross-sectional study. The findings provide evidence that BESC is positively related to religious commitment and the higher an individual’s narcissism is, the stronger the positive relationship between BESC and religious commitment. These findings suggest that using brands as a strategy for self-expression is not a substitute for religious commitment.

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Source Effects on Psychological Reactance to Regulatory Policies: The Role of Trust and Similarity

Science Communication ◽

10.1177/1075547018791293 ◽

2018 ◽

Vol 40 (5) ◽

pp. 591-620 ◽

Cited By ~ 6

Author(s):

Hwanseok Song ◽

Katherine A. McComas ◽

Krysten L. Schuler

Keyword(s):

Experimental Study ◽

Risk Reduction ◽

Indirect Effect ◽

Behavioral Intentions ◽

Psychological Reactance ◽

Source Effects ◽

Regulatory Policies ◽

Message Source ◽

Different Sources

Efforts to communicate risk reduction policies must consider how target audiences will respond to the source of the message. This study investigates how modifying the message source enhances or diminishes psychological reactance against a policy designed to curb a wildlife disease. In an experimental study, we attributed a press release announcing this policy to different sources. We found that the source had an indirect effect on reactance, which subsequently affected attitudes toward the policy and behavioral intentions. Specifically, the more similar and trustworthy participants perceived the source, the less likely the source was to induce freedom threat or reactance.

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Investigating the Role of Customer Brand Engagement and Relationship Quality on Brand Loyalty

International Journal of E-Business Research ◽

10.4018/ijebr.2018070103 ◽

2018 ◽

Vol 14 (3) ◽

pp. 34-53 ◽

Cited By ~ 3

Author(s):

Samala Nagaraj ◽

Sapna Singh

Keyword(s):

Relationship Quality ◽

Brand Loyalty ◽

Experiment Design ◽

Customer Participation ◽

Brand Engagement ◽

Serial Mediation ◽

Quasi Experiment

The main aim of this article is to investigate the role of customer-brand engagement (CBE) and relationship quality (RQ) when individuals engage online with a brand. The study empirically examines the serial mediation of CBE and RQ between customer participation and brand loyalty. The research included a posttest only, in a quasi-experiment design, with two comparative groups: Purchasers and nonpurchasers. A total of 215 students were invited to engage with a selected brand on Facebook for 5 days consecutively, and for 20 minutes each day. Subsequently, the participants' opinions were collected using a questionnaire. Process Macros was used to test the serial mediation (Hayes, 2013). The results confirm that CBE does not mediate among the purchasers' group, however, CBE and RQ exhibit serial mediation. Also, RQ does not mediate among the nonpurchasers' group. This evidence suggests that purchasers do not exhibit loyalty through engagement alone and confirms that CBE is beyond transactions. Finally, results support the importance of CBE for the management to improve brand loyalty.

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Servicescape, positive affect, satisfaction and behavioral intentions: The moderating role of familiarity

International Journal of Hospitality Management ◽

10.1016/j.ijhm.2018.11.003 ◽

2019 ◽

Vol 78 ◽

pp. 102-111 ◽

Cited By ~ 23

Author(s):

Jeong-Yeol Park ◽

Robin M. Back ◽

Diego Bufquin ◽

Valeriya Shapoval

Keyword(s):

Positive Affect ◽

Behavioral Intentions ◽

Moderating Role

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Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

Frontiers in Psychology ◽

10.3389/fpsyg.2021.673771 ◽

2021 ◽

Vol 12 ◽

Author(s):

Muhammad Khayyam ◽

Shuai Chuanmin ◽

Haroon Qasim ◽

Muhammad Ihtisham ◽

Raheel Anjum ◽

...

Keyword(s):

International Students ◽

Food Safety ◽

Behavioral Intention ◽

Behavioral Intentions ◽

Local Food ◽

Partial Least Square ◽

Equation Modeling ◽

Health Consciousness ◽

Safety And Health

The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

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