scholarly journals Brand love: conceptual and empirical investigation of a holistic causal model

2021 ◽  
Author(s):  
Renée Rahman ◽  
Tobias Langner ◽  
Dirk Temme
Keyword(s):  
Causal Model ◽  
Behavioral Outcomes ◽  
Influential Factors ◽  
Economic Consequences ◽  
Brand Love ◽  
Inner Self ◽  
Personal Experiences ◽  
Managerial Implications ◽  
Stimulus Features ◽  
Brand Satisfaction

AbstractExplicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.

Sing Hosanna for the brands: the process of substituting religion with brand

2017 ◽  
Vol 12 (1) ◽  
pp. 33-45 ◽  
Author(s):  
Abhigyan Sarkar ◽  
Juhi Gahlot Sarkar
Keyword(s):  
Interpersonal Relationships ◽  
Consumer Research ◽  
Process Model ◽  
Interpersonal Relationship ◽  
Psychological Processes ◽  
Content Type ◽  
Brand Relationship ◽  
Managerial Implications ◽  
First Time ◽  
Brand Satisfaction

Purpose Extant research shows that individual’s relationship with brand can be structurally similar to both interpersonal love relationship and religious relationship. A stream of consumer research states that individual can love a brand like a person loves another person. Another stream of consumer research postulates that individual can perceive brand equivalent to religion, and even substitute religion with brand. Research is scarce connecting these two different paradigms of brand relationship, given that interpersonal relationship is not necessarily as devotional as religious relationship. The purpose of this paper is to conceptualize the psychological process through which an individual can substitute his/her religion with brand. The basic theoretical premise of this substitution behaviour is the proposition that brand meanings can be perceived as equivalent to religious meanings. Design/methodology/approach This paper has conducted an integrative review of selected extant research related to individual-brand relationships, interpersonal relationships and religiosity. Findings This paper develops a consumer response hierarchy model showing the inter-related psychological processes through which an individual can substitute his/her religion with brand. The model forms the basis for the discussion of theoretical contributions and managerial implications. Originality/value The value of this conceptual paper lies in developing a process model for the first time in the area of consumer-brand relationship domain explaining the stage-wise psychological processes through which individual can move from mere cognitive brand satisfaction towards perceiving brand as substitute of religion.

The effect of consumer emotions on outcome behaviors following service failure

2019 ◽  
Vol 33 (3) ◽  
pp. 285-302 ◽  
Author(s):  
L. Jean Harrison-Walker
Keyword(s):  
Service Failure ◽  
Negative Emotions ◽  
Behavioral Outcomes ◽  
Experience Sampling ◽  
Future Research ◽  
Systematic Research ◽  
Content Type ◽  
Complaining Behavior ◽  
Managerial Implications ◽  
Outcome Behaviors

Purpose The purpose of this paper is to explore the role of emotions that consumers experience following service failures and to assess the effects of each of these emotions on important behavioral outcomes. Design/methodology/approach This paper extends the work of Wetzer et al. (2007) and draws upon the existing literature to test a series of research hypotheses tying emotions to four important behavioral outcomes primarily using stepwise regression. Findings When a service failure occurs, customers experience any of a variety of negative emotions. The effect on behavioral outcomes depends on the specific emotion experienced by the consumer. The current research, which benefits by using retrospective experience sampling, finds that frustration is the predominant emotion experienced by customers following service failure, but that anger, regret and frustration affect behavioral outcomes. Uncertainty also plays a role. Research limitations/implications Future research should investigate the antecedents of propensity for emotions and predisposition toward industries, as well as the consequences of word-of-mouth (WOM) praise and WOM activity. Additionally, emotions could be examined by service stage. Several other moderators could be investigated, including severity, complaining behavior, repeat occurrence, service importance, remedies and forgiveness, product vs process failures, tenure, gender and age. Practical implications The current research emphasizes the importance of understanding which emotion is being experienced by a customer following service failure to identify the behavioral outcomes that will be most impacted. The specific managerial implications depend upon the specific emotional response experienced by the customer and are discussed separately for anger, regret and frustration. Service personnel must be trained to recognize and address specific customer emotions rather than to provide a canned or generalized response. Originality/value To date, there has been little, if any, systematic research into the effects of multiple discrete negative emotions on multiple desirable behavioral outcomes. The current study examines six discrete emotions. Predominant emotions are differentiated from emotional intensity. The behavioral outcomes of reconciliation and reduced share-of-wallet are added to the traditional outcomes of repatronage intentions and negative WOM. While existing research tends to rely on a scenario approach, this study uses the retrospective experience sampling method. The authors distinguish between mixed emotions and multiple emotions. The relative effects of disappointment and regret are examined for each of the four outcomes. Finally, importance-performance map analysis was applied to the findings to prioritize managerial attention. Numerous managerial and research implications are identified.

Casual Modeling to Improve Customs Services in Iran

2018 ◽  
pp. 156-166
Author(s):  
Alireza Hassanzadeh ◽  
Hoda Eskandari
Keyword(s):  
Decision Making ◽  
System Dynamics ◽  
Causal Model ◽  
Influential Factors ◽  
Causal Relations ◽  
The World

In its reality, the world is more complex than we expect it to be predicated and controlled; so, by minor view to issues and suppose many phenomena to be independent, it would be impossible to understand their totality and complexity. Utilizing appropriate scientific tools can provide us with useful information to manage decision making to improve methods to carry out operations and apply resources; one of these scientific tools is system dynamics approach. Therefore, based on stages in the methodology of system dynamics and by taking experts comments, in the present study, causal relations between influential factors in improvement of customs service are identified. So, by knowing these causal relations, one can allocate resources and prioritize activities leading to influence on other factors following with the best results. Finally, after validation and having the confirmation of the experts, the researcher has presented a causal model to improve customs services.

A game theoretic approach to optimal pricing of flights and passengers at congested airports

2018 ◽  
Vol 13 (2) ◽  
pp. 434-454 ◽  
Author(s):  
Ata Allah Taleizadeh ◽  
Moeen Sammak Jalali ◽  
Shib Sankar Sana
Keyword(s):  
Large Scale ◽  
Congestion Pricing ◽  
Influential Factors ◽  
Future Research ◽  
Theoretic Approach ◽  
Content Type ◽  
Numerical Examples ◽  
Proposed Model ◽  
Managerial Implications ◽  
Game Theoretic

Purpose This paper aims to embark a mathematical model based on investigation and comparison of airport pricing policies under various types of competition, considering both per-passenger and per-flight charges at congested airports. Design/methodology/approach In this model, four-game theoretic strategies are assessed and closed-form formulas have been proved for each of the mentioned strategies. Numerical examples and graphical representations of the optimal solutions are provided to illustrate the models. Findings The rectitude of the presented formulas is evaluated with sensitivity analysis and numerical examples have been put forward. Finally, managerial implications are suggested by means of the proposed analysis. Research limitations/implications The represented model is inherently limited to investigate all the available and influential factors in the field of congestion pricing. With this regard, several studies can be implemented as the future research of this study. The applications of other game theoretic approaches such as Cartel games and its combination with the four mentioned games seem to be worthwhile. Moreover, it is recommended to investigate the effectiveness of the proposed model and formulations with a large-scale database. Originality/value The authors formulate a novel strategy that put forwards a four-game theoretic strategy, which helps managers to select the best suitable ones for their specific airline and/or air traveling companies. The authors find that by means of the proposed model, the application of Stackelberg–Bertrand behavior in the field of airport congestion pricing will rebound to a more profitable strategy in contrast with the other three represented methods.

Contact Unwinding

2017 ◽  
Author(s):  
Karin Rugman
Keyword(s):  
Inner Self ◽  
Personal Experiences ◽  
The Uk

In this chapter, the author examines kinesthetic correspondence and matching in Contact Unwinding, a Shin Somatics dance process which employs movement-based teaching through touch and is performed in an improvisational dance context. Contact Unwinding invites the inner self to instinctively express itself outwardly in a spontaneous unfolding of intuitive movement or dance, and in the process interweaves dance and somatics, connecting us intimately with our moving or dancing body. The discussion draws on the author’s personal experiences as a somatic educator and as a mover, combined with reflections from undergraduate dance students at Bath Spa University in the UK and students in somatic workshops. She highlights the educational and therapeutic aspects of Contact Unwinding, focusing on how knowledge is obtained through different modes of learning and especially how Contact Unwinding invites us to learn through experiencing, discovering, and communicating.

Beyond Brand Personality: Building Consumer–Brand Emotional Relationship

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S128-S144 ◽  
Author(s):  
Imene Becheur ◽  
Oula Bayarassou ◽  
Hela Ghrib
Keyword(s):  
Affective Commitment ◽  
Brand Personality ◽  
Measurement Scales ◽  
Study Objective ◽  
Brand Love ◽  
Global Brands ◽  
Emotional Factors ◽  
Significant Relationships ◽  
Managerial Implications ◽  
Emotional Commitment

This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.

scholarly journals The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa

2013 ◽  
Vol 12 (10) ◽  
pp. 1303 ◽  
Author(s):  
Richard Chinomona
Keyword(s):  
South Africa ◽  
Brand Management ◽  
Future Research ◽  
Brand Experience ◽  
Brand Trust ◽  
Data Set ◽  
Brand Attachment ◽  
Managerial Implications ◽  
African Context ◽  
Brand Satisfaction

This study examines the influence of consumer brand experience on their brand satisfaction, brand trust and brand attachment in an African context. Five hypotheses are posited and in order to empirically test them, a sample data set of 151 was collected from Gauteng Province of South Africa. The results indicate that brand experience positively influences brand satisfaction, brand trust and brand attachment in a significant way. Drawing from the studys findings, managerial implications are discussed and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of brand management literature in Africa - a context that is often most neglected by some researchers in developing countries.

scholarly journals How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media

2020 ◽  
Vol 5 (3) ◽  
pp. 188-196
Author(s):  
Sarah Dwi Septyani ◽  
Yeshika Alversia
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Social Self ◽  
Brand Love ◽  
Self Identity ◽  
Functional Benefit ◽  
Inner Self ◽  
Brand Advocacy ◽  
Positive Effect

Objective – One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow consumers to show their “ideal self" (Schau & Gilly, 2003). To identify the relationships between brands and consumers’ self-identity, this study aims to examine the effect of self-expressive brands towards brand love, brand advocacy through word of mouth, and brand advocacy acceptance, in the social media context. Methodology/Technique – The sample in this study is comprised of social media (Facebook) users who have liked, commented and shared social media content related to a particular brand within a 6 month period. A total of 225 valid samples were collected. The data was processed using Structural Equation Modelling (SEM). Findings – The results of this study show that both self-expressive brands (inner self) and self-expressive brands (social self) have a positive effect to brand love. Brand love has a positive effect on brand advocacy through word of mouth and brand advocacy acceptance. The results also show that self-expressive brands (inner self) have a positive effect on brand advocacy acceptance, but it does not have an effect to brand advocacy through word of mouth. On the other hand, self-expressive brands (social self) have a positive effect on brand advocacy through word of mouth, but does not have an effect on brand advocacy acceptance. Type of Paper: Empirical. JEL Classification: M31, M37, M39. Keywords: Brand Advocacy; Word of Mouth; Brand Love; Social Media; Self-expressive Brands. Reference to this paper should be made as follows: Septyani,S.D; Alversia, Y. 2020. How Self-Expressive Brands Influence Brand Love and Brand Advocacy: A Study on Social Media, J. Mgt. Mkt. Review 5(3) 188 – 196. https://doi.org/10.35609/jmmr.2020.5.3(7)

scholarly journals Exploring the Internationalisation of  Chinese Privately-owned Enterprises (POEs)

2021 ◽  
Author(s):  
◽  
Churu Lin
Keyword(s):  
Process Model ◽  
New Ventures ◽  
Theory Development ◽  
Influential Factors ◽  
Future Research ◽  
International New Ventures ◽  
Chinese Firms ◽  
Theoretical Understanding ◽  
Managerial Implications ◽  
Privately Owned

<p>Internationalisation has long been a focus of research among international business scholars. However, there is little knowledge about Chinese firms' internationalisation processes. This study is based on the premise that Chinese firms may have different international behaviours, compared to Western firms, given China's distinctive institutional and cultural environments. To test this argument, this thesis examines Chinese firms' internationalisation rationales, approaches and influential factors. It focuses on small and medium-sized privately-owned enterprises (POEs) that are actively engaged in international operations. Interviews were conducted with decision makers of six POEs from four industries, including the telecommunications networks, electronics, meters, and textiles. These firms were located in Guangdong, Fujian and Zhejiang provinces. The data collected were analysed using within-case and cross-case analysis approaches. Findings were then compared to extant literature, including the Uppsala's internationalisation process model (U-model) and the theory associated with international new ventures (INVs). The findings presented here indicate that the Chinese POEs' internationalisation behaviours are not particularly different from their Western counterparts. Even though neither the U-model nor the INVs framework alone could fully capture the complexities of the Chinese POEs' internationalisation processes, both demonstrate their applicability in different ways. The study develops 15 propositions that should enable researchers to develop a better understanding of Chinese POEs' internationalisation processes. The thesis concludes with a discussion of the implications of these findings for theory development and future research, as well as managerial implications. This case study contributes to a wider theoretical understanding of Chinese POEs' internationalisation behaviours.</p>

scholarly journals A Global Study of COVID-19 Vaccination Intentions: The Role of Personal Experiences and Risk Perceptions

2021 ◽  
Author(s):  
Kaitlyn Akel ◽  
Grace Noppert ◽  
Yogambigai Rajamoorthy ◽  
Yihan Lu ◽  
Awnish Singh ◽  
...  
Keyword(s):  
Family Member ◽  
Risk Perceptions ◽  
Influential Factors ◽  
Cross Sectional ◽  
Logistic Regression Models ◽  
Personal Experiences ◽  
The Us ◽  
Personal Diagnosis ◽  
Vaccine Decision Making ◽  
The Impact

Abstract Background The COVID-19 pandemic presents an opportunity to assess the impact of personal experiences on vaccine decision-making. The aim of this study was to examine the associations between experiences with COVID-19 and intention to vaccinate against COVID-19. Methods We administered 28 repeated cross-sectional, online surveys between June 2020 and June 2021 in the US and Asia. The main exposures were three types of experiences: COVID-19 diagnosis, knowing a friend/family member with COVID-19, and exposures to media containing COVID-19 patients. A series of logistic regression models estimated the association between each experience and acceptance of a hypothetical COVID-19 vaccine. We also explored perceived susceptibility as a potential mediator. Results Intent to vaccinate was lowest in the US and Taiwan, and highest in India, Indonesia, and China. Personal diagnosis with COVID-19 had the greatest impact on intentions to vaccinate across country sites compared to those who experienced a friend or family member diagnosed with COVID-19 or exposures to personal stories reported through media. In India participants that reported a personal diagnosis with COVID-19 had 12.95 times the odds (95% CI: 4.89, 34.28) of accepting a COVID-19 vaccine compared to those with no diagnosis. Higher risk perceptions were associated with higher intention to vaccinate against COVID-19. Conclusions Proximity and seriousness of experiences are influential factors for intention to vaccinate against COVID-19. This study highlights the numerous ways in which pandemic experiences may influence intention to vaccinate against COVID-19 across geographies and cultures, where the course of the pandemic differed.

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