Can Brand Sponsorship Increase Download Intention for mHealth Apps? The Role of Issue Relevance, Brand Involvement, and Perceived App Quality

2021 ◽  
pp. 1-24
Author(s):  
Jing Yang ◽  
Shaheen Kanthawala ◽  
Eunsin Joo ◽  
Anastasia Kononova
Keyword(s):  
Brand Involvement ◽  
Issue Relevance ◽  
Mhealth Apps

Credibility of a peer endorser and advertising effectiveness

2016 ◽  
Vol 33 (3) ◽  
pp. 182-192 ◽  
Author(s):  
Juha Munnukka ◽  
Outi Uusitalo ◽  
Hanna Toivonen
Keyword(s):  
Design Methodology ◽  
Advertising Effectiveness ◽  
Product Involvement ◽  
Online Questionnaire ◽  
Content Type ◽  
Brand Involvement ◽  
Endorser Credibility ◽  
Shed Light ◽  
Brand Product

Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation of attitudes and endorser credibility is also examined. Design/methodology/approach A quantitative study was conducted among university students. Data were collected using an online questionnaire concerning three advertisements for which identical questionnaires were constructed; 364 responses were generated. Findings The authors show that the credibility of a peer endorser is constructed from trustworthiness, expertise, similarity and attractiveness dimensions that positively affect consumers’ attitude toward an advertisement and a brand. Product involvement affects advertising effectiveness indirectly through the endorser-credibility construct. Finally, the authors show that a consumer’s experience with an advertised product affects the perception of endorser credibility and the effectiveness of the advertisement. Originality/value The findings reveal new insights into the little studied area of peer-endorser effectiveness. The authors shed light on the construction of peer endorser credibility and the relative importance of specific credibility dimensions on the effectiveness of an advertisement. This study also provides information on the direct and indirect effects of consumers’ brand involvement on attitudes toward advertisements.

scholarly journals The Mediating Role of Customer Engagement on Brand Involvement and Emotional Brand Attachment

2021 ◽  
Vol 9 (2) ◽  
pp. 19-40
Author(s):  
Shehla Qaiser ◽  
Muhammad Adnan Bashir ◽  
Muhammad Yasir ◽  
Syed Muhammad Fahim
Keyword(s):  
Customer Engagement ◽  
Brand Attachment ◽  
Mediating Role ◽  
Brand Involvement

The impact of perceived brand interactivity on customer purchases. The mediating role of perceived brand fairness and the moderating role of brand involvement

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt
Keyword(s):  
Process Model ◽  
Positive Impact ◽  
Mediating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Brand Involvement ◽  
Customer Purchases ◽  
The Impact ◽  
Moderating Role

Purpose This study aims to investigate the effect of perceived brand interactivity on customer purchases along with the mediating effect of perceived brand fairness. To increase the explanatory power of the model, this study also examines the moderating role of brand involvement. Design/methodology/approach An online survey was conducted to measure the constructs of interest. The direct, indirect (mediation) and conditional (moderation) effects were evaluated using linear regression, PROCESS Model 4 and PROCESS Model 59, respectively. Further, the Johnson Neyman (also called floodlight analysis) technique was used to probe the interaction terms. Findings The study results indicate that perceived brand interactivity directly and indirectly (via perceived brand fairness) impact customer purchases. The results also reveal that the positive impact of perceived brand interactivity on perceived brand fairness is greater when brand involvement is lower. In the same vein, the positive impact of perceived brand fairness on customer purchases is greater when brand involvement is lower. However, brand involvement does not moderate the impact of perceived brand involvement on customer purchases. Originality/value This study examines the effect of perceived brand interactivity on customer purchases (as a customer engagement behavior) while accounting for the mediating role of perceived brand fairness and the moderating role of brand involvement. The results provide noteworthy theoretical and managerial implications.

scholarly journals CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement

2020 ◽  
Vol 12 (10) ◽  
pp. 4159
Author(s):  
Kyung-Min Kim ◽  
Benjamin Nobi ◽  
Taewan Kim
Keyword(s):  
Resonance Model ◽  
Brand Love ◽  
Mediating Role ◽  
Brand Involvement ◽  
Brand Resonance ◽  
Mediational Role ◽  
Corporate Social ◽  
Customer Attitudes ◽  
The Relationship

This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes—attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers’ attitude towards the brand.

When a brand caught fire: the role of brand equity in product-harm crisis

2014 ◽  
Vol 23 (7) ◽  
pp. 532-542 ◽  
Author(s):  
Brianna Rea ◽  
Yong J. Wang ◽  
Jason Stoner
Keyword(s):  
Brand Equity ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Consumer Attitude ◽  
Negative Consequences ◽  
Content Type ◽  
Consumer Reactions ◽  
Negative Perceptions ◽  
Brand Involvement

Purpose – The purpose of this study is to investigate differences in consumer reactions to high- versus low-equity brands in terms of consumer attitude toward the brand, involvement with the brand, company credibility and consumer purchase intentions. Design/methodology/approach – Experimental procedure is conducted to test three hypotheses using 317 consumer participants. The experiment is carried out comparing a high-equity personal computer (PC) brand and a low-equity PC brand involved in product-harm crisis. Findings – The results indicate that, in the case of product-harm crisis, negative consumer perceptions regardless of brand equity level; less negative perceptions for a high-equity brand than for a low-equity brand; and smaller loss in consumer perceptions for a high-equity brand than for a low-equity brand. Research limitations/implications – The findings highlight the importance of brand equity in crisis management explained by covariation theory of attributions. Practical implications – Although product-harm crisis is inevitable for many firms, continuous investment in brand equity can mitigate the negative consequences. Originality/value – Product-harm crisis can pose serious consequences for firms on both financial and intangible dimensions. Given the occurrence of numerous product-harm crises involving both reputable and less known brands, it is important to consider potential influences of brand equity on consumer reactions to such crisis.

Friendship to Kinship

2020 ◽  
pp. 171-192
Author(s):  
Anbumathi Rajendiran ◽  
Sriram Dorai
Keyword(s):  
Empirical Study ◽  
Mobile Phone ◽  
Mobile Phones ◽  
Survey Design ◽  
Brand Personality ◽  
Brand Engagement ◽  
Literature Reviews ◽  
Brand Involvement ◽  
Brand Evangelism

This chapter explains the effect of brand engagement on brand evangelism in an Indian context. It explores the motives that drive fans in brand engagement that leads to brand evangelism behavior. A nomological model is developed based on literature reviews and authors tested empirically using a survey design for two mobile phone brands. Results of the empirical study reinforces the role of brand engagement as a significant influencer of brand evangelism. Additionally, brand involvement, brand personality and self-brand connect are the constructs elucidating brand engagement, whereas brand interactivity has a direct effect on brand evangelism. Conceptual model tested among users of premium and value brand of mobile phones enlightens that customers of premium brand demonstrate stronger brand engagement and evangelism intent.

Brand involvement in retaining customers despite dissatisfaction

2013 ◽  
Vol 41 (4) ◽  
pp. 643-650 ◽  
Author(s):  
Yih-Chearng Shiue ◽  
Lisa Shih-Hua Li
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Theory And Practice ◽  
Equation Modeling ◽  
Moderating Effects ◽  
Shopping Experience ◽  
Brand Involvement ◽  
Negative Messages

In this study, we investigated the importance of brand involvement in retaining dissatisfied customers. We surveyed 377 customers dissatisfied with their shopping experience on the Lativ shopping website because of its dishonesty, and then analyzed the data using structural equation modeling. The results revealed that brand involvement had moderating effects that improved the possibility of repatronage in the presence of many negative messages. This fits with previous studies in which it was shown that inertia had no influence on customers, and clarifies our understanding of the importance of brand involvement as a buffer that decreases customer exit intentions following organizational failures. Finally, the findings contribute to theory and practice in relation to our investigation of the factors of consumers' intentions reflected in their dissatisfied responses, and the role of brand involvement in repatronage.

The Role of mHealth in Improving Health and Medication Management

2021 ◽  
pp. 32-50
Keyword(s):  
Medication Management ◽  
Healthcare Quality ◽  
Mobile App ◽  
Mobile Technologies ◽  
Efficient Manner ◽  
Health Apps ◽  
Quality And Outcomes ◽  
Short Messaging Services ◽  
Mhealth Apps

Mobile health (mHealth) involves the application of mobile devices and their related technologies in the provision of healthcare. In recent years, mHealth has become one of the most promising fields in improving healthcare quality and outcomes. There were over 325,000 mHealth apps in 2017, and this number is expected to grow tremendously due to continued investments in health apps. With advancements in mobile technologies and connectivity, mobile app developers now have the flexibility to develop and implement various mHealth-based interventions for medication management. Through improved functionalities and integration with electronic medical records, mHealth can potentially enable the provision of macro-, meso-, micro- and patient-level interventions in a more efficient manner. Chapter 2 provides an overview of the various mHealth interventions that have targeted medication management and medication non-adherence throughout the years, such as short-messaging services (SMSes) and smartphone apps. The functionalities that are useful in mHealth apps will also be discussed.

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