The Mediating Role of Consumer Engagement with the Brand Community and Its Effect on Corporate Reputation

2019 ◽  
Vol 21 (1) ◽  
pp. 45-64 ◽  
Author(s):  
Mateus Ferreira ◽  
Felipe Zambaldi
Keyword(s):  
Corporate Reputation ◽  
Brand Community ◽  
Consumer Engagement ◽  
Mediating Role

Restaurant Employee Service Sabotage and Customer Deviant Behaviors: The Moderating Role of Corporate Reputation

2020 ◽  
Vol 44 (7) ◽  
pp. 1126-1152
Author(s):  
Hsin-Hui Hu “Sunny” Hu ◽  
Hung-Sheng “Herman” Lai ◽  
Brian King
Keyword(s):  
Corporate Reputation ◽  
Relational Quality ◽  
Deviant Behaviors ◽  
Mediating Role ◽  
Service Sabotage ◽  
Using Data ◽  
Hospitality Employee ◽  
The Relationship ◽  
Moderating Role

This article provides a timely exploration of the relationship between hospitality employee service sabotage and customer deviant behaviors in Taiwan. The authors also examine the mediating role of relational quality and the moderating role of corporate reputation. The proposed research framework was tested using data from 226 customers of casual dining restaurants who responded to a questionnaire-based survey that was administered in northern Taiwan. The results indicate that employee service sabotage is positively related to customer deviant behaviors and potentially increases the incidence of the latter. Moreover, the relationship between employee service sabotage and customer deviant behaviors is mediated by relational quality, including satisfaction and commitment. It was found that the relationship between employee service sabotage and customer deviant behaviors is negatively moderated by corporate reputation. Employee service sabotage has less effect on customer deviant behaviors when customers perceive corporate reputation more positively. The study contributes to knowledge by proposing an empirically developed and tested conceptual model that offers an enhanced understanding of the relationship between employee service sabotage and customer deviant behaviors.

Examining the mediating role of social interactivity between customer engagement and brand loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ding Hooi Ting ◽  
Amir Zaib Abbasi ◽  
Sohel Ahmed
Keyword(s):  
Brand Loyalty ◽  
Market Competition ◽  
Decision Makers ◽  
Customer Engagement ◽  
Consumer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Engagement Behavior ◽  
Social Interactivity

PurposeThis study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty.Design/methodology/approachA correlational study design was adopted in this study to collect data (online survey) from 400 online participants active on Facebook pages.FindingsEmpirical results reveal that there is a significant and positive impact of social interactivity on consumer engagement behavior and brand loyalty.Research limitations/implicationsThe findings would help decision makers to make useful decisions in their everyday work practices, which would ultimately increase the market competition of brands.Practical implicationsDecision makers should focus on the entertainment and interactivity levels in advertisement designs that would allow customers to perceive the novelty of advertising.Social implicationsThe results are critical in developing consumers' attitude and perception toward a brand by providing them insights regarding the characteristics of brands.Originality/valueThe participation and social interactivity of consumers on the Facebook page drive consumer engagement behavior and brand loyalty.

scholarly journals Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

2021 ◽  
Vol 12 ◽  
Author(s):  
Yao Cao ◽  
Zhimin Zhou ◽  
Salman Majeed
Keyword(s):  
Positive Impact ◽  
Future Research ◽  
Brand Community ◽  
Brand Relationships ◽  
Mediating Role ◽  
Customer Interaction ◽  
Information Interaction ◽  
Online Brand Community ◽  
Future Research Directions

This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.

scholarly journals Corporate Reputation and Subsequent Financial Performance: A Theoretical Explanation of the Mediating Role of Trust

2019 ◽  
Vol 14 (11) ◽  
pp. 209
Author(s):  
M. M. D. De S. Gunawardena ◽  
R. Senathiraja ◽  
S. Buvanendra
Keyword(s):  
Financial Performance ◽  
Stakeholder Theory ◽  
Corporate Reputation ◽  
Organizational Trust ◽  
Theoretical Explanation ◽  
Scarce Resources ◽  
Mediating Role ◽  
Proposed Model ◽  
The Relationship

Amidst empirical evidence that claim corporate reputation affects subsequent financial performance of firms, the literature does not provide a comprehensive explanation for this relationship. The aim of this article therefore is to provide a theoretical explanation on how corporate reputation affects the subsequent financial performance. The available literature supports that corporate reputation signals trustworthiness of firms, based on which stakeholders make decisions such as to trust a firm and allocate valuable, scarce resources. The resources so allocated would help a firm to achieve its objectives, including targeted financial performance in subsequent years. In order to explain the role of trust in the relationship between corporate reputation and subsequent financial performance, the researchers combine two extensively referred models from the reputation and trust literature, the model of reputation-financial performance dynamics and the proposed model of organizational trust. The signaling theory and the stakeholder theory provide the theoretical explanation for the new model proposed.

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