The effects of lucky draw sales promotion on brand loyalty in mobile telecommunication industry

Purpose – The purpose of this paper is to empirically examine the relationship between lucky draw sales promotion (LDSP) and the four phases of brand loyalty in the telecommunication industry. Design/methodology/approach – A self-administered structure questionnaire was used to collect primary data from conveniently sampled 338 lucky draw winners in the Ghanaian telecommunication industry. A response rate of 67.1 percent was obtained for data analysis using structural equation modeling approach. Findings – It was found that LDSP positively relate to cognitive brand loyalty, and to behavioral brand loyalty through affective and conative brand loyalty. All hypothesized relationships among the sequential four-stage loyalty were confirmed, except the direct relationship between LDSP and behavioral brand loyalty. Research limitations/implications – The findings are limited to lucky draw winners in the telecommunication industry. Practical implications – Marketers can increase brand loyalty and profit more from their customers through targeted programs with hedonic benefits to build strong commitment level (conative brand loyalty), strong favoritism (affective brand loyalty) and strong beliefs about the superiority (cognitive brand loyalty) of a brand. Originality/value – Theoretically, this study fills the void of empirical studies on non-price sales promotion techniques of lucky draw and customer brand loyalty in the telecommunication sector in developing economy context, and contributes to the body of knowledge in the area of customer brand loyalty and LDSP.

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Understanding B2B customer loyalty in the mobile telecommunication industry: a look at dedication and constraint

Journal of Business and Industrial Marketing ◽

10.1108/jbim-05-2013-0105 ◽

2015 ◽

Vol 30 (2) ◽

pp. 117-128 ◽

Cited By ~ 15

Author(s):

Shuiqing Yang

Keyword(s):

Customer Loyalty ◽

Structural Equation ◽

Equation Modeling ◽

Telecommunication Industry ◽

Mobile Telecommunication ◽

Theoretical Understanding ◽

Dual Nature ◽

Content Type ◽

Constraint Factors ◽

Practical Implications

Purpose – This paper attempts to investigate the simultaneous effects of dedication and constraint factors on business-to-business (B2B) customer loyalty in the context of transforming the mobile telecommunication industry. Maintaining a successful inter-organizational relationship with the key players becomes increasingly critical to the performance and competitiveness of the mobile network operator (MNO) in the mobile telecommunication industry. Design/methodology/approach – A dual customer loyalty model which reflected both dedication-based and constraint-based mechanisms is developed and empirically tested against data collected from 129 content providers (CPs) which currently have business relationships with China Mobile. Findings – The structural equation modeling partial least squares analysis indicates that dedication-based (e.g. customer satisfaction, trust in MNO and MNO’s relationship-specific investments) and constraint-based (e.g. switching costs, dependence on MNO and CP’s asset specificity) mechanisms simultaneously, yet differentially, influence CP’s loyalty toward the MNO. Practical implications – To obtain CP’s loyalty, MNOs should consider both the dedication and constraint factors. In particular, they need to focus more on the constraint-based mechanism, as it exerts stronger influences on CP’s loyalty than the dedication-based mechanism. Originality/value – This research advances our theoretical understanding of the dual nature of customer loyalty behavior in the B2B context and offers practical implications for MNOs to leverage these two contrasting causal drivers.

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Determinants of EVs adoption: a study on green behavior of consumers

Smart and Sustainable Built Environment ◽

10.1108/sasbe-02-2019-0015 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Ajitabh Dash

Keyword(s):

Factor Analysis ◽

Electric Vehicle ◽

Electric Vehicles ◽

Structural Equation ◽

The Body ◽

Primary Data ◽

Equation Modeling ◽

Content Type ◽

Factors Affecting ◽

Adoption Decision

PurposeThis study has a principal objective of exploring and analyzing the factors affecting adoption or acceptance of eco-friendly electric vehicles in India.Design/methodology/approachPrimary data were gathered through a predesigned questionnaire from 355 vehicle owners of Delhi using simple random sampling method. Statistical softwares like SPSS and AMOS were used to analyze the primary data collected for the study. Statistical techniques like exploratory factor analysis, confirmatory factor analysis and structural equation modeling were usesd to infer a meaningful conclusion from the investigation.FindingsThrough this study, a statistically significant relationship between environmental concern, knowledge of EV, subjective norm and attitude toward electric vehicle were investigated. Similarly attitude is responsible for a significant variation in adoption decision.Practical implicationsThe findings of the present study underscore the requirement for marketers to build up a systematic strategy for easier adoption of electric vehicles in India. On account of this, this study developed a model of potential determinants of adoption decision toward EVs in India, based on statistically significant evidences.Originality/valueThis study adds to the body of literature by exploring and testing the factors affecting the adoption of eco-friendly products like electric vehicle that were not emphasized earlier in Indian context and second by growing theoretically consistent operationalization for the marketing of electric vehicles. These upgrades brought about a last model with an unrivaled illustrative power.

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Examining brand loyalty from an attachment theory perspective

Marketing Intelligence & Planning ◽

10.1108/mip-03-2019-0161 ◽

2020 ◽

Vol 38 (4) ◽

pp. 479-494

Author(s):

Henry Boateng ◽

John Paul Kosiba ◽

Diyawu Rahman Adam ◽

Kwame Simpe Ofori ◽

Abednego Feehi Okoe

Keyword(s):

Attachment Theory ◽

Brand Loyalty ◽

Structural Equation ◽

Telecommunication Network ◽

Equation Modeling ◽

Mobile Telecommunication ◽

Brand Attachment ◽

Content Type ◽

Identity Based ◽

Experiential Value

PurposeThis study aimed to ascertain the relationship between experiential value, brand attachment and brand loyalty. The authors employed the attachment theory as the theoretical framework and operationalised attachment as a two-dimensional construct: identity-based and bonding-based. The authors argue that experiential value reinforces customer attachment in these two perspectives of attachment and consequently determine brand loyalty.Design/methodology/approachThe authors used a survey research design and collected data from 500 customers of mobile telecommunication network companies in Ghana. The authors analysed the data collected using the partial least squares approach to structural equation modeling.FindingsThe findings of the study showed that there is a relationship between experiential value, brand attachment (identity-based and bonding-based) and brand loyalty. This study showed how experiential value reinforces each dimension of the attachment theory, and drives brand loyalty.Originality/valueThis study intensifies the application of attachment theory in the marketing literature. It provides insight into how brand loyalty is developed via attachment.

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Event innovation induced corporate branding

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-09-2015-0512 ◽

2017 ◽

Vol 29 (3) ◽

pp. 862-882 ◽

Cited By ~ 9

Author(s):

Fiona X. Yang ◽

Sherry Xiuchang Tan

Keyword(s):

Corporate Branding ◽

Structural Equation ◽

Corporate Image ◽

The Body ◽

Equation Modeling ◽

Future Research ◽

Event Management ◽

Content Type ◽

Body Of Knowledge ◽

Corporate Loyalty

Purpose This paper aims to empirically investigate how event innovation may induce desirable corporate branding. Design/methodology/approach A survey yielded 280 complete responses from tourists who had attended an event in Macau. Structural equation modeling was used to test the innovation-corporate loyalty framework through perceived event value and corporate image, with a multi-group comparison to examine differences between first-time and repeat customers. Findings The results indicate that innovation is not only the key to value enhancement of the event but also an efficacious instrument of branding the parent company and building corporate loyalty; only product-related innovation has a significant impact on event value; both functional and emotional values induce a more favorable corporate image; and event-induced corporate branding is more effective in securing repeat business than attracting new clientele. Practical implications The findings help hospitality operators and event planners to leverage innovative events for corporate branding and cater to different customer segments by providing distinct marketing strategies. Originality/value The study contributes to the body of knowledge regarding event management and corporate branding and sheds light on future research to explore the initiative and benefit of pushing forward event innovation.

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Consumers’ self-congruence with a “Liked” brand

European Journal of Marketing ◽

10.1108/ejm-07-2015-0442 ◽

2017 ◽

Vol 51 (2) ◽

pp. 367-390 ◽

Cited By ~ 35

Author(s):

Elaine Wallace ◽

Isabel Buil ◽

Leslie de Chernatony

Keyword(s):

Social Relations ◽

Brand Loyalty ◽

Structural Equation ◽

Large Scale ◽

Equation Modeling ◽

Future Research ◽

Tie Strength ◽

Brand Love ◽

Content Type ◽

Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

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Place attachment and brand loyalty: the moderating role of customer experience in the restaurant setting

International Hospitality Review ◽

10.1108/ihr-02-2021-0013 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Michael Boadi Nyamekye ◽

Diyawu Rahman Adam ◽

Henry Boateng ◽

John Paul Kosiba

Keyword(s):

Brand Loyalty ◽

Place Attachment ◽

Emotional Response ◽

Structural Equation ◽

Equation Modeling ◽

Content Type ◽

Place Dependence ◽

Identity Based ◽

Moderating Role

PurposeThe purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.Design/methodology/approachThe authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.FindingsThe findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.Originality/valuePlace attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.

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Antecedents of horizontal logistics collaboration in agri-food supply chains

The International Journal of Logistics Management ◽

10.1108/ijlm-09-2020-0362 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Ismail Badraoui ◽

Ivo van der Lans ◽

Youssef Boulaksil ◽

Jack G.A.J. van der Vorst

Keyword(s):

Supply Chains ◽

Food Supply ◽

Structural Equation ◽

The Body ◽

Equation Modeling ◽

Content Type ◽

Operational Conditions ◽

Food Supply Chains ◽

The Impact ◽

The Relationship

PurposeThis study investigates the impact of agri-food supply chains (AFSCs) characteristics on the antecedents of horizontal logistics collaboration (HLC). Specifically, the study compares the relationship between collaboration activities and outcomes for companies in and outside AFSCs.Design/methodology/approachFirst, a survey was used to collect data from different industries. Second, confirmatory factor analysis and structural equation modeling were applied to compare the measurement and structural models from different industry categories.FindingsThe results support the premise that collaboration improves trust and commitment in the relationship, which in turn enhance satisfaction. The results also show the existence of a minor influence of AFSCs characteristics on HLC antecedents, in the form of an indirect impact of dedicated investments on commitment.Practical implicationsThe factors having a significant influence on the collaboration outcomes and their respective effects are generally similar across food and nonfood supply chains, providing opportunities for interdisciplinary and collaboration experiences.Originality/valueThis research contributes to the body of knowledge on interfirm collaboration by considering the specificities of HLC. It also highlights the importance of conducting contingency research on collaborative experiences, as firms from different industry contexts operate under distinct operational conditions.

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Information technologies and seaport operational efficiency

Marine Economics and Management ◽

10.1108/maem-03-2021-0001 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Sandra Adabere ◽

Kwame Owusu Kwateng ◽

Esther Dzidzah ◽

Francis Tetteh Kamewor

Keyword(s):

Structural Equation ◽

Information Technologies ◽

Operational Efficiency ◽

Sub Saharan Africa ◽

Primary Data ◽

Equation Modeling ◽

Content Type ◽

Mediating Role ◽

Sub Saharan ◽

Positive Direct

PurposeThe introduction of information technology (IT) in port operations has been a tremendous contributor to transformation in world trade. This study was carried out to examine the influence of IT on the efficiency of seaport operations.Design/methodology/approachThe study is quantitative in nature, and it relied on a closed-ended self-administered questionnaire to collect primary data. Structural equation modeling (SEM) was used to test the theoretical model and hypothesis.FindingsThe results indicate that IT has a positive direct effect on port operational efficiency (OE) and an indirect effect on port OE through organizational culture (OC). The mediating role of OC is statistically insignificant.Originality/valueThis is among the first few attempts in Sub-Saharan Africa (SSA) that provides researchers with a contemporary view of IT and seaport operations.

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Find me here: share store information through check-in

Journal of Research in Interactive Marketing ◽

10.1108/jrim-03-2021-0062 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Chin-Ching Yin ◽

Yun-Chia Tang ◽

Yi-Ching Hsieh ◽

Hung-Chang Chiu ◽

Shu-Jie Jhu

Keyword(s):

Structural Equation ◽

Sales Promotion ◽

Equation Modeling ◽

Continuance Intention ◽

Self Disclosure ◽

Content Type ◽

Utilitarian Value ◽

Perceived Values ◽

Patronage Intention ◽

Location Based Social Networks

PurposeThis paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.Design/methodology/approachFrom the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.FindingsThe results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.Originality/valueThis study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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