How to develop brand attachment in various product categories?

2017 ◽  
Vol 29 (5) ◽  
pp. 1198-1220 ◽  
Author(s):  
Mitra Shabani Nashtaee ◽  
Kambiz Heidarzadeh Hanzaei ◽  
Yazdan Mansourian
Keyword(s):  
Structural Equation ◽  
Experimental Studies ◽  
Sales Promotion ◽  
Equation Modeling ◽  
Construal Level ◽  
Valuable Insight ◽  
Brand Attachment ◽  
Content Type ◽  
Product Categories ◽  
Argument Strength

Purpose The purpose of this paper is to identify the best interactions between sales promotion and advertisement plans as the resources of the brand attachment and its consequences in durable and fast-moving consumer goods. Design/methodology/approach The mixed methods research in the form of qualitative approach, using a phenomenological method and quantitative approach, using three experimental studies of factorial design types and a structural equation modeling method, have been used in this research. Findings The fit of plans to achieve the brand attachment is similar in both product categories. The financial gift, with the ability of liquidity and variety of shopping, fits with the advertisement messages at a high construal level and high argument strength. However, the financial gift, with the ability of purchase from particular stores, fits with the advertisement messages at the low construal level and high argument strength. Moreover, in both product categories, the brand attachment leads to the emotional and cognitive consequences. Originality/value This research provides experimental support with actual experiences to create a fit in marketing communication plans in order to achieve a lasting and strong relationship. Therefore, this paper offers a valuable insight relating to financial gifts and advertisement messages and their effects on consumers’ behavior. It can also be used by other managers and researchers to assess their communication options.

Find me here: share store information through check-in

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.

scholarly journals Sharing is entertaining: the impact of consumer values on video sharing and brand equity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gustavo Quiroga Souki ◽  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Social Value ◽  
Equation Modeling ◽  
Interactive Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
Video Sharing ◽  
Entertainment Value ◽  
The Impact

PurposeThe study aims to ascertain the impacts of entertainment, social and functional values on the likelihood of sharing commercial videos online and verify whether consumers' likelihood to share videos impacts brand attachment and brand equity.Design/methodology/approachA survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand attachment and brand equity. The structural equation modeling (SEM) tested the survey´s hypothetical model.FindingsThe entertainment value and the social value had positive impacts on the likelihood to share commercial videos online. Moreover, the likelihood to share videos positively impacted brand attachment and brand equity. Finally, brand attachment had a positive effect on brand equity.Practical implicationsEntertainment and social values affect the likelihood to share commercial videos, stimulating consumer engagement with brands through interactive marketing on SNSs. Therefore, companies should produce fun videos that add social value to consumers to go viral, positively influencing brands. Finally, another contribution is the impact of video sharing on brand attachment. Previous studies have contemplated only the opposite relationship between these constructs.Originality/valueThis research adds value to interactive marketing by investigating consumers' behaviors, their interactivity in social networking sites (SNSs) and the impacts on brands. It is the only study that simultaneously contemplates the effects of entertainment, social and functional values on the likelihood to share commercial videos online and demonstrates its impact on brand attachment and brand equity.

Urban housing: a study on housing environment, residents’ satisfaction and happiness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pankaj Kumar ◽  
Parveen Kumar ◽  
Ramesh Kumar Garg ◽  
Rakesh Garg
Keyword(s):  
Structural Equation ◽  
Sampling Technique ◽  
Urban Housing ◽  
Equation Modeling ◽  
Valuable Insight ◽  
Social Infrastructure ◽  
Content Type ◽  
Housing Environment ◽  
Maintenance Service ◽  
Housing Estates

Purpose This study examines the effect of housing environment on residents’ satisfaction and happiness using the data collected from selected residents of Gurugram, an urban locality in India. Design/methodology/approach Using the convenience-cum-judgmental sampling technique, data was collected from 321 residents of 17 gated private housing estates and tested by performing factor analysis and partial least squares – structural equation modeling. Findings The results revealed that maintenance service at housing estates significantly influences residents’ satisfaction followed by social infrastructure, dwelling attributes and residential amenities, whereas the accessibility aspect has no significant impact on residents’ satisfaction and happiness. Results also show a significant impact of social infrastructure on residents’ happiness, and most notably, residents’ satisfaction has a significant influence on their happiness. Research limitations/implications The findings of this study are likely to provide valuable insight into housing stakeholders (government officials; real estate developers; property and construction professionals, i.e. planners, architects and maintenance managers) to improve the attributes in urban housing setting and neighborhood facilities to upsurge the residents’ satisfaction and happiness level toward the housing estates and townships, which leads to quality and happiness in residents’ life. Originality/value According to the authors’ knowledge, the present study is the first to provide an inclusive way toward showcasing the key antecedents of residents’ satisfaction and happiness in the Indian urban housing context. Authors anticipate that future researchers will find present research as a valuable contribution to the residents’ satisfaction and happiness in urban housing planning and revitalization of urban locations.

An examination of innovative consumers’ playfulness on their pre-ordering behavior

2017 ◽  
Vol 34 (3) ◽  
pp. 226-240 ◽  
Author(s):  
Kyung-Ah Byun ◽  
Mayukh Dass ◽  
Piyush Kumar ◽  
Junghwan Kim
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Experimental Studies ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Information Cues ◽  
Early Adoption ◽  
Congruity Theory

Purpose The purpose of this paper is to examine the role of playfulness on innovative consumers’ pre-order behavior for new products. Design/methodology/approach Drawing upon self-congruity theory and early adoption literature, the effects of playfulness and innovativeness on pre-order behavior and the role of self-congruity are tested using four experimental studies that are analyzed using generalized linear model (GLM) and structural equation modeling. Findings Results indicate that playfulness amplifies the advance-purchasing propensity, especially when the pre-launch information cues come from a credible source. Originality/value This paper refines playfulness measurement scales and proposes how both enjoyment- and creativity-based playfulness amplify the purchase intention among innovative consumers. The results assist product managers in developing advanced marketing plans before a new product is launched.

scholarly journals Evaluating the impact of psychological entitlement on cyberloafing: the mediating role of perceived organizational justice

2020 ◽  
Vol 17 (1/2) ◽  
pp. 137-152
Author(s):  
Arefeh Rahaei ◽  
Reza Salehzadeh
Keyword(s):  
Organizational Justice ◽  
Structural Equation ◽  
Equation Modeling ◽  
Valuable Insight ◽  
Cross Sectional ◽  
Content Type ◽  
Mediating Role ◽  
Psychological Entitlement ◽  
Questionnaire Method ◽  
The Impact

Purpose The purpose of this study is to evaluate the impact of psychological entitlement and perceived organizational justice on cyberloafing. Design/methodology/approach In this study, a cross-sectional research design based on a questionnaire method was used to collect the required data from a sample of 226 employees working at selected universities in the city of Isfahan, Iran. To test the research hypotheses, structural equation modeling was used. Findings According to the findings, psychological entitlement could have a significant impact on perceived organizational justice and consequently perceived organizational justice could significantly influence cyberloafing. Moreover, psychological entitlement could significantly influence cyberloafing and finally, psychological entitlement could have a significant effect on cyberloafing through perceived organizational justice. Originality/value This research provides valuable insight for studying the relationship among psychological entitlement, perceived organizational justice and cyberloafing.

Grocery shopping, a one man job? Understanding the single shopper

2016 ◽  
Vol 33 (7) ◽  
pp. 574-584 ◽  
Author(s):  
Ayesha Tariq ◽  
Giles D’Souza ◽  
Arthur W. Allaway
Keyword(s):  
Structural Equation ◽  
Budget Allocation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Grocery Shopping ◽  
Single Male ◽  
Content Type ◽  
Product Categories ◽  
Grocery Products ◽  
The Relationship

Purpose Single males and females are an under-studied segment of grocery shoppers. This study aims to compare the shopping habits of single males with single females and couples. Design/methodology/approach Structural equation modeling is used to analyze purchase history data for testing the effect of household type on shopping trip metrics and budget allocation to product categories. Findings Although single male shoppers differ on some trip metrics from females, differences are more pronounced between single shoppers, male or female, and couples. The study also confirms the mediating effect of trip metrics on the relationship between demographics and allocation of budget to grocery product categories. Originality/value The study contributes to the literature by identifying the differences and similarities between shopping behaviors of single males, single females and couples, developing an understanding of their budget allocation decisions to different product categories and testing and confirming that trip characteristics mediate the relationship between demographics and budget allocated to grocery products.

Functional, organic or conventional? Food choices of health conscious and skeptical consumers

2017 ◽  
Vol 12 (2) ◽  
pp. 139-152 ◽  
Author(s):  
Justina Gineikiene ◽  
Justina Kiudyte ◽  
Mindaugas Degutis
Keyword(s):  
Functional Food ◽  
Structural Equation ◽  
Food Choices ◽  
Health Claims ◽  
Equation Modeling ◽  
Partial Explanation ◽  
Content Type ◽  
Product Categories ◽  
Health Consciousness ◽  
Willingness To Buy

Purpose The purpose of this paper is to explore how health consciousness and skepticism toward health claims are related to perceived healthiness and willingness to buy functional food (i.e. functional yogurt) compared to conventional and organic (bio) food. Design/methodology/approach A survey of 295 consumers was conducted in Lithuania. Data were analyzed using structural equation modeling. Findings Research findings indicate that health conscious consumers tend to discount messages about the health value of functional food and show preferences for organic food. In contrast, skepticism toward health claims has a higher negative homogenous impact on the perceived healthiness of functional, organic and conventional products compared to health consciousness. On the other hand, skepticism toward health claims does not directly reduce consumers’ willingness to buy functional, organic and conventional products. Research limitations/implications Testing other settings, product categories, additional constructs and understanding underlying processes using an experimental design may help to gain more insights into how health conscious and skeptical consumers make food choices. Practical implications An examination of health consciousness and skepticism toward health claims can provide at least a partial explanation as to why many functional food products fail to gain consumer confidence. Originality/value Based on the reactance theory, the study sheds some light on the understanding of how different psychosocial factors are related to consumer attitudes toward functional, organic and conventional food.

Effect of achievement-related gamification on brand attachment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Congcong Yang ◽  
Pianpian Yang ◽  
Yuanyue Feng
Keyword(s):  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Self Construal ◽  
Interdependent Self ◽  
Construal Levels

PurposeThis research draws on self-determination theory and self-construal theory to investigate the effects of achievement-related gamification features on customers' brand attachment in online brand communities.Design/methodology/approachSurvey data (N = 523) were collected from customers of typical gamified online brand communities. The research model was examined with structural equation modeling using SmartPLS 3.2.FindingsAchievement-related gamification features positively affect customers' brand attachment via the intrinsic motives of autonomy, competence and relatedness, but not extrinsic motives. Relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, interdependent self-construal positively moderates the effects of achievement-related gamification features on intrinsic (autonomy, competence and relatedness) and extrinsic motives.Originality/valueTheoretically, this study contributes to the brand marketing literature by identifying gamification as a new antecedent for brand attachment. It also contributes to the gamification literature by demonstrating that achievement-related gamification features strengthen brand attachment via intrinsic motives but not extrinsic motives in the specific context of the online brand community. Meanwhile, the relatedness motive exerts the strongest mediating effect between achievement-related gamification features and brand attachment, followed by competence and autonomy. Moreover, this research provides the first empirical evidence that interdependent self-construal moderates the effects of achievement-related gamification features on intrinsic and extrinsic motives. Practically, managers can learn from the results that achievement-related gamification features should be designed to foster customers' intrinsic motives and brand attachment, especially those high in interdependent self-construal levels.

Repurchase intention in the Chinese e-marketplace

2016 ◽  
Vol 116 (8) ◽  
pp. 1759-1778 ◽  
Author(s):  
Haijun Bao ◽  
Boying Li ◽  
Jiaying Shen ◽  
Fangfang Hou
Keyword(s):  
Structural Equation ◽  
Computer Mediated Communication ◽  
Feedback System ◽  
Business Strategies ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Mediated Communication ◽  
Content Type ◽  
Product Categories ◽  
Online Marketplace

Purpose Retaining customers is very important for the survival of e-commerce sellers. The purpose of this paper is to investigate the roles of computer-mediated communication (CMC) tools, interactivity, trust and perceived effectiveness of e-commerce institutional mechanisms (PEEIM) in influencing customer’s repurchase intention in the Chinese online e-commerce marketplace. Design/methodology/approach The research model is empirically tested using survey data analyzed with partial least squares structural equation modeling. Findings This study confirms the positive relation between customer satisfaction and trust in the seller, which further contributes to repurchase intention. Results also support the positive influences of effective use of an instant messenger and feedback system on customer perceived interactivity, which helps enhance trust in the seller. PEEIM demonstrates interesting results regarding its moderating effects. Research limitations/implications In the future, researchers can extend the study to other e-commerce platforms and take trust transfer effects and product categories into consideration. Practical implications This study highlights the importance to manage trust, PEEIM, interactivity and CMC tools in e-commerce platforms, assisting practitioners to develop appropriate business strategies and processes to retain customers. Originality/value This study extends previous investigations by integrating trust and PEEIM with interactivity and testing the model in the context of the Chinese online marketplace.

Workplace spirituality: empirical evidence revisited

2018 ◽  
Vol 41 (7) ◽  
pp. 789-821 ◽  
Author(s):  
Anselmo Ferreira Vasconcelos
Keyword(s):  
Structural Equation ◽  
Research Output ◽  
Pearson Correlation ◽  
Empirical Studies ◽  
Experimental Studies ◽  
Workplace Spirituality ◽  
Equation Modeling ◽  
Scientific Publications ◽  
Content Type ◽  
Positive Effects

PurposeThe purpose of this paper is to examine the current outcomes of the empirical research on workplace spirituality (WS) theory, that is, it provides an updated review about the knowledge of this managerial domain, as well as its limitations, problems and opportunities.Design/methodology/approachThis study has searched for empirical articles of WS in the websites of relevant scientific publications such as Emerald, Sage, Taylor & Francis, as well as Google Academic, ProQuest and EBSCO. It has analyzed 882 published works, including books and book chapters. Overall, it has gathered 78 useful empirical studies.FindingsAlthough WS theory is strongly linked to management studies, the research output has been published by a set of outlets from different domains. As a consequence, WS has made inroads through an interdisciplinary view. Findings indicated that quantitative method was the most preferred alternative by WS researchers, whereas qualitative and mixed-methods were less used. Data revealed the shortage of experimental studies in this area. As expected, the USA has been the most studied country in terms of the WS theory. Factor analysis is the most commonly utilized statistical technique followed by regression analysis. Data also suggested that Pearson correlation and structural equation modeling continue to be valuable statistic techniques for researchers in this area of knowledge. At last, the content analysis has identified five themes: positive effects, experiences/perceptions, uncertainties, measures and outcomes.Originality/valueUnlike previous work, this study focuses exclusively on research output over a 16-year period (2000-2015). In doing so, it contributes to theory development by addressing the preferences of research designs, data collection methods, statistical techniques, countries surveyed, top journals of this field and major themes of research.

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