The incorporation of Mainland Chinese tourists' experiences into the Taiwan hotel branding process

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kuo-Ning Liu ◽  
Clark Hu
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Performance ◽  
Content Type ◽  
Mainland Chinese ◽  
Chinese Tourists ◽  
Hotel Branding

PurposeThe purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance in Taiwan upscale hotels, focusing on mainland Chinese tourists.Design/methodology/approachThe structural equation modeling (SEM) analysis was used to conduct questionnaire analysis. This study examined data collected from Chinese tourists who stayed at Taiwan upscale hotels.FindingsThe brand experience of an upscale hotel brand can affect its brand image, product attributes, brand loyalty and customer satisfaction. By investigating the moderating effect of brand experience, the study revealed the brand image perceptions of hotel guests with a positive brand experience to significantly influence non-financial brand performance. The product attribute perceptions of hotel guests with a more positive brand experience were also found to have a more significant effect on nonfinancial brand performance.Originality/valueIn the highly competitive hotel industry, the application of brand experience to marketing practice has drawn much industry attention. There is a strong possibility that upscale hotel companies will eventually find value in adopting the measurement instruments and suggestions presented here to assess and guide their marketing practices.

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

Effects of consumer sensory perception on brand performance

2018 ◽  
Vol 35 (6) ◽  
pp. 565-576 ◽  
Author(s):  
Janina Haase ◽  
Klaus-Peter Wiedmann ◽  
Franziska Labenz
Keyword(s):  
Structural Equation ◽  
Structural Model ◽  
Sensory Perception ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Performance ◽  
Content Type ◽  
Consumer Responses ◽  
Sensory Marketing ◽  
Implicit Perception

Purpose Sensory perception is an important factor to understand and effectively appeal to consumers. As consumers process information consciously and subconsciously, both perception levels (explicit and implicit) are essential to investigate. This paper aims to analyze the effects of explicit and implicit sensory perception on brand experience and brand-related performance indicators and then investigate the correlations between the senses and experience dimensions. Design/methodology/approach The authors conducted a field experiment in a coffee house. For data collection, the authors used a questionnaire for explicit measures and a response latency measurement for implicit measures. For data analysis, structural equation modeling and a correlation analysis were conducted. Findings The results reveal positive relationships between explicit and implicit sensory perception, brand experience and brand performance in the context of gastronomy. Furthermore, implicit perception acts through explicit perception, and brand experience plays a major role as a mediator between sensory perception and consumer responses. Moreover, visual and haptic perception reveal the highest weights in the structural model and the strongest correlations with the experience dimensions. Originality/value This paper contributes to consumer research by providing empirical evidence for the importance of both the explicit and implicit sensory perception to effectively appeal to consumers. The results give valuable insights on the effectiveness of sensory marketing in generating memorable brand experiences and positive brand performance. Furthermore, the findings provide new knowledge on which senses (explicit and implicit) are related to different types of experiences.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Credibility of online reviews and its impact on brand image

2018 ◽  
Vol 41 (1) ◽  
pp. 148-164 ◽  
Author(s):  
Uttam Chakraborty ◽  
Savita Bhat
Keyword(s):  
Attitude Change ◽  
Attribution Theory ◽  
Structural Equation ◽  
Brand Image ◽  
Oral Communication ◽  
Online Reviews ◽  
Consumer Electronics ◽  
Equation Modeling ◽  
Content Type ◽  
Novel Approach

Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.

The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

2021 ◽  
Vol 9 (2) ◽  
pp. 41-59
Author(s):  
Ngatno Ngatno ◽  
Endang P Apriatni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Strong Relationship ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Brand Experience ◽  
User Group ◽  
The Status ◽  
The Relationship ◽  
Brand Satisfaction

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

Workplace bullying and turnover intentions of nurses: the multi-theoretic perspective of underlying mechanisms in higher-order moderated-serial-mediation model

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Faqir Sajjad Ul Hassan ◽  
Malik Ikramullah ◽  
Muhammad Zahid Iqbal
Keyword(s):  
Psychological Contract ◽  
Structural Equation ◽  
Workplace Bullying ◽  
Turnover Intentions ◽  
Theoretical Perspective ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
District Hospitals ◽  
Serial Mediation

PurposeThis study examines the relationship between workplace bullying (WPB) and the turnover intentions (TIs) of nurses, both directly and indirectly, i.e. through serial mediation of psychological contract violation (PCV) and poor employee wellbeing (EWB). And that with the moderating effect of servant leadership (SL) on its final path to TIs of nurses.Design/methodology/approachA total of 285 nurses voluntarily participated in the survey through convenient sampling from 13 different district hospitals. The authors performed partial least squares structural equation modeling (PLS-SEM) to test the study's measurement and structural models.FindingsOverall, results indicated 62% prevalence rate of WPB and TIs of nurses had 67% variance explained by the exogenous factors. Workplace bullying was found to have direct as well as indirect relationship with TIs of nurses. For the latter, PCV and poor EWB were found to have partially mediated, both singly and serially. The moderating effect of SL on the serial mediation pathway was negative and significant.Originality/valueDrawing on a tripartite theoretical perspective, this study illuminates the mechanism underlying WPB-TIs relationship with an advanced multivariate statistical technique in the nursing work setting in a developing country.

Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luís Daniel Martillo Jeremías ◽  
Ana Isabel Polo Peña
Keyword(s):  
Financial Institutions ◽  
Brand Equity ◽  
Low Income ◽  
Financial Literacy ◽  
Structural Equation ◽  
Banking Sector ◽  
Retail Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type

PurposeThe present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.Design/methodology/approachA quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.FindingsThe results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.Social implicationsThe bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.Originality/valueThe findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

Capturing customer’s store loyalty through relationship benefits: Moderating effect of retail innovation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nisar Ahmed Channa ◽  
Maqsood Hussain Bhutto ◽  
Musaira Bhutto ◽  
Niaz Ahmed Bhutto ◽  
Beenish Tariq
Keyword(s):  
Structural Equation ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Special Treatment ◽  
Consumer Loyalty ◽  
Content Type ◽  
Treatment Benefits ◽  
Relationship Benefits ◽  
The Impact ◽  
Retail Establishments

Purpose Research suggests that innovation plays a key role in creating a competitive edge and business survival in highly competitive industries like retail. Despite the importance of innovation in retail establishments, very limited efforts have been made so far to study how innovation influences consumer behavior in retail establishments. This paper aims to identify the impact of relationship benefits (i.e. confidence, social and special treatment benefits) on consumer’s loyalty with the retail store and examine the moderating effect of retailer innovation in these relationships. Design/methodology/approach To conduct this study, a sample comprised of 400 consumers of four retail sectors (i.e. household, electronics, textile and food) was chosen. The data were analyzed through partial least squares structural equation modeling (PLS-SEM) technique. Findings The findings of this research suggest a significant positive influence of confidence and special treatment benefits on consumer loyalty and that retail innovation moderates the link between relationship benefits and consumer loyalty. Originality/value This research contributes to the existing literature in the domain of retail customer loyalty by empirically testing the under-studied phenomenon of retail innovation with the help of contingency theory.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

Overwork and overtime on turnover intention in non-luxury hotels: Do incentives matter?

2020 ◽  
Vol 3 (4) ◽  
pp. 397-414 ◽  
Author(s):  
Kim-Lim Tan ◽  
Pei-Lin Sim ◽  
Fu-Quan Goh ◽  
Choi-Meng Leong ◽  
Hiram Ting
Keyword(s):  
Turnover Intention ◽  
Latent Variable ◽  
Structural Equation ◽  
Emerging Market ◽  
Sampling Technique ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Luxury Hotels ◽  
Job Strains

PurposeGiven the intense competition in the hotel industry, this study investigates the effect of overwork (OW) and overtime (OT) on turnover intention (TI) as well as the moderating effect of incentives in the context of non-luxury hotels in an emerging market.Design/methodology/approachUsing a purposive sampling technique, a total of 271 front-line employees who are currently working in non-luxury hotels in Sarawak responded to the study. Partial least squares structural equation modeling (PLS-SEM) was used to perform latent variable and moderation analyses.FindingsThe findings show that both OW and OT have a direct impact on TI. Contrary to the past studies, incentives do not exert any moderating effect on the relationship between OW, OT and TI among the employees working at non-luxury hotels.Originality/valueThis is one of the first studies to explore the effect of incentives between OW and working OT on TI in the context of the non-luxury hotels in an emerging market and show why incentives might not work. It further advances the understanding of the JD-R theory, demonstrating the necessity for organizations to provide matching resources to address job strains.

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