On consumers’ use, brand preference and equity of sports nutrition products

2019 ◽  
Vol 122 (2) ◽  
pp. 635-654
Author(s):  
Joshua Wesana ◽  
Joachim J. Schouteten ◽  
Evi Van Acker ◽  
Xavier Gellynck ◽  
Hans De Steur
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Sport Participation ◽  
Well Being ◽  
Sports Nutrition ◽  
Brand Awareness ◽  
Brand Preference ◽  
Content Type ◽  
Brand Quality ◽  
The Impact

Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereby, a three-dimensional consumer-based brand equity (CBBE) model was applied. Findings Both the socio-demographic (gender, age, education and employment status) and sport profile (frequency, context, reasons and sports nutrition advice) had a significant influence on respondents’ likelihood to use sports nutrition products. For brand preference, the effect of sport and socio-demographic profile was only partially confirmed, with advice and frequency of sport participation being most influential. Furthermore, users’ brand equity was shown to be positively affected by brand quality and brand loyalty, while the impact of brand awareness/associations was not significant for all brands. Research limitations/implications Insights in the role of the sport and socio-demographic profiles contribute to the understanding of general and brand-specific sports nutrition use. The insignificance of brand awareness/associations for Brand A points to the notion of other implicit factors that possibly mask or transform the effect of brand awareness, yet do not influence brand quality and loyalty. Future theory development could integrate the CBBE model with other explanatory determinants related to consumer (health) behavior theories, or consumer perceptions on marketing efforts, while brand equity measurement could be extended with financial measures. Practical implications Variations in the impact of brand equity dimensions further lend support for the diversification of marketing strategies in the sports nutrition sector. Originality/value This study is one of the first to examine the customer market of sports nutrition products and brands.

scholarly journals Dual pillars of hotel restaurant food quality satisfaction and brand loyalty

2017 ◽  
Vol 119 (12) ◽  
pp. 2597-2609 ◽  
Author(s):  
Hassan Bihamta ◽  
Sreenivasan Jayashree ◽  
Sajad Rezaei ◽  
Fevzi Okumus ◽  
Roya Rahimi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Food Quality ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Awareness ◽  
Physical Quality ◽  
Content Type ◽  
Brand Quality ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of service quality (physical quality and staff behaviour) and brand equity (brand quality, brand awareness and brand image) on hotel restaurant food quality satisfaction and brand loyalty among international and local travellers in Malaysia. Design/methodology/approach A total of 354 valid questionnaires were collected to assess the measurement and structural model for reflective latent constructs using the two steps of covariance-based structural equation modelling. Findings The research findings suggest that while travellers’ nationality moderates the path between physical quality, staff behaviour and brand image on food quality satisfaction, it does not moderate the relationship between brand quality and brand awareness on food quality satisfaction. This finding further suggests that towards enhancing service quality and brand equity on food quality satisfaction and brand loyalty, managers should understand the important distinctions between international and local travellers. Originality/value Previous studies have mostly examined the impact of brand equity and service quality towards tourist satisfaction and very few studies have examined the impact of restaurant service quality and brand equity on consumer satisfaction and brand loyalty specifically among international and local travellers. This is one of the first few studies providing empirical evidence and discussions in this area.

Mobile internet and consumer happiness: the role of risk

2018 ◽  
Vol 28 (3) ◽  
pp. 785-803 ◽  
Author(s):  
Ge Zhan ◽  
Zhimin Zhou
Keyword(s):  
Risk Factors ◽  
Online Survey ◽  
Well Being ◽  
Mobile Internet ◽  
Moderating Effects ◽  
Content Type ◽  
Frequency Of Use ◽  
The Impact ◽  
Or Applications

Purpose The purpose of this paper is to investigate the influence of mobile internet (MI) use and risk factors on MI happiness. Design/methodology/approach An online survey with 521 MI users was conducted to test the direct and moderating effects of risk factors on MI happiness. Findings The results provide evidence that there is a non-linear relationship between variety of use and MI happiness, and consumers become happier with increased frequency of use. The results also indicate that the privacy risk and task risk reduce MI happiness, and both types of risks moderate the inverted U-shaped relationship between variety of use and MI happiness. Research limitations/implications This study reconciles two opposing theories, stimulation vs displacement, on the impact of internet use on consumer well-being. The findings suggest that the stimulation effect of MI use is associated with an intermediate level of usage variety, while social displacement is more likely connected with higher- or lower-variety of use. Risk plays an important role in exploring the boundary conditions of both theories. The findings also have important implications to the debate over the role of privacy in consumer adoption of internet services or applications. Originality/value This study reconciles two opposing theories, stimulation vs displacement, on consumer happiness by elaborating the role of risk associated with MI use.

Send-for-review decisions, brand equity, and pricing

2016 ◽  
Vol 50 (1/2) ◽  
pp. 145-165 ◽  
Author(s):  
Chun Qiu ◽  
Peter Popkowski Leszczyc
Keyword(s):  
Brand Equity ◽  
Voluntary Disclosure ◽  
Brand Names ◽  
Third Party ◽  
Digital Cameras ◽  
Content Type ◽  
Brand Quality ◽  
Managerial Implications ◽  
Using Data ◽  
The Impact

Purpose – The purpose of this paper is to study firms’ decisions of voluntary disclosure of high product quality by sending their products to intermediaries for review, and how the nature of the reviews subsequently substitutes the brand names in terms of affecting the price of the product. Design/methodology/approach – Using data on camcorders and point & shoot digital cameras collected from multiple intermediary sources, this paper empirically tests the relationships among brand equity, send for review decisions, the nature of reviews and pricing, controlling for endogeneity. Findings – This paper finds that firms are likely to send their high-quality products to the intermediaries for review, but such likelihood varies across different brands. Relatively weak brands are more likely to send their products for review than relatively strong brands. By doing so, weak brands receive two benefits: first, intermediary reviews help eliminate price differentials between weak brands and strong brands. The more positive is the review, the higher is the price. When intermediary reviews are not obtained, some strong brands effectively charge a price premium over weak brands. Second, intermediary reviews subsequently attract more consumer word of mouth (WOM). The more positive is the review, the more consumer WOM is attracted. Researchlimitations/implications – One limitation is that this paper does not account for the influence of intra-brand competition. The second limitation is related to the assumption that intermediary reviews are accurate. Practicalimplications – This paper offers managerial implications to brand managers concerning send-for-review and pricing decisions. It proposes how managers leverage third-party endorsement in launching a new product. Originality/value – This paper is one of the few papers empirically studying the interaction of two communication approaches: disclosure and brand signaling. It modifies the commonly assumed relationships among brand, quality and price by demonstrating the substitute effect of intermediary reviews and brand names on price. This paper is also the first research that empirically examines the impact of firms’ “send-for-review” decisions on generating consumer WOM. Managerially, this paper substantiates Godes et al.’s (2005) framework on how firms should manage social interactions upon the release of new products.

Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience

2019 ◽  
Vol 36 (3) ◽  
pp. 464-482 ◽  
Author(s):  
Fatma Abdellah-Kilani ◽  
Rihab Zorai
Keyword(s):  
Linear Regression Analysis ◽  
Product Category ◽  
Brand Awareness ◽  
Recall Accuracy ◽  
Content Type ◽  
Task Knowledge ◽  
Foreign Companies ◽  
Brand Quality ◽  
Foreign Brands ◽  
The Impact

Purpose The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the origins of brands they are aware of. It measures consumers’ brand awareness and brand origin (BO) awareness for a given product category. Design/methodology/approach Based on the accessibility–diagnosticity model and the limitations of the brand origin recognition accuracy concept, the authors propose and test the BORECA concept focusing on one product category (apparel) in an emerging country context, i.e. Tunisia (Mena). A sample of 374 respondents were surveyed on country-of-origin (COO)-category awareness, brand awareness, BO awareness and foreign vs local brand quality evaluation. Descriptive statistics, correlation indices, MANOVA and linear regression analysis were used in data analysis. Findings Results show a substantial BORECA score, i.e. highly accurate awareness of the origins of the recalled brands, affected by respondents’ age, gender and education level. The average BORECA score for local brands is higher than for foreign brands. The local BORECA score seems to positively correlate to respondents’ evaluation of local brand quality and negatively to foreign (dominant COO category) brands. Research limitations/implications Based on an aided recall task rather than simple recognition, BORECA provides a deeper assessment of brand awareness and BO awareness. The pressure induced by the task (knowledge test + retrieval effort) may cause anxiety bias that inhibits the recall of other brands and BOs. Practical implications Nationalistic and ethnocentric tendencies emerging in the findings point to some branding strategies for both local and foreign companies. Originality/value The paper provides a good indication of BO salience in an emerging economy. It seeks to explain the impact of the BORECA score for local brands on the perceived quality of both local and foreign brands.

The immediate effect of corporate social responsibility on consumer-based brand equity

2019 ◽  
Vol 28 (7) ◽  
pp. 864-879 ◽  
Author(s):  
Fernanda Muniz ◽  
Francisco Guzmán ◽  
Audhesh K. Paswan ◽  
Heather J. Crawford
Keyword(s):  
Corporate Social Responsibility ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Consumer Perception ◽  
Brand Awareness ◽  
Socially Responsible ◽  
Content Type ◽  
Brand Building ◽  
Brand Quality ◽  
Corporate Social

Purpose In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand equity. Thus, from a brand building perspective, this paper aims to investigate the immediate effect that brand CSR communications have on the change in brand awareness, perceived quality and loyalty, to provide a deeper understanding of how each dimension affects the overall change in brand equity. Design/methodology/approach With evidence from an experiment conducted in three different countries (Australia, United States and Spain), based on an actual brand CSR program, this paper explores the different immediate effects of change in brand awareness, perceived brand quality and brand loyalty, after the exposure to a CSR message, on the overall immediate change in value that consumers give to a brand. Furthermore, it examines the role of brand-cause fit and the influence that differences in cultural, economic and political environments have on this effect. Findings The change in brand loyalty due to CSR communication is the key dimension driving the immediate positive change in overall brand equity. In addition, change in brand awareness has an inverted U-shape relationship with change in overall brand equity, whereas the change in perceived brand quality does not have an influence. Finally, the results indicate that this immediate effect holds regardless of the level of brand-cause fit, but is greater in countries where firms are expected to participate and CSR reporting is not mandatory, making such practices be seen as voluntary. Practical implications The findings of this study offer research implications for academics, and practical considerations for brand managers, interested in how to rapidly generate changes in consumer perception by leveraging CSR activities for brand building in global settings. Specifically, it indicates that when the aim is to quickly build brand equity, the goal of communicating CSR activities must be to increase the level of attachment that consumers have to the brand since loyalty is the main driver of the immediate change in overall brand equity. Originality/value Although many scholars have demonstrated the impact of CSR on various consumer behavior outcomes (e.g., brand attitude, purchase intention, loyalty), from a brand build perspective the implications of the immediate effect of a brand communication of CSR practices on consumer-based brand equity remain less clear. This study addresses this gap to gain a deeper understanding of how to rapidly generate changes in consumer perception to build strong brands while leveraging CSR practices.

A survey of complex trauma in families who have children and adults who have a learning disability and/or autism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Peter Baker ◽  
Vivien Cooper ◽  
Winnie Tsang ◽  
Isabelle Garnett ◽  
Noelle Blackman
Keyword(s):  
Learning Disability ◽  
Psychological Health ◽  
Online Survey ◽  
Mental Health Problems ◽  
Traumatic Events ◽  
Well Being ◽  
Potential Contribution ◽  
Content Type ◽  
Wide Range ◽  
The Impact

Purpose There is an established literature supporting the idea that families who have children and adults who have a learning disability and/or autism have a greater vulnerability to mental health problems or poor psychological health. There are shortcomings in this literature in that there is a little consideration of the impact the families interaction with services has on their well-being. It is argued that complex post-traumatic stress disorder (CPTSD), with its focus on prolonged chronic exposure to trauma experiences and the recognition that this can occur in adulthood, may well be an appropriate framework to enable a better understanding of the experiences of families. Design/methodology/approach A total of 214 family members completed a co-produced online survey in relation to potential traumatic events, impacts and support. Findings The experiences of family carers of children and adults with a learning disability and/or who are autistic would appear to be multi-layered and complex, with many experiencing a wide range of traumatic events with the associated emotional and personal sequela. The reported responses are consistent with CPTSD with 10% of having received a diagnosis of PTSD. Their experience was that the system failed not only to provide support but also created additional trauma. Practical implications A trauma-informed approach needs to be adopted by agencies and professionals that serve families to ensure they understand their potential contribution to the trauma families experience. Originality/value To the best of the authors’ knowledge, this is the first study that has attempted to examine the experience of families using the framework of CPTSD.

The experience of regret in small business failure: who’s to blame?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Quach ◽  
Scott K. Weaven ◽  
Park Thaichon ◽  
Debra Grace ◽  
Lorelle Frazer ◽  
...  
Keyword(s):  
Small Business ◽  
Attribution Theory ◽  
Structural Equation ◽  
Online Survey ◽  
Current Knowledge ◽  
Well Being ◽  
Customer Relationship ◽  
Business Failure ◽  
Content Type ◽  
The Impact

Purpose Framed within the theoretical domain of attribution theory, this study aims to investigate the antecedents of experienced regret following an entrepreneur’s business failure (defined as firm discontinuance, closure or bankruptcy) and the impact of regret on personal well-being. Design/methodology/approach The population of interest was business owners whose businesses had failed within the past five years. The data was collected from 319 failed entrepreneurs using an online survey. Structural equation modelling was used to test the hypotheses presented in this study. Findings External attribution, including economic uncertainty and contract restrictions, was positively related to feelings of regret. Considering internal attribution, due diligence had a positive effect on regret whereas customer relationship development ability can reduce feelings of regret. Moreover, prevention-focused entrepreneurs were likely to experience higher levels of regret when engaging in extensive consideration in using information. Finally, regret had a detrimental effect on the entrepreneurs’ well-being. Research limitations/implications The research provides fresh perspectives on experienced regret, a relatively unexplored emotion in the entrepreneurship literature. In the context of small business operations, the locus of attribution (associated with business failure) is the key influence on learning following failed business attempts. Practical implications This study extends current knowledge of regret in the context of entrepreneurial failure, which has a significant catalytic effect on employment and entrepreneurial mobility. Originality/value This research sheds light on how emotional responses are derived from an entrepreneur’s self-assessment of their performance and attribution of blame for failure.

The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

2017 ◽  
Vol 18 (2) ◽  
pp. 180-195 ◽  
Author(s):  
Marilyn Giroux ◽  
Frank Pons ◽  
Lionel Maltese
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Sports Industry ◽  
The Impact

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design/methodology/approach Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling. Findings The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities. Practical implications Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity. Originality/value The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

Stock exchange brands as an influence on investor behavior

2017 ◽  
Vol 35 (3) ◽  
pp. 391-410 ◽  
Author(s):  
Betül Çal ◽  
Mary Lambkin
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Stock Exchange ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Corporate Brands

Purpose The purpose of this paper is to investigate the effect of stock exchange-related brand equity on intention to invest and the mediating role of perceived risk (PR) in this relationship in a comparative analysis between a developed and a developing market. Design/methodology/approach The study is carried out through an online survey among financially literate adults in two countries, Turkey and Ireland. Structural equation modeling is used to empirically test the relationships between brand equity dimensions and intention to invest, with a mediating role of PR. Findings The results indicate that the brand equity of a stock exchange is a relevant construct that significantly influences intention to invest. Also, the mediating role of PR is found to be strong in a developing market such as Turkey, but weak in a developed market like Ireland. Research limitations/implications One limitation of this paper is its inclusion of individual investors as the unit of analysis while leaving out institutional ones. The second limitation is the difficulty in generalizing the results to overall country populations. Practical implications This paper offers managerial implications regarding the need for emphasizing “stock exchange brand,” besides corporate brands traded, and customizing the management of brand-related influencers in investment decisions according to country context. Originality/value The impact of corporate brands in investment choices has been demonstrated before, but the influence of intermediaries – stock exchanges – through which investments are transacted, has not yet been investigated. This study addresses this gap, and further shows the differing extent of PR in this relationship between a developed and a developing country setting.

The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference

2014 ◽  
Vol 28 (3) ◽  
pp. 181-194 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Ipkin Anthony Wong ◽  
Guicheng Shi ◽  
Rongwei Chu ◽  
James L. Brock
Keyword(s):  
Corporate Social Responsibility ◽  
Competitive Advantage ◽  
Mediating Effect ◽  
Brand Preference ◽  
Chinese Consumers ◽  
Content Type ◽  
Brand Quality ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship

Purpose – This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied. Design/methodology/approach – In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses. Findings – Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference. Research limitations/implications – This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference. Practical implications – Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders’ interests. Originality/value – The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.

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