Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Rodrigues ◽  
Ana Pinto Borges ◽  
Ana Daniela Ferreira Antunes de Sousa
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Well Being ◽  
Brand Love ◽  
Content Type ◽  
Brand Authenticity ◽  
Craft Beer ◽  
First Time ◽  
Brand Satisfaction

PurposeThis study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is enhanced by the consumer's perceptions of the brand's image; (3) to verify if the consumer's perceptions of the brand's image increase brand satisfaction; and (4) to verify if brand satisfaction increases brand love.Design/methodology/approachData were collected from consumers of different craft beer brands to evaluate the assumptions underlying the proposed conceptual model. In total, 175 questionnaire responses were used, and the model was estimated through structural equation modelling (SEM) with partial least squares (PLS).FindingsThe results confirmed that brand authenticity is a strong antecedent of the brand image of craft beers, and that brand image affects both consumer brand satisfaction and brand love. The effect of brand satisfaction on brand love has also been confirmed. Craft beer brands should aim to attract more fan-consumers, i.e. consumers who seek an emotional relationship that manifests itself in affection, beauty, well-being and long-term commitment. Fan-consumers give their hearts/love and recommend the brand.Originality/valueThe paper tries to fill two gaps in the literature. First, we make the initial empirical application of the Bruhn et al. (2012) scale and verify its adequacy in this context. Second, this is the first time that the model's design has been validated. The results allow us to confirm that authenticity is an antecedent of brand image, and its simultaneous impact on the consumer's brand love for, and satisfaction with, craft beer brands.

Consumer’s love for functional brands: the Aspirin case

2016 ◽  
Vol 10 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Ana Pinto Borges ◽  
Cláudia Cardoso ◽  
Paula Rodrigues
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Communication Strategy ◽  
Brand Love ◽  
Content Type ◽  
Product Categories ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
First Time

Purpose This study aims to check which scale of love brand developed by Carroll and Ahuvia (2006) or Mohammadian and Karimpour (2014) have better adhesion to the perception of Aspirin love brand, that is, a functional brand. Design/methodology/approach The conceptual models and associated hypotheses are tested with a sample of 321 consumers. Data were analyzed through a structural equation model. Findings The results demonstrate strong relationships between the three antecedents (brand engagement, confidence and overall attitude) and brand love and between brand love and its consequences (brand loyalty, positive word of mouth and brand purchase intention) in both scales. Research limitations/implications The main limitation of the study relates to the sample, which is only of Portuguese consumers and does not match the main socio-demographic characteristics of the population. Therefore, the study should be seen as exploratory on the brand love in the case of functional brands. Practical implications The knowledge that a consumer can establish an emotional relationship with a functional brand, in a highly competitive sector as the pharmaceutical sector, in particular in drugs that are sold without a prescription, can help managers in defining their communication strategy appealing to the emotions and long-term involvement with the consumed. Originality/value Few studies about the background of the brand love and those that exist are linked to hedonic product categories and self-expressive brands. It is the first time that the brand love for a medicine is evaluated.

How salespersons induce trust between consumers and retailers

2015 ◽  
Vol 43 (12) ◽  
pp. 1104-1125 ◽  
Author(s):  
Molka Abbes ◽  
Alain Goudey
Keyword(s):  
Structural Equation ◽  
Well Being ◽  
Product Distribution ◽  
Measurement Scale ◽  
Equation Modeling ◽  
Content Type ◽  
Brick And Mortar ◽  
Key Dimensions ◽  
Managerial Level

Purpose – Although there is existing research investigating trust itself, there is a need for research on the concept of trust, specifically in retail environments. The purpose of this paper is to identify specific the dimensions of the concept of trust with retailing and to note impactful antecedents as activators for managers to secure long-term business. Design/methodology/approach – The authors propose a multi-dimensional measurement scale of trust that is examined through a structural equation modeling the connections between the determinants of the concept and its various features. Findings – This research has identified two new key dimensions for trust, specific to the well-being retailing context: customer/salesperson relationship and customer/sales environment relationship. Hence, this research primarily highlights the role of the salesperson and advice in establishing and sustaining the customer-retailer trust relationship. Practical implications – On the managerial level, this research helps further an advanced relational approach in the area of consumer product distribution by paying particular attention to building and developing a trust-based relationship. This research may serve as a “handbook” for any retailer looking to establish and sustain a durable relationship with their customers. Originality/value – The paper adapts the concept of trust in the specific context of brick-and-mortar retailing and tests it thanks to a quantitative study in the field of well-being retailing. The paper uses empirical data to establish original indications regarding: new relevant dimensions for trust in a retailing context that could be used by shop managers to develop a better comprehension of trust and impactful antecedents of trust in a retailing context that could be activated by shop managers to enhance trust regarding their shops.

The image and customer well-being stems from banking activities

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Sadegh Eshaghi ◽  
Bahram Ranjbarian ◽  
Azarnoush Ansari
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Well Being ◽  
Space Theory ◽  
Least Squares Regression ◽  
Life Space ◽  
Content Type ◽  
Bank Marketing ◽  
First Time

Purpose This study, by applying psychological life-space theory, aims to identify the role of banking activities in customers’ well-being. Design/methodology/approach Following a quantitative approach, a two-stage method of structural equation modelling was used to test the hypotheses. Through a close-ended questionnaire, data were obtained from banks’ customers. A partial least squares regression was used to test both inner and outer models. Sample power software was used to calculate the minimum sample size of the study. Findings A new variable namely customer well-being stems from banking activities identified which is assumed to be influenced by bank’s image, perceived value and aroused emotions. It was tested that word of mouth and bank’s marketing activities have impacts on the bank’s image. Moreover, by differentiating the images of different entities, it was proposed that comparative images could be considered as moderating variable. Furthermore, the mediating role of perceived value and aroused emotions are documented. Originality/value Applying psychological life-space theory, a new concept that is not limited to the financial aspect of well-being presented and tested. Although researchers in different filed of studies applied this theory, this is the first time that a study presents nominal and operational definitions of the role of banks in customers’ well-being. Moreover, for the first time in the bank marketing literature, images of different entities including consumer’s image, image of bank’s employee and image of bank’s competitors were separated and their causal relations were statistically tested.

Assessing brand love, brand sacredness and brand fidelity towards halal brands

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richa Joshi ◽  
Prerna Garg
Keyword(s):  
Structural Equation ◽  
Relationship Maintenance ◽  
Brand Trust ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Faith Based ◽  
New Perspective

Purpose The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands. Findings All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM. Research limitations/implications The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India. Practical implications Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth. Originality/value In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.

Negative emotions toward a financial brand: the opposite impact on brand love

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Rodrigues ◽  
Ana Pinto Borges
Keyword(s):  
Structural Equation ◽  
Negative Emotions ◽  
Future Research ◽  
Online Questionnaire ◽  
Brand Love ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Engagement ◽  
The Government ◽  
Definition Of

Purpose The purpose of this paper is to evaluate the effect of the scandals and distrust over the past years in brand love regarding a classic and well-known financial brand. The authors consider the antecedents of brand love contemplating the role of negative emotions, engagement and authenticity. The authors study the brand of a Portuguese bank, Caixa Geral de Depósitos, which was associated with harmful management and had to be intervened with monetary aid from the government. Design/methodology/approach An online questionnaire was used to collect data. The authors applied a confirmatory factor analysis and the hypotheses were tested by the structural equation modelling. Findings The results show that negative emotions toward the brand have a direct and indirect impact on brand engagement and the consumer-based brand authenticity, brand engagement and consumer-based brand authenticity positively impact brand love and negative emotions toward the brand positively and indirectly impact brand love. Research limitations/implications The results should be analyzed with appropriate caution, given the limitations of the sample. The authors used a sample of Portuguese consumers connected with a commercial bank brand. These limitations could be overcome in future research. Practical implications The findings are important for the definition of branding strategies in a competitive and vulnerable context. Originality/value The model presented in this paper aims at filing a gap in the literature. The negative emotions toward brands have been little studied as an antecedent. It is also the first time that the constructs of engagement and authenticity and their relational outcome in brand love are applied to a financial brand.

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
Yuanqiong He ◽  
Muhammad Abrar
Keyword(s):  
Attribution Theory ◽  
Structural Equation ◽  
Primary Data ◽  
Equation Modeling ◽  
Future Research ◽  
Asian Countries ◽  
Brand Love ◽  
Content Type ◽  
Brand Authenticity ◽  
Asian Consumers

PurposeThis research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.Design/methodology/approachThis research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.Research limitations/implicationsThis study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.Practical implicationsBy following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.Originality/valueUnder the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reza Salehzadeh ◽  
Maryam Sayedan ◽  
Seyed Mehdi Mirmehdi ◽  
Parisa Heidari Aqagoli
Keyword(s):  
Direct Effect ◽  
Structural Equation ◽  
Brand Image ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Environmental Harm ◽  
Brand Love ◽  
Content Type ◽  
Marketing Managers ◽  
Significant Direct Effect

Purpose Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers. Design/methodology/approach In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses. Findings The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love. Practical implications Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran. Originality/value This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

Antecedents of consumers’ Halal brand purchase intention: an integrated approach

2018 ◽  
Vol 56 (4) ◽  
pp. 715-735 ◽  
Author(s):  
Afzaal Ali ◽  
Guo Xiaoling ◽  
Mehkar Sherwani ◽  
Adnan Ali
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Survey Method ◽  
Brand Trust ◽  
Content Type ◽  
Muslim Countries ◽  
Brand Satisfaction

Purpose The purpose of this paper is to apply the concept of traditional branding constructs – brand image, brand satisfaction, brand trust and brand loyalty to an unexplored field of Halal products – Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty. In addition, this study seeks to elaborate the relationships among brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust, Halal brand loyalty and consumer purchase intention. Design/methodology/approach A theoretical model with hypothesised relationships is developed and tested with the help of structural equation modelling procedure in AMOS. This research used the questionnaire survey method to collect data from 347 consumers in Pakistan who had the experience of purchasing Halal milk brand. Findings The empirical results suggest that perceived brand quality has a significant and positive influence on the Halal brand image, Halal brand satisfaction, Halal brand trust, Halal brand loyalty and purchase intention. Similarly, the Halal brand image, Halal brand satisfaction, Halal brand trust and Halal brand loyalty significantly influence consumer Halal brand purchase intention. Research limitations/implications The Muslim population is growing in many parts of the world, including non-Muslim countries. Although this study’s focus is limited to Pakistani Muslims, findings related to the effects of brand perceived quality, Halal brand image, Halal brand satisfaction, and Halal brand trust and Halal brand loyalty on intentions may not be equally valid for Muslim consumers in others Muslim and non-Muslim countries and for other types of products. Practical implications The findings indicate that ignoring the important quality elements of a brand could be costly to marketers who failed to realise the importance of traditional brand attributes whilst embracing Halal brand marketing initiatives. In addition, Halal branding can allow the businesses to access to new markets, to enjoy more competitive advantages and to increase their profitability by selling at higher prices with higher profit margins. Originality/value Although previous research has explored the relevant issues about brand image, brand satisfaction, brand trust and brand loyalty, none highlights these traditional constructs to an unexplored field of Halal products.

Engaging leadership in the job demands-resources model

2015 ◽  
Vol 20 (5) ◽  
pp. 446-463 ◽  
Author(s):  
Wilmar B. Schaufeli
Keyword(s):  
Structural Equation ◽  
Work Performance ◽  
Online Survey ◽  
Job Demands ◽  
Well Being ◽  
Organizational Outcomes ◽  
Job Resources ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type

Purpose – The purpose of this paper is to integrate leadership into the job demands-resources (JD-R) model. Based on self-determination theory, it was argued that engaging leaders who inspire, strengthen, and connect their followers would reduce employee’s levels of burnout and increase their levels of work engagement. Design/methodology/approach – An online survey was conducted among a representative sample of the Dutch workforce (n=1,213) and the research model was tested using structural equation modeling. Findings – It appeared that leadership only had an indirect effect on burnout and engagement – via job demands and job resources – but not a direct effect. Moreover, leadership also had a direct relationship with organizational outcomes such as employability, performance, and commitment. Research limitations/implications – The study used a cross-sectional design and all variables were based on self-reports. Hence, results should be replicated in a longitudinal study and using more objective measures (e.g. for work performance). Practical implications – Since engaged leaders, who inspire, strengthen, and connect their followers, provide a work context in which employees thrive, organizations are well advised to promote engaging leadership. Social implications – Leadership seems to be a crucial factor which has an indirect impact – via job demands and job resources – on employee well-being. Originality/value – The study demonstrates that engaging leadership can be integrated into the JD-R framework.

To examine the relationships between supplier development practices and supplier-buyer relationship practices from the supplier’s perspective

2017 ◽  
Vol 24 (5) ◽  
pp. 1309-1336 ◽  
Author(s):  
Sarang Joshi ◽  
Manoj Kharat ◽  
Rakesh Raut ◽  
Sachin Kamble ◽  
Sheetal Kamble
Keyword(s):  
Structural Equation ◽  
Success Factors ◽  
Structural Model ◽  
Manufacturing Firms ◽  
Supplier Development ◽  
Competitive Advantages ◽  
Content Type ◽  
The Relationship ◽  
Relationship Improvement

Purpose The purpose of this paper is to examine the relationships between supplier development practices (SDPs) and supplier-buyer relationship practices from the supplier’s perspective (SBRSP), and seek to understand how specific SDPs may impact a buyer’s operational performance as well as supplier-buyer relationship practices. Design/methodology/approach The authors conducted a survey of 512 respondents from the different manufacturing firms in India and applied structural equation modelling to test a structural model that proposes the impacts of various efforts of SDPs on a buyer’s performance as well as SBRSP. Findings The study concludes that SDPs and SBRSP together improve the relationship between a buyer and supplier, and this improved relationship leads to competitive advantages (CAs) followed by profitability. Results indicate that supplier perspective of buyer-supplier relationship can be improved under the condition of SDPs and SBRSP together. SDPs are driven by productive measure and competitive pressure, whereas customer uncertainty is found to be statistically insignificant. Research limitations/implications The study was carried out in North Maharashtra Industrial Zone of India, where the auto sector and machine/components manufacturing firms have been established for a considerable period of time. Results of the study are limited to manufacturing organizations predominantly focussing on the automobile sector and machine/components manufacturing firms. Practical implications This study provides significant insights into the specific impact of various SDPs and SBRSP for both academics and practitioners. SDPs along with SBRSP practices lead to improvement in the relationship leading to CAs. SBRSP suggests that trust, long-term commitments and the supplier’s perspective are important practices for relationship improvement. Originality/value The current study attempts to identify what are the success factors for the supplier-buyer relationship from the supplier’s perspective and SDPs and how the supplier-buyer relationship can be improved under the condition of SDPs and SBRSP. Hence, the aim is to develop a more thorough understanding of the outcomes of a supplier-buyer relationship improvement from both buyer’s and supplier’s perspective, under the conditions of supplier development to achieve CAs leading to profitability. Furthermore, the study analyses the effect of the improved supplier-buyer relationship for achieving CAs leading to profitability.

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