Restaurant brand pages on Facebook

2015 ◽  
Vol 27 (7) ◽  
pp. 1662-1684 ◽  
Author(s):  
Juhee Kang ◽  
Liang (Rebecca) Tang ◽  
Ann Marie Fiore
Keyword(s):  
Online Community ◽  
Service Industry ◽  
Food Service ◽  
Active Participation ◽  
Marketing Strategies ◽  
Brand Trust ◽  
Sales Promotions ◽  
Brand Relationships ◽  
Content Type

Purpose – The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer–brand relationships. Design/methodology/approach – This study is based on an online survey sent to Facebook users who have been engaging with restaurants’ brand pages on Facebook. The empirical data analysis was conducted using structural equation modeling. Findings – Results revealed that members who actively participated in activities on restaurant, Facebook fan pages were likely to feel that the brands were trustworthy and developed commitment toward the brands. The moderating effect of monetary sales promotions between active participation and brand trust was supported. In particular, active participation was more likely to generate brand trust for members who had less interest in monetary sales promotions on restaurant Facebook fan pages. Practical implications – This study provides practical implications for restaurant marketers on the applications of Facebook as a branding tool. Marketers are advised to identify active members who can contribute to the maintenance of the community by encouraging active communication and engaging in marketing activities. As active participants are critical to the success of a restaurant Facebook page, marketers are encouraged to develop marketing strategies that can generate members’ interest and increase participation in a marketing campaign. Originality/value – Although Facebook has been widely used to improve customer–brand relationships in the food service industry, research on the effect of an online community scares. The study proposes a conceptual model to examine the role of active participation in customer–brand relationships and the role of monetary promotions in enhancing customer–brand relationships. Management and marketing strategies for practitioners in the food service industry are suggested.

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.

Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia

2015 ◽  
Vol 6 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Ahasanul Haque ◽  
Abdullah Sarwar ◽  
Farzana Yasmin ◽  
Arun Kumar Tarofder ◽  
Mirza Ahsanul Hossain
Keyword(s):  
Structural Equation ◽  
Random Distribution ◽  
Service Industry ◽  
Food Service ◽  
Food Products ◽  
Content Type ◽  
Muslim Countries ◽  
Equation Modelling ◽  
Halal Food ◽  
Practical Implications

Purpose – This study aims to identify the factors that influence Malaysian non-Muslim consumers’ perception towards buying halal food products. Design/methodology/approach – A structured close-ended questionnaire was used for data collection through a random distribution to 500 non-Muslim consumers from various states in Malaysia. Findings – Using SPSS package, the factor analysis was able to identify three main variables. Later, the hypotheses were tested using structural equation modelling. This study has indicated that the perception of non-Muslim consumers about halal food products is influenced by their attitude, subjective norm and perceived behavioural control, specifically in the context of Malaysia. Research limitations/implications – This finding will help both the academics and the industry food makers in understanding the perception of non-Muslim consumers towards the concept of halal food products. Practical implications – The outcome of the study can serve as a useful reference to relevant Malaysian statutory bodies on the current perception of the Malaysian non-Muslim consumers towards Malaysian halal agenda. This will also help the industry food makers to serve their customers better as well as maximize their profit through a well-planned marketing campaign. Social implications – It prepares a sound basis for Malaysian policymakers to promote the involvement of Malaysian non-Muslim entrepreneurs within the halal food service industry with the intent of improving the socio-economic strata of its participants and, at the same time, fulfilling their religious obligations in providing halal foods for fellow Muslims. Originality/value – Because very few researches have studied non-Muslim consumers’ perception towards halal food products, the development of halal food theory will help in capitalizing the practices in non-Muslim countries.

scholarly journals Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho ◽  
Clodoaldo Lopes Nizza Júnior
Keyword(s):  
Organizational Commitment ◽  
Sales Performance ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Salesperson Performance ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

Reciprocity and commitment in online travel communities

2019 ◽  
Vol 119 (2) ◽  
pp. 397-411 ◽  
Author(s):  
Daniel Belanche ◽  
Luis V. Casaló ◽  
Carlos Flavián ◽  
Miguel Guinalíu
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Active Participation ◽  
Equation Modeling ◽  
Relational Capital ◽  
Content Type ◽  
High Level ◽  
Online Travel

PurposeWith social exchange theory as a basis, the purpose of this paper is to seek a better understanding of advice processes in online travel communities, which offer crucial advice for travelers’ decisions. It also predicts that relational capital variables (commitment, reciprocity perceptions) moderate the main relationships.Design/methodology/approachData from a web survey of 456 users of online travel communities affirm the scale’s validity and provide the input for structural equation modeling and multisample analyses of the hypotheses.FindingsHigher levels of commitment reinforce the effect of following past advice on passive and active participation intentions. Users’ perceptions of reciprocity in the community strengthen the influence of following past advice on active participation. However, a high level of reciprocity causes users following past advice to reduce their intentions to continue following that advice.Practical implicationsManagement tactics should specify active and passive participation in online travel communities. Specifically, to encourage the creation of high-quality new content, community managers should create interactive environments marked by high levels of reciprocity and commitment.Originality/valueThis research elucidates the role of relational capital variables in advice processes and advances understanding of online travel communities.

EWOM firestorm: young consumers and online community

2019 ◽  
Vol 21 (1) ◽  
pp. 1-15 ◽  
Author(s):  
Sasithorn Suwandee ◽  
Jiraporn Surachartkumtonkun ◽  
Aurathai Lertwannawit
Keyword(s):  
Social Media ◽  
Online Community ◽  
Community Members ◽  
Content Type ◽  
Service Failures ◽  
Young Consumers ◽  
Mixed Factorial Design ◽  
Information Characteristics ◽  
High Level

Purpose This study aims to examine the influence of homophily in an online community and the effect of electronic word of mouth (eWOM) consensus on young consumers’ attitudes. Design/methodology/approach This study implemented an experimental research design using a two (low/high homophily) × two (low/high eWOM consensus) mixed factorial design. This study explores young consumers’ changes in brand attitude after encountering negative eWOM. Findings The results indicate that a high consensus of negative eWOM among online community members leads to significant changes in attitude, while a low consensus of negative eWOM does not produce such an effect. Negative eWOM from either high or low homophilous sources produces significant changes in attitude. There are significant attitude changes when a strong consensus of negative eWOM is received from a source with a high level of homophily. Research limitations/implications Service failures in offline service settings lead to the dissemination of negative eWOM on social media. To handle and prevent social media crises, researchers should understand online crises antecedents relating to information characteristics i.e. eWOM consensus and characteristics of online community members to evaluate the crises impact. Brands should monitor tone and dialogue of online community member on social media to remedy and diminish any damage done to their brand image from negative eWOM. Originality/value This study contributes to the application of social network theory by understanding the role of nodes on negative eWOM effect in social media.

Linking food safety training with whistle-blowing

2019 ◽  
Vol 31 (1) ◽  
pp. 141-160 ◽  
Author(s):  
Heyao Yu ◽  
Sujata A. Sirsat ◽  
Jack A. Neal
Keyword(s):  
Food Safety ◽  
Food Processing ◽  
Service Industry ◽  
Food Service ◽  
Safety Training ◽  
Food Handlers ◽  
Content Type ◽  
Whistle Blowing ◽  
Food Safety Training ◽  
And Gender

Purpose The purpose of this paper is to develop a validated food safety whistle-blowing scale and examine how training influences food handlers’ whistle-blowing, the mediating roles of job satisfaction and food safety self-efficacy and the moderating roles of organization type and gender. Design/methodology/approach A sample of 734 food handlers from the food service industry and 306 food handlers from the food processing industry were recruited. A two-step psychometric process was conducted to validate the scale, and a moderated mediation model was used to examine the mechanisms through which food safety training influences whistle-blowing. Findings The results showed that job satisfaction and self-efficacy fully mediated the relationship between training and whistle-blowing. Organization type moderated the first step of the two indirect paths and gender moderated the second step, thereby supporting the mediated-moderated model. Practical implications The results indicate the influence of food safety training programs on whistle-blowing behaviors and suggest other methods of enhancing employee whistle-blowing through human resource management. Originality/value A validated scale is lacking to measure whistle-blowing in the food safety context, and little research has examined the influence of human resource practices on whistle-blowing. This study provides meaningful insights for researchers by developing and validating food safety the whistle-blowing scale, connecting training with whistle-blowing, and provides useful information for practitioners by offering the methods of enhancing whistleblowing in both the food processing and food service industry.

The role of personalization on continuance intention in food service mobile apps

2019 ◽  
Vol 31 (2) ◽  
pp. 734-752 ◽  
Author(s):  
Jee-Won Kang ◽  
Young Namkung
Keyword(s):  
Perceived Risk ◽  
Mobile Apps ◽  
Perceived Value ◽  
Food Service ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Content Type ◽  
Perceived Benefit ◽  
Privacy Calculus

PurposeThis paper aims to examine consumers’ behaviors toward personalized services offered by branded mobile apps in the food service industry by applying privacy calculus theory and technology acceptance model (TAM). Further, this research identified the moderating role of technology anxiety.Design/methodology/approachAn online survey was carried out to investigate the role of personalization on continuance intention toward branded mobile apps. In total, 348 valid responses were analyzed to test hypotheses using structural equation modeling.FindingsThe results show that personalization had significantly affected perceived benefit, perceived risk and perceived ease of use. Perceived benefit had positive effects on perceived value of disclosure, but perceived risk did not affect perceived value of disclosure. Perceived value of disclosure and perceived ease of use were linked to trust. Trust, in turn, positively affected intentions to use mobile apps. With regard to the moderating effect of technology anxiety, it had a significant moderating impact on the relationship between personalization and perceived risk. However, it did not moderate the relationship between personalization and perceived benefit.Practical implicationsThe findings of this study could provide useful theoretical and practical implications related to the successful implementation of mobile marketing.Originality/valueThis study proposes the integrated model of privacy calculus theory and the TAM for deeper understanding of the customers’ responses toward personalization of branded mobile apps.

How can leader humor enhance subordinates’ service creativity? The moderator of subordinates’ SFIT and the mediator of role modeling

2020 ◽  
Vol 41 (6) ◽  
pp. 865-882
Author(s):  
Leiqing Peng ◽  
Shaohui Lei ◽  
Yulang Guo ◽  
Fei Qiu
Keyword(s):  
Service Industry ◽  
Empirical Studies ◽  
Organizational Factors ◽  
Role Modeling ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Path Analyses ◽  
The Impact ◽  
The Relationship

PurposeAs an essential personality charm of leaders, humor can bring a series of positive outcomes to both users and receivers. However, there is also evidence that the impact of leaders’ humor (LH) is constrained by individuals, teams and organizational factors. The aim of this research is to investigate the relationship between LH and subordinates’ service creativity. Based on social learning theory and previous literature on LH, this paper identifies role modeling as the mediator and suggests that subordinates’ sensitivity to favorable interpersonal treatment (SFIT) moderates these relationships.Design/methodology/approachIn order to test the proposed moderated mediation model, this study employed hierarchical multiple regression and path analyses with valid data of 348 samples.FindingsResults revealed that LH positively affects role modeling and service creativity of subordinates, while subordinates' SFIT positively moderates the relationship between LH and subordinates' service creativity via role modeling.Practical implicationsIn compliance with these findings, this research suggests that enterprises should pay attention to the role of humor from middle managers and strengthen managers' role modeling through multiple measures to establish a relaxed and harmonious atmosphere in the workplace.Originality/valueBuilt on the conceptual framework, this study contributes to the literature on LH and employees’ service creativity by treating role modeling as the mechanism and SFIT as the moderator. This research is one of the first few empirical studies to investigate the relationship between LH and service creativity of service personnel in the service industry.

Looking at you: celebrity direct eye gaze influences social media post effectiveness

2020 ◽  
Vol 54 (12) ◽  
pp. 3051-3076
Author(s):  
Jasmina Ilicic ◽  
Stacey M. Brennan
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Behavioral Intentions ◽  
Eye Gaze ◽  
Brand Relationships ◽  
Verbal Cues ◽  
Content Type ◽  
Moderating Role ◽  
Practical Implications

Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

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