The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior

2018 ◽  
Vol 30 (7) ◽  
pp. 2603-2621 ◽  
Author(s):  
Min-Seong Kim ◽  
Dong-Jin Shin ◽  
Dong-Woo Koo
Keyword(s):  
Restaurant Industry ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Service Fairness ◽  
Foodservice Industry ◽  
Brand Citizenship Behavior

Purpose Service fairness has been conceptualized as a major part of the foodservice industry due to the intangibility of foodservice, which is difficult to be evaluated by customers. Considering this challenge, this study investigates the impacts of perceived service fairness dimensions in encouraging brand citizenship behaviors (i.e. brand enthusiasm and brand endorsement) along with the mediating roles of brand trust and brand experience in the foodservice industry. Design/methodology/approach Based on an established framework of perceived service fairness, brand trust, brand experience and brand citizenship behavior, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from customers of casual dining franchise restaurants in Korea. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling. Findings The empirical results indicated that brand trust was significantly influenced by price, procedural, outcome and interactional fairness, while brand experience was significantly affected by price, outcome and interactional fairness. Additionally, brand trust and brand experience had positive influences on brand enthusiasm and brand endorsement, respectively. Practical implications A foodservice enterprise’s violation of customers’ fundamental need for fairness leads to negative outcomes, such as customers voicing the undesirable situation and/or leaving the restaurant. Thus, this study provides a strategy for maintaining service fairness to better develop brand relationships with customers in the restaurant industry. Originality/value There is a paucity of research on the effect of perceived service fairness on brand development in the restaurant industry. The findings provide greater insights into the impacts of perceived service fairness, brand trust and brand experience on customers’ brand citizenship behaviors.

What makes a brand citizen in the restaurant industry?

2019 ◽  
Vol 47 (10) ◽  
pp. 1-11
Author(s):  
Ling Xiang ◽  
Yi-Chun Yang
Keyword(s):  
Structural Equation ◽  
Profit Sharing ◽  
Restaurant Industry ◽  
Psychological Ownership ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Corporate Management ◽  
Frontline Employees ◽  
Modeling Analysis ◽  
Brand Citizenship Behavior

We proposed a framework comprising the 3 dimensions of formal ownership practices (profit sharing, participation in decision making, and access to business information) that influence brand psychological ownership, thereby facilitating brand citizenship behavior. Data were collected from 342 frontline employees in restaurants in Taiwan. The results of structural equation modeling analysis showed that the 3 dimensions of formal ownership practices were all strong predictors of brand psychological ownership, which enhanced brand citizenship behavior. Also, brand psychological ownership was an effective mediator in the relationship between formal ownership practices and brand citizenship behavior. If employees are to demonstrate positive brand behavior, that is, brand citizenship behavior, it is necessary for organizations to generate employees’ positive brand awareness, that is, brand psychological ownership, which plays a cross-level intermediary role between corporate management and brand citizenship behavior.

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Halil Erdem Akoglu ◽  
Oğuz Özbek
Keyword(s):  
Brand Loyalty ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Content Type ◽  
Sports Industry ◽  
Brand Resonance ◽  
Positive Direct ◽  
The Relationship

PurposeAdopting the brand resonance approach, this research aimed to reveal the effect of emotional (perceived quality) and rational (brand trust) factors between brand experience and brand loyalty.Design/methodology/approachThis article uses the brand resonance model to examine the above-mentioned relationship. The sample of the study consisted of 385 sports consumers between the ages of 18 and 65 years. An online survey was used to collect data and surveys were delivered to sports consumers via social media. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results support the hypotheses and demonstrate the importance of quality and trust in building customer loyalty for companies in the sports industry. Brand experience has a positive direct effect on perceived quality, brand trust and brand loyalty. It has been revealed that there is an important intermediary role of perceived quality and brand trust that manages the relationship between customers' brand experience and brand loyalty.Practical implicationsThe findings of this study are essential for brands that want to develop and are included in the sports industry in the online shopping environment, which increases with the development of technology to create long-term loyalty in customers.Originality/valueIt reveals two mediating roles in the relationship between brand experience and brand loyalty, namely perceived quality and brand trust. These research results help to understand the processes of shaping the loyalty of sports consumers towards sports brands. Unlike previous studies, it examines this relationship in the sports industry by adding new mediator variables and contributes to the development of the model.

scholarly journals THE RELATIONSHIP BETWEEN INTERNAL BRAND MANAGEMENT WITH BRAND TRUST, BRAND CITIZENSHIP BEHAVIOR, AND INTENTION TO STAY

2019 ◽  
Vol 2 (2) ◽  
pp. 89-100
Author(s):  
Nurina Putri Handayani ◽  
Aldrin Herwany ◽  
Dewi Wahyu Handayani
Keyword(s):  
Job Satisfaction ◽  
Brand Management ◽  
Banking Industry ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Intention To Stay ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior

This paper attempts to provide an understanding of employee behavior among gen Y known as millennial workers in banking industry. This study provides insights into how internal brand management, brand commitment, job satisfaction shape brand trust, brand citizenship behavior, and intention to stay. Data were collected from 635 employees of public banking in Indonesia. Structural equation modeling (SEM) was used to test the model and the hypotheses. Findings reveal that internal brand management has a significant effect on brand commitment and job satisfaction. This study also found that brand commitment has strong impact on brand trust and brand citizenship behavior. Then, job satisfaction has significant effect on brand citizenship behavior intention to stay. The distinct of this study is the integration of brand commitment and job satisfaction for its effect on brand trust, brand citizenship behavior, and intention to stay of employees as well providing empirical support for their relationship within the context of banking industry.

Driving individuals’ citizenship behaviors in virtual communities through attachment

2019 ◽  
Vol 29 (4) ◽  
pp. 870-899 ◽  
Author(s):  
Chao-Min Chiu ◽  
Hsin-Yi Huang ◽  
Hsiang-Lan Cheng ◽  
Jack Shih-Chieh Hsu
Keyword(s):  
Structural Equation ◽  
Virtual Communities ◽  
Virtual Community ◽  
Self Esteem ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Common Bond ◽  
Common Identity

Purpose The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC). Design/methodology/approach The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses. Findings The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC. Originality/value This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

Consumer behavior on Facebook

2014 ◽  
Vol 9 (3) ◽  
pp. 252-267 ◽  
Author(s):  
Ching-Wei Ho
Keyword(s):  
Community Participation ◽  
Virtual Community ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Trust ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Consumer Citizenship ◽  
Community Identification ◽  
The Relationship

Purpose – The purpose of this paper is to demonstrate consumers’ voluntary behaviors on Facebook through exploring how members’ community participation affects consumer citizenship behaviors toward the brand. The study also provided further insight into the mediating effect by considering brand trust and community identification. Design/methodology/approach – This research begins by developing a framework to describe and examine the relationship among Facebook participants, brand trust, community identification, and consumer citizenship behaviors. Furthermore, it tests the mediating effects of brand trust and community identification on the relationship between Facebook participation and consumer citizenship behaviors. The model and hypotheses in this study employ structural equation modeling with survey data. Findings – First, this study reveals consumers’ community participation on Facebook has directly positive and significant effects on brand trust and community identification. Second, this research confirms that brand trust has directly positive and significant effects on community identification. Third, this study found that brand trust and community identification play a mediating role between Facebook participation and consumer citizenship behaviors. Research limitations/implications – The sample comprised primarily young adults, which may not be completely generalizable to the population at large. This study examined a specific form of virtual community, Facebook, so the results cannot be ascribed to other formats of brand community. Originality/value – The issue of consumer’ voluntary behavior on social networking sites has become more and more important. This study proposed an exclusive model of the process by which the paper can consider consumers’ voluntary behaviors on Facebook from participation to consumer citizenship behavior toward the brand. This finding can be viewed as pioneering, setting a benchmark for further research.

Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?

2019 ◽  
Vol 51 (4) ◽  
pp. 209-227 ◽  
Author(s):  
Decha Dechawatanapaisal
Keyword(s):  
Brand Loyalty ◽  
Generational Differences ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Identification ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior ◽  
Organizational Tenure

PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.

Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fathima Z. Saleem ◽  
Matthew A. Hawkins
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Media Content ◽  
Control Mechanisms ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior

Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM. Practical implications Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended. Originality/value This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

The role of title sponsor’s philanthropy and team authenticity on fan identity and citizenship behaviors

2019 ◽  
Vol 21 (1) ◽  
pp. 148-169
Author(s):  
Inje Cho ◽  
Minseong Kim ◽  
Kiki Kaplanidou
Keyword(s):  
Structural Equation ◽  
Online Community ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Sport Team ◽  
Sport Teams ◽  
Fan Identity

Purpose The purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity and fan identity is moderated by sponsor philanthropy. Design/methodology/approach A web survey was distributed to baseball fans in an online community in South Korea. A total of 383 valid answered questionnaires were collected and tested with confirmatory factor analysis and structural equation modeling. Findings The findings suggested interrelationships between sport teams’ brand authenticity and fan identity and between fan identity and citizenship behavior. This work also confirms the moderating effect of a title sponsor’s philanthropic activities on the relationship between sport team authenticity and fan identity. Practical implications A sport team’s effort to maintain authenticity would intensify fan identity levels. Action plans that relate to team’s authenticity among fans are necessary. For example, the team could create a plan for the players to give back to the community by volunteering in community projects with the support of the sponsor. Building a team’s authentic culture with well-integrated philanthropy programs of a title sponsor would benefit the team in sustaining competitive advantages in a market. Originality/value The findings contribute to the literature by demonstrating the role of title sponsor’s philanthropic behavior on the sport industry. The relative importance of the team’s authenticity (congruency and fan orientation) for fan identity was increased when the perception of the sponsor’s philanthropy was high.

scholarly journals Brand experience effects on brand attachment: the role of brand trust, age, and income

2019 ◽  
Vol 31 (5) ◽  
pp. 610-645 ◽  
Author(s):  
Richard Huaman-Ramirez ◽  
Dwight Merunka
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Moderating Role

Purpose The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used. Findings Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers. Research limitations/implications The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries. Practical implications Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers. Originality/value Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

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