Investigating the roles of hotel brand relationship norms in generating relationship satisfaction and commitment

2019 ◽  
Vol 31 (1) ◽  
pp. 309-329 ◽  
Author(s):  
Sreejesh S. ◽  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar ◽  
Anusree M.R.
Keyword(s):  
Attachment Styles ◽  
Structural Equation ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Association ◽  
Brand Relationship ◽  
Equation Modelling ◽  
Relationship Norms ◽  
Brand Satisfaction

PurposeThis paper aims to investigate how consumers’ satisfaction and commitment towards hotel brands can be impacted by the consumers’ prevailing brand relationship norms.Design/methodology/approachData were collected through experimental design and analysed using MANCOVA, structural equation modelling and Preacher and Hayes’ (2008) techniques.FindingsThe study findings indicate that the egoistic norms positively impact brand attachment styles/orientations, and the attachment orientations in turn negatively impact hotel brand satisfaction and commitment through the mediation of brand trust. Findings also reveal that altruistic norms have no significant impact on the attachment styles, but altruism impacts brand trust positively, which in turn positively impacts satisfaction and commitment.Originality/valueThis research adds value by examining how different consumer–brand association norms differently impact final brand satisfaction and commitment outcomes through creating healthy versus detrimental consumer–brand attachments.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

Customer–brand engagement and Facebook fan-page “Like”-intention

2017 ◽  
Vol 26 (2) ◽  
pp. 120-134 ◽  
Author(s):  
Tilo Halaszovich ◽  
Jacques Nel
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Conditional Effects

Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”. Design/methodology/approach In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling. Findings The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust. Originality/value Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

scholarly journals Trust and loyalty in online brand communities

2020 ◽  
Vol 24 (2) ◽  
pp. 177-191
Author(s):  
Rafael Anaya-Sánchez ◽  
Rocío Aguilar-Illescas ◽  
Sebastián Molinillo ◽  
Francisco J. Martínez-López
Keyword(s):  
Structural Equation ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Brand Trust ◽  
Repurchase Intention ◽  
Content Type ◽  
Brand Relationship ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Using Data

Purpose The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members. Design/methodology/approach The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM). Findings The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust. Originality/value This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.

scholarly journals Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

2017 ◽  
Vol 45 (6) ◽  
pp. 608-625 ◽  
Author(s):  
Marta Frasquet ◽  
Alejandro Mollá Descals ◽  
Maria Eugenia Ruiz-Molina
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Model ◽  
Brand Trust ◽  
Brand Attachment ◽  
Content Type ◽  
Multichannel Retailing ◽  
Cultural Variables ◽  
Offline Channels

Purpose The purpose of this paper is to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). Structural equation model multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures. Research limitations/implications The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. The authors did not find culture that affects the relationships in the model; however, the validity of these findings should be tested considering other cultural variables different from nationality. Practical implications Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels. Originality/value This paper extends the literature on the interactions between online and offline behaviour by focussing on the power of the brand to build strong customer bonds. The model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.

Brand avoidance: underlying protocols and a practical scale

2019 ◽  
Vol 28 (5) ◽  
pp. 586-597 ◽  
Author(s):  
Raphael Odoom ◽  
John Paul Kosiba ◽  
Christian Tetteh Djamgbah ◽  
Linda Narh
Keyword(s):  
Experiential Avoidance ◽  
Purchase Intention ◽  
Structural Equation ◽  
Content Type ◽  
Formative Measurement ◽  
First Order ◽  
Brand Relationship ◽  
Equation Modelling ◽  
Order Construct ◽  
Measurement Approach

Purpose The increased practitioner and academic interest in negative brand phenomena highlight the need for the development of practical scales to be used for empirical investigations. Therefore, this paper aims to draw on existing conceptualisations to provide a theoretically grounded yet practically oriented scale for examining brand avoidance and its protocols. Design/methodology/approach The study uses a sample of 575 consumers from two developing countries to create a parsimonious brand avoidance scale. Partial least squares structural equation modelling is used to analyse the data through a systematic formative measurement approach Findings This paper finds brand avoidance to be a multidimensional, second-order construct with five first-order dimensions: moral avoidance, identity avoidance, deficit–value avoidance, experiential avoidance and advertising-related avoidance. The paper further validates this scale by testing with non-purchase intention and identifies its positive relationship with brand avoidance. Originality/value This study fulfils the calls in the literature to provide a measurable scale for studying negative brand phenomena in consumer–brand relationship research.

scholarly journals Positive and negative behaviours resulting from brand attachment

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1185-1202 ◽  
Author(s):  
Arnold Japutra ◽  
Yuksel Ekinci ◽  
Lyndon Simkin
Keyword(s):  
Attachment Style ◽  
Brand Loyalty ◽  
Attachment Styles ◽  
Structural Equation ◽  
Strong Relationship ◽  
Attachment Anxiety ◽  
Attachment Avoidance ◽  
Brand Attachment ◽  
Content Type ◽  
High Level

PurposeThe purpose of this study is to investigate the relationships between brand attachment and consumers’ positive and negative behaviours. Furthermore, this study examines the moderating effects of attachment styles on these relationships.Design/methodology/approachThe study is based on a survey of 432 respondents, and the data are analysed using the structural equation modelling approach.FindingsThis study empirically supports that brand attachment and attachment styles (i.e. anxiety attachment and avoidance attachment) are distinct. Brand attachment influences consumers’ not only positive behaviour (i.e. brand loyalty) but also negative behaviours, such as trash-talking, schadenfreude and anti-brand actions. The findings of the study suggest that only avoidance attachment style moderates the relationships between brand attachment and these consumer behaviours. The link between brand attachment and brand loyalty is attenuated for high-attachment-avoidance consumers. In contrast, the links between brand attachment and trash-talking, schadenfreude and anti-brand actions are strengthened.Practical implicationsThis study assists marketing managers in understanding that a strong brand attachment may result in negative behaviours that can harm a company’s brand image. Thus, building a strong relationship with consumers will not always be beneficial. Companies should be aware of the consequences of building relationships with consumers who have a high level of attachment anxiety and/or avoidance.Originality/valueThis paper highlights that brand attachment not only influences brand loyalty behaviour but also three negative behaviours: trash-talking, schadenfreude and anti-brand actions. Moreover, the links between brand attachment and negative behaviours are strengthened when consumers have a high level of attachment avoidance.

scholarly journals Analysis of Brand Experience, Brand Satisfaction and Brand Trust Relationship to Brand Attachment

2017 ◽  
Vol 9 (1) ◽  
pp. 59
Author(s):  
Deni Wardani ◽  
Reza Rekayasa Gustia
Keyword(s):  
Structural Equation ◽  
Descriptive Analysis ◽  
Main Tool ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Significant Positive Effect ◽  
Brand Attachment ◽  
Positive Effect ◽  
Brand Satisfaction

In this modern age, people are required to have a high social mobility. The increasing number of private cars is resulted from the growing number of middle class in Indonesia. The main focus of this study was to analyze the effect of brand experience, brand satisfaction, brand trust towards brand attachment. this research is classified as descriptive analysis method to take samples and questionnaire as the main tool. The sample was 150 BMW users, especially those who have a BMW car in Jakarta.  Respondents were selected using non probability sampling techniques and sampling convince. The results of analysis using structural equation model (SEM) found evidence for following relationships: brand experience significant positive effect on brand satisfaction, but it is not significant on brand trust. It has also found that brand satisfaction has significant positive effect on brand trust and brand attachment. However, brand satisfaction is found not having significant positive effect on brand attachment.

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.

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.

Relation between Chinese consumers’ ethical perceptions and purchase intentions

2019 ◽  
Vol 31 (3) ◽  
pp. 670-690 ◽  
Author(s):  
Muhammad Kashif Javed ◽  
Ma Degong ◽  
Talat Qadeer
Keyword(s):  
Structural Equation ◽  
Developing Economies ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Brand Trust ◽  
Ethical Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Highly Educated ◽  
Mediating Role

Purpose Most business-related studies on ethics focus on consumers in developed western economies but ignore developing economies. Therefore, to fill this void in the literature and address the concerns of prior studies, the purpose of this paper is to examine the ethical perceptions of Chinese consumers as an example of effective and efficient management of company/brand strategies in an economy experiencing rapid socioeconomic growth. Design/methodology/approach This study examines 328 Chinese consumers’ purchase intentions based on their ethical perceptions toward Apple and P&G through mediating (i.e. consumer–corporate identification (CCI) and brand trust) and moderating (i.e. consumer gender, age, education and residence) effects. Structural equation modeling is used to analyze the constructs and overall model. Findings The ethical perceptions of consumers translate into purchase intentions, both at the corporate and product brand levels. Similarly, a significant direct relationship between CCI and brand trust reveals that corporate-level ethical identification is a trivial matter to customers, although these perceptions do apply to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese consumers’ ethical perceptions, followed by brand trust. In relation to demographics, ethical perceptions affect CCI and brand trust more positively in females and highly educated consumers in China. Similarly, the relationship between consumers’ ethical perception and their trust in brand is revealed more influential in urban residents than they do in rural. This broadens the applications and contexts of this research model. The results provide managerial guidance on enhancing potential ethical perceptions.

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