“Do your internal branding efforts measure up?”

2015 ◽  
Vol 27 (5) ◽  
pp. 878-895 ◽  
Author(s):  
Ezgi Erkmen ◽  
Murat Hancer
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Research Model ◽  
Citizenship Behaviors ◽  
Brand Performance ◽  
Customer Contact ◽  
Content Type ◽  
Customer Data ◽  
The Impact

Purpose – This study aims to understand the effect of brand citizenship behaviors of hospitality employees on customers’ relation with the brand. A model, which links employee behaviors to customers’ evaluation of brand performance, brand trust and brand commitment, is proposed to provide further insight into how customers form their relation with a brand. Design/methodology/approach – Data were collected from both customer-contact employees and passengers of a corporate airline company. Structural equation modeling was used to test the proposed model by using both employee and customer data in the same research model. Findings – The results showed that even brand citizenship behaviors of employees did not affect brand commitment of customers directly; these behaviors explain customers’ commitment to a brand through influencing perceived brand performance of customers and their trust toward a brand. Overall, this study provided support for the impact of employees’ brand-related behaviors on consumers’ relation with the brand. Research limitations/implications – The results suggest that hospitality employees contribute to the brand success through their behaviors. This helps organizations to enhance brand-related behaviors of their employees to ensure long-term relationships not only with customers but also with their employees in a labor-intensive and high customer contact industry. Originality/value – This research was one of the first to analyze the effects of employees’ brand supporting behaviors on consumers by using both employee and consumer data in the same research model within the hospitality context.

The effect of clustering on competitiveness improvement in Hebron

2017 ◽  
Vol 28 (5) ◽  
pp. 631-654 ◽  
Author(s):  
Ibrahim M. Awad ◽  
Alaa A. Amro
Keyword(s):  
Structural Equation ◽  
Structural Model ◽  
Model Building ◽  
Measurement Model ◽  
Background Information ◽  
Equation Modeling ◽  
Future Research ◽  
Research Model ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to map the cluster in the leather and shoes sector for improving the competitiveness of the firms. Toward this end, the study is organized to examine the impact of clustering on competitiveness improvement. The influence of competitive elements and performance (Porter’s diamond) and balanced score card was utilized. Design/methodology/approach A random sample of 131 respondents was chosen during the period from May 2016 to July 2016. A structural equation modeling (SEM) analysis was applied to investigate the research model. This approach was chosen because of its ability to test casual relationships between constructs with multiple measurement items. Researchers proposed a two-stage model-building process for applying SEM. The measurement model was first examined for instrument validation, followed by an analysis of the structural model for testing associations hypothesized by the research model. Findings The main findings show that there is a unidirectional causal relationship between improvements of performance and achieve competitiveness and also reveal that the Palestinian shoes and leather cluster sector is vital and strong, and conclude that clustering can achieve competitiveness for small- and medium-sized enterprises. Research limitations/implications Future research can examine the relationship between clustering and innovation. The effect of clustering using other clustering models other than Porter’s model is advised to be used for future research. Practical implications The relationships among clustering and competitiveness may provide a practical clue to both, policymakers and researchers on how cluster enhances economic firms such as a skilled workforce, research, development capacity, and infrastructure. This is likely to create assets such as trust, synergy, collaboration and cooperation for improved competitiveness. Originality/value The findings of this study provide background information that can simultaneously be used to analyze relationships among factors of innovation, customer’s satisfaction, internal business and financial performance. This study also identified several essential factors in successful firms, and discussed the implications of these factors for developing organizational strategies to encourage and foster competitiveness.

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.

Collective knowledge construction: a socio-cognitive approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mandana Farzaneh ◽  
Gholamhossein Mehralian ◽  
Mohammad Taghi Isaai
Keyword(s):  
Structural Equation ◽  
Knowledge Structure ◽  
Equation Modeling ◽  
Task Structure ◽  
Work Team ◽  
Research Model ◽  
Collective Knowledge ◽  
Cognitive Approach ◽  
Content Type ◽  
The Impact

Purpose The purpose of this study is to use correlation analysis to understand how knowledge structure, task structure and collaboration affect collective knowledge (CK) by the mediating mechanism of communication. Design/methodology/approach Drawing on an existing gap in the literature related to CK, a research model with five hypotheses is proposed. The hypotheses were analyzed based on data collected from 114 work-team practitioners using structural equation modeling. Findings The results indicate that communication, knowledge structure, task structure and collaboration significantly contribute to CK and that communication partially mediates the impact of these constructs on CK. Originality/value The value of the current research is in its contribution to the understanding of CK formation.

Reducing service sabotage and improving employee commitment to service quality

2019 ◽  
Vol 33 (5) ◽  
pp. 615-625 ◽  
Author(s):  
Charles H. Schwepker, Jr ◽  
Christina K. Dimitriou ◽  
Todd McClure
Keyword(s):  
Service Quality ◽  
Customer Service ◽  
Structural Equation ◽  
Ethical Climate ◽  
Employee Commitment ◽  
Equation Modeling ◽  
Customer Contact ◽  
Content Type ◽  
Service Sabotage ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of formal [ethics training (ET)] and informal [psychological ethical climate (EC)] controls in reducing service sabotage (SS) and increasing employee commitment to service quality. Design/methodology/approach Data were electronically collected from a national survey of hotel/motel customer contact employees leading to a usable sample of 316 employees. Structural equation modeling was used to analyze the data. Findings The findings indicate that ET can be used to positively influence the EC of customer contact service employees, which, in turn, reduces their SS behavior and increases their commitment to service quality. Practical implications Management should incorporate both formal (ET) and informal (EC) controls to bring about less SS and greater commitment to service quality among customer contact employees in service settings. Originality/value This research furthers the understanding of SS by finding an important variable, EC that may be used to reduce its incidence in service settings. Further, it shows that EC is an important contributor to improving ECSQ. As such, this research gives important direction for companies wishing to improve the customer service experience.

The impact of social media activities on brand image and emotional attachment

2020 ◽  
Vol 11 (1) ◽  
pp. 109-135 ◽  
Author(s):  
Albert A. Barreda ◽  
Khaldoon Nusair ◽  
Youcheng Wang ◽  
Fevzi Okumus ◽  
Anil Bilgihan
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Brand Commitment ◽  
Psychological Benefits ◽  
Content Type ◽  
Social Media Platforms ◽  
The Impact

Purpose The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories. Design/methodology/approach The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling. Findings The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively. Research limitations/implications Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies. Practical implications Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment. Social implications This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors. Originality/value The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

Collaborative consumption: the role of familiarity and trust among Millennials

2018 ◽  
Vol 35 (4) ◽  
pp. 377-391 ◽  
Author(s):  
Christoph Mittendorf
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Equation Modeling ◽  
Research Model ◽  
Collaborative Consumption ◽  
Content Type ◽  
User Intentions ◽  
Structural Relationships ◽  
Confirmatory Factor ◽  
The Impact

PurposeThis paper aims to focus on online hospitality platforms in the collaborative consumption environment. In particular, this paper investigates the impact of trust on the obtainers’ intentions to “inquire about accommodations” and to “request a booking” on Airbnb.com.Design/methodology/approachThis paper takes the perspective of a potential renter, respectively, obtainer and adopts Gefen’s (2000) research model, which incorporates familiarity and trust in the e-commerce industry. In this regard, the paper extends the work on two-sided markets of Mittendorf (2016-2017). To verify the modified research model, a survey was conducted, gathering results from over 426 participants of which 255 valid responses from the Millennials generation were obtained. This paper uses covariance-based structural equation modeling to analyze both measurement and structural relationships regarding the interaction framework.FindingsThe results show empirical evidence that both “trust in the intermediary” and “trust in providers” are decisive for the obtainers’ intentions on the online platform. In this regard, this paper advances the understanding of the collaborative consumption mechanisms by adapting trust literature to validate the obtainers’ intentions on contemporary collaborative consumption platforms.Research limitations/implicationsWhile the unit of analysis of prior research comprises the general intention to share, this paper empirically validates a more deliberate decision of user intentions by focusing on the intention to inquire about accommodations (no registration necessary) and the intention to request a booking (registration necessary). However, this study is dependent on one setting and it is still unclear whether the results are generalizable to other collaborative consumption setups.Originality/valueThis paper is in line with the work of Mittendorf (2016-2017), thus, it uses a sophisticated statistical approach to analyze trust in the collaborative consumption environment, such as confirmatory factor analysis and structural equation modeling.

Building stronger hospitality brands through online communities

2018 ◽  
Vol 9 (2) ◽  
pp. 158-171 ◽  
Author(s):  
Tingting Zhang ◽  
Anil Bilgihan ◽  
Jay Kandampully ◽  
Can Lu
Keyword(s):  
Online Communities ◽  
Structural Equation ◽  
Online Community ◽  
Equation Modeling ◽  
Service Development ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

Purpose Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities. Design/methodology/approach A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents. Findings Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement. Originality/value This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design. 研究目的 公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。. 研究设计/方法/途径 本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。. 研究结果 各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。. 研究原创性/价值 本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.

Linking marketing mix elements to passion-driven behavior toward a brand

2018 ◽  
Vol 30 (10) ◽  
pp. 3040-3058 ◽  
Author(s):  
Min-Seong Kim ◽  
Jihye Kim
Keyword(s):  
Structural Equation ◽  
Marketing Mix ◽  
Two Dimensions ◽  
Equation Modeling ◽  
Research Model ◽  
Sales Promotions ◽  
Brand Love ◽  
Content Type ◽  
The Impact ◽  
Brand Prestige

PurposeThis study aims to investigate the relationships among perceptions of advertising, sales promotions, brand prestige and brand love, as well as the development of passion-driven behavior among family restaurant customers. Based on the well-established framework of marketing mix elements and brand, this study proposes and tests a research model that attempts to understand the inter-relationships between the two dimensions of advertising (i.e. advertising spending and attitudes toward advertisement), two dimensions of sales promotions (i.e. monetary promotion and non-monetary promotion), brand prestige, brand love and passion-driven behavior, as well as compares local and global family restaurant brands.Design/methodology/approachThe research model of this study was tested based on responses from 265 family restaurant customers in Korea (i.e. 105 from Outback Steak House, 78 from T.G.I. Fridays, 45 from VIPS and 37 from Ashley). Data were analyzed using frequency, reliability, confirmatory factor and correlation analyses, the structural equation modeling and multi-sample methods.FindingsThe verified model confirmed that brand prestige was significantly influenced by attitudes toward advertisement, monetary promotion and non-monetary promotion. Also, brand love was significantly affected by the amount spent on advertising, attitudes toward the advertisement and monetary promotion. Passion-driven behavior was significantly impacted by brand prestige and brand love. Lastly, the results identified that the brand origin (i.e. local and global family restaurant brands) moderated one of the hypothesized relationships (i.e. the impact of brand prestige on brand love).Practical implicationsThe study suggests that a family restaurant brand manager may want to emphasize planning and developing marketing mix elements focusing on advertising and sales promotions.Originality/valueThis research illustrates the influences of the two dimensions of advertising and two types of sales promotions on brand prestige and brand love, which in turn led to passion-driven behavior from family restaurant customers.

Impacts of misbehaving air passengers on frontline employees: role stress and emotional labor

2017 ◽  
Vol 29 (7) ◽  
pp. 1793-1813 ◽  
Author(s):  
Hsin-Hui“Sunny” Hu ◽  
Hsin-Yi Hu ◽  
Brian King
Keyword(s):  
Emotional Exhaustion ◽  
Emotional Labor ◽  
Airline Industry ◽  
Structural Equation ◽  
Role Stress ◽  
Equation Modeling ◽  
Frontline Employees ◽  
Customer Contact ◽  
Content Type ◽  
The Impact

Purpose The study aimed to investigate the impact of customer misbehaviors on airline in-flight customer contact personnel. A theoretical framework was proposed to test the meditating role of role stress and emotional labor in the relationship between consumer misbehaviors and emotional exhaustion. Design/methodology/approach In all, 336 cabin crew members employed by international airline companies participated in the study. The hypothesized model was tested using structural equation modeling with AMOS 20.0. Findings The results provide evidence that customer misbehaviors relate positively to employee role stress, emotional labor and emotional exhaustion. Moreover, role stress and emotional labor play important roles in enhancing the impacts of customer misbehaviors and thereby influence employee emotional exhaustion. Practical implications The findings potentially impact on employers both within and beyond the airline industry by demonstrating how frontline employees can be provided with support to reduce stress or exhaustion, leading ultimately to increased satisfaction. Originality/value This study has provided deeper theoretical insights into customer misbehaviors and their effects on employee role stress, emotional labor and emotional exhaustion.

scholarly journals eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

2021 ◽  
Vol 16 (5) ◽  
pp. 1612-1630
Author(s):  
Salvador Bueno ◽  
M. Dolores Gallego
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Purchase Intention ◽  
Structural Equation ◽  
Source Credibility ◽  
Positive Impact ◽  
Equation Modeling ◽  
Research Model ◽  
Argument Quality ◽  
The Impact

This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

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