From boycott to product judgment in the coronavirus era: Chinese products cases

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Moez LTIFI
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Local Market ◽  
Health Crisis ◽  
Content Type ◽  
Foreign Companies ◽  
Foreign Products ◽  
Foreign Brand ◽  
Product Judgment

Purpose This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products. Design/methodology/approach Data was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method. Findings The results show that the boycott negatively influenced the brand image and valuation of foreign products. Also, empirical results confirm that the brand image of foreign products positively influenced consumer judgment. Practical implications The success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. These strategies allowed foreign products to penetrate diverse markets and not to be considered as a “foreign” brand which must be boycotted even in health crisis. The internationalization of companies and the opening of subsidiaries in the targeted countries can be considered as a solution for them so that their products will not be boycotted by consumers and consider them as national products. Originality/value Although with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study contributes to the existing the literature with a research model based on two theories. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products. The authors have already responded to this shortcoming by adding additional tests for verification, robustness and validation of the results obtained.

Chinese perception and willingness to buy Taiwanese brands

2018 ◽  
Vol 30 (4) ◽  
pp. 816-836 ◽  
Author(s):  
Nizar Souiden ◽  
Riadh Ladhari ◽  
Liu Chang
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Strong Ties ◽  
Content Type ◽  
Foreign Companies ◽  
Brand Quality ◽  
Willingness To Buy ◽  
Two Factors ◽  
Negative Effect ◽  
The Impact

Purpose The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent. Design/methodology/approach Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling. Findings The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands. Research limitations/implications The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product. Practical implications Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.” Originality/value In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

Credibility of online reviews and its impact on brand image

2018 ◽  
Vol 41 (1) ◽  
pp. 148-164 ◽  
Author(s):  
Uttam Chakraborty ◽  
Savita Bhat
Keyword(s):  
Attitude Change ◽  
Attribution Theory ◽  
Structural Equation ◽  
Brand Image ◽  
Oral Communication ◽  
Online Reviews ◽  
Consumer Electronics ◽  
Equation Modeling ◽  
Content Type ◽  
Novel Approach

Purpose Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer’s uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer’s mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites’ brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

How FIEs may sustain competitive advantage in China

2013 ◽  
Vol 9 (1) ◽  
pp. 22-46 ◽  
Author(s):  
Xina Yuan ◽  
SangYong Kim ◽  
Wanwen Dai ◽  
Jan Ketil Arnulf
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Business Culture ◽  
Marketing Capabilities ◽  
Marketing Capability ◽  
Content Type ◽  
Economies In Transition ◽  
Foreign Companies ◽  
Chinese Business ◽  
Practical Implications

Purpose – The purpose of this paper is to show that the Guanxi characteristics in Chinese business culture may add to the understanding of foreign invested enterprise's (FIE) successful marketing in China. Design/methodology/approach – The authors surveyed the entry mode of 296 FIEs in China and examined their way of adapting marketing strategy to local culture. The authors used a conceptual model hypothesizing a system of variables that the authors subsequently tested using structural equation modeling. Findings – Market orientation was insufficient to obtain marketing capability in China. FIE marketing capability in China was dependent on Guanxi and learning orientation, showing the need for contextualization of marketing approaches. Research limitations/implications – This paper enriches previous research on marketing and makes a contribution to the existing literature on practical management in China. It is also relevant for marketing in other markets in transition. Practical implications – FIEs may develop these capabilities on their own or succeed trough partnering in China. The study also points at similar mechanisms in other emerging markets and economies in transition from previous socialist economies. Originality/value – The authors attempt to explore the main factors driving the marketing capabilities of FIEs in China. Few articles have shown how foreign companies may adopt Guanxi orientation to do this, which is the object of the present study.

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

Model of intention to behave in online product purchase for Muslim fashion in Pekanbaru, Indonesia

2020 ◽  
Vol 11 (6) ◽  
pp. 1419-1441
Author(s):  
Rosmayani ◽  
Annisa Mardhatillah
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Survey Methods ◽  
Consumer Trust ◽  
Equation Modeling ◽  
Content Type ◽  
Fashion Products ◽  
Online Sales ◽  
Online Purchase ◽  
Descriptive Survey

Purpose The purpose of this paper is to examine the effect of company brand image on consumer confidence in the online purchase of Muslim fashion products, to assess the influence of company brand image on Muslim fashion online behavior and to assess the influence of the company brand image on the intention to behave online on Muslim fashion products through consumer trust. Design/methodology/approach This paper’s objective is to study the e-marketing online sales of Muslim fashion products. This paper is descriptive verification in nature. The paper is carried out through data collection in the field. Descriptive survey methods and explanatory survey methods were used in its implementation. The sample of this paper is a group of 97 UIR FISIPOL students who have purchased Muslim fashion products online. Structural equation modeling is used as a natural analysis in this paper. Findings Brand image has a significant effect on consumer trust which has been proven by the value of t-count being greater than the value of t-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the value of F-count being greater than the value of F-table. Simultaneously, brand image and consumers’ trust have a significant effect on intention to behave which has been proven by the t-count value being greater than the value of F-table. By using mediation test, it has been revealed that consumers’ trust cannot mediate the brand image on the intention to behave significantly. The magnitude of the influence of brand image on consumer trust is 0.482, the effect of consumer trust on intention to behave is 0.239, while the effect of brand image on intention to behave through consumer trust is 0.077. Hence, the total influence jointly is 0.797. Originality/value This is one of the few papers that investigate the model of behavioral intentional of online purchase of Muslim clothing products. Fashion products are important for teenagers because they like to present themselves through their appearance. Fashion products are fashion clothing, including all accessories such as belts, shoes, hat, bag, socks and underwear. Watches and cell phones can also be products that have their own mode; it is not surprising if some people consider them as fashion products.

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

2020 ◽  
Vol 24 (4) ◽  
pp. 589-609
Author(s):  
Munyaradzi W. Nyadzayo ◽  
Lester W. Johnson ◽  
Monica Rossi
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Strong Relationship ◽  
Self Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
Descriptive Survey

PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

Impact of core-product and service-encounter quality, attitude, image, trust and love on repurchase

2019 ◽  
Vol 31 (4) ◽  
pp. 1588-1608 ◽  
Author(s):  
Heesup Han ◽  
Jongsik Yu ◽  
Bee-Lia Chua ◽  
Sanghyeop Lee ◽  
Wansoo Kim
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Retention Rate ◽  
Low Cost ◽  
Brand Attitude ◽  
Service Encounter ◽  
Equation Modeling ◽  
Business Success ◽  
Brand Trust ◽  
Content Type

Purpose The purpose of this study was to examine airline passengers’ repurchase decision-making process by developing a sturdy theoretical framework comprising in-flight core-product and service-encounter quality, brand attitude, image, trust and love. The authors also attempted to examine if such decision formation differs across full-service and low-cost airlines in South Korea. Design/methodology/approach A quantitative method was used to achieve research objectives. For assessment of the conceptual framework and test of research hypotheses, a structural equation modeling and test for metric invariance were used. Findings The results revealed that in-flight product and service-encounter quality significantly affected their subsequent variables, and their impact on intention was mediated by brand attitude, image, trust and love. In addition, brand image along with brand trust included the strongest influence on intention. Findings also indicated that the relationships among brand attitude, image, trust and love significantly differed between full-service and low-cost airlines. Practical implications Increasing the customer retention rate is a key component of airline business success. This study made an important contribution to advancing the existing knowledge on what factors induce airline customers’ decision to repurchase a particular airline product and how such factors are interrelated with each other within the proposed model. Originality/value This research was the first to explore that the relationship strength among brand image, brand attitude, brand trust and brand love are not equal between full-service and low-cost airline passenger groups.

Modelling halal restaurant’s brand image and customer’s revisit intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunia Wardi ◽  
Okki Trinanda ◽  
Abror Abror
Keyword(s):  
Service Quality ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Health Awareness ◽  
Content Type ◽  
Revisit Intention ◽  
Quality Health ◽  
Positive Effect

Purpose Limited research has investigated the antecedents of halal restaurant’s brand image and its consequence to customer’s revisit intention empirically. This study aims to fill this gap by providing an insight into the relationship of halal restaurant brand image toward revisit intention, and the crucial antecedents of halal restaurant’s brand image, taking Rumah Makan Padang as a unit of analysis. Rumah Makan Padang (Padang Restaurant) is a type of halal restaurant in Indonesia originating from West Sumatra. These restaurants are widely spread in Indonesia and also in other countries where Indonesians migrate. Design/methodology/approach The research design was cross-sectional. Data were collected from various Rumah Makan Padang in West Sumatera, Indonesia. The proposed model was tested using structural equation modeling with a sample size of 450 respondents. Findings This study confirmed that halal restaurant’s brand image has a significant positive effect on customer’s revisit intention. Furthermore, the antecedents of halal restaurants brand image (i.e. service quality, health awareness and religiosity) were also found to have significant positive effect on halal restaurant’s brand image, Whereas, halal preferences do not have an influence on its brand image. Originality/value To the author’s knowledge, this study is among the first to provide a holistic approach toward the antecedents of halal restaurants brand image (i.e. halal preference, service quality, health awareness and religiosity) and investigated the effect of halal restaurant’s brand image on customer’s revisit intention. This study also proves the effect of religiosity on brand image, which has not been discussed in previous studies. From a market-specific context, this is also the first study that investigated the antecedents of Rumah Makan Padang’s brand image and its consequence to revisit intention.

Support for small businesses during a health crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kashef A. Majid ◽  
David W. Kolar ◽  
Michel Laroche
Keyword(s):  
Small Businesses ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Coffee Shop ◽  
Health Crisis ◽  
Content Type ◽  
Self Interest ◽  
Helping Others ◽  
Crisis Support

Purpose Crises threaten the operations of small businesses and endanger their survival; however, when the crisis is not attributable to the firm, consumers may rally around the business. This study aims to examine how attitudes toward helping others can create support for small businesses, which in turn can direct consumers to help businesses with increased financial support. It is hoped that this paper will inform how consumers will help firms pivot during crises. Design/methodology/approach A conceptual model was proposed which linked support for helping others to increased willingness to tip/amount tipped. The model was tested using structural equation modeling from two surveys given to customers of two small businesses, a coffee shop and an independent movie theater, respectively. Findings During a crisis, support for helping others has a positive impact on feelings of support for small businesses. Consumers direct their support to small businesses that they are interested in seeing survive and continue operations. They either tip more or tip when they otherwise would not have tipped. Practical implications Firms that pivot their operations because of a crisis imposed on them can still generate revenues. Consumers who have a self-interest in the continuing operations of the firm want to support it, and by pivoting their business model, the firm gives consumers the opportunity to give the firm and its employees more than they would have in the form of tips. Originality/value Prior work in crisis management has focused primarily on how firms recover and respond to a crisis of their doing. Overwhelmingly, consumers have been shown to punish firms during times of crisis. However, for a crisis that is imposed on the firm, consumers may rally behind the firm and respond by supporting it more than they are required to.

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