Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?

2020 ◽  
Vol 48 (7) ◽  
pp. 649-666
Author(s):  
Eunsoo Baek ◽  
Ho Jung Choo ◽  
Xiaoyong Wei ◽  
So-Yeon Yoon
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Interactive Media ◽  
Future Research ◽  
Brand Experience ◽  
Store Brand ◽  
Content Type ◽  
Virtual Tour ◽  
The Us

PurposeAs consumers spend more time shopping online, traditional retailers are facing a decline in on-site shoppers. To help the industry in the omnichannel era, we propose that a virtual tour of a store could affect brand equity and promote store visit intentions, based on a well-established brand experience account.Design/methodology/approachThe virtual tour stimuli were created using 360-degree photos of real stores. Participants explored the store virtually and then completed an online survey. With 240 responses drawn from the general population in the US, structural equation modelling (SEM) was used.FindingsResults showed that store brand experiences significantly affected consumers and the four brand experience dimensions exerted differentiated effects. Sensory and behavioural experiences directly increased intentions to visit the store, whereas intellectual and emotional experiences promoted visit intentions via enhanced brand equity.Originality/valueThis is the first retail study investigating a virtual tour through the lens of brand experience. It is also one of a handful that examined the distinctive effects of the four brand experience dimensions, which deserve scholars’ attention and further inquiry. The virtual tour can be a powerful branding tool in the online-dominant retailing era. Retailers can employ a virtual tour not only to increase brand equity but also to cultivate consumers’ intentions to visit their stores. Furthermore, the use of 360-degree interactive media to evoke the virtual experience of a store renders higher generalizability and extendibility in future research and practice.

Gamblers’ aces in the hole: the effect of erroneous cognitions on dysfunctional gambling

2016 ◽  
Vol 6 (1) ◽  
pp. 83-96 ◽  
Author(s):  
Donata Tania Vergura
Keyword(s):  
Problem Gambling ◽  
Structural Equation ◽  
Online Survey ◽  
Negative Relationship ◽  
Severity Index ◽  
Diagnostic Tools ◽  
Future Research ◽  
Gambling Behaviour ◽  
Content Type ◽  
Gambling Involvement

Purpose – The purpose of this paper is to investigate whether gambler’s cognitive errors affect gambling involvement and addiction. As the popularity of gambling has grown, questions are being raised about its excessive use and factors related to addictive behaviours. Design/methodology/approach – An online survey on 508 gamblers was conducted. Structural equation modelling was used to investigate the relationships among gambling beliefs, gambling involvement and problem gambling. Findings – Among the three sets of erroneous beliefs investigated, luck and superstition were significant predictors of both gambling involvement and the severity of gambling problems (according to the Problem Gambling Severity Index (PGSI)), while the illusion of control showed a negative relationship with the PGSI. Moreover, gambling involvement positively affected the potential risk of disease and mediates the relationship between luck and superstition and PGSI. Research limitations/implications – Because not all cognitive dimensions apparently influence gambling behaviour, future research should extend the analysis to include other variables that may moderate or mediate the causal relationship. Practical implications – The results are useful to marketers in developing social marketing campaigns wishing to discourage gambling. Moreover, factors that influence gambling involvement and addiction may be used as diagnostic tools to correct gamblers behaviour. Originality/value – The paper proposes a deeper exploration of the relationships among beliefs, gambling involvement and dysfunctional gambling and an appropriate scale to capture the entire spectrum of gambler’s beliefs in relation to every form of gambling activity.

Exploring the antecedents of retail banks’ reputation in low-bankarization markets: brand equity, value co-creation and brand experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luís Daniel Martillo Jeremías ◽  
Ana Isabel Polo Peña
Keyword(s):  
Financial Institutions ◽  
Brand Equity ◽  
Low Income ◽  
Financial Literacy ◽  
Structural Equation ◽  
Banking Sector ◽  
Retail Banking ◽  
Equation Modeling ◽  
Brand Experience ◽  
Content Type

PurposeThe present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.Design/methodology/approachA quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.FindingsThe results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.Social implicationsThe bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.Originality/valueThe findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Brand equity, satisfaction, and switching costs

2015 ◽  
Vol 33 (2) ◽  
pp. 164-178 ◽  
Author(s):  
Galina Biedenbach ◽  
Maria Bengtsson ◽  
Agneta Marell
Keyword(s):  
Conceptual Model ◽  
Brand Equity ◽  
Structural Equation ◽  
Switching Costs ◽  
Professional Services ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Four Dimensions ◽  
Marketing Managers

Purpose – The purpose of this paper is to investigate the effects of satisfaction and switching costs on the development of brand equity in the business-to-business (B2B) setting. The study considers the hierarchical effects between brand awareness, brand associations, perceived quality, and brand loyalty. Furthermore, the conceptual model examines the direct effect of switching costs on satisfaction. Design/methodology/approach – Structural equation modeling was used to analyze 632 responses from the CEOs and CFOs of organizations buying auditing and business consultancy services from one of the Big Four auditing companies. Findings – The findings demonstrate the significant impact of satisfaction and switching costs on brand equity in the B2B setting. Furthermore, the findings show the positive effect of switching costs on satisfaction. Research limitations/implications – The study is conducted in the professional services context. Future research can examine whether the observed effects can be found in other B2B settings and considering various B2B services and industrial goods. Practical implications – The study contributes to marketing managers’ understanding of how marketing actions aimed to increase satisfaction can affect brand equity. Marketing managers are provided with insights and evidence on how switching costs can impact satisfaction and brand equity. Originality/value – The study tests a unique conceptual model focussing on the causal relationships between four dimensions of brand equity, satisfaction and switching costs. The findings provide a strong foundation for further investigation of links between the key marketing concepts: brand equity, satisfaction, and switching costs.

An integrated model of corporate brand experience and customer value co-creation behaviour

2016 ◽  
Vol 44 (2) ◽  
pp. 139-158 ◽  
Author(s):  
Amjad Shamim ◽  
Zulkipli Ghazali ◽  
Pia A. Albinsson
Keyword(s):  
Customer Value ◽  
Structural Equation ◽  
Reasoned Action ◽  
Positive Influence ◽  
Integrated Model ◽  
Future Research ◽  
Brand Experience ◽  
Corporate Brand ◽  
Content Type ◽  
Customer Attitude

Purpose – The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context. Design/methodology/approach – Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states. Findings – The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed. Originality/value – The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.

E-tail brand experience’s influence on e-brand trust and e-brand loyalty

2016 ◽  
Vol 44 (6) ◽  
pp. 588-606 ◽  
Author(s):  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Survey Methods ◽  
Brand Experience ◽  
Brand Trust ◽  
Online Retail ◽  
Content Type ◽  
Modelling Techniques ◽  
The Impact

Purpose – The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence. Design/methodology/approach – In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software. Findings – Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences. Practical implications – E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment. Originality/value – Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.

Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness

2020 ◽  
Vol 37 (2) ◽  
pp. 241-259 ◽  
Author(s):  
Eunjoo Cho ◽  
Jiyoung Hwang
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Associations ◽  
Chinese Consumers ◽  
Brand Love ◽  
Content Type ◽  
The Us ◽  
Affective Associations

PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.

Buyer–seller relational engagement and seller brand equity

2019 ◽  
Vol 35 (8) ◽  
pp. 1311-1322
Author(s):  
Abhishek Dwivedi ◽  
Morgan Miles ◽  
Eddie Oczkowski ◽  
Jay Weerawardena ◽  
Lester W. Johnson ◽  
...  
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Knowledge Exchange ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Content Type ◽  
Order Construct ◽  
Relationship Effectiveness ◽  
Strategic Perspective

Purpose Relational engagement is offered as a framework to describe how buyers and sellers conduct exchange. Relational engagement is conceptualized as a higher-order construct comprising three dimensions: legal bonds, knowledge exchange and co-production. This paper aims to examine the efficacy of the construct by testing its influence on buyer–perceived seller brand equity. Design/methodology/approach An online survey of 401 US-based industrial buyers was conducted. Data were analyzed using structural equation modeling. Findings Empirical analysis supports the proposed conceptualization of relational engagement, as well as its influence on seller brand equity through influencing buyer-perceived relationship effectiveness. Practical implications Relational engagement offers a template to sellers for engaging organizational buyers. A relational engagement strategy has favorable implications for seller brand equity. Originality/value Relational engagement offers a comprehensive strategic perspective on inter-organizational exchange, moving beyond tactical approaches. The framework reflects the continuum of exchange, incorporating transactional-dominant and relationship-dominant forms of inter-organizational marketing practices.

scholarly journals Citizens’ intention to use and recommend e-participation

2019 ◽  
Vol 32 (2) ◽  
pp. 364-386 ◽  
Author(s):  
Mijail Naranjo-Zolotov ◽  
Tiago Oliveira ◽  
Sven Casteleyn
Keyword(s):  
Local Governments ◽  
Structural Equation ◽  
Online Survey ◽  
Psychological Empowerment ◽  
Higher Order ◽  
Future Research ◽  
Intention To Use ◽  
Research Model ◽  
Design Strategies ◽  
Content Type

Purpose The purpose of this paper is to investigate how citizens’ perception of empowerment can influence the intention to use and intention to recommend e-participation. Design/methodology/approach A research model is evaluated using structural equation modelling. An online survey questionnaire was used to collect data from 210 users of e-participation. Findings The results show that psychological empowerment influences the intention to use and recommend e-participation. Performance expectancy and facilitating conditions were the strongest predictors of intention to use; effort expectancy and social influence had no significant effect on the prediction of intention to use e-participation. Research limitations/implications The use of psychological empowerment as a higher-order multidimensional construct is still insufficiently researched. Future research may explore the effect of each dimension of psychological empowerment in different scenarios of e-participation adoption. Caution is needed when generalising our findings towards the adoption of e-participation in different locations or with different participants. Practical implications The findings can help the local governments to design strategies for the promotion and diffusion of e-participation amongst the citizenry. Those strategies should focus on citizens’ perception of empowerment, thereby creating a positive attitude towards intention to use and recommend e-participation. Originality/value An innovative research model integrates the unified theory of acceptance, use of technology and psychological empowerment; the last as a higher-order construct.

Examining the relationship between brand equity dimensions and university brand equity

2020 ◽  
Vol 34 (7) ◽  
pp. 1119-1141 ◽  
Author(s):  
Musa Pinar ◽  
Tulay Girard ◽  
Cigdem Basfirinci
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Public And Private ◽  
Content Type ◽  
Association Learning ◽  
Differentiation Strategy ◽  
Brand Association ◽  
University Brand

PurposeIn response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.Design/methodology/approachCompiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.FindingsBased on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.Research limitations/implicationsThe study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.Originality/valueThe study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

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