The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

2017 ◽  
Vol 18 (2) ◽  
pp. 180-195 ◽  
Author(s):  
Marilyn Giroux ◽  
Frank Pons ◽  
Lionel Maltese
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Brand Personality ◽  
Marketing Strategies ◽  
Equation Modeling ◽  
Content Type ◽  
Sports Industry ◽  
The Impact

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design/methodology/approach Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling. Findings The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities. Practical implications Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity. Originality/value The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.

Stock exchange brands as an influence on investor behavior

2017 ◽  
Vol 35 (3) ◽  
pp. 391-410 ◽  
Author(s):  
Betül Çal ◽  
Mary Lambkin
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Online Survey ◽  
Stock Exchange ◽  
Equation Modeling ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
Corporate Brands

Purpose The purpose of this paper is to investigate the effect of stock exchange-related brand equity on intention to invest and the mediating role of perceived risk (PR) in this relationship in a comparative analysis between a developed and a developing market. Design/methodology/approach The study is carried out through an online survey among financially literate adults in two countries, Turkey and Ireland. Structural equation modeling is used to empirically test the relationships between brand equity dimensions and intention to invest, with a mediating role of PR. Findings The results indicate that the brand equity of a stock exchange is a relevant construct that significantly influences intention to invest. Also, the mediating role of PR is found to be strong in a developing market such as Turkey, but weak in a developed market like Ireland. Research limitations/implications One limitation of this paper is its inclusion of individual investors as the unit of analysis while leaving out institutional ones. The second limitation is the difficulty in generalizing the results to overall country populations. Practical implications This paper offers managerial implications regarding the need for emphasizing “stock exchange brand,” besides corporate brands traded, and customizing the management of brand-related influencers in investment decisions according to country context. Originality/value The impact of corporate brands in investment choices has been demonstrated before, but the influence of intermediaries – stock exchanges – through which investments are transacted, has not yet been investigated. This study addresses this gap, and further shows the differing extent of PR in this relationship between a developed and a developing country setting.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

Inspiring winery experiences to benefit destination branding? Insights from wine tourists at Yantai, China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kyuho Lee ◽  
Stella Kladou ◽  
Ahmet Usakli ◽  
Yunxia Shi
Keyword(s):  
Service Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Wine Tourism ◽  
Chinese Wine ◽  
Destination Brand ◽  
The Impact

PurposeThe purpose of this study is to explore the impact of service quality on the formation of destination brand equity through customer satisfaction at a winery, from the perspective of Chinese wine tourists.Design/methodology/approachThis study utilized a survey research design. A convenience sample of 311 visitors to a major winery located in Yantai, China, was surveyed, and 265 useable questionnaires were analyzed. To analyze the data, the study used partial least squares structural equation modeling (PLS-SEM).FindingsThe results of the study reveal that service quality at a winery is a significant determinant of winery satisfaction among Chinese wine tourists, which in turn affects the brand equity of a wine tourism destination.Research limitations/implicationsThis study contributes to the growing body of literature focusing on identity-based branding in the context of wine tourism. As such, this study brings together knowledge of a place branding dimension (i.e. destination brand equity), satisfaction and tourism experience at a winery.Practical implicationsThe results suggest that the road to favorable assessments of a wine destination brand (macro level) go through a satisfying experience at a winery (micro level). Therefore, the need to co-create the wine experience through various stakeholders' involvement is crucial for the success of wine tourism.Originality/valueExtant wine studies often highlight western wine tourists' behavior and examine central behavioral constructs such as winery service quality and satisfaction. This study extends previous research by: (1) investigating the issue from Chinese wine tourists' perspective and (2) integrating the destination brand equity of a wine region to current investigations that commonly focus on the service quality of a winery and wine tourists' satisfaction.

The moderating effect of e-bank structure on French consumers’ trust

2019 ◽  
Vol 38 (2) ◽  
pp. 501-528 ◽  
Author(s):  
Souheila Kaabachi ◽  
Selima Ben Mrad ◽  
Anne Fiedler
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Online Trust ◽  
Bank Structure ◽  
Website Features ◽  
The Impact

Purpose The purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty. Design/methodology/approach A non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data. Findings Findings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust. Practical implications To promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites. Originality/value This study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.

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.

E-commerce brand

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Weisheng Chiu ◽  
Heetae Cho
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Content Type ◽  
Proposed Model ◽  
Gender And Age ◽  
Brand Leadership ◽  
The Impact ◽  
Over 40 Years

PurposeThe purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model.Design/methodology/approachAn online survey was administered to Chinese consumers (n=476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in this study.FindingsThe results showed that all factors of perceived brand leadership (i.e. quality, value, innovativeness and popularity) have positive influences on satisfaction, and in turn satisfaction significantly affects repurchase intention. Also, value and popularity have positive influences on repurchase intention. In addition, gender differences were found in the proposed model. More specifically, the influence of quality on satisfaction was stronger for male consumers, while the impact of popularity on satisfaction was stronger for female. In terms of age differences, the influence of quality on satisfaction was stronger for the consumers over 40 years old as compared to the younger consumers (i.e. the 20s). Moreover, the influence of innovativeness on satisfaction and repurchase intention was stronger for the 20s consumers as compared to the consumers who are over 40 years old.Originality/valueThis study attempts to apply the concept of brand leadership to the e-commerce setting by addressing differential consumption decision-making process. In addition, different gender and age groups reveal unique preferences and consumption patterns.

Perceived credibility of online hotel reviews and its impact on hotel booking intentions

2019 ◽  
Vol 31 (9) ◽  
pp. 3465-3483 ◽  
Author(s):  
Uttam Chakraborty
Keyword(s):  
Structural Equation ◽  
Positive Impact ◽  
Online Reviews ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Credibility ◽  
Booking Intentions ◽  
Hotel Booking ◽  
The Impact

Purpose This study aims to evaluate the vitality of source, receiver and message factors on credibility assessment of online hotel reviews. Further, the current study determines the effects of perceived credibility of online reviews (PCOR) on hotel booking intentions (HBI). Design/methodology/approach The current study performs reliability analysis to determine the internal consistency of the measurement scales and to ensure the uni-dimensionality of the measurement scales the present study performs exploratory factor analysis. Further, the present study performs structural equation modeling to identify the relationships between the variables. Findings Two-sided online reviews have a more significant positive impact on PCOR as compared to the effects of receiver, review quality, review consistency and negative-sided online reviews. Originality/value This is one of the first study that analyses the impact of source, receiver and message on PCOR. Moreover, the present study offered theoretical justification behind the factors that affect the authenticity of online hotel reviews and its effects on HBI.

How types of organizational culture and technological capabilities contribute to organizational learning

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Taghreed Al Dari ◽  
Fauzia Jabeen ◽  
Matloub Hussain ◽  
Dana Al Khawaja
Keyword(s):  
Organizational Culture ◽  
Organizational Learning ◽  
United Arab Emirates ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Technological Capabilities ◽  
Content Type ◽  
Study Results ◽  
The Impact

Purpose This study aims to develop a theoretical framework of the impact of clan and hierarchy cultures and knowledge technological capabilities on organizational learning. Design/methodology/approach A questionnaire survey was used to collect data from 693 employees working in knowledge management centers in various law and enforcement units in the United Arab Emirates (UAE). Structural equation modeling was used to test the relationships between the variables. Findings The findings show that the clan culture had a significant negative effect on organizational learning. However, hierarchy culture and knowledge technological capabilities had a significant positive impact in predicting organizational learning behavior. Research limitations/implications The study focuses on a specific type of public organization only, which somewhat limits the generalizability of the research results. Second, as the study was cross-sectional, the causal relationships could not be inferred directly. The study results will help policymakers create a learning organization by examining the impact of organizational culture and knowledge of technological capabilities. Originality/value This paper has added knowledge about the relationship between culture types, knowledge technological capabilities and organizational learning, particularly in the UAE. This study helps to bridge the gap in research on culture and knowledge technological capabilities and organizational learning.

Learning nuggets, personalized eLearning (PeL) and product training for professionals with niche skills: a case study from India

2018 ◽  
Vol 32 (4) ◽  
pp. 18-21
Author(s):  
Shirshendu Roy ◽  
Samar Bhattacharya ◽  
Prasun Das
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Doctoral Program ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Competency Development ◽  
Positive Role ◽  
Content Type ◽  
Indian Context ◽  
The Impact

Purpose This paper aims to describe the impact of personalized eLearning (PeL) using small videos and simulations. It sets out the results of a research project carried out across four Indian organizations. Design/methodology/approach This is an empirical study. The respondents completed product training using small videos and simulations as training content. The courses were assigned to learners using PeL concept. An online survey was conducted to capture feedback on learning content and process, followed by structural equation modeling (SEM) to explain the acceptance. Findings The research concluded that flexibility and engagement play an important role in competency development using eLearning. It also revealed the positive role of small videos, simulations, and PeL to improve product knowledge. The research findings are consistent with earlier studies. Research limitations/implications The pilot study was a part of a thesis topic for a doctoral program. The study is limited to four domains, namely, aerospace engineering, biological science, thermodynamics, and nuclear research. More studies are required to generalize results. Data were collected through self-responses and focus group discussion. Hence, the “perception” of respondents has some influence on the overall outcome. Practical implications The foundation’s result will help learning & development (L&D) professionals and courseware designers to identify important factors for small video and simulation-based learning in an Indian context. The recommendations will help practitioners design effective PeL content for product training. Originality/value This research increases the knowledge base related to competency development using eLearning for product training in an Indian context.

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