The relationships of brand experience, sports event image and loyalty

2019 ◽  
Vol 20 (4) ◽  
pp. 567-582 ◽  
Author(s):  
V.G. Girish ◽  
Choong-Ki Lee
Keyword(s):  
Structural Equation ◽  
The Body ◽  
Equation Modeling ◽  
Brand Experience ◽  
Sporting Events ◽  
Content Type ◽  
Social Cause ◽  
The Impact ◽  
The Relationship ◽  
Event Image

Purpose The purpose of this paper is to investigate the relationships among brand experience, sports event image and loyalty in the Jeju International Ultramarathon Race. Design/methodology/approach Data were collected from 313 ultramarathon runners during the 16th Jeju International Ultramarathon Race. Statistical analyses were carried out using confirmatory factor analysis and structural equation modeling. Findings An analysis of the relationship between brand experience and sports event image revealed that affective experience is the most influential dimension, followed by sensory and behavioral experiences. However, intellectual experience showed insignificant relationship. Sports event image indicated a positive effect on word-of-mouth and revisit intention. Research limitations/implications Ultramarathon races are sporting events with few participants, even though it is becoming more popular. The attitude, motivation and personality of people participating in these races may be different in terms of the extreme characteristic and endurance level of sports activity. If the results of this study need to be generalized with other sports event images, a comparative study may help to understand the personality traits of people participating in ultramarathon races and other sports. Practical implications As ultramarathon races are not yet popular sports, to target more people, behavioral experience has an influential role because it is action oriented and actively engages the body. Enriching consumer life by facilitating and creating opportunities to physically experience as well as showing them alternate ways of doing things may attract them to substitute lifestyle and interactions (Pine and Gilmore, 1999). Few other popular endurance race events organize short-distance races and kid races for fun (e.g. Lavaredo Ultra trail race), to engage friends and family members before the start of the main event. Doing so may provide an opportunity to attract more runners, and they may engage in running activities and participate in these kinds of events later, after having this sort of casual experience. Social implications Social networking sites may be used to maintain continuous interaction with the runners and followers. Supporting a social cause is another measure to generate the intellectual experience of sports events. The result of this study shows no significant relationship between intellectual experience and the sports event image. To increase the worldwide popularity of this race and to attract more international runners, a judicious use of web platforms may be an option to maintain regular contact with a wider group of audience. Originality/value This study is the first to examine the relationship between brand experience and sports event image in an ultramarathon event context. Findings contribute to an understanding of the impact of brand experience on sports event image, thereby influencing the loyalty of runners participating in an ultramarathon event.

Antecedents of horizontal logistics collaboration in agri-food supply chains

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ismail Badraoui ◽  
Ivo van der Lans ◽  
Youssef Boulaksil ◽  
Jack G.A.J. van der Vorst
Keyword(s):  
Supply Chains ◽  
Food Supply ◽  
Structural Equation ◽  
The Body ◽  
Equation Modeling ◽  
Content Type ◽  
Operational Conditions ◽  
Food Supply Chains ◽  
The Impact ◽  
The Relationship

PurposeThis study investigates the impact of agri-food supply chains (AFSCs) characteristics on the antecedents of horizontal logistics collaboration (HLC). Specifically, the study compares the relationship between collaboration activities and outcomes for companies in and outside AFSCs.Design/methodology/approachFirst, a survey was used to collect data from different industries. Second, confirmatory factor analysis and structural equation modeling were applied to compare the measurement and structural models from different industry categories.FindingsThe results support the premise that collaboration improves trust and commitment in the relationship, which in turn enhance satisfaction. The results also show the existence of a minor influence of AFSCs characteristics on HLC antecedents, in the form of an indirect impact of dedicated investments on commitment.Practical implicationsThe factors having a significant influence on the collaboration outcomes and their respective effects are generally similar across food and nonfood supply chains, providing opportunities for interdisciplinary and collaboration experiences.Originality/valueThis research contributes to the body of knowledge on interfirm collaboration by considering the specificities of HLC. It also highlights the importance of conducting contingency research on collaborative experiences, as firms from different industry contexts operate under distinct operational conditions.

Brand hate and retaliation in Muslim consumers: does offensive advertising matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Uzma Noor ◽  
Mahnaz Mansoor ◽  
Sajeela Rabbani
Keyword(s):  
Structural Equation ◽  
Partial Least Square ◽  
The Body ◽  
Least Square ◽  
Equation Modeling ◽  
Content Type ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship ◽  
Brand Hate

Purpose This study aims to investigate the generation of negative emotions and behavior in Muslim consumers from their attitude toward offensive advertising. Mediation of brand hate between attitude toward offensive advertising and brand retaliation was examined. The conditional indirect impact of religiosity on attitude toward offensive advertising and brand retaliation through brand hate was also realized. Design/methodology/approach A cross-sectional research design was used using the mall intercept survey technique. Data were collected from 380 respondents visiting the malls in the areas of Pakistan’s twin cities (Rawalpindi and Islamabad) after ensuring appropriateness for the study. Partial least square–structural equation modeling through SmartPLS software was used as a statistical technique to test the hypotheses. Findings The findings confirm that attitude toward offensive advertising affects brand hate and brand retaliation positively. The conditional indirect effect of religiosity on the relationship of attitude toward offensive advertising and brand retaliation has also proved significant. Originality/value The present study has filled a significant gap in the literature of brand hate by introducing brand hate as a mediator in the relationship of attitude toward offensive advertising and brand retaliation. It further added in the body of knowledge of brand hate by a moderated mediation mechanism of religiosity on the relationship of attitude toward offensive advertising and brand retaliation through brand hate. The present study has considered the non-offensive product being promoted through offensive advertising and explored the impact of attitude toward offensive advertising on brand hate and brand retaliation in Muslim consumers.

Animation intensity of sponsorship signage

2018 ◽  
Vol 8 (2) ◽  
pp. 177-194
Author(s):  
Felix Otto ◽  
Christopher Rumpf
Keyword(s):  
Structural Equation ◽  
Linear Regression Analysis ◽  
Video Clip ◽  
The Body ◽  
Equation Modeling ◽  
Sporting Events ◽  
Content Type ◽  
Body Of Knowledge ◽  
The Impact ◽  
Practical Implications

Purpose Visual animation of sponsorship signage has become a frequently used technique at televised sports with the aim to increase viewer attention. The purpose of this paper is to investigate the impact of animation intensity of sponsorship signage on sport viewers’ attention and to examine viewers’ visual confusion as a reaction to increasing animation intensity. Design/methodology/approach Based on a lab experiment, eye-tracking methodology was applied to analyze the participants’ visual attention to animated sponsorship signage. The stimulus films showed a highlight video clip of a tennis match and included five different intensity levels of animated signage. The hypothesized causal relationships were tested by using linear regression analysis and structural equation modeling. Findings The results demonstrate that animation intensity of sponsorship signage positively influences sport viewers’ attention. The findings also reveal that animation intensity has no significant effect on sport viewers’ visual confusion. Practical implications The findings suggest the use of higher animation intensity levels for effective sponsorship communication in sports broadcasts. Furthermore, there is still more potential to improve sponsorship communication at televised tennis events as viewer confusion was not affected by animation intensity. Originality/value This research contributes to the body of knowledge by taking into account different intensity levels of animated sponsorship signage in a tennis event context. It is the first study that demonstrates the impact of animation intensity to improve sponsorship communication at televised sporting events.

Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy

2020 ◽  
Vol 14 (4) ◽  
pp. 505-524
Author(s):  
Dhananjay Bapat
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Branding Strategy ◽  
Content Type ◽  
Main Effect ◽  
Antecedents And Consequences ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this study is to explore the impact of advertising, brand-related-stimuli, on the dimensions of sensory, emotional and intellectual brand experience. Design/methodology/approach The study is divided into two parts. In the first part, the objective is to examine antecedents to brand experience dimensions for umbrella brand and product brand using an experimental study; in the second part, the relationship among brand experience dimensions, brand experience evaluation and brand loyalty was examined using structural equation modeling by incorporating the measures after exposure to advertisement for both types of brands. Findings Based on a 2 × 2 factorial design, the results confirm that the main effect of advertisement exists on sensory, emotional and intellectual brand experience. For product brand, brand experience evaluation was mediator between both intellectual brand experience and emotional brand experience with brand loyalty. The effect of interaction between branding strategy and advertisement was not significant. For an umbrella brand, brand experience evaluation acted as a mediator between emotional brand experience dimension and brand loyalty. For product brand, brand experience evaluation acted as a mediator between both intellectual brand experience and emotional brand experience dimension with brand loyalty. Research limitations/implications The research has implications with regard to the antecedents and consequences of brand experience and offers implications for branding strategy. Originality/value The present study is integrated and comprehensive, as it covers various facets of brand experience.

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.

Emotional brand attachment: a factor in customer-bank relationships

2016 ◽  
Vol 34 (2) ◽  
pp. 136-150 ◽  
Author(s):  
Shalom Levy ◽  
Hayiel Hino
Keyword(s):  
Factor Analysis ◽  
Conceptual Framework ◽  
Structural Equation ◽  
Positive Relationship ◽  
Service Providers ◽  
Equation Modeling ◽  
Emotional Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose – The purpose of this paper is to evaluate the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. In particular, the study examines the impact of the emotional attachment factor while treating established effecting variables by employing a new conceptual framework that integrates these variables. Design/methodology/approach – The study employs data collected from a survey involving 436 participants. The study employs Exploratory Factor Analysis and Confirmatory Factor Analysis methods following a path analysis method and structural equation modeling for testing research hypotheses. Findings – The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between customers’ emotional attachment toward bank service providers and bank loyalty. Specifically, the findings show a significant, direct and positive relationship between the customer’s emotional attachment and bank loyalty; an indirect positive relationship also exists through the connection of customer satisfaction. The study distinguishes between two integrated pathways consumers possibly follow when making decisions about services: the conscious decision-making process path and the emotional process path. Practical implications – The paper provides managerial and planning implications to bank service providers who seek to achieve excellent performance and a positive brand personality, thus maintaining long-lasting relationships with their customers. Originality/value – The study is among the few empirical works to specifically examine the impact of customers’ emotional attachment on bank loyalty and contributes to the available literature in that it suggests a systematic conceptual framework that evaluates the impact of key factors on bank loyalty.

Perceived servant leadership: the impact of servant leadership on intrinsic and extrinsic job satisfaction

2020 ◽  
Vol 28 (2) ◽  
pp. 27-29
Keyword(s):  
Job Satisfaction ◽  
Factor Analysis ◽  
Servant Leadership ◽  
Structural Equation ◽  
Service Sector ◽  
The Body ◽  
Equation Modeling ◽  
Good Reliability ◽  
Content Type ◽  
The Impact

Purpose The purpose of this study is to assess the impact of perceived servant leadership on the intrinsic and extrinsic job satisfaction of followers. Design/methodology/approach Data was gathered from the responses of 205 employees working in service- sector organizations in Kuwait as part of a larger questionnaire survey on employee satisfaction and leadership. Servant leadership was then measured using Liden’s (2008) 28 item servant leader instrument and analyzed using factor analysis and structural equation modeling. Findings The results suggest that the seven factor model proposed by Linden (2008) is shown to be valid in this study with good reliability. In addition a second-order factor analysis showed strong positive correlations were found between servant leadership and both intrinsic (0.69) and extrinsic (0.08) job satisfaction. Practical implications Promoting altruistic approaches to leadership which increases extrinsic and intrinsic job satisfaction will have a positive effect on the organizational goals. Leaders should be made aware of this so they can put interventions in place to improve overall performance. Originality/value This paper is of value as research examining the relationship between servant leadership and job satisfaction has been limited so it adds to the body of knowledge with particular relevance to the nature of this relationship in the service sector in the Middle East.

Promoting safety participation through diversity and inclusion climates

2016 ◽  
Vol 9 (3) ◽  
pp. 308-327 ◽  
Author(s):  
Anna Paolillo ◽  
Silvia A. Silva ◽  
Margherita Pasini
Keyword(s):  
Structural Equation ◽  
Well Being ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Main Concern ◽  
Diversity Climate ◽  
Content Type ◽  
Diversity And Inclusion ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of diversity climate and inclusion climate on safety participation behaviors through the mediating effect of the motivation to actively promote safety at work. Design/methodology/approach Participants were 491 workers employed in four Italian metal-mechanical companies. They completed a paper questionnaire containing measures of psychological diversity climate, psychological inclusion climate, safety motivation participation and safety participation behaviors. Data were analyzed with structural equation modeling. Findings Results showed that safety participation motivation fully mediates the relationship between diversity climate and safety participation behaviors, whereas it partially mediates the relationship between climate for inclusion and safety participation behaviors. Practical implications The present findings can help managers to motivate employees in pursuing safety goals independently of compensation or obligation by creating an organization in which the main concern is caring for each other’s well-being. Originality/value This is the first study which has empirically tested the relationships between diversity climate, inclusion climate and safety behaviors. It has extended previous research which simply tested the effects of objective types of diversity on safety performance.

Consumers’ impulsive buying behavior of restaurant products in social commerce

2017 ◽  
Vol 29 (2) ◽  
pp. 709-731 ◽  
Author(s):  
Namho Chung ◽  
Hyo Geun Song ◽  
Hyunae Lee
Keyword(s):  
Structural Equation ◽  
Strong Predictor ◽  
Situational Factors ◽  
Equation Modeling ◽  
Social Commerce ◽  
Content Type ◽  
Hedonic Shopping Value ◽  
Hedonic Shopping ◽  
The Impact ◽  
The Relationship

Purpose First, this paper aims to investigate the impact of impulsiveness on two types of shopping value (e.g. utilitarian and hedonic value) and the urge to buy restaurant products and services impulsively in social commerce environments. Second, the study assesses the impact of situational factors (e.g. scarcity and serendipity) on individuals’ shopping values. Design/methodology/approach Data were collected from 332 participants. By using PLS-graph 3.0, structural equation modeling was conducted. Furthermore, a hierarchical regression model was conducted for testing the mediating and moderating effects. Findings The results indicate that impulsiveness is a strong predictor for two types of shopping value (hedonic and utilitarian) and the urge to buy impulsively. While the hedonic shopping value was found to have a significant influence on the urge to buy impulsively, utilitarian value was not. Scarcity was moderator in the relationships between impulsiveness and both types of shopping value, whereas serendipity was found to moderate only the relationship between impulsiveness and the utilitarian shopping value. Practical implications The findings show that the marketing managers and application developers of social commerce should place their focus on scarcity and serendipity to stimulate consumers in having a hedonic shopping value so to have an urge to buy impulsively. Originality/value First, although most previous studies focused on only rational or planned consumption, this study focused on irrational and unplanned consumption as well. Second, the authors assessed the role of situational factors (scarcity and serendipity) occurring in social commerce and asserted that these factors moderate the relationship between consumers’ shopping values and their urge to buy impulsively.

The impact of innovation strategies on the relationship between supplier integration and operational performance

2019 ◽  
Vol 49 (2) ◽  
pp. 156-177 ◽  
Author(s):  
Jose Benedicto Duhaylongsod ◽  
Pietro De Giovanni
Keyword(s):  
Structural Equation ◽  
Group Analysis ◽  
Operational Performance ◽  
Equation Modeling ◽  
Data Set ◽  
Content Type ◽  
Supplier Integration ◽  
Innovation Strategies ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate whether implementing certain innovation strategies and adopting a portfolio of innovations improve the relationship between supplier integration (SI) and operational performance (OP). Design/methodology/approach The authors test several research hypotheses by using a data set of 173 firms. Data were collected by interviewing managers, presidents and directors, from ten European countries and across nine different industries. The authors use structural equation modeling to estimate the relationships between SI and OP. The authors apply multi-group analysis to test the effects of certain innovation strategies and a portfolio of innovations on these relationships. Findings The authors show that SI improves internal OP but has no direct effect on external OP. The latter can only be improved through well-performing internal operations. The adoption of an incremental product innovation strategy improves the relationship between internal and external OP and leads to more effective SI. Other types of innovations do not help in improving the impact of SI on OP. Finally, the adoption of a portfolio of innovations does not enhance the influence of SI on OP. Thus, firms should focus on a small number of innovations rather than expanding their innovation portfolio to improve the effectiveness of SI on OP. Practical implications When firms aim to improve the impact of SI on OP, they should concentrate on incremental product innovations. Other strategies obtained by combining process, incremental and radical innovations are not adequate for that purpose. An expanded portfolio of innovations does not improve the effect of supplier innovation on OP. Originality/value This research suggests how the impact of SI on OP can be improved by adopting certain innovation strategies and without diversifying the portfolio of innovation projects.

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