scholarly journals Global and local brand stereotypes: formation, content transfer, and impact

2019 ◽  
Vol 36 (5) ◽  
pp. 675-701 ◽  
Author(s):  
Vasileios Davvetas ◽  
Georgios Halkias
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Social Environments ◽  
Brand Relationships ◽  
Content Type ◽  
Global Brands ◽  
Positive Effects ◽  
Consumer Surveys ◽  
Global And Local ◽  
The Impact

Purpose The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses. Design/methodology/approach One experimental study (Study1, n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2, n=328) and consumer–brand relationships (Study3, n=273). Data were analyzed with experimental techniques and structural equation modeling. Findings The findings suggest that upon categorization under the global or local brand class, individual brands are charged with the stereotypical content of the class. Global brands are predominantly stereotyped as competent while local brands are predominantly stereotyped as warm. Localness-induced warmth has uniformly positive effects, whereas globalness-induced competence acts as a double-edged sword which can both help and harm the brand. Originality/value This research contributes by proposing a novel conceptualization of global and local brands as groups of intentional marketplace agents stereotyped along their intentions and abilities, empirically establishing the process through which individual brands are assigned stereotypical judgments and demonstrating how these judgments impact critical brand outcomes and consumer–brand relationships.

The consumers’ commitment and materialism on Islamic banking: the role of religiosity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junaidi Junaidi ◽  
Ready Wicaksono ◽  
Hamka Hamka
Keyword(s):  
Structural Equation ◽  
Survey Study ◽  
Equation Modeling ◽  
Islamic Banking ◽  
Islamic Banks ◽  
Content Type ◽  
Positive Effects ◽  
Islamic Bank ◽  
Muslim People ◽  
The Impact

Purpose This paper aims to investigate whether and how religiosity (e.g. extrinsic and intrinsic) influences the mediator variables (consumers’ commitment and materialism) in the Islamic bank consumers context. It also examines how the mediators should be influence consumers’ preferences. Design/methodology/approach In total, 658 Muslim people and Islamic bank consumers were recruited for a survey study and structural equation modeling was used to test the research hypotheses. Findings The empirical results indicate that religiosity (e.g. extrinsic and intrinsic) has significant and positive effects on consumers’ commitment and materialism, whereas intrinsic religiosity has no significant effect on consumers’ commitment which subsequently influences consumers’ preference. Furthermore, mediator variables (e.g. consumers’ commitment and consumers’ materialism) have partial mediators between religiosity and consumers’ preferences. Research limitations/implications The current study was limited to Indonesian Muslim people; there is a future need to study consumers’ attitudes and engagement in religious products and services (e.g. Islamic brands). It is can help practitioners, regulators and researchers to observe the dynamic behavior to elaborate on the impact of religion and Islamic products on consumers’ preference. Practical implications The bank managers and regulators should enhance the information of products and services Islamic banks and the difference principle between conventional banks. Moreover, enlighten the consumers about the principle operation of Islamic banks from the perspective of marketing and religiosity. Originality/value This study contributes to consumers’ behavior literature and, specifically, for the decision-making process through developing and testing a model of religious determinants toward Islamic bank products, as well as offers new insights into the determinants of religion and consumers’ decision process toward Islamic banking.

Impact of environmental belief and nature-based destination image on ecotourism attitude

2020 ◽  
Vol 3 (4) ◽  
pp. 489-505
Author(s):  
Chi Nguyen Thi Khanh ◽  
Le Thai Phong
Keyword(s):  
Convergent Validity ◽  
Structural Equation ◽  
Discriminant Validity ◽  
Time Perspective ◽  
Reliability And Validity ◽  
Destination Image ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
The Impact

PurposeThis study examines the direct and indirect impact of environmental belief, nature-based destination image and time perspective on tourist attitude towards ecotourism.Design/methodology/approachData was collected through a structured questionnaire survey conducted in Vietnam. The dataset consists of 479 valid responses by Vietnamese tourists. Correlation analysis and structural equation modeling (SEM) were used to test the causal relationships among time perspective, environmental belief, nature-based destination and ecotourism attitude. Confirmatory factor analysis (CFA) is conducted to verify the reliability and validity of each latent construct, and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted (AVE) for the latent constructs.FindingsThis study finds statistically significant and positive effects of time perspective, environmental belief and nature-based destination image on ecotourism attitude. The results also indicate that environmental belief is found to have statistically significant effects both direct and indirect on ecotourism attitude; its indirect effect is transmitted through nature-based destination image. Our findings demonstrate empirically that tourists are mainly attracted by natural environment sites and that tourists having environmental beliefs are likely to engage in ecotourism than other types of tourism by first influencing their attitude.Research limitations/implicationsOne limitation is associated with our measurement method, which relies on respondents’ self-ratings of their activities. Second, our study is based on internal consistency assessments for establishing construct reliability and validity, which might be the problem of measurement misspecification in tourism research and hinder us to adequately capture the dynamic nature of the variables and the underlying relationships. Third, the survey is conducted in one specific ecotourism nation like Vietnam, and thus, the findings must also be explained in this case.Practical implicationsPolicymakers need to pay careful attention to the planning and conservation of local resources, as well as infrastructure, for ecotourism development. Moreover, the management of eco-site needs to maintain ecology properly, provide an authentic ecotourism experience to improve ecotourism destination. Otherwise, ecotourism operators should focus on marketing strategies to increase traditional and natural values and promote eco-friendly social standards for fostering demand.Originality/valueThis study examines an integrated model analyzing the impact of time perspective, environmental belief and nature-based destination on tourist attitude towards ecotourism. This study reveals the understanding of how individuals’ view towards belief in environment and location image, influences their attitude to engage in ecotourism. The study provides several implications for practice.

scholarly journals A contextual analysis of the impact of strategic sourcing and E-procurement on performance

2015 ◽  
Vol 30 (1) ◽  
pp. 1-16 ◽  
Author(s):  
Minkyun Kim ◽  
Nallan C Suresh ◽  
Canan Kocabasoglu-Hillmer
Keyword(s):  
Firm Performance ◽  
Product Life Cycle ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Content Type ◽  
Strategic Sourcing ◽  
Research Results ◽  
Positive Effects ◽  
The Impact

Purpose – The aim of this study is to investigate the relationships among strategic sourcing, e-procurement and firm performance, along with the moderating effects of business characteristics and environmental factors on these relationships. Design/methodology/approach – This empirical investigation relies on structured survey responses from 137 managers of US manufacturing firms. The partial least squares-based structural equation modeling approach is used for data analysis. Findings – The research results confirm that both strategic sourcing and e-procurement have a positive effect on firm performance. In addition, e-procurement is also found to have a positive impact on strategic sourcing. In addition, the research results suggest that business characteristics and the environment, especially the degree of competition, market turbulence, firm size and stage in product life cycle moderate these relationships significantly. The positive effects of strategic sourcing and e-procurement on firm performance are particularly enhanced under the right conditions. Originality/value – This research is the first, to the best of our knowledge, to provide insights into the joint effects of strategic sourcing and e-procurement, and how business characteristics and the environment affect their roles on firm performance. In addition, firm performance is evaluated as a multi-dimensional construct involving financial, operational and supply chain aspects, with the measurements consisting of several second-order constructs. The study makes both theoretical and practical contributions.

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
Yun Chen ◽  
Muhammad Abrar ◽  
Nilesh Kumar ◽  
Amar Razzaq
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Asian Countries ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
The Impact

PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

“Green” practices as antecedents of functional value, guest satisfaction and loyalty

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mihaela Simona Moise ◽  
Irene Gil-Saura ◽  
María-Eugenia Ruiz-Molina
Keyword(s):  
Structural Equation ◽  
Perceived Value ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Revisit Intention ◽  
Functional Value ◽  
Green Practices ◽  
Guest Satisfaction ◽  
The Impact

PurposeTo respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of environmentally conscious consumers. This paper aims to propose and test the relationship between these “green” initiatives and functional value as perceived by tourists, guest satisfaction and intentions to revisit the hotel and to spread positive word-of-mouth (WOM).Design/methodology/approachA sample of 378 guests who stayed in a three- and four-star hotel was used. Structural equation modeling (SEM) was used to test the proposed relationships. Confirmatory factor analysis and structural equational modeling were used to test the proposed model.FindingsThe results of the data analysis indicated that the impact of “green” practices on perceived value, satisfaction, intention to revisit and WOM. In addition, the positive effects of functional value on guest satisfaction and WOM are also confirmed.Practical implicationsCustomers' revisit intention is not only created when hotels implement “green” practices, but also when the degree of customer satisfaction with the hotel increases. In this sense, managers are encouraged to pay more attention to environmental initiatives as an essential tool to increase the level of guests' satisfaction.Originality/valueThe study yields several implications that can be helpful for managers while devising green marketing strategies for the hotel sector. The results show that guests tend to develop greater levels of loyalty to a specific hotel when they are satisfied with the services offered by the hotel. In this sense, the environmental measures implemented by companies are a key strategic tool, given their essential role in the construction of perceived value, guest satisfaction as well as WOM and revisit intention.

scholarly journals I can’t stop hating you: an anti-brand-community perspective on apple brand hate

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clarinda Rodrigues ◽  
Amélia Brandão ◽  
Paula Rodrigues
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Relationship ◽  
The Impact ◽  
The Given ◽  
First Time ◽  
Brand Hate

Purpose This paper aims to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers of brand hate of global and prominent brands. It investigates for the first time the role of brand in triggering brand hate, as well as behavioral and emotional brand hate outcomes, i.e. willingness to punish and negative brand engagement. Additionally, it explores the impact of product ownership and previous love feelings in the formation of brand hate. Design/methodology/approach The data collection was conducted on two Apple anti-brand communities after the given consent of its administrators. Data analysis was performed using structural equation modeling. Findings The paper suggests that brand hate is a construct with four first-order formative triggers (symbolic incongruity, ideological incompatibility, negative past experience and brand inauthenticity). It also demonstrates that brand hate is a dichotomous concept that comprises negative emotional dimensions (i.e. negative brand engagement) and behavioral dimensions (i.e. brand aversion, negative word-of-mouth and willingness to punish brands). Finally, it shows how brand hate differs among users vs non-users and passionate vs non-passionate consumers of Apple. Originality/value This paper contributes to the literature on negative consumer-brand relationships by advancing knowledge on the key triggers and outcomes of brand hate of global and prominent brands. More importantly, it demonstrates empirically that brand hate does not occur at a specific point of time and may result in transient hatred motivated by emotion-eliciting events (e.g. using a product) or as a long-term consumer-brand relationship that changed from love to hatred.

Building stronger hospitality brands through online communities

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

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

Drivers of brand credibility in consumer evaluation of global brands and domestic brands in an emerging market context

2020 ◽  
Vol 29 (7) ◽  
pp. 849-861 ◽  
Author(s):  
Ankur Srivastava ◽  
Dipanjan Kumar Dey ◽  
Balaji M.S.
Keyword(s):  
Structural Equation ◽  
Emerging Market ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Content Type ◽  
Consumer Evaluation ◽  
Global Brands ◽  
Brand Credibility ◽  
The Impact

Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

How retailer coupons increase attitudinal loyalty – the impact of three coupon design elements

2014 ◽  
Vol 48 (3/4) ◽  
pp. 699-721 ◽  
Author(s):  
Ralf Wierich ◽  
Stephan Zielke
Keyword(s):  
Cognitive Processing ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Design Data ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Design Elements ◽  
Positive Effects ◽  
The Impact

Purpose – The aim of this paper is to investigate how different design elements of retailer coupons increase the attitudinal loyalty towards retailers. Design/methodology/approach – Three design elements are manipulated in a 2x2x2 experimental design. Data is analysed using structural equation modeling. Findings – The results demonstrate that addressing customers personally and face value have a positive impact on attitudinal loyalty. Surprisingly, the positive effect of personalization is stronger than that of typical variations in face value. In contrast, a high minimum purchase amount restriction has a negative total effect on loyalty and neutralizes the positive effects generated by personalization. The results illustrate further that personalization influences loyalty via self-reference and enjoyment independently of any cognitive evaluation of the coupon, while face value and the minimum purchase amount require at least some cognitive processing to have a loyalty impact. Research limitations/implications – Future studies can use the developed framework to test the impact of other design elements, promotion types or loyalty schemes. Practical implications – The results underline that personalization offers opportunities for increasing loyalty without the necessity of large investments. As these effects can occur without redemption, coupon promotions should not be evaluated based on redemption rates only. Originality/value – The study extends existing research by focusing on retailer coupons, analyzing the combined loyalty effects of three coupon design elements and developing a framework to analyze direct and indirect loyalty effects as well.

Person–environment fit and its effects on employees’ emotions and self-rated/supervisor-rated performances

2017 ◽  
Vol 29 (5) ◽  
pp. 1447-1467 ◽  
Author(s):  
Yong-Ki Lee ◽  
Soon-Ho Kim ◽  
Min-Seong Kim ◽  
Ho-Seok Kim
Keyword(s):  
Task Performance ◽  
Structural Equation ◽  
Positive Emotions ◽  
Empirical Support ◽  
Equation Modeling ◽  
Content Type ◽  
Positive Effects ◽  
Person Organization Fit ◽  
The Impact ◽  
And Task

Purpose Seeking to build a deeper understanding of a higher level of hospitality in terms of employee task performance, this study aimed to explore different person–environment (P–E) fit types and the corresponding effects on hotel employees’ emotions and task performance, evaluated by both the employees themselves and their supervisors. Design/methodology/approach Frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling method. Findings The results indicated that person–organization fit was associated with emotions toward the organization, the team and the job. However, this study did not provide empirical support for hypotheses that person-team fit affected emotions. Person–job fit was also associated with positive emotions toward the organization and the job, unlike with the team. Organization emotion had positive effects on both task performances, whereas no effect was reported between team emotion and task performances. Practical implications The study suggests that hotels’ human resource administrators may want to focus on developing and strengthening P–E fit and emotional responses. Originality/value This research illustrates the impact of three types of P–E fit on self-rated and supervisor-rated performance and examines the significant mediating role of three types of emotion.

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