What’s love got to do with it? Place brand love and viral videos

2019 ◽  
Vol 30 (1) ◽  
pp. 23-43 ◽  
Author(s):  
Carola Strandberg ◽  
Maria Ek Styvén
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Place Branding ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Cultural Aspects ◽  
Place Brand

Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

scholarly journals Brand love and positive word of mouth: the moderating effects of experience and price

2016 ◽  
Vol 25 (6) ◽  
pp. 527-537 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Juha Munnukka ◽  
Katrine Kiuru
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Extended Model ◽  
Moderating Effects ◽  
Brand Love ◽  
Content Type ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Kashif ◽  
Tulay Korkmaz Devrani ◽  
Aisha Rehman ◽  
Sarminah Samad
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Fashion Brand ◽  
The Relationship ◽  
Brand Hate

PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ibrahim Al Nawas ◽  
Shadi Altarifi ◽  
Nabil Ghantous
Keyword(s):  
Relationship Quality ◽  
Social Presence ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Growth Strategies ◽  
Content Type ◽  
The Difference ◽  
Brand Evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

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.

Effects of customer-based corporate reputation on perceived risk and relational outcomes: empirical evidence from gender moderation in fashion retailing

2017 ◽  
Vol 26 (3) ◽  
pp. 227-238 ◽  
Author(s):  
Gianfranco Walsh ◽  
Mario Schaarschmidt ◽  
Stefan Ivens
Keyword(s):  
Corporate Reputation ◽  
Perceived Risk ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Firm Reputation ◽  
Content Type ◽  
Relational Outcomes ◽  
Customer Outcomes

Purpose Given the strategic importance of firm reputation because of its potential for value creation, extant reputation research focuses on favorable customer outcomes. This study proposes and tests a model that relates the customer-based corporate reputation (CBR) of fashion retailers to customer-perceived risk and two relational outcomes – trust and commitment. In addition, this study aims to test whether or not the hypothesized paths are equally strong for male and female shoppers. Design/methodology/approach Data for this study were collected through an online survey approach. Using a sample of more than 300 retail customers and structural equation modeling, the authors tested the hypotheses. Findings Drawing on previous research, the commitment–trust theory of relationship marketing and signaling theory, the authors find support for direct and indirect links between retailers’ reputation and relational outcomes, the intervening role of perceived risk and the partially moderational role of gender. Practical implications The findings of this research suggest that a retailer’s positive reputation can reduce customers’ risk and engender trust, which in turn promotes customer commitment. Originality/value A growing number of examples suggests that retailers (specially fashion retailers) need to manage their reputation, which can come under threat in myriad ways, and its outcomes. However, so far, no individual study empirically investigated any of these reputation outcomes simultaneously or considered gender differences. Thus, the authors address an important research gap by examining the mechanism through which CBR affects relevant customer outcomes and by considering contextual factors.

The role of customers in co-creating m-services in the O2O model

2017 ◽  
Vol 28 (5) ◽  
pp. 866-883 ◽  
Author(s):  
Jung-Kuei Hsieh
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Cognitive Factors ◽  
Equation Modeling ◽  
Content Type ◽  
Emotional Factors ◽  
Message Source ◽  
Store Environment

Purpose The purpose of this paper is to investigate customer loyalty in the online-to-offline (O2O) model by conceptualizing and measuring emotion and cognition. Design/methodology/approach An online survey was used to collect 514 questionnaire responses. The data were analyzed using structural equation modeling. Findings Three emotional factors influence two cognitive factors, which in turn affect customer loyalty. The type of message source acts as a moderator. In addition to pleasure and arousal, dominance is a key factor of emotion. The effects of social enhancement and store environment on customer loyalty reflect the O2O model’s integration of online and offline environments. Practical implications The moderating role of the type of message source implies that marketers of brick-and-mortar stores can promote positive offline experiences to attract online customers and then encourage these customers to disseminate personal messages in their social circles. By attracting online customers through appealing m-services and retaining these customers through favorable store environments, marketers can maximize the utility of the O2O model. Originality/value Three emotional factors and two cognitive factors are conceptualized to predict customer loyalty in the O2O model. This study shows that the relationships between cognitive factors and customer loyalty are moderated by the type of message source. When check-in activity messages are sent by friends, the perception of social enhancement can lead to greater customer loyalty. In contrast, when check-in activity messages are sent by unfamiliar sources, customer loyalty is driven more by cognition of the store environment than by online interaction. The findings enrich existing knowledge of the O2O model and m-services, and have implications for researchers and marketers.

Factors influencing word of mouth behaviour in the restaurant industry

2017 ◽  
Vol 35 (1) ◽  
pp. 81-110 ◽  
Author(s):  
Mohammad Reza Jalilvand ◽  
Sirous Salimipour ◽  
Mehdi Elyasi ◽  
Mehdi Mohammadi
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Critical Role ◽  
Influential Factors ◽  
Restaurant Industry ◽  
Equation Modeling ◽  
Content Type ◽  
Factors Influencing

Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems particularly important to the marketing of services. This is because services are experiential in nature and difficult to assess before purchase. In the restaurants context there is little research on WOM. The purpose of this paper is to examine the factors that may influence tourists’ WOM about restaurants implying on the critical role of relationship quality. Design/methodology/approach A comprehensive literature review is conducted to identify the major factors influencing WOM in the context of restaurant industry. The study utilizes self-administered questionnaire survey and the target population are the customers who have referred to the restaurants of Tehran, Iran. A convenience sampling approach was utilized to collect a sample of 326 customers. A structural equation modeling procedure is applied to the examination of the antecedents of WOM. Findings The paper found that food quality, personal interaction quality, physical environment quality, and perceived value influence WOM behavior of customer in an indirect way through relationship quality. Practical implications This research conjectured that an understanding of factors that influence the tourist to talk each other about a given restaurant are worthy of additional research. Consequently, the study helps to understand how these factors can provide alternative sources of marketing to attract the long-term economic sustainability of restaurant industry in Iran. Originality/value To the authors’ knowledge, this research will be the first attempt to explore influential factors on WOM in restaurant industry focusing on the critical role of relationship quality. It is expected that researchers will find this research a contribution to the WOM literature, particularly in restaurant industry.

Analyzing the influence of electronic word of mouth on visit intention: the mediating role of tourists’ attitude and city image

2016 ◽  
Vol 2 (2) ◽  
pp. 137-148 ◽  
Author(s):  
Shabnam Doosti ◽  
Mohammad Reza Jalilvand ◽  
Ali Asadi ◽  
Javad Khazaei Pool ◽  
Parisa Mehrani Adl
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
City Image ◽  
Content Type ◽  
Mediating Role ◽  
Tourism Management ◽  
City Tourism

Purpose – The purpose of this paper is to investigate how electronic word of mouth (e-WOM), attitude, and city image affect tourists’ intention to visit a tourism city. Design/methodology/approach – Drawing from the tourism management literature, the authors hypothesize and test the relationships among e-WOM, attitude, overall city image, and visit intentions. Structural equation modeling was conducted to test the proposed relationships among the variables. Findings – The empirical results suggested that e-WOM has a positive and significant influence on tourists’ attitude and overall city image. Further, e-WOM, attitude toward city, and overall city image were significant determinants of visit intentions. Originality/value – The paper contributes to understand the relationship between four constructs of e-WOM, attitude, and overall city image and visit intentions, tested in city tourism in the context of a tourism city.

Dual mechanisms of reinforcement reward and habit in driving smartphone addiction

2019 ◽  
Vol 29 (6) ◽  
pp. 1551-1570 ◽  
Author(s):  
Chongyang Chen ◽  
Kem Z.K. Zhang ◽  
Xiang Gong ◽  
Matthew Lee
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Online Survey ◽  
Value Added ◽  
Equation Modeling ◽  
Smartphone Addiction ◽  
Formation Mechanisms ◽  
Content Type ◽  
Underlying Mechanisms

Purpose In the limited existing research on smartphone addiction, reinforcement reward and automatic habit have been identified as two distinct underlying mechanisms. The purpose of this paper is to better understand the interaction between these two mechanisms, as well as role of smartphone features in activating different formation mechanisms. Design/methodology/approach An online survey with 379 samples was conducted to empirically validate the model. The data were analyzed by structural equation modeling approach. Findings The automatic habit strengthens the driving effects of reinforcement rewards (i.e. perceived enjoyment and mood regulation) on smartphone addiction. Smartphone features activate distinct underlying mechanisms. Value-added function facilitates the perception of reinforcement rewards, while convenience promotes the habit formation. Originality/value This study is one of the first ones that assess the interplay between the two formation mechanisms in the extant literature on smartphone addiction. This study also reveals the dangers of smartphone features which have always been regarded as advantages. The findings contribute to the current understandings of smartphone addiction.

The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites

2014 ◽  
Vol 48 (9/10) ◽  
pp. 1828-1849 ◽  
Author(s):  
Sanjit Kumar Roy ◽  
Walfried M. Lassar ◽  
Gul T. Butaney
Keyword(s):  
Undergraduate Students ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Website Quality ◽  
Content Type ◽  
Confirmatory Factor ◽  
Quality Dimensions ◽  
The Relationship

Purpose – The purpose of the study is to develop and empirically test a model which examines the relationship between e-servicescape dimensions, website quality dimensions, website stickiness, website loyalty and word-of-mouth (WOM). The role of WOM in influencing consumer behaviour is documented in literature. However, despite its growing importance, research on the antecedents of WOM in the e-retail context is sparse. Design/methodology/approach – Data were collected by circulating the questionnaire using an online survey from the graduate and undergraduate students enrolled in a large university in the northeastern USA. Out of 660 questionnaires distributed, 509 were usable. Data were analysed using confirmatory factor analysis and structural equation modelling. Findings – Results show that website stickiness and website loyalty are two different constructs which form the immediate antecedents of WOM. Results also show the indirect effects of e-servicescape and website quality dimensions on WOM. Practical implications – The findings of the study provides a better understanding of the factors likely to influence the WOM behaviour of e-retail store customers. Findings also provide valuable insights into the factors which managers need to focus on to make their e-retail website increasingly stickier. Originality/value – The contribution of the paper lies in eliciting the differences between stickiness to and loyalty to retail websites and extending the research on e-servicescapes.

Sign in / Sign up

Export Citation Format

Share Document