I like you, but only if not too successful: male spokespersons effectiveness

2019 ◽  
Vol 37 (1) ◽  
pp. 110-123
Author(s):  
Feray Adıgüzel ◽  
Carmela Donato
Keyword(s):  
Purchase Intention ◽  
Negative Influence ◽  
Mediating Effect ◽  
Negative Effects ◽  
High Involvement ◽  
Content Type ◽  
Simultaneous Effect ◽  
Marketing Effectiveness ◽  
The Relationship ◽  
Attractive Male

Purpose This paper aims to examine and compare the simultaneous effect of financially successful appeals and attractiveness for male spokespersons, as well as explain why and when this effect happens based on the viewer’s gender. Design/methodology/approach Two studies were designed by manipulating the success (vs absent) and attractiveness (vs average looking) of a male spokesperson and compared his marketing effectiveness in terms of purchase intention and advertising attitude. Additionally, the influence of gender through the mediating effect of negative/positive affect was compared. Findings Participants indicated lower purchase intention and advertising attitude in light of the success appeal in both studies; however, this effect was influenced by attractiveness in case of high involvement product. Additionally, success had a greater effect on ad effectiveness than attractiveness. Only for males, negative affect mediated the relationship between ad effectiveness and exposure to a successful spokesperson. Practical implications Practitioners should be aware of the negative influence of a financially successful spokesperson overall, especially if he is also very attractive and the product is a high involvement one targeting males. On the contrary, attractiveness of a successful spokesperson might cancel out negative effects for those products targeting females. Originality/value This study differs from previous studies by considering the simultaneous effect of successful and/or attractive male spokespersons on adult sample instead of college students and examine the effects for high and low involvement product.

Consumers' perceptions and responses towards online retailers' CSR

2020 ◽  
Vol 48 (12) ◽  
pp. 1277-1299
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Social Trust ◽  
Current Knowledge ◽  
Mediating Effect ◽  
Brand Identification ◽  
Content Type ◽  
Online Retailers ◽  
Consumer Purchase Intention ◽  
The Relationship

PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

High involvement work systems, happiness at work (HAW) and absorptive capacity: a bathtub study

2020 ◽  
Vol 42 (4) ◽  
pp. 949-970 ◽  
Author(s):  
Andrés Salas-Vallina ◽  
Manoli Pozo-Hidalgo ◽  
Pedro-Gil Monte
Keyword(s):  
Absorptive Capacity ◽  
Management Practices ◽  
Organizational Outcomes ◽  
Mediating Effect ◽  
Work Systems ◽  
High Involvement ◽  
Content Type ◽  
Positive Attitudes ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this research is to examine the impact of high-involvement work systems (HIWS) on absorptive capacity. In addition, the mediating effect of happiness at work in the relationship between high-involvement work practices and absorptive capacity is analyzed.Design/methodology/approachA 2-1-2 bathtub multilevel mediation model was used to analyze a sample of 783 employees from 111 bank branches, gathering data at three different times.FindingsThe results reveal that HIWS positively affect absorptive capacity. In addition, they show that happiness at work partially mediates the relationship between HIWS and absorptive capacity.Originality/valueHappiness at work is a fundamental element for knowledge absorption. The findings support the basic assumptions of the job demands-resources model, and demonstrate how HIWS, acting as a job resource, lead to positive attitudes (happiness at work) and, in turn, to positive outcomes (absorptive capacity). The proposed HIWS, based on the assumptions of the mutual gains model, reveal a positive employment relationship with effects on both HAW and organizational outcomes. If organizations expose their employees to management practices that have specific benefits for their HAW, employees are more likely to perform their jobs in ways that will promote their absorptive capacity.

From workaholism to burnout: psychological capital as a mediator

2017 ◽  
Vol 10 (3) ◽  
pp. 213-227 ◽  
Author(s):  
Fiona Moyer ◽  
Shahnaz Aziz ◽  
Karl Wuensch
Keyword(s):  
Online Survey ◽  
Psychological Capital ◽  
Educational Institution ◽  
Personal Accomplishment ◽  
Mediating Effect ◽  
Three Dimensions ◽  
Negative Effects ◽  
Content Type ◽  
Heavy Work ◽  
The Relationship

Purpose The purpose of this paper is to examine the relationships among workaholism, psychological capital (PsyCap), and burnout, as well as investigate the potential mediating effect of PsyCap on the relationship between workaholism and burnout. Design/methodology/approach Data on workaholism, PsyCap, and burnout were collected, through administration of an online survey, from 400 faculty and staff at a large Southeastern university. Findings Workaholism is negatively related to PsyCap and is positively related to burnout, while PsyCap is negatively correlated with burnout. Moreover, while tested in a mediation model, PsyCap appeared as a significant mediating variable for all three dimensions of burnout (i.e. emotional exhaustion, depersonalization, and personal accomplishment). Research limitations/implications Future researchers may benefit from examining a sample outside an educational institution. Also, both workaholism and burnout may be better suited for studies utilizing longitudinal designs. That said, the data reveal information about the process whereby tendencies indicative of heavy work investment lead to burnout within employees. That is, workaholism leads to lower PsyCap, which then results in burnout. Practical implications The results suggest that employers may benefit from considering the negative effects of heavy work investment and maintaining a culture that discourages such behavior. It might also be beneficial for employers to ensure that employees have a heightened PsyCap and, therefore, are safeguarded against burnout. Originality/value This is the first study to examine the influence that employee PsyCap has on the development of workaholism and burnout by examining its role as a mediator.

Role of conspicuous value in luxury purchase intention

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Purchase Intention ◽  
Subjective Norm ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Content Type ◽  
Gen Y ◽  
Market Growth ◽  
Need For Uniqueness ◽  
The Relationship

PurposeGeneration Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsThe findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.Originality/valueThis is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Disentangling the relationship between high-involvement-work-systems and job satisfaction

2016 ◽  
Vol 38 (4) ◽  
pp. 620-642 ◽  
Author(s):  
Andrea Ollo-López ◽  
Alberto Bayo-Moriones ◽  
Martin Larraza-Kintana
Keyword(s):  
Job Satisfaction ◽  
Secondary Data ◽  
Negative Effects ◽  
Data Set ◽  
Work Systems ◽  
High Involvement ◽  
Content Type ◽  
Mediating Mechanisms ◽  
Ordered Probit Models ◽  
The Relationship

Purpose – The purpose of this paper is to study how high-involvement work systems (HIWS) affect job satisfaction, and tries to disentangle the mechanisms through which the effect occurs. Design/methodology/approach – The authors use data for a representative sample of 10,112 Spanish employees. In order to test the mediation mechanism implied by the hypotheses, the authors follow the procedure outlined in Baron and Kenny (1986). Given the nature of the dependent variables, ordered probit models were estimated to study the effect of HIWS on the mediating variables (job interest, effort and wages), and regression models were estimated to analyze the effect of HIWS on the final attitudinal variable (job satisfaction). Findings – Empirical results show that HIWS results in higher levels of effort, higher wages and perceptions of a more interesting job. Moreover, greater involuntary physical effort reduces job satisfaction while higher wages, greater voluntary effort, involuntary mental effort and having an interesting job increase job satisfaction. The net effect of these opposing forces on job satisfaction is positive. Research limitations/implications – The use of secondary data posits some constrains in aspects such as the type of measures or the failure to control for personal traits. Additionally, the non-longitudinal nature of the data set implies that some relationships cannot be considered causal in the intended direction. Practical implications – Managers should implement HIWS since in general they increase job satisfaction. A significant portion of this positive effect is channeled through perceptions of interesting job, higher wages and increased effort demands. Managers should pay attention to implementation issues. Originality/value – The paper contributes to enrich the understanding of the relationship between the HIWS and job satisfaction, proposing a model that aims to disentangle the mediating mechanisms through which HIPWS affect job satisfaction. Unlike previous attempts, this model integrates opposing views about the positive or negative effects associated with HIWS.

Edu-tourist’s perceived service quality and perception – the mediating role of satisfaction from foreign students’ perspectives

2017 ◽  
Vol 72 (2) ◽  
pp. 156-170 ◽  
Author(s):  
Muhammad Sabbir Rahman ◽  
Hasliza Hassan ◽  
Aahad Osman-Gani ◽  
Fadi Abdel Muniem Abdel Fattah ◽  
Md. Aftab Anwar
Keyword(s):  
Service Quality ◽  
Purchase Intention ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Empirical Examination ◽  
Content Type ◽  
Perceived Service Quality ◽  
Intention To Purchase ◽  
The Relationship

PurposeThe purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of academic degrees from the foreign universities. Design/methodology/approachThe study is based on an empirical examination with applying multivariate data analysis. The data were collected through survey questionnaires and analysed by using structural equation modelling procedure. FindingsThe survey result discovered that the relationship between perceived service quality and edu-tourist’s satisfaction was significant and positive. The relationship between edu-tourist’s satisfaction and intention to purchase was also significant and positive. Meanwhile, edu-tourist’s satisfaction partially mediates the relationship between their perceived service quality and intention to purchase. Nevertheless, this research also explored that the edu-tourist’s satisfaction plays a significant mediating effect in between the relationship of perception and intention to purchase. Research limitations/implicationsThis empirical study will contribute in understanding the behaviour of international students to construct the theoretical knowledge on the edu-tourism industry, which has been neglected in tourism research. Originality/valueThe paper will be of use to the management and policymakers in the higher education sector in understanding the customer’s expectation for the edu-tourism destination. This study contributes to the growing literature on education travel destination, where the researchers investigated the role of tourist’s satisfaction by using perception and perceived service quality towards their intention to visit a destination for education tourism. In addition, understanding the role satisfaction on the relationship between perception and perceived service quality towards the purchase intention will make both scientific and practical contributions for the decision-makers.

Role of religiosity and the mediating effect of luxury value perception in luxury purchase intention: a cross-cultural examination

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anis Ur Rehman ◽  
Serhan Al Shammari ◽  
Yaser Hasan Al-Mamary
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Statistical Tests ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Unique Contribution ◽  
Content Type ◽  
Value Perception ◽  
The Relationship

Purpose This study aims to explore the relationship between consumers’ religiosity, their perceived functional, individual and social value of luxury and their luxury purchase intention. Design/methodology/approach The proposed relationships were explored in an intercultural setting by using samples from two considerably different cultures, Saudi Arabia and India. The identified constructs were measured by adapting the established scales. Statistical tests including exploratory factor analysis, multi-group confirmatory factor analysis and covariance-based structural equation modeling were applied to test the conceptual model and research hypotheses. Findings The results show that religiosity is not found to be negatively related to luxury purchase intention in both samples. Moreover, it was found that the functional and social values produce positive mediating effects, whereas the individual values (materialism, hedonism) of luxury products negatively mediate the relationship between religiosity and consumer purchase intention. Practical implications This research suggests that a non-traditional strategy may be effective to market luxury goods to religious consumers such as suppressing the materialistic aspect to focus on the quality and functionality aspects of the products. Originality/value The role of luxury value perception as a mediator between religiosity and luxury purchase intentions has not been studied in the previous researches to the best of authors’ knowledge, and is therefore, the unique contribution of this study. This research addresses the gap in the existing body of knowledge by probing how religiosity effects perceptions of luxury value and resultant luxury purchase intention.

High versus low online price discounts: effects on customers’ perception of risks

2014 ◽  
Vol 23 (6) ◽  
pp. 401-412 ◽  
Author(s):  
Jung Eun Lee ◽  
Leslie Stoel
Keyword(s):  
Risk Perceptions ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Price Discount ◽  
Content Type ◽  
Perceived Risks ◽  
Price Discounts ◽  
Negative Perceptions ◽  
The Relationship

Purpose – The purpose of this paper is to examine the signaling effects of high versus low price discounts by integrating extant literature on price discounts, perceived risks and purchase intentions for products sold online. The study examines the influence of price discounts on perceived risks, and the subsequent influence of these risk perceptions on online purchase intentions. Design/methodology/approach – This study used an experimental design. The manipulated factor was price discount (10, 30, 50, 70 and 90 per cent). Responses were collected via online surveys. Nonlinear regression analysis with the MEDCURVE macro was used for the analysis. Findings – The results show that the discount size increases customers’ perceived risks, and that these perceived risks mediate the relationship between price discount and purchase intentions. Practical implications – This study provides a better understanding of customers’ risk perceptions for online price discounts, which enables retailers to decide appropriate price discounts to attract customers. Originality/value – Most previous literature focusing on price discounts takes into consideration the presentation effect on consumers’ positive perceptions, while this study investigates the price discount effect on customers’ negative perceptions. In particular, this study examines the mediating effect of perceived risks on the relationship between price discount and purchase intention, which has not been investigated in previous studies.

When sports sponsorship incurs brand risk: the roles of team performance, brand familiarity and team identification

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaofeng Yuan ◽  
Ying Gao
Keyword(s):  
Purchase Intention ◽  
Team Identification ◽  
Brand Trust ◽  
Negative Effects ◽  
Content Type ◽  
Brand Familiarity ◽  
Sports Sponsorship ◽  
Potential Risks ◽  
The Relationship

PurposeThis study investigated the potential negative effects of a sponsored team's losing performance on audiences' trust and purchase intention toward the sponsoring brand. Shedding light on the moderating role of sponsoring brand familiarity among audiences and audience team identification regarding such negative effects, the study establishes when sports sponsorship may incur risk to a sponsoring brand.Design/methodology/approachThree experimental designs (audience as stimulus of a team's losing vs control condition) were used to indicate whether and when losing performance influences participants' trust and purchase intention toward the sponsoring brand.FindingsThe participants in the losing condition report lower brand trust and purchase intention. Brand trust mediates the relationship between losing results and decreased purchase intention. The negative effects of losing on brand trust and purchase intention only appear when the sponsoring brand has low familiarity among audiences and only for audiences with low identification.Practical implicationsThe strategy of a brand with low familiarity sponsoring a team that frequently loses has risks and is not worth advocating. However, if an unknown brand has already sponsored a team that often loses, the efforts to cultivate audiences' identification with the team can reduce the potential risks.Originality/valueThe affirmed negative effects of losing performance on brand trust and purchase intention have value for firm sponsorship decisions. This study contributes to the sponsorship literature by revealing two boundary conditions (sponsoring brand familiarity and audiences' team identification) for those negative effects.

scholarly journals Enhancing the Sneakers Shopping Experience through Virtual Fitting Using Augmented Reality

2021 ◽  
Vol 13 (11) ◽  
pp. 6336
Author(s):  
Ha-Lim Rhee ◽  
Kyu-Hye Lee
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Negative Influence ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Product Involvement ◽  
Brand Advocacy ◽  
The Relationship ◽  
Positive Effect

The fashion industry is undergoing a digital transformation due to the emergence of new shopping channels and external factors such as the COVID-19 pandemic. This study examined the relationship between virtual fitting (VF) experience satisfaction, brand advocacy, mobile purchase intention, and offline purchase intention from an omnichannel perspective to understand how VF based on augmented reality (AR) impacts the customer purchase journey. The study also investigated the moderating effect of a customer’s product involvement, which is a personal characteristic. The results reveal that high satisfaction with the VF experience had a positive effect only on mobile purchase intentions. Brand advocacy formed after the VF experience had a positive effect on both mobile and offline purchase intentions and showed a mediating effect in the relationship between VF experience satisfaction and purchase intention. The moderating effect of product involvement was also confirmed. Moreover, a significantly negative influence of VF experience satisfaction on offline purchase intention was detected for customers who were more involved in sneakers products. These results indicate that VF, which is used as a tool in shopping apps, can achieve customer satisfaction and drive mobile purchases, thus leading to offline purchases based on brand advocacy.

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