Antecedents and moderators of brand trust in the context of baby care toiletries

2015 ◽  
Vol 32 (5) ◽  
pp. 328-340 ◽  
Author(s):  
Neha Srivastava ◽  
Satya Bhushan Dash ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Perceived Risk ◽  
Emerging Market ◽  
Risk Category ◽  
Brand Trust ◽  
Content Type ◽  
Two Phases ◽  
Brand Intimacy ◽  
The Relationship

Purpose – This paper aims to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of baby care toiletry brands. Further, the moderating role of the mother’s personality traits on the relationship between brand trust and its antecedents is investigated. Design/methodology/approach – The study methodology involves two phases: exploratory and descriptive. The exploratory phase, with the support of a focused literature review, results in a theoretical framework that is later validated through the survey-based empirical phase. Findings – The study finds that brand predictability and brand innovativeness are antecedents of cognitive brand trust, whereas brand intimacy is a driver of affective brand trust. The study confirms that agreeableness positively moderates the relationship between brand intimacy and affective brand trust, whereas conscientiousness positively moderates the relationship between brand predictability and cognitive brand trust. Practical implications – The study recommends marketing strategy approaches for baby care product companies, including the essential factors they must keep in mind for promoting their brand and winning the trust of mothers. Originality/value – The study is among the few empirical investigations that examine the role of the moderating effect of personality traits on the relationship between brand trust and its antecedents, in the little-researched context of the high perceived risk category of baby care toiletry products in an emerging-market context.

Examining the moderating role of perceived risk and web atmospherics in online luxury purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Perceived Risk ◽  
Purchase Intention ◽  
Emerging Market ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Luxury Goods ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

PurposeRecently, internet has turned out to be the fastest growing channel for luxury sales. Surprisingly, very few studies have focused on understanding the major drivers behind online luxury goods consumption, particularly in the emerging market context. Therefore, the key objectives of this study are to, first, develop a framework to understand factors affecting consumers' intention to purchase luxury fashion goods online. Second, measure the moderating effect of perceived risk and web atmospherics on the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 250 luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsStudy findings indicate that perceived usefulness, perceived ease of use, perceived enjoyment and price consciousness have a direct as well as an indirect relationship via attitude on online luxury purchase intention. The results also revealed that web atmospherics moderate the relationship between attitude toward buying luxury fashion goods online and online luxury purchase intention.Originality/valueThis is one of the first studies that explores the moderating role of perceived risk and web atmospherics in the context of luxury market. It will help luxury marketers to develop appropriate strategies for selling luxury goods online in emerging markets like India.

Performance of Ghanaian women businesses community: the moderating role of social competence

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cynthia Ayorkor Sallah ◽  
Livingstone Divine Caesar
Keyword(s):  
Social Competence ◽  
Women Entrepreneurs ◽  
Emerging Market ◽  
Second Phase ◽  
Business Growth ◽  
Content Type ◽  
Intangible Resources ◽  
The Relationship ◽  
Moderating Role

Purpose This paper aims to investigate the moderating dynamics of social competence in the relationship between intangible resources and the performance of women businesses from an emerging market context. Developed economy literature provides ample evidence of a positive relationship between intangible resources and the performance of women business ventures. Little is known of the complexity of this orthodoxy in developing markets such as Ghana. In particular, this paper investigates the moderating role of social competence in the relationship between intangible resources available to women entrepreneurs and performance. Design methodology approach An exploratory sequential mixed method research design was used. First phase involved qualitative data collected through interviews, and the second phase was quantitative data collected from 264 participants. Content analysis and multiple regression analysis were used. Findings Social competence is important to the success of women businesses as it influences the outcome of entrepreneurial interactions and communications. Also, it positively moderated the relationship between organisational reputational capital (RC) and women business growth. On the flip side, it negatively moderated the relationship between human capital, social capital, individual RC and women business growth. Practical implications To sustainably grow their businesses, women entrepreneurs must ascertain the right level of social competence needed. The utilization of social competence at higher rather than lower levels could mean more costs and more training for which the business may not have immediate use. Originality value This paper advocates the need to improve the content of entrepreneurial training packages to include the reinforcement of social competency skills in terms of relationship management as this may be the key to the facilitation of access to resources for innovation and growth.

The role of brand personality in the formation of consumer affect and self-brand connection

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justin F. McManus ◽  
Sergio W. Carvalho ◽  
Valerie Trifts
Keyword(s):  
Personality Traits ◽  
Design Methodology ◽  
Brand Personality ◽  
Content Type ◽  
Mediation Analyses ◽  
Within Subjects ◽  
The Relationship ◽  
Different Levels ◽  
Brand Personality Traits

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

scholarly journals The impact of related party transactions on firm value

2019 ◽  
Vol 17 (3) ◽  
pp. 571-588
Author(s):  
Ahmed A. Diab ◽  
Ahmed Aboud ◽  
Arafat Hamdy
Keyword(s):  
Firm Value ◽  
Design Methodology ◽  
Emerging Market ◽  
Content Type ◽  
Related Party Transactions ◽  
Intermediary Role ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this study is to address the impact of the related party transactions (RPTs) on firm value. The authors bring evidence from a usually ignored empirical setting: an African emerging market. Design/methodology/approach In particular, the authors focus on companies listed on the Egyptian stock market using a sample of EGX 30 from 2012 to 2017. Findings Unlike the literature, the authors find no significant relationship between RPTs and market value. Practical implications This research provides insights for policymakers and other interested parties concerning the perception of RPTs in Egypt. Originality/value The reported different findings of this study assure the intermediary role of the context and the local culture in the relationship between RPTs and firm value, in contrast to the negative view that is mostly reported in the literature.

scholarly journals The role of personality traits in promoting customer citizenship behaviour: special reference to the homestay tourism context in Sri Lanka

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shanika Lakmali ◽  
Kanagasabai Kajendra
Keyword(s):  
Sri Lanka ◽  
Personality Traits ◽  
Service Providers ◽  
Positive Impact ◽  
Primary Data ◽  
Big Five Personality ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

PurposeThis study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.Design/methodology/approachThis study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.FindingsThe present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.Practical implicationsThis study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.Originality/valuePrevious research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.

scholarly journals Consumer engagement in online brand communities: the moderating role of personal values

2019 ◽  
Vol 53 (9) ◽  
pp. 1671-1700 ◽  
Author(s):  
Julia Marbach ◽  
Cristiana Lages ◽  
Daniel Nunan ◽  
Yuksel Ekinci
Keyword(s):  
Personality Traits ◽  
Online Communities ◽  
Personal Values ◽  
Perceived Value ◽  
Consumer Engagement ◽  
Aesthetic Value ◽  
Content Type ◽  
Online Brand Communities ◽  
The Relationship

Purpose Despite growing recognition of the importance of consumer engagement with new technologies, a gap remains in terms of understanding the antecedents, consequences and moderators of online consumer engagement (OCE). This paper aims to address this gap by exploring the relationship between personality traits, OCE, perceived value and the moderating role of personal values. Design/methodology/approach A theoretical framework anchored in the extant OCE literature is tested through a study of 559 users of two distinct firm-hosted online brand communities (FHOBCs). Findings Findings suggest that three personality traits – extraversion, openness to experiences and altruism – are positively correlated with OCE. OCE is related to two types of perceived value, namely, social value and aesthetic value. The personal values of conservation and self-enhancement moderate the relationships between the three identified personality traits and OCE. Research limitations/implications Future research into OCE should consider the application of this study’s conceptual framework across different cultures to account for the fast-changing nature of online communities. Practical implications Understanding how personality traits drive OCE and what value consumers receive from engagement in online communities can help managers to better segment and evaluate consumers. Engagement and levels of activity within these online communities can be improved accordingly. Originality/value This study’s contribution to the OCE literature is threefold. First, the study provides new insights regarding personality traits as antecedents of consumer engagement with FHOBCs. Second, the study reveals the first insights into the role of personal values in the relationship between personality traits and OCE. Specifically, conservation and self-enhancement emerged as moderators of the relationship between three personality traits (extraversion, openness to experiences, altruism) and OCE. Third, the study yields support for perceived value types (social value and aesthetic value) that emerge as consequences of consumer engagement in FHOBCs.

Gender roles and customer organisational citizenship behaviour in emerging markets

2017 ◽  
Vol 32 (8) ◽  
pp. 503-517 ◽  
Author(s):  
Jessica Sze Yin Ho ◽  
Sanjaya S. Gaur ◽  
Kok Wai Chew ◽  
Nasreen Khan
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Willingness To Participate ◽  
Content Type ◽  
Internal Customers ◽  
Level Of Satisfaction ◽  
Voluntary Commitment ◽  
Internal Stakeholders ◽  
The Relationship

Purpose Organisational citizenship behaviour (OCB) entails employees’ voluntary commitment to an organisation beyond their contractual responsibilities and has been found to be contributing to an organisation’s success. While the roles of gender and OCB exhibited by employees (as internal stakeholders) are documented, the role of gender in OCB by customers (as external stakeholders) of an organisation, especially within the context of emerging markets, is not found, therefore necessitating further studies. This research aims at bridging this research gap. Design/methodology/approach In total, 203 male and 194 female customers representing the young working professionals segment rated their level of satisfaction with the relationship that they had with their banking website. They also indicated their willingness to participate in different dimensions of OCB. Findings Generally, both men and women, who are satisfied with the relationship that they have with the organisation, indicated their willingness to contribute to the organisation by displaying OCB. Contrary to past studies, where women at workplace were reported to be more likely to participate in OCB, the findings from the customer’s perspective revealed that men are more likely to engage in OCB. Research limitations/implications The results indicated that OCB is not limited to internal customers (employees) but could also be expanded to external customers. The stereotypes causing females to be perceived as stronger OCB contributors may not remain constant in all types of circumstances. Originality/value To the best of the authors’ knowledge, this appears to be the first study to establish the gender role in OCB from the customer’s perspective in the context of an emerging market.

scholarly journals Believing and acting on fake news related to natural food: the influential role of brand trust and system trust

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Subhalakshmi Bezbaruah ◽  
Amandeep Dhir ◽  
Shalini Talwar ◽  
Teck Ming Tan ◽  
Puneet Kaur
Keyword(s):  
Structural Equation ◽  
Internal State ◽  
Emerging Market ◽  
Natural Food ◽  
Brand Trust ◽  
Fake News ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Openness To Change ◽  
The Relationship

PurposeFake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the relationship between fake news and brand reputation remain under-explored. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products.Design/methodology/approachThe study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response.FindingsThe findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk.Originality/valueNotably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers.

Entrepreneurs' personal network usage and the performance of young firms: evidence from an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mishari Alnahedh ◽  
Abdullatif Alrashdan
Keyword(s):  
Emerging Market ◽  
Government Officials ◽  
Personal Network ◽  
Content Type ◽  
Young Firms ◽  
Confirmatory Factor ◽  
Network Usage ◽  
The Relationship

PurposeWhile most extant research focused on different dimensions of the entrepreneurs’ social network such as the size and quality of the network, the focus of this paper is on the extent to which entrepreneurs utilize their personal network with suppliers, competitors, customers, and government officials to support the operations of their ventures. This paper also takes into account the effects of industry level determinants that can influence the relationship between entrepreneurs’ personal network usage and young firms’ performance.Design/methodology/approachThe paper employs confirmatory factor analysis and moderated hierarchical multiple regressions on a sample of 246 young firms in Kuwait.FindingsThe results indicate that entrepreneurs' personal network usage is positively associated with young firms' performance. The results also reveal that industry dynamism strengthens this relationship, while in hostile industries the relationship between network usage and young firms' performance becomes weaker.Originality/valueThe present study provides insights into how the extent of utilization of an entrepreneur's personal network affects the firm's performance. Furthermore, by unpacking how industry dynamism and industry hostility influence the entrepreneurs' ability to reap benefits from their personal networks, this paper enriches the research on the role of industry factors in the performance of young firms.

Determinants of brand trust in high inherent risk products: The moderating role of education and working status

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Neha Srivastava ◽  
Satya Dash ◽  
Amit Mookerjee
Keyword(s):  
Family Influence ◽  
Brand Trust ◽  
Inherent Risk ◽  
Brand Credibility ◽  
Brand Innovativeness ◽  
Working Status ◽  
Brand Intimacy ◽  
The Relationship ◽  
Moderating Role

Purpose This paper seeks to empirically examine the distinct antecedents of cognitive and affective brand trust in the context of high inherent risk product of baby care toiletries. In addition, the moderating role of working status and education is investigated for the relationship between brand trust and its antecedents. Design/methodology/approach Extensive literature review was conducted to develop the theoretical framework, which was then empirically validated through a survey conducted on the 507 respondents. Data was analyzed using structural equation modeling. Findings The study found that brand credibility, brand innovativeness and family influence are antecedents of cognitive brand trust whereas brand intimacy and family influence are drivers of affective brand trust. Further, the working status is found to moderate the relationship between brand intimacy to affective brand trust and family influence to both cognitive and affective brand trust. The study result does not support the moderating effect of education on the relationship of cognitive brand trust with brand credibility and brand innovativeness. Practical implications The study recommends marketing strategy implications for high inherent risk product companies such as baby care toiletries that what essential factors they must keep in mind while promoting their brand and winning trust of customers. Originality/value The present study is one among those few empirical investigations that examines the role of antecedents of brand trust in less researched context of high inherent risk products.

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