Impacts of brand familiarity and brand responses on perceived brand credibility, similarity, and blog recommendation intention: a study of corporate blogs

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jiyoung Kim ◽  
Jihye Ellie Min ◽  
Linh Ha Le

PurposeAdopting the theory of parasocial interaction (PSI) and schema theory, this study proposes that a brand’s personalized response and brand familiarity on a corporate blog will lead to higher perceived brand similarity, credibility and blog recommendation intention.Design/methodology/approachA 2 (brand familiarity: high, low) × 3 (brand responses: none, automated and personal) experimental design was developed to test the hypothesized relationships. A total of 474 qualified data were collected using an online survey. ANOVA was utilized to test the research hypotheses.FindingsStudy results revealed that personalized messages lead to stronger perceived brand similarity, credibility and blog recommendation intention than those exposed to automated and no response. Brand familiarity also significantly influenced perceived brand similarity, brand credibility and blog recommendation intention. Further, the study analysis revealed an interesting interaction effect between brand awareness and brand response on recommendation intention.Originality/valueThe study provides meaningful implications and suggestions for the effective corporate blogging strategy to influence consumers’ attitudes and image toward brands and establish strong brand equity and relationships with customers.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asphat Muposhi ◽  
Brighton Nyagadza ◽  
Chengedzai Mafini

PurposeFashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging market known for water scarcity and pollution emanating from the textile industry.Design/methodology/approachA structured questionnaire was used to collect cross-sectional data from a sample of 590 fashion designers using a web-based online survey. Study constructs were drawn from the neutralisation theory and theory of planned behaviour.FindingsStandard multiple regression analysis results identified denial of injury, appeal to higher loyalties and external locus of control as the major rationalisation techniques influencing South African designers' negative attitudes towards sustainable fashion.Research limitations/implicationsResearch was conducted in South Africa where the concept of sustainable fashion is still at developmental stages. The generalisation of the study findings may be enhanced by extending the study to other markets with a fully developed market for sustainable fashion.Practical implicationsThe study results underscore the necessity of reducing social, structural and institutional barriers associated with the adoption of sustainable fashion. This study provides input towards efforts to develop attitude change strategies to stimulate designers to embrace sustainable fashion.Originality/valueThe research study contributes to theory, practice and future research.


2019 ◽  
Vol 23 (1) ◽  
pp. 66-81
Author(s):  
Sukyung Seo ◽  
Chunmin Lang

Purpose The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products. Design/methodology/approach Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses. Findings The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products. Originality/value This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
David Gligor ◽  
Sıddık Bozkurt

Purpose The concept of agility has been applied to several domains to help firms develop the capability to quickly adjust their operations to cope and thrive in environments characterized by frequent changes. Despite the soaring number of social media users and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity (CBBE). This paper aims to address this gap by adapting the construct to social media (i.e. perceived social media agility) and exploring its impact on customer engagement and CBBE. Design/methodology/approach This paper conducted an online survey with 200 adult subjects. This paper used multivariate regression analyzes to empirically test a scale for perceived social media agility and explore its impact on CBBE and customer engagement, along with the moderating role of customer change-seeking behavior. Findings The study results show that perceived social media agility directly and indirectly (through customer engagement) positively influences CBBE. Also, results show that the positive impact of perceived social media agility on CBBE is further magnified for customers high on change-seeking. However, customer change-seeking does not affect the strength or direction of the impact of perceived social media agility on customer engagement. Originality/value This paper contributes to social media literature by adapting and testing a measurement scale for the construct of perceived social media agility and exploring its role in enhancing customer engagement and CBBE.


2019 ◽  
Vol 120 (11/12) ◽  
pp. 743-757
Author(s):  
Kutty Kumar

Purpose Massive open online courses (MOOCs) are a currently trending e-learning platform that presumably attract thousands of participants because of boundless participation, are open to any person to enroll, are free to begin and are delivered completely online, thus contradicting the spatial limitations of a traditional classroom. This study aims to present the findings of a study among veterinary science students examining their perceptions of MOOCs. In total, 200 participants were randomly selected for the survey, out of which 177 responded, owing to a response rate of 88.7 per cent. Majority of the respondents (93 per cent) opined MOOCs supplement other learning methods and provide lifelong opportunity. A study report established that Coursera is the largest platform by user base (82 per cent), followed by Udemy (70 per cent), and 65 per cent knowledge seekers ranted the enormous propaganda about MOOCs are not because of the technology’s inherent edifying value, but because of the incredible potentials of lower costs. The participants in this survey valued their course and overall MOOC experience pleasing. Design/methodology/approach The aim of the study is to explore veterinary students’ perception of MOOCs featuring in their subject of interest. The questionnaire was written in English because it is the teaching language for undergraduates and postgraduates in most Indian higher education institutes, including the one used as a context for this study. The online questionnaires were electronically mailed to a sample of veterinary students (undergraduate and postgraduate) with a consent form seeking their permission for participation in this study and swearing them the confidentiality of their responses. The e-mail included information about the purpose of the study as well as the URL to the survey site, demographic questions on age, gender and education. This part was followed by an important research question asking if the student had heard about the new open online educational system (MOOCs) provided in websites, including Coursera, Edx, Udacity and FutureLearn, among others. Based on respondents’ answers, they were directed to different sections. Students who knew about MOOCs were asked various mode of getting enrolled in MOOCs. If they were not enrolled in any course, the respondents were asked about the limitations to their use. Enrolled students were questioned on their perspectives and experiences with MOOCs. For students who gained certificates, were enquired for their level of satisfaction, opinions about the integration of MOOCs into the veterinary field and hindrances encountered during accessing the course. Out of a total of 200 students who initially agreed to take part, 177 responses were received, with a response rate of 88.50 per cent, with no cases of missing data. The data were stored automatically in the hosted online survey service into a separate database after the submission of the responses. The descriptive data analyses (such as average) were led using the data analysis tool provided. Findings Even though most MOOCs do not provide academic credit or result in a degree, some of the biggest beneficiaries of MOOCs are students formally enrolled in an academic program, are provided a free mode to obtain additional academic assistance that would not otherwise be available (Parke Muth, 2018)15. Correspondingly, 93 per cent of the students opined MOOCs supplement other learning methods and provide lifelong opportunity. Learning has traditionally cost both money and time. With MOOCs, it now just costs time. In total, 24 per cent of the participants have discoursed free of cost as one of the intentions to choose their course. Almost every respondent (99 per cent) was interested toward online discussion forum, and 91 per cent preferred course materials containing video and audio files were pretty beneficial, while 88 per cent felt teaching through electronic whiteboard was the most advantageous criterion in their course. The study findings indicated that Coursera is the largest platform by user base (82 per cent), followed by Udemy (70 per cent). Research limitations/implications The study considered veterinary science undergraduate (BVSc) and postgraduate (MVSc) students alone, veterinary faculties are not included for the survey. There was comparatively less participation of respondents who enrolled or successfully completed a MOOC, which makes the analysis of limitations and satisfaction less reliable. Hence, the study results cannot be generalized as a comprehensive report of veterinary science scholars’ perceptiveness. Originality/value Animal health involves household pets and their care, in addition to livestock health and protection from diseases like bovine babesiosis, bovine tuberculosis and heartwater. There are numerous MOOCs offering online, contact or blended interventions in veterinary science and animal health that afford professionals quick and easy options to obtain credentials, including courses in pharmacology and toxicology, practice management, veterinary and para-veterinary studies, veterinary tropical diseases, radiology and wildlife management. As it is necessary to gain an understanding of the veterinary students’ level of familiarity and their insight toward the MOOC concept, the study attempts to explore their knowledge through an online survey.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pınar Göbel ◽  
Nevin Şanlier ◽  
Sine Yilmaz ◽  
Onur Toka ◽  
Büşra Açikalin ◽  
...  

Purpose The purpose of this paper is to evaluate the levels of food safety knowledge, attitudes and practices (KAP) of consumer. Design/methodology/approach In total, 1,161 volunteers were included in this study, which has been developed to measure the knowledge, attitudes and behaviors of adults on food safety. Study data were collected through an online survey technique. Findings A statistically significant difference was determined between male and female participants and also at the education level considering total food safety attitude and practice scores (p < 0,001). It was determined that university graduates had higher scores at all scales than the median scores. When an assessment was made on the body mass index of the participants, it was seen that the implementation and attitude scales were statistically different from each other, and in paired comparisons on these scales, the average scores of normal-weight individuals were observed higher in the sub-dimensions than slightly obese individuals (p < 0.007; p < 0.001). Research limitations/implications Even though the population of the study was adults living in different cities, the results should not be generalized to all adults and the whole country. Also, the fact that the answers to the questions were not face-to-face, could create a bias. Although the reliability coefficient was found to be high, the data reported by the individuals participating in the study about their behavior formed the study results. Originality/value This study makes an important contribution to the literature. Determining the knowledge, attitude and behavior of consumers about food safety is important in ensuring food safety.


2017 ◽  
Vol 35 (2) ◽  
pp. 222-239 ◽  
Author(s):  
Donghee Sinn ◽  
Sujin Kim ◽  
Sue Yeon Syn

Purpose The purpose of this paper is to investigate the associations of personal archiving behaviors to factors and challenges that have been assumed to affect personal digital archiving strategies. Design/methodology/approach This study created an online survey to understand general patterns of personal digital archiving practices and related phenomena. The survey was employed to investigate to what extent people show a certain behavior or feel certain factors and challenge when archiving personal digital content. Findings Some of the findings of this study regarding specific personal digital archiving practices were in accordance with existing studies. However, the associations between digital archiving challenges and archiving practices were not observed statistically significantly as assumed in previous studies. General technology efficacy and the awareness of the importance of personal records appeared to influence personal archiving practices. Research limitations/implications This study used Amazon’s Mechanical Turk. As this is not a commonly used internet service, the workers here could have higher than average levels of internet efficacy. This possibility may have affected the demographics, and the survey responses may be biased in this respect. Practical implications As the study results suggest that technology efficacy and personal heritage awareness are the influencing factors of personal digital archiving, these are the areas where information professionals can involve in assisting users for future cultural heritage. Originality/value This is the first study that develops measures for personal digital archiving related practices and perceptions that the previous qualitative studies have identified. With these measures, it examines the general status of individuals’ archiving strategies and the overall associations of digital archiving challenges as well as looking into other technological and personal factors.


2017 ◽  
Vol 45 (10) ◽  
pp. 1095-1113 ◽  
Author(s):  
Sandra Maria Correia Loureiro

Purpose The purposes of this paper are to explore the effects of brand credibility, brand familiarity and brand image on brand attachment and brand attitude; and to test how a grocery product category and the perception of quality of own-label brands vs manufacturer brands moderate the inter-relationship of brand credibility, brand familiarity and brand image on brand attachment and brand attitude. Design/methodology/approach A survey is administered to a quota sample of Portuguese supermarket shoppers via a face-to-face personal interviewing method. The survey was conducted in Lisbon, Amadora and Sintra. The three municipalities were chosen for being the most densely populated and for having the largest number of grocery retailers in Portugal. From a total of 800 questionnaires collected using a face-to-face personal interviewing method in low-, medium- and high-peak shopping days, 756 were usable for data analysis. The respondents’ profile is according to the last Censos in Portugal conducted by the National Statistical Institute of Portugal, representing a quota sample. Findings Credibility and familiarity seem to be more important to enhance attachment in the case of the manufacturer brands and image for retailer own-brands. Brand image is more effective in attach customer in the case of manufacturer brands. Grocery store (supermarket) brand managers should be more effective in communicating the extension of the store image to the image of the products; they should develop a consistent and differentiating brand image. Originality/value This paper provides an important contribution to supermarket retail service by shedding light about how consumers’ overall evaluation and attachment to a brand are affected by the grocery product category and the perception of the quality of an own-label brand vs a manufacturer brand.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Choon Hee Ong ◽  
You Ying Koo ◽  
Owee Kowang Tan ◽  
Chin Fei Goh

PurposeThis paper aims to examine the role of rational culture in the relationship between lean manufacturing practices and operational productivity in the machinery and equipment industry.Design/methodology/approachThis study uses a cross-sectional quantitative approach to conduct the research. Using an online survey questionnaire, 118 responses were collected. SPSS was used to assess validity, reliability and hypothesis testing of the study variables. Hierarchical regression analysis was employed to investigate the moderating effects of rational culture.FindingsThe study results reveal that quick setup and quality control were significantly related to operational productivity. Rational culture was a significant quasi-moderator.Practical implicationsThis study highlights the importance of quick setup and quality control for machinery and equipment firms to gain higher operational productivity. Rational culture could be used to drive the firms toward greater achievements in this regard.Originality/valueThe use of rational culture as a quasi-moderator in the relationship between lean manufacturing practices and operational productivity is unprecedented. This study offers new findings by introducing the role of rational culture to enhance the effects of lean manufacturing practices on operational productivity.


2020 ◽  
Vol 24 (4) ◽  
pp. 611-630 ◽  
Author(s):  
Jiyoung Kim ◽  
Rebecca Melton ◽  
Jihye Ellie Min ◽  
Bu Yong Kim

PurposeThe purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand through Electronic Word of Mouth (eWOM).Design/methodology/approachThis study employs a 3(content type: product-focused, institution-focused, experience-focused) x 3(blog type: corporate, sponsored and personal) between-subjects design. Mock fashion blogs and content were developed in order to provide a realistic blogging experience for the participants. With 511 usable data collected, ANOVA was employed to test the relationships.FindingsFindings reveal that content type, specifically product-focused content and experiential content, is an important consideration for illustrating similarities between the brand and consumers compared to institutional content. Product-focused content is found to be effective in encouraging consumer eWOM for the brand as well. Further, the interaction effect of blog type and content type was significant in establishing brand credibility. However, blog type did not influence any of the dependent variable.Originality/valueThis study brings meaningful suggestions to fashion brands on effective blog campaign, which eventually provide insights on how brands can influence female consumers to shape positive evaluation toward the brand.


2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wanqi Gong

PurposeThis study explores the influence of parasocial interaction (PSI), brand credibility and product involvement on celebrity endorsement, and how PSI interacts with brand and product factors and affects celebrity endorsement synthetically.Design/methodology/approachThis study employs a 2 (high/low product involvement) by 2 (high/low brand credibility) between-subjects factorial design experiment to test the hypotheses.FindingsBrand credibility has a positive effect on followers' attitudes toward advertising and products, and product involvement influences its moderation. PSI has salient positive effects on followers' attitudes and behavioral intention, regardless of high/low product involvement. Brand credibility mediates PSI's influence on celebrity endorsement.Research limitations/implicationsThe results reinforce the significant effect of PSI on endorsement effectiveness and brand credibility, show the influence of brand credibility and product involvement and show how their influence conditionally interacts with others.Practical implicationsThe corporate advertiser should prefer a high PSI celebrity as their endorser. The advertising message design on the microblog also deserves the attention of advertisers.Originality/valueThis study is the primary attempt to construct an integral model to demonstrate the synthetic effect and interaction process of consumers' perception of the endorser, brand and product category factors on celebrity endorsement within the social media context.


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