Exploring pro-environmental behavior in Azerbaijan: an extended value-belief-norm approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ulkar Trautwein ◽  
Javid Babazade ◽  
Stefan Trautwein ◽  
Jörg Lindenmeier
Keyword(s):  
Environmental Behavior ◽  
Marketing Research ◽  
Structural Equations ◽  
Individual Responsibility ◽  
Mediation Effects ◽  
Content Type ◽  
Four Dimensions ◽  
Final Sample ◽  
Extended Value ◽  
Social Media Platforms

Purpose This paper aims to explore pro-environmental behavior (PEB) in Azerbaijan. Therefore, the authors used value-belief-norm (VBN) theory, extended by the construct of social norms (SN), as a basis. Design/methodology/approach Data were collected by establishing a link within various social media platforms. The final sample consisted of 407 respondents. The authors analyzed four dimensions of PEB using higher-order structural equations. The authors also examined both direct and (serial) indirect effects for cross-cultural validation of the extended VBN theory. Findings The authors were able to confirm the VBN theory in its entirety. However, SN, which are influential in collectivistic and Sunni-majority states, do not contribute significantly to explaining PEB in predominantly Shiite Azerbaijan. Research limitations/implications The authors could not establish a direct effect of SN on PEB within this study. However, the authors observed an indirect “values-beliefs-norms-behavior” effect. The different (partly abbreviated) effect channels of the four tested value antecedents provide interesting insights for marketing research. Practical implications Based on the results, it seems crucial to make Muslim consumers aware of the negative outcomes of their consumption behavior and to emphasize individual responsibility. However, SN may not need to be addressed depending on cultural and/or religious values. Originality/value The authors examined PEB in Azerbaijan by testing the serial mediation effects in the VBN model. Further, the authors tested the influence of SN within the framework of the original VBN theory, contributing to a better understanding of the possibility of integrating components of the theory of planned behavior.

Effects of relationship types on customers’ parasocial interactions

2017 ◽  
Vol 8 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Seonjeong Ally Lee ◽  
Minwoo Lee
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Marketing Research ◽  
Customer Relationships ◽  
Cross Sectional ◽  
Content Type ◽  
Relationship Types ◽  
Different Types ◽  
Social Media Platforms ◽  
Parasocial Interactions

Purpose The purpose of this study is to investigate different types of customer relationships on customers’ interaction with the brand, based on prior social media and relationship marketing research. Design/methodology/approach A cross-sectional, self-administered online survey was conducted to investigate the role of different types of relationships on customers’ brand-relevant responses in the context of hotel social media platforms. Findings Results identified customers’ relationships with services and brands, and how other customers influenced their parasocial interactions (PSIs). Customers’ PSIs then positively influenced their self-brand connection and their brand usage intention. Originality/value This study was the first attempt to propose a conceptual framework to explain different types of customer relationships on customers’ interactions with the brand in the context of hotel social media platforms.

scholarly journals Roles of sport and cause involvement in determining employees’ beliefs about cause-related sport sponsorship

2016 ◽  
Vol 17 (1) ◽  
pp. 3-18 ◽  
Author(s):  
Yuhei Inoue ◽  
Cody T Havard ◽  
Richard L Irwin
Keyword(s):  
Design Methodology ◽  
Marketing Research ◽  
Evaluation Process ◽  
Internal Marketing ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Web Based ◽  
Content Type ◽  
Final Sample ◽  
Cause Involvement

Purpose – The purpose of this paper is to investigate the roles of employees’ involvement with the sponsored sport and cause in determining their beliefs about cause-related sport sponsorship. Design/methodology/approach – Respondents completed a survey that included the measures of sport involvement, cause involvement, and sponsorship beliefs adapted from previous studies. The final sample included 131 attendees who identified themselves as employees of sponsors of a cause-related sport event in a web-based post-event survey. A multiple regression analysis was performed to test hypotheses. Findings – Despite the prevailing logic that companies can enhance the perception of goodwill by sponsoring sport that is important to their employees, employees’ sport involvement was found to have no effect on their sponsorship beliefs. In contrast, cause involvement alone explained a large amount of the variance in those beliefs. Originality/value – The findings contribute to the literature by indicating that how employees evaluate cause-related sport sponsorship may be different from their evaluation process of traditional sport sponsorship without the cause affiliation. This research highlights the need to conduct further internal marketing research specific to cause-related sport sponsorship.

The mediation effects of sticker shock

2015 ◽  
Vol 24 (4) ◽  
pp. 412-419 ◽  
Author(s):  
Weiling Zhuang ◽  
Bruce Alford
Keyword(s):  
Reference Point ◽  
Reference Price ◽  
Marketing Research ◽  
Price Discount ◽  
Internal Reference ◽  
Mediation Effects ◽  
Content Type ◽  
Internal Reference Price ◽  
The Relationship ◽  
Different Sources

Purpose – This study aims to extend prior studies by examining the mediation effects of sticker shock on the relationship between price discount and buying intention. Sticker shock refers to the discrepancy between a brand’s sale price (SP) and an individual’s internal reference price (IRP) (Winer 1985). Design/methodology/approach – Prior marketing research on sticker shock is primarily model-based. The authors employed a between-subject experimental design, and hypotheses were tested using a series of regression functions (Baron and Kenny 1986). Findings – The results suggest the effect of price discount on buying intention is partially mediated by sticker shock. Practical implications – The research results suggest that consumers take into account price messages from different sources, such as advertised reference price, SP and IRP. IRP is a key reference point that consumers use to develop the “gain” or “loss” perception. Firms may apply different strategies to influence consumers’ internal reference point and, in turn, influence the perception of the attractiveness of the sale product. Originality/value – This study contributes to the literature by first testing the mediation effects of sticker shock on the relationship between price discount and buying intention.

scholarly journals Brand experience and brand attachment as drivers of WOM in hospitality

2020 ◽  
Vol 24 (2) ◽  
pp. 231-246
Author(s):  
Mónica Gómez-Suárez ◽  
Mónica Veloso
Keyword(s):  
Online Survey ◽  
Structural Equations ◽  
Brand Experience ◽  
Emotional Attachment ◽  
Content Type ◽  
Four Dimensions ◽  
Mediating Role ◽  
Proposed Model ◽  
The Impact

Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design/methodology/approach Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM). Findings The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment. Practical implications By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations. Originality/value This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

Validity and reliability of the questionnaire that evaluates factors associated with perceived environmental behavior and perceived ecological purchasing behavior in Peruvian consumers

2019 ◽  
Vol 16 (3) ◽  
pp. 403-417 ◽  
Author(s):  
Dennis Lopez-Odar ◽  
Aldo Alvarez-Risco ◽  
Aristides Vara-Horna ◽  
Raquel Chafloque-Cespedes ◽  
M. Chandra Sekar
Keyword(s):  
Social Influence ◽  
Discriminant Validity ◽  
Environmental Behavior ◽  
Structural Equations ◽  
Future Research ◽  
Purchasing Behavior ◽  
Environmental Identity ◽  
Validity And Reliability ◽  
Content Type ◽  
Metric Properties

Purpose The purpose of this study is to determine the metric properties of a questionnaire that evaluates environmental and ecological purchasing behavior, environmental personal norms, environmental identity and environmental social influence. Design/methodology/approach The validity and reliability of the scales of the questionnaires were determined in a sample of 2445 consumers from Lima (Peru), selected through non-probabilistic sampling by quotas and by factorial analysis based on Classical Theory of Tests (CTT) and Structural Equations of Variance with Partial Least Squares (SEM-PLS). Findings The results support the construct and discriminant validity of the instrument, as well as the internal consistency of all the subscales (Cronbach’s alpha between 0.662 and 0.8887 – composite reliability between 0.815 and 0.917). Research limitations/implications Customers evaluated were only from Lima city. It would be important to evaluate, in future research, customers from other cities in Peru. Practical implications Although a large number of instruments have been designed, not all are based on integral theoretical models, and their metric properties were determined with methodological criteria that restrict their applicability. Therefore, there is a need to have valid and reliable instruments for the identification of environmental behavior and ecological purchasing. Social implications This “new questionnaire” integrates the exploration of environmental behavior and ecological purchasing, along with the measurement of personal environmental norms, environmental identity and the social influence received from peers and teachers, to provide a comprehensive picture of the consumer behavior. Originality/value This research constitutes a theoretical and practical contribution to the understanding and evaluation of ecological behavior and some of its associated factors. Its main contribution is the adaptation of this instrument to the Peruvian context and the validation of an instrument that evaluates environmental and ecological purchasing behavior, personal environmental standards, environmental identity and environmental social influence.

Ecosystem network health and SMEs’credit quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hua Song ◽  
Sijie Chen ◽  
Kangkang Yu
Keyword(s):  
Structural Equation ◽  
Marketing Research ◽  
Structural Equations ◽  
Equation Modeling ◽  
Content Type ◽  
B2b Marketing ◽  
Credit Quality ◽  
Positive Effects ◽  
Effect Model ◽  
Business To Business

Purpose In industrial and business-to-business (B2B) marketing research, a business network ecosystem is an important antecedent of small- and medium-sized enterprises’ (SMEs’) performance. The purpose of this study is to clarify the direct and indirect effects of ecosystem network health on SMEs’ credit quality. Design/methodology/approach The data is collected from a survey of operations managers and financial managers of 282 SMEs in China. Structural equation modeling is used to test the hypotheses, and latent moderated structural equations are used to estimate the moderating effect model. Findings This research indicates that ecosystem network health can directly affect SMEs’ credit quality and have an indirect impact on credit quality through value co-creation capability. In addition, better informal institutional arrangements in the ecosystem can amplify the positive effects of network health and value co-creation capability on SMEs’ credit quality. Originality/value From an ecosystem perspective, it is necessary to bring the ecosystem characteristics into business scenario and explore their impacts on SMEs’ financing behaviors. This study contributes to B2B marketing research in terms of investigating the role played by ecosystem characteristics and value co-creation capability.

Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alcina Gaspar Ferreira ◽  
Cátia Fernandes Crespo ◽  
Cédric Mendes
Keyword(s):  
Social Media ◽  
Athletic Performance ◽  
Structural Equation ◽  
Age Groups ◽  
Mediation Effects ◽  
Content Type ◽  
Multigroup Analysis ◽  
Gender And Age ◽  
Social Media Platforms ◽  
Online Consumer

PurposeIn this study, we empirically analyse the effects of sports celebrities' image on consumers' engagement with them via social media and with their endorsed brand. In particular, we focus on the sport celebrity's athletic performance and marketable lifestyle image dimensions.Design/methodology/approachAn online consumer survey was conducted regarding sports celebrities' endorsement campaigns and consumers' ad recall. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Moderation and mediation effects were examined, and a multigroup analysis was used to test the existence of significant differences between groups.FindingsThe motivation to engage with sports celebrities' social media platforms transcends athletic performance and is positively related with the marketable lifestyle. Sports celebrities who highly engage consumers through social media can promote stronger engagement with the endorsed brand, and this effect is positively moderated by the perceived level of congruence between the sport celebrity and the endorsed brand. The effect of the sport celebrity's marketable lifestyle on the endorsed brand is partially mediated by their social media engagement with consumers. Moreover, a multigroup analysis shows no statistically significant differences among gender and age groups.Originality/valueThis study's contribution is a better understanding of the effect of sport celebrities' image dimensions on consumers' engagement with the celebrities' social media platforms. The marketable lifestyles of celebrities are an important asset that promotes engagement with their social media platforms by consumers that in turn, raises their marketing value in terms of endorsement contracts.

scholarly journals Investigating the Nigerian small and medium enterprises (SMEs)-banking long-term relationship building

2018 ◽  
Vol 36 (1) ◽  
pp. 89-110 ◽  
Author(s):  
Mark Ojeme ◽  
Andrew Robson ◽  
Nigel Coates
Keyword(s):  
Affective Commitment ◽  
Banking Sector ◽  
Small And Medium Enterprises ◽  
Marketing Research ◽  
Structural Equations ◽  
Two Dimensions ◽  
Marginal Effect ◽  
Content Type ◽  
B2b Relationships ◽  
Medium Enterprises

Purpose The purpose of this paper is to evaluate the role of the commitment between small and medium enterprises (SMEs) and their banks in Nigeria from the perspective of the senior SME employees. The antecedents to, and outcomes from, commitment that underpin these crucial business-to-business (B2B) relationships are quantified as part of a proposed relationship model. Design/methodology/approach In total, 850 SMEs located across three Nigerian regions were targeted leading to the achievement of 491 complete surveys. The data collected comprised various validated items from which scales were developed. Data collection was supported by means of face-to-face interviews with senior SME representatives. Confirmatory factor analysis and structural equations modelling (SEM) were employed to validate the research model and quantify the associated relationships. Findings Two dimensions of commitment are relevant here, namely, the affective and calculative components. The key respective antecedents to these commitment dimensions are trust and social bonding for affective commitment and costs related to benefit loss for calculative commitment. Affective commitment has the greater marginal effect on SMEs’ behavioural intentions towards their banks. Research limitations/implications The research could be expanding further in future studies through consideration of the banks’ perspectives alongside those of the SMEs as consumers. Originality/value This lies in the assessment of the relationships’ strengths and characteristics from the perspectives of SMEs as clients, a sector under-represented in relationship marketing research and in a location where B2B relationships have perhaps not been fully supported by their banking sector.

Ambidextrous innovation orientation effected by the digital transformation

2019 ◽  
Vol 26 (5) ◽  
pp. 1121-1140 ◽  
Author(s):  
Veronica Scuotto ◽  
Elisa Arrigo ◽  
Elena Candelo ◽  
Melita Nicotra
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Digital Transformation ◽  
Fashion Industry ◽  
Cognitive Dimension ◽  
Content Type ◽  
Four Dimensions ◽  
Social Media Platforms ◽  
New Perspective ◽  
Use Of Social Media

Purpose The purpose of this paper is to introduce a new perspective on ambidextrous innovation orientation looking at how the current digital transformation is accepted in the fashion industry in Italy. Precisely, the objective of the paper is to test whether the use of social media platforms positively influences ambidextrous innovation orientation in fashion companies. Design/methodology/approach Empirical quantitative research was carried out on a sample of 853 small- to medium-sized enterprises (SMEs) operating in the fashion industry in Italy. Using a logistic regression methodology, four hypotheses were tested to verify the correlation of four dimensions of social media platforms with an ambidextrous innovation orientation among fashion firms. Findings The four hypotheses were validated: the structural dimension, the relational behaviour dimension, the cognitive dimension and knowledge transfer practices of social media platforms were proven to positively influence ambidextrous innovation orientation in fashion firms. Research limitations/implications Though this is one of the few research studies that offers a quantitative analysis in this field, it could be further developed, for instance by extending the sample of firms to SMEs operating in other countries or by comparing multinationals with SMEs. Originality/value This paper provides an original contribution to studies on the use of social media to promote ambidexterity in firms, which has only been studied to a limited extent in the extant literature. From this perspective, the originality of the study is further strengthened by the unique context of analysis, namely, the fashion industry in Italy.

Mobile contextual marketing in a museum setting

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xueting Dou ◽  
Alei Fan ◽  
Liping Cai
Keyword(s):  
Purchase Intention ◽  
Marketing Research ◽  
Art Museum ◽  
Mobile App ◽  
Mediation Effects ◽  
Content Type ◽  
Service Setting ◽  
Practical Guidelines ◽  
Serial Mediation ◽  
Experiential Quality

Purpose This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience. Design/methodology/approach This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing. Findings The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention. Originality/value This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.

Sign in / Sign up

Export Citation Format

Share Document