Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jing Yang ◽  
Juan Mundel
Keyword(s):  
Consumer Satisfaction ◽  
Causal Attribution ◽  
Low Cost ◽  
Brand Love ◽  
Content Type ◽  
Expectancy Violation ◽  
Consumer Expectation ◽  
Feedback Strategies ◽  
The Impact ◽  
Brand Hate

Purpose This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and causal attribution) and brand type (i.e. full-service vs low-cost) in consumers’ expectation violations and the impact of such violations on consumers’ satisfaction and responses to a brand (i.e. brand love and brand hate) were examined. Design/methodology/approach This study used a 2 (causal attribution: external/brand) × 2 (compensation: present/absent) × 2 (brand type: low cost vs full service) × 2 (industry: airline and hotel) between-subjects experimental design. Findings Results indicated that the presence (vs absence) of compensation can result in positive consumer expectation violations, which can lead to consumer satisfaction and brand love. Alternately, the absence of compensation can result in negative consumer expectation violations, which can lead to consumers dissatisfaction and brand hate. Moreover, brand type (i.e. full-service vs low-cost) significantly interacted with the presence of compensation in influencing consumers’ responses. The attribution of the cause did not significantly influence consumers’ responses. Practical implications This study highlights the importance of knowing consumers’ expectations when responding to negative eWOM on social media. Offering compensation is an effective strategy for restoring consumer satisfaction. Specifically, for low-cost brands, offering compensation can lead to even more favorable responses. Originality/value This study pioneers in exploring the roles of different brand feedback strategies and brand type in influencing consumers’ responses to brands’ handling of negative eWOM. This study revealed the underlying mechanism through the theoretical lens of expectancy violation and examined the impact of expectation violations on consumer satisfaction and brand love and brand hate.

The effects of corporate brand symbolism on consumer satisfaction and loyalty

2016 ◽  
Vol 28 (3) ◽  
pp. 481-498 ◽  
Author(s):  
Tatiana Anisimova
Keyword(s):  
Social Life ◽  
Consumer Satisfaction ◽  
Single Point ◽  
Social Aspects ◽  
Consumer Loyalty ◽  
Cross Sectional ◽  
Corporate Brand ◽  
Content Type ◽  
Strategic Role ◽  
The Impact

Purpose – The purpose of this paper is to test the effects of corporate brand symbolism on consumer satisfaction and loyalty on a sample of Australian automobile consumers. Design/methodology/approach – Survey research was employed to test the study hypotheses. The regression analysis was used to evaluate the relationships between an independent variable (corporate brand symbolism) and dependent variables (consumer satisfaction and loyalty). Findings – Support was found for all hypotheses formulated in this study. Regression results reveal consistent favourable and significant effects of corporate brand symbolism on both consumer satisfaction and loyalty. Research limitations/implications – Although this paper makes contributions in international marketing, the cross-sectional nature of the data collection method limits the information gained to the single point in time. This research studied the impact of corporate brand symbolism on consumers of one original equipment manufacturers (OEM). Having a larger number of participating car manufacturers/OEMs would have provided a wider insight. However, time and resources limitation did not allow to study a larger sample. In the future, practitioners are recommended to further understand the relationship between self and social aspects of brand symbolism in order to formulate more targeted communication strategies. Practical implications – The findings of this study point to the strategic role of the brand in generating both satisfaction and loyalty. In the light of increasing advertising costs and decreasing consumer loyalty, strengthening corporate brand symbolism makes a lot of economic sense. The findings suggest that managers need to take into account consumer need for identity expression and consider this in their branding strategies. Social implications – Humans are social beings by nature. However, international brand research has paid relatively little attention to how products are used by consumers in everyday life, including their social life. Consumer behaviours increasingly depend on social meanings they imbue brands with beyond products’ functional utility. It is argued the focus of symbolic consumption needs to be broadened and integrated more with social science concepts. Originality/value – This study captures a construct of corporate brand symbolism by including self and social aspects of symbolism. The current study also comprehensively measures consumer loyalty, including cognitive, affective and behavioural types of loyalty.

The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

Dilemma of “Make in India” for Dalmec industrial manipulator S.P.A, Italy

2017 ◽  
Vol 7 (2) ◽  
pp. 1-15
Author(s):  
Mithilesh Pandey ◽  
Yupal Sanatkumar Shukla
Keyword(s):  
Material Handling ◽  
Low Cost ◽  
Subject Area ◽  
Content Type ◽  
Safety Standards ◽  
Material Handling Equipment ◽  
Foreign Companies ◽  
Quality Material ◽  
Indian Industries ◽  
The Impact

Subject area The subject areas are strategic management, international marketing business-to-business marketing. Study level/applicability The study is applicable to undergraduate and postgraduate courses. Case overview Dalmec Industries Manipulators India Pvt. Ltd. was incorporated in 2011 as a private limited company under the Companies Act, 1956. The company was formed to carry on importing machinery and distributing it to the clients. This case focuses on the dilemma faced by the company: whether it should establish a manufacturing unit in India or continue with the current operation procedures. Dalmec has faced various problems in India regarding local players, low-cost material handling equipment and the nascent stage of material handling industry. In Europe and the Middle East, the industries are more focused on safety standards and provide high quality material handling products to their workers, compared to the Indian industries. As local players in material handling sectors price their product very low, to compete with them with quality products is a major challenge for foreign companies. The company needed to build a strong and unique brand for non-European markets. In India, the material handling equipment market is crowded with local players. So, Dalmec needs to establish its reputation as a reliable partner and create a distinct identity. It has to create brand awareness among Indian companies and influence the decision makers of the corporates. The case discusses the impact of Make in India campaign on Dalmec and examines whether the Make in India initiative will prove helpful to Dalmec. Expected learning outcomes This study enables to familiarize students with the expansion strategy of a company; help students understand the international market entry strategies frequently used by multinationals to expand their business.; examine the feasibility of entering into emerging markets like India; and make students understand the relevance of the Make in India campaign for foreign corporate players. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 11: Strategy.

Integrated maintenance and production decision fork-out-of-nsystem equipment with attenuation of product quality

2019 ◽  
Vol 36 (5) ◽  
pp. 735-751 ◽  
Author(s):  
Shao Xiao ◽  
Zhixiang Chen ◽  
Bhaba R. Sarker
Keyword(s):  
Product Quality ◽  
Low Cost ◽  
Uncertain Demand ◽  
Quality Level ◽  
Equipment Maintenance ◽  
High Quality ◽  
Content Type ◽  
Equipment Reliability ◽  
The Impact ◽  
Production Decision

PurposeEquipment reliability significantly impacts productivity, and in order to obtain high equipment reliability and productivity, maintenance and production decision should be made simultaneously to keep manufacturing system healthy. The purpose of this paper is to investigate the joint optimization of equipment maintenance and production decision fork-out-of-nsystem equipment with attenuation of product quality and to explore the impact of maintenance on the production and cost control for manufacturers.Design/methodology/approachA multi-period Markov chain model fork-out-of-nsystem equipment is set up based on the assumption that the deterioration of equipment is a pure birth process. Then, the maintenance cost, setup cost, inventory holding cost, shortage cost, production cost and the quality cost are analyzed with the uncertain demand and the attenuation of product quality stemmed from equipment deterioration. The total lowest cost per unit time and its specific calculation method are presented. Finally, the robustness and flexibility of the method are verified by a numerical example and the effects of equipment deterioration intensity and attenuation of product quality are analyzed.FindingsThe result shows that the joint decision model could not only satisfy the uncertain demand with low cost and strong robustness but also make the output products high quality level. In addition, the attenuation of product quality would influence the equipment maintenance and production decision and leads to the production waste and increases the operation cost greatly.Originality/valueImplications derived from this study can help production maintenance managers and reliability engineers adequately select maintenance policy to improve the equipment efficiency and productivity with high quality level at a relatively low cost.

scholarly journals Low cost digital fabrication approach for thumb orthoses

2017 ◽  
Vol 23 (6) ◽  
pp. 1020-1031 ◽  
Author(s):  
Miguel Fernandez-Vicente ◽  
Ana Escario Chust ◽  
Andres Conejero
Keyword(s):  
3D Printing ◽  
Computer Aided Design ◽  
Low Cost ◽  
Three Dimensional ◽  
Recovery Process ◽  
Digital Fabrication ◽  
Cost Comparison ◽  
Content Type ◽  
Custom Made ◽  
The Impact

Purpose The purpose of this paper is to describe a novel design workflow for the digital fabrication of custom-made orthoses (CMIO). It is intended to provide an easier process for clinical practitioners and orthotic technicians alike. It further functions to reduce the dependency of the operators’ abilities and skills. Design/methodology/approach The technical assessment covers low-cost three-dimensional (3D) scanning, free computer-aided design (CAD) software, and desktop 3D printing and acetone vapour finishing. To analyse its viability, a cost comparison was carried out between the proposed workflow and the traditional CMIO manufacture method. Findings The results show that the proposed workflow is a technically feasible and cost-effective solution to improve upon the traditional process of design and manufacture of custom-made static trapeziometacarpal (TMC) orthoses. Further studies are needed for ensuring a clinically feasible approach and for estimating the efficacy of the method for the recovery process in patients. Social implications The feasibility of the process increases the impact of the study, as the great accessibility to this type of 3D printers makes the digital fabrication method easier to be adopted by operators. Originality/value Although some research has been conducted on digital fabrication of CMIO, few studies have investigated the use of desktop 3D printing in any systematic way. This study provides a first step in the exploration of a new design workflow using low-cost digital fabrication tools combined with non-manual finishing.

Why amending building codes? An investigation of the benefits of regular building code amendment in New Zealand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amarachukwu Nnadozie Nwadike ◽  
Suzanne Wilkinson
Keyword(s):  
New Zealand ◽  
Built Environment ◽  
Low Cost ◽  
Significant Proportion ◽  
Construction Materials ◽  
Building Code ◽  
Ground Shaking ◽  
Content Type ◽  
Building Collapse ◽  
The Impact

PurposeThe New Zealand building code has played a vital role in reducing the impact of disasters in the built environment. Following the nature of earthquake occurrences, the associated impacts such as building collapse and the increase in technological innovation in the building sector, the New Zealand building code has been frequently amended. The building code amendment ensures that buildings and other related infrastructures can withstand the impact of ground shaking without substantial damages to buildings. The purpose of this paper is to identify and explore the benefits of building code amendments in New Zealand.Design/methodology/approachDocument analysis and closed-ended questionnaire were adopted as data collection instruments for this study. The relevant stakeholders comprise structural engineer, geotechnical engineer, architect, building services consulting engineer, licensed building practitioner, project manager, building contractor, local authority, academic/researcher and quantity surveyor.FindingsA significant proportion of the survey participants that agreed to the importance of building code amendments in New Zealand justify the benefits of the amendments. The study serves as a useful guide to policy regulators and researchers who are exploring other aspects of regular building code amendments in New Zealand. The findings from this study suggest that amending the New Zealand building code needs a proactive approach to promote local technology, enhance low-cost construction materials, training of code users and reducing bureaucracy in design approval and construction inspection. The study concludes that improving on the 28 factors identified in this study would contribute intensively to disaster risk reduction in the built environment and an increase in compliance level in New Zealand.Originality/valueThis paper originality comes from its practical approach towards identifying the benefits of building code amendments

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

The effectiveness of self‐management training in organisations from two culturally different countries

2009 ◽  
Vol 28 (7) ◽  
pp. 633-646 ◽  
Author(s):  
Indira Pattni ◽  
Geoffrey N. Soutar
Keyword(s):  
Repeated Measures ◽  
Low Cost ◽  
Reliability And Validity ◽  
Management Training ◽  
Field Investigation ◽  
Retail Banking ◽  
Self Management ◽  
Content Type ◽  
The Two Cultures ◽  
The Impact

PurposeThe purpose of this paper is to examine the impact of short training in self‐management skills on employees' efficacious beliefs and skills across cultures.Design/methodology/approachA longitudinal pre‐post field investigation repeated measures analysis is used to compare the effectiveness of the self‐management training between employees from Australia (individualistic country) and Kenya (collectivistic country).FindingsThe results suggest that there is a significant improvement in the learning of skills and efficacious beliefs post‐training (24 weeks). However, there are no significant differences in improvement between the two cultures and the training is similarly effective in both cultures.Research limitations/implicationsTraining focus is based on previous research that is primarily individual focused and further studies need to explore the training ethos. The assessments are developed for the study and need further examination to test their reliability and validity in other contexts. The individualistic and collectivistic criteria are drawn from Hofstede's work and may need further investigation as Hofstede's sample size of the Kenyan population is small. Finally, the results are unique to retail banking.Originality/valueThe effectiveness of this low‐cost training for enhancing employee efficacy has positive organisational outcomes, especially for those that have a multicultural workforce. It may be particularly useful for organisations in developing countries where cost is of concern.

Customer perception of CSR initiatives: its antecedents and consequences

2016 ◽  
Vol 12 (2) ◽  
pp. 263-279 ◽  
Author(s):  
Samra Chaudary ◽  
Zohad Zahid ◽  
Saad Shahid ◽  
Shamila N. Khan ◽  
Sana Azar
Keyword(s):  
Customer Loyalty ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Corporate Performance ◽  
Perceived Fit ◽  
Content Type ◽  
Customer Perception ◽  
Societal Benefit ◽  
Antecedents And Consequences ◽  
The Impact

Purpose This study aims to ascertain the impact of customer perception of CSR activities (philanthropic, environmental and ethical) conducted on various consumer and corporate related dimensions including; customer loyalty, consumer attachment, corporate performance and repurchase intention. The study also adds value by taking customer perception of CSR as a mediator between green image and performance. Design/methodology/approach Structural equation modelling is used after using different (valid and reliable) instruments to measure latent constructs. The study has a sample size of 250 “CSR Consumers”, who had some knowledge and awareness of CSR and green image being advertised and or labelled by the company (such as printing “Recycled” or other eco-friendly images/labels on shopping bag, fliers, outlets, etc.) and are consumers/customers of such firms. The respondent’s awareness was measured by randomly asking them to recall organizations that might have eco-friendly policies. Findings The key findings of the study are that perceived fit of culture along with CSR capability radically influences CSR perception within consumer minds and so, subsequently, customer attachment and overall performance of the corporation. The outcomes bestow significant ramifications for marketing and advertising philosophy combined with practice. Practical implications Stakeholders exist in the form of consumers other than employees. So consumer satisfaction must be imparted its fair share of importance. Managers must make sure that initiatives for societal benefit are well accepted and well recognized by consumers in a positive array of light. Corporations enthusiastically involved in initiating CSR activities and forecast a positive income. The study guides managers into not falling in this misconception and by recognizing that the fact is that the company managers must only expect higher performance levels once their CSR is in synchronization with the firm’s culture. Originality/value A number of studies have been conducted about CSR practices in the Indian context for example (Khan and Atkinson, 1987; Krishna, 1992; Arora and Puranik, 2004; Sood and Arora, 2006; Mishra and Suar, 2010); however, there is dearth of research in its neighbouring country Pakistan about CSR practices and consumer perceptions. Therefore, this research aims to fill this gap by examining CSR practices in Pakistan which has similar historical and colonial roots with India. In doing so, this study ascertains the impact of CSR activities conducted on various consumer and corporate related dimensions that incorporate customer loyalty, consumer attachment and corporate performance.

The impact of business strategy on leadership

2015 ◽  
Vol 8 (2) ◽  
pp. 110-126 ◽  
Author(s):  
Thomas G. Marx
Keyword(s):  
Organizational Performance ◽  
Business Strategy ◽  
Online Survey ◽  
Rating Scales ◽  
Low Cost ◽  
Content Type ◽  
Best Value ◽  
The Impact ◽  
Market Strategies ◽  
Practical Implications

Purpose – The purpose of this paper is to test the proposition that business strategy affects leadership functions, skills, traits, and styles, and to assess the implications of these effects for the practice of both leadership and strategic planning. Design/methodology/approach – This is an empirical study based on over 450 responses to an online survey. Continuous rating scales allowed the use of regression analysis to test the impacts of different strategies on leadership. Findings – The results provide strong empirical evidence that Product (Differentiation vs Low Cost strategies), Best Value, and Blue Ocean strategies have significant effects on leadership. Market strategies (Broad vs Niche strategies) have limited impacts. The greater complexity of Product, Best Value, and Blue Ocean strategies underlie these findings. Research limitations/implications – This study explores the effects of strategy on leadership. Future studies need to explore if these effects are moderated by external, competitive conditions, and if strategy mediates the impacts of leadership on organizational performance. Practical implications – The practical implications of these findings are that leaders must adjust their behavior and leadership styles to effectively implement alternative strategies, and planners must assess their organization’s leadership capabilities when formulating strategy. Originality/value – There have been numerous studies of the impacts of external/internal conditions on leadership, but this is one of the first studies of the critical impacts of strategy on leadership.

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