Examining the drivers of employee brand understanding: a longitudinal study

2019 ◽  
Vol 28 (7) ◽  
pp. 893-907 ◽  
Author(s):  
Enrique Murillo ◽  
Ceridwyn King
Keyword(s):  
Structural Equation ◽  
Brand Management ◽  
Structural Equation Models ◽  
Longitudinal Design ◽  
Random Coefficients ◽  
High Turnover ◽  
Content Type ◽  
Service Employees ◽  
The Impact ◽  
Brand Understanding

Purpose The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers. Design/methodology/approach A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling. Findings Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed. Research limitations/implications As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study. Practical implications Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame. Originality/value This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.

scholarly journals Service encounter microblog word of mouth and its impact on firm reputation

2020 ◽  
Vol 34 (5) ◽  
pp. 717-733
Author(s):  
Jennifer Brannon Barhorst ◽  
Alan Wilson ◽  
Graeme James McLean ◽  
Joshua Brooks
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Structural Equation Models ◽  
Service Encounter ◽  
Service Encounters ◽  
Firm Reputation ◽  
Content Type ◽  
Negative Valence ◽  
Positive And Negative Valence ◽  
The Impact

Purpose It has now become a normal part of the consumption journey for consumers to share their positive and negative service encounters with firms on microblogs such as Twitter. There is, however, a limited amount of research on service encounter microblog word of mouth (SEMWOM) and its impact on firm reputation from a receiver’s perspective. This study aims to understand the comparative effects of positive and negative valence SEMWOM on receivers’ perceptions of firms’ reputations and the factors that are particularly salient to receivers’ perceptions of firm reputation upon exposure to SEMWOM. Design/methodology/approach An experiment exposed 372 Twitter users to positive and negative valence SEMWOM. To determine whether changes in perception of firm reputation occurred on exposure to both positive and negative valence SEMWOM, participants’ perceptions of a range of US airlines were measured before and after exposure to the SEMWOM. To confirm the factors that influence the perception of reputation on such exposure, six structural equation models were created to determine the comparative effects of positive and negative valence SEMWOM among three electronic WOM media as follows: video, photo and text. Findings Both positive and negative valence SEMWOM affect receivers’ perceptions of airlines’ reputations on exposure. Furthermore, the factors that influence perceptions of reputation on exposure to SEMWOM vary depending on valence and type of media contained in a tweet. Originality/value Although consumers now routinely share their positive and negative service encounters with brands on microblogs, scant research has examined receivers of positive and negative valence SEMWOM, important actors in the microblog domain. This study addresses this research gap by empirically investigating the impact of both positive and negative valence SEMWOM on receivers’ perceptions of firm reputation upon exposure to it.

The impact of brand associations on brand loyalty in the football industry

2016 ◽  
Vol 6 (5) ◽  
pp. 499-519 ◽  
Author(s):  
Daniel Maderer ◽  
Dirk Holtbruegge ◽  
Rachel Woodland
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Negative Impact ◽  
Equation Modeling ◽  
Brand Associations ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

HRM practices and the multifaceted nature of organization performance

2018 ◽  
Vol 13 (3) ◽  
pp. 315-334 ◽  
Author(s):  
Abdallah Taamneh ◽  
Abdallah Khalaf Alsaad ◽  
Hamzah Elrehail
Keyword(s):  
Organizational Performance ◽  
Organizational Citizenship Behavior ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Performance Measurement System ◽  
Organization Performance ◽  
Data Set ◽  
Content Type ◽  
Hrm Practices ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of human resource management (HRM) practices on the performance of Jordanian banks as determined by using the balanced scorecard (BSC) performance measurement system and by testing the effect of organizational citizenship behavior (OCB) as a possible mediator variable. Design/methodology/approach A questionnaire was used to collect data from the study sample, which consisted of 230 managers working in various banks across Jordan. The study hypotheses were then tested using SPSS and AMOS software by applying structural equation models (SEMs). Findings The data set revealed that the use of HRM practices had a significant impact on both employee OCB and bank performance in all the four dimensions of the BSC (financial, customer satisfaction, internal processes, learning and growth). In addition, OCB was found to have a positive significant impact on organizational performance. Moreover, results indicated that OCB partially mediates the relationship between HRM practices and organizational performance. Originality/value The authors examine the impact HRM practices on the organization performance through the mediation role of OCB. The results obtained from this study extend the existing literature by providing evidences from non-western country such as Jordan. Based on the findings, the theoretical and practical implications of the study as well as limitations and suggestions for future studies are also discussed.

Exploring the effectiveness of maintenance and quality management strategies in Indian manufacturing enterprises

2020 ◽  
Vol 27 (4) ◽  
pp. 1399-1431 ◽  
Author(s):  
Saumyaranjan Sahoo
Keyword(s):  
Quality Management ◽  
Human Resource Development ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Shop Floor ◽  
Performance Parameters ◽  
Content Type ◽  
Manufacturing Performance ◽  
Support Practices ◽  
The Impact

PurposeThe purpose of the paper is to examine the impact of human-related support practices, total productive maintenance (TPM) practices, and total quality management (TQM) practices on manufacturing performance parameters and their inter-relationship.Design/methodology/approachA research project was carried out in 94 Indian manufacturing companies, using the questionnaire method. The survey data was drawn from 169 respondents working in these companies. In this paper, the impact of TPM and TQM practices on manufacturing performance parameters and especially the role of support practices is investigated empirically using various structural equation models.FindingsTwo factors namely top management and leadership and human resource development categorized as support practices were found to positively influence the adoption of technical practices, i.e., TPM and TQM practices. Hence support practices were found to indirectly affect the manufacturing performance parameters via the technical factors. Also analyzing various structural equation models (SEM), shop floor implementation of TPM practices were found to be influenced (or guided) by the philosophy of TQM practices. In other words, through the proper adoption of TQM practices, the effectiveness of TPM practices gets increased.Research limitations/implicationsBecause of the chosen research approach, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further using a case study approach.Practical implicationsThe present study provides useful insights to practicing managers. The result of the study explaining the interrelationship between support practices (behavioral aspect) and technical practices can be used by practicing managers to develop a better understanding of the contribution of support and technical practices towards the realization of organizational objectives of growth and sustainability. In practice, TQM plays a great role in the adoption of TPM practices, which in turn helps to achieve quality in processes and therefore in products.Originality/valuePrevious research has often either concentrated on technical practices as one dimension without studying the effects of support practices on improving the adoption of technical practices. The results of the study take one step further by investigating the relationship between multiple aspects (support and technical aspects) of manufacturing practices and their impact on manufacturing performance.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

Customer relationship investment and relationship strength: evidence from insurance industry in China

2016 ◽  
Vol 30 (2) ◽  
pp. 201-211 ◽  
Author(s):  
Guicheng Shi ◽  
Huimei Bu ◽  
Yuan Ping ◽  
Matthew Tingchi Liu ◽  
Yonggui Wang
Keyword(s):  
Structural Equation ◽  
Service Providers ◽  
Self Report ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Content Type ◽  
Service Employees ◽  
Relationship Strength ◽  
Relationship Investment ◽  
The Impact

Purpose This study aims to elucidate how different relationship investment efforts by a service firm affect its customers’ perceived relationship investment; to determine how perceived relationship investment influences various dimensions of relationship strength; and to explore the moderating effects of customer innovativeness and complaint propensity on the relationship between the perceived relationship investment and relationship strength. Design/methodology/approach To minimize common method variance, data were collected from pairs of life insurance agents in China and their clients using self-report questionnaires. Hypotheses were tested using structural equation modeling. Findings The results indicate that customers value financial effort most followed by social effort and structural effort. Perceived relationship investment influences the affective strength most strongly, followed by cognitive strength and conative strength. Customer innovativeness and complaint propensity both moderate the effectiveness of perceived relationship investment in influencing two of the three dimensions of relationship strength. Originality/value This study is among the first to specify how service employees can guide consumer perceptions of relationship investment by applying three types of relationship investment effort. The impact of perceived relationship investment on different dimensions of relationship strength was assessed to demonstrate how service providers can benefit from investing in building consumer relationships. The moderating impact of consumer innovativeness and of complaint propensity was quantified. The research findings have important implications for managing different relationship investment as well as recruiting and training service employees.

scholarly journals Customer heterogenity in the development of e-loyalty

2015 ◽  
Vol 9 (3) ◽  
pp. 190-213 ◽  
Author(s):  
Raquel Chocarro ◽  
Monica Cortiñas ◽  
Maria Luisa Villanueva
Keyword(s):  
Structural Equation ◽  
Structural Equation Models ◽  
Unobserved Heterogeneity ◽  
Empirical Estimation ◽  
Content Type ◽  
Customer Heterogeneity ◽  
Online Shoppers ◽  
Development Processes ◽  
Post Hoc ◽  
The Impact

Purpose – The purpose of this study is to identify customer-specific differences in a general model of e-loyalty taking into account the existence of unobserved heterogeneity. Specifically, this paper aims to test for the presence of customer heterogeneity; assess the impact of potential bias when there is no control for heterogeneity; analyse the distinct customer segments that emerge from the empirical estimation of the model; and describe the segments by their demographic and psychological characteristics. Design/methodology/approach – Panel data from a survey of online shoppers are used in a post hoc segmentation method, which will enable us to identify segments, while estimating the parameters by means of structural equation models. Findings – Three distinct consumer segments emerge. The relative importance of e-loyalty and e-satisfaction is significantly determined by consumers’ shopping styles. Originality/value – This study highlights the need to consider unobserved customer heterogeneity when attempting to explain satisfaction and loyalty development processes in the retail context in general and e-commerce in particular. To the authors’ knowledge, this is the first time this approach has been used to analyse the impact of customer heterogeneity on e-satisfaction and e-loyalty.

Understanding drivers of brand love - the role of personalized ads on social media

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Trang P. Tran ◽  
Adrienne Muldrow ◽  
Khanh Ngoc Bich Ho
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Factors Affecting ◽  
Brand Engagement ◽  
Digital World ◽  
The Impact

Purpose This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media. Design/methodology/approach The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process. Findings Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not. Research limitations/implications The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world. Practical implications Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love. Originality/value This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

Intellectual capital, impact factor on competitiveness: manufacturing industry SMEs in Mexico

2016 ◽  
Vol 20 (1) ◽  
pp. 1-11 ◽  
Author(s):  
Jose Sanchez-Gutierrez ◽  
Juan Mejia-Trejo ◽  
Juan Antonio Vargas-Barraza ◽  
Guillermo Vazquez-Avila
Keyword(s):  
Intellectual Capital ◽  
Structural Equation ◽  
Manufacturing Industry ◽  
Structural Equation Models ◽  
Design Strategies ◽  
Key Factors ◽  
Content Type ◽  
Confirmatory Factor ◽  
Independent Variable ◽  
The Impact

Purpose The main purpose of this paper is to analyse the impact of the intellectual capital (IC) on the competitiveness in the manufacturing small- and medium-sized enterprises (SMEs) in Mexico. Design/methodology/approach The approach of this investigation is developing a theoretical construct to determine the correlation between IC and competitiveness and find the most relevant factors that impact it, where IC is independent variable and the competitiveness is dependant variable. Using the Likert scale to determine the degree of agreement or disagreement, the survey was applied to 420 SMEs. The results were analysed using confirmatory factor analysis, Cronbach’s alpha and subsequently structural equation models. Findings The results show that the IC dimensions – the information obtained, IC developed and learning and feedback – have an effect on the competitiveness of SMEs. The paper presents the theoretical validation of the factors that impact on IC and competitiveness and hence they are the key elements that impact mostly on each analysed variable. Practical implications The results obtained measure the level of correlation between the variables in the study, helping to design strategies for the key factors needed to integrate the IC and to develop competitive synergies in the manufacturing SMEs. Originality/value This study shows the effects of the IC that are directly impacting the competitiveness of SMEs so that each factor of the dependent and independent variables should be analysed separately to propose improvements in implementing IC to seek higher level of competitiveness.

scholarly journals Assessing the impact of pubs on community cohesion and wellbeing in the English countryside

2017 ◽  
Vol 29 (1) ◽  
pp. 489-506 ◽  
Author(s):  
Ignazio Cabras ◽  
Matthew P. Mount
Keyword(s):  
Rural Areas ◽  
Small Businesses ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Local Level ◽  
Empirical Studies ◽  
Third Places ◽  
Community Cohesion ◽  
Content Type ◽  
The Impact

Purpose This paper aims to explore and examine how public houses or pubs function as facilitators and developers of community cohesion and social interactions in rural areas of England. Design/methodology/approach The authors use data and information about facilities and services available for 284 rural parishes in two different points in time (2000 and 2010) to elaborate an index measurement of community cohesion. The index, created upon a range of discrete variables capturing multiple aspects of community living, is then investigated by using structural equation models to assess the impact of pubs in shaping the levels of community cohesion in the English countryside. Findings Findings gathered from the analysis identify a strong positive relationship between the presence of pubs and higher levels of community cohesion index occurring within the examined parishes, indicating that this relationship is maintained in time regardless of size of the parish, although different impacts are found in the two time points considered. Research limitations/implications As the study is based on a longitudinal examination, it can stimulate research on themes and issues regarding the impact of third places on community cohesion and social capital in rural and remote communities, increasing the amount of information and data available. For instance, due to the nature of information considered, the study could not explore the effects on rural communities’ wellbeing associated with different types of pubs’ ownership and management. Practical implications These results provide a valuable and original contribution to the literature related to the measurement of community cohesion and wellbeing with regard to third places such as small businesses and local retailers, whose significant functions of fostering social aggregation and communal initiatives at a local level are frequently neglected. Social implications Findings from this study provide a valuable opportunity for policymakers and local administrators to evaluate policies and actions in support of their communities. In particular, findings provide an original piece of information about the social value of community pubs particularly in small and peripheral areas of England. Originality/value The paper provides new and original information about the importance of pubs and third places in general in fostering and developing community cohesion and wellbeing at a local level. Given the significant paucity of empirical studies in the field, the paper represents a valuable contribution to knowledge with particular regard to the methodology applied as well as the potential implications of its findings.

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