Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sanjay Puligadda ◽  
James R. Coyle ◽  
John Ni
Keyword(s):  
Individual Differences ◽  
Design Methodology ◽  
Resource Depletion ◽  
Online Behavior ◽  
Process Information ◽  
Content Type ◽  
Brand Engagement

Purpose Consumers’ engagement with brands online is increasingly important for marketers for both promotion of their brand’s message and sales. The purpose of this paper is to examine if consumers’ brand schematicity, a generalized consumer disposition to process information using brand schema, influenced their proclivity to engage with brands online through consuming and co-creating brand-related content, and the influence of online brand engagement on actual purchase of brands. Design/methodology/approach Two experiments were conducted to test the hypotheses. Findings Study 1 shows that brand schematicity increases online brand consumption and online brand co-creation and Study 2 shows that this online brand engagement is not always beneficial to brands in terms of sales. Specifically, because of resource depletion, consumers who co-create brand content online may purchase brands less while those that consume online brand content purchase more brands. Originality/value There is a lack of previous research addressing individual differences in consumers’ online brand engagement that this paper investigates. Further, a generalized, dispositional variable such as brand schematicity has not been hitherto investigated in the context of consumers’ online behavior. Finally, this paper shows counter-intuitive effects of online brand engagement on brand purchase.

Homesickness: a comparative study of defense and civilian employees and individual differences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naval Garg ◽  
B.K. Punia ◽  
Vanshikha Kakkar ◽  
Sarika Kumari
Keyword(s):  
Factor Analysis ◽  
Individual Differences ◽  
Design Methodology ◽  
Nuclear Family ◽  
Family Type ◽  
Adjustment Problems ◽  
Content Type ◽  
Five Dimensions ◽  
Confirmatory Factor ◽  
Civilian Employees

Purpose Most of the studies in the field of homesickness are confined to students; this study aims to explore the feeling of homesickness among working professionals. Also, it tends to examine individual differences in the experience of homesickness across employees of different gender, ages, experience, family type, etc. The study also aspires to compare homesickness among military and civil employees. Design/methodology/approach The study explores five dimensions of homesickness, namely, missing family, missing friend, rumination about home, feeling lonely and adjustment problems. The collected data is subjected to reliability, validity and confirmatory factor analysis. Further, t-test and analysis of variance are used to explore homesickness differences across soldiers and corporate employees. Findings The study reveals that homesickness is significantly higher for employees in the male, unmarried, nuclear family, above the age of 45 years, and below the graduation category. Also, defense people experience more homesickness than civilian employees. Originality/value This study is one of the pioneer studies that compare homesickness among defense and civilian employees. Also, variables such as type of family, the experience of employees and marital status have hardly been explored in the literature of homesickness.

Managing material value creation matters in integrated reporting

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Natasja Steenkamp ◽  
Roslyn Roberts
Keyword(s):  
South African ◽  
Value Creation ◽  
Design Methodology ◽  
Qualitative Approach ◽  
The Body ◽  
Structured Interviews ◽  
Integrated Reporting ◽  
Process Information ◽  
Content Type ◽  
Body Of Knowledge

Purpose This paper aims to explore how advanced integrated report preparers internalise and operationalise material value creation information to manage the generation of such information for the integrated report. Design/methodology/approach The paper adopts a qualitative approach using in-depth semi-structured interviews to examine how information about material value creation matters in six South African organisations are managed. Findings The findings will be useful to integrated reporting adopters as to how they might implement appropriate processes and systems to determine, communicate, collect and process information about matters that substantively affect their value creation. Originality/value The paper contributes to the body of knowledge by providing insight on how material value creation matters are determined, communicated internally and information about such matters generated.

Brand tribalism: an anthropological perspective

2014 ◽  
Vol 23 (1) ◽  
pp. 2-15 ◽  
Author(s):  
Harry A. Taute ◽  
Jeremy Sierra
Keyword(s):  
Design Methodology ◽  
Explanatory Power ◽  
Measurement Properties ◽  
Anthropological Perspective ◽  
Content Type ◽  
Repurchase Intentions ◽  
Study Approach ◽  
Brand Engagement ◽  
Anthropological Theory ◽  
Brand Tribalism

Purpose – Companies should move beyond product attribute positioning to fostering affective-laden relationships with customers, as customers often want to feel engaged with the brand they purchase. These brand tribal members share something emotively more than mere brand ownership. As measures of brand engagement continue to evolve, proven instruments measuring brand tribalism and studies investigating its explanatory power are limited. The purpose of this paper is to help fill this research fissure by offering a three-study approach, leaning on Sahlin's anthropological theory of segmented lineage. Design/methodology/approach – In Study 1, the authors develop and evaluate the measurement properties of a brand tribalism scale. Using survey data in Study 2 and Study 3, the applicability of brand tribalism on brand-response variables across two technological contexts is examined. Findings – Data drawn from ordinary brand users confirm scale validity while questioning the efficacy of communal social structures to affect brand attitude and repurchase intentions. Research limitations/implications – Moving consumers from occasional brand users to members of their brand tribe should be one of many company objectives. The studies here offer acumen as to why such objectives should be pursued and how they can be met. Originality/value – The data from the three studies lend insight to the importance of brand tribalism, its measurement properties, and raise issues regarding its effect on key brand-related outcomes.

Interactive brand experience pathways to customer-brand engagement and value co-creation

2016 ◽  
Vol 25 (5) ◽  
pp. 402-408 ◽  
Author(s):  
Bill Merrilees
Keyword(s):  
Environmental Impacts ◽  
Design Methodology ◽  
Customer Engagement ◽  
Original Research ◽  
Brand Experience ◽  
Empirical Testing ◽  
Content Type ◽  
Brand Engagement ◽  
Interactive Experience ◽  
Practical Implications

Purpose The paper aims to address a question posed by Ruth Bolton (2011):“What kinds of interactive experiences lead to favourable customer engagement rates”? Design/methodology/approach Building on the literature, the paper develops different interactive experience pathways for both functional and hedonic brands. Findings The different pathways are developed formally for both brand types. Different facets of brand experience and different facets of interactivity are entailed for each brand type. The models are illustrated with actual brands. Research limitations/implications The study is primarily conceptual and requires empirical testing. The purpose of the paper is to motivate academics to explore the nature of interactive experiences in whatever way they choose. Practical implications The different interactive experience pathways between functional and hedonic brands imply different engagement and co-creation strategies by firms. Generally, a richer set of engagement options are relevant to the hedonic brand. However, using the Domino’s Pizza example, the paper suggests that functional brands can extend their repertoire of engagement tools by borrowing inspiration from the hedonic brands. Social implications There is a major social or community aspect to interactive experiences. Moreover, some of the brands used as examples in the paper, such as Patagonia, have major social or environmental impacts. Originality/value This original research pioneers the discovery and coding of the nature of interactive brand experiences. Hitherto, the domain can be construed as the idiomatic, “elephant in the room”, an important topic but not discussed. The conversation has now begun.

Customer–brand engagement and Facebook fan-page “Like”-intention

2017 ◽  
Vol 26 (2) ◽  
pp. 120-134 ◽  
Author(s):  
Tilo Halaszovich ◽  
Jacques Nel
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Design Methodology ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Conditional Effects

Purpose The potential outcomes of social media-facilitated customer–brand relationships have prompted many firms to develop strategies that would enable them to connect with as many customers as possible through social media. Nevertheless, the marketing value of these artificial connections is questionable. Therefore, this paper aims to identify determinants of customers’ intention to connect with a brand on social media (i.e. Facebook) in the absence of “pull-strategies”. Design/methodology/approach In this paper, the concept of customer–brand engagement (CBE) is applied to the intentions to “Like” a brand’s Facebook fan page using structural equation modelling. Findings The results show that the three dimensions of CBE collectively explain about 50 per cent of the intentions to “Like” a brand’s Facebook fan page. Additionally, the results show that the influences of two of the CBE dimensions on the two “Like”-intentions are conditional effects of brand trust. Originality/value Because of the novelty of the CBE construct, further investigation of its application in a social media setting is lacking. To address this gap in the literature, the purpose of this paper is to investigate how CBE influences customers’ intention to “Like” a brand’s Facebook page.

Individual differences impact support for vigilante justice

2016 ◽  
Vol 8 (3) ◽  
pp. 186-196 ◽  
Author(s):  
Christine M McDermott ◽  
Monica K Miller
Keyword(s):  
Decision Making ◽  
Individual Differences ◽  
Design Methodology ◽  
Moral Disengagement ◽  
Need For Cognition ◽  
Content Type ◽  
Starting Point ◽  
Vigilante Justice ◽  
Us University ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the relationships between moral disengagement, individual differences (i.e. need for cognition (NFC), faith in intuition, legal authoritarianism) and responses to vigilantism. Design/methodology/approach – US university students were surveyed. Findings – NFC reduced support for vigilante justice while legal authoritarianism increased support for vigilante justice. Both relationships are mediated by moral disengagement, which also increases support for vigilante justice. Research limitations/implications – The present study provides a starting point for further research on individual differences and responses to vigilantism. Practical implications – Results expand on the understanding of the function of individual differences in a morally charged decision-making task. Content has implications for academics and legal practitioners. Originality/value – Vigilante justice is embedded within American culture. However, vigilantism is currently illegal, and recent instances of what might be considered vigilante justice (e.g. George Zimmerman, David Barajas) have highlighted the controversy surrounding such extralegal violence. Little research has focussed on the moral quandary posed by vigilantism.

scholarly journals Customer brand engagement during service lockdown

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Linda D. Hollebeek ◽  
Dale L.G. Smith ◽  
Edward Kasabov ◽  
Wafa Hammedi ◽  
Alexander Warlow ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Design Methodology ◽  
Free Market ◽  
Content Type ◽  
Brand Engagement ◽  
Managerial Implications ◽  
Practical Implications ◽  
Essential Service ◽  
Service Closure ◽  
Service Interactions

Purpose While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown. Design/methodology/approach Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions. Findings The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions. Research limitations/implications Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined. Practical implications This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown. Originality/value By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

The influence of different brand strategies on consumers’ cognitive processes

2016 ◽  
Vol 32 (8) ◽  
pp. 24-26
Keyword(s):  
Cognitive Processes ◽  
Design Methodology ◽  
Process Information ◽  
Content Type ◽  
Brand Strategies ◽  
Performance Satisfaction ◽  
First Time

Purpose The paper aims to explore how customers process information differently under two dissimilar types of brand strategies. Design/methodology/approach The paper examines the case of two different dish washing soap brands, and evaluates their strategy according to customers’ feedback. Findings The results confirm considerable differences between the two brand strategies with regards to their influence of the customers’ cognitive processes. Originality/value The paper examines for the first time the effect of differentiation level strategies on the performance–satisfaction–value–intentions relationship.

The landscape of customer engagement in hospitality and tourism: a systematic review

2020 ◽  
Vol 32 (5) ◽  
pp. 1837-1860 ◽  
Author(s):  
Fei Hao
Keyword(s):  
Systematic Review ◽  
Design Methodology ◽  
Customer Engagement ◽  
Measurement Scales ◽  
Content Type ◽  
Brand Engagement ◽  
Original Definition ◽  
Hospitality And Tourism ◽  
Definition Of ◽  
Conceptual Nature

Purpose This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research. Design/methodology/approach A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism. Findings This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed. Originality/value This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.

Cultural humility and low ethnocentrism as facilitators of expatriate performance

2016 ◽  
Vol 4 (1) ◽  
pp. 4-17 ◽  
Author(s):  
Paula Caligiuri ◽  
Nataliya Baytalskaya ◽  
Mila B Lazarova
Keyword(s):  
Individual Differences ◽  
Design Methodology ◽  
Negative Influence ◽  
Cultural Humility ◽  
Matched Sample ◽  
Multinational Organization ◽  
Content Type ◽  
Supervisor Ratings ◽  
National Environment ◽  
The Individual

Purpose – For decades, expatriate scholars have understood that the individual factors of cultural humility and ethnocentrism and the contextual factors of feedback and support affect expatriates’ outcomes. The study, rooted in the observation that great advice and support are often ignored by expatriates, seeks to uncover why. Based in the humility literature, the authors test whether individual differences interact with support to affect expatriate performance. The paper aims to discuss these issues. Design/methodology/approach – The authors surveyed a matched sample of 62 expatriates and their supervisors from one multinational organization. Findings – The study found that expatriates higher in cultural humility benefit more from the support and feedback offered in the host national work environment which, in turn, facilitates better supervisor ratings of performance. The authors also found that expatriates’ ethnocentrism has a direct negative influence on their ratings of performance. Research limitations/implications – The findings in the study are focussed and robust, but tested within a single organization. That said, the authors believe the results have implications for expatriate selection and for ways to manage the host national environment to improve expatriate performance. Originality/value – The study joins the research conversation on how expatriates’ individual differences interact with the environments in which they are placed to affect their success. This study also underscores the importance of humility in the global professional context.

Sign in / Sign up

Export Citation Format

Share Document