Place-based brand experience, place attachment and loyalty

2016 ◽  
Vol 34 (3) ◽  
Author(s):  
Sylvia Cardinale ◽  
Bang Nguyen ◽  
TC Melewar
Keyword(s):  
Place Attachment ◽  
Design Methodology ◽  
Brand Experience ◽  
Emotional Attachment ◽  
Brand Attachment ◽  
North East ◽  
The North ◽  
Positive Experiences ◽  
Wine Region ◽  
Practical Implications

Purpose This research explores (1) whether the experience of a winery visit may lead to a customer’s emotional attachment to the place where the winery is located and (2) whether this can lead to the establishment of long lasting relationships and loyalty to the place. The context of the study is the wine region of Friuli Colli Orientali in the North East of Italy. Design/methodology/approach Using a mixed-method approach, data from across the zone of Friuli Colli Orientali were obtained through a combination of interviews and a questionnaire survey. With responses from 10 wine buyers in a series of interviews and 210 usable questionnaires, the authors test the study’s hypotheses to investigate the behaviors of wine clients. Findings Findings show that a positive winery experience – consisting of relaxing, educational, entertaining, aesthetical and well-served tasting of good products - in a winery, develop both emotional attachment and subsequent loyalty to the place in which the winery is located. Practical implications For marketers, it is necessary to have a positive overall experience with a place-based brand. Providing customers with the above positive experiences make them feel attached to the place in which the winery is located and make them desire to return and become loyal visitors of the area. The wineries, providing positive experiences, should make all customers feel at home, attached and should encourage them to visit the zone again. Repeated visits will increase place attachment and subsequently, place loyalty. It is also necessary to gain new customers. The study shows that if the current clients are satisfied, they will spread positive WOM, encouraging other travellers to visit the place-based brand. Originality/value Several contributions have been made to the literatures. First, the study identified place-based brand experience (PBBE) dimensions in a winery visit. Second, the study provided information to clarify the relationships between place-based brand experience, brand attachment and brand loyalty in a framework. Finally, the study demonstrated that place-based brand experience lead to place attachment and place loyalty in a new context.

Brand experience and brand loyalty: is it a matter of emotions?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rania B. Mostafa ◽  
Tamara Kasamani
Keyword(s):  
Relationship Marketing ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Mediation Effect ◽  
Brand Experience ◽  
Experiential Marketing ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeBased on the stimulus–organism–response (SOR) model, the aim of this study is to explore the impact of brand experience (BE) on brand loyalty, with the mediation effect of emotional brand attachment (EBA) dimensions, specifically brand passion, self-brand connection and brand affection.Design/methodology/approachThe study utilized a sample of 278 smartphone users in Lebanon. A questionnaire was used for data collection and a mediation analysis was employed to test the hypothesized relationships.FindingsThe findings revealed that experiential brands promote long-lasting brand loyalty through building brand passion, self-brand connection and brand affection.Practical implicationsTo achieve a long-standing brand–consumer relationship, marketing managers should enhance and augment experiential marketing practices as this triggers deep emotional links and builds strong emotional ties with customers.Originality/valueIn contrast to previous studies on BE and loyalty, this research contributes to the literature by deepening the impact of emotions from the EBA perspective, specifically brand passion, brand affection and self-brand connection and posits the latter as mediators to the link between the BE and brand loyalty in the smartphone industry.

scholarly journals Practitioner perspectives of multi-agency safeguarding hubs (MASH)

2019 ◽  
Vol 22 (1) ◽  
pp. 9-20
Author(s):  
Sarah Shorrock ◽  
Michelle M. McManus ◽  
Stuart Kirby
Keyword(s):  
Design Methodology ◽  
Best Practice ◽  
Governance Structure ◽  
Structured Interviews ◽  
Content Type ◽  
The North ◽  
Everyday Practices ◽  
Agency Practices ◽  
Practical Implications ◽  
Insight Into

Purpose The challenges of transferring the theoretical requirements of an effective multi-agency partnership into everyday practices are often overlooked, particularly within safeguarding practices. Therefore, the purpose of this paper is to explore practitioner perspectives of working within a multi-agency safeguarding hub (MASH) and those factors that encourage or hinder a multi-agency approach to safeguarding vulnerable individuals. Design/methodology/approach Semi-structured interviews with 23 practitioners from one MASH location in the North of England were conducted, with a thematic analysis being used to analyse findings. Findings The interviews with practitioners illustrated the complexity of establishing a multi-agency approach to safeguarding. It was inferred that whilst information sharing and trust between agencies had improved, the absence of a common governance structure, unified management system, formalisation of practices and procedures and shared pool of resources limited the degree to which MASH could be considered a multi-agency approach to safeguarding. Practical implications Establishing a multi-agency approach to safeguarding is complex and does not occur automatically. Rather, the transition to collaborative practices needs to be planned, with agreed practices and processes implemented from the beginning and reviewed regularly. Originality/value Few studies have investigated the implementation of MASH into safeguarding practices, with this paper providing a unique insight into practitioner opinions regarding the transition to multi-agency practices. Whilst there is a focus on MASH, the challenges to arise from the research may be reflective of other multi-agency partnerships, providing a foundation for best practice to emerge.

scholarly journals Renegotiating power in adult safeguarding: the role of advocacy

2017 ◽  
Vol 19 (2) ◽  
pp. 78-91 ◽  
Author(s):  
Sarah P. Lonbay ◽  
Toby Brandon
Keyword(s):  
Older People ◽  
Social Workers ◽  
Design Methodology ◽  
Content Type ◽  
North East ◽  
Critical Realist ◽  
Research Findings ◽  
Depth Interviews ◽  
Practical Implications

Purpose The increased involvement of adults at risk in the safeguarding process has become a prominent issue within English safeguarding policy. However, there is evidence to suggest that actual levels of involvement are still low. The purpose of this paper is to present findings from a PhD study in relation to the benefits of advocacy in supporting this involvement in adult safeguarding for older people. Design/methodology/approach Participants in the study included advocates and social workers who had experience of working with older people through the safeguarding process within two North East England local authorities. A critical realist approach through in-depth interviews was taken with all the participants. Findings The research findings in relation to the benefits of advocacy in supporting older people going through safeguarding processes are reported. The practical limitations and factors which help and hinder advocacy support within the process are also considered. The theoretical implications for power, empowerment, and advocacy are also explored. Research limitations/implications A key limitation of this research is that it did not include older people who had been through safeguarding amongst the participants. Practical implications Key implications for practice and policy are discussed. Originality/value The paper provides an overview and critique of empowerment in adult safeguarding and the role that advocates play in promoting this key principle.

scholarly journals Surprise! We changed the logo

2016 ◽  
Vol 25 (3) ◽  
pp. 239-246 ◽  
Author(s):  
Julien Grobert ◽  
Caroline Cuny ◽  
Marianela Fornerino
Keyword(s):  
Design Methodology ◽  
Current Model ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Familiarity ◽  
Brand Values ◽  
The Impact ◽  
A Company ◽  
Practical Implications

Purpose This paper aims to investigate the impact of brand attachment and familiarity on perceived congruence between the logo and the brand. It explores the role of an under-researched factor, surprise, on perceived congruence in the case of a radical logo change. Design/methodology/approach A study was conducted with 220 students following a university logo change. Perceived congruence between the logos (old and new) and the school brand values was measured for two kinds of students, current and future (i.e. applicants). Findings Results show the importance of surprise in the acceptance of a logo change. Brand familiarity and brand attachment affect surprise in opposite ways, such that higher familiarity increases negative surprise, whereas higher attachment enhances positive surprise. Research limitations/implications This research used a school logo. Because schools represent a particular type of company, brand attachment to another type of brand could be different. The current model needs to be tested in different contexts. Practical implications Companies must pay special attention when communicating with their most attached consumers. In particular, companies that aim to change their logos must prepare for the change by relying on communications that can lead to positive surprise. Originality/value This study was conducted in a real context of logo change. It is the first study to focus on the link among familiarity, attachment and surprise when a radical logo change takes place within a company.

“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

2014 ◽  
Vol 4 (1/2) ◽  
pp. 87-100 ◽  
Author(s):  
Carsten Baumgarth
Keyword(s):  
Design Methodology ◽  
Consumer Behaviour ◽  
Brand Attitude ◽  
Brand Identification ◽  
Brand Attachment ◽  
Content Type ◽  
Cultural Sector ◽  
Visitor Survey ◽  
Practical Implications ◽  
Modelling Approach

Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from the classical brand research on the cultural sector. This model is tested by a visitor survey for an independent theatre and the soft modelling approach PLS. Findings – Brand attitude and brand attachment explain similar simple types of consumer behaviour in the cultural and arts context. However, most difficult visitors’ behaviour like volunteering or demonstration is only explained by brand attachment. Practical implications – Cultural manager should consider brand attachment as an additional construct in classical visitor surveys. Furthermore, cultural manager should develop and implement measures for increasing the brand attachment via a higher level of brand identification and brand prominence. Originality/value – This paper is the first research, which integrates the construct brand attachment in the cultural sector. Furthermore, the distinction between different categories of visitors’ behaviour is new and fruitful for further brand research in the cultural sector. Finally, the discussed measures for improving the brand attachment opens directions for further research.

Easy way to Facebook success

2014 ◽  
Vol 30 (11) ◽  
pp. 22-24
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Word Of Mouth ◽  
Ease Of Use ◽  
Brand Experience ◽  
Content Type ◽  
Pertinent Information ◽  
Facebook Pages ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Issues with ease of use and usefulness of Facebook pages might be addressed by attempting to reduce customer effort when accessing the pages. The authors conclude that customer effort influenced brand experience and consequently loyalty to brand Facebook pages and electronic word-of-mouth. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals An investigation of the impact of 2017 business rates revaluation on independent high street retailers in the north of England

2019 ◽  
Vol 37 (3) ◽  
pp. 241-254 ◽  
Author(s):  
Paul Michael Greenhalgh ◽  
Lynn Johnson ◽  
Victoria Huntley
Keyword(s):  
Design Methodology ◽  
Negative Impact ◽  
Content Type ◽  
The North ◽  
Alternative Perspective ◽  
High Street ◽  
The Impact ◽  
Practical Implications ◽  
Orthodox View ◽  
Market Towns

Purpose Many national retailers have complained about increases in business rates tax bills since the 2017 revaluation. What impact has the 2017 business rates revaluation had on independent high street retailers in market towns in the north of England? The paper aims to discuss these issues. Design/methodology/approach The study uses Valuation Office Agency rating list data to determine rateable value and business rates payable for independent high street retailers in eight northern market towns either side of the 2017 rating revaluation. The data were analysed using business rates matrices to reveal the impact of the new rating list on independent retailers in the eight locations. Findings Analysis reveals that the majority of independent retailers in the northern market towns sampled have experienced reductions in both the rateable value of their premises and business rates payable. Increase in the rates relief threshold has extended relief to almost half of the independent retailers in the study, most of whom receive 100 per cent relief. Practical implications Charity shops receive at least 80 per cent rates relief which means they are able to afford to pay higher rents. This “sets the tone” for landlords setting market rents in that location which are then used as comparable evidence by the VOA when determining rateable values at revaluation further polarising the gap between rate payers and those to are exempt. Originality/value Focussing on independent retailers on high streets in markets towns in north of England, this study provides an alternative perspective to the orthodox view of business rates revaluations having a negative impact on retailers.

Is it love or an identity crisis?

2015 ◽  
Vol 31 (6) ◽  
pp. 9-11
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Brand Names ◽  
Core Knowledge ◽  
Marketing Theory ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – There are several striking similarities between “brand love” and “brand attachment”. The politics of marketing theory are at work in keeping these constructs away from each other, the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms, and brand attachment and brand love are no more than the same core knowledge product offered under different brand names. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

An experiential model of consumer engagement in social media

2016 ◽  
Vol 25 (5) ◽  
pp. 424-434 ◽  
Author(s):  
Wondwesen Tafesse
Keyword(s):  
Poisson Regression ◽  
Design Methodology ◽  
Brand Experience ◽  
Consumer Engagement ◽  
Content Type ◽  
Proposed Model ◽  
Pertinent Data ◽  
Key Variables ◽  
Experiential Value ◽  
Practical Implications

Purpose This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic and embodied dimensions and tests their impact on consumer engagement. Design/methodology/approach The study operationalized key variables of the proposed model at the brand page level and assembled pertinent data, using systematic content analysis, on a sample of Facebook brand pages (n = 85). Poisson regression tested the proposed model. Findings The findings indicate that brands that facilitate greater number of experiential affordances on their Facebook brand pages generated higher levels of consumer engagement. For both brand post likes and brand post shares, the contributions of experiential affordances were significant and positive. Practical implications The findings offer actionable managerial insights for brands seeking to implement an experiential model of consumer engagement on their fan pages. Originality/value This study contributes to the literature by proposing and testing an experiential model of consumer engagement in the context of Facebook brand pages. To date, the experiential value of Facebook brand pages has rarely, if at all, been tested in an empirical study.

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.

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