scholarly journals Consumer confusion proneness: insights from a developing economy

2014 ◽  
Vol 32 (6) ◽  
pp. 722-734 ◽  
Author(s):  
Fandy Tjiptono ◽  
Denni Arli ◽  
Tania Bucic
Keyword(s):  
Southeast Asia ◽  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Three Dimensions ◽  
General Tendency ◽  
Content Type ◽  
Consumer Confusion ◽  
Young Consumers ◽  
Positive Word Of Mouth ◽  
The Impact

Purpose – The purpose of this paper is to examine young consumers’ general tendency to become confused and its effect on the word of mouth, trust, and consumer satisfaction in Indonesia – the largest smartphone market in Southeast Asia. Design/methodology/approach – A combination of convenience and purposive sampling were used to select the sample of young adults in Daerah Istimewa Yogyakarta (DIY), Indonesia. Findings – The results confirm that consumer confusion proneness comprises three dimensions; similarity confusion, overload confusion, and ambiguity confusion among young consumers in the smartphone market. Furthermore, each dimension has different consumer behavioural implications. Practical implications – In the context of Indonesia and when targeting young consumers, companies should focus on defining unique product features instead of simply imitating competitor offerings, because similarity confusion negatively affects consumer trust. Moreover, managers should consistently emphasize unique and value-adding features to overload the product. This will lead to increased positive word of mouth, especially with the growing trend of social media usage among young consumers in Indonesia. Originality/value – This paper represents a replication of Walsh and Mitchell's (2010) study. It is unique in that it is set in the context of the Indonesian smartphone market – the largest smartphone market in Southeast Asia, and concentrates specifically on the young consumer market. It provides valuable insights into the impact of consumer confusion proneness on the word of mouth, trust, and consumer across this age group and in this market.

The impact of hedonic dining experiences on word of mouth, switching intentions and willingness to pay

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anupama Sukhu ◽  
Anil Bilgihan
Keyword(s):  
Willingness To Pay ◽  
Word Of Mouth ◽  
Internal Validity ◽  
Service Encounters ◽  
Student Sample ◽  
Content Type ◽  
Hedonic Value ◽  
Restaurant Managers ◽  
Positive Word Of Mouth ◽  
The Impact

PurposeWhen customers decide to dine out, they choose a restaurant for both physiological and psychological reasons. The psychological reasons include the hedonic/enjoyment goal of the consumer. The purpose of this paper is to investigate whether dining experiences that provide a positive or negative hedonic value will influence positive word of mouth (PWOM), switching intentions (SI) and willingness to pay (WTP).Design/methodology/approachTwo survey-based experiments using student (N = 112) and general restaurant consumer samples (N = 270) were conducted to test the proposed theoretical model. The student sample provided internal validity, whereas the general consumer sample provided external validity for the study. Two types of manipulations were used to manipulate positive and negative restaurant service encounters. The second study randomly assigned participants into positive or negative scenarios.FindingsThe results suggest that positive (negative) service encounters lead to higher (lower) hedonic value. Higher hedonic value leads to PWOM, WTP and reduced SI. The findings of this study would assist restaurant managers and service scholars by bridging the gap between experiential and relationship marketing.Originality/valueThe current research investigates the dining out experience with a holistic lens.

Examining the effects of website‐induced flow in professional sporting team websites

2010 ◽  
Vol 20 (2) ◽  
pp. 115-134 ◽  
Author(s):  
Aron O'Cass ◽  
Jamie Carlson
Keyword(s):  
Consumer Satisfaction ◽  
Word Of Mouth ◽  
Theory Development ◽  
Internet Marketing ◽  
Professional Sport ◽  
Online Questionnaire ◽  
Cross Sectional ◽  
Content Type ◽  
Marketing Literature ◽  
The Impact

PurposeThis paper seeks to contribute to the internet marketing literature by examining the impact of flow on consumers' satisfaction, aroused feelings, website loyalty and word‐of‐mouth behaviours.Design/methodology/approachA self‐administered online questionnaire was used for data collection through a market research firm which randomly selected individuals of its online panel. Participants were asked to recall a recent encounter with their preferred professional sport website and refer to that website regarding their answers. Data were gathered from 400 consumers from a variety of professional sporting teams. The variables under investigation in the study were measured using established scales from the marketing literature and adapted to the context of the study.FindingsThe results indicate that a compelling online experience related to sporting team websites as represented by flow experiences appears to be a driver of positive aroused feelings, higher satisfaction levels, as well as website loyalty and positive word‐of‐mouth of sport consumers.Research limitations/implicationsThe sample of the study is restricted to consumer evaluations from a specific website‐service context being the professional sport sector. The empirical relationships between flow, aroused feelings, consumer satisfaction, website loyalty and word of mouth reported in the study are tentative in the sense that they are based on cross‐sectional data.Practical implicationsThe study provides important implications for flow theory development and implications for internet marketing strategy, especially for professional sporting teams.Originality/valueThe paper adds to the literature by investigating the relationship between flow and consequent outcomes of encounters and experiences of sporting team websites. Little research has addressed flow, and its effect on aroused feelings, consumer satisfaction and website‐related loyalty intentions, especially in the domain of professional sport websites.

scholarly journals The Impact of Celebrity Endorsement on Brand Affection and Purchase Intention: The Mediating Role of Word of Mouth

2017 ◽  
Vol 5 (2) ◽  
pp. 45-66 ◽  
Author(s):  
Farida Saleem
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Outcomes ◽  
Equation Model ◽  
Three Dimensions ◽  
Celebrity Endorsement ◽  
Mediating Role ◽  
Positive Word Of Mouth ◽  
The Impact

Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers. It also gauges the impact of word of mouth on purchase intention and brand affection in terms of the role it plays as a mediating construct between celebrity endorsement and consumers’ behavioral outcomes. The study uses a sample of 369 respondents to test a structural equation model. Its results reveal that the fully mediated model is superior to the partially mediated model and that trustworthiness is the most important attribute of celebrity endorsement, yielding positive consumer behavior.

Investigating logistics service quality in omni-channel retailing

2017 ◽  
Vol 47 (4) ◽  
pp. 263-296 ◽  
Author(s):  
Monique Murfield ◽  
Christopher A. Boone ◽  
Paige Rutner ◽  
Rodney Thomas
Keyword(s):  
Service Quality ◽  
Consumer Satisfaction ◽  
Service Providers ◽  
Three Dimensions ◽  
Consumer Loyalty ◽  
Content Type ◽  
Logistics Service ◽  
Logistics Service Quality ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of logistics service quality (LSQ) on consumer satisfaction and loyalty in an omni-channel retail environment. Design/methodology/approach An empirical, survey-based approach is used to collect data from consumers about experiences with two different omni-channel retail scenarios: buy-online-pickup-in-store (BOPS), and buy-in-store-ship-direct (BSSD). Participants responded to questions regarding the LSQ, consumer satisfaction, and consumer loyalty relative to their actual experience in one of these situations. Findings Results suggest that omni-channel consumers are truly unique, and all three dimensions of LSQ (condition, availability, and timeliness) are distinct in their impact on satisfaction and loyalty. Results suggest that in the BOPS sample, consumer satisfaction partially mediates the relationship between condition and loyalty and fully mediates the relationship between timeliness and loyalty. In the BSSD model, consumer satisfaction partially mediates the relationship between timeliness and consumer loyalty. Research limitations/implications This research studies LSQ in two different omni-channel scenarios; additional research is needed to explore other omni-channel scenarios and extend the findings to be more generalizable. Practical implications Managers should recognize that for omni-channel consumers, timeliness is the essential driver of satisfaction and loyalty. Retailers need to account for this reality and dedicate substantial resources to meet delivery requirements in a timely manner. Logistics service providers need to emphasize speed and reliability of their delivery processes for omni-channel consumers. Originality/value This research is the first attempt at conceptualizing LSQ in an omni-channel supply chain, and testing the impact of LSQ on consumer satisfaction and loyalty.

scholarly journals The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1353-1373 ◽  
Author(s):  
Rajat Roy ◽  
Vik Naidoo
Keyword(s):  
Regulatory Focus ◽  
Word Of Mouth ◽  
Empirical Studies ◽  
Interactive Effects ◽  
Future Research ◽  
Product Positioning ◽  
Content Type ◽  
Consumption Decision ◽  
Positive Word Of Mouth ◽  
The Impact

Purpose This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product. Design/methodology/approach Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses. Findings Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention-focused people under positive word of mouth. Under negative word of mouth, in comparison to their counterparts, promotion-focused people still retained their preference for experience attributes, whereas prevention-focused subjects reversed their preference and maintained status quo. Research limitations/implications Future research may validate and extend authors’ findings by looking into the underlying process or studying additional word of mouth variables that may moderate the current findings. Practical implications The findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes. Originality/value The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or its further moderation by word of mouth valence.

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

An empirical examination of firm financial performance along dimensions of supply chain resilience

2017 ◽  
Vol 40 (3) ◽  
pp. 254-269 ◽  
Author(s):  
Xun Li ◽  
Qun Wu ◽  
Clyde W. Holsapple ◽  
Thomas Goldsby
Keyword(s):  
Supply Chain ◽  
Financial Performance ◽  
Three Dimensions ◽  
Empirical Examination ◽  
Content Type ◽  
Supply Chain Resilience ◽  
Critical Dimensions ◽  
Firm Financial Performance ◽  
Supply Chain Agility ◽  
The Impact

Purpose This paper aims to investigate the impact of three critical dimensions of supply chain resilience, supply chain preparedness, supply chain alertness and supply chain agility, all aimed at increasing a firm’s financial outcomes. In a turbulent environment, firms require resilience in their supply chains to prepare for potential changes, detect changes and respond to actual changes, thus providing superior value. Design/methodology/approach Using survey data from 77 firms, this study develops scales for preparedness, alertness and agility. It then tests their hypothesized relationships with a firm’s financial performance. Findings The results reveal that the three dimensions of supply chain resilience (i.e. preparedness, alertness and agility) significantly impact a firm’s financial performance. It is also found that supply chain preparedness, as a proactive resilience capability, has a greater influence on a firm’s financial performance than the reactive capabilities including alertness and agility, suggesting that firms should pay more attention to proactive approaches for building supply chain resilience. Originality/value First, this study develops a comparatively comprehensive definition for supply chain resilience and explores its dimensionality. Second, this study provides empirically validated instruments for the dimensions of supply chain resilience. Third, this study is one of the first to provide empirical evidence for direct impact of supply chain resilience dimensions on a firm’s financial performance.

Impact of word-of-mouth, job attributes and relationship strength on employer attractiveness

2019 ◽  
Vol 42 (6) ◽  
pp. 721-739 ◽  
Author(s):  
Faiz Ahamad
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Information Source ◽  
Differential Impact ◽  
Content Type ◽  
Job Attributes ◽  
Relationship Strength ◽  
Job Information ◽  
Employer Attractiveness ◽  
The Impact

Purpose Job information through word-of-mouth (WOM) has a crucial impact on employer attractiveness. The phenomenal rise of social media offers alternate WOM platforms for sharing job information, which is quite different from traditional face-to-face WOM. The purpose of this paper is to examine the differential impact of traditional word-of-mouth (t-WOM) and social media word-of-mouth (s-WOM) on employer attractiveness along with the difference in the job attributes and relationship strength with the information source. Design/methodology/approach A 2 × 2 × 2 experiment was conducted to examine the impact of information source (t-WOM and s-WOM), job attributes (tangible and intangible) and relationship strength (strong and weak), on employer attractiveness. Source expertise and source trust were treated as the control variable. Findings The result shows the differential impact of t-WOM and s-WOM on employer attractiveness. Moreover, t-WOM from strong relation source found to have a high impact on employer attractiveness than s-WOM. No significant difference due to job attributes was found. Research limitations/implications Use of only positive WOM and not the negative one, student as the subjects, etc. Practical implications The present study suggests using t-WOM and s-WOM to attract talented job seekers. Originality/value This is the first study to analyze the differential impact of t-WOM and s-WOM on employer attractiveness.

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.

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