An empirical study of the antecedents and consequences of brand engagement

2015 ◽  
Vol 33 (4) ◽  
pp. 575-591 ◽  
Author(s):  
Ho Yin Wong ◽  
Bill Merrilees
Keyword(s):  
Structural Equation ◽  
Goodness Of Fit ◽  
Fit Indices ◽  
Brand Performance ◽  
Content Type ◽  
Explanatory Variables ◽  
Brand Engagement ◽  
Consumer Perspective ◽  
Antecedents And Consequences ◽  
New Perspective

Purpose – The purpose of this paper is to develop and empirically test a model of brand engagement. More specifically, the aim is to evaluate both antecedents and consequences of brand engagement, from a management perspective. Design/methodology/approach – A quantitative survey of 403 firms is undertaken to test the model. Structural equation modelling (SEM) is used to estimate the parameters of the model. Findings – A reliable and valid measure of brand engagement is established. The SEM model works well, in terms of goodness of fit indices. The results demonstrate that there are major brand performance benefits (consequences) of brand engagement. Additionally, and important for the practical implications, the results show that brand orientation is a major antecedent to brand engagement. Research limitations/implications – The study needs to be replicated in other countries, with scope to add other explanatory variables for influencing brand engagement. The results have considerable practical benefits for guiding the introduction of measures to enhance brand engagement. Originality/value – The study builds on earlier (mainly consumer) conceptual approaches to brand engagement, but goes further in that it provides empirical evidence about the nature, antecedents and consequences of brand engagement and further, offers a management rather than consumer perspective. Essentially, the study reveals a new perspective of factors that encourage firms to connect/engage their brands with consumers. Brand engagement is a dual concept, reflecting both a consumer and a firm perspective.

Measuring fairness in franchisor-franchisee relationship: a confirmatory approach

2017 ◽  
Vol 45 (2) ◽  
pp. 158-176 ◽  
Author(s):  
Ateeque Shaikh ◽  
Saswata Narayan Biswas ◽  
Vanita Yadav ◽  
Debiprasad Mishra
Keyword(s):  
Factor Structure ◽  
Structural Equation ◽  
Large Scale ◽  
Goodness Of Fit ◽  
Threshold Level ◽  
Fit Indices ◽  
Validity And Reliability ◽  
Content Type ◽  
Perceptions Of Fairness ◽  
Three Factor

Purpose The purpose of this paper is to develop, test and validate a measure of fairness in the context of franchisor-franchisee relationship and test for the dimensionality of fairness. Design/methodology/approach The authors surveyed 300 franchisees of a large-scale franchisor in India. The authors employ confirmatory factor analysis (CFA) to analyse the data. Findings The authors tested four models of the fairness construct through CFA using structural equation modelling. The three-factor corrected model of the fairness construct exhibits comparatively better goodness of fit indices as compared to the other correlated models of the fairness construct. It clears the threshold level of validity and reliability test. The findings of the study suggest that the factor structure of fairness is three-factor correlated model with aspects of procedural fairness and informational fairness getting subsumed into one construct. Research limitations/implications Factor structure of fairness construct differs with earlier empirical research findings with both interpersonal fairness and informational fairness subsuming into each other to form one construct. Practical implications This measure can be utilized by franchisee managers to track perceptions of fairness among franchisees to manage the franchise relationship in a better way. Franchisees expect information sharing from the franchisor and not the representative of the franchisor. Originality/value To the best of the authors’ knowledge, this study is the first to develop a valid and reliable measure of fairness construct in the context of franchise relationship. This study also identifies factor structure of fairness construct.

An implementation framework of value management in the Nigerian construction industry

2018 ◽  
Vol 8 (3) ◽  
pp. 305-319 ◽  
Author(s):  
Bruno Lot Tanko ◽  
Fadhlin Abdullah ◽  
Zuhaili Mohamad Ramly ◽  
Wallace Imoudu Enegbuma
Keyword(s):  
Construction Industry ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Success Factors ◽  
Structural Model ◽  
Value Management ◽  
Successful Implementation ◽  
Fit Indices ◽  
Implementation Framework ◽  
Content Type

Purpose The purpose of this paper is to develop a framework for value management (VM) implementation by establishing the effect of critical success factors on current construction practices. This will aid stakeholders to improve productivity of construction practices in the Nigerian construction industry. The study established the requirements that ought to be satisfied for VM to successfully enhance productivity of construction activities. Design/methodology/approach Data collection was based on self-administered questionnaires from 344 registered construction professionals in Nigeria. The Statistical Package for Social Sciences version 25 and structural equation modelling were used to analyse the data for both descriptive and inferential analyses. Kaiser-Meyer-Olkin measure of sampling adequacy revealed that the internal consistency of the developed research instrument was appropriate, while the confirmatory factor analysis indicated satisfactory goodness-of-fit indices among acknowledged determinants of the structural model. Findings A framework that established the requirements for the successful implementation of VM construction practices in the Nigerian construction industry. Originality/value A structural model validated the requirements of applying VM on current construction practices. The established requirements (environment, people, government and information/methodology) can be used by decision makers and stakeholders to improve productivity of the current construction practices in the Nigerian construction environment. A framework was developed and validated by construction experts to confirm its suitability, usefulness and acceptance.

Stakeholders’ consensus on organizational technology acceptance; using thematic analysis and SEM

Kybernetes ◽  
2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ali Sarkeshikian ◽  
Amir Zakery ◽  
Mohammad Ali Shafia ◽  
Alireza Aliahmadi
Keyword(s):  
Technology Acceptance ◽  
Thematic Analysis ◽  
Perceived Risk ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Equation Model ◽  
Fit Indices ◽  
Content Type ◽  
Business To Business

Purpose Much research has been conducted on technology acceptance (TA), which is mainly about the acceptance by one user. As more than one person should be involved in business-to-business TA decision-making, it is suggested that different processes for making a consensus among different stakeholders should be considered. The purpose of this study is to demonstrate a model for essential activities and characteristics of advocators for accelerating the stakeholders’ consensus in the technology acceptance (SCTA). Design/methodology/approach The conceptual model of this research is presented using a thematic analysis of the interviews with the relevant experts and existing literature. Furthermore, the structural equation model was applied for analyzing empirically how advocators’ characteristics and activities affect consensus. In total, 248 respondents completed the questionnaires. Experts’ opinions, Krippendorff’s alpha index, Cronbach’s alpha coefficient and goodness of fit indices were applied to verify the reliability of the results. Findings Results show that “being leader” and “being influential” are two main characteristics for the advocators’ team that significantly affect SCTA. Reducing perceived “risk” for each stakeholder, developing a “common understanding” among them and demonstrating “resource readiness” are also the main tasks of advocators leading to SCTA. Originality/value The role of advocators in SCTA has been neglected. The main contribution of this study is identifying the required advocators’ activities and characteristics for achieving SCTA.

Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages

2019 ◽  
Vol 29 (1) ◽  
pp. 31-51
Author(s):  
Li-Chun Hsu
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Equation Modeling ◽  
Consumer Attitude ◽  
Multiple Perspectives ◽  
Content Type ◽  
Complex Process ◽  
Antecedents And Consequences ◽  
Hedonic Benefits

Purpose This study aims to investigate the social, utilitarian and hedonic benefits associated with a brand behavioral performance from an attitude contagion theory perspective. An integrated empirical model was constructed to identify the antecedents and consequences of consumer attitude contagion. Design/methodology/approach Data were obtained from 609 members of Facebook apparel brand fan pages using purposive sampling. Structural equation modeling was used to validate the proposed theoretical model. Findings Social, utilitarian and hedonic benefits could be used to explain the effects of attitude contagion on various relationships. Attitude contagion factors partially mediate exogenous factors and the behavior of brand fans. Regarding the attitude contagion effect, perceived community attitude and attitude toward fans’ sponsored recommendation posts have stronger explanatory powers for attitude toward products than for attitude toward brands. Specifically, attitude toward brands can indirectly influence members’ purchase intention through brand recall. The proposed model exhibited desirable goodness-of-fit. Practical implications The findings can give brand community managers insight into the development of consumer attitude contagion and assist companies to improve their community management. Originality/value This study contributes to multiple perspectives in the literature regarding social, utilitarian and hedonic benefits and adopted an extension viewpoint to explain that the formation of consumer attitude is a complex process.

Assessing the credibility of Web information by university students: findings from a case study in Iran

2020 ◽  
Vol 69 (8/9) ◽  
pp. 681-696
Author(s):  
Hamid Keshavarz
Keyword(s):  
University Students ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Equation Modeling ◽  
Fit Indices ◽  
Writing Style ◽  
Content Type ◽  
Web Information ◽  
Validated Questionnaire ◽  
Professional Information

Purpose The purpose of this paper is to explore how university students assess the credibility of diverse information available on the Web. Design/methodology/approach This paper used applied study and was conducted using the survey-descriptive method. Using a randomized stratified sampling method and the Cochran sampling formula, a sample including 380 student participants was selected from Shahid Beheshti University, Tehran, Iran. Data were gathered by administrating a validated questionnaire including eight components of ethics, writing style, website appearance, website identity, professional information, accuracy, usability and interaction. Data were analyzed by software SPSS 20.0 and LISREL 8.7. Findings Confirmatory factor analysis using structural equation modeling indicated that the overall framework is reliable according to the goodness of fit indices for the measurement and structural models showing a high quality on measuring the variable in the context studied. Findings also showed that the components usability, interaction, accuracy, website appearance, writing style, professional information, ethics and website identity had the standard relevance. Practical implications Users paid more attention to semantic- and expertise-related features compared to characteristics of the source and its authority. Such preference should be taken into account by providers when producing information and students when evaluating information. Originality/value The framework underlying this research had the required quality incorporating a set of most important criteria for exploring Web information evaluation behavior by the students, which is also useful for future related studies.

Building stronger hospitality brands through online communities

2018 ◽  
Vol 9 (2) ◽  
pp. 158-171 ◽  
Author(s):  
Tingting Zhang ◽  
Anil Bilgihan ◽  
Jay Kandampully ◽  
Can Lu
Keyword(s):  
Online Communities ◽  
Structural Equation ◽  
Online Community ◽  
Equation Modeling ◽  
Service Development ◽  
Brand Performance ◽  
Brand Relationships ◽  
Content Type ◽  
Brand Engagement ◽  
The Impact

Purpose Companies increasingly rely on online communities for social customer support, to develop and nurture relationships with customers, and to generate product and service development ideas. As yet, few studies have established the relationship between online communities and branding strategies. Therefore, the impact of online communities on branding requires investigation. The purpose of this paper is to examine the factors that influence brand relationships developed through online communities. Design/methodology/approach A theoretical model was developed based on marketing literature and tested using structural equation modeling with a sample size of 253 respondents. Findings Findings present the underlying reasons why and how online communities build stronger brand relationships with consumers. Online communities have been found to cultivate consumers’ sense of collectiveness with shared values conveyed through brand engagement; enhance consumers’ trust, leading to the establishment of a trustworthy image of the brand; and increase enjoyment and enrich consumers’ experience with the brand through participation and engagement. Originality/value This study provides insights to understand the direct relationship between online communities and brand performance. The findings of the study provide practical implications for brand relationship management and online community design. 研究目的 公司越来越依靠网上社区来提供社交式的消费者服务支持, 以建立和巩固与消费者的关系, 并且以获得产品、服务研发的新想法。至今为止, 很少的著作致力于研究网上社区与品牌战略的关系。因此, 网上社区对于品牌扩展的影响作用值得研究。本论文的研究目的即是研究通过网上社区建立起来的消费者品牌关系的诸多因素。. 研究设计/方法/途径 本论文的理论模型是以营销理论为基础而建立的。本论文采用结构方程模型, 253份样本数据, 来验证建立的理论模型。. 研究结果 各种通过网上社区建立更强消费者品牌关系的因素得以分析和整理。网上社区能够通过使消费者与品牌更贴近的各种活动, 以培养消费者对于品牌的认知和集体意识, 从而使消费者与品牌有一致的价值认知。此外, 网上社区还能增强消费者对于品牌的信任, 增强了消费者与品牌互动过程的愉悦感和体验感。. 研究原创性/价值 本论文对于网上社区和品牌表现之间的直接关系进行梳理和研究。其研究结果对于品牌关系管理和网上社区设计等方面有着很深的实际启示作用。.

An integrated model of luxury fashion consumption: perspective from a developing nation

2018 ◽  
Vol 22 (1) ◽  
pp. 49-66 ◽  
Author(s):  
Subhadip Roy ◽  
Varsha Jain ◽  
Nikita Matta
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Comprehensive Model ◽  
Luxury Consumption ◽  
Developing Nation ◽  
Content Type ◽  
Fashion Brand ◽  
Antecedents And Consequences ◽  
New Perspective ◽  
Post Purchase

Purpose The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach The hypotheses developed in the conceptual model are tested using survey data collected through mall intercept survey of real consumers (with sample sizes 382 and 544). Factor analysis and structural equation modeling are used to analyze the data. Findings Major results suggest a significant impact of consumer’s local/global orientation on the motivations and associations behind the luxury buying. Motivations and associations are found to influence luxury consumption, which in turn is found to have a positive effect on post-purchase thoughts/feelings. Social influence is found to have a moderating impact on the effects of motivations and associations on luxury consumption, respectively. Research limitations/implications The study is restricted to a developing nation context. However, this is one of the novel attempts to validate a comprehensive model of luxury consumption that could be replicated in other contexts. Practical implications The findings provide guidelines for a luxury marketer on the factors to consider and monitor while marketing a luxury fashion brand. Originality/value The present study adds a new perspective to the literature on luxury buying behavior with its empirically validated comprehensive model.

scholarly journals B2B service brand identity and brand performance

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1139-1162 ◽  
Author(s):  
Darren Andrew Coleman ◽  
Leslie de Chernatony ◽  
George Christodoulides
Keyword(s):  
Significant Influence ◽  
Structural Equation ◽  
Brand Management ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Performance ◽  
Content Type ◽  
Visual Identity ◽  
Service Brand ◽  
The Uk

Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.

Antecedents and consequences of extrinsic superstitious beliefs: a cross-cultural investigation

2015 ◽  
Vol 27 (4) ◽  
pp. 559-581 ◽  
Author(s):  
Jeremy J. Sierra ◽  
Michael R. Hyman ◽  
Byung-Kwan Lee ◽  
Taewon Suh
Keyword(s):  
Structural Equation ◽  
Self Esteem ◽  
Equation Modeling ◽  
Intrinsic Religiosity ◽  
Magical Thinking ◽  
The South ◽  
Content Type ◽  
South Korean ◽  
Antecedents And Consequences ◽  
Superstitious Beliefs

Purpose – The purpose of this paper is to advance the understanding of antecedents and consequences of superstitious beliefs. Design/methodology/approach – From survey data drawn from 206 South Korean and 218 US respondents, structural equation modeling is used to test the posited hypotheses. Findings – To extrinsic superstitious beliefs, both the South Korean and US models support the subjective happiness through self-esteem path and the anthropomorphism path; from these beliefs, both models support the horoscope importance path and the behavioral superstitious beliefs path. Only the US model supports the path from self-esteem to extrinsic superstitious beliefs, and only the South Korean model supports the path from intrinsic religiosity to extrinsic superstitious beliefs. Research limitations/implications – South Korean and US student data may limit generalizability. As effect sizes in this context are established, researchers have a benchmark for future quantitative superstition research. Practical implications – By further understanding antecedents and consequences of superstitious beliefs, marketers are in a better position to appeal to targeted customers. Anthropomorphism and intrinsic religiosity, not fully studied by marketing scholars, show promise as segmentation variables related to consumers’ attitudes and behaviors. Social implications – To avoid unethical practice, marketers must limit themselves to innocuous superstition cues. Originality/value – Leaning on experiential consumption theory and the “magical thinking” literature, this study augments the superstition literature by exploring carefully selected yet under-researched determinants and consequences of superstitious beliefs across eastern and western consumer groups.

Antecedents and consequences of trust: an e-tail branding perspective

2016 ◽  
Vol 44 (7) ◽  
pp. 713-730 ◽  
Author(s):  
Gopal Das
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Design Methodology ◽  
Brand Management ◽  
Online Shopping ◽  
Content Type ◽  
Equation Modelling ◽  
Managerial Implications ◽  
Antecedents And Consequences ◽  
Structured Questionnaire

Purpose – The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective. Design/methodology/approach – A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data. Findings – The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation. Originality/value – This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

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