Effect of emotional experience on symbolic consumption in Generation Y consumers

2018 ◽  
Vol 36 (5) ◽  
pp. 514-527 ◽  
Author(s):  
Wanrudee Tangsupwattana ◽  
Xiaobing Liu
Keyword(s):  
Generation Y ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Emotional Experience ◽  
Empirical Support ◽  
Equation Modeling ◽  
Future Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y consumers’ income sources. Design/methodology/approach A conceptual model was developed to represent the proposed relationships among the related variables. Data from a total of 328 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses. Findings The study found that emotional experience has a significant and positive effect experience symbolic consumption, symbolic consumption provided a positive effect on brand loyalty. Research limitations/implications Time and resources limitation did not allow studying the larger sample. Future research should include more product categories. The sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors. Practical implications The findings suggest that symbolic consumption is a key motivation to increase brand loyalty when developing marketing strategies for the Generation Y consumers. Originality/value This study identifies the components of symbolic consumption in meaning for conspicuous products and provides empirical support for the effect of emotional experience and symbolic consumption on brand loyalty in coffee shop industry.

Symbolic consumption and Generation Y consumers: evidence from Thailand

2017 ◽  
Vol 29 (5) ◽  
pp. 917-932 ◽  
Author(s):  
Wanrudee Tangsupwattana ◽  
Xiaobing Liu
Keyword(s):  
Generation Y ◽  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Future Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Global Brands

Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses. Findings The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention. Research limitations/implications Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands. Practical implications The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer. Originality/value This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil ◽  
Leslie de Chernatony
Keyword(s):  
Social Relations ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Large Scale ◽  
Equation Modeling ◽  
Future Research ◽  
Tie Strength ◽  
Brand Love ◽  
Content Type ◽  
Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adem Uysal ◽  
Abdullah Okumuş
Keyword(s):  
Customer Satisfaction ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Content Type ◽  
Brand Authenticity ◽  
Negative Effect ◽  
The Difference ◽  
Positive Effect

PurposeThe purpose of this study was to determine the effect of consumer-based brand authenticity (CBBA) on customer satisfaction (CS) and brand loyalty (BL). The moderating effect of the variable “alternative attractiveness” in the relationship between CS and BL was further investigated. The study compared and analyzed the difference between global sportswear brands and domestic ones and the difference between global chocolate brands and domestic ones in terms of CBBA, CS, BL and attractiveness of alternatives (AA).Design/methodology/approachStructural equation modeling and multigroup analysis were conducted in order to analyze the data collected from 600 consumers via face-to-face survey.FindingsThe results showed that quality commitment and heritage-sincerity, which are subdimensions of CBBA, had a significant positive effect on CS. Additionally, both of them affected CS differently in the comparison of the global brands with the domestic ones. Furthermore, CS had a significant positive effect on BL, and AA had a negative effect on BL.Originality/valueThis study deepens the insights into the effects of antecedents of CBBA on CS and BL, enhancing the research with quantitative analysis through two different product groups. The study provides important cues on which antecedents of CBBA help to strengthen the authenticity of brands of Turkish and global origin, and also differs in that it examines to what extent the effect of CBBA on CS and BL varies across global and domestic brands.

scholarly journals Interpersonal trust, stress and satisfaction at work: an empirical study

2014 ◽  
Vol 43 (1) ◽  
pp. 96-115 ◽  
Author(s):  
Jacob Guinot ◽  
Ricardo Chiva ◽  
Vicente Roca-Puig
Keyword(s):  
Job Satisfaction ◽  
Risk Perception ◽  
Job Stress ◽  
Structural Equation ◽  
Interpersonal Trust ◽  
Well Being ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
Positive Effect

Purpose – Due to the divergent conclusions about the effects of interpersonal trust on job satisfaction, the study aims to look more deeply into this relationship by introducing job stress as a mediator variable. Design/methodology/approach – The paper uses structural equation modeling to analyze the opinions of 6,407 Spanish employees, taken from the 2008 Quality of Working Life Survey carried out by the Spanish Ministry of Labor and Immigration. Findings – The findings show that interpersonal trust has a positive effect on job satisfaction, and that job stress partially mediates this relationship. Furthermore, interpersonal trust is negatively related to job stress, which in turn is negatively related to job satisfaction. Research limitations/implications – Despite the pertinence and size of the database used in the study, it is very heterogeneous. Future research might delimit the database by organization size or sector. Qualitative studies may also improve our understanding of the relationships studied and enable other concepts to be included. Practical implications – Cultivating a climate of trust may provide organizations with a strategy to improve levels of mental well-being and satisfaction among their employees. Originality/value – This research explains why interpersonal trust has a positive effect on job satisfaction. The paper's conceptualization of trust implies risk assumption and low risk perception; low perception of risk is presumed to reduce job stress, and in turn, increase job satisfaction. The paper also puts forward reasons for why “excessive” interpersonal trust has been related to negative effects on job satisfaction. “Excessive” trust might infer high risk perception, which might increase job stress, and in turn decrease job satisfaction.

Diners’ loyalty toward luxury restaurants: the moderating role of product knowledge

2015 ◽  
Vol 33 (2) ◽  
pp. 179-196 ◽  
Author(s):  
Norman Peng ◽  
Annie Huiling Chen
Keyword(s):  
Food Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Empirical Support ◽  
Equation Modeling ◽  
Product Knowledge ◽  
Content Type ◽  
Consumption Behavior ◽  
Managerial Implications

Purpose – Consumers dine at luxury restaurants for reasons beyond fulfilling basic needs; however, little is known about the factors that contribute to diners’ loyalty. The purpose of this paper is to examine diners’ luxury restaurant consumption behavior by incorporating product knowledge into a modified Mehrabian-Russell model. Design/methodology/approach – Following exploratory qualitative research, 238 consumers who have dined at Hong Kong’s Michelin-starred luxury restaurants were recruited for the main study. The data were analyzed through structural equation modeling. Findings – The results show that luxury restaurants’ stimuli (i.e. food quality, service quality, and atmospherics) influence diners’ emotions, which in turn affect their brand loyalty. Furthermore, food quality can directly influence diners’ loyalty toward the restaurant. Third, diners’ product knowledge can moderate the relationships between restaurant stimuli and diners’ emotion. Research limitations/implications – This study offers new empirical support for the proposition that product knowledge has a role in building brand loyalty and thereby shades both theoretical and managerial understanding of the luxury restaurant consumption process. Originality/value – This study is one of the first to conceptualize diners’ loyalty toward luxury restaurants by examining the influences of restaurants’ stimuli and diners’ knowledge toward luxury restaurants. In addition, this study puts forth some managerial implications for practitioners.

scholarly journals The influence of the attributes of “Internet of Things” products on functional and emotional experiences of purchase intention

2018 ◽  
Vol 15 (3) ◽  
pp. 303-320 ◽  
Author(s):  
Luis Hernan Contreras Pinochet ◽  
Evandro Luiz Lopes ◽  
Caio Henrique Fernandes Srulzon ◽  
Luciana Massaro Onusic
Keyword(s):  
Internet Of Things ◽  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Emotional Experience ◽  
Statistical Significance ◽  
Equation Modeling ◽  
Future Research ◽  
Research Approach ◽  
Content Type

Purpose “Internet of things” is a broad term used to describe network connectivity to physical objects. Called connectable or smart objects, they are embedded in electronic circuits and software that make them capable of detecting, collecting and transmitting data and information. This paper aims to examine the influence of the attributes of “internet of things” products in the functional and emotional experience of purchase intention. Design/methodology/approach The study used a model adapted from Yaping et al. (2014), with adjustment for the constructs “emotional experience”, “functional experience” and “purchase intention”. The survey consisted of a sample of 747 valid questionnaires regarding users of “internet of things” products, through a structured questionnaire with 36 assertions, which were answered based on the Likert scale. The quantitative research approach followed an exploratory descriptive phase followed by the application of structural equation modeling. Findings Results validated most of the relationships of the model, with high levels of significance. In addition, there was a greater influence of emotional experience than functional on purchase intention for the selected sample, which mainly consisted of young people. Originality/value In short, the study confirmed the statistical significance of the structural paths, indicating that the proposed model is consistent, and with an appropriate adjustment can be applied in future research.

scholarly journals Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee

2019 ◽  
Vol 4 (2) ◽  
pp. 72
Author(s):  
Danu Triwinarko Widodo ◽  
Hapsari Setyowardhani
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Coffee Shop ◽  
Factors Affecting ◽  
Brand Involvement ◽  
Number Of Customers ◽  
Positive Effect ◽  
Brand Satisfaction

<p>As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing coffee shop in 2019, Janji Jiwa strives to maintain and increase its number of customers. This study replicates Kim and Lee's (2016) research on how coffee shops in South Korea increase their brand loyalty. It employs the purposive sampling method with 206 respondents and analysis is conducted using Structural Equation Modeling (SEM). The findings of the study reveal that customer brand identification has a positive effect on brand involvement, but no positive effect on brand-decision involvement. Both self-congruity and service value have a positive effect on brand involvement and brand-decision involvement. In addition, brand involvement and brand-decision involvement have a positive effect on brand satisfaction and brand loyalty. Finally, brand satisfaction has a positive effect on brand loyalty. Managerial implications and recommendations related to these findings will be discussed further in order to guide future research.</p>

Antecedent factors that affect restaurant brand trust and brand loyalty: focusing on US and Korean consumers

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
June-Hyuk Kwon ◽  
Seung-Hye Jung ◽  
Hyun-Ju Choi ◽  
Joonho Kim
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Hypothesis Test ◽  
Equation Modeling ◽  
Path Coefficient ◽  
Brand Trust ◽  
Significant Positive Effect ◽  
Hierarchical Analysis ◽  
Content Type ◽  
Positive Effect

Purpose This study aims to empirically analyze the effects of marketing communications, such as advertisement/promotion and social network service (SNS) content, on consumer engagement (CE), brand trust and brand loyalty. Design/methodology/approach The study’s participants were 230 US and 376 Korean consumers who have used (i.e. contacted) a food service establishment (i.e. family restaurant) at least once before and who continue to use an SNS (e.g. Facebook and Instagram). This study conducted a hypothesis test using structural equation modeling analysis. In addition, hierarchical analysis was performed to further generalize and support the statistical analysis results. Findings Advertisement/promotion and SNS content have a statistically significant positive effect on CE. Advertisement/promotion has a statistically significant positive effect on brand trust, and SNS content has a statistically significant negative effect on brand trust. CE has a statistically significant positive effect on brand trust, and CE and brand trust have a statistically significant positive effect on brand loyalty. No statistically significant differences were shown between the US and Korean consumer groups (critical ratios for difference of path coefficient < ± 1.96). The hypothesis test results of the structural equation model analysis and hierarchical analysis were the same for the entire group. Originality/value The findings indicate that the overall mediating role of CE is important. To the best of the authors’ knowledge, this is the first study to investigate which marketing communication channels are most effective in the restaurant sector.

New generation, psychological empowerment

2016 ◽  
Vol 28 (11) ◽  
pp. 2553-2569 ◽  
Author(s):  
Haiyan Kong ◽  
Ning Sun ◽  
Qi Yan
Keyword(s):  
Generation Y ◽  
Structural Equation ◽  
Career Satisfaction ◽  
Psychological Empowerment ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
New Findings ◽  
New Generation ◽  
Career Competencies

Purpose This study aims to explore the influence of psychological empowerment on the career competencies of Generation Y employees and the relationship between empowerment and career satisfaction. Design/methodology/approach Generation Y working in the hospitality industry comprised the target population of this study. A total of 500 questionnaires were distributed, and 458 valid questionnaires were obtained. Structural equation modeling was used to analyze the data and to test the causal relationships among the constructs. Findings Psychological empowerment was positively related to career competencies and career satisfaction. Moreover, the four dimensions of psychological empowerment, namely, impact, competence, self-determination and meaning, also contributed positively to the career competencies and satisfaction of Generation Y. Findings indicated that empowerment was an important predictor of career management among young employees. Research limitations/implications The limitation of this study is the use of convenience sampling method, with participants selected according to their accessibility. Future studies should collect a reasonably broad sample by using probability sampling methods. Practical implications The findings of this study provided useful guidance to manage and empower Generation Y employees. First, the importance of psychological empowerment to enhance the career competencies and satisfaction of young employees was proved. Second, this study provided detailed information on how to empower Generation Y employees. Third, this study may help to retain qualified employees by empowering and supporting their career development. Social implications This study highlighted the importance of empowerment in managing Generation Y employees. Once Generation Y employees are trusted and empowered, they tend to perform well in both their job and career. Findings indicated that the four factors of psychological empowerment had different contributions to careers of the employees. Results suggest that managers should attempt to assign challenging and meaningful tasks to young employees and to increase their responsibility and impact in the organization. To attract and retain qualified young employees, career competences should be enhanced to achieve a level of career satisfaction. Originality/value This study presented new findings on Generation Y and the outcomes of psychological empowerment. Initial evidence on the contribution of empowerment to the career issues of the new generation was proved. The findings outlined detailed information on psychological empowerment by exploring the function of its four factors. The results may serve as a foundation for future research on empowerment and career issues of Generation Y.

Organizational performance through the donation and collection of interorganizational knowledge

2016 ◽  
Vol 46 (1) ◽  
pp. 85-103 ◽  
Author(s):  
Felipe Nodari ◽  
Mirian Oliveira ◽  
Antonio Carlos Gastaud Maçada
Keyword(s):  
Knowledge Sharing ◽  
Organizational Performance ◽  
Absorptive Capacity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Future Research ◽  
Quantitative Methodology ◽  
Content Type ◽  
The Relationship ◽  
Positive Effect

Purpose – This paper aims to provide empirical evidence to support the relationship between interorganizational knowledge sharing, absorptive capacity and organizational performance, and proposes that interorganizational knowledge sharing is composed of two processes: knowledge donation and collection. Design/methodology/approach – A quantitative methodology is adopted to examine the proposed relationship between interorganizational knowledge sharing, absorptive capacity and organizational performance. The study uses survey data from 269 companies in Brazil. Structural equation modeling is applied to test the stated hypotheses and the model. Findings – The empirical findings indicate that interorganizational knowledge sharing is composed of the donation and collection of knowledge. Interorganizational knowledge collection is found to have a positive effect on interorganizational knowledge donation, while collection is found to have a positive effect, mediated by absorptive capacity, on organizational performance. Research limitations/implications – One limitation of this research was the predominant participation of smaller companies. Another is that the data were only collected from Brazilian companies. Moreover, an instrument to measure these constructs was proposed and validated to enable future research to be conducted into the process of interorganizational knowledge sharing and its components: knowledge donation and knowledge collection. Practical implications – Managers can enhance organizational performance by developing both the donation and collection of knowledge. Knowledge donation is particularly important because, in addition to its impact on absorptive capacity and organizational performance, it contributes to the development of knowledge collection, which is also indirectly related to performance. Originality value – The donation and collection of knowledge were validated as components of the interorganizational knowledge-sharing process, and the relationship between these processes and organizational performance is mediated by the absorptive capacity of the organization.

Sign in / Sign up

Export Citation Format

Share Document