The nexus between customer equity and brand switching behaviour of millennial Muslim consumers

2019 ◽  
Vol 8 (1) ◽  
pp. 62-80 ◽  
Author(s):  
Munazza Saeed ◽  
Ilhaamie Binti Abdul Ghani Azmi
Keyword(s):  
Structural Equation ◽  
Customer Equity ◽  
Content Type ◽  
Brand Switching ◽  
Equation Modelling ◽  
Switching Behaviour ◽  
Cluster Probability ◽  
Different Cultures ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose The purpose of this paper is to examine the influence of customer equity on the brand-switching behaviour of millennial Muslim consumers in Pakistan and Malaysia using the theory of planned behaviour framework. Design/methodology/approach Data were collected from 706 millennial Muslim consumers from two universities in each country through a self-administered questionnaire using a multi-cluster probability sampling and were analysed using structural equation modelling. Findings The findings demonstrate that the customer equity dimensions (awareness of American brands, perceived quality and image of American brands) are significantly different between the two countries, and moreover, customer equity strongly influences the brand-switching intention behaviour in both countries, and this consequently influences the actual brand-switching behaviour. Practical implications This study is important for those firms who have many prospective switchers and Muslim consumers, because it is essential to understand why brand-switching behaviour occurs, and to what extent such firms can discourage such consumers from leaving the brand. Originality/value This is the first paper of its kind to examine the brand-switching behaviour of millennial Muslim consumers in two different cultures.

A cross-cultural study of staying reasons of American brands

2019 ◽  
Vol 10 (1) ◽  
pp. 249-268 ◽  
Author(s):  
Munazza Saeed ◽  
Ilhaamie Abdul Ghani Azmi
Keyword(s):  
Cultural Study ◽  
Design Methodology ◽  
Cross Cultural ◽  
Content Type ◽  
Cross Cultural Study ◽  
Brand Switching ◽  
Switching Behaviour ◽  
Switching Barriers ◽  
Different Cultures ◽  
Practical Implications

Purpose Although researchers have investigated thoroughly the consumer’s brand switching behaviour, the probability of confusion regarding “brand switching” is a less travelled road so far. Therefore, the purpose of current study is to investigate and highlight the underlying convincing parameters in relation to not switching from American brands within the context of millennial Muslim consumers in Pakistan and Malaysia. Design/methodology/approach Data were collected from 704 consumers living in two divergent cultures, who were asked about American brands. Two categories of “reasons to stay” were examined: switching barriers and affirmatory factors. Findings The main discovery was that staying reasons for specific brands could be different in two different cultures, but they influence the ultimate brand switching behaviour. Practical implications This study is important for those firms who have many prospective switchers because it is important to understand why these customers stay and discover to what extent such firms can discourage such consumers from leaving, in both positive and negative ways. Originality/value This is the first paper of its kind that examines the brand switching behaviour of millennial Muslim consumers.

Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia

2015 ◽  
Vol 6 (1) ◽  
pp. 133-147 ◽  
Author(s):  
Ahasanul Haque ◽  
Abdullah Sarwar ◽  
Farzana Yasmin ◽  
Arun Kumar Tarofder ◽  
Mirza Ahsanul Hossain
Keyword(s):  
Structural Equation ◽  
Random Distribution ◽  
Service Industry ◽  
Food Service ◽  
Food Products ◽  
Content Type ◽  
Muslim Countries ◽  
Equation Modelling ◽  
Halal Food ◽  
Practical Implications

Purpose – This study aims to identify the factors that influence Malaysian non-Muslim consumers’ perception towards buying halal food products. Design/methodology/approach – A structured close-ended questionnaire was used for data collection through a random distribution to 500 non-Muslim consumers from various states in Malaysia. Findings – Using SPSS package, the factor analysis was able to identify three main variables. Later, the hypotheses were tested using structural equation modelling. This study has indicated that the perception of non-Muslim consumers about halal food products is influenced by their attitude, subjective norm and perceived behavioural control, specifically in the context of Malaysia. Research limitations/implications – This finding will help both the academics and the industry food makers in understanding the perception of non-Muslim consumers towards the concept of halal food products. Practical implications – The outcome of the study can serve as a useful reference to relevant Malaysian statutory bodies on the current perception of the Malaysian non-Muslim consumers towards Malaysian halal agenda. This will also help the industry food makers to serve their customers better as well as maximize their profit through a well-planned marketing campaign. Social implications – It prepares a sound basis for Malaysian policymakers to promote the involvement of Malaysian non-Muslim entrepreneurs within the halal food service industry with the intent of improving the socio-economic strata of its participants and, at the same time, fulfilling their religious obligations in providing halal foods for fellow Muslims. Originality/value – Because very few researches have studied non-Muslim consumers’ perception towards halal food products, the development of halal food theory will help in capitalizing the practices in non-Muslim countries.

Celebrity transgression and consumers’ forgiveness: does religiosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anwar Sadat Shimul ◽  
Matthew Barber ◽  
Mohammad Ishmam Abedin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Equation Modelling ◽  
Before And After ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the role of religiosity on consumers’ forgiveness when celebrities get involved in transgression. The celebrity’s reaction and its impact on consumers’ forgiveness is tested as well. In addition, consumers’ attitudes towards the brand and celebrity as well as purchase intention for the endorsed brand are examined both before and after the transgression. Design/methodology/approach Data (n = 356) were collected through a self-administered online survey and analysed though structural equation modelling in AMOS 26. Findings The results show that consumers’ attitude towards celebrity, brand and purchase intention gets weaker once the celebrity gets into transgression. Consumers tend to forgive more if the celebrity apologises (vs denies) for the wrongdoing. The hypothesised relationship between attitude towards celebrity and purchase intention did not sustain after the transgression. In addition, consumers’ intrinsic religiosity strengthens the relationship between attitude towards the celebrity and purchase intention. Practical implications The findings of this research present valuable implications for brands practitioners. Brands should formulate actionable contingency plans to mitigate the negative ramifications of celebrity transgressions. Specifically, intrinsic religiosity and celebrity apologies should assist consumers in forgiving the transgression and negate the implications that could have arisen if the celebrity instead denied the transgressions. Originality/value This research extends the previous research by examining religiosity and forgiveness within the context of celebrity transgressions. To the best of the authors’ knowledge, this is one of the first few research studies to consider the role religiosity plays in consumers’ intention to forgive celebrity transgressions.

Antecedents of smartphone brand switching: a push–pull–mooring framework

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Muhua Li ◽  
Haiying Wei ◽  
Zelin Tong
Keyword(s):  
Structural Equation ◽  
Content Type ◽  
Brand Switching ◽  
Equation Modelling ◽  
Emotional Commitment ◽  
Alternative Attractiveness ◽  
Fierce Competition ◽  
Push Factor ◽  
Positive Effect ◽  
Modelling Approach

PurposeRecent years have witnessed the increasingly fierce competition amongst smartphone brands. Hence, smartphone firms urge to prevent current consumers from switching to maintain market position. Based on the push–pull–mooring (PPM) framework, this study aims to explore the drivers of users' intentions to switch from their current smartphone brands.Design/methodology/approachBased on previous literature and the characteristics of the smartphone purchase, this study identified one pushing, two pulling and five mooring factors. Online questionnaires were collected to test hypotheses using the structural equation modelling approach. An additional netnography study provides further support to the hypotheses.FindingsResults show that regret is a push factor that enhances consumers' switching intentions. Moreover, two pull factors, subjective norms and alternative attractiveness positively influence consumers' switching intentions. Finally, switching costs, emotional commitment and brand community engagement are mooring factors that negatively affect brand-switching intention, whereas consumers' variety seeking has a positive effect.Originality/valueThis study enriches the brand switching literature and offers significant implications for customer retention.

scholarly journals Unveiling heterogeneous engagement-based loyalty in brand communities

2019 ◽  
Vol 53 (9) ◽  
pp. 1854-1881 ◽  
Author(s):  
Laurence Dessart ◽  
Joaquín Aldás-Manzano ◽  
Cleopatra Veloutsou
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Behavioural Engagement ◽  
Practical Implications

Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS. Findings The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups. Research limitations/implications The data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported. Practical implications This work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered. Originality/value This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

Seeing the big picture in services marketing research: infographics, SEM and data visualisation

2015 ◽  
Vol 29 (6/7) ◽  
pp. 613-621 ◽  
Author(s):  
Rachel Ashman ◽  
Anthony Patterson
Keyword(s):  
Structural Equation ◽  
Quantitative Research ◽  
Marketing Research ◽  
Journal Editor ◽  
Content Type ◽  
Worked Example ◽  
Equation Modelling ◽  
Big Picture ◽  
Research Findings ◽  
Practical Implications

Purpose – This paper aims to present a way to make structural equation modelling (SEM) studies more accessible and impactful. This paper suggests that authors service readers by translating their work into an infographic that clearly and artfully illustrates the essence of a paper’s contribution. Design/methodology/approach – Through the presentation of a worked example, this paper outlines four service components needed to create a visually striking, yet informative, infographic. Findings – This paper contends that authors who follow this approach will improve the marketability of their research without oversimplifying or “dumbing down” its insights. Research limitations/implications – Until a journal editor insists that modellers undertake some translation of their results as a pre-requisite to publication, this paper is unlikely to herald a revolution in how quantitative work is communicated. Practical implications – This fresh thinking can offer a way for practicing managers, and other marketing researchers unfamiliar with SEM’s peculiarities, to comprehend the findings of such studies. Originality/value – This paper contributes to a nascent body of research on how to effectively disseminate research findings to a broader audience through adopting a service arts perspective and presents an interpretive view of quantitative research never seen before in the pages of this journal.

When is green a purchase motive? Different answers from different selves

2018 ◽  
Vol 46 (1) ◽  
pp. 21-33 ◽  
Author(s):  
Rita Martenson
Keyword(s):  
Competitive Advantage ◽  
Structural Equation ◽  
Design Methodology ◽  
Social Benefits ◽  
Self Awareness ◽  
Consumer Survey ◽  
Content Type ◽  
Equation Modelling ◽  
Purchase Criteria ◽  
Practical Implications

Purpose The purpose of this paper is to provide new ways of thinking about what motivates consumers to choose the green alternative, ideas that will be helpful in reducing the unsatisfactory green attitude-behaviour gap. Consumers have many self-aspects. This paper shows why it is necessary to activate consumers’ pragmatic selves if we want to predict purchase behaviour. The pragmatic self is concerned with costs and reference prices. When researchers activate consumers’ idealistic selves, they get idealistic answers which deviate from actual behaviour. The study also distinguishes between green alternatives with desirable green or non-green self-benefits, and green alternatives with other-benefits that are difficult to comprehend. Design/methodology/approach This study is based on a consumer survey and the data is analysed with structural equation modelling. The concept environmental colour is introduced to understand purchase differences between different consumer segments on the market. Findings This study shows that consumers buy benefits, which is why dark brown consumers choose the green alternative when it has a competitive advantage. It also shows that the propensity to choose the green alternative is highest among consumers who in addition see green as a benefit and have the habit of buying other green products. Another result is that the green consumers have higher self-awareness than brown consumers and are very cost conscious. Practical implications Good decisions are based on what consumers actually do, not what they say they would like to do. This paper offers practical help on understanding consumers’ purchase criteria and how to activate their pragmatic selves. Much more could be done to promote the pro-self and pro-social benefits of making sustainable choices. Social implications To get a sustainable world, it is urgent to understand what motivates consumers to pay extra for environmentally friendly alternatives. Originality/value This paper offers new theoretical insights on how researchers can reduce the green gap.

Cultural comparison for the acceptance of online apparel customization

2010 ◽  
Vol 27 (6) ◽  
pp. 550-557 ◽  
Author(s):  
Hira Cho ◽  
Yun Wang
Keyword(s):  
Structural Equation ◽  
New Technology ◽  
Equation Modeling ◽  
Content Type ◽  
Culturally Different ◽  
Adoption Of New Technology ◽  
Multigroup Structural Equation Modeling ◽  
Different Cultures ◽  
Apparel Product ◽  
Practical Implications

PurposeThe aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product.Design/methodology/approachBased on previous literature, this study established hypotheses to compare US and Taiwan college students for their acceptance of online apparel customization. Hypotheses were tested by employing multigroup structural equation modeling (MSEM).FindingsThe results identified similarities and differences between US and Taiwanese respondents in the acceptance of online apparel customization.Research limitations/implicationsThis research added knowledge to the existing literature of consumer adoption of new technology as shopping media.Practical implicationsThe paper provides insightful marketing implications for introducing online apparel customization in different cultures.Originality/valueThis is the first study to compare two extremely different cultures for the adoption of online apparel customization.

Charity donation: intentions and behaviour

2015 ◽  
Vol 33 (1) ◽  
pp. 90-102 ◽  
Author(s):  
Muhammad Kashif ◽  
Syamsulang Sarifuddin ◽  
Azizah Hassan
Keyword(s):  
Structural Equation ◽  
Moral Norms ◽  
Content Type ◽  
The Past ◽  
Equation Modelling ◽  
Tpb Model ◽  
Money Attitude ◽  
First Time ◽  
The City ◽  
Practical Implications

Purpose – The purpose of this paper is to test the extended theory of planned behaviour (TPB) model to investigate money donation intentions and behaviour. Furthermore, the applicability of an extended TPB model is tested for the first time in a collectivist culture. Design/methodology/approach – The data have been collected from 221 people living in the city of Kuala Lampur through a questionnaire based on extended TPB model. The data have been analysed through employing structural equation modelling (SEM) procedures to extract meaningful conclusions. Findings – The results depict an excellent fit to the extended TPB model. The past behaviour, injunctive norms, and intentions to donate positively contribute towards actual behaviour to donate money. Attitude, self-reported behaviour, descriptive norms, and moral norms do not significantly contribute to intentions to donate money. Practical implications – Managers of charitable organisations are struggling to attract customers who can actively donate money in response to various fundraising campaigns. This study will provide some useful strategies to help managers in attracting and retaining customers for life. Originality/value – Research studies performed to investigate money donation intentions and behaviour are scarce where current research fills this knowledge gap by presenting a developing country perspective. In addition to that, extended TPB model to investigate money donation intentions and behaviour has never been refuted through SEM procedures.

scholarly journals Factors affecting pre-visit destination image: application on the Grand Egyptian Museum (GEM)

2020 ◽  
Vol 2 (3) ◽  
pp. 215-234
Author(s):  
Samia Adly Hanna El Sheikh
Keyword(s):  
Design Methodology ◽  
Destination Image ◽  
Content Type ◽  
Factors Affecting ◽  
Secondary Sources ◽  
Equation Modelling ◽  
Cultural Sites ◽  
The Impact ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose The purpose of this study is to investigate through an empirical research the factors that would attract visitors to heritage and cultural sites as museums applied on the Grand Egyptian Museum (GEM). The paper aims to study the impact of the proposed attraction features learning/knowledge, museum facilities, fun/entertainment and socializing and accessibility/location on pre-visit destination image. Design/methodology/approach The author started by a thorough literature review to arrive to the suggested conceptual model, which is tested by adopting a quantitative approach where data were collected using a self-administered questionnaire from a convenient sample of 300 respondents with 90% response rate and used partial least squares – structure equation modelling using Smart PLS v.3.2.8. Findings The results show that three of the tested factors were accepted and one was rejected. Practical implications Management of GEM, which will be one of the biggest museums world-wide, can make use of the empirical results of this research to enhance their understanding of the factors that impact pre-visit destination image, and thus, most attract visitors to justify the budget set in this huge project and achieve highest visitation and revenue Originality/value This research deals with a new museum that has not opened its doors yet and will start functioning in late 2020, and thus, the pre-visit image of the museum is not based on previous experience of visitors but rather on secondary sources as messages sent to visitors based on attraction features, while most previous studies dealt with post-visit image of museums

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