Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

scholarly journals Normative community pressure in brand community: a study of young entrepreneurs community of mandiri bank

2019 ◽  
Vol 22 (1) ◽  
Author(s):  
Lindiawati Lindiawati ◽  
Indrianawati Usman ◽  
Sri Wahyuni Astuti
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Primary Data ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Community Identification ◽  
Community Pressure

Brand community has been extensively built and developed by either the companies or the customers voluntarily. These two gorups with different perspective hold different purposes. For the companies, brand community is considered an effective marketing strategy which is expected to achieve customer brand engagement. Anyhow, often companies focus more on the purposes of the brand community, but do not be quite aware of the policies, rules, or traditions firstly created as norms in order to lead the way the community members perceive and act. Often norms become pressures for the brand community members causing them reluctant to engage with he community. Referring to the theory of relationship marketing, this study develops a model of normative community pressure that is affected by both brand community identification and inter-member relationship quality, that are previously affected by brand relationship quality. The empirical analysis derives primary data of young entrepreneurship community created by one of the big five banks in Indonesia quantitatively analyzed using Structural Equation Modeling (Warp-PLS). The result helps explain the antecedents causing normative community pressure of the brand community. The implication of this study is that communitfy setter should regularly identify and analyze rules or practices within the community that might be potential barrier for the members in building engagement with the community.

scholarly journals The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

2021 ◽  
Vol 14 (2) ◽  
pp. 29
Author(s):  
Regina Burnasheva ◽  
Yong Gu Suh
Keyword(s):  
Relationship Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Brand Congruence ◽  
The Impact

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

scholarly journals Brand equity and brand - Consumer relationship quality in Vietnam

2017 ◽  
Vol 1 (Q2) ◽  
pp. 92-102
Author(s):  
Nguyet Thi Hong Nguyen
Keyword(s):  
Relationship Quality ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Foreign Countries ◽  
Using Data ◽  
Brand Attractiveness ◽  
Positive Effect

Building a quality relationship between the brand and consumers is necessary for an enterprise to exist and develop [11]. As a result, brand relationship quality attracts a great deal of interest from researchers. Many studies have been conducted on the nature and aspects of brand relationship quality. However, limited research has investigated the nature of brand - consumer relationship quality in B2C market, especially the nexus between brand equity and brand relationship quality. Furthermore, most of them are conducted in foreign countries. This study examines the nature of brand - consumer relationship quality and consider the nexus between components of brand equity and brand relationship quality in the Vietnam’s consumer market, Structural Equation Modeling (SEEM) was employed, using data from a survey on 600 consumers. The results indicate that brand image and brand attractiveness have a positive effect on relationship quality and brand loyalty is a result variable of brand relationship quality.

scholarly journals The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

2018 ◽  
Vol 150 ◽  
pp. 05058
Author(s):  
Yulia Rahmadini ◽  
Rizal Edy Halim
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
The Internet ◽  
Emotional Attachment ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

Brand experience and customer citizenship behavior: the role of brand relationship quality

2017 ◽  
Vol 34 (3) ◽  
pp. 268-280 ◽  
Author(s):  
Lishan Xie ◽  
Patrick Poon ◽  
Wenxuan Zhang
Keyword(s):  
Relationship Quality ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Content Type ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Customer Citizenship Behavior ◽  
The Relationship

Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

Construing loyalty through brand experience: The mediating role of brand relationship quality

2014 ◽  
Vol 21 (5) ◽  
pp. 446-458 ◽  
Author(s):  
Eliane Cristine Francisco-Maffezzolli ◽  
Elder Semprebon ◽  
Paulo Henrique Muller Prado
Keyword(s):  
Relationship Quality ◽  
Brand Experience ◽  
Mediating Role ◽  
Brand Relationship ◽  
Brand Relationship Quality

Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty

2017 ◽  
Vol 29 (4) ◽  
pp. 1185-1202 ◽  
Author(s):  
Young Gin Choi ◽  
Chihyung “Michael” Ok ◽  
Sunghyup Sean Hyun
Keyword(s):  
Personality Traits ◽  
Relationship Quality ◽  
Brand Personality ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Practical Implications ◽  
Brand Personality Traits ◽  
Brand Prestige

Purpose This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry. Design/methodology/approach Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly. Findings Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Research limitations/implications The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. Practical implications To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. Originality/value This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

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