The meditating effect of brand love in the relationship between brand experience and brand equity

2021 ◽  
Vol 9 (2) ◽  
pp. 625-648
Author(s):  
Emre Akgözlü ◽  
Sabiha Kılıç
Keyword(s):  
Factor Analysis ◽  
Brand Equity ◽  
Structural Equation ◽  
Two Dimensions ◽  
Mediating Effect ◽  
Brand Experience ◽  
Brand Love ◽  
Four Dimensions ◽  
Quota Sampling ◽  
The Relationship

The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

Brand Love and Brand Hate: Integrating Emotions into Brand-Related Experiences and Loyalty

2021 ◽  
pp. 2150007
Author(s):  
Harpuneet Singh Kohli ◽  
Sujata Khandai ◽  
Renu Yadav ◽  
Sonia Kataria
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Love ◽  
Behavioral Loyalty ◽  
Attitudinal Loyalty ◽  
Fashion Apparel ◽  
The Relationship ◽  
Brand Hate

Branding has always garnered substantial interest among marketers for many years. Brand love and brand hate are two aspects of branding that are drawing a great deal of attention today. Yet, there remains a gap in measuring the effect of brand love and brand hate on the relationship between brand experience and brand loyalty for the fashion apparel sector in India. Data was collected from 250 participants using both online and offline channels. Results imputed from the structural equation modeling show that brand experience is directly related to brand loyalty. In addition, brand love mediates the relationship between brand experience and attitudinal loyalty and for brand hate, ideological incompatibility and symbolic incongruity mediate the relationship between brand experience and attitudinal loyalty, as well as, behavioral loyalty.

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Kashif ◽  
Tulay Korkmaz Devrani ◽  
Aisha Rehman ◽  
Sarminah Samad
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Fashion Brand ◽  
The Relationship ◽  
Brand Hate

PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

scholarly journals THE MEDIATING ROLE OF JOB SATISFACTION ON THE RELATIONSHIP BETWEEN PERCEIVED ORGANIZATIONAL SUPPORT AND JOB PERFORMANCE

2019 ◽  
Vol 7 (2) ◽  
pp. 1022-1041
Author(s):  
Zeynep Fatma KARAALİOĞLU ◽  
Ahu Tuğba KARABULUT
Keyword(s):  
Job Satisfaction ◽  
Factor Analysis ◽  
Job Performance ◽  
Organizational Support ◽  
Structural Equation ◽  
Perceived Organizational Support ◽  
Mediating Effect ◽  
Mediating Role ◽  
The Relationship

The objective of this research is to analyze the mediating effect of job satisfaction on the relationship between perceived organizational support (POS) and job performance for white-collar employees in an energy sector in İstanbul. The survey was distributed to 964 employees, while 700 valid questionnaires were included within the scope of the analysis. Exploratory factor analysis (EFA) was carried out to determine factor distribution, while confirmatory factor analysis (CFA) and reliability analysis were carried out to detect scale validities and reliabilities. Relations between scale variables were examined by a correlation analysis. Structural equation model (SEM) was constructed based on research hypotheses while the effect of POS on job satisfaction, the effect of job satisfaction on job performance and the mediating role of job satisfaction on this relation were tested through this model. All hypotheses are supported in this study.

Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook

2018 ◽  
Vol 22 (3) ◽  
pp. 264-275 ◽  
Author(s):  
Faseeh Amin Beig ◽  
Mohammad Furqan Khan
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Structural Equation ◽  
Virtual Communities ◽  
Social Media Marketing ◽  
Measurement Scale ◽  
Brand Experience ◽  
Four Dimensions ◽  
Content Sharing ◽  
The Impact

Social media (SM) is an important and emerging area of research, which is of interest to marketers and academicians. Researchers have been studying the impact of social media marketing (SMM) on dimensions such as consumer-based brand equity, purchase intentions, attitudes and others. However, there are insignificant number of studies that have investigated the influence of SMM on brand experience. In this study, content sharing and interaction have been identified as two important marketing activities carried out by organizations in virtual communities. Therefore, the main objective of this study is to investigate the impact of content sharing and interaction on four dimensions of brand experience (sensory, affective, behavioural and intellectual). A mall-intercept survey was used to collect the data and 300 respondents were targeted, which resulted in 205 complete responses. Exploratory factor analysis (EFA) was run on independent and dependent variables, which was followed by confirmatory factor analysis (CFA) to validate the scale. The measurement scale was found to be reliable as well as valid. To test the hypothesis, structural equation modelling (SEM) was used and eight hypotheses were tested. The results showed that the content sharing and interaction have a positive significant impact on sensory, affective, behavioural and intellectual experiences.

scholarly journals Brand Experience and Intentions to Stay at Hotels in Zimbabwe: An Application of Khan and Rahman’s Hotel Brand Experience Scale

2020 ◽  
pp. 215-231
Author(s):  
Munyaradzi Mutsikiwa ◽  
Promise Zvavahera ◽  
Sheppard Pasipanodya
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Two Dimensions ◽  
Brand Experience ◽  
Cross Sectional ◽  
Four Dimensions ◽  
Equation Modelling ◽  
Cross Sectional Design ◽  
Hotel Managers ◽  
Intention To Continue

The study examines the applicability of Khan and Rahman’s (2017) hotel brand experience scale to the hotel context of Zimbabwe. The study employed a cross-sectional design to collect data from hotel guests. Data analysis was done using exploratory factor analysis and structural equation modelling. The results produced four dimensions of the original scale. In trying to establish the hypothesised relationships between the constructs, the results revealed that two dimensions: hotel ambience and hotel staff competence had a significant and positive influence on intention to continue staying at hotels whereas hotel location and guest to guest experience did not have any significant influence on intention to continue staying at hotels. The study offers hotel managers with the relevant dimensions that they should employ in order to design suitable strategies that enhance guests’ intention to continue staying at hotels.

scholarly journals Mediating Factors in Nursing Competency: A Structural Model Analysis for Nurses’ Communication, Self-Leadership, Self-Efficacy, and Nursing Performance

2020 ◽  
Vol 17 (18) ◽  
pp. 6850
Author(s):  
Ae Young Kim ◽  
In Ok Sim
Keyword(s):  
Factor Analysis ◽  
Self Efficacy ◽  
Structural Equation ◽  
Structural Model ◽  
Model Analysis ◽  
Mediating Effect ◽  
Significance Level ◽  
Clinical Nurses ◽  
Communication Ability ◽  
The Relationship

This study examined the structural relationship among clinical nurses’ communication ability, self-leadership, self-efficacy, and nursing performance. A structural model analysis was applied to identify factors influencing nursing performance and analyze the effects of self-leadership and self-efficacy as mediators. A survey was conducted among clinical nurses working in general hospitals in Seoul, Gyeonggi, and Gangwon Province of the Republic of Korea. In the final analysis, data from 168 questionnaires were used. SPSS 24.0 and Amos 23.0 programs were used for frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis, structural equation model analysis, and mediating effect analysis through bootstrapping. The significance level was set at 5% for all analyses. First, the model’s fitness figures met the criteria for the appropriate judgment presented in previous studies, so the model between nurses’ communication ability, self-leadership, self-efficacy, and nursing performance was suitable for predicting a causal relationship. Second, the relationship between nurses’ communication ability and self-leadership had a statistically significant effect. Also, the relationship between communication ability and self-efficacy had a statistically significant effect. Third, nurses’ communication ability affected nursing performance through self-efficacy.

Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach

2020 ◽  
pp. 097226291989217 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Relationship Of ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Satisfaction ◽  
Brand Hate ◽  
Modelling Approach

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.

scholarly journals Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand

2019 ◽  
Vol 14 (3) ◽  
pp. 278-291 ◽  
Author(s):  
Pedro Ferreira ◽  
Paula Rodrigues ◽  
Pedro Rodrigues
Keyword(s):  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Love ◽  
Face To Face ◽  
Fashion Brand ◽  
Brand Relationship ◽  
Retail Setting ◽  
The Relationship

Abstract Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.

The Effect of City Brand Love on Tourist Based City Brand Equity

2018 ◽  
Vol 9 (3) ◽  
pp. 44-60 ◽  
Author(s):  
Elia Ardyan ◽  
Ari Susanti
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Love ◽  
City Brand ◽  
Brand Attractiveness

This article develops and tests a model through multi-sampling comparison by considering city brand attractiveness as antecedents of a memorable city brand experience. A memorable city brand experience is an antecedent of city brand love; and tourist-based city brand equity (TCBE) as a consequence of a memorable city brand experience and city brand love. This study examined 169 tourists who came to Jakarta and 200 tourists who came to Yogyakarta as respondents respectively. The analysis used in this study is the structural equation modeling (SEM) using AMOS 20 as the supporting equipment. The results of this study show similar results between samples of Jakarta and Yogyakarta in the components of the influence of city brand attractiveness on memorable city brand experience; memorable city brand experience on city brand love; and memorable city brand experience on city brand equity. Different result between the samples of Jakarta and Yogyakarta is shown in the component of the influence of city brand love on tourist based city brand equity.

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