EFFECTS OF MESSAGE SIDEDNESS AND BRAND ENGAGEMENT IN PRODUCT REVIEWS FOR LUXURY BRANDS: THE MEDIATING ROLE OF MESSAGE CREDIBILITY

2019 ◽  
Vol 2019 ◽  
pp. 709-711
Author(s):  
Inea Kim ◽  
◽  
Yung Kyun Choi
Keyword(s):  
Product Reviews ◽  
Luxury Brands ◽  
Mediating Role ◽  
Brand Engagement ◽  
Message Sidedness

scholarly journals Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

2019 ◽  
Vol 96 ◽  
pp. 376-385 ◽  
Author(s):  
Joana César Machado ◽  
Leonor Vacas-de-Carvalho ◽  
Salim L. Azar ◽  
Ana Raquel André ◽  
Barbara Pires dos Santos
Keyword(s):  
Brand Equity ◽  
Brand Love ◽  
Mediating Role ◽  
Brand Engagement

Effect of Influencer Marketing on Online Impulse Purchase

2021 ◽  
Vol 19 (3) ◽  
pp. 49-64
Author(s):  
Jay P. Trivedi
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Mediating Role ◽  
Brand Engagement ◽  
Brand Relationship ◽  
Online Consumer ◽  
Impulse Purchase ◽  
Impulse Buying Tendency

Fashion retailers are increasingly using influencer marketing to build a consumer-brand relationship. However, influencer marketing remains an understudied area, and choosing from among traditional attractive celebrity influencers and expert influencers remains a conundrum for marketers. Hence, this research examines the comparative effectiveness of an attractive celebrity influencer, vis-à-vis an expert influencer on online consumer-brand engagement, further resulting in an online impulse purchase. The moderating role of impulse buying tendency between online consumer-brand engagement and online impulse purchase is also examined. Using survey data from respondents following fashion influencers, the author tested the proposed hypotheses using structural equation modeling. The findings indicate that attractive celebrity influencers exhibit a significant effect on online consumer-brand engagement, which further leads to online impulse purchase. The findings also establish the moderating effect of impulse buying tendency and the mediating role of online consumer-brand engagement.

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

2019 ◽  
Vol 21 (2) ◽  
pp. 233-253 ◽  
Author(s):  
Nagaraj Samala ◽  
Bharath Shashanka Katkam
Keyword(s):  
Social Exchange ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Moderated Mediation ◽  
Mediation Model ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Moderated Mediation Model

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

Gamification and customer experience: the mediating role of brand engagement in online grocery retailing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Jami Pour ◽  
Khadije Rafiei ◽  
Monireh Khani ◽  
Atena Sabrirazm
Keyword(s):  
Sampling Technique ◽  
Customer Experience ◽  
Digital Marketing ◽  
Equation Modeling ◽  
Online Retailing ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Grocery Retailing

Purpose In recent years, the concept of gamification is one of the fastest-growing trends in the field of marketing to persuade, motivate and manipulate customer behavior. The application of gamification has become a priority for marketers as a new way of exploiting customers. Despite the increasing use of gamification mechanisms in marketing activities, there remain limitations. Although there is extensive literature in the field of customer experience and gamification, few studies have empirically examined how gamification influences customer experience by considering the mediating role of brand engagement in the online retailing context. Design/methodology/approach To obtain this aim, a cross-sectional survey was used. The statistical population was customers of online grocery retailers. The convenience sampling technique was used as a sampling technique. Out of 402 received questionnaires, 384 were selected for analysis. Structural equation modeling approach was applied to test the research hypotheses using AMOS 24 and SPSS 22 software. Findings The results indicated that all research hypotheses were supported. Gamification has a significant and positive impact on customer experience, gamification has a positive and significant effect on user customer brand engagement and customer brand engagement has a positive and significant impact on customer experience. Also, it revealed that customer brand engagement mediates between gamification and customer experience. Originality/value A review of the digital marketing literature reveals that there are few empirical studies, which adequately examined significant effective factors of customer experience in online grocery retailing; despite, the majority of researchers consider customer experience as the most important concept in digital marketing. The main contribution of this study is to examine the role of gamification on customer experience through the mediating role of customer engagement in the online grocery context. It adds value to the digital marketing and online retailing literature by providing new insight about determinants of customer experience in online grocery.

scholarly journals Interactive app-based services: Recovery evaluations and the mediating role of satisfaction in the relationship between customer-brand engagement and electronic word of mouth

2021 ◽  
Vol 25 ◽  
Author(s):  
Radhakrishna B. ◽  
Pankaj Kumar Mohanty ◽  
Anitha Acharya ◽  
Manish Gupta
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Word Of Mouth ◽  
Food Delivery ◽  
Electronic Word Of Mouth ◽  
Mediating Role ◽  
Brand Engagement ◽  
Recovery Satisfaction ◽  
The Relationship

Based on the theory of co-creation and resource-based theory, this study examines the differential impact of varying levels of customer participation in service recovery (firm, customer, and joint) on recovery satisfaction, customer-brand engagement (CBE), and electronic-word of mouth (e-WoM). Besides, using social exchange theory, this study examines the mediating role of consumers’ recovery satisfaction in the relationship between the types of service recovery and electronic word of mouth (e-WoM). The data to accomplish the research objectives was collected from 495 customers of interactive food delivery apps in India. The experimental design was used to collect the data. The multivariate analysis of variance (MANOVA) and PROCESS macro techniques were used to test the hypotheses. The findings suggest that joint recovery results in better recovery evaluations such as CBE, recovery satisfaction, and e-WoM. Also, recovery satisfaction mediated the relationship between CBE and e-WoM. These findings provide empirical evidence for the linkages among the theory of co-creation, resource-based theory, and social exchange theory. The marketers of interactive food delivery apps may use these findings to ascertain which recovery type they should emphasize to improve recovery satisfaction. Moreover, they are encouraged to take steps for improving recovery satisfaction as CBE affects e-WoM through recovery satisfaction.

Measuring Revisit Intention of Domestic Tourists in Langkawi UNESCO Global Geopark, Malaysia: A Road to Sustainable Tourism

2021 ◽  
Vol 12 (4) ◽  
pp. 1052
Author(s):  
Mohd Fadil Mohd YUSOF ◽  
Lina Munirah KAMARUDIN ◽  
Ataul Karim PATWARY ◽  
Ahmad Edwin MOHAMED
Keyword(s):  
Brand Management ◽  
Tourism Industry ◽  
Mediating Role ◽  
Brand Engagement ◽  
Revisit Intention ◽  
Destination Brand ◽  
Relationship Of ◽  
The Relationship ◽  
Intervening Variables

Domestic tourism in Malaysia has contributed significantly to the country's economy and made a sustainable impact on the tourism industry. Langkawi is one of the most visited tourists' attractions in Malaysia which is well-known for island tourism and Geotourism. This study explores the relationship of tourists' motivation, destination brand engagement and domestic tourists' revisit intention in Langkawi UNESCO Global Geopark, Malaysia. The study also examined the mediating role of destination brand management and destination trust between tourists motivation and revisit intention. This study used a quantitative approach to explore the relationships among dependent, independent and intervening variables. A total of 300 questionnaires were distributed, and 212 usable questionnaires returned and utilised for further analysis. For analysis purpose, the researchers decided to utilise SPSS version 25.0 for descriptive statistics and PLS-SEM version 3 for inferential analysis. The results found that tourists' motivation significantly influences destination brand engagement and destination trust for a direct relationship. Results also found that destination brand engagement and destination trust significantly affect tourists' revisit intention in Geopark Langkawi, Malaysia.

Brand engagement and experience in online services

2019 ◽  
Vol 34 (2) ◽  
pp. 163-175 ◽  
Author(s):  
Imran Khan ◽  
Linda D. Hollebeek ◽  
Mobin Fatma ◽  
Jamid Ul Islam ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Brand Commitment ◽  
Brand Trust ◽  
Online Service ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Service Brands ◽  
The Relationship

Purpose The purpose of this study is to assess the mediating role of brand trust and commitment in the relationship of brand engagement and brand experience with brand loyalty in the online service context. Design/methodology/approach To achieve the study’s objective, 414 users of virtual service brands, predominantly in the online banking, airline and hotel sectors, were surveyed. Findings Both brand engagement and experience exert direct effects on brand trust and commitment, as well as indirect effects on brand commitment (via brand trust) and service brand loyalty (via brand commitment). Research limitations/implications This paper adds to the literature by incorporating brand engagement, experience, trust and commitment into a unifying framework. The framework emphasizes brand trust and commitment’s mediating role in the relationship that brand engagement and experience share with brand commitment and loyalty in the online service context. Practical implications Marketers should formulate online brand engagement and experience strategies that strengthen customer brand trust and commitment, which are expected to exert a significant brand loyalty-enhancing effect. Originality/value Brand engagement and experience were validated as key drivers of brand trust and commitment, thereby further substantiating their role as important strategic metrics. Moreover, the role of commitment as a mediating factor in the association between brand engagement and experience and their respective impact on brand loyalty has been verified. Although the findings suggest that improved brand engagement/experience contributes to brand loyalty, this effect transpires only though brand commitment.

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