scholarly journals The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

2017 ◽  
Vol 7 (8) ◽  
pp. 12 ◽  
Author(s):  
Stephen Banahene
Keyword(s):  
Goodness Of Fit ◽  
Brand Personality ◽  
Private Universities ◽  
Negative Relationship ◽  
Reliability And Validity ◽  
Self Concept ◽  
Measurement Scale ◽  
Measurement Scales ◽  
Brand Engagement ◽  
The Impact

<p>The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence). In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities’ brand personality. Private Universities’ differentiation strategy should be based on competence, sophistication and excitement.</p>

scholarly journals The moderating role of personal culture on the relationship between retail brand personality and shoppers’ loyalty: An evidence of supermarkets in Vietnam

2020 ◽  
Vol 3 (4) ◽  
pp. 328-342
Author(s):  
Nguyen Le Thai Hoa
Keyword(s):  
Structural Equation ◽  
Brand Personality ◽  
Measurement Scale ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Cultural Orientations ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Nowadays, one of the most common trends in retail industry research is the attribution of human characteristics or traits to retail brands. The term “retail brand personality or retailer personality” was born with various definitions and measurement scales from different cultures. Therefore, this paper aims are (i) to develop retail brand personality measurement scale tailor-made for general supermarkets, the most popular retail format in Vietnam, (ii) to measure the impact of retail brand personality dimensions on shoppers’ loyalty, and (iii) to investigate the moderating effects of personal cultural orientations on these relationships. The scale was developed through two stages: Item generation and item purification with the collected data on quota sampling of 403 shopping-goers, and then analyzed by SEM and MSEM method (Moderated structural equation modeling).The results indicated that retail brand personality consisted of four dimensions: Reliability, Sophistication, Modern, and Family-oriented, significantly found to impact on shoppers’ loyalty, in which Sophistication and Reliability were the strongest. More interestingly, the moderating role of personal cultural orientations in these regards was greatly identified. Particularly, shoppers with high independence culture highly appreciated the relationship between Sophistication and Modern dimensions and shoppers’ loyalty whereas shoppers with high Interdependence culture only supported for the impact of Reliability on loyalty. However, both personal culture orientations were found not be significantly related directly to the loyalty. The findings may help retailers and marketers come up with more effective marketing solutions in terms of enhancing symbolic values for their retail brands and adjust their integrated marketing and communication activities accordingly. This paper has a significant contribution of exploring the moderating role of personal cultural orientations on the relationship between retail brand personality and shoppers’ loyalty by the new analysis methodology - MSEM.

In search of virtuous learning circles: absorptive capacity and its antecedents in the education sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Regina Lenart-Gansiniec ◽  
Wojciech Czakon ◽  
Massimiliano Matteo Pellegrini
Keyword(s):  
Organizational Learning ◽  
Prior Knowledge ◽  
Absorptive Capacity ◽  
Structural Equation ◽  
Knowledge Flows ◽  
Measurement Scale ◽  
Structured Interviews ◽  
Measurement Scales ◽  
Content Type ◽  
The Impact

Purpose This study aims to identify context-specific antecedents to schools’ absorptive capacity (AC) and to show how those can enact “a virtuous learning circle.” Design/methodology/approach The study uses a mixed method: an exploration based on semi-structured interviews with educational experts; the development of a measurement scale and a partial least squares structural equation modelling to test the impact of the antecedents. Findings The results yielded four empirically-grounded antecedents and their measurement scales, namely, prior knowledge, employees’ skills, educational projects and interactions with the environment (Studies one and two). All antecedents are significantly and positively related to AC processes (study three). Using the organizational learning theory perspective, the results have been interpreted as an AC “virtuous learning circle.” Practical implications With increasing pressures to adapt, a case of which was the COVID-19 pandemic, schools can greatly benefit from absorbing knowledge flows. This suggests the construction a favourable environment for AC. To this end, the individual (employees’ prior knowledge and skills), organizational (educational projects) and institutional level of managerial action (interactions with the environment) can be effective when create a recursive organizational learning circle. In addition, this study offers an expert-validated measurement scale for self-assessment of a school’s specific contingencies, and thus, for planning of punctual interventions to develop AC. Originality/value This study advances the existing body of knowledge management in the educational context by rigorously identifying and validating a scale for measuring the antecedents of AC and developing an interpretive approach to the AC “virtuous circle.”

scholarly journals Innovative Methodologies in a Pandemic: The VESS Model

2020 ◽  
Vol 12 (23) ◽  
pp. 9952
Author(s):  
María Helena Romero-Esquinas ◽  
Juan Manuel Muñoz-González ◽  
María Dolores Hidalgo-Ariza
Keyword(s):  
Goodness Of Fit ◽  
Reliability And Validity ◽  
Measurement Scale ◽  
Learning Method ◽  
Fit Indices ◽  
Validity And Reliability ◽  
Meaningful Life ◽  
Construction Of Knowledge ◽  
The University ◽  
Visible Thinking

The VESS (Meaningful Life with Balance and Wisdom) model is considered to be a learning method based on the construction of knowledge through critical and visible thinking, with a neuroeducational base. The aim of the present work is to conduct a psychometric study of a measurement scale about the learning of the VESS model created for teachers-in-training. This article presents two survey-based descriptive studies conducted at the University of Cordoba (Spain). The data were subjected to descriptive, correlational, reliability and validity analysis through exploratory and confirmatory analyses, respectively. It is an instrument with high goodness-of-fit indices and suitable validity and reliability values. This instrument is applicable to similar study contexts.

scholarly journals INTEGRATED VALUE CO-CREATION AND AFFECTIVE COMMITMENT IN BANKING INDUSTRY

2019 ◽  
Vol 20 (0) ◽  
pp. 509-515
Author(s):  
Nuri Wulandari ◽  
Reza Ashari Nasution
Keyword(s):  
Value Creation ◽  
Affective Commitment ◽  
Banking Industry ◽  
Reliability And Validity ◽  
Measurement Scale ◽  
Customer Commitment ◽  
Measurement Tools ◽  
Single Construct ◽  
Key Barrier ◽  
The Impact

Co-creation is a seminal concept in marketing, explained as the engagement between service provider and customer in creating value. This concept has grown into a rich and wide array of studies that have become an area of intense focus in the discipline. Nevertheless, the understanding of the concept, especially in service marketing, is mostly still developing in silos rather than encompassing the entire sphere of value creation. There is a research gap in terms of a measurement scale that is not only integrative, but also encompasses different interaction experiences in the co-creation process. The present research aims to develop a scale measuring integrated value co-creation (IVC) to assess value co-creation in the three spheres of value creation (production, joint and customers’ sphere) and try to investigate the impact of IVC on affective commitment (AC). A quantitative survey was administered and a total of 308 respondents in the banking industry have responded. The result confirms the IVC measurement tools with reliability and validity of the construct. It also found a significant and positive relationship between IVC and AC. The study is crucial due to its context in the industry of banking where knowledge on how to innovate becoming the key barrier. The novelty of the study lies in providing empirical evidence of co-creation drive customer commitment. This is achieved through the development of an integrated value co-creation scale that encompasses all spheres of value creation, including customers’ direct-indirect interaction and active-passive involvement, in one single construct. The study serves as an important tool during the development stages of co-creation efforts.

scholarly journals Validation of the Academic Self-Concept Scale in the Spanish University Context

2021 ◽  
Vol 11 (10) ◽  
pp. 653
Author(s):  
Antonio Granero-Gallegos ◽  
Antonio Baena-Extremera ◽  
Juan Carlos Escaravajal ◽  
Raúl Baños
Keyword(s):  
University Students ◽  
Latent Variables ◽  
Academic Engagement ◽  
Goodness Of Fit ◽  
Reliability And Validity ◽  
Cross Sectional Study ◽  
Higher Order ◽  
Self Concept ◽  
Cross Sectional ◽  
Correlated Factors

The aims of this study were: (i) to provide evidence of reliability and validity regarding the dimensionality of the Spanish version of two correlated subscales measuring Academic Self-Concept (ASC); (ii) to analyze factorial invariance according to sex and the educational level; (iii) to analyze a higher-order model from the two ASC subscales; and (iv) to study the predictive relationship of the ASC to academic engagement. An observational, descriptive, and cross-sectional study was designed in which 681 undergraduate university students (Mage = 24.55; SDage = 5.35) (58% girls) and students of the Master’s in Teacher Education participated. The scale’s psychometric properties were analyzed using different exploratory and confirmatory analyses demonstrating that this instrument with two correlated factors (academic confidence and academic effort) is valid, reliable, and invariant in terms of gender and academic level. Higher-order factors from the two correlated factors showed an excellent goodness-of-fit. A regression model with latent variables was conducted showing a higher and positive prediction of academic self-concept for the two factors of academic engagement (willingness to study and satisfaction with studies). The ASC has shown itself to be a valid and reliable instrument for use with Spanish university students and may be of special interest, both to teachers and to the students themselves, as it allows us to reflect on the importance of developing confidence and effort during the students’ academic lives.

Brand Measurement Scales and Underlying Cognitive Dimensions

2013 ◽  
Vol 55 (1) ◽  
pp. 43-57 ◽  
Author(s):  
Marco Visentin ◽  
Mariachiara Colucci ◽  
Gian Luca Marzocchi
Keyword(s):  
Brand Personality ◽  
Current Theory ◽  
Measurement Scale ◽  
Exploratory Research ◽  
Measurement Scales ◽  
Cognitive Representations ◽  
Holistic View ◽  
Personality Scale ◽  
Brand Measurement ◽  
Brand Personality Scale

The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.

scholarly journals Defining, Conceptualizing, and Measuring Organizational Resilience: A Multiple Case Study

2021 ◽  
Vol 13 (5) ◽  
pp. 2517
Author(s):  
Ruijun Chen ◽  
Yaping Xie ◽  
Yingqi Liu
Keyword(s):  
Factor Analysis ◽  
Reliability And Validity ◽  
Measurement Scale ◽  
Future Research ◽  
Organizational Resilience ◽  
Measurement Scales ◽  
Good Reliability ◽  
Five Dimensions ◽  
Study Approach

Organizational resilience is an important means of coping with crises. This concept has received much attention within both academia and industry. However, research on the definition and measurement of organizational resilience is still in the exploratory stage. To date, studies on organizational resilience have yielded mixed conclusions, which makes it difficult to provide specific recommendations for coping with crises. This paper uses an exploratory case study approach to explore the process of organizational resilience among six highly resilient companies: Southwest Airlines, Apple, Microsoft, Starbucks, Kyocera, and Lego. We employed grounded theory to distill the main characteristics of organizational resilience, to explore and validate its structural dimensions, and to develop a measurement scale for organizational resilience. Further, we conducted reliability and validity analysis, exploratory factor analysis, and validation factor analysis on the 526 valid data collected. Results show that organizational resilience includes five dimensions: capital resilience, strategic resilience, cultural resilience, relationship resilience, and learning resilience. The measurement scale has good reliability and validity, which better reflects the notion of organizational resilience. This study bridges the gaps in the existing literature on organizational resilience and its measurement scales, and provides a foundation for future research.

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