The Effect of Brand Authenticity toward Emotional Brand Attachment: The Moderating Role of Brand Image

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

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Brand attachment and oppositional loyalty: The moderating role of moral identity

Social Behavior and Personality An International Journal ◽

10.2224/sbp.10804 ◽

2021 ◽

Vol 49 (10) ◽

pp. 1-18

Author(s):

Guo Cheng ◽

Weiping Yu

Keyword(s):

Brand Loyalty ◽

Moral Identity ◽

Customer Relationships ◽

Dimensional Structure ◽

Brand Attachment ◽

Corporate Managers ◽

The Impact ◽

Positive Effect ◽

Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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The moderating role of technology anxiety on brand service quality, brand image and their relation to brand loyalty

International Journal of Internet Marketing and Advertising ◽

10.1504/ijima.2018.093410 ◽

2018 ◽

Vol 12 (3) ◽

pp. 270

Author(s):

Syahida Abd Aziz ◽

Muhammad Shahar Jusoh ◽

Mohammad Harith Amlus

Keyword(s):

Service Quality ◽

Brand Loyalty ◽

Brand Image ◽

Technology Anxiety ◽

Moderating Role

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Corporate reputation and retail bank selection: the moderating role of brand image

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-08-2017-0164 ◽

2019 ◽

Vol 48 (2) ◽

pp. 109-127 ◽

Cited By ~ 2

Author(s):

Bedman Narteh ◽

Mahama Braimah

Keyword(s):

Service Provider ◽

Corporate Reputation ◽

Structural Equation ◽

Banking Sector ◽

Brand Image ◽

Retail Banking ◽

Content Type ◽

The Relationship ◽

Moderating Role

Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

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