Consistency Between Consumer Personality and Brand Personality Influences Brand Attachment

2015 ◽  
Vol 43 (9) ◽  
pp. 1419-1427 ◽  
Author(s):  
Qing Yao ◽  
Rong Chen ◽  
Xiaobing Xu

We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey's stimuli. The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants' brand attachment compared with consistency in the dimensions of simple, sensitive, reliable, and competent. The results provide strong support for the hypothesis that people feel emotionally attached to brands that match their personality or reflect who they believe they are. We also discuss important theoretical and practical implications of these findings.

2022 ◽  
Vol 18 (1) ◽  
pp. 0-0

This study examined the impact of E-CRM on customer loyalty with the mediating effect of customer satisfaction in the banking industry. Customer satisfaction is important for loyalty because when the customers are satisfied with the services offered by their service providers, the relationship gets stronger which further leads to positive word-of-mouth. The data was collected using purposive sampling from 836 banks’ customers who were using E-CRM services and the data was analyzed using structural equation model (SEM) through AMOS. The results revealed that E-CRM and customer satisfaction had a significant positive impact on customer loyalty and also customer satisfaction partially mediated the relationship between E-CRM and customer loyalty. This study would offer useful acumen to both academicians and marketers and would help the bank managers to improve the quality of the services provided to their customers.


2016 ◽  
Vol 8 (2) ◽  
pp. 101
Author(s):  
Putri Hijir

<p>The background of this research was the effect of Customer to Customer Interaction affect satisfaction, word of mouth, in mandarin oriental hotel. The objective of this research is to examine the impact of Customer satisfaction, Service Atmosphere, Personal Interaction, Customer Customer Interaction, Word of Mouth. The design of this research applies primary data obtained by distributing questionnaires to 200 customer who are using Mandarin Oriental Hotel. Data analysis method used in this research is Structural Equation Model (SEM). The result of this research there is positive impact Personal Interaction Quality toward customer Satisfaction, there is positive impact Service Atmosphere toward Customer Satisfaction, there is positive impact Service atmosphere toward Customer Customer Interaction, there is positive impact Customer Customer Interaction toward Customer Satisfaction, there is positive impact Customer Customer Interaction toward Word of Mouth, there is positive impact Customer Satisfaction toward Word of Mouth.</p>


2012 ◽  
Vol 24 (2) ◽  
pp. 134-147 ◽  
Author(s):  
Frank Niklas ◽  
Wolfgang Schneider

Mathematical competencies are important not only for academic achievement at school, but also for several professions later in life. Although plenty of research has focused on the development of linguistic competencies and the impact of learning environments in families, mathematics has mostly been neglected so far. However, a few initial studies indicate that the mathematical learning environment in families, the so-called “Home Numeracy Environment” (HNE), is important for the development of mathematical abilities. The present longitudinal study was carried out from kindergarten until the end of Grade 1, using a sample of about 600 children. Results show the impact of family-related mathematical activities, such as playing dice or number games, on the development of mathematical competencies. The positive effects remained even after intelligence had been controlled for. Moreover, HNE was not only a significant predictor of mathematical abilities at the end of kindergarten, but it also influenced the further development of mathematical competencies above and beyond its initial impact. Results are shown in a structural equation model, and are discussed with regard to their practical implications. Zusammenfassung Mathematische Kompetenzen sind nicht nur für schulischen Erfolg, sondern auch später für viele Berufe wichtig. Während zahlreiche Untersuchungen zur sprachlichen Kompetenzentwicklung und deren Zusammenhang mit der familiären Lernumwelt vorliegen, wurde der Bereich Mathematik bislang nur randständig untersucht. Dabei weisen ersten Studien auf die Bedeutsamkeit der mathematischen Lernumwelt in Familien, der sogenannten „Home Numeracy Environment“ (HNE), für die mathematische Kompetenzentwicklung hin. Befunde der vorliegenden Längsschnittstudie mit etwa 600 Kindern vom Kindergarten bis Ende der ersten Klasse zeigen den Einfluss mathematischer Aktivitäten der Eltern wie z.B. Würfel- oder Zahlenspiele auf die mathematischen Fähigkeiten der Kinder. Die positiven Effekte bleiben auch unter Kontrolle der Intelligenz der Kinder bestehen. Weiterhin sagt die HNE nicht nur die mathematischen Kompetenzen beim Schuleintritt vorher, sondern beeinflusst darüber hinaus auch die weitere mathematische Kompetenzentwicklung. Die Befunde werden in einem Strukturgleichungsmodell dargestellt und hinsichtlich ihrer praktischen Implikationen diskutiert.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Adamantios Diamantopoulos ◽  
Ilona Szőcs ◽  
Arnd Florack ◽  
Živa Kolbl ◽  
Martin Egger

PurposeDrawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.Design/methodology/approachThe authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.FindingsCountry warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.Originality/valueThe authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.


2019 ◽  
Vol 42 (6) ◽  
pp. 662-680 ◽  
Author(s):  
Aurora Martínez-Martínez ◽  
Juan Gabriel Cegarra Navarro ◽  
Alexeis García-Pérez ◽  
Ana Moreno-Ponce

Purpose The dynamics of tourism as both an activity and an industry, combined with the growing concerns about the environment, call for continuous efforts in seeking new approaches, tools and perspectives for the acquisition of environmental knowledge by organisations in the hospitality sector. The purpose of this research is to examine the relationships between environmental knowledge, organisational learning and business performance in the context of the tourism industry. Emphasis is made on understanding the process of updating the environmental knowledge base of an organisation through appropriate learning processes within the business. Design/methodology/approach Using a structural equation model, feedback received from 87 companies from the Spanish hospitality sector in a longitudinal study consisting of two distinct phases in 2008 and 2014 was studied. Findings The results of the analysis indicate that environmental knowledge has a positive impact on business performance. Also, the study found that a review of the levels of awareness about environmental problems across the organisation is required at regular intervals (in this research, six years after the initial analysis). Practical implications The focus on the hospitality sector makes this research relevant for a significant number of hotels and their supply chains around the world. Originality/value The research has addressed the challenges of sustainability and environmental performance from a perspective not previously covered in the extant literature, an approach further improved by the longitudinal nature of this study, performed over a period of six years.


2021 ◽  
Vol 49 (6) ◽  
pp. 1-15
Author(s):  
Yang Zhang ◽  
Jie Sun ◽  
Zhihong Hu ◽  
Wei Wang ◽  
Chengliang Wu

In this article we discussed the influence path of culture-building services provided by property management companies in China's residential communities, and their relationship with residents' evaluations of the companies' services. Using data from a survey of 501 residents of typical commercial housing communities, we constructed a structural equation model based on the stimulus–organism–response framework. Community cultural services were used as the stimulus variable; pleasure, arousal, and perceived value were the organism variables; and customer satisfaction was the response variable. Our results show that the impact of cultural services on residents' evaluations could be explained by the stimulus–organism–response model, such that a strong community culture had a positive impact on residents' emotions and perceived value, and on customer satisfaction. The findings of this study enrich understanding of how property services managers can construct a community culture system to satisfy owners.


2017 ◽  
Vol 18 (2) ◽  
pp. 180-195 ◽  
Author(s):  
Marilyn Giroux ◽  
Frank Pons ◽  
Lionel Maltese

Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design/methodology/approach Respondents (2,400) were recruited through an online survey and data were analyzed using structural equation modeling. Findings The survey revealed that the congruence between the brand personality and the promotional activities has a positive impact on its evaluation and on brand equity. In addition, the results showed that consumers who consider the financial strength of the team as an important factor evaluate more positively the value of congruent and incongruent promotional activities. Practical implications Brand managers should maintain consistency between their brand personality and their promotional activities in order to maintain and increase their brand equity. Originality/value The results contribute to the literature by investigating the impact of brand personality on the evaluation of promotional activities. Also, it examines an important factor (financial consciousness) that could influence how fans react in front of an incongruent promotional activity. This research brings a better understanding of the impact of brand personality on marketing strategies and brand equity.


2021 ◽  
Vol 12 ◽  
Author(s):  
Xiaomin Du ◽  
Hong Zhang ◽  
Shiying Zhang ◽  
Ao Zhang ◽  
Beibei Chen

Individual creativity has been the focus of long-term research in creative industries. However, few studies have explored the impact on individual creativity from social factors. At the same time, the influence of individual creativity on the existence of subsequent factors in the creative industry is also worthy of further investigation. From a social standpoint, this research aims to explore how social norms affect individual creativity, and how individual creativity affects subsequent leadership. The present research takes creative entrepreneurs in creative enterprises as the research objects, and the structural equation model is used to analyze the data obtained from 202 valid questionnaires. Besides, the mediating effect of individual creativity between social norms and individual leadership is verified. The results show that social norms can effectively promote the generation of individual creativity that has a positive impact on both transactional or transformational leadership. It is revealed that social norms are effective tools for enhancing creativity, answering the question of how creative ideas are transformed into creative work and leadership. Individual creativity plays a mediating role between social norms and individual leadership.


2018 ◽  
Vol 7 (4) ◽  
pp. 441-471
Author(s):  
Astri Fitria

The objective of the study is to analyze the impact of Islamic work ethic toward accountant attitude lo changing organization with commitment organization as a variable intervening. Population for this research is all of intern accountants, education accountants and accountant staf working Islam-organization basic in Indonesia. Data were collected via questionnaires. A total of 295 accountants were responded to this research. Data were analyzed by using Structural Equation Model (SEM).The result of the analysis support four hypotheses proposed in this research, there are; Islamic work ethic positive impact affective commitment, continuance commitment and normative commitment; Islamic work ethic positive impact cognitive, affective and behavioral tendency from attitude toward changing organization; affective commitment positive impact cognitive, affective and behavioral tendency from attitude toward changing organization; there is a negative impact between continuance commitment to cognitive, affective and behavioral tendency from attitude toward changing organization; normative commitment positive impact cognitive, affective and behavioral tendency from attitude toward changing organization; affective commitment mediated  Islamic work ethic to cognitive, affective and behavioral tendency from attitude toward changing organization; continuance commitment mediated Islamic work ethic to cognitive, affective and behavioral tendency from attitude toward changing organization; normative commitment mediated Islamic work ethic to cognitive, affective and behavioral tendency from attitude toward changing organization.


Author(s):  
Chih-Wei Lin ◽  
Wei-Ming Chen ◽  
Wei Peng Tan ◽  
Su-Shiang Lee ◽  
Wen-Hua Yang

Objective - This study aims to construct a model for the willingness to develop sports tourism, using the factors of place attachment, the impact of sports tourism, attitude and willingness to develop sports tourism. Methodology/Technique - The study gathers data via questionnaires. Following this, purposive sampling is used to distribute the questionnaires and the collected data is analysed using descriptive statistics, confirmatory factor analysis and a structural equation model. Findings - Once the aforementioned analysis is conducted, the following conclusions were drawn. First, the model construction fits well. Second, the factor of place attachment has a significant positive influence on the perceived impact of sports tourism. Both the positive perception of sports tourism and the attitude for developing sports tourism have a positive impact on willingness to develop sports tourism. Contrary to this, negative perceptions of sports tourism have a negative impact on the attitude to develop sports tourism, although it has no significant impact on the willingness to develop sports tourism. Novelty - This study demonstrates that the higher the degree of place attachment associated with the inhabitants of Taiwan, the greater recognition there is of the impact of sports tourism. The most important finding of this study is that this positive impact enhances the attitude and willingness of inhabitants to develop sports tourism. The study also develops some practical strategies based on the study results. Type of Paper: Empirical Keywords: Place Attachment; Willingness; Sports Tourism; Tourism Impact. JEL Classification: Z30, Z39.


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