Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

scholarly journals How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

PLoS ONE ◽  
2021 ◽  
Vol 16 (11) ◽  
pp. e0259420
Author(s):  
Shih-Tse Wang ◽  
Yao-Chien Tang
Keyword(s):  
Belief Revision ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Model ◽  
Equation Modeling ◽  
Positive Word ◽  
Narrative Transportation ◽  
Mediating Role ◽  
Positive Word Of Mouth ◽  
The Relationship

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.

scholarly journals The Impact of Risk Perceptions of Food Ingredients on the Restaurant Industry: Focused on the Moderating Role of Corporate Social Responsibility

2018 ◽  
Vol 10 (9) ◽  
pp. 3132 ◽  
Author(s):  
Dong-Woo Koo
Keyword(s):  
Word Of Mouth ◽  
Jeju Island ◽  
Positive Word ◽  
Environmentally Responsible Behavior ◽  
Responsible Behavior ◽  
Revisit Intention ◽  
Environmentally Responsible ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact

This study investigated the causal relationships between international tourists’ perceived sustainability of Jeju Island, South Korea and environmentally responsible behavior, revisit intention, and positive word-of-mouth communication. Perceived sustainability was employed as a multidimensional construct comprised of economic, cultural, and environmental aspects. Data were collected from international tourists that visited Jeju Island. The results indicated that environmentally responsible behavior was influenced positively by cultural sustainability, and negatively by environmental sustainability. Revisit intention and positive word-of-mouth communication were significantly affected by the three dimensions of sustainability. Based on the findings, associated implications were suggested for sustainable destination management of Jeju Island.

Digital cause-related marketing campaigns

2020 ◽  
Vol 12 (1) ◽  
pp. 63-78
Author(s):  
Meenakshi Handa ◽  
Shruti Gupta
Keyword(s):  
Word Of Mouth ◽  
Consumer Participation ◽  
Customer Engagement ◽  
Positive Word ◽  
Bottom Line ◽  
Content Type ◽  
Behavioural Intentions ◽  
Cause Related Marketing ◽  
Positive Word Of Mouth ◽  
The Relationship

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

scholarly journals The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

Healthcare ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 138
Author(s):  
Yanan Cao ◽  
Cuixia Li
Keyword(s):  
Word Of Mouth ◽  
Milk Powder ◽  
Negative Word ◽  
Positive Word ◽  
Relationship Strength ◽  
Starting Point ◽  
Infant Milk Powder ◽  
News Effect ◽  
Positive Word Of Mouth ◽  
The Impact

Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.

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