scholarly journals Brand Embarrassment: Antecedents and Outcomes Variables

2020 ◽  
Author(s):  
Paterne Micha MBELANGANI MBAN ◽  
Sevtap ÜNAL
Keyword(s):  
Brand Image ◽  
The Other ◽  
Interpersonal Influence ◽  
Social Approval ◽  
Mediating Role ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

The present study aimed to investigate the role of negative feelings on the consumer buying decision. The influence of a brand image, the need for social approval, and negative brand self- expressiveness on brand embarrassment, as well as the influence of embarrassment on brand hate and brand detachment, mediated by interpersonal influence, were investigated. Findings revealed that brand image and the need for social approval do not have any influence on brand embarrassment, while the negative brand self-expressiveness does predict brand embarrassment. On the other side, the findings revealed that brand embarrassment creates brand hate and brand detachment. And, interpersonal influence has a mediating role in the relationship between brand image-brand detachment, negative brand self-expressiveness-brand hate, and negative brand self- expressiveness-brand detachment.

scholarly journals Effects of Brand Hate on Brand Equity: The Role of Corporate Social Irresponsibility and Similar Competitor Offer

2020 ◽  
pp. 75-86
Author(s):  
Mudassir Husnain ◽  
Fauzia Syed ◽  
Waheed Akhtar ◽  
Muhammad Usman
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Negative Relationship ◽  
Mediating Role ◽  
Corporate Social Irresponsibility ◽  
Corporate Social ◽  
Negative Feelings ◽  
The Relationship ◽  
Brand Hate

This paper summarises the arguments and counterarguments based on the assumptions of the theory of hate. The study is aimed at testing the mediating role of brand hate elicited in the relationship among the similar competitor offer, corporate social irresponsibility and brand equity. The study sample consisted of 550 participants from the education sector in Pakistan. The methodological tool of the research was structural equation modelling. Purposive sampling technique was used to reach the appropriate respondents for the study. This study was time-lagged conducted in three times data periods: in Time 1 a total of 800 surveys were distributed, out of which 722 were returned from respondents; in Time 2 722 surveys were distributed to same respondents, out of which 600 were returned; in Time 3 600 surveys were again distributed to the same respondents, out of which 550 were returned. The obtained results confirmed the mediating role of brand hate. Herewith, findings revealed that due to similar offers individual feelings such as loss of self-individuality usually developed and be negatively perceived. Thus, it yields to decline in product value. Likewise, corporate social irresponsibility found to have a more negative relationship with brand equity. Results of the current study revealed that negative feelings due to the similarity in competitor offer could stem from diverse sources. Therefore, it could result in an undesired personality self-loss, if a brand represented a similar brand as its competitors ultimately perceived negative and yielded a decline in value of product/service. The current study also unveiled that corporate social irresponsibility is a strong predictor of negative feelings. Corporate social irresponsibility motivates consumers towards brand hate, thus hampering brand equity. According to the mentioned above, there must be careful management of corporate social responsibility to avoid the negative effect on brand equity. In turn, brand hate mediating the relationship between similarity to competitor offer and brand equity alters consumer perception towards a brand. Thus, companies must fulfil consumers’ expectations to minimise brand hate which eventually increases brand equity. This study stands novel and considered as the first attempt to empirically explore the role of similarity to competitor offer and corporate social irresponsibility in eliciting brand hate that could adversely affect on brand equity. The study provided the limitations for future researchers, implications for managers and future directions. Keywords duplex theory of hate, tetra-Pak consumer, similar competitor offer, brand hate, brand equity, corporate social irresponsibility.

scholarly journals MEDIATING ROLE OF BRAND, COMMITMENT AND RISK ON THE RELATIONSHIP OF MOBILE BANKING SERVICE QUALITY AND MARKETING PERFORMANCE IN INDONESIA

2021 ◽  
Vol 19 (4) ◽  
pp. 751-765
Author(s):  
Yudi Sutarso ◽  
◽  
Bachtiar Eka Kaca Sungkana ◽  
Dendi Vio Anggriatama ◽  
Windi Mega Lavenia ◽  
...  
Keyword(s):  
Service Quality ◽  
Perceived Risk ◽  
Brand Image ◽  
Mobile Banking ◽  
Brand Commitment ◽  
Mediating Role ◽  
Marketing Performance ◽  
Relationship Of ◽  
The Relationship

The purpose of this study is to investigate the mediating role of brand, commitment, and perceived risk on the relationship of mobile banking (MB) service quality and marketing performance (satisfaction and loyalty). A survey was conducted using a sample of 617 MB customers in Indonesia, i.e., Mobile BCA (BCA), BNI mobile (BNI), and Go mobile (CIMB Niaga). Structural equation modeling analysis was carried out with Warp PLS. The results show that MB service quality positively affects brand, commitment, satisfaction, and loyalty, while perceived risk has no effect. Another finding showed a relationship between brand image, commitment, and perceived risk on customer satisfaction and loyalty, although brand prestige does not affect loyalty. Thus, the partial mediating roles of brand image, commitment, and perceived risk are confirmed in the study. The findings will help academic researchers and bank practitioners understand MB customer attitude and behavior and help them in formulating strategies to manage the use of MB in Indonesia.

scholarly journals Low Altruism as a Cause of Ostracism

2021 ◽  
Vol 12 ◽  
Author(s):  
Lianqiong Huang ◽  
Yingge Zhu ◽  
Denghao Zhang
Keyword(s):  
Social Responsibility ◽  
Direct Effect ◽  
Laboratory Experiments ◽  
The Other ◽  
Mediating Role ◽  
The Social ◽  
Questionnaire Surveys ◽  
The One ◽  
The Relationship

This study focused on the causes of ostracism and explored the relationship between altruistic personality traits and ostracism. Using a combination of questionnaire surveys and laboratory experiments, results showed that: individuals with lower altruism were more vulnerable to be ostracized than those with higher altruism (Study 1 and Study 2). The relationship between altruism and ostracism was partially mediated by social responsibility (Study 3). When facing a low-altruistic target, the source would infer that the social responsibility level of this target was also low, thereby leading the ostracism intention to the target. Empathy did not moderate the relationship between altruism and ostracism. On the one hand, empathy did not moderate the direct effect of altruism on ostracism (Study 2); on the other hand, it also did not moderate the mediating role of social responsibility (Study 3). The strengths and limitations of this research are also discussed.

scholarly journals PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH HARGA TERHADAP NIAT PEMBELIAN (Studi Pada Produk Iphone Di Kota Denpasar)

2018 ◽  
Vol 7 (12) ◽  
pp. 6591
Author(s):  
AA Gd Agung Rahma Putra ◽  
Ni Made Asti Aksari
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Brand Image ◽  
Sampling Technique ◽  
Intention To Use ◽  
Mediating Role ◽  
Analysis Technique ◽  
Consumer Purchase Intention ◽  
The Relationship

The purpose of this study is to examine the effect of price on brand image, the effect of price and brand image on consumer purchase intention, and the role of brand image in mediating the effect of price on the purchase intention towards iPhone product in Denpasar City. The population of this study are consumers with the intention to use iPhone product. The sampling method used in this study is nonprobability sampling with purposive sampling technique by using certain consideration. The sample selected for this study was 110 respondents. Data is analysed using path analysis technique. The result of this research shows that price have a positive and significant effect on iPhone brand image, price and brand image have positive and significant effect on consumer purchase intention towards iPhone product, and brand image plays a mediating role on the relationship between price and purchase intention towards iPhone product in Denpasar.

scholarly journals The Impact of Events Sponsorship on Attendee’s Purchase Intention: The Mediating Role of Brand Image

2016 ◽  
Vol 11 (8) ◽  
pp. 162 ◽  
Author(s):  
Elham Fakhri Tomalieh
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Major Effect ◽  
Brand Awareness ◽  
Primary Data ◽  
Purchase Intent ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship

This study aims to investigate the impact of sponsorship events on the purchase intent of attendees, mediated by brand image. For the purpose of this study, attendee's purchase intention is treated as a dependent variable and brand image as a mediated variable. Independent variables are: brand awareness, attitude towards the event and event-sponsor fit. The study relied on collecting primary data through a self-prepared questionnaire. In total (400) questionnaires were distributed randomly to the sponsoring event attendees who could be reached by the researcher. Response rate was (96.75) percent.<strong> </strong>The results revealed all the variables under investigation have a significant effect on attendee’s purchase intention. The major effect on the attendee’s purchase intention was for brand awareness followed by attitude towards the event, the weakest effect was for event–sponsor fit. While the major effect on the attendee’s perception of the sponsoring brand image was for attitude towards the event followed by brand awareness, the event–sponsor fit was excluded. Furthermore, it is found that brand image mediates the relationship between brand awareness, attitude towards the event and attendee’s purchase intention.

scholarly journals Do Corporate Social Responsibility and Electronic Word-of-Mouth influence the Perceived Quality? Mediating role of Brand Image

2016 ◽  
Vol 3 (3) ◽  
pp. 18-22
Author(s):  
Qasim Ali Nisar ◽  
Shaista Shaista ◽  
Mariam Mariam
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Word Of Mouth ◽  
Brand Image ◽  
Perceived Quality ◽  
Electronic Word Of Mouth ◽  
Mediating Role ◽  
Corporate Social ◽  
The Relationship

The objective of this study is to examine the relationship between corporate social responsibilities, electronic words of mouth and perceived quality by considering the mediating role of brand image. For collecting data quantitative study was adopted, in which 450 questionnaire were distributed in various universities. Every student must belong to business department. Data has tested through SPSS (Statistical Packages for the Social Science) as well as AMOS (Analysis Movement of Structure). This study shows that there is positive and significant relationship between the corporate social responsibility and perceived quality and electronic word of mouth is highly correlated with perceived quality. Brand image also positively and significantly mediates the relationship among variables. Organizations must understand the importance of corporate social responsibility, electronic words of mouth and other significant factors and try to manage their brand image to influence the perceived quality. If the companies adopt CSR than the brand, image will be build up and in this way; the perceptions of the consumers will be influenced. Furthermore, companies can create awareness regarding their brand through the electronic word of mouth.

Coping Humor as a Mediator Between Emotional Intelligence and Job Satisfaction

2017 ◽  
Vol 16 (3) ◽  
pp. 155-159 ◽  
Author(s):  
Peizhen Sun ◽  
Jennifer J. Chen ◽  
Hongyan Jiang
Keyword(s):  
Job Satisfaction ◽  
Emotional Intelligence ◽  
Future Research ◽  
Satisfaction Scale ◽  
Primary School Teachers ◽  
Mediating Role ◽  
Regulation Of Emotion ◽  
The Relationship ◽  
Overall Job Satisfaction

Abstract. This study investigated the mediating role of coping humor in the relationship between emotional intelligence (EI) and job satisfaction. Participants were 398 primary school teachers in China, who completed the Wong Law Emotional Intelligence Scale, Coping Humor Scale, and Overall Job Satisfaction Scale. Results showed that coping humor was a significant mediator between EI and job satisfaction. A further examination revealed, however, that coping humor only mediated two sub-dimensions of EI (use of emotion and regulation of emotion) and job satisfaction. Implications for future research and limitations of the study are discussed.

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