scholarly journals Is it really brand love? A cautionary note on Nguyen and Feng’s study

2021 ◽  
Author(s):  
Salim Moussa
Keyword(s):  
Statistical Models ◽  
Descriptive Statistics ◽  
Coefficient Alpha ◽  
Cautionary Note ◽  
Single Item ◽  
Brand Love ◽  
Consumer Responses ◽  
Managerial Implications ◽  
Correlation Estimate ◽  
Financial Impacts

In this cautionary note, the author argues that the recent study by Nguyen and Feng (https://doi.org/10.1016/j.ijresmar.2020.10.001) did not investigate the antecedents and financial impacts of building brand love but rather those of brand liking. A close examination of some of the descriptive statistics reported by Nguyen and Feng indicates that their statistical models were run on consumer responses that are more indicative of brand liking than brand love. The author also demonstrates via one correlation estimate and one coefficient alpha value (taken from Nguyen and Feng’s article) that the single-item measure these authors used to gauge brand love is less than reliable. Marketing scholars, market researchers and brand managers are advised to be extremely cautious concerning the theoretical and managerial implications of that study.

Is one good enough? Gauging brand love using a visual single-item measure

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Salim Moussa
Keyword(s):  
Concurrent Validity ◽  
Rating Scale ◽  
Reliability And Validity ◽  
Theory And Practice ◽  
Single Item ◽  
Brand Love ◽  
Content Type ◽  
Visual Rating ◽  
Product Categories ◽  
Willingness To Forgive

PurposeThough brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge this gap, this paper proposes a single-item measure (SIM) that uses a visual rating scale (i.e., a rating scale combining verbal with nonverbal contents).Design/methodology/approachThree studies covering over 700 respondents and examining three international brands over three product categories were conducted to test the new measure.FindingsFindings provide consistent evidence for the reliability and validity of the proposed measure. They also demonstrate that brand love, as gauged by the new SIM, is good in predicting positive word of mouth, willingness to pay a higher price, and willingness to forgive brand mishaps.Research limitations/implicationsThe paper focuses on brand love mainly from a measurement perspective.Practical implicationsThis paper provides a practical and parsimonious tool to measure brand love.Originality/valueExtant SIMs of brand love are less than ordinal, content invalid, of unknown reliability, and of untested concurrent validity. This paper provides academics and practitioners alike with a SIM of brand love that is ordinal, content valid, and tested in terms of reliability and concurrent validity.

scholarly journals Developing and supporting coordinators of structured mentoring schemes in South Africa

2010 ◽  
Vol 8 (1) ◽  
Author(s):  
Penny Abbott ◽  
Xenia Goosen ◽  
Jos Coetzee
Keyword(s):  
South Africa ◽  
Qualitative Data ◽  
Descriptive Statistics ◽  
Job Description ◽  
Different Types ◽  
Managerial Implications ◽  
People Development ◽  
Value Add ◽  
Purposive Sample ◽  
The Coordinator

Orientation: Mentoring is considered to be such an important contributor to accelerated people development in South Africa that structured mentoring schemes are often used by organisations. There are at present few sources of development and support for coordinators of such schemes.Research purpose: The aim of this research is to discover what the characteristics of coordinators of structured mentoring schemes in South Africa are, what is required of such coordinators and how they feel about their role, with a view to improving development and support for them.Motivation for the study: The limited amount of information about role requirements for coordinators which is available in the literature is not based on empirical research. This study aims to supply the empirical basis for improved development and support for coordinators.Research design and method: A purposive sample of 25 schemes was identified and both quantitative and qualitative data, obtained through questionnaires and interviews, were analysed using descriptive statistics and thematic analysis.Main findings: Functions of coordinators tend to be similar across different types of mentoring schemes. A passion for mentoring is important, as the role involves many frustrations. There is little formalised development and support for coordinators.Practical/managerial implications: The study clarifies the functions of the coordinator, offers a job description and profile and makes suggestions on how to improve the development of the coordinator’s skills.Contribution/value-add: An understanding of what is required from a coordinator, how the necessary knowledge and skills can be developed and how the coordinator can be supported,adds value to an organisation setting up or reviewing its structured mentoring schemes.

scholarly journals Segmentation of Nature-Based Tourists in a Rural Area (2008–2009): A Single-Item Approach

2019 ◽  
Vol 11 (7) ◽  
pp. 2052 ◽  
Author(s):  
Jinyang Deng ◽  
Jian Li
Keyword(s):  
Rural Area ◽  
National Parks ◽  
Rural Areas ◽  
Natural Areas ◽  
Observation Study ◽  
Chi Square ◽  
Single Item ◽  
Managerial Implications ◽  
Chi Square Analysis ◽  
The Impact

Although much research on nature-based tourism (NBT) has been conducted in natural areas, such as national parks and other protected areas, studies on NBT in rural areas have been limited. Moreover, few NBT studies, if any, have examined the impact of seasons and/or locations on visitors’ perceptions of NBT. This comes as little surprise, given that naturalness, the fundamental core of NBT, is likely to vary with seasons and locations. To this end, this study examines NBT in a rural area in the Appalachian Region, USA, with a focus on market segmentation, based on data collected from a four-season on-site survey of 2692 visitors. Different from many other tourism market studies where multiple-item measures are used, this study uses a single-item measure on natural observation/study to identify NBT segments. Analysis of variance, Chi-square analysis, and discriminant analysis are used to confirm NBT segments and determine the effectiveness of the use of the single-item approach for segmentation. The results show that the single-item approach is effective to differentiate visitors by their socio-demographics and trip characteristics, with findings being consistent with NBT studies in natural areas. It is worth noting that people’s responses to questions on natural observation/study vary with seasons and locations, suggesting that different perceptions of natural affinity may arise from the differences in seasons and locations with different levels of natural elements. Theoretical, methodological, and managerial implications are discussed.

scholarly journals Consumer Responses to High Service Attentiveness: A Cross-Cultural Examination

2019 ◽  
Vol 27 (1) ◽  
pp. 56-73 ◽  
Author(s):  
Maggie Wenjing Liu ◽  
Lijun Zhang ◽  
Hean Tat Keh
Keyword(s):  
Consumer Satisfaction ◽  
The United States ◽  
Cross Cultural ◽  
Future Research ◽  
Consumer Responses ◽  
High Service ◽  
Ulterior Motive ◽  
Self Construal ◽  
Interdependent Self ◽  
Managerial Implications

Although the literature generally indicates that service attentiveness can increase consumer satisfaction, providing extra care and attention in service encounters may backfire and lead to negative consumer outcomes. In addition, because of cross-cultural differences, the effects of high service attentiveness may vary across international markets. The authors conduct a qualitative study, a field experiment, and two laboratory experiments in three countries (Canada, the United States, and China) across various service contexts (hairdressing, telecommunications, and computer repair) to examine cross-cultural consumer responses toward high service attentiveness. Consumers’ negative responses toward high service attentiveness are mediated by their suspicion of ulterior motive, which varies according to their self-construal. Specifically, consumers with an interdependent self-construal (either chronic or primed) tend to have greater suspicion of and negative responses toward high service attentiveness. Furthermore, the effect of interdependent self-construal fostering greater suspicion is attributed to a sharper in-group (vs. out-group) distinction, which is mitigated when the service employee is perceived to be an in-group member. The authors conclude by discussing the theoretical and managerial implications and suggesting future research directions.

The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized Products

2016 ◽  
Vol 118 (2) ◽  
pp. 510-526 ◽  
Author(s):  
Jieun Choi ◽  
Doo-Hee LEE ◽  
Charles R. Taylor
Keyword(s):  
Consumer Preference ◽  
Consumer Responses ◽  
Managerial Implications ◽  
Personal Use

Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized products when purchasing an item for personal use but preferred standardized products when purchasing an item as a gift. However, the effects of purchasing context were negated when consumers were given the assurance that personalized products could be returned (reversibility of choice); when presented with reversibility of choice, consumers preferred personalized products over standardized products regardless of purchasing context. Theoretical and managerial implications of these results were discussed.

scholarly journals Sugar in disguise or healthy indulgence: A cross-cultural comparision of the perceptions of dietary vice/virtue bundles

2016 ◽  
Vol 11 (2) ◽  
pp. 410-430 ◽  
Author(s):  
Napatsorn Jiraporn ◽  
Alisara Rungnontarat Charinsarn ◽  
Michael Sheridan
Keyword(s):  
Regulatory Focus ◽  
Food Choice ◽  
Cross Cultural ◽  
Perceived Fit ◽  
Process Measures ◽  
Single Item ◽  
Health Goals ◽  
Food And Beverage ◽  
Managerial Implications ◽  
The U.S

AbstractConsumers often choose virtue food to attain health goals and vice food to achieve indulgence goals. However, food and beverage companies have begun to nullify the vice and virtue categories by bundling vice and virtue ingredients into a single item (e.g. Yogurt with Oreo topping). This research contrasts how consumers from Asian and Western cultures evaluate such vice/virtue food bundles. Building on the perceptual processes and regulatory focus literatures, two cross-cultural experiments using participants in Thailand and the U.S. shows that Westerners prefer virtue-heavy bundles to vice-heavy bundles while Asians show similar preference across both types of bundle. Process measures revealed that Asians perceive greater fit between vice and virtue components in the bundles than Westerners and this perceived fit mediates the effect of culture on their food choice. Study 2 reveals the boundary condition. Specifically, when regulatory focus was manipulated, the effect of culture is no longer significant. The findings provide managerial implications for food and beverage companies as well as contributions to consumer behavior literature.

Beyond Brand Personality: Building Consumer–Brand Emotional Relationship

2017 ◽  
Vol 18 (3_suppl) ◽  
pp. S128-S144 ◽  
Author(s):  
Imene Becheur ◽  
Oula Bayarassou ◽  
Hela Ghrib
Keyword(s):  
Affective Commitment ◽  
Brand Personality ◽  
Measurement Scales ◽  
Study Objective ◽  
Brand Love ◽  
Global Brands ◽  
Emotional Factors ◽  
Significant Relationships ◽  
Managerial Implications ◽  
Emotional Commitment

This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and then, if brand love has an impact on affective commitment to the brand. The methodology used is purely quantitative involving a sample of 210 respondents who were asked to indicate their perception about brand love, brand personality and emotional commitment towards seven global brands which enjoy string awareness with the target sample: Coca-Cola, Converse, Hello Kitty, Nina Ricci, Nutella, PlayStation and Starbucks. Measurement scales were adopted from the literature related to the concept of brand personality and its subsequent relation with two major emotional factors: love and commitment. Results show significant relationships between the agreeableness dimension of brand personality and brand love. The significance and magnitude of these relationships vary across the brands. Results also demonstrate an impact of brand love on emotional commitment to the brand for the overall research model but not for each brand studied separately. This article has relevant managerial implications since it demonstrates that the nature and the strength of the relationship that consumers hold with brands, is directly affected by brand personality. Thus, the current study will help marketers to understand the need of having agreeable brands when companies thrive to create love and affective commitment to their brands. This can be used in developing positioning strategies for the brands.

scholarly journals THE EFFECT OF FINANCIAL PERFORMANCES ON EARNINGS QUALITY OF SERBIAN HOTELS

2020 ◽  
pp. 333-345
Author(s):  
Ivana Bešlić Rupić ◽  
◽  
Dragana Bešlić Obradović ◽  
Bojan Rupić ◽  
◽  
...  
Keyword(s):  
Correlation Matrix ◽  
Multivariate Regression ◽  
Earnings Quality ◽  
Financial Statements ◽  
Descriptive Statistics ◽  
Multidimensional Measure ◽  
Managerial Implications ◽  
Univariate Test ◽  
Test Correlation

This study examines the effect of financial performances on earnings quality using a sample of Serbian hotels during the period 2015-2019. First, the authors build a multidimensional measure of earnings quality including attributes as the hotel’s going concerned, size, current liquidity, age, profitability, and leverage. Second, the authors examine variables that are potentially associated with earnings quality. The methodology includes descriptive statistics, univariate test, correlation matrix for the variables, multivariate regression, F-test. This paper presents managerial implications for professionals, users of financial statements, and academics.

scholarly journals Brand love: conceptual and empirical investigation of a holistic causal model

2021 ◽  
Author(s):  
Renée Rahman ◽  
Tobias Langner ◽  
Dirk Temme
Keyword(s):  
Causal Model ◽  
Behavioral Outcomes ◽  
Influential Factors ◽  
Economic Consequences ◽  
Brand Love ◽  
Inner Self ◽  
Personal Experiences ◽  
Managerial Implications ◽  
Stimulus Features ◽  
Brand Satisfaction

AbstractExplicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.

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