scholarly journals The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone

2017 ◽  
Vol 1 (Q1) ◽  
pp. 68-82
Author(s):  
Ngoc My Truong ◽  
Hau Nguyen Le
Keyword(s):  
Current Literature ◽  
Perceived Value ◽  
High Tech ◽  
Strong Impact ◽  
Direct Impact ◽  
Consumer Ethnocentrism ◽  
Brand Credibility

This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism

scholarly journals Exploring the role of spiritual leaders as celebrity business founders and brand endorsers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Piyush Sharma ◽  
Deepak Sardana ◽  
Narain Gupta ◽  
Denni Arli
Keyword(s):  
Emerging Markets ◽  
Purchase Intention ◽  
Perceived Value ◽  
Equation Modeling ◽  
Spiritual Leaders ◽  
Content Type ◽  
Brand Credibility ◽  
Rural Consumers ◽  
Community Pressure

PurposeThis paper aims to explore the role of spiritual leaders as celebrity business founders and brand endorsers by investigating the mediating role of perceived value in the impact of normative community pressure and perceived brand credibility on purchase intention.Design/methodology/approachThe authors collected data from two studies in India, one with urban (N = 307) and another with rural (N = 206) consumers of fast moving consumer goods brands being endorsed by popular celebrity business founders. The authors tested all our hypotheses using partial least squares structural equation modeling (PLS-SEM) approach with SmartPLS software.FindingsPerceived value mediates the positive impact of normative community pressure and perceived brand credibility on purchase intention for the brands endorsed by celebrity business founders, and these mediating effects are stronger for urban (vs rural) consumers.Research limitations/implicationsThe results from Indian consumers may not be generalizable to other emerging markets with diverse cultural and socio-economic conditions.Practical implicationsThis research would help international marketers understand the unique branding and marketing strategies used by local players to learn how to successfully target both urban and rural consumers in the emerging markets.Originality/valueThis paper extends the celebrity endorsement literature by exploring the role of spiritual leaders as celebrity business founders and brand endorsers, a growing trend in the emerging markets with high cultural and religious diversity (e.g. India and Indonesia).

The Indices of Creative Cities: the Global and Local Aspects

2015 ◽  
Vol 4 (1) ◽  
pp. 95 ◽  
Author(s):  
Tomas Kačerauskas
Keyword(s):  
High Tech ◽  
Melting Pot ◽  
Creative Cities ◽  
Global And Local

The paper deals with the indices of creative cities. Author analyses the different creativity indices suggested by both the followers and the critics of R. Florida. The author criticizes the Florida’s indices such as Bohemian, Melting pot, Gay, High tech, Innovation, Talent indices, as well as Minor integrative (diversity) and Major integrative indices. The indices of other authors presuppose the questions about the role of the region in defining certain creativity indices. The author makes conclusion that the uniform formula of creativity indices is impossible for two reasons. First, the creativity indices depend on the region of a city. Second, the very strategy to have the uniform creativity indices makes the cities similar to each other and no more unique, consequently, no more creative; as result, this strategy is anti-creative.

Service Quality and Repeat Purchase: The Moderating Effect of Perceived Value, and Satisfaction

2020 ◽  
Vol 11 (1) ◽  
pp. 5-5
Author(s):  
Aprihatiningrum Hidayati ◽  
Agus W. Soehadi ◽  
Aji Hermawan ◽  
Hartoyo Hartoyo
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Purchase Intention ◽  
Perceived Value ◽  
Moderating Variables ◽  
Mediating Role ◽  
Prior Literature ◽  
Repeat Purchase ◽  
Purchase Satisfaction

The purpose of this study is to examine the direct and indirect effect of these determinants on repeat purchase. Competitive training industries impose pressure on managers to increase repeat purchase. Even though service quality and repeat purchase are well studied in prior literature, their determinants such as perceived value and satisfaction have not been fully investigated together as moderating variables. Most of literature stated both of perceived value and satisfaction as independent variables. Besides, most of literature consider purchase as an attitudinal (namely purchase intention), while this study focus on behavioural (namely repeat purchase). Data from a survey of 300 customers of public training are used to empirically evaluate the model. Results indicate that perceived value and the satisfaction have no direct effect on repeat purchase. However, these constructs indirectly influence repeat purchase through the mediating role of service quality. Satisfaction and perceived value play a major role in enhancing service quality, but do not directly impact repeat purchase. Interestingly, the direct effect on repeat purchases stems from service quality while recent researches suggest satisfaction is the antecedent. The findings suggest that training companies should invest more resources aimed at enhancing service quality through service delivery training for their employees. Even though prior research has considered the concepts studied here, this study aims to empirically evaluate a variety of antecedent factors that potentially affect repeat purchase. Relationships are established utilizing data collected in Indonesia (an increasingly important consumer market) which adds value to extant knowledge in this area. Keywords: path analysis, perceived value, repeat purchase, satisfaction, service quali

The Role of Consumer Ethnocentrism Explaining the Effect of CSR Authenticity of A Global Company

2018 ◽  
Vol 36 (3) ◽  
pp. 87-97
Author(s):  
AnDaechun ◽  
김종대 ◽  
최기석 ◽  
왕진
Keyword(s):  
Consumer Ethnocentrism ◽  
Global Company
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