Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach

This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.

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Effects of perceived brand authenticity in health functional food consumers

British Food Journal ◽

10.1108/bfj-07-2019-0515 ◽

2019 ◽

Vol 122 (2) ◽

pp. 617-634

Author(s):

Jisun Lee ◽

Lana Chung

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Brand Management ◽

Equation Modeling ◽

Brand Commitment ◽

Brand Trust ◽

Content Type ◽

Brand Authenticity ◽

Brand Relationship ◽

The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

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The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms

International Business Research ◽

10.5539/ibr.v14n2p29 ◽

2021 ◽

Vol 14 (2) ◽

pp. 29

Author(s):

Regina Burnasheva ◽

Yong Gu Suh

Keyword(s):

Relationship Quality ◽

Brand Loyalty ◽

Structural Equation ◽

Online Survey ◽

Equation Modeling ◽

Brand Relationship ◽

Brand Relationship Quality ◽

Brand Congruence ◽

The Impact

Applying the meaning transfer theory, the purpose of this study is to proffer a theoretical framework in which celebrity endorser’s credibility (CEC) effects the brand loyalty through the mediating role of brand relationship quality and the moderating role of the celebrity-brand congruence. Data was gathered through an online survey from young Korean millennials and tested using structural equation modeling and multi-group techniques. The findings revealed that brand relationship quality serves as a partial mediator of the effect of CEC on brand loyalty. The findings also suggested that celebrity-brand congruence acts as a moderator between CEC and the brand relationship quality. This study offers useful practical implications for luxury marketers and advertisers.

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Does Job Embeddedness Mediate the Effect of Resilience on Cabin Attendants’ Career Satisfaction and Creative Performance?

Sustainability ◽

10.3390/su13095104 ◽

2021 ◽

Vol 13 (9) ◽

pp. 5104

Author(s):

Aram Eslamlou ◽

Osman M. Karatepe ◽

Mehmet Mithat Uner

Keyword(s):

Structural Equation ◽

Career Satisfaction ◽

Job Embeddedness ◽

Performance Outcomes ◽

Theory And Practice ◽

Equation Modeling ◽

Future Research ◽

Conservation Of Resources ◽

Creative Performance ◽

The Impact

An increasing body of research suggests job embeddedness (JE) as a motivational variable influencing employees’ attitudinal and behavioral outcomes such as quitting intentions and task performance. Personal resources have been reported to affect JE and these outcomes. However, little work has investigated the antecedents and consequences of JE among cabin attendants. There is also a dearth of empirical research regarding the mechanism linking resilience to cabin attendants’ affective and performance outcomes. Therefore, drawing on conservation of resources and JE theories, we propose a conceptual model that examines the interrelationships of resilience, JE, career satisfaction (CSAT), and creative performance (CPERF). Moreover, the model explores JE as a mediator of the impact of resilience on CSAT and CPERF. These linkages were tested via data collected from cabin attendants and their pursers. The findings from structural equation modeling reveal that resilience boosts cabin attendants’ JE, CSAT, and CPERF. As predicted, JE is a mediator between resilience and CSAT. Our paper culminates with implications for theory and practice as well as future research directions.

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The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-09-2020-0208 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Khyati Shetty ◽

Jason R. Fitzsimmons

Keyword(s):

Brand Loyalty ◽

Brand Personality ◽

Empirical Support ◽

Equation Modeling ◽

Brand Attachment ◽

Brand Love ◽

Content Type ◽

Luxury Branding ◽

Brand Personality Congruence ◽

The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

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THE IMPACT OF ECONOMIC EXPECTATION, SOCIAL CAPITAL AND HOPE ON MIGRATION REQUEST AND ACTION

Journal of Life Economics ◽

10.15637/jlecon.8.1.05 ◽

2021 ◽

pp. 47-58

Author(s):

Şerafettin KELEŞ

Keyword(s):

Social Capital ◽

Structural Equation ◽

Empirical Method ◽

Economic Thought ◽

Equation Modeling ◽

Migration Decision ◽

Factors Affecting ◽

The Social ◽

Negative Effect ◽

The Impact

In this study, the factors affecting the request and action of migration are examined with empirical method within the scope of neoclassical economic theories and behavioral economic thought. A survey of a selected sample was analyzed with structural equation modeling. There was a linear relationship between migration and economic expectation, social capital and hope. It was found that the Economic Expectation Variable had a very strong negative effect on individuals' decision to immigrate and desire to migrate (γ = -0.99; t = -17.87). Hope variable has a very strong negative effect on individuals' migration decision and desire to migrate (γ = -0.96; t = -13.66). The Social Capital Secret Variable has a negatively moderate effect on individuals' decision to immigrate and desire to migrate (γ = -0.48; t = -8.19). It was seen that economic and political conjuncture was effective in the decision of migration of individuals.

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Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

Social Behavior and Personality An International Journal ◽

10.2224/sbp.6676 ◽

2018 ◽

Vol 46 (4) ◽

pp. 551-561 ◽

Cited By ~ 1

Author(s):

Jae Hoon Hyun ◽

Suk Bong Choi

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Equation Modeling ◽

Factors Affecting ◽

The Public ◽

Cosmetic Product ◽

Consumer Purchase Intention ◽

The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

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The impact of brand associations on brand loyalty in the football industry

Sport Business and Management An International Journal ◽

10.1108/sbm-06-2016-0026 ◽

2016 ◽

Vol 6 (5) ◽

pp. 499-519 ◽

Cited By ~ 3

Author(s):

Daniel Maderer ◽

Dirk Holtbruegge ◽

Rachel Woodland

Keyword(s):

Brand Loyalty ◽

Structural Equation ◽

Brand Management ◽

Negative Impact ◽

Equation Modeling ◽

Brand Associations ◽

Content Type ◽

Attitudinal Loyalty ◽

The Usa ◽

The Impact

Purpose The purpose of this paper is to explore the impact of brand associations on brand loyalty of fans toward professional football clubs in developed and emerging football markets (EFM). In particular, the following research questions are answered: how important are different determinants of brand associations for fans from developed football markets (DFM) and EFM? Are there any major differences in the importance of different brand associations and their influence on brand loyalty between fans from DFM and EFM? Design/methodology/approach Based on the customer-based brand equity framework the impact of brand associations on brand loyalty is tested with a sample of 3,587 fans from DFM – Germany, England, Spain, Italy, and France (2,032) – as well as fans from EFM – Brazil, Russia, India, China, and the USA (1,555). Findings Structural equation modeling is applied and shows a negative impact of brand attributes on attitudinal loyalty, whereas brand benefits positively impact attitudinal loyalty. Furthermore, significant differences between fans from developed and EFM are revealed. Implications for the management of football teams and for research on brand management are derived. Originality/value This study extends the work of Gladden and Funk (2001) by expanding the model used to assess brand loyalty and analyzes it empirically in different football markets. When looking to foster attitudinal loyalty, marketers should concentrate on benefit associations instead of attribute associations. Most importantly, marketers should be aware that when focusing on developing brand loyalty amongst EFM fans, they should not simply apply the same strategies that proved to be effective in DFM and vice versa.

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The Role of Motivation, Ability, and Opportunity in Achieving Effective Knowledge-Work

International Journal of Knowledge Management ◽

10.4018/ijkm.2016100102 ◽

2016 ◽

Vol 12 (4) ◽

pp. 20-36 ◽

Cited By ~ 2

Author(s):

Rezvan Hosseingholizadeh ◽

Somayyeh Ebrahimi Koushk Mahdi ◽

Hadi El-Farr

Keyword(s):

Structural Equation ◽

Extrinsic Motivation ◽

Empirical Support ◽

Knowledge Work ◽

Work Behavior ◽

Self Report ◽

Equation Modeling ◽

Modeling Techniques ◽

The Impact

This study aims to empirically test the impact of the Motivation-Ability-Opportunity- (MAO) model on knowledge work. We propose that knowledge work is a function of employees' motivation, ability and opportunity. In this regard, the aim is to provide empirical support to explain the effects of motivation, ability and opportunity on knowledge-work, which we defined as a knowledge-centered behavior. Data was collected through a self-report questionnaire. A sample size of 350 employees of Ferdowsi University of Mashhad answered the questionnaire. Structural equation modeling techniques and hierarchical multiple regression analyses were conducted on hypothesis testing. The findings confirm that motivation, ability and opportunity independently influence knowledge-work behavior. Also, results revealed that both intrinsic and extrinsic motivation has significant influence on knowledge work; however intrinsic motivation has a higher effect than extrinsic motivation.

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Knowing Means Existing: Organizational Learning Dimensions and Knowledge Management Capability

Business Systems Research Journal ◽

10.2478/bsrj-2018-0001 ◽

2018 ◽

Vol 9 (1) ◽

pp. 1-18 ◽

Cited By ~ 6

Author(s):

Lejla Turulja ◽

Nijaz Bajgorić

Keyword(s):

Knowledge Management ◽

Organizational Learning ◽

Structural Equation ◽

Empirical Support ◽

Shared Vision ◽

Equation Modeling ◽

Underlying Assumption ◽

Management Capability ◽

Knowledge Management Capability ◽

The Impact

AbstractBackground:Many studies have considered knowledge as the most important strategic resource for ensuring firm’s competitiveness. Accordingly, learning is an important concept for firms whether it is individual or organizational learning.Objectives:To provide empirical support to the impact of individual organizational learning dimensions on a firm’s knowledge management.Methods/Approach:The questionnaire survey approach is used for data collection and structural equation modeling for hypotheses testing. Besides, PROCESS procedure is employed to estimate confidence intervals of indirect effects in the model.Results:Organizational learning dimensions are antecedents of knowledge management capability. Shared values and openness influence directly and positively knowledge management capability. However, the same was not found to be the case for managerial commitment and dialogue. On the other hand, the results suggest that managerial commitment and dialog influence knowledge management capability indirectly over shared vision.Conclusions:While there has been an underlying assumption about the role of organizational learning for knowledge management, this study provides evidence on how organizational learning dimensions such as management commitment, shared vision, openness and experimentation, and dialog may be adjusted to facilitate and enhance knowledge management processes.

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The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective

Sustainability ◽

10.3390/su12072956 ◽

2020 ◽

Vol 12 (7) ◽

pp. 2956 ◽

Cited By ~ 5

Author(s):

Sujin Bae ◽

Timothy Hyungsoo Jung ◽

Natasha Moorhouse ◽

Minjeong Suh ◽

Ohbyung Kwon

Keyword(s):

Cultural Heritage ◽

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Mixed Reality ◽

Equation Modeling ◽

Factors Affecting ◽

Brand Association ◽

Experience Survey ◽

Visitor Attractions

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experiences. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea, using a stratified sampling method. Partial least squares structural equation modeling (PLS-SEM) was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experiences, but also positively affect brand awareness, brand association, and brand loyalty.

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