scholarly journals An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach

2021 ◽  
Vol 13 (17) ◽  
pp. 9968
Author(s):  
Huifeng Pan ◽  
Hong-Youl Ha
Keyword(s):  
Brand Loyalty ◽  
Empirical Test ◽  
Perceived Value ◽  
Brand Love ◽  
Relationship Duration ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Using Data ◽  
The Impact ◽  
The Relationship

Although brand love–loyalty relationships can deepen, the literature does not include systematic and empirical investigations demonstrating when perceived value and relationship duration are valuable in enhancing the brand love–loyalty relationship. This study investigates the effects of relationship duration, perceived value, and restaurant type on the relationships between brand love and brand loyalty during the coronavirus disease of 2019 (COVID-19) pandemic. In particular, hedonic value rather than utilitarian value is hypothesized to negatively enhance the relationship between brand love and brand loyalty when consumers continue to have long-lasting relationships with a restaurant brand. Using data collected from an online research firm in Korea, the findings revealed that brand love negatively influences brand loyalty. However, the impact of brand love on brand loyalty increases when customers seek hedonic value. Our findings also demonstrate that consumers who sought hedonic value strengthened the brand love–loyalty link compared to consumers who sought utilitarian value, particularly one with a short-lasting relationship. Consumers who sought utilitarian value through a long-lasting relationship strengthened the same relationship, although the increased correlation was not statistically significant. Furthermore, brand loyalty gradually decreases at fine-dining restaurants, whereas it sharply increases at takeaway restaurants.

scholarly journals The Relationships among Perceived Value, Intention to Use Hashtags, eWOM, and Brand Loyalty of Air Travelers

2019 ◽  
Vol 11 (22) ◽  
pp. 6523 ◽  
Author(s):  
Kim ◽  
Hyun
Keyword(s):  
Behavioral Intention ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Intention To Use ◽  
Social Networking Service ◽  
Practical Applications ◽  
Hedonic Value ◽  
Research Survey ◽  
Utilitarian Value

This study analyzed the relationships between utilitarian value, hedonic value, intention to use an airline’s social networking service (SNS) hashtag, electronic word of mouth (eWOM), and brand loyalty. A research survey consisting of 220 samples was conducted with respondents who had experience using airline SNS hashtags. Finally, 204 answers were analyzed after excluding 16 unreliable answers. The results show that utilitarian value significantly influenced the intention to use hashtags, while hedonic value, intention to use, and eWOM had no significant effect on brand loyalty. Moreover, the correlation between utilitarian value and intention to use indicated that hashtags had a meaningful impact. However, hedonic value, intention to use, and eWOM were relatively inconsequential. This research ascertained behavioral intention based on previous studies of the theory of perceived value (utilitarian value and hedonic value) and the relationships between each variable. In addition, by analyzing the behavioral intention of customers from an airline perspective, it contributes to a more effective marketing strategy based on social curation. Thus, this research facilitates practical applications by finding a method to improve airline customers’ SNS activity and involving the brand loyalty of its customers.

scholarly journals The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minh T.H. Le
Keyword(s):  
Brand Loyalty ◽  
Social Influences ◽  
Self Esteem ◽  
Brand Love ◽  
Content Type ◽  
Brand Relationship ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Design/methodology/approach Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model. Findings The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty. Research limitations/implications The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships. Practical implications Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE. Social implications The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships. Originality/value This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

scholarly journals Does VR Tourism Enhance Users’ Experience?

2021 ◽  
Vol 13 (2) ◽  
pp. 806
Author(s):  
Won-jun Lee ◽  
Yong Hee Kim
Keyword(s):  
Virtual Reality ◽  
Information Access ◽  
Group Differences ◽  
Face To Face ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
User Communities ◽  
The Impact ◽  
The Relationship ◽  
Research Show

The importance of non-face-to-face tourism is growing due to the impact of COVID-19, and VR (virtual reality) is attracting attention as a solution to this need. This research investigates the antecedents of utilitarian and hedonic values based on the experience of VR tourism and identifies the relations between values and user visit intention. We performed an empirical study with data collected from 207 respondents from major VR online user communities. The results of the research show the antecedents of utilitarian value to be information access, flow, and interactivity; whereas the antecedents of hedonic value are flow, interactivity, and telepresence. Utilitarian and hedonic values both positively affect user visit intention. The results also show group differences in the relationship between research variables according to the personal degree of extraversion. These results provide key understandings to enable the adoption of the VR technology in tourism.

scholarly journals Exploring the Utilitarian and Hedonic Value Derived from Tourism Pre-experiences with Virtual Reality: Differences Between Destinations and Accommodations

2022 ◽  
pp. 498-503
Author(s):  
Carlos Flavián ◽  
Sergio Ibáñez-Sánchez ◽  
Carlos Orús
Keyword(s):  
Virtual Reality ◽  
Perceived Value ◽  
Customer Experience ◽  
Tourism Industry ◽  
Added Value ◽  
Hedonic Value ◽  
Great Uncertainty ◽  
Utilitarian Value ◽  
Hedonic Utilitarian ◽  
The Impact

AbstractThe tourism industry is in a convulsive situation of great uncertainty. The recovery of the sector depends on boosting digitalization processes. In this sense, virtual reality represents an essential tool that can generate added value in the customer experience. This study analyzes the impact of virtual reality tourism pre-experiences on the utilitarian and hedonic value perceived by the customer. In addition, given the heterogeneity of tourism products and offers, it is proposed that the influence of virtual reality on the dimensions of perceived value will depend on whether the product is evaluated on an attribute basis (hotels) or holistically (destinations). The results will provide interesting implications for understanding and generating tourism experiences with high added value. Particularly, these results will be helpful for tourism managers to design effective virtual reality pre-experiences according to the features of the tourism products they are promoting, fostering the corresponding hedonic/utilitarian value in the tourist’s pre-experience.

scholarly journals Brand Loyalty at Smartphones Market: Linking Between Brand Passion, Hedonic and Utilitarian Values

2020 ◽  
pp. 274-284
Author(s):  
Tolga Yalçıntekin ◽  
Metin Saygılı
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Influence ◽  
Study Data ◽  
General Situation ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Study Results ◽  
The Relationship

This paper summarizes the arguments and counterarguments within the scientific discussion on the factors that influence consumers' brand loyalty to smartphone brands. The main aim of the study is to analyze the relationship between hedonic value, utilitarian value, brand passion, and brand loyalty based on consumers' loyalty at the smartphones market. Accordingly, the study focuses on brand loyalty as a consequence of brand passion and reveals it in a holistic framework as it emphasizes the direct relationship between the two variables. In this context, this study is different from others in literature in a way that it focuses on smartphones, which are at the upper ranks of the technological product category. The fact that this study only deals with mobile phones makes it different and essential as studies on electronic and technological products often focus on the general situation. Researchers used positivist research as a quantitative research design in this study, which deals with factors that influence brand loyalty to smartphone brands. The study universe involves 18-year-old and older consumers with a purchase capacity. In this context, the study sample comprises smartphone users at or over the age of 18. The conceptual model and associated hypotheses are tested with a sample of 330 consumers. Researchers collected the study data with a convenience sampling method with the help of an online survey. In the study, data were analyzed through structural equation modelling. The results demonstrate strong relationships between the two antecedents (hedonic value and utilitarian value) and brand passion and between brand passion and its consequence (brand loyalty). Study results indicate that hedonic value (β=0,506; p<0,001) and utilitarian value (β=0,202; p<0,001) have a positive influence on brand passion. Study results also show that brand passion (β=0,683; p<0,001) has a positive influence on brand loyalty. On the other hand, the study also reveals that brand passion mediates the relationship between hedonic and utilitarian value and brand loyalty. Study results point out that hedonic value, utilitarian value, and brand passion have a positive influence on the development of consumers' loyalty to smartphone brands. Keywords brand loyalty, brand passion, hedonic value, smartphone, utilitarian value

scholarly journals The Mediating Role of Brand Love in the Relationship Between Consumer-Based Brand Equity and Brand Loyalty: a Research on Starbucks

2021 ◽  
Vol 12 (22) ◽  
pp. 150-167
Author(s):  
Aylin Sinem Polat ◽  
Burçin Cevdet Çetinsöz
Keyword(s):  
Service Quality ◽  
Brand Loyalty ◽  
Service Industry ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Love ◽  
Mediating Role ◽  
The Impact ◽  
The Relationship

The present study aims to determine the mediating role of brand love in the relationship between CBBE and brand loyalty. The study makes an analysis of CBBE, brand loyalty, and brand love related to Starbucks – a global coffee house and roastery catering concept. The study population comprises customers of the Starbucks enterprises operating in the city of Mersin, Turkey, and adopts a convenience sampling method. During the data collection process, 384 customers of Starbucks stores within Mersin who were over 18 years of age were surveyed. The dependent variables of the study are "brand loyalty" and "brand love," whereas the independent variable is "CBBE". The hypotheses developed in the research model were tested through structural equation modeling (SEM). Based on the study findings, it was concluded that brand love, as well as the dimensions of CBBE of "Service Quality: Physical Quality SQ:PQ" and "Lifestyle-Congruence LC", had full mediation with brand loyalty, while "Service Quality: Staff Behavior SQ:SB", "Ideal Self-Congruence IS-C" and "Brand Identification BI" had no such mediating effect on brand loyalty. In the study, the mediating role of brand love in terms of the impact of CBBE in the service industry on brand loyalty has been examined for the first time. The research findings show that a strong bond will be established with the target audience through compatible and parallel strategies that will be implemented by the managers on the SQ:PQ and LC dimensions of CBBE and this situation will increase loyalty to the brand. As a result of the consumers' strong emotions and their increasing loyalty towards the brand, this situation will lead the businesses in the service industry to protect their market share along with having a positive impact on their sustainable competition and profitability.

scholarly journals The impact of e-brand experience on e-brand loyalty mediated e-brand love and e-brand trust

2021 ◽  
Vol 10 (3) ◽  
pp. 132-138
Author(s):  
Ria Maharani Ridhwan ◽  
Wahdiyat Moko ◽  
Djumilah Hadiwidjojo
Keyword(s):  
Brand Loyalty ◽  
Research Data ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Purposive Sampling ◽  
Independent Variable ◽  
The Impact ◽  
The Relationship ◽  
Research Show

This study aims to examine the problem of the effect of e-brand experience on e-brand loyalty that mediated by e-brand love and e-brand trust (a study of go-pay users in the Go-Jek application in Malang). This research used one independent variable that is e-brand experience, the variable e-brand trust and e-brand love as a mediating variable, and the variable e-brand loyalty as the dependent variable. This research uses non-probability purposive sampling. The population in this research was all Go-Pay users in the Go-Jek application in Malang City. The sample is 130 respondents based on the specified criteria. Analysis of research data using SEM PLS. Based on the analysis conducted in this research show that e-brand experience did not have a significant effect on e-brand loyalty directly, whereas if it mediated by e-brand trust and e-brand love so the relationship between e-brand experience and e-brand loyalty becomes significant.  

Accent Policy and Accent Modification Enterprises as Potential Indicators of Intercultural Power Relations: A Call for an Updated Research Agenda

2013 ◽  
Vol 3 (1) ◽  
pp. 22-33 ◽  
Author(s):  
Brynne D. Ovalle ◽  
Rahul Chakraborty
Keyword(s):  
International Relations ◽  
Identity Construction ◽  
Social Theory ◽  
Power Relations ◽  
Linguistic Diversity ◽  
Cultural Organization ◽  
Using Data ◽  
The Individual ◽  
The Impact ◽  
The Relationship

This article has two purposes: (a) to examine the relationship between intercultural power relations and the widespread practice of accent discrimination and (b) to underscore the ramifications of accent discrimination both for the individual and for global society as a whole. First, authors review social theory regarding language and group identity construction, and then go on to integrate more current studies linking accent bias to sociocultural variables. Authors discuss three examples of intercultural accent discrimination in order to illustrate how this link manifests itself in the broader context of international relations (i.e., how accent discrimination is generated in situations of unequal power) and, using a review of current research, assess the consequences of accent discrimination for the individual. Finally, the article highlights the impact that linguistic discrimination is having on linguistic diversity globally, partially using data from the United Nations Educational, Scientific and Cultural Organization (UNESCO) and partially by offering a potential context for interpreting the emergence of practices that seek to reduce or modify speaker accents.

Social comparison orientation and mental health: The mediating role of psychological capital

2020 ◽  
Author(s):  
Guoliang Yang ◽  
Zhihua Wang ◽  
Weijiong Wu
Keyword(s):  
Mental Health ◽  
Social Comparison ◽  
Psychological Capital ◽  
Mediating Effect ◽  
Mediating Role ◽  
The Social ◽  
Social Comparison Orientation ◽  
Using Data ◽  
The Impact ◽  
The Relationship

Little is known about the relationship between social comparison orientation and mental health, especially in the psychological capital context. We proposed a theoretical model to examine the impact of ability- and opinion-based social comparison orientation on mental health using data from 304 undergraduates. We also examined the mediating effect of the four psychological capital components of hope, self-efficacy, resilience, and optimism in the relationship between social comparison orientation and mental health. Results show that an ability (vs. opinion) social comparison orientation was negatively (vs. positively) related to the psychological capital components. Further, the resilience and optimism components of psychological capital fully mediated the social comparison orientation–mental health relationship. Our findings indicate that psychological capital should be considered in the promotion of mental health, and that the two social comparison orientation types have opposite effects on psychological capital.

A Preliminary Test of the Impact of De-Globalization on MNC Performance

2021 ◽  
Vol 17 (2) ◽  
pp. 412-428
Author(s):  
Hilla Peretz ◽  
Michael J. Morley
Keyword(s):  
Organizational Context ◽  
Preliminary Test ◽  
Organizational Level ◽  
Institutional Fit ◽  
Preliminary Examination ◽  
Negative Effect ◽  
Key Dimensions ◽  
Using Data ◽  
The Impact ◽  
The Relationship

ABSTRACTWe offer a preliminary examination of whether national and organizational level contexts amplify or reduce the effects of de-globalization on the performance of MNCs. Theoretically, we borrow ideas from both event system theory and institutional fit to propose a model explicating key dimensions of the relationship between de-globalization, national and organizational context, and MNC performance. We then test our ideas using data assembled from 283 MNCs in 20 countries. We find that while de-globalization has a negative effect on MNC performance, national and organizational level contextual endowments do moderate this relationship. We discuss some implications of our findings and highlight attendant limitations.

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