The relationship between celebrity endorsement and brand equity: What's happening on the social network?

2020 ◽  
Vol 10 (1) ◽  
Author(s):  
Pham Minh ◽  
Bui Ngoc Tuan Anh
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
The Social ◽  
Key Factor ◽  
Mediator Role ◽  
The Impact ◽  
The Relationship ◽  
Difficult Issue

Today, using celebrity endorsement is the main advertising trend on social networks. However, choosing which celebrity to fit the brand is still a difficult issue for businesses. The purpose of this research is to solve this issue by surveying 472 social media customers in Vietnam from June 2017 to November 2017 for the congruence of celebrity-brand pairs and their impact on brand equity. Data were analyzed through the Structural Equation Modeling (SEM) process. The results have shown a positive relationship between the sub-components of Celebrity Endorsement (such as Attractiveness, Trustworthiness, and Expertise) and Brand Equity, in which the impact of Expertise is strongest. Another interesting finding was that Expertise has a key factor in helping customers trust the recommendations that celebrities want to convey to them. Besides, this study proved that Celebrity-Brand fit plays an important mediator role in this such relationship. This is an important guide to help businesses improve the effectiveness of their brands advertising campaigns.

The effect of brand authenticity on consumer–brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 231-241 ◽  
Author(s):  
Hyunjoo Oh ◽  
Paulo Henrique Muller Prado ◽  
Jose Carlos Korelo ◽  
Francielle Frizzo
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
The Self ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Authenticity ◽  
Key Factor ◽  
The Usa ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach The authors surveyed 347 consumers in the USA and Brazil and used structural equation modeling to test the relationship among brand authenticity, self-reinforcing assets, brand-self connectedness and behavioral intentions. Findings Brand authenticity was found to influence the self-reinforcing assets. In turn, the self-reinforcing assets promoted closeness toward the brand, thereby increasing the behavioral intentions of consumers to buy a product, visit a store/website in the future and recommend the brand to other people. Practical implications Marketing practitioners can use these results to promote better brand positioning by considering brand authenticity as a key factor in how consumers cognitively assess brands. Originality/value This paper shows that brand authenticity is a key antecedent of consumer–brand self-reinforcing assets.

scholarly journals The Impact of Maladaptive Facebook Use on Self-Reported Eating Disorders During the COVID-19 Lockdown

2021 ◽  
Author(s):  
Giuseppe Mannino ◽  
Laura Salerno ◽  
Rubinia Celeste Bonfanti ◽  
Gaia Albano ◽  
Gianluca Lo Coco
Keyword(s):  
Disordered Eating ◽  
Structural Equation ◽  
Eating Behaviors ◽  
Equation Modeling ◽  
The Social ◽  
Facebook Use ◽  
Eating Cognitions ◽  
The Impact ◽  
The Relationship ◽  
Daily Time

Abstract Background: The social isolation due to the COVID-19-related lockdown has had an impact on social media consumption around the world. This study examines the relationship between fear of COVID-19, maladaptive Facebook use and disordered eating. Methods: Structural Equation Modeling was used to analyse two-wave survey data (T0: Italian first lockdown; T1: after two months) from 115 Italian subjects (91.3% females; mean age = 28.60 ± 7.31) with self-reported dysfunctional eating behaviors. Participants were assessed on Facebook use, dysfunctional eating cognitions, and fear of COVID-19. Results: Participants’ disordered eating cognitions increased during the pandemic. At T0, higher fear of COVID-19 was positively associated to time spent on Facebook, which in turn predicted disordered eating cognitions at T1. Moreover, maladaptive Facebook use mediated the relationship between daily time on Facebook and Shape concerns.Conclusions: The findings of this study suggest an influence of dysfunctional Facebook use in increasing disordered eating cognitions during the pandemic.

The relationship between marketing mix and retailer-perceived brand equity

IMP Journal ◽  
2018 ◽  
Vol 12 (1) ◽  
pp. 192-208 ◽  
Author(s):  
Wita Efanny ◽  
Jony Haryanto ◽  
Muhammad Kashif ◽  
Hanif Adinugroho Widyanto
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Content Type ◽  
Distribution Strategy ◽  
Push And Pull ◽  
The Impact ◽  
The Relationship ◽  
Business To Business

Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.

Brand Equity, Brand Satisfaction, and Brand Loyalty

2021 ◽  
Vol 11 (3) ◽  
pp. 34-50
Author(s):  
Anupreet Kaur Mokha
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Online Shopping ◽  
Positive Impact ◽  
Equation Modeling ◽  
Confirmatory Factor ◽  
The Impact ◽  
The Relationship ◽  
Brand Satisfaction

Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.

scholarly journals The impact of Facebook use on self-reported eating disorders during the COVID-19 lockdown

2021 ◽  
Vol 21 (1) ◽  
Author(s):  
Giuseppe Mannino ◽  
Laura Salerno ◽  
Rubinia Celeste Bonfanti ◽  
Gaia Albano ◽  
Gianluca Lo Coco
Keyword(s):  
Disordered Eating ◽  
Structural Equation ◽  
Online Survey ◽  
Eating Behaviors ◽  
Equation Modeling ◽  
The Social ◽  
Facebook Use ◽  
Eating Cognitions ◽  
The Impact ◽  
The Relationship

Abstract Background The social isolation due to the COVID-19-related lockdown has had an impact on social media consumption around the world. This study examines the relationship between fear of COVID-19, Facebook use and disordered eating. Methods Structural Equation Modeling was used to analyse two-wave survey data (T0: Italian first lockdown; T1: after two months) during the pandemic. Young adults with self-reported dysfunctional eating behaviors (N = 115; 91.3% females; mean age = 28.60 ± 7.31) were recruited to complete an online survey at T0; 66 participants (92.4% females; mean age = 28.85 ± 7.85) completed the survey at T1. They were assessed on Facebook use, dysfunctional eating cognitions, and fear of COVID-19. Results Participants’ disordered eating cognitions increased during the pandemic. At T0, higher fear of COVID-19 was positively associated to time spent on Facebook, which in turn predicted disordered eating cognitions at T1. Moreover, maladaptive Facebook use mediated the relationship between daily time on Facebook and Shape concerns. Conclusions The findings of this study suggest an influence of dysfunctional Facebook use in increasing disordered eating cognitions during the pandemic.

KONFLIK DAN KINERJA KARYAWAN

2018 ◽  
Vol 3 (3) ◽  
pp. 431-440
Author(s):  
Santi Retno Sari
Keyword(s):  
Leadership Style ◽  
Structural Equation ◽  
Employee Performance ◽  
Equation Modeling ◽  
Managerial Practices ◽  
Research Findings ◽  
Job Levels ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

The purpose of this paper is to examine the relationships to which leadership style (task and relations oriented leadership) moderate the impact of conflict on employee performance. Data were collected from 92 employees in different job levels. Partial least squares variance-based structural equation modeling (PLS-SEM) was used to test the relationship in the models. The results showed that task and relation conflict was associated with employee performance. The research findings also showed that leadership styles moderated the relationship between conflict and employee performance. This study offers implications for managerial practices. Practical implications and suggestions described in the paper Keywords: leadership style, conflict, performance.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

scholarly journals Sustainable Innovation in Small Medium Enterprises: The Impact of Knowledge Management on Organizational Innovation through a Mediation Analysis by Using SEM Approach

2020 ◽  
Vol 12 (6) ◽  
pp. 2407 ◽  
Author(s):  
Jaffar Abbas ◽  
Qingyu Zhang ◽  
Iftikhar Hussain ◽  
Sabahat Akram ◽  
Aneeqa Afaq ◽  
...  
Keyword(s):  
Knowledge Management ◽  
Organizational Learning ◽  
Structural Equation ◽  
Organizational Innovation ◽  
Garment Industry ◽  
Equation Modeling ◽  
Sustainable Innovation ◽  
Study Results ◽  
The Impact ◽  
The Relationship

This current study is among the very few investigations, which seeks the relationship between knowledge management and sustainable organizational innovation in garment business firms. This investigation focused on examining how organizational learning mediates the relationship between knowledge management and sustainable organizational innovation. This research establishes that knowledge management and organizational innovation procedures are integral parts of the progress and survival of the organizations. The received data of this population reports on the garment firms, operating their businesses in Lahore and Gujranwala. The study applied a stratified random sampling method for data collection and employed structural equation modeling (SEM) to examine the hypothesized relationships. The results specify that knowledge management shows a significant positive association with organizational learning, which in turn reveals a positive linkage to sustainable organizational innovation in SMEs of the garment industry. The study results also specify that organizational learning mediates the relationship between knowledge management and sustainable organizational innovation. This research survey identifies the significance of knowledge management and organizational learning in executing the process of organizational innovation, and it helps business managers to understand organizational learning as a mediator, which in turn indicates the benefits of knowledge management in achieving sustainable organizational innovation. This review provides an empirical indication of original data to investigate the linkage between knowledge management, sustainable innovation process, and organizational learning culture in the Pakistani garment sector. The generalizability of the study fallouts is restricted to the garment industry, and it offers valuable insights for imminent researchers.

Residents’ perceptions of the impact of tourism in Abu Dhabi, United Arab Emirates

2017 ◽  
Vol 11 (4) ◽  
pp. 551-572 ◽  
Author(s):  
Nada Hammad ◽  
Syed Zamberi Ahmad ◽  
Avraam Papastathopoulos
Keyword(s):  
United Arab Emirates ◽  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Cultural Influences ◽  
Abu Dhabi ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose This paper aims to investigate residents’ perceptions of tourism’s impact on their support for tourism development in Abu Dhabi, United Arab Emirates (UAE). Design/methodology/approach Data were collected using self-administered questionnaires from Abu Dhabi residents (n = 407), who represented 30 nationalities residing in the emirate. Based on social exchange theory, structural equation modeling was used to test hypotheses. Findings Results suggest that Abu Dhabi residents perceive the impacts of tourism positively and are more sensitive to the environmental and economic influences of tourism than the social and cultural influences. Research limitations/implications This study was limited to Abu Dhabi residents; findings cannot be generalized to other emirates in the UAE, or other countries. Originality/value This study adds value to extant tourism literature by investigating residents’ perceptions of the influence of tourism in one of the richest cities worldwide, which aspires to be one of the fastest growing tourism destinations in the Middle East.

Mobile Business Effects on Employees' Social Life

2021 ◽  
Vol 13 (2) ◽  
pp. 1
Author(s):  
Husam Alfahl
Keyword(s):  
Social Life ◽  
Structural Equation ◽  
Equation Modeling ◽  
Work Family Conflict ◽  
Negative Effects ◽  
Mobile Business ◽  
Business Services ◽  
Work Related ◽  
The Social ◽  
The Impact

The use of mobile devices and smartphones is increasingly becoming a critical part of many people’s lifestyle. Such usage can vary from playing games to accomplishing work-related tasks. Being able to use organizations’ persuasive technologies via mobile business services or to achieve work-related tasks ubiquitously at any time means that such devices provide a valuable service, especially for employees who are working online. This paper explores the impact of mBusiness on the social life of employees. In the research, structural equation modeling was applied to validate the research model. Employees in Saudi organizations were surveyed to test the research hypotheses. The research results confirmed that there are some negative effects of using mBusiness technologies on the social life of employees. Based on the analysis, the findings revealed that addiction to mBusiness technologies significantly increases the perceived work overload, which also significantly increases work-family conflict. The paper concludes with some implications of this research.

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