scholarly journals The Effects of Tourist Shopping Value on Fashion Brand Attitude and Shopping Satisfaction:The Moderating Role of Cosmopolitanism

2021 ◽  
Vol 23 (5) ◽  
pp. 576-585
Author(s):  
Hee Jin Hur
Keyword(s):  
Brand Attitude ◽  
Fashion Brand ◽  
Moderating Role

De invloeden van waarschuwingen voor advergames en stemming op merkherkenning en merkattitude

2013 ◽  
Vol 41 (2) ◽  
Author(s):  
Nienke Lammers ◽  
Eva A. van Reijmersdal
Keyword(s):  
Negative Mood ◽  
Positive Mood ◽  
Brand Attitude ◽  
Persuasion Knowledge ◽  
Brand Placement ◽  
Negative Attitudes ◽  
Brand Recognition ◽  
Knowledge Theory ◽  
Moderating Role

The influence of a warning for advergames on persuasion The influence of a warning for advergames on persuasion In an experiment (N= 127) the influences of brand placement warnings in advergames on brand recognition and brand attitude are examined. In addition, the moderating role of gamers’ mood is explored. As expected based on persuasion knowledge theory, the results showed that brand placement warnings mitigate persuasion: gamers exposed to the warning held more negative attitudes toward the brand in the advergame than gamers who were not confronted with a warning. However, these influences only held for gamers in a positive mood. Gamers in a negative mood, were more negative toward the brand, regardless of the presence of a warning. As predicted based on priming theory, the results also showed that warnings increased brand recognition. These influences were stronger for gamers in a positive mood.

scholarly journals Impact of Perceived CSR on Brand Equity through Brand Admiration and Customer Advocacy Behaviour: Moderating Role of Brand Attitude and Customer Loyalty

2021 ◽  
Vol 3 (3) ◽  
Author(s):  
Mashari Mahmood ◽  
Amna Niazi ◽  
Waheed Asghar ◽  
Mujahid Hussain
Keyword(s):  
Brand Equity ◽  
Customer Loyalty ◽  
Food Production ◽  
Structural Equation ◽  
Quantitative Research ◽  
Positive Impact ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Moderating Role

This study intends to explore the positive impact of perceived Corporate Social Responsibility (CSR) on brand equity with respect to behaviors and emotions. The motive behind this study was to examine the sequential mediating role of emotion of brand admiration and customer advocacy behavior between perceived CSR and brand equity. Moderators of brand attitude and customer loyalty were also explored in this study. Quantitative research method has been adapted for this study. A questionnaire with 5-point likert scale was adopted from existing scholarly work to collect data from 364 customers of 5 food production companies placed in Pakistan. Collected data were analyzed with the help of SPSS and Smart PLS3 through Structural Equation Modeling (SEM) technique. Results show that brand admiration and customer advocacy behavior significantly mediate the relationship of perceived CSR and brand equity. Moreover, moderating role of brand attitude and customer loyalty was found positive and significant. This was the novelty of this research. This research will be helpful for food production companies in Pakistan to formulate strong customer-brand relationships in order tostrengthen their brand equity by effectively positioning their CSR practices into the minds of consumers.

scholarly journals Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category

2022 ◽  
pp. 097325862110678
Author(s):  
Sonika Nagpal ◽  
Garima Gupta
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Product Category ◽  
Brand Attitude ◽  
Equation Modeling ◽  
Consumer Responses ◽  
Indirect Impact ◽  
The Impact ◽  
Moderating Role

The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.

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