Antecedents and Consequences of University Brand Identification

This research aims to examine the impact of university brand personality, university brand knowledge and university brand prestige on university identification. The study also aims to examine the impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. In order to execute the study, descriptive research design has been implemented. The study is based on primary data collected through structured questionnaire. A total of 285 respondents have been taken for this study. The findings of the study revealed that all three antecedents; university brand personality, university brand knowledge and university brand prestige has significant positive impact on university identification. Among three antecedents, university brand knowledge has the greatest impact on university identification. Similarly, the findings also revealed that there is significant positive impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. Likewise, the greatest consequence of university identification is advocacy intentions.

Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma

This article contains the results of two studies that were designed to propose a working definition of non-luxury product brand charisma and to examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige), and related brand variables (brand engagement, brand love, and brand prestige). The non-luxury product brand charisma data were factor analyzed revealing four factors accounting for 71.9% of the total variance: Symbolic, Psychological, Experiential, and Functional. Findings from Studies 1 and 2 were similar: (a) ratings of non-luxury product brand charisma factors (symbolic and psychological) differentiated between masstige and mass market brands; (b) there were no gender differences in ratings of non-luxury product brand charisma for a favorite brand; and (c) non-luxury product brand charisma was significantly correlated with related brand variables.

How Do Face Consciousness and Public Self-Consciousness Affect Consumer Decision-Making?

Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and public self-consciousness are concerned with consciousness (i.e., awareness; mindfulness) and both depend on social comparison processes. But the motivation underlying the social comparisons is different: with face consciousness, social comparisons yield appraisals of prestige and social status; with public self-consciousness, social comparisons yield assessments of situational appropriateness. The purpose of this study was to examine links among face consciousness; public self-consciousness; brand prestige; self-expressive brand (inner; social), and fashion leadership. Participants were 221 university students who completed a questionnaire. Descriptive statistics, Cronbach’s alpha reliability, and multivariate/univariate analysis of variance (M/ANOVA) were conducted to analyze data. Results showed that face consciousness and public self-consciousness similarly affected ratings of the social self-expressive brand. However, face consciousness (but not public self-consciousness) influenced ratings of brand prestige and inner self-expressive brand. Public self-consciousness (but not face consciousness) influenced fashion leadership. Thus, while face consciousness and public self-consciousness are both concerned with consciousness, they independently influence consumer decision-making in different ways. Theoretical and practical implications are provided.

Pengaruh Perceived Brand Prestige, Product Quality dan Design Product terhadap Keputusan Pembelian Produk Tas Eiger

Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Brand Prestige, Product Quality dan Design Product terhadap keputusan pembelian produk tas Eiger. Populasi dalam penelitian ini adalah masyarakat di Kabupaten Kebumen yang pernah melakukan pembelian dan pengguna produk tas merek Eiger. Sampel penelitian sebanyak 100 responden dengan metode purposive sampling. Teknik Analisis yang digunakan dalam penelitian ini analisis kualitatif dan analisis kuantitatif. Analisis data menggunakan analisis regresi linear berganda (skala likert) 4 dengan program SPSS for windows 25. Hasil penelitian ini menunjukkan product quality dan design product berpengaruh signifikan terhadap keputusan pembelian, sedangkan perceived brand prestige tidak berpengaruh terhadap keputusan pembelian pada produk tas Eiger di Kabupaten Kebumen. Hasil pengujian ini menunjukan bahwa nilai Adjusted R Square sebesar 0,575 artinya sebesar 57,5% variabel keputusan pembelian dapat dijelaskan oleh variabel perceived brand prestige, product quality dan design product, sedangkan sebesar 42,5% dapat dijelaskan

The Impact of Perceived Brand Globalness on Consumers Purchase Intention and the Moderating Role of Consumer Ethnocentrism An Evidence from Vietnam

The aim of this research is to examine the effect of perceived brand globalness on consumers’ purchase intention, noting the mediating roles of perceived brand prestige and quality, brand social responsibility, and the moderating roles of consumer ethnocentrism. Survey data collected from 613 consumers in Vietnam was analyzed to provide evidence. Results from the partial least squares structural equation modeling (PLS-SEM) using the SmartPLS 3.0 program indicated that there was a positive impact of perceived brand globalness on consumers’ purchase intention; this was mediated partially through perceived brand prestige and quality, and brand social responsibility. Moreover, this study also found the moderatingeffects of consumer ethnocentrism on the impacts of perceived brand globalness onconsumer’s purchase intention and on perceived brand quality. Consumer ethnocentrism dampened the positive association between perceived brand globalness and perceived brand quality as well as reduced purchase intention of Vietnamese consumers. The finding also implies that marketers should build a suitable marketing strategy to heighten consumers’ purchase intention.

A Partial Least Square Structural Equation Modeling: Prestige Perception in Tourism

This study aims to investigate destination brand prestige, and to explore the mediating effects of destination brand worldness between destination brand prestige and intention to revisit. Research is designed to collect primary data from the Taiwanese tourists. Partial least squares structural equation modeling is used to test the effects. The research model is appropriately implemented in Smart PLS 3 and a full mediation has existed through the empirical findings. The study shows how destination brand worldness mediates the relationship between destination brand prestige and intention to revisit.

Examining Luxury Restaurant Dining Experience towards Sustainable Reputation of the Michelin Restaurant Guide

The study aims to investigate the formation of customer loyalty among luxury restaurant patrons in Korea. Moreover, the study investigated how the restaurants’ performance could contribute to the trust and sustainability of the Michelin restaurant guide’s reputation. The study identified meal experience, brand credibility, and brand love to influence customers’ revisit intention and willingness to pay a premium. The study surveyed 400 luxury restaurant patrons in Korea. The Michelin restaurant guide was used to classify fine dining restaurants. Measurement items from previously validated studies were adopted. The results of the study showed the meal experience scale satisfactorily measures service performance and leads to the formation of brand credibility. Subsequently, brand prestige and brand love significantly predicted customers’ loyalty intentions. Additionally, brand credibility helps form the trust of the Michelin guide and eventually predicts the long-term reputation of the guide.