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1 – 10 of 1000Umer Hussain and Han Ma
This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in…
Abstract
Purpose
This study aimed to investigate the relationship between food sponsorships and gender stereotypes, focusing on how patriarchal beliefs influence consumers’ purchase intentions in sports.
Design/methodology/approach
The research comprised two studies. In Study 1, n = 161 participants participated via Amazon’s Mechanical Turk platform. Study 2 involved n = 250 participants who completed a cross-sectional and self-administered survey.
Findings
Study 1 indicated an apparent gender-based categorization of certain foods and beverages: beer and red meat were predominantly perceived as masculine, while yogurt, salads, and wine were seen as feminine. Further, brands like Budweiser and Red Bull were mainly seen as masculine, while Chobani and Smoothie King were perceived as feminine. Moreover, findings indicate that foods, especially those rich in protein or linked to BBQ and spicy tastes, are considered more masculine by men than women in sports settings. Further, Study 2 findings unveiled a significant relationship between patriarchal beliefs and both attitudes (ß = 0.327, p < 0.01) and subjective norms (ß = 0.525, p < 0.01) towards masculine brands.
Originality/value
The two studies’ results underscore the profound impact of gender stereotypes shaping sports fans’ perceptions of food items and the brands sponsoring them. This inquiry significantly augments the current understanding of the nuanced interrelation between the paradigms of social role theory and the theory of planned behavior, particularly within the ambit of sports-related sponsorship by food and beverage brands and its consequent influence on consumer purchasing inclinations.
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Ratna Dewi, Hastuti Mulang and Junaidi Junaidi
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Abstract
Purpose
This study aims to examine the role of religion on Indonesia’ Muslim consumers’ emotional bonding and loyalty.
Design/methodology/approach
The sample consists of 505 and structural equation modelling was used to confirm research hypotheses.
Findings
The results indicated that religion has a positive and significant effect on Muslim consumers’ emotional bonding; furthermore, emotional bonding play an important role in mediating the relationship between consumers’ religiosity and consumers’ loyalty.
Research limitations/implications
Future research is required to confirm the validity of this study throughout the sector and among Muslim banking consumers.
Practical implications
Bank managers also promote their consumers as change agents to recommend their companies to others. It is also essential in strengthening the relationship between consumers and the companies.
Originality/value
This study provided the Muslim consumers’ loyalty standpoint, the study enlightened bank managers about consumers’ loyalty through religiosity and emotional bonding.
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Sonia Kashyap and Lakhwinder Singh Kang
Drawing on the social identity theory (SIT), this study investigates the relationship between internal branding (IB), organizational identity (OI) and brand performance while…
Abstract
Purpose
Drawing on the social identity theory (SIT), this study investigates the relationship between internal branding (IB), organizational identity (OI) and brand performance while considering OI as the linking apparatus of internal branding and brand performance. It also explores the moderating role of co-worker support in the relationship between OI and brand performance.
Design/methodology/approach
A sample of 919 frontline employees working in private banks in India was collected by using multi-stage sampling. Structural equation modeling (SEM) was utilized to examine the hypothesized relations. PROCESS macro for SPSS was used to test mediation and moderation effects.
Findings
The results reveal that all IB dimensions (internal brand communication, brand-oriented transformational leadership and brand-oriented HR activities) directly affect OI and indirectly affect brand performance. Additionally, no moderating effect of co-worker support is found.
Research limitations/implications
The current study contributes to the existing literature by portraying IB as identity strengthening phenomenon and brand performance as identity-congruent behavior. It also reveals how social context influences brand performance and assists them in socially categorizing themselves.
Originality/value
The present study portrays a complete understanding of the dynamics between internal branding, organizational identity, and brand performance. The study also emphasizes the empirical examination of the potential mediation effect of organizational identity and the moderation effect of co-worker support.
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Suji Kim, John Grady and Khalid Ballouli
This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Abstract
Purpose
This paper aims to provide an integrated legal and marketing perspective on the imminent trademark challenges and opportunities for sports organizations operating in the metaverse.
Design/methodology/approach
The approach is a legal commentary that explores the ways in which the current legal framework, especially in the context of trademarks, might need to transform to offer robust protection for sports brands in the virtual marketplaces emerging within the metaverse.
Findings
Our analysis reveals that the traditional legal frameworks for trademarks are often inadequate to address the unique challenges posted by the metaverse, such as the issue of virtual goods replication and the global accessibility of branded content. The findings indicate that sport organizations must adopt proactive strategies to monitor and enforce their trademark rights effectively within these expansive digital environments. Moreover, legislative bodies may need to consider reforms or new regulations specifically tailored to the complexities of trademark protection in the digital realm to prevent dilution and misuse of sport brands.
Originality/value
In light of legal and branding issues related to metaverse-based trademarks, this paper is dedicated to examining the legal principles and foundations necessary to enhance the protection of sports brands within the virtual marketplace of the metaverse.
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This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on…
Abstract
Purpose
This study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.
Design/methodology/approach
The data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.
Findings
The results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.
Research limitations/implications
Athletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.
Originality/value
The study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.
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Kenneth Fu Xian Ho, Liudmila Tarabashkina and Fang Liu
Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised…
Abstract
Purpose
Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.
Design/methodology/approach
Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.
Findings
Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.
Research limitations/implications
This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.
Practical implications
Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.
Originality/value
To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.
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Muhammad Sohaib, Asif Ali Safeer and Abdul Majeed
The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on…
Abstract
Purpose
The social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.
Design/methodology/approach
This study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.
Findings
The findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.
Originality/value
This original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.
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Mohammad Akbari, Shadi Nazarzad and Mohamad Ghasemi Namaghi
In this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude…
Abstract
Purpose
In this paper, the relationship of brand logo and purchase intention is investigated along with the mediating role of customer satisfaction, brand preference and brand attitude. The research is conducted on an online passenger transport company called Tapsi.
Design/methodology/approach
In this study, we examine the positive effect of brand logo on brand attitude, consumer satisfaction and strengthening the intention to buy and brand preference by customer satisfaction. The statistical population was randomly selected. We design a conceptual model and then prepare a standard online questionnaire and send it to the target groups. Among this, the participants, 59% are women and 41% are men. After collecting the data through the software Smart-PLS3, we start the analysis. According to Cronbach's alpha and AVE, the validity and reliability of the model are confirmed.
Findings
The study shows that the brand logo has a positive and direct influence on customer attitude and satisfaction, and customer satisfaction mediates the purchase intention and brand preference. Given that the brand logo describes the company, managers must be very sensitive to design of a proper logo and spend enough time and money on it.
Originality/value
Few studies have examined the effectiveness of the brand logo the present study and the results show that the brand logo and its structures are directly related to brand attitude as a result of consumer satisfaction in all services even transportation services. The first thing consumers see when they first use a company’s services is the company logo. The brand and its logo can change the attitude and decision of the customer. Past studies have also shown that the brand logo can have a direct impact on customer satisfaction and customer preference for the brand. Therefore a model was prepared and the mentioned variables were selected. Brand preference as a mediating variable has a positive role on buying intention. However all relationships and their predictive power have been confirmed.
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Alireza Sheikh and Newsha Asemani
This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality.
Abstract
Purpose
This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality.
Design/methodology/approach
This research is applied in terms of the objective and descriptive survey in terms of methodology because its objective is to describe the studied conditions or phenomena and also the relationship between research variables that have been conducted in the field method.
Findings
The results explained that 53% of respondents are female and 47% of respondents are male. Most respondents are between 30 and 40 years old, and the youngest respondents are less than 30 years old. Most respondents were specialists, and the 134 respondents were subspecialists. The results explained that the significance level of the Kolmogorov–Smirnov test for research variables is less than 0.05 and has an abnormal distribution. The abnormality of the data in this study directed the authors to use PLS software to analyze the data.
Originality/value
To the best of the authors’ knowledge, it is the first time that research is prepared to study the impact of these marketing parameters on dentists’ prescription behavior.
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Harriet Gray, Rebecca Dolan, Dean Charles Wilkie, Jodie Conduit and Amelie Burgess
As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social…
Abstract
Purpose
As brands progressively become instruments for consumers to advocate for social change, many feel pressure to engage in social purpose branding (SPB) through addressing social issues. In a rush to remain socially relevant, brands have approached SPB differently; some genuinely intend to advance the social issue, while some intend to capitalise on social movements to mobilise the brand. This paper aims to explain these differences by theoretically outlining various approaches to SPB.
Design/methodology/approach
This mixed method paper draws on theory, interviews with marketing practitioners, and practical exemplars to present a typology of SPB approaches.
Findings
Using institutional logics theory, SPB is categorised into four approaches: social purpose-driving, social purpose-driven, social purpose-aligning and social purpose-washing.
Research limitations/implications
The typological framework for SPB advances this domain to outline effective and ineffective ways for brands to engage with social issues. A detailed agenda for further research is provided to guide ongoing SPB research.
Practical implications
The typology presented reduces complexity and helps marketers understand the different approaches to engaging with a social issue. Given the growing intertwinement of brands and social issues, this research is essential for brands seeking to advance a social issue and remain relevant.
Originality/value
This paper offers a novel conceptualisation of SPB by defining it, identifying a framework of its characteristics, and detailing four SPB approaches.
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