Search results

1 – 10 of over 21000
Article
Publication date: 25 November 2019

Maxi Bergel, Phillip Frank and Christian Brock

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral…

1860

Abstract

Purpose

This study aims to investigate the influence of customer satisfaction on four facets of customer engagement: customer influencer behavior, knowledge behavior, referral behavior and purchase behavior. Furthermore, its (in)direct influence on affective attitude, price perception and loyalty is investigated.

Design/methodology/approach

Two studies were conducted. First, an experimental scenario design was set up to investigate the hypothesized relations between customer engagement; customers’ affective attitude and their loyalty; and their price perceptions. Second, a survey at a national forest park center helped to secure external validity.

Findings

The results indicate that engaged customers develop a more positive affective attitude, which leads to increased future loyalty and positive price perceptions. In addition, the results suggest that assessing cognitive approaches exclusively is not sufficient for understanding customers’ price perceptions.

Research limitations/implications

Future research should investigate antecedents of customer engagement behaviors (CEBs) other than satisfaction, and extend this research by taking into account further mediators that might be cognitive rather than affective.

Practical implications

The results are of superior importance for services or tourism destinations. Fostering CEB can help in improving a destinations’ performance.

Originality/value

This research expands the current state of literature by investigating several dimensions of CEB at one time, as well as by examining customers’ affective attitude toward the organization as a potential mediator, extending previous research approaches.

Details

Journal of Services Marketing, vol. 33 no. 7
Type: Research Article
ISSN: 0887-6045

Keywords

Book part
Publication date: 26 June 2012

Brona Russell and Jacob Eisenberg

Affective Events Theory (Weiss & Cropanzano, 1996) proposes a theoretical framework that outlines the structure, antecedents, and consequences of affective experiences at…

Abstract

Affective Events Theory (Weiss & Cropanzano, 1996) proposes a theoretical framework that outlines the structure, antecedents, and consequences of affective experiences at work. We elaborate on Affective Events Theory by incorporating recent theory of attitude and by further exploring the role of work environment features within the model. Our proposed model acknowledges the immediacy of judgment driven as well as affect-driven behavior. It provides a mechanism through which affect-driven or judgment-driven behaviors can be more easily predicted and it shows how work environment features not only make certain events more or less likely but also influence resulting behaviors through attitude formation. We outline the practical application of our model and give direction for future research.

Details

Experiencing and Managing Emotions in the Workplace
Type: Book
ISBN: 978-1-78052-676-8

Article
Publication date: 13 June 2016

Noel Yee-Man Siu, Ho Yan Kwan and Celeste Yunru Zeng

This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the…

5547

Abstract

Purpose

This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined.

Design/methodology/approach

A field survey was conducted using a sample of 248 luxury consumers in three Chinese cities.

Findings

Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand.

Research limitations/implications

The use of cross-sectional survey data with young Chinese consumers in first-tier cities may limit the generalizability of the findings as well as precluding the making of causal inferences.

Practical implications

Global luxury marketers who plan to enter the China market can utilize marketing strategies to create prestigious value and appeal to consumers who seek for social approval and status.

Originality/value

Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration.

Details

Journal of Consumer Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 September 2005

Hyunjoo Oh

To develop and validate a new scale for affective reactions to print apparel advertisements.

2995

Abstract

Purpose

To develop and validate a new scale for affective reactions to print apparel advertisements.

Design/methodology/approach

Following the guidelines suggested by Churchill, the scale for measuring affective reactions to print advertisements was developed. A questionnaire was then administered to assess validity and reliability of measures. A confirmatory factor analysis was conducted by using the LISREL.

Findings

The confirmatory factor model supported that unipolar categories of warm, negative, upbeat, sensual, and bored feelings effectively represent affective reactions to apparel advertisements. Evidence was established for reliability and validity.

Research limitations/implications

The major limitation of this study was the reliance on student subjects for scale development and testing. It limits the generalizability of the results to other populations. Further research is recommended to test the scale by using different samples and stimuli.

Practical implications

The identification of the five categories of affective reactions to apparel advertisements allows marketers to target the specific types of affective reactions that lead to favorable attitudes toward advertisements, which, in turn, lead to favorable attitudes toward brands and purchase behaviors.

Originality/value

This paper fulfils needs for the scales that measure emotional aspects of clothing behaviors. Scholars could use the scale developed in this study to investigate how the specific categories of affective reactions influence subsequent information processing and attitude formation for advertised products or brands.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 9 November 2012

Philippe Aurier and Gilles Séré de Lanauze

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently…

6112

Abstract

Purpose

This paper aims to contribute to the empirical validation of the relationship model as it applies to the case of major national brands positioned in the frequently purchased packaged goods markets, and propose the perceived brand relationship orientation concept as an additional antecedent of trust, affective commitment and attitudinal loyalty. Yet, for a relationship to exist, the parties need to be mutually considered as potential relational partners. This paper seeks to introduce the concept of perceived brand relationship orientation, which is considered, along with perceived quality, as a significant direct antecedent of relationship quality (trust and affective commitment) and, indirectly, attitudinal loyalty.

Design/methodology/approach

The empirical application involves major national brands positioned in frequently purchased packaged goods food categories (ice cream and frozen meals). The conceptualization and measurement of the perceived brand relationship orientation bears on a qualitative analysis of marketing experts and consumers. Refinement and validation of measures are applied to a convenience sample of 153 students and finally to a sample of 404 consumers, using exploratory and confirmatory factor analyses. Structural equation modeling is used to test the model and hypotheses.

Findings

First, the authors validate the relationship marketing model in the case of strong national brands positioned in the frequently purchased packaged goods sector. The authors show that perceived quality impacts relationship quality (trust and affective commitment), which in turn influences attitudinal loyalty. Second, in addition to the effects of perceived quality, the authors show that perceived brand relationship orientation has direct positive impacts on trust and affective commitment and, in turn, has an indirect impact on attitudinal loyalty. However, this effect is limited to the case where consumers have a high (versus low) level of attitude toward the brand.

Research limitations/implications

The application is limited to only two product categories and to strong national brands that enjoy high levels of perceived quality and attitude. Also, the model could be connected to behavioral loyalty metrics, in addition to attitudinal loyalty. The moderating impacts of relational disposition toward the brand should also be tested in future research.

Practical implications

To develop consumers' attitudinal loyalty, brands must invest in programs converting efficiently perceived quality into trust and affective commitment as bases for differentiation and competitive advantage. Implications for brands' communication and distribution policies come along together with the necessity of enhancing the contacts and dialogue between the brand and the consumers. This confirms the potential outputs of brands' CRM strategies in the case of frequently purchased packaged good categories.

Originality/value

The conceptualization of BPRO in the case of frequently purchased packaged good categories is a new step in the consumer‐brand relationship understanding.

Details

European Journal of Marketing, vol. 46 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 12 April 2022

Syed Sardar Muhammad, Bidit Lal Dey, Sharifah Faridah Syed Alwi, Muhammad Mustafa Kamal and Yousra Asaad

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints…

Abstract

Purpose

Despite consumers' widespread use of social media platforms, there is scant research on the underlying factors that influence their willingness to share digital footprints on social media. The purpose of this study is to address this research gap by examining consumers' cognitive and affective attitudes simultaneously.

Design/methodology/approach

This research used quantitative method by using online survey administered to a sample of 733 social media users.

Findings

The findings indicate both cognitive and affective attitudes jointly influence consumers' behavioural intentions with trust as a key construct mediating the relationship between attitudinal antecedents and consumers' willingness to share digital footprints on social media.

Research limitations/implications

This study contributes to the information systems (IS) literature by offering a comprehensive framework constituting the joint attitudinal components as antecedents to consumers' behavioural intention for sharing digital footprints while trust works as a mediator.

Practical implications

This paper has important managerial implications. It helps marketers and IS managers in profiling consumers, understanding consumption patterns, sharing of digital footprints, which are useful for effective market segmentation, product development and future design of social media platforms. It informs social media providers of the importance of not only focussing on functional aspects but also underscores the essence of paying attention to consumers' affect towards social media platforms, especially trust.

Originality/value

The paper presents an original framework that explains the influence of joint attitudinal components on behavioural intention, with trust as a mediator.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Book part
Publication date: 12 November 2015

Suosheng Wang and Yao-Yi Fu

The theory of planned behavior (TPB) and place image have both been the foci of studies in understanding one’s intentional visit behavior in leisure research. Few studies…

Abstract

The theory of planned behavior (TPB) and place image have both been the foci of studies in understanding one’s intentional visit behavior in leisure research. Few studies, however, have ever attempted to differentiate the roles of attitude and image in predicting visitors’ intentional behaviors. This study is designed to fulfill this gap by examining the two concepts together in the context of responsible casino gaming. Based on the TPB and the concept of place image, a predicting model of visitor’s intentional behavior was posited and tested, based on a survey dataset collected in an American Midwest city. This study concluded that visitor’s attitude and perception of place image both play significant and distinctive roles in predicting visitor’s intentional behavior, and such perceptual discrepancies between attitude and image should be reflected and highlighted in leisure and marketing. Implications of this study in terms of leisure marketing are discussed.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78560-271-9

Keywords

Article
Publication date: 21 August 2020

Zhao Pan, Yaobin Lu, Sumeet Gupta and Qian Hu

The intense competitive and dynamic environment in mobile social-media market forces service providers to introduce incremental technological changes to achieve…

Abstract

Purpose

The intense competitive and dynamic environment in mobile social-media market forces service providers to introduce incremental technological changes to achieve sustainable competitive advantage. The purpose of this paper is to investigate what and how the user attitude to change influences members' behavioral support for incremental technological change in mobile social media service.

Design/methodology/approach

Using the tripartite model of attitude, this study examines the influence of the cognitive aspect (empowerment with change), affective aspect (arousal with change) and behavioral aspect (habit to change) of attitude toward change on members' behavioral support for incremental technological change. Drawing on the commitment to change theory, we assessed the underlying mechanism by which attitudes toward change influences behavioral support for incremental technological change through the two components of commitment to change (i.e. affective and normative commitment to change). We tested the model using structural equation modeling on the data collected from the popular mobile social media services in China.

Findings

Our results indicate that the effect of empowerment with change, arousal with change and habit to change varies with different dimensions of commitment to change and significant influence of commitment to change on members' behavioral support for incremental technological change.

Practical implications

The findings of this study contribute to better insights for services providers for implementing incremental technological change strategies.

Originality/value

This study contributes to the theory of incremental technological changes by empirical examination of the impacts of users' attitudes toward change on members' behavioral support for incremental technological change in mobile social media. The paper extends the commitment to change theory with the discussion of the mediating effect of commitment to change in the continuing members' behavioral support for incremental technological change in mobile social media.

Open Access
Article
Publication date: 24 May 2022

Priyam Ghosh, Mothilal Lakavath, Karthikeyan Somaskandan and Satyanarayana Parayitam

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude

Abstract

Purpose

This paper aims to investigate the relationship between general attitude toward advertising and consumers' purchase intention. The relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, affective response and general attitude toward ad was examined. Furthermore, reliability as a moderator in the relationship between cognitive attitude, intrusiveness attitude, evaluative judgments, and affective response and the general attitude toward ad were studied.

Design/methodology/approach

Data from women consumers who subscribe to fashion magazines in India were collected and analyzed using a structured survey instrument. Women were selected because the products were related to women, including facial and body-care products, women sportswear, shampoos, lipstick, handbags, etc. Unit of analysis in this research is “observations,” and in all, 400 data points were analyzed, and to test hypothesized relationships, hierarchical regression and logistic regression were employed.

Findings

A conceptual model is developed and tested where (1) cognitive attitude toward ad, intrusiveness, evaluative judgments and affective responses are related to general attitude toward ad, and (2) general attitude toward ad is related to purchase intention. The hierarchical regression results show that (1) reliability moderates the relationship between cognitive attitude, intrusiveness, affective responses and general attitude toward ad. The logistic regression results support the positive relationship between general attitude toward ad and purchase intention.

Research limitations/implications

Since the present research is based on self-report measures, the limitations of social desirability bias and common method bias are inherent. Second, this research focuses only on women consumers and products purchased by women. The research has implications for literature on advertising, especially women-related products.

Practical implications

This study contributes to practicing managers who are interested in promoting the women-related products. This study highlights the importance of general attitude toward ad as a precursor for consumers purchase intention. The study provides justification for enormous amounts of money invested in fashion advertising because of their effects on consumer behavior.

Originality/value

This study provides new insights about the effects reliability on general attitude toward ad and consumers' purchase intention. The conceptual model developed in this study adds novelty by considering reliability as a moderator, in addition to the direct relationships which have been studied by earlier researchers.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

Article
Publication date: 16 June 2022

Navin Kumar, Rajeev Kumar Panda and Kishalay Adhikari

This study identifies antecedents and consequences of destination brand engagement (DBE) that have redefined the tourists' behavior during the COVID-19 outbreak…

Abstract

Purpose

This study identifies antecedents and consequences of destination brand engagement (DBE) that have redefined the tourists' behavior during the COVID-19 outbreak. Specifically, it assesses the impact of social media interaction and destination authenticity on DBE and DBE's effect on tourists' willingness to pay (WTP). Further, it examines the mediating role of affective attitude and the moderating role of perceived risk between the associations of DBE and WTP.

Design/methodology/approach

Survey data were collected from 436 respondents through a structured questionnaire from selected tourism destinations in India. Structural equation modeling (CB-SEM) is employed to empirically examine the formulated hypotheses. Besides, hierarchical second-order confirmatory factor analysis is also deployed to analyze certain constructs as higher-order factors.

Findings

Social media interaction and destination authenticity elevate DBE, and DBE enhances affective attitude and WTP. Affective attitude mediates the relationship between DBE and WTP. Hence, the association between tourists' engagement and spending behavior becomes crucial under elevated affective attitude conditions. Finally, perceived risk during the pandemic dampens the association between DBE and WTP.

Practical implications

The findings may provide newer insights to the tourism companies, marketers and policymakers to create targeted strategies to minimize the risk perception and improve engagement levels of the tourists, which can yield economic returns in the long run.

Originality/value

Based on the cues from protection motivation theory (PMT), this study develops a DBE framework and identifies the factors affecting its sustenance in the pandemic hit tourism sector. Further, suggesting implications to ensure safety measures in the tourism industry that may assist in establishing economic resilience.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

1 – 10 of over 21000