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Applying social commitments theory, this paper aims to study the effect of shared responsibility as a structural characteristic of project teams to foster tacit knowledge sharing with the mediating role of affective bonding. Besides, the moderating effect of normative conformity is also examined.

The quantitative method was applied through surveying senior auditors representing 263 audit teams in Vietnam to examine the model.

This study found that in the joint projects, when team members perceive high shared responsibility for both success and failure, the affective bonding among them are generated. The affective bonding becomes salient to tacit knowledge sharing only when the team members perceive high obligations to conform the general knowledge sharing norms and the serial reciprocity norms.

This study provides the evidence for partial confirmation and expansion of the social commitments theory. The practical takeaways are provided for managers of project-based organizations in the social aspects for facilitating sharing culture.

Increasingly, higher education institutions are being held to account for the performance of their students internally in terms of academic performance and timely program completion, as well as externally through job placement. This challenge is compounded by a range of additional factors including fluctuating, international economic conditions, an increasingly globalised, competitive environment, widespread provision of online qualifications, and high student drop-out rates. There is a pressing need therefore to understand the factors which contribute to positive perceptions of institutional services and the way in which these drive student retention, especially within the first year experience. This research aims to explore the role of affective commitment in students' perceived satisfaction within the student-university relationship and the effect of this on retention in an Australian tertiary context.

A qualitative approach was adopted using four focus groups and eight in-depth interviews with first year undergraduate students enrolled at a large metropolitan Australian university. In addition, an online expert forum was used to obtain qualitative verbatim from 22 internationally-based faculty educators.

The results of this study suggest that the development of deeply entrenched emotional bonds with students is important in facilitating high levels of satisfaction during the first year experience. In addition, a sense of belonging was perceived by faculty as being the primary mechanism for ensuring the retention of students beyond the first year of enrolment.

From a managerial perspective, uncovering the nature of student-institution relationships and the importance of affective forms of commitment will enable higher education institutions to develop more targeted relationship marketing programs to increase student retention.

In a unique contribution, this research examines this issue from the perspective of first year students, as well as from an international faculty perspective, enabling a multi-dimensional comparison to be drawn between the perceptions of the student, and the service provider.

The purpose of this paper is to evaluate the role of the commitment between small and medium enterprises (SMEs) and their banks in Nigeria from the perspective of the senior SME employees. The antecedents to, and outcomes from, commitment that underpin these crucial business-to-business (B2B) relationships are quantified as part of a proposed relationship model.

In total, 850 SMEs located across three Nigerian regions were targeted leading to the achievement of 491 complete surveys. The data collected comprised various validated items from which scales were developed. Data collection was supported by means of face-to-face interviews with senior SME representatives. Confirmatory factor analysis and structural equations modelling (SEM) were employed to validate the research model and quantify the associated relationships.

Two dimensions of commitment are relevant here, namely, the affective and calculative components. The key respective antecedents to these commitment dimensions are trust and social bonding for affective commitment and costs related to benefit loss for calculative commitment. Affective commitment has the greater marginal effect on SMEs’ behavioural intentions towards their banks.

The research could be expanding further in future studies through consideration of the banks’ perspectives alongside those of the SMEs as consumers.

This lies in the assessment of the relationships’ strengths and characteristics from the perspectives of SMEs as clients, a sector under-represented in relationship marketing research and in a location where B2B relationships have perhaps not been fully supported by their banking sector.

Enhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus–organism–response model and theories from relationship marketing, the authors develop and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement.

Using 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model and the structural model.

The results empirically demonstrate that social and structural bonds positively affect consumer engagement directly and indirectly via affective commitment, while financial bonds have only an indirect effect via affective commitment on consumer engagement.

The findings provide useful insights for e-commerce operators, who should invest in establishing relational bonds and stimulating affective commitment to improve consumer engagement.

This study adds to e-commerce research by being one of the first empirical studies on e-commerce live streaming, extends the marketing literature by integrating different relational bonds as antecedents of consumer engagement from the relational perspective, and enriches the affective commitment literature by distinguishing commitment to the online marketplace from commitment to the broadcaster.

The purpose of this study is to identity cognitive and affective determinants of customer loyalty towards e-mail services, including interrelationships, and to understand the process by which the cognitive and affective antecedents influence customer loyalty.

An online survey was conducted to gather data from Gmail users. Data were analyzed using structural equation modeling.

Results indicate electronic service quality and e-trust (cognitive) impact customer loyalty through affective variables like emotions, satisfaction, e-trust (affective) and affective commitment. Results also indicate that e-mail service providers who intend to build long term relationships with their customers will benefit by investing in emotional factors along with cognitive factors.

A predominantly male audience responded to the research query based on one e-mail service setting. Based on the responses, it was determined that e-mail service providers can benefit by building emotional bonds with customers. Enhancing consumption emotions leads to development of emotional bonds and customer loyalty.

Much of the extant literature has examined the role played by cognitive antecedent variables in determining e-loyalty. Studies that researched the role of affective variables are scant. This paper is unique in that it examines both cognitive and affective variables in determining e-loyalty. This study differs from other studies in that it uses antecedents such as emotions, affective commitment, and e-trust (affective) to determine customer loyalty toward e-mail services. Interrelationships among the antecedents were also explored.

The objective of this study was to empirically test a model of relationships among service quality, satisfaction and selected behavioural outcomes. Particular attention was paid to delineating the cognitive aspects of the service provider‐consumer relationship from the affective, emotive factors. Using doctor‐patient relationships in Turkey as the study setting, results of a LISREL analysis suggest that the affective aspects of satisfaction have more impact than cognitive factors on patients’ propensity to continue the relationship. The most critical managerial implication of the study findings is that doctors need to place more emphasis on the functional (how it is done) aspects of care giving than the technical (what is done) ones.

This study examines the relationship between food experience, emotion, place attachment, and tourists' revisit behavioral intention. A survey questionnaire is conducted on-site in Lukang and distributed to 408 tourists. The dimensions of food experience are established through factor analysis, and a hypothesized model of the relationships between the constructs is tested using structural equation modeling (SEM). The results indicate that tourists' food experiences included local flavor, media recommendation, local learning, life transfer, and interpersonal sharing. In addition, food experience has a significant impact on emotion and place attachment, and emotion has a substantial effect on place attachment. Finally, place attachment significantly impacts tourists' revisit behavioral intention. The study makes a significant theoretical contribution by identifying food experience, emotion, and place attachment as the salient predictors of heritage tourists' revisit intention. Furthermore, the study suggests that food experiences enhance effective bonding at tourism destinations.

The purpose of this study is to test such effects on brands’ relationships and the perceived value of advertising. Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs.

Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity and users’ relationships with the SNS (Facebook, FB) on brands’ relationships and advertising value by using a Web-based survey. The total number of responses included in the analysis is 305. The data were analyzed using structural equation modeling and LISREL 8.8.

The findings show that the overall user experience on FB is based on three key areas: socializing with friends, the relationship with the social network itself and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed FB advertising.

The study discusses various significant implications for online platforms, brands and the success of online advertising within SNSs.

The study provides managers with discussion on what they need to consider in relation to managing their brand relationship within SNSs and the importance of considering the role FB plays in such relationships.

This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself and their relationships with the advertised brand and examines how these three combined relationships impact the perceived value of the ads by users of FB.

This study aims to elucidate how different relationship investment efforts by a service firm affect its customers’ perceived relationship investment; to determine how perceived relationship investment influences various dimensions of relationship strength; and to explore the moderating effects of customer innovativeness and complaint propensity on the relationship between the perceived relationship investment and relationship strength.

To minimize common method variance, data were collected from pairs of life insurance agents in China and their clients using self-report questionnaires. Hypotheses were tested using structural equation modeling.

The results indicate that customers value financial effort most followed by social effort and structural effort. Perceived relationship investment influences the affective strength most strongly, followed by cognitive strength and conative strength. Customer innovativeness and complaint propensity both moderate the effectiveness of perceived relationship investment in influencing two of the three dimensions of relationship strength.

This study is among the first to specify how service employees can guide consumer perceptions of relationship investment by applying three types of relationship investment effort. The impact of perceived relationship investment on different dimensions of relationship strength was assessed to demonstrate how service providers can benefit from investing in building consumer relationships. The moderating impact of consumer innovativeness and of complaint propensity was quantified. The research findings have important implications for managing different relationship investment as well as recruiting and training service employees.

This study aims to understand the multifaceted fashion‐brand experience. By identifying the constructs and conceptualizing the building process of fashion‐brand experience, this study also aims to demonstrate the cognitive, affective, and behavioral brand experience dimensions in accordance with the customer‐based brand equity hierarchy. In addition, by comparing two rivaling fashion brands, this study seeks to empirically depict the exclusivity of the Korean apparel market.

Based on three studies conducted in South Korea, the fashion‐brand experience scale was validated. Confirmatory factor analysis and structural equation modeling revealed that the scale consisted of brand awareness, brand performance, brand imagery, customer judgments, customer feelings, and customer‐brand resonance according to cognitive, affective and, behavioral brand experience dimensions. Additionally, the brand effect was controlled by comparing the composition of the two brands.

Fashion‐brand experience highlights the robust affective dimension that is created via the relational extension of brand imagery, customer feelings, and customer‐brand resonance. In addition, as a condition necessary for affective experience, the cognitive brand judgment is created by a credible opinion related to brand performance. On a comparison of the disparity of hypothetical relationships between brands, it may be inferred that Polo proffers both cognitive judgments and affective feelings prior to the resonance experience, while Giordano augments the affective experience by engaging exclusive customer feelings.

Structural relationships among six dimensions of brand experience may vary when different product categories and brands are compared. To improve the generalization of empirical findings, varied consumer samples should be employed, and other control effects, such as personal and cultural factors, should be considered.

To provide insight into the transition of a fashion‐brand experience toward the global consumer experience archetype, this study underscores the unique nature and dimensional structure of fashion‐brand experience by theorizing a customer‐based brand equity approach.