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Article
Publication date: 7 July 2020

Chaudhry Muhammad Nadeem Faisal, Daniel Fernandez-Lanvin, Javier De Andrés and Martin Gonzalez-Rodriguez

This study examines the effect of design quality (i.e. appearance, navigation, information and interactivity) on cognitive and affective involvement leading to continued…

Abstract

Purpose

This study examines the effect of design quality (i.e. appearance, navigation, information and interactivity) on cognitive and affective involvement leading to continued intention to use the online learning application.

Design/methodology/approach

We assume that design quality potentially contributes to enhance the individual's involvement and excitement. An experimental prototype is developed for collecting data used to verify and validate the proposed research model and hypotheses. A partial-least-squares approach is used to analyze the data collected from the participants (n = 662).

Findings

Communication, aesthetic and information quality revealed to be strong determinants of both cognitive and affective involvement. However, font quality and user control positively influence cognitive involvement, while navigation quality and responsiveness were observed as significant indicators of affective involvement. Lastly, cognitive and affective involvement equally contribute to determining the continued intention to use.

Research limitations/implications

This study will draw the attention of designers and practitioners towards the perception of users for providing appropriate and engaging learning resources.

Originality/value

Prevalent research in the online context is focused primarily on cognitive and utilization behavior. However, these works overlook the implication of design quality on cognitive and affective involvement.

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Article
Publication date: 12 June 2017

Mayank Jyotsna Soni

This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that…

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1142

Abstract

Purpose

This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program.

Design/methodology/approach

Two studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests.

Findings

The influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high.

Practical implications

Results indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions.

Originality/value

When the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.

Details

Journal of Consumer Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 2 April 2020

Hyun-Woo Lee, Heetae Cho, Emily Lasko, Jun Woo Kim and Woong Kwon

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective

Abstract

Purpose

In highlighting brain wave responses of emotional processing, the purpose of this study is to investigate (1) the effect of sport participation involvement on affective reaction in viewing photos; and (2) the association between affective reaction and behavioral intentions.

Design/methodology/approach

Using lateralized event-related potentials, the authors examined how brain wave reactions are different based on different sport involvement between two groups where one group had varsity sport experience while the other expressed that they were not fans of the sport.

Findings

Results indicated a significant difference in lateralization between groups. Brain responses were greater in the high involvement group and positively correlated with the intention to attend future games.

Originality/value

The findings in this study elucidate the linkage between one's history of sport involvement and affective brain wave responses. Implications from neurophysiological evidence provide means to further dissect the multifaceted construct of involvement in the field of sport marketing.

Details

International Journal of Sports Marketing and Sponsorship, vol. 21 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 11 June 2018

Veeva Mathew and Sam Thomas

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The…

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2468

Abstract

Purpose

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

Design/methodology/approach

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

Findings

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

Practical implications

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

Originality/value

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 20 January 2012

Geoffrey P. Lantos and Lincoln G. Craton

The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus…

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12647

Abstract

Purpose

The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam).

Design/methodology/approach

The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.

Findings

Aam can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.

Practical implications

The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.

Originality/value

The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

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Article
Publication date: 15 January 2020

Jian Mou, Wenlong Zhu and Morad Benyoucef

The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a…

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1608

Abstract

Purpose

The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective.

Design/methodology/approach

This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China.

Findings

A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention.

Practical implications

This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits.

Originality/value

This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.

Details

Industrial Management & Data Systems, vol. 120 no. 3
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 1 July 2008

Fiona Davies and Georgios Tsiantas

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper…

Abstract

Selecting the most effective leveraging methods is crucial for national Olympic sponsors, who have limited time to achieve their sponsorship objectives. This paper presents the Optimal Leveraging Activity (OLA) model, which suggests that leveraging activities for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate the differences.

Details

International Journal of Sports Marketing and Sponsorship, vol. 9 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

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Article
Publication date: 12 July 2013

Luke L. Mao and James J. Zhang

Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall…

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2206

Abstract

Purpose

Sponsorship has undeniably become one of the fastest growing global marketing practices. Business corporations seek sponsorship opportunities to actualize their overall organizational objectives, marketing goals, and promotional strategies, particularly to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event.

Design/methodology/approach

Participants (N=556) were university students in China who had watched at least some coverage of Beijing Olympic Games. Two duplicate versions of a questionnaire were formulated and respondents were randomly selected to evaluate perceived branding effects of Beijing Olympic Games to be sponsored by two brands – Li‐Ning and Nongfu Spring.

Findings

An analysis of the structural model, relating brand loyalty, perceived quality, and brand association/awareness to respondent's involvement, emotional responses, and attitude toward the event, revealed that the proposed model fit the data well (CFI=0.96, TLI=0.98, RMSEA=0.048, WRMR=0.93). The findings revealed that branding effects were positively associated with consumer's attitude toward the sponsored event, which was partially determined by consumer's involvement and emotions.

Originality/value

This study examined the relationships among respondent's affective and cognitive involvement, negative and positive emotional responses, and attitude toward the Beijing Olympic Games on the perceived branding effects of event sponsorship.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 3
Type: Research Article
ISSN: 2042-678X

Keywords

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article
Publication date: 1 March 2005

Abraham Carmeli and David Gefen

This study is an attempt to contribute to an emerging stream of research, which attempts to explore how work commitment forms affect one another and how together they…

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8964

Abstract

Purpose

This study is an attempt to contribute to an emerging stream of research, which attempts to explore how work commitment forms affect one another and how together they serve to influence work behaviour and outcomes.Design/methodology/approach – Drawing on five universal forms of work commitment, we tested the relationships between two work commitment models and two forms of employee withdrawal intentions: from their organisation and from their occupation. To this end, we investigated professional employees (social workers) employed in the Israeli healthcare system through a structured questionnaire.Findings – Path analysis results cast doubt on the applicability of both models in their original form, across scenarios. At the same time, with some modifications, both models show a good potential for explaining variance in employee withdrawal intentions from both their organisation and their occupation.Originality/value – This research contributes to work commitment literature by providing empirical findings and theoretical interpretations regarding the role of a particular professional setting in explaining the interrelationships among models of work commitment, and how some constellations of different work commitment foci explain multiple withdrawal intentions.

Details

Journal of Managerial Psychology, vol. 20 no. 2
Type: Research Article
ISSN: 0268-3946

Keywords

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