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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.

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.

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.

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.

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.

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

The competition among banks in Taiwan is fierce. The financial services offered by banks are highly similar and banks attempt to devise a variety of marketing campaigns to gain brand preferences of bank clients. However, little research regarding bank marketing has applied the segmentation strategy to precisely target bank clients. The purpose of this paper is to explore the moderating roles of cognitive load and brand story style in the impact of bank clients’ affective orientation on brand preference of bank clients.

A total of 216 participants who have bank accounts in Taiwan were randomly assigned to a 2 (brand story style: underdog vs top dog) × 2 (cognitive load: low vs high) factorial design. An ANOVA was conducted to examine the interaction effects of affective orientation, cognitive load and brand story style on the brand preference of bank clients. Affective orientation of participants was measured by Affective Orientation Scale.

Results demonstrate that for bank clients with low and high affective orientation, advertisements characterized by cognitive load (low vs high) and brand story style (underdog vs top dog) will elicit differential brand preferences of bank clients.

This is the first research to examine the moderating effects of bank clients’ affective orientation, cognitive load and brand story style on brand preferences of bank clients. Specifically, this research takes up the call to apply bank clients’ personality traits to examine the impact of bank marketing on brand preferences of banks.

Building on the attitude–behavior relationship model, this study aims to contribute to customer orientation literature by suggesting that service employees’ commitment (i.e. personal attitude) affects their customer orientation via the effect of their participation in knowledge sharing with colleagues (i.e. employees’ behavior).

The empirical analysis has been developed around survey data, collected from 165 service workers of Italian museums. The hypotheses are tested through the SPSS PROCESS macro plugin.

Drawing on the importance of human capital to tourism organizations, this study illustrates that affective commitment has a positive and significant influence on employees’ customer orientation, and that this relationship is fully mediated by knowledge-sharing behaviors.

As attitudes are more stable than behaviors, the findings suggest that managers of tourism organizations implement appropriate selection and recruitment techniques, together with adequate involvement and empowerment activities, to identify and support individuals whose attitudes fit the organizational goals.

Acknowledging the contribution that workers can give to service organizations’ success, this paper enriches the understanding of the mechanisms that underlie the relationship between employees’ attitudes and their orientation toward the customer. Building on the cognitive dissonance theory, it adds to extant research on the individual antecedents of employees’ customer orientation by shedding light on the attitude–behavior relationship in tourism organizations.

The purpose of this paper is to investigate whether and under what condition does affective orientation (AO) drive salesperson performance (SP) and whether there is a tradeoff between affective orientation and the need for cognition (NFC). Using career stage theory, this research proposes that emotion is important and that the relationship between AO and SP is conditional and mediated.

The hypothesized model is tested using survey data that were collected from 611 attendees at a Midwest regional sales meeting of a national direct selling organization. The model was estimated using 5,000 bootstrapped samples drawn to assess the conditional and indirect effects.

The findings reveal that AO increases SP when mediated through motivation to work (MW), but only during the salesperson’s initial stage of their career – their first year. In subsequent career stages, AO’s impact on SP diminishes, while NFC’s impact on SP remains significant regardless of career stage.

The data were collected from a single selling organization.

This study increases the understanding of the relationship between salesperson emotion (AO) and SP. This informs sales managers that new salespeople interpret information both emotionally and cognitively, which impacts the management of early career salespeople.

Sales research rarely investigates the role of emotion. This research finds that emotion can be an asset to new salespeople. However, the need for emotion (AO) decreases with experience and no longer has a significant impact on performance after the initial stage.

Service recovery is very important to the insurance industry; it helps to maintain clients, it is a crucial competitive advantage for business survival and it adds value for the organization’s continued future. The purpose of this paper is to investigate the factors influencing service recovery performance (SRP) of customer service employees in the life insurance industry from three dimensions; organizational (customer service orientation and top management commitment), human resource management (rewards, training, teamwork and empowerment) and personal (affective organizational commitment, role ambiguity, role conflict and emotional exhaustion). This study also investigated job satisfaction and the intent to resign.

Data were gathered through self-administered questionnaires from 350 customer service staff employed by life insurance companies in the Northern region of Peninsular Malaysia by using a convenience sampling technique. Data were analyzed using multiple regressions.

The findings indicated that customer service orientation, training, empowerment, affective organizational commitment, role stressors and emotional exhaustion influenced staff’s SRP. The findings also showed that SRP influenced job satisfaction and intention to resign.

The research advances understanding of the influence of organizational, personal and human resource management factors on SRP and result constructs, namely, turnover intentions and job satisfaction. The researchers in Malaysia can use this model for future research in a service sector fields such as banking, retailing and hospitality to replicate and compare this finding. For practitioners especially the managers in insurance services providers can take actions and formulate proper strategies for customer service employees to deliver high level of performance in order to satisfied customer and continue stay in the organizations.

Very little attention has been given to examine the impact of human resource, personal and organizational factors on SRP and the influence of SRP on result constructs, namely, job satisfaction and intention to resign in the life insurances area. Furthermore applying equity theory especially in the SRP area was not given fully attention.

In a competitive environment, eHealth small and medium-sized enterprises’ (SMEs’) barriers to survival differ from those of large enterprises. Empirical research on barriers to eHealth SMEs in less prosperous areas has been largely neglected. This study fills this gap by employing an integrated approach to analyze barriers to the development of eHealth SMEs. The purpose of this paper is to address this issue.

The authors collected data through semi-structured interviews and conducted thematic analysis to identify 16 barriers, which were used as inputs into total interpretive structural modeling (TISM) to build interrelationships among them and identify key barriers. Cross-impact matrix multiplication applied to classification (MICMAC) was then applied validate the TISM model and classify the 16 barriers into four categories.

This study makes significant contributions to theory by identifying new barriers and their interrelationships, distinguishing key barriers and classifying the barriers into four categories. The authors identify that transcultural problems are the key barrier and deserve particular attention. eHealth SMEs originating from regions with cultural value orientations, such as hierarchy and embeddedness, that differ from the UK’s affective autonomy orientation should strengthen their transcultural awareness when seeking to expand into UK markets.

By employing an integrated approach to analyze barriers that impede the development of eHealth SMEs in a less prosperous area of the UK, this study raises entrepreneurs’ awareness of running businesses in places with different cultural value orientations.

The purpose of this study is to examine the changing political orientation of Air Tiris, Kampar, Riau community towards Islamic political parties in general elections; to analyze the factors that influenced the political orientation of Air Tiris community in general elections; and to realize the political rights of the society including Air Tiris community.

The subject in this study is the political orientation of the Air Tiris community in the 1999, 2004, 2009 and 2014 general elections with a period of research from 2009 to 2016. This qualitative research method consists of sources, data collection, informants, data collection techniques, data analysis and processing and writing systematics.

The results of the research indicate that there are three dominant factors affecting the change in the political orientation of the Air Tiris community towards Islamic political parties characterized by the deterioration of vote acquisition for Islamic political parties in Air Tiris village in 1999, 2004, 2009 and 2014 general elections. The weakening of the link between religious identity and voting behaviour, as well as the weakening of political movement. The identification or loyalty of the santri community towards Islamic parties has faded.

The originality of this research lies in the analysis of the political orientation of Air Tiris, Kampar, Riau community, in general, elections towards Islamic political parties. Traditionally, this community has more political orientation on religious/Islamic political parties but such orientation experiences developments and changes that lead to non-Islamic parties. This research contains new information about the analysis of the political orientation of Air Tiris, Kampar, Riau community in the general election of Islamic political parties.

The purpose of this paper is to reflect on the potentiality of dissonance, especially as it engaged with feminist theory to raise familiar yet pertinent questions about undertaking research in contexts riven with political and epistemic violence. Drawing on the ethnographic fieldwork in the Kashmir valley, the author tracks the work dissonance does in shaping the research questions we ask, the methodological choices we make and its insistence on embodying a critical politics of location. The author then goes on to trace how dissonance variously emerged in the field and its theoretical implications in explaining the complex processes of military occupation in the Kashmir valley and how it takes hold in everyday life. That is, everyday sense of dissonance as explicated by interviewees brings to light the functions of military occupation but more importantly, it remains imbued with possibilities that contest, challenge and refuse to normalise militarised forms of state-led oppression. Overall, this paper makes the case for remaining with dissonance as a disruptive feminist possibility with epistemic and political potential.

This paper is based on ethnographically informed fieldwork located in feminist approaches to doing qualitative research.

The author argues for engaging with experiences of dissonance during research process as productive affects that can yield politically and epistemically useful forms of analysis that contest dominant forms of thinking and knowing.

This paper builds on existing feminist thinking on dissonance to contribute to peace research and the urgent need to centre locational politics and power inequalities as we contest dominant knowledge.

The purpose of this paper is to analyse the role of perceived value on post-acceptance behaviour for users of advanced mobile messaging services (AMMS). The paper also compares differences in the influence of perceived value on satisfaction and of satisfaction on loyalty to AMMS in Spain and Greece, to test the moderating effect of culture.

Partial least squares path modelling is used to test the model. Perceived value is modelled as a multidimensional reflective construct with four dimensions. Culture is studied at a national level. Differences between countries are tested using the multigroup analysis approach proposed by Henseler et al. (2009).

Perceived value contributes significantly to satisfaction. Satisfaction also has a significant effect on loyalty. Regarding the moderating effect of culture, the influence of perceived value on satisfaction is higher in Greece than in Spain. The authors report similar findings for the effect of satisfaction on loyalty, demonstrating the relevant moderating role of cultures with different degrees of masculinity, uncertainty avoidance and collectivism.

This cross-cultural comparison enables mobile phone companies to understand how to provide the greatest value with AMMS in each country in order to increase user satisfaction and loyalty to the service.

This is one of the first studies that develops cross-cultural research to analyse the post-acceptance of mobile services. It analyses the effect of perceived value and satisfaction, making an original comparison of two countries generally considered too similar to be compared.

The purpose of this paper is to study the effect of using foreign languages on cooperative behavior in a prisoner’s dilemma setting. The cultural accommodation hypothesis suggests that people are less cooperative in English, associated with the Anglophone cultural cluster, than in French, which is – as is Belgium – associated with the more cooperative Latin European cultural cluster.

Choices are framed as pricing strategies in the context of duopolistic competition. In total, 422 Flemish-Belgium participants with English and French as foreign and Dutch as their native language played in one of three language treatments.

While the authors observe differences between the native and both foreign languages, which are moderated by gender, the authors do not find any difference in effects between the two foreign languages that are associated with different cultures. Extending cultural accommodation arguments, the data suggests an effect specific to the use of the two selected foreign languages.

The authors contribute to this literature by reporting an experimental test of cultural accommodation and alienation effects related to two foreign languages. The authors explore novel arguments, related to cognitive psychology and gender effects.