Search results

This study explores the relationship between brand image and brand equity in the context of sports sponsorship. Keller's (1993, 2003) customer-based brand equity models are the conceptual inspiration for the research, with Faircloth, Capella, and Alford's (2001) conceptual model – adapted from the work of Aaker (1991) and Keller (1993) – the primary conceptual model. The study focuses on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. The sporting context for the study was the 2003 Rugby World Cup held in Australia. Data were collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas' brand image and adidas' brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view that Keller (1993, 2003) proposes that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al. (2001) that brand image directly impacts brand equity.

This study aims to explore spectators' awareness of and attitudes toward sponsoring firms as well as to propose a model predicting their purchase and word-of-mouth (WOM) intentions toward the sponsors of a major sporting event during a pandemic crisis.

A quantitative method was used to collect the data, with 1,259 questionnaires being effectively collected and analyzed using SPSS and AMOS. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), path analysis and structural equation modeling (SEM) were used to analyze the data.

Factors such as sports involvement, sincerity, social media use, beliefs about sponsorship, sponsor's image, Covid-19 beliefs and emotions, awareness of and attitude toward sponsors were found to significantly predict spectators' purchase and WOM intentions.

The results support the structural equation model, providing a multidisciplinary conceptual framework that highlights the significance of comprehending the role of significant factors in sponsorship efficiency during the Covid-19 crisis. The proposed framework adds to the knowledge corpus of this field.

Human genomic research (HGR) demands very large pools of data to generate meaningful inference. Yet, the sharing of one’s genetic data for research is a voluntary act. The collection of data sufficient to fuel rapid advancement is contingent on individuals’ willingness to share. Privacy risks associated with sharing this unique and intensely personal data are significant. Genetic data are an unambiguous identifier. Public linkage of donor to their genetic data could reveal predisposition to diseases, behaviors, paternity, heredity, intelligence, etc. The purpose of this paper is to understand individuals’ willingness to volunteer their private information in this high-risk/high-reward context.

The authors collect survey data from 273 respondents and use structural equation modeling techniques to analyze responses.

The authors find statistical support for our theorization. They find that while heightened awareness of the benefits and risks of sharing correlates with increased privacy concerns, the net impact is an increase in intention to share.

The findings suggest that prescriptive awareness might be an effective tool with which policy-makers can gain the sufficient voluntary participation from individuals necessary to drive large-scale medical research.

This study contributes a theoretically and empirically informed model which demonstrates the impact of awareness and privacy concern on individuals’ willingness to share their genetic data for large-scale HGR. It helps inform a rising class of data sufficiency problems related to large-scale medical research.

This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers' green purchase intention among consumers in Harare, Zimbabwe.

Data were collected from 329 consumers in Harare, Zimbabwe's commercial capital who were served from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with the aid of Smart PLS software.

Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention.

The study's findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.

The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations.

Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.

This study aims to examine variables and factors in vocational awareness and attitudes that affect the vocational aspiration of seafaring course students who are potential future seafaring employees.

A literature review was conducted to identify factors that prompt students in seafaring courses to pursue seafaring careers, followed by a design of preliminary questionnaire questions to survey students’ perception on the conditions of seafaring careers (i.e. vocational awareness) and their intention to pursue a seafaring career (i.e., vocational aspiration). A total of 744 seafaring course students in four Taiwanese universities completed a questionnaire developed according to the previous studies. A structured equation modelling was conducted in this research including model validity, goodness of fit, model correction and mediation effects.

With a model consisting of four factors for vocational awareness, three factors for overall attitudes and vocational aspiration as a dependent variable, the results showed that factors of vocational awareness and students’ overall attitudes were significantly correlated, and the factors of overall attitudes exhibit strong mediation effects on vocational aspiration from vocational awareness. The results confirmed that the factors are important determinants for the vocational aspiration of students.

The findings of this study provide a comprehensive approach to understand students’ seafaring aspiration for the universities, governments and shipping companies. Seafaring policies and management are discussed from the research findings.

This study aims to examine the halal brand image, halal logo and halal awareness of non-Muslim customers on attitude and behavioral intention.

This study uses a quantitative survey approach to 400 respondents consisting of 400 non-Muslim millennials in Indonesia, Malaysia and Singapore who have to buy halal cosmetics two years later. The sampling technique is purposive sampling. The analysis technique used in this study is structural equation modeling.

This study showed that halal logo, halal awareness and halal brand image have an effect on customer attitude. Then, the halal logo, halal awareness and halal brand image have an influence on behavioral intention. The existence of this positive signal has provided a great opportunity for businesses to make profits by meeting the demand for the halal market. Consumption of halal cosmetics produced by manufacturers attracts many non-Muslim consumers because of the safety, comfort and cleanliness of product ingredients, which of them must be given by the halal product, especially for cosmetics.

This study broadens the understanding of the attitudes and behavioral intentions of non-Muslim consumers toward halal cosmetic products. Furthermore, this research has provided a deeper interpretation of non-Muslim understanding of halal logos, halal brand images and halal awareness which have been minimal in research studies.

This study contributes to the literature related to the behavioral intentions of millennial non-Muslim consumers for halal cosmetics. Therefore, respondents in the study were specific, that is, non-Muslims who are millennial generation in the Indonesia, Malaysia and Singapore context.

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).

In total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.

Attitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.

This research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.

Environmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.

The findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.

The study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

This paper aims to explore the widely recognized awareness/attitude‐gap in sustainable tourism and discuss a series of theoretical approaches on three levels: individual, interpersonal and community level theories.

These theories are linked to existing studies on tourists' awareness/attitude and behavior in relation to climate change in order to assess which type of theory explains the gap best and which may be the most useful in bridging the gap.

The paper argues that, although individual level theories offer the best explanation of the awareness/attitude‐gap, community level theories may offer the best solution.

The paper has important relevance for academic researchers who intend to study the awareness/attitude gap in a tourist setting.

Reports results of an attempt to test temporal order of awareness, attitude and behaviour using the cross‐logged panel correlation technique — a method for establishing probabilistic causality by non‐experimental data. Tries to replicate, in this study, one by O'Brien, examining loyalty of new residents in an area developing loyalty to restaurants. Questionnaires were distributed to new students in Bergen, Norway for the autumn semester in 1974, in all 200 students received 2 questionnaires over a four‐week period and 126 completed the questionnaire both times, discusses results of these. Concludes that results give little support for the concept of a ‘hierarchy‐of‐effects’, postulating the sequence of awareness, attitudes and behaviour.

The purpose of this paper is to investigate the effects of the following factors: image, awareness, Shariah compliance and individualism, on the attitude and intention of customers to use Islamic banking among Bank customers in UAE, and the mediating role of attitude in that model, using a theoretical model based on the multi-attribute attitude model, the theory of reasoned actions and the theory of planned behaviour.

The research will focus on surveying bank customers living in UAE. The researcher will use structural equation modelling to analyse the data.

Results show that attitude and awareness affect intention directly, while image, awareness, Shariah compliance and individualism affect attitude directly and intention indirectly mediated by attitude.

The sample size includes 178 bank customers living in three cities in UAE, hence, the rest of the country is not included.

The research shows the importance of Shariah compliance, individualism and image on attitude and intention and provides suggestions for banks to benefit from these aspects to widen their customer base.

The study provides an insight into individuals’ decision making and the importance of a social approach by banks when advertising.

The research is the first empirical attempt to test new factors affecting attitude towards Islamic banking in UAE.