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Article
Publication date: 14 August 2017

Bang Nguyen and Lyndon Simkin

The purpose of this paper is to study what happens when firms misuse customers’ information and perceptions of unfairness arise because of privacy concerns. It explores a…

Abstract

Purpose

The purpose of this paper is to study what happens when firms misuse customers’ information and perceptions of unfairness arise because of privacy concerns. It explores a unifying theoretical framework of perceptions of unfairness, explained by the advantaged–disadvantaged (AD) continuum. It integrates the push, pull and mooring (PPM) model of migration for understanding the drivers of unfairness.

Design/methodology/approach

The paper is conceptual and develops a theoretical model based on extant research.

Findings

Using the PPM model, the paper explores the effects of information-based marketing tactics on the AD framework in the form of two types of customers. Findings from the review suggest that three variables have a leading direct effect on the AD customers. Traditionally, the fairness literature focuses on price, but findings show that service and communication variables impact customers’ unfairness perceptions. This paper examines the importance of these variables, in the context of an AD framework, to help explain unfairness and consider the implications.

Originality/value

To explain information misuse and unfairness perceptions, the paper develops a unifying theoretical framework of perceptions of unfairness, explained by linking the PPM model of migration with the AD continuum.

Details

The Bottom Line, vol. 30 no. 2
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 8 May 2017

Stephanie Hui-Wen Chuah, Philipp A. Rauschnabel, Malliga Marimuthu, Ramayah Thurasamy and Bang Nguyen

The purpose of this paper is to go beyond satisfaction as an indicator of customer loyalty and propose a holistic model of service switching in a mobile internet setting…

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3014

Abstract

Purpose

The purpose of this paper is to go beyond satisfaction as an indicator of customer loyalty and propose a holistic model of service switching in a mobile internet setting. The model, which reflects both barriers and inducements of switching, is developed based on the “mooring” and “pull” concepts in the migration literature.

Design/methodology/approach

Focusing on Generation Y mobile internet subscribers, the study analyzed a total of 417 usable questionnaire responses. Partial least squares structural equation modeling was used to test the research model.

Findings

The results show that first, satisfaction and switching barriers (i.e. a focal firm’s marketing innovation initiatives, switching costs, inertia, and local network effects) are positively related to customer loyalty; second, switching barriers have a stronger influence on customer loyalty compared with satisfaction; third, switching inducements (i.e. competitors’ marketing innovation initiatives, alternative attractiveness, variety-seeking tendencies, and consumers’ susceptibility to social reference group influence) is negatively related to customer loyalty and the relationship is weaker when perceived switching barriers are high.

Originality/value

This study empirically validates multidimensional scales of switching barriers and inducements from a more nuanced perspective, and specifies them as reflective-formative type II models. This study is among the first to use opposing dimensions to measure switching barriers and its counterpart. Hence, it illustrates how the two contrasting mechanisms can coexist in the minds of mobile internet subscribers.

Details

Journal of Service Theory and Practice, vol. 27 no. 3
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 31 January 2018

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin and Bang Nguyen

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external…

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2650

Abstract

Purpose

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external trash-talking – and the mediating role of brand attachment on these relationships.

Design/methodology/approach

Two studies were designed using a structural equation modelling methodology. Study 1a was based on a mail survey of 280 respondents, whereas Study 1b was based on an electronic survey of 152 respondents. Study 1b was conducted to test the external validity of the research model.

Findings

In Study 1a, ideal self-congruence affects emotional brand attachment and in turn emotional brand attachment affects compulsive buying behaviour and external trash-talking. The mediation analysis indicates that emotional brand attachment mediates the relationships. Study 1b offers support to the results of Study 1a.

Practical implications

From a practical point of view, this study is useful for policymakers seeking to regulate and prevent excessive consumerism. For marketers, they should understand that brand attachment leads to compulsive buying and external trash-talking, which may provide immediate benefit for the brand or the firm. However, marketers should understand that these two negative behaviours may harm the firm image and consumers’ well-being in the long run.

Social implications

Apart from practical implications, firms should consider alleviating compulsive buying, as it is harmful to society. Similarly, excessive external trash-talking may lead to physical aggression. Consumers expect firms to be socially responsible. Thus, firms should start conducting activities that promote responsible shopping and reduce external trash-talking.

Originality/value

The study highlights a dark side of ideal self-congruence and brand attachment. The results suggest that ideal self-congruence with the help of emotional brand attachment predicts compulsive buying behaviour and external trash-talking. This may not only damage brand image but also the consumers’ well-being.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 12 March 2018

Dilip S. Mutum, Ezlika M. Ghazali, Amrul Asraf Mohd-Any and Bang Nguyen

This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.

Abstract

Purpose

This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.

Design/methodology/approach

This paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users.

Findings

The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts.

Research limitations/implications

This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content.

Practical implications

Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users.

Social implications

This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further.

Originality/value

This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.

Details

The Bottom Line, vol. 31 no. 1
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 23 June 2021

Yan Yang, Jing Hu and Bang Nguyen

The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of…

Abstract

Purpose

The purpose of this paper is to explore the effect of the feeling awe on individuals' endorsement of conformist attitudes in consumption choices and the mediating role of social connectedness in generating this effect.

Design/methodology/approach

We test our hypotheses across three studies. Study 1 used an online survey. Study 2 and 3 conducted two laboratory experiments to induce awe and measured consumer conformity in two consumption choice tasks.

Findings

This research shows that both dispositional awe and induced awe can increase individuals' preferences for majority-endorsed vs. minority-endorsed choice alternatives in subsequently unrelated consumption situations, and this effect is mediated by perceptions of social connectedness with other decision-makers.

Practical implications

Marketers can promote the sales of mass-market products through inducing awe.

Social implications

Public regulators could utilize people's incidental awe as an effective policy intervention to nudge individual cooperation in some cases.

Originality/value

The research is the first to demonstrate a novel consequence of awe on consumer decision-making. It also highlights the significance of desire for social connectedness that explains why the feeling of awe develops conformity to the opinions of unknown people.

Details

Marketing Intelligence & Planning, vol. 39 no. 7
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 3 April 2017

Sebastian Molinillo, Arnold Japutra, Bang Nguyen and Cheng-Hao Steve Chen

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands…

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9974

Abstract

Purpose

There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand personality traits, namely, responsible brands and active brands to predict prominent CBR constructs, including brand awareness, brand trust, and brand loyalty.

Design/methodology/approach

This study was based on an electronic survey of 339 respondents. Structural equation modeling was used to analyze the data.

Findings

The results show that brand personality positively affects the three CBR constructs. Specifically, the focus is shifted to the two major personality dimensions, responsible and active, respectively. The results indicate that an active brand is a stronger predictor of brand awareness compared to a responsible brand. However, a responsible brand is a stronger predictor of brand trust as well as brand loyalty compared to an active brand. Surprisingly, the results display that active brands lower brand trust and brand loyalty.

Practical implications

This finding informs brand managers that projecting active brand personality leads to higher awareness. However, projecting more responsible brand leads to greater trust and loyalty. The study highlights that having one personality may not be sufficient to develop an enduring CBR, but a brand personality must “evolve” and progress as the relationship develops over time. Such dynamic brand personality may provide a more long-lasting brand strategy and a greater source of competitive advantage.

Originality/value

The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs, and in doing so, the study responds to previous studies’ calls to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, the study displays which ones of the two dimensions in the new BPS (i.e. responsible and active) may be better predictors to the three CBR constructs.

Details

Marketing Intelligence & Planning, vol. 35 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 24 May 2018

Sanjit Kumar Roy, Rik Paul, Ali Quazi and Bang Nguyen

The purpose of this paper is to develop and validate a scale for measuring consumers’ perceived service value in the Indian retail banking services. This purpose is rooted…

Abstract

Purpose

The purpose of this paper is to develop and validate a scale for measuring consumers’ perceived service value in the Indian retail banking services. This purpose is rooted in the absence of consensus on what constitutes service value and how to measure such value in the above context.

Design/methodology/approach

The scale development procedure comprised qualitative and quantitative approaches. A list of possible measurement items was compiled based on literature review and expert opinion through focus groups. Data were collected from a sample of 442 respondents representing the Indian retail banking sector using survey instrument and were analyzed using the structural equation modeling.

Findings

The study revealed a seven-dimensional scale for measuring service which includes service equity, service quality, customer intimacy, product leadership, operational effectiveness, customer communication, and perceived sacrifice. Thus, the scale emerging from this study is consistent with established scales and is applicable to the Indian retail services setting. This study contributes to the knowledge gap by confirming that the west-centric service value measurement scale is moderately applicable to the services sector in India.

Originality/value

This research is a direct response to calls from the leading marketing pundits to explore the validity and applicability of the existing marketing constructs and models originated in the west to Indian markets. Keeping in mind the established service value measurement scale, this study develops and validates a seven-dimensional scale for measuring service value in an Indian setting with novel sub-dimensions.

Details

International Journal of Bank Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0265-2323

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Article
Publication date: 15 June 2021

Sheshadri Chatterjee and Bang Nguyen

The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and…

Abstract

Purpose

The purpose of this study is to examine the value co-creation at bottom of the pyramid (BOP) using social media and to investigate how it is impacted by age, gender and peer influence.

Design/methodology/approach

A BOP approach provides sustainable profits by involving low-income producers and consumers by way of co-creating values. The focus of the BOP approach in the business environment in this study is to establish co-creation among the different stakeholders at the BOP level. With the help of a literature review and related theories, a conceptual model has been developed. The model has been tested statistically for validation using a survey by considering 314 usable respondents.

Findings

This study has focused on the impact of different issues such as age, gender and peer influence concerning the consumers at BOP segments involving in co-creation activities. The study finds that people at BOP segments emphasize more social media usage compared to the influence of peers in the context of co-creating values.

Research limitations/implications

Co-creation at BOP is a new approach. This study is unique research where it identifies the impact of gender, age and peer influence at the BOP level consumers for co-creation activities. The study also highlights the influence of social media on BOP consumers for co-creating values. The model so developed along with the findings of this study contribute to the overall body of knowledge in this area which has a wider theoretical and social implication.

Practical implications

The proposed model in this study can help organizations to understand the impact of age, gender, peer influence on value co-creation activities at BOP using social media. This study can help managers of the organizations involved in co-creation at BOP to formulate an appropriate strategy to get engaged with the customers at BOP. Finally, this study can motivate customers to value co-creating and engaging with organizations.

Originality/value

This study has primarily identified the impact of age, gender and peer influence for the consumers at BOP segments and is involved in different co-creation activities. The study has been mainly conducted in India, an emerging economy. None of such studies has been conducted in the emerging markets. Thus, this study claims to have possessed its uniqueness.

Details

The Bottom Line, vol. 34 no. 2
Type: Research Article
ISSN: 0888-045X

Keywords

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Article
Publication date: 6 June 2019

Sheshadri Chatterjee, Soumya Kanti Ghosh, Ranjan Chaudhuri and Bang Nguyen

The purpose of this paper is to develop a conceptual framework to check if an organization is ready to adopt an AI-integrated CRM system. The study also analyzes different…

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2552

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework to check if an organization is ready to adopt an AI-integrated CRM system. The study also analyzes different situations which can provide a comprehensive check list in the form of indicators that could provide a signal indicating whether the organization is ready to adopt an AI-integrated CRM system by capturing actionable and appropriate data.

Design/methodology/approach

The paper is a general review, and appropriate literature has been used to support the conceptual framework.

Findings

The key findings of this study are the different indicators that make up the conceptual framework. This framework can help organizations to check at a glance whether they are ready to adopt AI-integrated CRM system in their organizations. Specifically, it has been identified that different approaches are needed to tackle various types of customer data so that those may be made fit and actionable for appropriate utilization of AI algorithms to facilitate business success of an organization.

Practical implications

The paper has elaborately discussed the different approaches to be undertaken to calibrate and reorient the various kinds of actionable data and the contemplated challenges one would face in doing so. This would help the practitioners that how the data so captured can be made fit for action and utilization toward application of AI technologies integrated with existing CRM system in an organization.

Originality/value

This study is claimed to be a unique study to provide a conceptual framework which could help arranging and rearranging of captured data by an organization for making the data fit and ready for use with the help of AI technologies. This successful integration of AI with CRM system can help organizations toward taking quick and automated decision-making without much intervention of human beings.

Details

The Bottom Line, vol. 32 no. 2
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 13 November 2017

Usman Talat, Kirk Chang and Bang Nguyen

The purpose of this paper is to review intuition in the context of organizational change. The authors argue that intuition as a concept requires attention and its…

Abstract

Purpose

The purpose of this paper is to review intuition in the context of organizational change. The authors argue that intuition as a concept requires attention and its formulation is necessary prior to its application in organizations. The paper provides a critique of dual process theory and highlights shortcomings in organization theorizing of intuition.

Design/methodology/approach

The paper is conceptual and provides in-depth theoretical discussions by drawing from the literature on decision and intuition in the context of organizational change.

Findings

Investigating whether dual process theory is sufficiently clear, the authors found ambiguity. Specifically, the current definition provided by Dane and Pratt is not clear in terms of its four sections: the consciousness of non-conscious processing, involving holistic associations, that are produced rapidly, which result in affectively charged judgments. Finally, the authors note that the evolutionary perspective is missing and they provide foundational concepts for such a perspective, including the discussion of information templates, memes and genes, as argued by research, condition intuition.

Originality/value

The paper finds that an evolutionary perspective develops a picture of intuition as an adaptive resource. This evolutionary perspective is currently absent in research and the authors provide foundational concepts for such a perspective. They propose specific arguments to highlight the evolutionary perspective.

Details

The Bottom Line, vol. 30 no. 3
Type: Research Article
ISSN: 0888-045X

Keywords

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