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This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship.

The proposed model was tested using a 2 × 2 experimental design with a sample size of 372.

Results showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP.

The authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, sebsequently enhance the intention of Muslim consumers to use global brands.

A moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.

This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India.

The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988).

The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions.

This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption.

This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India.

With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior.

This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

This study examined the effects of perceived brand localness (PBL) and perceived brand globalness (PBG) on consumer behavioral intentions (CBIs) (PI – purchase intentions, PP – price premium and WOM – word of mouth) via brand authenticity (BA). Additionally, this study considered the moderating impact of uncertainty avoidance (UA) and the control variable brand familiarity (BF) in emerging markets (EMs), specifically from China and Pakistan contexts.

This study scrutinized 1,638 responses (China, n = 804 and Pakistan, n = 834) from consumers who used discussed local and global brands. The proposed hypotheses were evaluated using the PLS-SEM technique.

The findings indicated that the PBL and PBG favorably impacted BA, which significantly affected CBIs in both EMs. Specifically, PBL strongly influenced BA in China, whereas PBG strongly affected BA in Pakistan. The direct effects of PBL and PBG supported CBIs (PI, PP and WOM) in Pakistan. Likewise, PBL was significant on PP and WOM, whereas PBG was significant on PP in China. In Pakistan, UA had a significant moderating impact on PBL and BA. Similarly, UA acted as a positive moderator between BA and CBIs (PI and WOM) in Pakistan but was not supported in China.

This study examined only two EMs. Future studies may examine emerging vs developed markets. Theoretically, PBL and PBG are important brand signals associated with brand authenticity that communicate to mitigate information asymmetry in EMs. Likewise, brand authenticity was recognized as a positive signal that effectively corresponds to CBIs (in terms of their PI, PP, WOM) by fulfilling brand promises in both EMs. Additionally, UA was proved an effective moderator, improving consumer perceptions of brand authenticity about local brands and increasing PI and WOM toward perceived authentic brands in Pakistan.

This research revealed important recommendations to help local and global managers in developing and executing several branding strategies in EMs (China and Pakistan). Practically, by improving the brand's localness and globalness, local and global managers may successfully position their brands to influence consumers' perceptions in EMs. Similarly, brand authenticity is a vital positioning tool for managers that favorably influence consumer behavior. Additionally, managers can segment and target their markets by classifying high and low UA consumers, particularly in Pakistan.

Following signaling theory, this is the first study that contributes toward CBIs in EMs via brand authenticity and considering cultural factors (uncertainty avoidance) from the domestic and international branding perspectives.

The paper examined the impact of brand-identity expressiveness and perceived brand value that was neglected in prior literature, in addition to perceived brand quality and prestige, on behavioral intention. Research also tests if certain consumer values moderate this relationship.

Mall-interception technique was used. Also, partial least square-structural equation modelling (PLS-SEM) was used to analyze data and test research hypotheses.

Results indicate that perceived brand globalness (PBG) and perceived brand localness (PBL) are significantly positively associated with perceived quality and prestige. Besides, the inclusion of brand-identity expressiveness and perceived brand value was supported. PBL showed a greater association with brand identity expressiveness compared to PBG, different from previous findings. Furthermore, the total indirect effect of PBG on behavioral intentions was significant through the routes of perceived quality and prestige, compared to a weak and non-significant effect for PBL through the quality route.

This study proposes a comprehensive model testing additional pathways through which global and local brands can boost their preferences.

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.

The purpose of this paper is to develop and test an integrated-process model/an index model by incorporating the antecedents and consequences of service quality in a higher education context.

This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students.

The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coefficients are found statistically significant.

The model explains how service quality is formed, and how PSQ affects UniBrand and positive behavioural intentions overtime. This paper develops and validates three new constructs including information, past experience and UniBrand performance. In addition, it improves and validates other constructs including service quality, satisfaction, trust and behavioural intention. The paper also advances service quality literature and validates five hypothesised relationships between constructs that are relatively new in the service quality literature. Finally, this study validates a comprehensive three-tiered “integrated-process” model/an index model that includes antecedents, dimensions and consequences of service quality taking a University as a case. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand performance and attract and retain students are encouraged to consider this model and its implications.

The purpose of this paper is to study how repeat customers utilize their established overall restaurant brand image (ORBI), overall restaurant loyalty, satisfaction and behavioral intentions (revisit, recommend) to reengage with a casual-dining restaurant brand.

The study design consists of a mixed-methods, two-phase research approach that includes both qualitative and quantitative data. First, focus groups and in-depth interviews with adult customers reveal preliminary insights on restaurant dining patterns and familiarity with franchised casual dining restaurants. Second, an online self-administered survey tests the influence of ORBI on repeat customers’ overall restaurant loyalty, satisfaction and behavioral intentions.

For repeat customers, ORBI positively predicts loyalty and satisfaction. Loyalty and satisfaction mediate the relationship between ORBI and intentions to recommend, while loyalty alone mediates the relationship between ORBI and intentions to revisit a casual dining restaurant.

Managers looking to stimulate recommendation intentions can increase ORBI, loyalty or satisfaction among repeat customers; or choose some combination of these three predictors. To improve revisit intentions, managers should first increase loyalty, followed by ORBI. Importantly, management needs to tailor information given to repeat customers differently than other customers.

This paper provides a first conceptualization of how both loyalty and satisfaction jointly mediate the relationships between ORBI and two behavioral intentions (revisit, recommend). The results show that loyalty plays a significant role in these predictive relationships and is more important than satisfaction for enhancing intentions to revisit a restaurant.

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

In the current competitive environment in which retailers operate, store equity is seen as a key differentiating factor. In view of the scarce research on the dimensionality and correlates of brand equity related to the retailer, this paper aims to analyze the relationship between store equity and behavioral intentions and the influence of information and communication technology on this relation.

From a sample of 820 customers of store chains, a multigroup structural equation model is estimated considering the level of technological development of the retailer as a moderating variable.

The authors find evidence in favor of the positive influence of store equity on consumer behavioral intentions toward the retailer and the role of technology as a moderator in this relationship.

This paper provides evidence about the multidimensionality of store equity and its positive influence on behavioral intentions towards the retailer. Furthermore, the authors find support for the notion that information and communication technology (ICT) solutions implemented by the retailer contributes to reinforce the positive impact of store equity on behavioral intentions.

Technology may be used to differentiate the retail chain from competitors. The retailer should concentrate its investments in ICT solutions that contribute to enhance the customer experience in the store.

Research on the brand equity concept in the context of retailing is still scarce. The results of this research provide support to the role of loyalty, service quality, product quality and perceived value as the dimensions of store equity. In addition to this, to the best of authors’ knowledge, this is the first paper that addresses the role of technology in the relationship between store equity and behavioral intentions.