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This study aims to examine salespeople’s perspectives on the value of corporate heritage to relationship selling and the issue of trust in personal selling situations in the context of emerging markets.

An interpretive approach was adopted, and 16 semi-structured interviews were conducted with senior salespeople in heritage institutions operating in Jordan.

This study reveals that corporate heritage is a valuable organizational resource for relationship selling. Reflecting the values of “trust” and “affinity,” corporate heritage confers trust to salespeople and their products in personal selling situations. Sales managers are advised to use corporate heritage to strengthen sales activities and empower salespeople.

While previous research has explained the significance of corporate heritage to relationship marketing, the significance of corporate heritage to relationship selling and the issue of trust in personal selling situations remain unexplored. Jordan represents a context that has been largely neglected despite being typical of the corporate heritage phenomenon.

This paper aims to demonstrate that Facebook likes affect outcomes in nonprofit settings. Specifically, Facebook likes influence affinity to nonprofits, which, in turn, affects fundraising outcomes.

The authors report three studies that establish that relationship. To examine social contagion, Study 1 – an auction field study – relies on selling artwork created by underprivileged youth. To isolate signaling, Study 2 manipulates the number of total Facebook likes on a page. To isolate commitment escalation, Study 3 manipulates whether a participant clicks a Facebook like.

The results show that Facebook likes increase willingness to contribute in nonprofit settings and that the process goes through affinity, as well as through Facebook impressions and bidding intensity. The total number of Facebook likes has a direct signaling effect and an indirect social contagion effect.

The effectiveness of the proposed mechanisms is limited to nonprofit settings and only applies to short-term effects.

Facebook likes serve as both a quality signal and a commitment mechanism. The magnitude of commitment escalation is larger, and the relationship is moderated by familiarity with the organization. Managers should target Facebook likes at those less familiar with the organization and should prioritize getting a potential donor to leave a like as a step leading to donation, in essence mapping a donor journey from prospective to active, where Facebook likes play an essential role in the journey. In a charity auction setting, the donor journey involves an additional step of bidder intensity.

The approach the authors study is shown effective in nonprofit settings but does not appear to extend to corporate social responsibility more broadly.

To the best of the authors’ knowledge, this study is the first investigation to map Facebook likes to a seller’s journey through signals and commitment, as well as the only investigation to map Facebook likes to charity auctions and show the effectiveness of this in the field.

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

Social media marketers are keen to understand how viewers perceive their brands on a platform and how the learning experiences from content can impact their attitudes toward a brand. This study aims to focus on examining the effect of firm-generated content (FGC) on X (formerly known as Twitter), using Kolb’s experiential learning theory to analyze the viewers’ learning process. In addition, the study investigates how the length of time a viewer follows a brand and the type of brand can influence their attitudes toward it.

This study involved three qualitative studies on X to investigate how content learning affects consumer attitudes toward two brands, namely, Nike and Subway. The study also examined the impact of the duration of following the brands, with participants following the brands for 4, 8 and 12 weeks, respectively, to assess changes in their attitudes.

The results demonstrate that content learning significantly impacts consumer attitudes. By following brands and engaging with their FGC over time, viewers can transition from being occasional or intermittent followers to becoming devoted brand enthusiasts. Through the four-stage experiential learning process, followers undergo cognitive, emotional and behavioral transformations that collectively shape their brand attitudes. The impact of content learning varies according to the brand type, and the duration of following has a positive effect on brand attitudes.

The study’s findings have significant marketing implications for social media marketers, suggesting that they should restructure their social media platforms as learning platforms to effectively engage followers. Companies should adjust their content marketing strategies from a learner’s perspective, providing followers with content that resonates with them, enhances their learning outcomes and helps shift their beliefs and brand attitudes, ultimately converting them into loyal consumers.

To the best of the author’s knowledge, this qualitative research is the first of its kind to apply experiential learning theories to investigate how users learn from FGC by following brands on social media and how this learning ultimately changes their brand attitude. The study provides a unique perspective on social media marketing, enriching the understanding of content marketing and consumer experiences on social media platforms.

This study aims to investigate the influence of corporate social responsibility (CSR) on corporate sustainable performance (CSP) of small- and medium-sized enterprises (SMEs) by looking into the significance of mediating factors, namely, brand image (BI) and brand loyalty (BL), within the context of an emerging economy.

The authors conduct an extensive literature study on the subjects of CSR, BI and BL to assess their influence on the sustainable performance of SMEs in an emerging market. The study adopts a quantitative methodology. A total of 438 answers were obtained from a sample size of 513. The data of the SMEs in Vietnam was analyzed using the smart partial least squares structural equation modeling software, specifically version 3.3.2.

The results of the authors demonstrate notable and favorable correlations between CSR and CSP, CSR and BI and CSR and BL. Importantly, the findings contribute to existing knowledge by looking into the mediating influence of BI and BL in the relationship between CSR and CSP.

According to the authors’ understanding, a number of research have investigated the correlation between CSR and CSP within the realm of SMEs. Nevertheless, there is a scarcity of scholarly research examining the mediating function of BI and BL in this association. The study’s findings have important implications for entrepreneurs and senior management in effectively guiding their enterprises and improving their business strategies with an emphasis on sustainability in emerging markets. The outcome of this study has the potential to significantly contribute to SMEs in Vietnam as well as other emerging countries.

Consumers are increasingly embracing innovative technologies for enhanced experiences. This study delves into the banking consumer brand experience through the lens of augmented reality (AR). The focus is on mobile augmented reality applications within financial institutions, which contribute to a more enjoyable and immersive customer experience. Specifically, the research highlights the utilisation of mobile augmented reality applications by a Pakistani bank and examines its influence on consumer loyalty and sustained engagement, with a particular emphasis on the AR brand experience.

The authors conducted a comparative study between married and unmarried consumers with sample sizes of 178 and 172, respectively. The results were analysed through structural equation modelling using SmartPLS.

The study's outcomes show that AR brand experience for the unmarried sample category is positive and higher than a married one. This is an excellent opportunity for the banking sector in Pakistan to invest more in innovative technologies.

The current study investigates the brand experience in the banking sector from the perspective of AR technology which contributes to the AR literature.

The purpose of this investigation is to scrutinize the unexplored realm concerning the interplay of hospital brand gestalt on patient satisfaction and revisit intentions.

A self-administered online survey was conducted with 227 patients who had stayed at and received health-care services from a private hospital in the city of Manado, Indonesia, within the past 12 months. The quantitative data were subsequently analyzed using a structural equation model with the assistance of Smart PLS statistical software.

The results suggest that the hospital brand gestalt significantly and positively influences patient satisfaction, which, in turn, leads to patients’ intentions to revisit. Furthermore, patient satisfaction serves as a significant mediator in the relationship between brand gestalt and revisit intentions.

This study enhances the comprehension of brand gestalt’s influence on customer attitudes and behaviors within the health-care context, contributing to the expanding body of literature concerning holistic brand perception. For health-care providers, the study underscores the significance of creating a uniform and distinctive brand experience to boost patient satisfaction and cultivate loyalty. In summary, this study paves the way for strategic branding initiatives in health care, ultimately enhancing patient experiences and organizational outcomes.

For health-care providers, this study emphasizes the importance of crafting a consistent and differentiated brand experience to enhance patient satisfaction and foster loyalty. Overall, this study opens avenues for strategic branding efforts in health care, ultimately improving patient experiences and organizational outcomes.

While there is a growing interest in the role of brand gestalt in marketing research, there is still a need for more empirical research to explore the link between brand gestalt, customer satisfaction and revisit intention. Surprisingly, to the best of the authors’ knowledge, no previous studies have investigated the role of brand gestalt in the context of health care.

This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels.

A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data.

The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty.

This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.

本研究探讨了集体主义、品牌声望和品牌认同对印度 Z 世代和老一代旅行者绿色品牌忠诚度的影响。 忠诚的消费者对于酒店的长期成功至关重要。

该研究采用单一横断面设计, 直接在印度三个不同的旅游目的地对总共 277 名 Z 世代和 299 名老一代旅行者进行了调查。 PLS-SEM 方法用于分析数据。

研究结果表明, 在 Z 世代旅行者中, 集体主义、品牌认同和品牌声望等因素在塑造酒店绿色品牌忠诚度方面发挥着重要作用。 此外, 我们注意到集体主义直接影响品牌声誉和认同。 相反, 对于老一代人来说, 该研究没有证实集体主义对绿色品牌忠诚度的影响, 也没有证实品牌认同与绿色品牌忠诚度之间的关系。

这项研究揭示了集体主义和品牌因素对印度酒店业绿色品牌忠诚度影响的代际差异, 对文献做出了独特的贡献。

Este estudio examina la influencia del colectivismo, el prestigio de la marca y la identificación de la marca en la lealtad a la marca ecológica entre la Generación Z y los viajeros de la generación anterior en la India. Los consumidores leales son esenciales para el éxito a largo plazo de los hoteles.

En el estudio se utiliza un diseño transversal único, con un total de 277 viajeros de la Generación Z y 299 de la Generación Mayor fueron encuestados directamente en tres destinos turísticos diferentes en la India. El enfoque PLS-SEM se utiliza para analizar los datos.

Los hallazgos del estudio mostraron que entre los viajeros de la Generación Z, factores como el colectivismo, la identificación de marca y el prestigio de la marca juegan un papel importante en la configuración de la lealtad hacia las marcas ecológicas hacia los hoteles. Además, observamos que el colectivismo influye directamente en el prestigio y la identificación de la marca. Por el contrario, para la generación mayor, el estudio no corroboró los impactos del colectivismo en la lealtad a la marca verde, ni la relación entre la identificación de marca y la lealtad a la marca verde.

Este estudio contribuye de manera única a la literatura al revelar diferencias generacionales en la influencia del colectivismo y los factores de marca en la lealtad a las marcas ecológicas dentro de la industria hotelera india.

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.