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Article
Publication date: 14 September 2015

Simon Françoise and Lynda Andrews

This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant…

Abstract

Purpose

This paper aims to investigate how direct mail consumption contributes to brand relationship quality. Store flyers and other direct mailings continue to play a significant role in many companies’ communication strategies. Research on this topic predominantly investigates driving store traffic and sales. Less is known regarding the consumer side, such as the value that consumers may derive from the consumption of direct mailings and the effects of such a value on brand relationship quality. To address this limitation, this paper tests a causal model of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value.

Design/methodology/approach

The empirical work of this paper is based on a rigorous four-study mixed methods design, involving qualitative study, confirmatory factor analysis and partial least squares structural modeling.

Findings

The authors develop two second-order formatively designed scales – familiar value and planned value scales – that illustrate the role of engagement regimes in consumer behavior. Although both types of value contribute equally to direct mail attachment, they exert contrasting effects on other mediational consumer responses, such as reading and gratitude. Finally, the proposed theoretical model appears to be robust in predicting customers’ brand commitment.

Research limitations/implications

This study provides new insights into the research on consumer value and brand relational communication.

Originality/value

This study is the first to consider consumer benefits from the social perspective of engagement regimes.

Details

European Journal of Marketing, vol. 49 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 9 January 2017

Joan Ball and Donald C. Barnes

The purpose of this paper is to combine the evolving fields of customer delight and positive psychology to investigate a broader conceptualization of customer delight…

Abstract

Purpose

The purpose of this paper is to combine the evolving fields of customer delight and positive psychology to investigate a broader conceptualization of customer delight. Furthermore, to investigate antecedent variables that impact this broader conceptualization.

Design/methodology/approach

This research employed structural equation modeling in a hedonic context.

Findings

Key findings indicate that aside from joy and surprise, gratitude also has a positive impact on customer delight. Furthermore, psychological sense of brand community (PSBC) and transcendent customer experiences (TCE) were shown to positively impact the proximal antecedents of customer delight.

Research limitations/implications

Extending the domain of customer delight beyond joy and surprise contributes to the theoretical discussion on what customer delight represents to the service firm. Further, this research identifies new theoretical relationships between PSBC/TCE and customer delight.

Practical implications

By offering the broader conceptualization of customer delight, this research contributes to the discussion of whether delight is possible or even profitable. Namely, by moving past joy/surprise, this research suggests that managing gratitude can be a strategic lever that the modern service firm can utilize.

Originality/value

This is the first research to evaluate gratitude as an antecedent to customer delight. Further, by combining positive psychology and delight research this research identifies new predictors of positive customer experiences.

Details

Journal of Service Theory and Practice, vol. 27 no. 1
Type: Research Article
ISSN: 2055-6225

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Article
Publication date: 11 March 2016

Rebecca Swenson

This paper closely examines an iconic relationship between the Betty Crocker brand figure and a set of consumers to build our understanding of how corporate personas…

Abstract

Purpose

This paper closely examines an iconic relationship between the Betty Crocker brand figure and a set of consumers to build our understanding of how corporate personas contribute to community, engagement and dialogue.

Design/methodology/approach

Using a historical approach to analyse radio scripts featuring Betty Crocker and “Dear Betty Crocker” letters women wrote to the fictional brand icon from 1940 to 1950, at the height of Betty’s popularity, this study identifies themes and rhetorical strategies that explain how General Mills used Betty Crocker to make the institution relatable and products relevant during a period of cultural and social change.

Findings

General Mills built a strong brand community by using Betty Crocker to facilitate dialogue among consumers and slightly re-frame the group’s shared mission as the decade progressed. The analysis of letters reveals women engaged in dialogue with the company to reify brand values, express gratitude and loyalty, and seek more social support and connection.

Originality/value

This research adds to our understanding of a central challenge described by communication professionals: how to leverage corporate personas and brand voice in ways that resonate with audiences, inspire interaction, and build community.

Details

Journal of Communication Management, vol. 20 no. 2
Type: Research Article
ISSN: 1363-254X

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Article
Publication date: 8 January 2018

Balkrushna Potdar, John Guthrie and Juergen Gnoth

The cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy…

Abstract

Purpose

The cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy financial losses. Hence, this paper explores an alternative approach to shoplifting prevention. The purpose of this paper is to propose that quality relationships between a supermarket and its customers could be a viable strategy for shoplifting prevention. A conceptual model is presented at the end of this paper for encouraging shoplifting prevention using a theory of planned behaviour perspective.

Design/methodology/approach

A systematic search of literature on relationship quality was conducted. Research papers were shortlisted from peer-reviewed journals published between 2007 and 2016. For the convenience of readers, studies on relationship quality are presented in six cross-checked information categories in a table.

Findings

This study produced two results. First, it finds three antecedents of supermarket-customer relationship quality. These are as follows: a supermarket’s participation in corporate social responsibility and cause-related marketing initiatives, a supermarket’s service quality, and a customer’s attachment to a supermarket’s place/location. Second, there are three major effective dimensions of relationship quality. These are as follows: satisfaction, trust, and commitment. The proposed model incorporates factors from both findings, to measure a supermarket-customer relationship quality that may influence intention of customers to engage in shoplifting preventive behaviour.

Originality/value

This research paper has reviewed the existing literature to utilise it in the context of shoplifting prevention, and developed a novel model/framework for effective shoplifting prevention with a theory of planned behaviour perspective.

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Article
Publication date: 31 January 2020

Prateeksha Parihar and Jagrook Dawra

The purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context…

Abstract

Purpose

The purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context. The study explores the varied effect of the dimensions of commitment on the dimensions of beyond purchase CE and their effect on loyalty.

Design/methodology/approach

The study uses a survey for data collection and assesses the measurement model with confirmatory factor analysis and uses partial least square-structural equation modeling for the structural model.

Findings

The study reveals that the constructs commitment, CE and loyalty are interrelated. It empirically supports that the affective and continuance commitment has a significant positive association with CE, and two out of the three dimensions of CE have a significant positive association with loyalty.

Research limitations/implications

This study advances the understanding of the relationship between commitment, CE and loyalty and supports the conceptualization of CE as a behavioral construct. The study uses cross-sectional data, which miss the effect of the time lag of the constructs and use of the context of travel booking websites limits its generalization.

Practical implications

This study helps marketers to understand CE, what motivates CE, its impact on the firm and how to align CE strategies with the firm’s goal.

Originality/value

This study proposes a conceptual model for how CE transforms commitment into loyalty. It improves the understanding of CE’s conceptualization, its drivers and its impact on brand loyalty.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 9 September 2020

Sidney A. Ornelas Sánchez and Jorge Vera Martínez

The present study examines the potential association between the company's efforts on consumer education and consumer engagement and addresses the implications of this…

Abstract

Purpose

The present study examines the potential association between the company's efforts on consumer education and consumer engagement and addresses the implications of this link in strategic decision-making.

Design/methodology/approach

The coffee shop industry serves as the context for testing the probable effect of education on creating more engaged consumers. To achieve this objective, regular coffee drinkers were asked to evaluate the education efforts of their favourite coffee shop and their level of engagement was assessed. Education and engagement were assessed using previously developed scales constituting a 32-item scale. The responses of 122 subjects were used in the analysis.

Findings

Consumer education, both firm specific and market related, are found to be related to engagement within a coffee shop context. Findings might suggest alternative strategies within coffee shop brands to enhance their educational efforts to increasing their consumer's engagement levels, which might ultimately result in more loyal customers.

Practical implications

The association between consumer education and consumer engagement is relevant when engagement is identified as a powerful predictor of several desired behavioural outcomes, such as satisfaction, word of mouth and loyalty. The possibility of education influencing consumer engagement might highlight an alternative strategy for companies pursuing higher engagement levels.

Originality/value

Although both constructs, education and engagement, have been previously used to analyse a set of different phenomena, the present study is perhaps the first to address a potential correlation between the two.

Details

British Food Journal, vol. 123 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 4 November 2014

Raquel Castaño and Maria Eugenia Perez

This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of…

Abstract

Purpose

This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both original brands and their counterfeits.

Design/methodology/approach

The authors present four studies conducted with 657 Mexican consumers who own or have owned an original luxury-brand product as well as a counterfeit of the same brand. Data were analyzed through regression analyses, t-tests, correlation coefficients and one-way ANOVA.

Findings

Results show that consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those of the original brand and also experience a stronger overlap between their overall self-concept and the original brand’s concept than with the counterfeit’s concept, and feel higher levels of love towards the original brands than towards their counterfeits.

Research limitations/implications

This study plays a relevant role in understanding how consumers form relationships with original and counterfeit brand products. Managers of original brands are advised to build their efforts around the idea of consumers’ love for the original brand, emphasizing issues of authenticity and congruence between consumers and their purchase decisions.

Practical implications

Managers of original brands are advised to build their efforts around the idea of consumers’ love for the original brand, emphasizing the trust element of a love relationship in order to encourage consumers to be “faithful” to the original brands.

Originality/value

This study provides insights into the relationships consumers form with brands and their counterfeits. This is novel because, so far, most of the studies on counterfeits have mainly sought to explain why and how consumers choose counterfeits instead of original brands.

Details

Journal of Consumer Marketing, vol. 31 no. 6/7
Type: Research Article
ISSN: 0736-3761

Keywords

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Article
Publication date: 10 September 2020

Man Lai Cheung, Hiram Ting, Jun-Hwa Cheah and Mohamad-Noor Salehhuddin Sharipudin

Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community…

Abstract

Purpose

Using the stimulus-organism-response model as the theoretical basis, the purpose of this study is to examine the impact of a social media-based destination brand community (SMDBC) on tourists’ emotions, and the subsequent effect on the intention to co-create value and visit.

Design/methodology/approach

The theoretical framework was tested using survey data from 551 Chinese social media users who were followers of Japanese social media pages. Partial least squares–structural equation modelling was adopted to perform the latent variable analysis.

Findings

The findings reveal that SMDBC plays a considerable role in shaping tourists’ emotions, including joy, love and positive surprise, which, in turn, have a significant impact on consumers’ intention to co-create value and visit. Contrary to previous studies, the effect of joy on tourists’ intention to co-create and visit is found to be insignificant.

Research limitations/implications

The present study elucidates the importance and relevance of SMDBC in evoking tourists’ positive emotions, and subsequently their intention to co-create value and visit. Future research is recommended to compare and contrast SMDBC with other marketing and branding activities to provide greater insights into the phenomenon in a dynamic environment.

Practical implications

This study enables academics and business practitioners to better comprehend the effectiveness of SMDBC in driving tourists’ favourable assessment and behavioural intentions to improve resource allocation. In particular, destination marketers are recommended to optimise SMDBC and encourage discussion on SMDBC among users.

Originality/value

As literature in relation to the importance of SMDBC in evoking tourists’ emotions incorporating its link with tourists’ intention to co-create value and visit is relatively scarce, this study contributes to the branding and destination tourism research by empirically articulating the relevance of SMDBC in stimulating tourists’ emotions and subsequently value co-creation and visit intention.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 18 June 2020

Adil Khan, Abdul Saboor Mohammad and Shahaliza Muhammad

This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study…

Abstract

Purpose

This study aims to develop, propose and test an integrated framework of brand love and brand experience in the context of halal industry. Particularly, this study investigates the relationship of brand experience and brand love concepts with several outcome variables such as brand trust, brand satisfaction, brand loyalty purchase intention and word of mouth.

Design/methodology/approach

A structured questionnaire has been constructed using scales from past studies. Hypotheses have been tested using partial least square structural equation modelling methodology.

Findings

This study has found that brand experience is a significant determinant of brand love. Further, brand love has a significant influence on trust, satisfaction and loyalty. Both variables, brand experience and brand love, have either direct or indirect influences on several branding-related outcome variables such as brand trust, brand satisfaction and brand loyalty.

Research limitations/implications

This study has been conducted only using cross-sectional sample of one country, which may limit the generalisations. However, the results of this study offer valuable insights for the brand managers in the halal sector.

Originality/value

Previous studies pertaining to halal food consumption have focussed more on understanding the attitude or the buying intention of the consumers. Only few studies have attempted to investigate the branding aspect of halal food consumption. This study is one of its kinds, which offers a comprehensive framework by incorporating important brand-related antecedents and outcome variables to understand the branding aspect of the halal food consumption behaviour.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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Article
Publication date: 1 July 2000

Audhesh K. Paswan

Abstract

Details

Journal of Consumer Marketing, vol. 17 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

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