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Collaborative consumption has caught researchers’ attention due to its rapid growth. Drawing on the causal relationship between cognition, affection and conation and collaborative consumption literature, this paper aims to investigate the drivers of brand loyalty and revisit intentions in the context of Airbnb.

The data was collected from 399 Airbnb users using the online survey. Partial least square structural equation modeling was used to test hypotheses. Mediation tests were conducted with multiple mediation analyses.

The study reveals that brand likeability enhanced by customers’ trust in both hosts and Airbnb drives satisfaction, brand loyalty and revisit intention. Moreover, satisfaction impacts revisit intention through a full mediation of brand loyalty.

The role that trust and likability play in enhancing brand loyalty and the intention to revisit is not well documented in the literature on collaborative consumption. The results show that consumers’ trust (cognition) is the first step to the success of collaborative consumption, and consumers’ trust in both platform and hosts will make the Airbnb brand more attractive and likable. When brand likability (affection) grows deeper through more engagement, consumers are more willing (intention) to spend more time staying in Airbnb accommodation.

Although existing literature discusses trust from the consumers’ standpoint and categorizes it into two types, the influence of trust on brand likability has never been tested before. Based on the causal relationship between cognition, affection and conation, to the best of the authors’ knowledge, this paper is the first one investigating trust in both the platform and hosts as key drivers of brand likability, which enhances customer satisfaction, brand loyalty and revisit intentions in the Airbnb context.

协作消费由于其快速增长而引起了研究人员的关注。 基于文献中对于认知、情感和意向与协作消费之间的因果关系, 本文调查了 Airbnb 背景下品牌忠诚度和重访意图的驱动因素。

数据是通过在线调查从 399 名 Airbnb 用户那里收集的。 PLS-SEM 用于检验假设。 中介测试通过多重中介分析进行。

研究表明, 客户对房东和 Airbnb 的信任增强了品牌喜爱度, 从而提高了满意度、品牌忠诚度和重访意愿。 此外, 满意度通过品牌忠诚度的全面调节影响重访意愿。

然已有文献从消费者的角度讨论信任并将其分为两种类型, 但信任对品牌好感度的影响从未被检验过。 基于认知、情感和意向之间的因果关系, 本文首次调查了平台和房东的信任作为品牌好感度的关键驱动因素, 从而提高了 Airbnb 背景下的客户满意度、品牌忠诚度和重访意愿。

This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of non-loyal customers, loyal customers’ perceptions might influence their behavioral intention. In addition, two emotions (i.e. anger and pride) might mediate the relationship between perceptions and behavioral intention.

This study used a scenario-based experimental design. Data from 1,013 responses were analyzed using partial least squares-structural equation modeling.

The study reveals that when loyal customers view brand tourists, infringement has a positive influence on switching intention, and likability positively effects brand loyalty. This study indicated that loyal customers perceive brand immigrants negatively, whereas brand tourists are comparably positively perceived by loyal customers. Only pride mediates these two relationships, respectively.

The study confirmed the brand tourism effect in luxury hotels by indicating a clearer relation between perception, emotion and behavioral intention. The theoretical implications could suggest insightful guidelines for future studies regarding loyalty in luxury hotels.

The purpose of this paper is to find out whether the plain packaging format in cigarette labeling is worth adopting or not.

A lab experiment with a 2 (existing vs plain packaging format) × 2 (familiar vs unfamiliar brand) factorial design was conducted with Chinese subjects in Macau.

The plain packaging format in cigarette labeling reduces both smoking intent and brand likability in familiar brand condition but not unfamiliar brand condition.

When many governments are currently deliberating about whether to follow the plain packaging initiative, this study constitutes a timely investigation of the effects of it on smoking intent and brand likability among Chinese young non-smokers. The positive effect of the plain packaging in familiar brand condition provides the justification of adopting it by the governments.

Studies of plain packaging have not been taking brand familiarity into consideration (the only exceptional study used the top three familiar brands and thus failed to examine the familiarity effect) but the study focussed on it. In the data analysis, if brand familiarity is not considered, wrong conclusion will be drawn. Therefore, by having brand familiarity as moderator, the authors are able to correctly conclude that plain packaging format is worth adopting.

This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour.

Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing.

The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision.

The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision.

Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.

This study presents one of the earliest empirical investigations on how brand chatbots' anthropomorphic design and social presence communication strategies may improve consumer evaluation outcomes via the mediators of parasocial interaction and perceived dialogue.

This study employs a 2 (high vs. low social presence communication) by 2 (anthropomorphic vs. non-anthropomorphic bot profile) between-subject experimental design to evaluate how chatbots' high social presence communication and anthropomorphic profile design may enhance perceptions of parasocial interactions and dialogue with the chatbot, which in turn drive user engagement, interaction satisfaction and attitude toward the represented brand.

The influences of chatbots' high social presence communication on consumer engagement outcomes are mediated by perceived parasocial interaction and dialogue. Additionally, chatbots' anthropomorphic profile design can boost the positive effects of social presence communication via the psychological mediators.

This study advances the interactive marketing literature by focusing on an emerging interactive technology, chatbots. Additionally, distinct from prior chatbot studies that focused on the utilitarian use of chatbots for online customer support, this study not only examines which factors of chatbot communication and profile design may drive chatbot effectiveness but also examines the mechanism underlying the messaging and design effects on consumer engagement. The findings highlight the mediating role of interpersonal factors of parasocial interaction and perceived dialogue.

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook.

A qualitative study was conducted, with a total of 40 respondents using face-to-face semi-structured interviews over two stages. While the first stage of the study focused on examining the saturation risk and its potential negative effects, the second one explored these risks specifically on the consumer–brand relationship on Facebook. The interviews were recorded, transcribed and then coded for analysis using NVivo 8.

Brands are overloading their followers with passively endorsed brand messages, which are negatively affecting consumers’ experience on Facebook, as well as the relationship with these brands. This overall dilution of the consumer–brand relationship on Facebook was hence found to be affecting interaction, similarity with friends, the system quality of the social networking site, as well as information quality. Furthermore, this dilution was found to be affecting brand likability, brand trust and brand association.

The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship.

The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market.

This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-structured depth interviews have been conducted.

Based on the findings of the depth interviews, a conceptual framework has been developed showing the antecedents and consequences of brand love. This study also throws light on the specific psychological phenomenon of the emerging market consumers. The findings form the basis for a discussion of the theoretical and practical implications of brand love in the context of emerging economy.

Value of this article lies in developing a grounded theory of brand love in the context of emerging Asian market.

The objective of this research is to explore the relationship between brand experience and customer equity (value equity, brand equity, and relationship equity). We examine the impacts of different contact points’ experiences (media contact, physical environment contact, people contact, and product usage contact) and different dimensions of brand experience on customer equity. Further we investigate the possible moderating effects of different brand positioning and strategies – hedonic and utilitarian, on this relationship. The data which are collected via online survey includes 410 observations with brand experience and 83 without brand experience, 493 valid samples in total. We found that positive and strong brand experience is the key factor for building strong customer equity. Although the impacts of all four contact points’ brand experiences are significant, product usage contact has the most powerful influence on customer equity and its individual drivers. The results also indicate that the different brand positioning strategies do have moderating effects. For utilitarian brand, only brand experience at product usage contact point has significant impact on customer equity and its three drivers. For hedonic brand, all four contact points’ experiences have significant relationships with customer equity. Finally, the four experience dimensions (sensory, affective, intellectual, and behavioral) have different impacts on customer equity and its three drivers at different experience contact points.

The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the tattoo alters acceptance of the tattoo; and third, how the placement on the body of the athlete affects acceptance of the tattoo.

To address these research questions, focus groups were conducted.

Findings highlighted three important themes related to tattoos, sponsorships and brand perceptions: meaning of the tattoo itself, meaning related to the brand and the tattoo and meaning related to the tattoo and athlete.

For practitioners, this research highlights the complexity between consumers’ interaction with brands through sponsorship tattoos, which is a complicated, multi-dimensional process during which meaning can be assigned to multiple facets of the sponsorship relationship.

For scholars, this research offers a glimpse into an emerging trend that ties together the multi-billion dollar sports and tattoo industries. In sum, this research identifies ways in which consumers interpret meaning related to the tattoo itself, the brand and the athlete based on placement, sport and brand perceptions.