Search results
1 – 10 of 89Faheem Gul Gilal, Naeem Gul Gilal, Rukhsana Gul Gilal and Zhiyong Yang
The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank…
Abstract
Purpose
The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.
Design/methodology/approach
Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).
Findings
Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.
Originality/value
This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.
Details
Keywords
Crystal T. Lee, Zimo Li and Yung-Cheng Shen
The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their…
Abstract
Purpose
The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.
Design/methodology/approach
Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.
Findings
Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.
Originality/value
We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.
Details
Keywords
The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth…
Abstract
Purpose
The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.
Design/methodology/approach
The current research used an exploratory mixed-methods approach.
Findings
Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.
Research limitations/implications
This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.
Practical implications
These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.
Originality/value
To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.
Details
Keywords
Yang Cai, Xiujun Li and Wendian Shi
This study employed self-determination theory (SDT) and the “Motivational affordance–Psychological outcomes–Behavioral outcomes” framework to investigate the relationship between…
Abstract
Purpose
This study employed self-determination theory (SDT) and the “Motivational affordance–Psychological outcomes–Behavioral outcomes” framework to investigate the relationship between gamification features and knowledge-sharing behavior in online communities.
Design/methodology/approach
A theoretical model was tested with 281 Chinese users from an online social question and answer (Q&A) community. Partial least square structural equation modeling was applied to analyze the data.
Findings
The empirical results revealed that competence mediated the effects of immersion and achievement-related gamification features on knowledge sharing. Moreover, relatedness mediated the effects of immersion, achievement and social-related gamification features on knowledge sharing.
Research limitations/implications
This study was conducted on a Chinese Q&A platform, and the results may not be generalizable to other cultures or service providers with different goals.
Practical implications
The study's findings indicate that gamification could serve as an effective toolkit for incentivizing and promoting knowledge sharing in online communities. The findings thus provide strategic insights for administrators of online communities seeking to leverage gamification designs to encourage user participation in knowledge-sharing activities.
Originality/value
Research on the role of gamification in promoting knowledge sharing has been limited in scope and has focused on tourism comment communities. Little evidence exists on the effect of gamification within social Q&A communities. Further, the finding of gamification's positive role in motivating knowledge sharing indicates the need for the knowledge-sharing field to focus on contextual factors.
Details
Keywords
Caroline Krüger, Marina Lourenção, Fábio Henrique Correa Bogado Guimarães, Marco Meneguzzo, Claudia Souza Passador and Adriana Cristina Ferreira Caldana
This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the…
Abstract
Purpose
This paper aims to develop a cross-border regional brand management model to help enhance cooperation for developing such localities. It analyzed its applicability in the Brazil–Argentina and Italy–Austria cross-border regions comprising several cities.
Design/methodology/approach
A systematic literature review was conducted to obtain a theoretical basis and select elements for creating the cross-border regional brand management (CRBM) model. To apply the model, in-depth interviews were conducted with 19 specialists of different nationalities and distinct expertise on cross-border governance and regional branding. In addition, to validate the proposed model, a focus group was carried out, and specialists were consulted using forms, providing 22 additional opinions.
Findings
The results show good managerial practices and gaps that must be overcome to create and manage the brands from the two regions analyzed.
Research limitations/implications
The theoretical contributions consist in extending the literature in place branding by presenting the first CRBM model and the conceptual explanation of each of the model's elements.
Practical implications
The study's practical implications occur through the suggestion of good management practices for the studied localities arising from the applicability of the CRBM model. Furthermore, it is expected that the model developed can be applied in other locations, bringing practical contributions to the management and creation of cross-border regional brands in other countries.
Originality/value
This study presents the first CRBM model and its applicability to two cross-border regions.
Details
Keywords
Bob Heere, Daniel Lock and Danielle Cooper
The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those…
Abstract
Purpose
The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities.
Design/methodology/approach
The authors approached this review through an interdisciplinary literature review that delineated psychological, structural and behavioral processes that underline the formation of the brand community, often illustrated by contemporary cases in the sport industry.
Findings
The findings outline 18 different constructs, categorized in three overarching dimensions, separating structural, behavioral and psychological constructs. The authors posit these 18 constructs are at the heart of brand community formation. These constructs provide managers with a guide to inform their efforts to form a new brand community.
Originality/value
It is emphasized that brand community formation is a complex process that is paradoxical in nature and requires organizations to balance a non-interventionist approach that would allow for consumer empowerment, with a pro-active approach that creates conditions for a successful brand community formation process.
Details
Keywords
Pin Luarn, Chiao-Chieh Chen and Yu-Ping Chiu
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence…
Abstract
Purpose
Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.
Design/methodology/approach
A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.
Findings
This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.
Originality/value
This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.
Details
Keywords
Paul Schreuder, Marcel Zeelenberg and Tila M. Pronk
Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the…
Abstract
Purpose
Understanding consumer brand relationships from the perspective of the consumer has been a research topic for years. Despite this, there are still various ways in which the construct is interpreted. This paper aims to identify the most typical interpretation of brand relationships by consumers.
Design/methodology/approach
A four-study prototype analysis was conducted, in which a bottom-up approach was applied to identify lay people’s conceptualization of consumer brand relationships.
Findings
The prototype analysis generates a comprehensive list of features of consumer brand relationships that provide a nuanced understanding of the concept. The most typical characteristics of a brand relationship according to consumers are quality, bond, value and joy. Comparing this relationship prototype with existing literature shows that there may be a gap between theory and practice regarding the concept of brand relationship.
Originality/value
The prototypical conceptualization of brand relationships shows which aspects play a role in consumers' most common interpretation of the construct. This provides an opportunity to assess the validity of existing conceptualizations of brand relationships. Knowing which aspects are most relevant for consumers’ brand relationships allows brands to make adjustments as needed and improve at establishing and maintaining relationships with consumers.
Details
Keywords
Ahmed Hamdy, Jian Zhang and Riyad Eid
The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and…
Abstract
Purpose
The main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).
Design/methodology/approach
The conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.
Findings
The study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.
Practical implications
The research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.
Originality/value
This paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.
Details