Search results

1 – 10 of over 34000
Article
Publication date: 1 December 2021

Subhalakshmi Bezbaruah, Amandeep Dhir, Shalini Talwar, Teck Ming Tan and Puneet Kaur

Fake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the…

1312

Abstract

Purpose

Fake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the relationship between fake news and brand reputation remain under-explored. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products.

Design/methodology/approach

The study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response.

Findings

The findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk.

Originality/value

Notably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers.

Details

British Food Journal, vol. 124 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 12 January 2015

Raluca Mogos Descotes and Véronique Pauwels-Delassus

The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name…

2757

Abstract

Purpose

The purpose of this research is to propose and test a model that aims to identify key determinants which could alleviate the loss of brand trust and loyalty caused by brand name change using the resistance to change theory (RCT).

Design/methodology/approach

Because of the causal nature of the research, the quantitative research methodology was considered as best suitable. An online questionnaire was administered on a sample composed of 313 consumers.

Findings

The paper provides empirical insights regarding the fact that consumers’ resistance to the brand name substitution is the main determinant of the transfer of consumers’ trust from the old to the new brand. Finally, loyalty transfer heavily relies on trust transfer.

Research limitations/implications

Because of the convenience sample used, the research results may lack generalisability. Furthermore, researchers are encouraged to test the proposed hypotheses based on different brand name change cases.

Practical implications

The paper includes implications for the alleviation of consumers’ resistance to the brand name substitution, a main determinant for the loss of brand trust and loyalty in the case of brand name change.

Originality/value

This paper fulfils an identified need to study how consumers’ resistance to the brand name change can be diminished. Overall, our research supports the use of the RCT for a better understanding of brand name change-related issues.

Details

Journal of Consumer Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 28 August 2019

Christin Seifert and Wi-Suk Kwon

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in…

2628

Abstract

Purpose

The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing their purchase intention for the brand; and explores a potential moderating effect of mavenism.

Design/methodology/approach

A sample of 237 college students participated in an online survey to report brand-related eWOM stories to which they were exposed and the brand trust change, brand value co-creation behavior and attitude and purchase intention in response to this exposure. The eWOM stories were content analyzed into positive vs negative eWOM. Structural equation modeling was used to test all hypotheses.

Findings

Participants reported a significantly higher level of brand value co-creation engagement behavior and more positive brand value co-creation engagement attitude and brand trust change after seeing a positive (vs negative) brand-related eWOM on SNSs. Brand trust change and value co-creation engagement attitude positively influenced purchase intention. The moderating effect of mavenism was not significant.

Practical implications

Findings suggest that brand marketers should actively monitor and respond to the sentiment of SNS-based eWOMs and establish strategies to encourage consumers to create and share positive eWOMs on SNSs.

Originality/value

This study contributes to closing the empirical gap in SNS-based eWOM research by providing support for brand-related eWOM sentiment as a significant motivational factor triggering consumers’ engagement in brand value co-creation and brand trust change on SNSs as well as purchase intention.

Details

Marketing Intelligence & Planning, vol. 38 no. 1
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 11 May 2015

Richard Lee and Marc Mazodier

This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth…

2565

Abstract

Purpose

This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust.

Design/methodology/approach

An online panel of UK participants reported their perceptions of a French sponsor at three successive points (before, during and at the end of the 2012 London Olympics). Of the 903 respondents at T1, 694 remained at T2 (76.8 per cent) and 577 (63.9 per cent) remained at T3. Another 302 respondents only at T3 controlled for potential mere measurement effects. The data were analysed using LGM techniques.

Findings

Due to sponsorship effects, brand affect and brand trust increased linearly over time. However, consumer ethnocentrism and animosity negatively moderated these increases. Cosmopolitanism enhanced brand affect but not brand trust.

Research limitations/implications

As market globalisation exposes foreign firms to potential backlash from consumer nationalistic orientations towards their products, sponsorship strategies must consider the interplay between these nationalistic sentiments and sponsorship effects. While foreign sponsors are typically preoccupied with determining the fit between their brand and a local event, they must also consider individual-level nationalistic sentiments. The success of companies in foreign markets depends on creating favourable country-directed consumer attitudes.

Originality/value

Beyond demonstrating the application of LGM to individual-level longitudinal analyses, this study extends sponsorship research by considering a previously unexplored area with key academic and managerial contributions, namely, the role of consumer nationalism in sponsorship effects. The strategic uses and outcomes of international sponsorship must be considered in conjunction with consumers’ perceptions of foreign brands from a nationalistic perspective.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 March 2013

Abhishek Dwivedi and Bill Merrilees

Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on…

3494

Abstract

Purpose

Most of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on parent brand‐equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand‐extension feedback.

Design/methodology/approach

Scenario of an Indian product brand hypothetically entering the service sector is chosen as stimulus in the study. A cross‐sectional survey of 327 Generation‐Y respondents is conducted. Structural equation modeling is used for testing the conceptual model.

Findings

The model of brand‐extension feedback fits the data adequately, and five of the six hypotheses are supported. Brand‐extension attitude significantly impacts change in brand‐equity, which is consistent with the extant Western literature. Parent brand trust has a strong impact on change in brand‐equity of a parent brand.

Practical implications

The role and impact of parent brand trust is particularly important in the Asian context. Thus, prior to embarking on a brand‐extension decision, an audit of parent brand trust is recommended. Further, this research opens up newer brand‐extension possibilities for brand managers contemplating brand‐extensions.

Originality/value

This research is a first‐of‐its‐kind from the Asian region (specifically, India) to measure brand‐extension feedback effects on change in brand‐equity of a parent brand. Parent brand trust is introduced as a new antecedent of brand‐extension feedback.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 August 2016

Hong-Youl Ha

This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand

2763

Abstract

Purpose

This study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty.

Design/methodology/approach

Using a longitudinal study of online travel consumers, the author demonstrates that the process of brand evolution is related to the investigation of both temporal and carryover effects.

Findings

The findings show that the effect of the brand personality–brand trust linkage decreases over time and leads to the re-evaluation of three dimensions of brand personality when changes in consumers’ perceptions are involved in brand evaluations. Another interesting finding is that the carryover effects of these three dimensions of brand personality are much stronger and stable than the effects of brand personality and brand loyalty. Furthermore, this research uncovers the important boundary conditions for the effects of brand trust on the brand personality–brand loyalty linkage.

Originality/value

This study contributes to the growing literature on tourism management by examining both temporal and carryover effects and using the longitudinal approach. Thus, our study extends prior findings by examining the dynamics of brand personality as determinants of brand loyalty as they develop over time.

Details

Journal of Services Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 June 2004

Steven A. Taylor, Kevin Celuch and Stephen Goodwin

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most…

50231

Abstract

This study involved a nation‐wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings. The results suggest that industrial equipment marketers may consider moving beyond a focus on satisfaction in relationship marketing strategies toward integrated strategies that foster brand equity and trust in their customer base as well.

Details

Journal of Product & Brand Management, vol. 13 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 5 December 2023

Ting Liu and Minghao Liu

Research to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of…

Abstract

Purpose

Research to date has yet to reach a consensus regarding the role of cross-channel consistency in omni-channel retailing. Therefore, this study aims to clarify the impact of cross-channel consistency on brand trust and loyalty by differentiating four dimensions of consistency (i.e. product, service, price and promotion consistency) and exploring the moderating roles of showrooming and webrooming motivation in these relationships.

Design/methodology/approach

A survey method is used to collect data. A total of 550 valid responses were obtained from multi-channel apparel brands' customers. Hypotheses were tested by employing structural equation modeling and hierarchical multiple regression analysis.

Findings

The results indicate that product and service consistency positively influence brand loyalty via brand trust, whereas price and promotion consistency do not. Furthermore, showrooming motivation negatively moderates the effects of service, price and promotion consistency on brand trust, while webrooming motivation positively moderates the effects of product, price and promotion consistency on brand trust.

Originality/value

This study contributes to the omni-channel retailing literature by examining the effects of different dimensions of cross-channel consistency and the moderating roles of showrooming and webrooming motivation to unravel the contradictions of previous studies. It reveals both the beneficial and dark sides of cross-channel consistency. It also extends the knowledge of brand building and cross-channel behavior in omni-channel retailing.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 7 April 2023

Anwar Sadat Shimul, Anisur R. Faroque and Isaac Cheah

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In…

Abstract

Purpose

This research aims to examine the role of consumers' brand trust and attachment on advocacy intention before and after the occurrence of brand misconduct in retail banking. In addition, the influence of brand attachment on consumers' willingness to switch, advocate for and forgive brands is examined in a post-misconduct scenario.

Design/methodology/approach

Data were collected through a self-administered online survey questionnaire. A total of 304 valid and usable responses from Australian participants were analysed using IBM SPSS 27.0.

Findings

The findings reveal that brand attachment mediates the positive relationship between trust and advocacy intention. Furthermore, brand attachment (1) dilutes consumers' switching intention and (2) strengthens their willingness to forgive the bank after misconduct.

Practical implications

Results suggest that retail banks should create strong brand attachments with their consumers. In addition to brand trust, brand attachment will generate greater advocacy intention among consumers. Moreover, practitioners in retail banking can leverage brand attachment to mitigate the negative impact of brand misconduct.

Originality/value

To the best of the authors' knowledge, this study is the first to examine the impact of brand attachment on the consumer–bank relationship within the context of brand misconduct. The study is also unique in its analysis of the mediating role of brand attachment between brand trust and advocacy. This research further adds to the current literature by suggesting that strong and positive customer connections to the brand facilitate communication and marketing efforts after brand misconduct and that these are effective in maintaining consumer-bank relationship.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 June 2003

James G. Barnes

Examines the nature of meaningful customer relationships to determine what contributes to meaningfulness and to explore ways in which companies can establish more meaningful…

10542

Abstract

Examines the nature of meaningful customer relationships to determine what contributes to meaningfulness and to explore ways in which companies can establish more meaningful relationships with customers. Explores and applies the social psychology roots of the concept of meaning in a customer relationships context. Gleans evidence of meaningful customer relationships from the consumer psychology and marketing literature and from research conducted by the author. Examines situations where a company or a brand clearly occupies an important place in the life of a customer and discusses the characteristics of such relationships. Examines the factors that contribute to meaningful customer relationships. Looks at the implications for further customer research and for marketing and brand managers.

Details

Managing Service Quality: An International Journal, vol. 13 no. 3
Type: Research Article
ISSN: 0960-4529

Keywords

1 – 10 of over 34000