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Article
Publication date: 18 May 2020

Muhammad Mohsin Butt, Kok Wei Khong and Muhammad Alam

This study aims to establish the psychometric properties of behavioural integrity scale at an organizational level from external stakeholders’ perspective and its…

Abstract

Purpose

This study aims to establish the psychometric properties of behavioural integrity scale at an organizational level from external stakeholders’ perspective and its subsequent influence on consumer trust and commitment with a brand. Moreover, the study also examines how different crisis response strategies moderate the relationship between consumer attributions of the responsibility and corporate brand behavioural integrity in the context of emotional product harm crisis caused by alleged violation of Halal certification by an MNC.

Design/methodology/approach

A quasi-experimental design was applied to test the impact of firm crisis response strategies on its corporate brand behavioural integrity.

Findings

The results provide evidence that behavioural integrity scale can be used to measure consumer perceptions of a corporate brand behavioural integrity. In addition, results indicate that crisis response strategies offer some moderating influence on the relationship between consumer attribution processes and corporate brand behavioural integrity.

Research limitations/implications

Results indicate that existing corporate crisis response strategies are not very helpful in the context of emotional product harm crisis. This study demonstrates that behavioural integrity positively impacts customer relationship-oriented constructs. Furthermore, behavioural integrity scale offers excellent psychometric properties when used at the corporate level.

Practical implications

Organizations can use this proposed conceptual model to monitor and manage behavioural integrity of its corporate brand and its influence on customer-brand relationship constructs.

Originality/value

This study is first of its nature that underscores the importance of measuring and monitoring corporate brand behavioural integrity as a customer trust-building mechanism. It is also the first study that investigates consumer reaction towards alleged brand transgression of its Halal certified product.

Details

Journal of Islamic Marketing, vol. 12 no. 6
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 8 August 2020

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

A crisis can trigger perceptions of corporate brand integrity among different stakeholder groups. However, firms that act swiftly by adopting crisis response strategies appropriate to the context can help mitigate the potential harm to trust and commitment.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 36 no. 9
Type: Research Article
ISSN: 0258-0543

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Article
Publication date: 5 February 2020

Elvira Bolat, Julie Robson, Kokho Jason Sit, Shannon Birch-Chapman, Samreen Ashraf, Juliet Memery and Caroline Jackson

This paper aims to understand consumers’ response to the trust repair mechanisms adopted by corporate brands in a service sector context following prominent trust damaging…

Abstract

Purpose

This paper aims to understand consumers’ response to the trust repair mechanisms adopted by corporate brands in a service sector context following prominent trust damaging organizational transgressions.

Design/methodology/approach

Adopting a qualitative approach, six focus group discussions are used to investigate three high-profile consumer trust erosion cases within the service sector.

Findings

Consumer trust varies by context. Despite the severity of trust damage, corporate brands can recover trust towards their brands amongst consumers not directly affected by transgressions. Not all trust repair mechanisms are equally applicable to all service contexts, and re-branding could be used as a trust repair mechanism. Corporate brands in the service sector should focus on sense-making, relational approaches and transparency. Orchestration of trust repair mechanisms needs to be integrated within the trust rehabilitation processes.

Research limitations/implications

This study illustrates it is important to reconsider trust repair processes to accommodate context and integrate post-transgression consumer research.

Practical implications

Successful corporate brand rehabilitation of consumer trust requires examination of the trustworthiness dimensions consumers express before and after the transgression to select the most appropriate trust repair mechanisms. Findings suggest organizations also have preventative trust repair management programs.

Originality/value

This research is the first to empirically apply the conceptual framework of Bachmann et al. (2015) to explore consumer responses to the trust repair mechanisms adopted by corporate brands by context.

Details

Qualitative Market Research: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 6 November 2007

Tatiana Anatolevena Anisimova

The purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a…

Abstract

Purpose

The purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a significant relationship between consumer‐perceived corporate brand and consumer attitudinal and behavioural loyalty.

Design/methodology/approach

The research is based on a sample of 285 consumers of an automobile manufacturer in Australia. Cronbach alpha and Structural Equation Modelling were used to establish psychometric properties of the corporate brand constructs.

Findings

This paper establishes two groups of corporate brand attributes: corporate and marketing‐level. Corporate‐level dimensions include corporate activities, corporate associations, organizational values, and corporate personality. Marketing‐level dimensions comprise functional, emotional and symbolic brand benefits. The results reveal that corporate values, corporate brand personality and functional consumer benefits are the most critical and consistent predictors of both attitudinal and behavioural loyalty.

Practical implications

Through the comprehensive measurement of the corporate brand impact on both attitudinal and behavioural loyalty, this paper offers insights for designing corporate branding strategies and generating consumer loyalty.

Originality/value

This paper provides empirical validation of the relationship between consumer corporate brand perceptions and consumer loyalty and demonstrates that the influence of each particular corporate brand attribute may be different.

Details

Journal of Consumer Marketing, vol. 24 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 12 March 2018

Xian Liu, Helena Maria Lischka and Peter Kenning

This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the…

Abstract

Purpose

This research aims to systematically explore the cognitive and emotional effects of values-related and performance-related negative brand publicity and investigate how the psychological effects translate into different behavioural outcomes. In addition, it examines the relative effectiveness of two major brand response strategies in mitigating negative publicity.

Design/methodology/approach

Two experimental studies were conducted to test the hypotheses. Study 1 examines the effects of values- and performance-related negative brand publicity, using a 3 (negative brand publicity: values-related vs performance-related vs control) × 2 (brand: Dove vs Axe) between-subjects experiment. Study 2 further compares the effects of two major brand response strategies on consumers’ post-crisis perceived trustworthiness and trust and responses towards a brand involved in negative publicity. A 2 (negative brand publicity: values-related vs performance-related) × 2 (brand response strategy: reduction-of-offensiveness vs corrective action) between-subjects design was used.

Findings

The results suggest that values-related negative brand publicity is perceived as being more diagnostic and elicits a stronger emotion of contempt, but a weaker emotion of pity than performance-related negative brand publicity. Moreover, values-related negative brand publicity has a stronger negative impact on consumer responses than performance-related negative brand publicity. Interestingly, compared to perceived diagnosticity of information and the emotion of pity, the emotion of contempt is more likely to cause differences in consumer responses to these two types of negative brand publicity. Regarding brand response strategy, corrective action is more effective than reduction-of-offensiveness for both types of negative brand publicity, but the advantage of corrective action is greater for the performance-related case.

Originality/value

This research enriches the negative publicity and brand perception literature, showing the asymmetric cognitive, emotional and behavioural effects of values- and performance-related negative brand publicity. It also identifies the psychological mechanisms underlying consumer responses to negative brand publicity, and it provides empirical evidence for the relative effectiveness of two major brand response strategies.

Details

Journal of Product & Brand Management, vol. 27 no. 2
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 31 December 2010

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business…

Abstract

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

Details

Reputation Building, Website Disclosure and the Case of Intellectual Capital
Type: Book
ISBN: 978-0-85724-506-9

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Article
Publication date: 18 May 2021

Jiseon Ahn and Joaquim Dias Soeiro

Although the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility…

Abstract

Purpose

Although the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility (CSR) context. Thus, this study aims to study these CSR attributes and examine its influences on hotel customers’ behaviour.

Design/methodology/approach

This study explores and attempts to distinguish the varying roles of intrinsic and extrinsic CSR attributes. Framed in context of CSR in the hotel industry, the characteristics of CSR practices (e.g. sympathy or rewarding) are hypothesised to lead customers’ motivation to engage in a specific behaviour based on the attribution theory.

Findings

The target population of 150 hotel customers was surveyed, and the results exhibited that the intrinsic and extrinsic attributes of hotel CSR activities increased customers’ purchase intention by improving their level of perceived authenticity. The impact of intrinsic motivation on brand authenticity was found to have a greater influence compared to extrinsic motivation. When customers perceive the authenticity of hotel brands, there is a tendency to exert a positive behavioural intention. However, it was identified that for the hotel industry, only extrinsic motivation had a direct influence on customers’ positive behavioural intention.

Research limitations/implications

The varying roles of the intrinsic and extrinsic attributes of CSR and its impact on customers’ brand authenticity and behavioural intention were identified. Hence, this study conceptually contributes to the existing CSR literature by determining and incorporating the variables that measure the intrinsic and extrinsic attributes of hotel CSR activities.

Originality/value

This study contributes advancements to the hospitality and tourism industry, by expanding the literature to include the identification of significant CSR attributes and strategies that are beneficial, and can be used by companies for their development.

Details

Social Responsibility Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 18 November 2020

Yufan Li, Weichen Teng, Tien-Tien Liao and Tom M.Y. Lin

The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand

Abstract

Purpose

The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.

Design/methodology/approach

A research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.

Findings

In addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.

Research limitations/implications

Potential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findings

Practical implications

While patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.

Originality/value

This study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

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Abstract

Details

Global Leadership Talent Management
Type: Book
ISBN: 978-1-78714-543-6

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Article
Publication date: 30 December 2020

Jing Yang and Ava Francesca Battocchio

This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s…

Abstract

Purpose

This study aims to understand the effects of brands’ transparent communication (i.e. production transparency and cost transparency) on consumers’ perceptions of a brand’s perceived transparency and authenticity, as well as how such perceptions impact consumers’ attitude, trust and behavioral intentions.

Design/methodology/approach

Two between-participants factorial design experiments (n = 176 for Study 1 and n = 169 for Study 2) were conducted to examine consumers’ responses to a brand’s cost transparency and production transparency.

Findings

The results revealed that transparency in the focal brand’s communication of production and cost would increase consumers’ perceptions of the brand’s transparency and authenticity because of its perceived information sensitivity. Such positive effects were found to similarly impact consumers’ attitude, trust and behavioral intention toward the brand.

Practical implications

The results point to the importance of brand transparency in marketing communication, specifically as it pertains to the influence that the inclusion of transparent cost and production information can have on consumers’ perceptions of authenticity, trust and attitude, as well as how these perceptions translate into behavioral intention.

Originality/value

To the best of the authors’ knowledge, this study is among the first to explore the differences between production transparency and cost transparency in influencing consumer responses and the underlying mechanisms. The findings also expand to the literature on brand transparency and brand authenticity.

Details

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

Keywords

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