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Article
Publication date: 11 September 2023

Davood Ghorbanzadeh

Drawing on the literature on brand–consumer relations in an attempt to apply the concept of brand love to a city tourism destination, this paper aims to explore the antecedents…

Abstract

Purpose

Drawing on the literature on brand–consumer relations in an attempt to apply the concept of brand love to a city tourism destination, this paper aims to explore the antecedents and consequences of city brand love.

Design/methodology/approach

Based on quantitative research and cluster sampling, study data was collected from 330 international tourists who visited six Iran cities. The research model is tested using partial least square structural equation modeling.

Findings

According to the results, city brand attractiveness, city brand identification and memorable city brand experience are the antecedents of city brand love. Moreover, the city brand attractiveness, both directly and indirectly through memorable experiences and identification with the city brand, is one of the antecedents of city brand love. Finally, the results suggest that word of mouth and revisit intention are major behavioral outcomes of city brand love.

Originality/value

By providing a validated conceptual model that traces the antecedents and consequences of city brand love, this study attempts to answer prior calls for examination from the viewpoint of city tourism scholars.

设计/方法/途径

本研究基于定量研究和整群抽样, 研究数据来自访问伊朗六个城市的330名国际游客。研究采用偏最小二乘结构方程模型对研究模型进行了检验。

目的

借鉴品牌-消费者关系的相关文献, 本研究试图将品牌爱的概念应用于一个城市旅游目的地, 探讨城市品牌喜爱的前因和后果。

调查结果

结果表明, 城市品牌吸引力、城市品牌辨识度和令人难忘的城市品牌体验是城市品牌喜爱的前因。城市品牌吸引力通过城市品牌直接或间接通过难忘体验和认同产生, 是城市喜爱的前因。最后, 研究结果表明, 口碑和重访意愿是城市品牌喜爱的主要行为结果。

创意/价值

通过提供一个经过验证的概念模型, 追溯城市品牌喜爱的前因后果, 本研究试图从城市旅游学者的角度回答先前检验的呼吁。

Diseño/metodología/enfoque

A partir de una investigación cuantitativa y muestreo por conglomerados, los datos del estudio se recogieron de 330 turistas internacionales que visitaron seis ciudades iraníes. El modelo conceptual se analizó mediante un modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS).

Objetivo

Basándose en la literatura sobre las relaciones entre marca y consumidor para aplicar el concepto de amor de marca a una ciudad como destino turístico, la presente investigación analiza los antecedentes y las consecuencias del amor de marca de ciudad.

Conclusiones

Conforme a los resultados, el atractivo de la marca ciudad, la identificación con la marca ciudad y la experiencia memorable con la marca ciudad son los antecedentes del amor a la marca ciudad. Adicionalmente, el atractivo de la marca ciudad, tanto directa como indirectamente a través de las experiencias memorables y la identificación con la marca ciudad, es uno de los antecedentes del amor por la marca ciudad. Finalmente, los resultados sugieren que la comunicación boca-oído y la intención de volver a visitar la ciudad son los principales resultados comportamentales del amor de marca de ciudad.

Originalidad/valor

Al proporcionar un modelo conceptual validado que analiza los antecedentes y las consecuencias del amor de marca de ciudad, este estudio trata de responder a las llamadas para su estudio desde la óptica del turismo urbano.

Article
Publication date: 7 September 2022

Davood Ghorbanzadeh and Mohsen Sharbatiyan

Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening…

Abstract

Purpose

Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students’ value co-creation behaviors is limited. University website features are conceptualized as a hierarchical construct with three dimensions: usability, availability and information. This study aims to investigate the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.

Design/methodology/approach

This study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares structural equation modeling was used to test the derived hypotheses.

Findings

The findings of this study indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university’s brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.

Research limitations/implications

This study was conducted in the higher education (HE) sector in one cosmopolitan Iranian city (i.e. Tehran), to which Iranians from other cities travel for studying. Thus, the results of this survey include a variety of subcultures. In the future, a study that incorporates all major metropolitan cities of Iran may increase the generalizability of the findings. Unrelated to the purpose of this study, a future research study may extend the currently studied geographical dimensions and examine the antecedents of university brand reputation across different nations using a cross-cultural approach.

Practical implications

Pragmatically, the findings of this study urge university policymakers, information technology managers and marketers to consider the university website’s unique role in assisting co-creation behavior, which in turn promotes university brand image and reputation in the HE market. One of the ways to assess a university’s brand image and reputation is through the university ranking system. Ascending the ranking system can allow a university to attract qualified students.

Originality/value

These findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation. Also, results revealed that the brand image of universities positively affects brand reputation. This study highlights the importance of national and international rankings of universities and students’ sensitivity to such rankings. Undoubtedly, this is evident in Iranian students’ behavior in selecting their university.

Details

Interactive Technology and Smart Education, vol. 21 no. 1
Type: Research Article
ISSN: 1741-5659

Keywords

Article
Publication date: 18 November 2022

Davood Ghorbanzadeh

This study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad…

Abstract

Purpose

This study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran.

Design/methodology/approach

The study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from the Islamic Azad University of Tehran in Iran. Survey methods were used for data collection. Partial least squares-structural equation modeling was used to test the derived hypotheses.

Findings

The present research findings indicated that website features have a positive effect on fostering value co-creation behaviors (participation and citizenship behavior), and participation behavior, in turn, improves university's brand image and reputation. At the same time, among value co-creation behaviors, citizenship behavior has no impact on the university's brand image. Finally, the brand image formed through website features and participation behavior positively affects brand reputation.

Originality/value

These findings contribute to the marketing literature by empirically validating the three elements in the website features construct, providing intelligence on how website features can drive value co-creation behaviors, brand image and reputation.

Details

Journal of Applied Research in Higher Education, vol. 15 no. 5
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 6 June 2023

Davood Ghorbanzadeh

This study aims to explain the factors associated with receiving a specific brand of COVID-19 vaccine within the framework of the theory of reasoned action (TRA). This study…

Abstract

Purpose

This study aims to explain the factors associated with receiving a specific brand of COVID-19 vaccine within the framework of the theory of reasoned action (TRA). This study extends the TRA with the country-of-origin image (COI), brand image and electronic word of mouth variables.

Design/methodology/approach

This study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling technique tests the proposed hypotheses.

Findings

The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, word of mouth, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.

Originality/value

The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy for this product category and assessing its demand in various markets.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 17 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 6 February 2024

Davood Ghorbanzadeh, Atena Rahehagh and Mohammad Najarzadeh

A university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional…

Abstract

Purpose

A university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran.

Design/methodology/approach

A quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM).

Findings

The findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions.

Research limitations/implications

Current research offers implications for universities that are met with the perpetual challenge of survival in the competitive HE marketplace. Findings from the study not only help build theory on university brand loyalty but also make an essential contribution towards guiding managers in developing effective strategies by building reputation and loyalty by concentrating on the most crucial determinants.

Originality/value

Although research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

Details

Journal of Applied Research in Higher Education, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 2 September 2019

Ehsan Abedi, Davood Ghorbanzadeh and Atena Rahehagh

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals…

3472

Abstract

Purpose

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals and word of mouth (WOM) has thus become an important goal for firms. In addition, mobile social networks have created valuable opportunities for eWOM. People are now able to discuss products and services of brands with their friends and acquaintances. The purpose of this paper is to examine the influence of eWOM information on consumers’ behavioral intentions in mobile social networks.

Design/methodology/approach

This study employed the information adoption model (IAM), theory of reasoned action and social exchange theory to investigate the influence of eWOM information on consumers’ behavioral intentions in mobile social networks. The study used 394 respondents to evaluate the proposed model using SmartPLS software.

Findings

Results show that the quality and credibility of eWOM information has a positive direct effect on perceived information usefulness. Attitude toward eWOM information mediates the influence of perceived information usefulness on information adoption. Also, attitude toward eWOM information has a significant positive influence on behavioral intentions, such as purchase intention and forwarding of eWOM information. However, information adoption does not have any significant relationship with the forwarding of eWOM information.

Research limitations/implications

This study seeks to address the dearth of research in the field of mobile social networks, especially regarding eWOM information. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping-stone for future research in this field.

Practical implications

This research is one of the first studies focusing on the influence of eWOM information, especially in mobile social networks. The research offers comprehensive and empirically validated factors pertaining to eWOM information in mobile social networks. The results of this study may be useful also for practitioners and managers of online companies.

Originality/value

A new eWOM IAM in mobile social networks is proposed based on information characteristics and consumer behavior. The model is validated afterward.

Details

Journal of Advances in Management Research, vol. 17 no. 1
Type: Research Article
ISSN: 0972-7981

Keywords

Article
Publication date: 8 March 2022

Davood Ghorbanzadeh, Rafina Rafkatovna Zakieva, Mariya Kuznetsova, Aras Masood Ismael and Alim Al Ayub Ahmed

The role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels…

1694

Abstract

Purpose

The role of social media in the tourism industry growth cannot be ignored, because today the internet and social media platforms are one of the most popular information channels used by potential tourists and have become one of the main sources of online travel information. This study investigates the role of content cues of tourism information quality provided in Elie Gasht firm's Instagram page on enhancing awareness of the destination brand and forming users' destination image.

Design/methodology/approach

A quantitative research design was used to validate the hypotheses proposed in this research. A survey was deployed using the convenience method among 187 users of Elie Gesht's Instagram page to test the theoretical model. The structural relationships in the research were examined using the partial least squares structural equation modeling.

Findings

The findings of the present research indicated that the content cues of the quality of information provided by the firm have a positive effect on enhancing destination brand awareness and in turn improve affective image and cognitive image. Eventually, the content cues of the quality of information provided by the firm impact the formation of a conative image through the affective and cognitive image of the destination.

Practical implications

Pragmatically, the findings of this study urge policymakers of tourism companies, managers and destination marketers to take into account the special role of the firm's social media in enhancing destination brand awareness, which in turn promotes destination brand image. Therefore, providing empirical evidence on what leads to the promotion of destination brand awareness and different types of image formation of the destination due to information content quality provided by the firm on social media, provides managerial insights for corporate marketers and tourism destinations.

Originality/value

This study contributes to the body of knowledge on the role of quality of tourism information content presented in the firm's social media by providing empirical evidence on enhancing destination brand awareness and destination image formation. It also helps firm managers and planners build their marketing strategies to attract more customers through social media.

Details

Kybernetes, vol. 52 no. 9
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 11 March 2024

Davood Ghorbanzadeh, Atena Rahehagh and Maryam Ghiyasi

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this…

Abstract

Purpose

Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators.

Design/methodology/approach

This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.

Findings

This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings.

Research limitations/implications

This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings.

Practical implications

This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.

Originality/value

This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

Details

Nankai Business Review International, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 20 January 2023

Davood Ghorbanzadeh and Muhammad Salman Shabbir

This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the…

Abstract

Purpose

This study aims to explain the factors associated with receiving a specific brand of Covid-19 vaccine within the framework of the theory of reasoned action. The study extends the theory of reasoned action with the country of origin image, brand image and electronic word of mouth (e-WOM) variables.

Design/methodology/approach

The study is based on a cross-sectional survey conducted among 460 people who received the Sinofarm vaccine. Participants were selected using an online convenience sampling method. The structural equation modeling (SEM) technique tests the proposed hypotheses.

Findings

The results showed that the essential factor associated with the intent to get the Chinese Sinopharm vaccine is the attitude toward the Signopharm vaccine. Also, WOM, subjective norms and brand image are the most critical factors that play a role in forming a favorable attitude toward the Sinopharm vaccine. Finally, the country-of-origin image does not affect attitudes toward the Sinopharm vaccine.

Originality/value

The area of vaccine marketing has been given limited attention in academic literature. This study addresses this area with little research and is greatly attractive to many brands targeting the consumer market. The study results can form a foundation for creating the branding strategy of this product category and assessing its demand in various markets.

Details

Journal of Social Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a…

1932

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

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