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1 – 10 of over 8000Shahidul Islam, Mashiat Zahin and Shahida Binte Rahim
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and…
Abstract
Purpose
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.
Design/methodology/approach
This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.
Findings
This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.
Originality/value
This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.
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Khelood A. Mkalaf, Amer A. Kadhum, Rami Hikmat Al-Hadeethi and Ammar Al-Bazi
This study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.
Abstract
Purpose
This study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.
Design/methodology/approach
A comprehensive analysis was conducted to enhance the company’s e-marketing strategies and bolster its reputation in the market. This involved an investigation into key factors of e-marketing risks, such as customer confidence, product quality, marketing fraud, credibility and customer knowledge and proficiency in using online platforms. These factors have directly impacted the company’s reputation, including aspects such as product/service quality, attractiveness, performance and commitment to social responsibility.
Findings
Its finding indicates that customers' lack of confidence in e-marketing has a strong impact on CR, followed by product quality and credibility. The absence of consumer awareness about e-marketing websites and e-fraud frequently negatively affects the organizational reputation.
Practical implications
To enhance the corporation’s reputation, it is recommended that companies provide educational resources on online shopping, including guidance on using the company’s website, comparing prices and other services that facilitate online purchases. This will help to support the credibility of e-marketing and enhance customer trust.
Originality/value
This research is an exploration of how e-marketing has affected a Corporation’s Reputation. It provides modern knowledge about the dynamic interplay between digital strategies and brand perception. Investigating this relationship provides valuable insights into the evolving landscape of consumer trust in the digital age. By analysing the various ways in which e-marketing influences a company’s reputation, innovative approaches can be developed to enhance its online presence and build lasting customer trust.
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Carolina Herrando, Julio Jiménez-Martínez, Maria José Martín-De Hoyos, Kiyoshi Asakawa and Kazuo Yana
Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is…
Abstract
Purpose
Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.
Design/methodology/approach
This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.
Findings
This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.
Originality/value
This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.
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Gobinda Roy, Biplab Datta, Srabanti Mukherjee and Avinash K. Shrivastava
The purpose of this study is to conduct a systematic study of important research trends and published electronic word of mouth (eWOM) studies over the past 20 years in the…
Abstract
Purpose
The purpose of this study is to conduct a systematic study of important research trends and published electronic word of mouth (eWOM) studies over the past 20 years in the emerging economy. This research is designed to identify the key areas of eWOM based on the Antecedents-Consequence-Intervention (ACI) framework. This paper is also aimed to analyze the current research status of each WOM area and critically review each area for developing future research directions.
Design/methodology/approach
616 articles were selected from 112 journals for in-depth review analysis. For the systematic review of articles, an ACI framework was adopted. This paper used systematic review analysis methodology to critically analyze important research studies in each area of the ACI framework with a set of research questions.
Findings
Results identify six significant areas of eWOM, i.e. WOM antecedents, outcomes, senders, receivers, eWOM platform and eWOM management representing the whole environment. The result highlights increasing research interest on mixed eWOM and rich eWOM content and market-level source credibility factors. Research also identifies research gaps based on the ACI framework.
Originality/value
Analyzing the recent trends in the eWOM environment with the SLR approach and linking these trends to the ACI framework with a future research agenda in the emerging market indicated a pioneering attempt in eWOM research.
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Ramesh Kumar, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Komal Dhanda, Raiswa Saha and Richa Dahiya
This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.
Abstract
Purpose
This review aims to synthesize the brand hate literature and suggest directions for future research on brand hate.
Design/methodology/approach
This study adopted an integrative literature review method to synthesize and assess the brand hate literature.
Findings
The synthesis showed that social identity theory, disidentification theory and duplex theory are prominently used in brand hate studies, and a larger portion of brand hate research was conducted in Western countries. Further, brand-related, self-congruity, personal factors, information influence and brand community influence are the major types of antecedents of brand hate which can produce soft or hard consequences. Lexicometric analysis showed causes of brand hate, consumers' negative emotional and behavioral outcomes and community anti-brand behavior as key themes of brand hate research.
Research limitations/implications
The synthesis has followed predefined criteria for the inclusion research papers. Thus, the review is limited to articles that fulfilled the criteria for inclusion.
Practical implications
The finding will help marketers, specially brand managers, craft strategies to handle brand hate.
Originality/value
The brand hate literature is still developing and remains incoherent, suggesting that a synthesized review is needed. This study has systematically reviewed and synthesized the brand hate literature to study its development over time and proposes a framework which provides a comprehensive understanding of brand hate.
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Swapnarag Swain, Charles Jebarajakirthy, Haroon Iqbal Maseeh, Raiswa Saha, Nimit Gupta and Rajni Grover
This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.
Abstract
Purpose
This study aims to systematically review the permission marketing (PM) literature by synthesising research papers in this domain.
Design/methodology/approach
This study adopted a hybrid review method comprising structured literature review and lexicometric analysis.
Findings
This study examines the development of PM research over time in terms of contexts, methods and theories. Further, this review proposes a conceptual framework showing the relationships between the antecedents, mediators, moderator and consequences reported in the PM literature.
Practical implications
This review gives critical insights for implementing permission-based marketing campaigns.
Originality/value
This systematic review synthesised literature on PM domain. Further, this study provides directions with respect to alternative theories, context, characteristics and methods to extend research on this domain.
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This paper aims to illustrate the growing role of robots in the electronics industries.
Abstract
Purpose
This paper aims to illustrate the growing role of robots in the electronics industries.
Design/methodology/approach
Following a short introduction, this paper discusses robotic applications and products in three sectors of the electronics industry: semiconductor processing, printed circuit manufacture and electronic product assembly. Finally, conclusions are drawn.
Findings
The major application in semiconductor manufacture is the handling of silicon wafers during both front- and back-end processes and products include cleanroom certified multi-axis robotic arms, some mounted on mobile platforms, and automated guided vehicles. Applications in printed circuit board production include component handling and insertion, soldering, inspection, testing and packing. These exploit Cartesian, SCARA and six-axis articulated robots and cobots play an important role where automated and manual processes operate in close proximity. Electronic product assembly applications include part handling, soldering, bonding and sealing, screw driving, test and inspection and packaging. Cobots offer the benefits of a small footprint which allows deployment in the often limited space and use in proximity to humans. As yet, robotic assembly of complex electronic products such as smartphones and computers has not been realised for technical reasons.
Originality/value
This study provides a detailed review of robotic products and applications in three key sectors of the electronics industries.
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Abhishek Behl, Vijay Pereira, Nirma Jayawardena, Achint Nigam and Sachin Mangla
This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and…
Abstract
Purpose
This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation capability and environmental and organizational marketing performance through the theory of organizational creativity and the theory of administrative behavior (AB).
Design/methodology/approach
The authors collect data from firms that abide by the ISO 14091 certifications to ensure the proper quality standards. Primary data from 384 firms are used to test the hypotheses. The results would help firms invest in technological solutions by practicing creativity over time. Additionally, the study helps explore how AB is critical in steering technological creativity for making firms climate-conscious.
Findings
The study's findings identified that OC has a positive influence on technological innovation capabilities and environmental innovation capabilities. Technological innovation capabilities have a beneficial impact on environmental sustainability. Environmental sustainability appears to have a substantial correlation with technological innovation skills. Environmental innovation capabilities positively impact environmental sustainability and organizational marketing performance. A moderating effect of gamification on the international dynamic capabilities within a relationship between organizational culture and environmental innovation capabilities exists.
Originality/value
The investigation is confined to understanding how gamification-based and non-gamification-based organizational marketing culture affects innovation capability, environmental sustainability and organizational performance through the lens of theory of organizational creativity and theory of AB.
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Junyun Liao, Jiawen Chen and Fei Jin
Recent years have witnessed the popularity of social free sampling (SFS). That is, firms on social commerce platforms (e.g. Amazon Vine and Pconline Try) offer free sample…
Abstract
Purpose
Recent years have witnessed the popularity of social free sampling (SFS). That is, firms on social commerce platforms (e.g. Amazon Vine and Pconline Try) offer free sample products for consumers' applications, and the selected applicants are required to write a product trial report on the sites as a return. The main advantage of SFS is to leverage users' product trial reports to increase product exposure and attract prospective consumers. Thus, product trial reports play a central role in SFS. Despite that scholars have examined the rating bias of product trial reports in recent years' knowledge concerning how product trial reports influence user (i.e. readers of product trial reports) engagement remains sparse. To address the research gap, this paper aims to examine the drivers of user engagement with product trial reports.
Design/methodology/approach
This study utilized the Poisson regression model to analyze 3,419 trial reports collected from a well-known Chinese SFS site.
Findings
Based on the ELM model, the empirical results indicate that product rating, vividness, opinion balance, and reputation of the trial user are positively associated with user engagement. However, longer reports and reports with higher emotional intensity lead to weaker user engagement. Furthermore, product prices strengthen the positive impact of opinion balance but weaken the positive impact of trial users' reputations.
Originality/value
This study is among one of the first studies to investigate the impact of trial reports on user engagement in SFS. It yields actionable guidelines for SFS campaigns.
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Shahrzad Yaghtin and Joel Mero
Machine learning (ML) techniques are increasingly important in enabling business-to-business (B2B) companies to offer personalized services to business customers. On the other…
Abstract
Purpose
Machine learning (ML) techniques are increasingly important in enabling business-to-business (B2B) companies to offer personalized services to business customers. On the other hand, humans play a critical role in dealing with uncertain situations and the relationship-building aspects of a B2B business. Most existing studies advocating human-ML augmentation simply posit the concept without providing a detailed view of augmentation. Therefore, the purpose of this paper is to investigate how human involvement can practically augment ML capabilities to develop a personalized information system (PIS) for business customers.
Design/methodology/approach
The authors developed a research framework to create an integrated human-ML PIS for business customers. The PIS was then implemented in the energy sector. Next, the accuracy of the PIS was evaluated using customer feedback. To this end, precision, recall and F1 evaluation metrics were used.
Findings
The computed figures of precision, recall and F1 (respectively, 0.73, 0.72 and 0.72) were all above 0.5; thus, the accuracy of the model was confirmed. Finally, the study presents the research model that illustrates how human involvement can augment ML capabilities in different stages of creating the PIS including the business/market understanding, data understanding, data collection and preparation, model creation and deployment and model evaluation phases.
Originality/value
This paper offers novel insight into the less-known phenomenon of human-ML augmentation for marketing purposes. Furthermore, the study contributes to the B2B personalization literature by elaborating on how human experts can augment ML computing power to create a PIS for business customers.
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