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1 – 10 of over 1000Davood Ghorbanzadeh and Atena Rahehagh
Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals…
Abstract
Purpose
Satisfaction and loyalty as vital and strategic concepts in the 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, this study aims 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.
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Michael Boadi Nyamekye, Diyawu Rahman Adam, Henry Boateng and John Paul Kosiba
The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand…
Abstract
Purpose
The purpose of this study is to ascertain the effects of place attachment on brand loyalty. This study further ascertains whether the effects of emotion-based attachment on brand loyalty are stronger for customers who have a positive experience with a restaurant brand. Additionally, the authors investigate whether emotion-based attachment mediates the relationships between identity-based attachments, place dependence and brand loyalty in the restaurant setting.
Design/methodology/approach
The authors administered the questionnaire to customers (diners) of restaurants in Ghana, and they were completed via a paper and pencil/pen approach. The authors tested their hypotheses using structural equation modeling.
Findings
The findings show that identity-based and emotion-based attachment enhances brand loyalty within a restaurant setting. The results also show that place dependence attachment promotes emotional bonding with restaurant brands. The study's findings also show that place dependence attachment does not have a direct and positive significant effect on brand loyalty except when an emotional response is produced.
Originality/value
Place attachment studies in a restaurant setting are rare. This study thus contributes to the place attachment literature in restaurants setting.
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Researches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper…
Abstract
Purpose
Researches on the impact brand equity have grown considerably in recent years, as it has been shown to have significant impact on a company’s financial performance. This paper aims to empirically test the relationships between brand concepts and brand equity, while exploring the mediating roles of emotional attachment and customer commitment.
Design/methodology/approach
The research investigates the effect of brand concept on the customer–brand relationship and brand performance. Additionally, it examines how the relationship between brand concept and brand equity is mediated by customer–brand relationships such as emotional attachment and commitment.
Findings
The results empirically demonstrate the important contribution of the three brand concepts to brand equity. The results empirically demonstrate the important contribution of the three-brand concept to customer commitment and to brand equity that has been predicted by prior research.
Originality/value
The main contribution of this study is to demonstrate the effects of the brand concepts related to aesthetic, functional and symbolic benefits on brand equity. From this, brand equity may be viewed as a link in the path of effects that indirectly connects brand concepts with market performance. Brand concept, emotional attachment and customer commitment are relevant constructs underlying brand equity, and commitment and loyalty are key mediating variables in relational exchanges.
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Mónica Gómez-Suárez and Mónica Veloso
The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the…
Abstract
Purpose
The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand.
Design/methodology/approach
Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM).
Findings
The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment.
Practical implications
By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations.
Originality/value
This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.
Propósito
El objetivo principal de esta investigación es desarrollar un modelo para medir el impacto de la experiencia de marca en la industria hotelera, sobre las recomendaciones boca-oído, teniendo en cuenta el posible rol mediador de la vinculación afectiva con la marca.
Diseño/metodología/enfoque
Los datos se recogieron mediante una encuesta online a 416 clientes de hoteles. La contrastación del modelo propuesto se ha realizado mediante el desarrollo de un modelo con ecuaciones estructurales (SEM).
Hallazgos
Los resultados sugieren que la experiencia de marca en el sector hotelero, es consecuencia de cuatro dimensiones (ubicación, ambiente, personal y web), siendo ubicación, ambiente y personal más influyentes que la web en la generación de experiencias. Se confirma el rol mediador de la vinculación afectiva en la relación entre la experiencia y las recomendaciones boca-oído. No obstante, la experiencia tiene mayor impacto directo que el vínculo afectivo en esta relación.
Implicaciones prácticas
Conocer las dimensiones que integran la experiencia de marca en el hotel, permite a los gerentes diseñar mejores experiencias que impacten a sus huéspedes y consigan y crear fuertes vínculos con ellos, incrementando así las recomendaciones boca-oído.
Originalidad/valor
El presente trabajo enriquece la literatura existente sobre experiencia de marca en el sector turístico y aporta evidencias del rol mediador de la vinculación afectiva. Investigaciones previas han probado que la vinculación es consecuencia de la experiencia, pero no su papel mediador.
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Syed Ali Raza, Komal Akram Khan and Bushra Qamar
The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists'…
Abstract
Purpose
The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.
Design/methodology/approach
Data were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.
Findings
Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.
Originality/value
This study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.
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Luca Frankó, Ajna Erdélyi and Andrea Dúll
The purpose of this paper is to present an environmental psychological case study regarding an office design change. The employees of the researched company had the chance to…
Abstract
Purpose
The purpose of this paper is to present an environmental psychological case study regarding an office design change. The employees of the researched company had the chance to decide whether to stay in the classic open office set-up or to switch to a shared desk supplemented by a one-day-a-week home office possibility. The authors examined the development of participants’ territorial behaviour and place attachment.
Design/methodology/approach
The given organizational situation is a quasi-experimental design; the variables were examined via questionnaire in a longitudinal model. Quantitative measurement was supplemented with focus group discussions.
Findings
The degree of personalization (a type of territorial behaviour) decreased significantly not only among those who lost their permanent workstations – as we expected – but also in the entire population. Workplace attachment stagnated for the entire population, but workstation attachment showed a significant decrease among those who switched to the shared desk.
Research limitations/implications
The limitations and the advantages are also followed by the nature of a case study: high ecological validity with relatively low sample size.
Practical implications
Redesigning an office is never just an economic or interior design issue, but a psychological one. This paper provides practical environmental psychological insights into implementing office designs without permanent individual workstations.
Originality/value
This paper presents the environmental psychological background of shared desk design implementation. The authors point out the significance of repressing personalization behaviour and as per the authors’ knowledge, they are the first to introduce the concept of workstation attachment.
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