Search results

The purpose of this study is to examine how the nature of consumers' relationship with a brand influences brand evangelism, which represents an intense form of brand support behavior. Specifically, the study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors, is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals.

Drawing from prior research on consumer-brand relationships, a framework of brand relationships and brand evangelism is developed. To provide a more robust test of theory, consumers' extraversion, gender, and brand experience are included as control variables. Structural equation modeling is used to test the proposed hypotheses.

The findings reveal that consumer-brand relationships influence brand evangelism, albeit in different ways. Whereas brand trust influences purchase intentions and positive referrals, brand identification influences positive and oppositional brand referrals. Overall, the findings reveal the power of consumer-brand relationships in engendering brand evangelism, relative to other factors such as extraversion, gender, and brand experience.

In today's consumption society, where it is increasingly easier for consumers to demonstrate extreme devotion and derision toward brands, it is important for marketers to understand the drivers of behaviors directed toward brands. This study suggests that marketers can cultivate brand evangelism by building brand trust and brand identification.

Marketing researchers and practitioners are only recently beginning to understand brand evangelism. This study demonstrates that consumer-brand relationships, rather than personality, gender, and usage experience, trigger brand evangelism and offers directions for future researchers to further explicate brand evangelism.

Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the health care service experience. Health care is an intimate service experience and emotions play an integral role in health care decision making. The purpose of this paper is to examine how emotional or affect-based consumer brand relationships are developed for health care organizations.

Empirical evidence from both depth interviews and data garnered from 322 surveys were integrated into a conceptual model. The model was tested using structural equation modeling.

Results indicate that trust, referent influence and corporate social responsibility are key variables in establishing affective commitment in consumer brand relationships in a health care context. Once affective commitment is achieved, consumers may come to identify with the health care provider's brand and a self-brand connection is formed. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth.

The findings provide insight for marketing managers in developing successful branding strategies for health care organizations.

This research examines the advantages of cultivating meaningful brand connections and relationships with consumers in a health care context.

The purpose of this paper is to analyze the effect of consumers’ shopping orientations and income on online auction patronage intentions.

The study collected data using a national sample of 3,000 online auction consumers over the age of 18, who had purchased from internet auction sites eBay, Yahoo, or Bargain Hunter in the previous six months and used structural equation modelling for data analysis.

The results suggest that consumers’ price consciousness shopping orientation, which increases shopping in online stores, decreases patronage intentions towards the online auction site. In addition, the findings indicate that consumers’ search orientation, convenience orientation and income level increase patronage intentions towards the online auction site.

The key theoretical and academic contribution of this study focuses on testing and integrating the shopping orientations literature in the more modern area of online auction retailing. Practitioners also benefit from the findings of the online auction customer motivations captured by this study.

The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase and the intention to provide personal information online.

The study uses an online 2×2×2 between‐subjects factorial experiment design with two vendor trust beliefs levels (high/low), two brand trust beliefs levels (high/low), and two product trust beliefs levels (high/low). Multivariate analysis of covariance, linear regression, and the SOBEL test were used to analyze the hypotheses.

The results suggest that brand trust beliefs affect online intentions, and may be needed to increase online sales. The influence of vendor trust beliefs on online intentions varies with brand trust, beliefs for products and for services is augmented by brand trust beliefs.

The limitations are those typically applied to experimental methodology. Intentions were used as surrogate for behavior, and a fictitious e‐tailer selling two products with fictitious brands was used.

E‐tailers are encouraged to carry reputable brands and prominently display information about these brands on their web sites. This will improve consumers' trust beliefs, increasing conversion rates, and reducing shopping cart abandonments.

The influence of trust beliefs on online behavior, notwithstanding its importance, remains under‐researched. The paper addresses this gap in the literature. Specifically, it addresses the effects of the simultaneous influence of vendor, brand, and product trust beliefs on shoppers' online intentions. And it decomposes online intentions into its components, i.e. intentions to provide personal information and intentions to purchase, to understand these simultaneous effects not addressed before. The results contribute to the growing literature on trust and consumer online behavior.

This study aims to determine whether the communication of Universities in Madrid (Spain) on social networks through their official channels has caused positive results in students’ perceptions of their trust in university institutions during the first semester of the 2020–2021 term and to measure whether the implementation of happiness management strategies in the communication within university governance affected students’ happiness levels, as well as on the recognition of their belonging to the university.

With an exploratory-correlational approach and a quantitative study, this study conducted a statistical-descriptive analysis based on the premise of a general linear regression model with correlations between the variables, using a data collection instrument, whose construct and content validity was previously assessed by experts, which was answered by 564 students of the Degrees in Communication and Marketing from the Complutense University of Madrid, University of La Laguna, and ESERP Business and Law School. The Kaiser-Meyer-Olkin test and Bartlett’s test of sphericity were implemented to analyze the correlation between variables; Cronbach’s alpha coefficient and Pearson and Spearman’s coefficients were also used.

Those students who used social networks to receive news from university institutions about the COVID-19 pandemic deem these channels official, sound and credible. Similarly, the use of official information from university institutions on social networks increases students’ happiness levels.

To the best of the authors’ knowledge, this is one of the first studies aiming to provide scientific evidence of the relationship between happiness management and university governance. This research’s practical implications lead to attributing added value to these types of means for the university governance that seeks students’ happiness.

This paper aims to explore the requirements of organizational knowledge management initiatives using requirements engineering techniques, identifying the optimal techniques configuration and serving as a management tool for knowledge engineers.

The method is selection attributes. Knowledge management enablers are characterized and mapped with the coverage capabilities of requirements engineering techniques, using the attributes of the elicited object and a box-plot analysis. The information is gathered from 280 references, 32 companies and 16 experts in requirements engineering.

Requirements of organizational knowledge management initiatives are got optimally by combining interviews, use cases, scenarios, laddering and focus group techniques. The requirements of structure and processes are more complex to identify, while culture requirements are the best covered.

Knowledge management enablers are analyzed according to the current studies and comprehension of engineering techniques.

Knowledge engineers need to consider the coverage capabilities of engineering techniques to design an optimal requirement identification and meet the objectives of organizational knowledge acquisition initiatives. Requirement engineers can improve the requirements identification by a staged selection process.

The requirements of knowledge management initiatives that impact the community can be identified and traced to ensure the knowledge objectives. Requirements related to culture and people, like shared values, beliefs, and behaviors, are also considered.

To the best of the authors’ knowledge, this is the first study about formal requirement identification of knowledge management initiatives in the organizational context, providing the optimal configuration. A novel staged process is proposed for requirements engineering techniques selection, analyzing the enablers at component level and identifying the attributes associated with the elicited object.

The purpose of this study is to extend previous research by using a longitudinal design to examine the differential contribution of brand understanding (BU) drivers at various moments in the early tenure of service employees. Employee BU is a prerequisite of brand promise delivery among service employees. Previous studies, using cross-sectional samples, established that brand-oriented recruitment, training and leadership are significant BU drivers.

A three-wave survey was collected from a 105-member panel of recent hires at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU was estimated using random coefficients modeling.

Results show a significant positive effect of IBM practices on BU at each point in time; however, despite this, by the seven month milestone, BU is still not fully developed.

As with most organizational longitudinal studies, there was sample attrition because of the high turnover that characterizes the restaurant industry. This attrition is not believed to be correlated with the variables measured in the study.

Managers seeking a differentiated customer experience should not assume new hires attain a good understanding of the service brand even after the first seven months of tenure. Hence, brand training and leadership should extend well beyond this time frame.

This study is the first, as per the authors’ understanding, to use a longitudinal design to model BU as a dynamic variable because it befits the learning trajectories of new employees.

The purpose of this chapter is to analyze the profile of public administration concerning its capacity to authoritatively assign values to a society, and in particular to the political system in Mexico. Many of the recent transformations in the Mexican public administration have occurred in a context in which a democratic opening of the political system has been the main trait of public life. This is the main light under which these changes in Mexico's federal public administration in recent years should be read.

The article explores the structural features of both the government and the federal public administration in Mexico. In particular, the transformation of the administrative apparatus not only in quantitative but also in qualitative terms is explained as a result of a change in the balance between the public and private sectors in recent decades, as well as the experience of the Professional Career Service and its impact on public officials in Mexico. We examine the links of the bureaucracy with political parties and civil society, as well as the political relationships within the public administration itself. We also describe accountability within the federal public administration. We explore recent reform and change processes in Mexico's administrative apparatus. Finally, some considerations are given to the opportunities and challenges facing the contemporary Mexican public administration as a result of having huge problems and at the same time partial solutions.

Based on the knowledge-based theories of the MNC, this research aims to develop and test a holistic model to analyse the relationship between the strategic knowledge management (SKM) processes undertaken by subsidiaries and MNC performance. Additionally, it focuses on determining the impact that the relational context can have on knowledge creation and transfer inside the internal network of an MNC.

The research hypotheses are tested by partial least squares (PLS) with data from a sample of Spanish subsidiaries of foreign multinational firms belonging to high-technology and knowledge-intensive sectors.

The results confirm that: the implementation of a SKM by a subsidiary positively impacts on knowledge creation; the knowledge created by a subsidiary positively influences knowledge transfer, increasing the knowledge existing in the MNC; the knowledge transfer across all MNC units has a positive impact on MNC performance; the subsidiary’s relational context arises as a mediating variable between the knowledge created by a subsidiary and its transfer to the rest of the MNC.

The research proposes a holistic model that contemplates the joint interaction of the variables knowledge creation, knowledge transfer and performance. In addition, the proposed model contemplates the variable SMK of the subsidiary as the beginning of the knowledge creation-knowledge transfer-performance process. Finally, the mediating role of the relational context in the relationship between knowledge creation and transfer is analysed.