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1 – 10 of 491The purpose of this paper is to examine the association between consumers’ emotions towards emerging e-banking technology, perceived risk and subsequent intention to adopt…
Abstract
Purpose
The purpose of this paper is to examine the association between consumers’ emotions towards emerging e-banking technology, perceived risk and subsequent intention to adopt emerging e-banking technology.
Design/methodology/approach
An online questionnaire was used to collect data, which were analysed in a quantitative study. The final sample of 224 educated young consumers, familiar with emerging e-banking technology, allowed testing of the research hypotheses by applying confirmatory factor analysis and structural equation modelling (SEM).
Findings
The empirical results indicate that deterrence emotions and hedonic motivation are associated with consumers’ perceived risk and, subsequently, their intention to adopt emerging e-banking technology. Additionally, analysing the moderating role of hedonic motivation in the association between consumers’ deterrence emotions towards emerging e-banking technology and their perceived risk highlights the significant association of deterrence emotions with perceived risk, regardless of the presence of hedonic motivation.
Originality/value
This study demonstrates the association between consumers’ emotions, perceived risk and subsequent intention to adopt emerging e-banking technology whilst underscoring the importance of distinguishing between different types of emotions and their corresponding appraisals.
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Fernando De Oliveira Santini, Wagner Junior Ladeira, Valter Afonso Vieira, Clécio Falcão Araujo and Claudio Hoffmann Sampaio
The purpose of this paper is to propose a framework to distinguish between various types of antecedents and consequences of impulse buying. The authors tested it using a…
Abstract
Purpose
The purpose of this paper is to propose a framework to distinguish between various types of antecedents and consequences of impulse buying. The authors tested it using a meta-analytical approach.
Design/methodology/approach
The authors examined 12 databases and analyzed 178 relationships in 100 articles. For the quantitative data analysis, the authors used the coefficient of correlation r as a metric to measure the effect size of the studied scope variables.
Findings
The findings of this meta-analysis demonstrated significant relation of antecedents and consequences of the impulse buying behavior, such as consumer impulsiveness (r = 0.464), materialistic consumption (r = 0.344), purchase pleasure (r = 0.270), hedonic value (r = 0.311), income (r = 0.703), gender (r = 0.150), age (r = −0.062), store atmosphere (r = 0.166), decision-making (r = 0.703) and positive emotions (r = 0.323).
Research limitations/implications
This meta-analysis reviewed relationships found worldwide in the literature, expanding and improving the current knowledge. The meta-analysis identified ways that research on impulse buying is lacking and presented suggestions for the elaboration of new studies to allow future researchers to better define their agendas.
Practical implications
This meta-analysis brings important questions, such as impulse buying behavior is associated not only with consumer impulsiveness but also with materialistic consumption.
Originality/value
This research tested the impact of the antecedents and consequences of impulse buying and presented important results through this meta-analytical review. This meta-analysis contributes to the marketing literature, with a set of empirical generalizations, including relationship coefficients and calculated fail-safe numbers.
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Katerina Makri, Karolos-Konstantinos Papadas and Bodo B. Schlegelmilch
The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this…
Abstract
Purpose
The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries.
Design/methodology/approach
Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses.
Findings
Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS.
Practical implications
Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context.
Originality/value
This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.
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It is observed that bank transactions are at the top of the list as consumers' online transactions increase day by day. We assume that creating an emotion-rich experience will be…
Abstract
Purpose
It is observed that bank transactions are at the top of the list as consumers' online transactions increase day by day. We assume that creating an emotion-rich experience will be more effective in ensuring brand awareness, brand associations, perceived quality and brand loyalty, which affect the creation of consumer-based brand value. In this study, it is aimed to determine the relationship of the emotional brand experiences of internet banking users in the brands they use on creating consumer-based brand equity.
Design/methodology/approach
The data in the answers of 484 participants among the 504 people who filled out the questionnaire on social media with the snowball sampling method and were determined to have consistent answers and stating that they used internet banking, were analyzed by SPSS and Structural Equation Modeling (SEM).
Findings
The emotional experiences of internet banking users in Turkey with the internet brand they use have a relationship on all four dimensions (brand awareness, brand loyalty, brand associations and perceived quality) that make up consumer-based brand equity. In this study, the relationship was determined as brand awareness, brand loyalty, perceived quality and brand associations, respectively. The dimensions of the relationship of internet banking users emotional brand experience and consumer-based brand equity were supported.
Research limitations/implications
The research was carried out with internet banking users in Turkey. The results of this research can be compared with studies to be conducted in different countries and with different product brands. In addition, the level of contribution can be increased by investigating the emotional brand experience by comparing positive and negative emotions.
Practical implications
As online connection allowing instant access to unrecognized places and being able to reach brands from long distances instantly makes the emotional experience that can create emotional attachment between the brand and the customer, and brand awareness, brand loyalty, brand association and perceived quality, which are the dimensions of consumer-based brand equity affected by emotional experience, much more important. This importance is increasing day by day as the positive emotional experience to be created in banking services is directly related to access to money. Banking transactions are generally considered as cognitive transactions, and decisions are made and implemented within a cognitive context. However, the findings of this research suggest that decisions should be made and implemented that will enable consumers to gain experiences that can affect their emotions as well as their cognition.
Originality/value
Considering the importance of strategies and tactics that prioritize the creation of consumer-based brand equity in marketing theory, the importance of adding emotional brand experience to these strategies and tactics is supported by the results of this research as originality value. Although the effect of brand experience on consumer-based brand value has been widely researched in the literature, the fact that the effect of brand experience, especially emotional brand experience, on consumer-based brand experience in internet banking transactions has not been sufficiently researched and that this effect has been investigated specifically for Turkey, unlike the literature, increases the original contribution of the research.
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Erose Sthapit, Peter Björk and Senthilkumaran Piramanayagam
This study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and…
Abstract
Purpose
This study aims to explore non-Muslim tourists’ general halal food preferences, motivations for tasting halal food during their recent trips, positive and negative emotions and memorable dimensions associated with their recent halal food experiences after returning from holiday.
Design/methodology/approach
Data were collected using the authors’ personal networks and Amazon Mechanical Turk (MTurk) using a questionnaire. An email containing a link to the questionnaire was sent to the authors’ personal networks and posted on MTurk in January 2021.
Findings
Of the 311 non-Muslim respondents, more than half considered themselves as food neophiliacs and considered halal food experiences as imperative whilst travelling. However, tasting halal food was not a major travel motivation. Novelty and taste were the two main motivations for tasting halal food whilst at a tourism destination. Emotions elicited by halal food experiences focussed on “joy” and “love”. The proposed conceptual framework for memorable halal food experiences comprises several dimensions: taste, spending time with family and friends, novelty, quality and safety, hospitality, ambience (setting/servicescape) and experiencing others’ culture through food.
Originality/value
This is one of the first studies to explore non-Muslim tourists’ motives, emotions and memorable dimensions of halal food experiences.
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Mauricio Santos and Walesska Schlesinger
This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.
Abstract
Purpose
This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.
Design/methodology/approach
Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).
Findings
The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.
Practical implications
In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.
Originality/value
This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.
Propósito
Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar un precio más elevado en las plataformas de servicios de streaming.
Diseño/metodología/enfoque
Un modelo de ecuaciones estructurales (SEM) ha sido utilizado para contrastar el modelo teórico propuesto basándose en datos de 220 suscriptores de una conocida marca de servicios de streaming (Netflix).
Hallazgos
Los resultados revelan que la experiencia de marca y el amor a la marca tienen un impacto significativo y directo en la lealtad a la marca y la disposición a pagar un precio más elevado en el contexto de televisión por streaming. También, el impacto que tiene la experiencia de marca en la lealtad a la marca y en la disposición para pagar un precio más elevado es parcialmente mediado por el amor a la marca.
Implicaciones prácticas
En el contexto de la industria de entretenimiento (televisión por streaming), los gerentes de marca pueden diseñar significativas experiencias que sean capaces de crear fuertes lazos emocionales con sus usuarios, incrementando sus niveles de lealtad y disposición a pagar más. Además, los gerentes de marca deben considerar enfocarse al segmento de consumidores jóvenes, pues ellos tienen más apego a la tecnología que las personas mayores.
Originalidad/valor
Este estudio enriquece la literatura existente sobre experiencia de marca en el sector del entretenimiento televisivo aportando evidencia del rol de la experiencia y del amor hacia la marca en la lealtad y la disposición a pagar un precio elevado.
目的:
本研究检验了品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿的影响。
设计/方法/途径:
结构方程模型(SEM)被用来评估本文所提出的理论模型, 该模型的数据来自于一个知名电视流媒体品牌服务方(Netflix)的220名订阅用户。
结果:
本文的结果显示, 品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿有显著的直接影响。同时, 部分品牌体验对品牌忠诚度和高价支付意愿的影响会被品牌喜爱所调节。
实践意义:
在流媒体电视行业中, 品牌经理可以创造更多有意义的体验, 与用户建立强大的情感联系, 从而提高忠诚度和高价支付意愿。同时, 品牌经理应该考虑将他们的工作重点放在年轻消费者身上, 因为他们比老一辈群体对科技有更强的依恋。
原创性/价值:
本文丰富了关于娱乐电视行业品牌体验的现有文献, 并提供证据证明了体验和品牌喜爱对品牌忠诚度和高价支付意愿的作用。
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Muhammad Sabbir Rahman, Md Afnan Hossain, Md Rifayat Islam Rushan, Mohammad Tayeenul Hoque and Hasliza Hassan
This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR).
Abstract
Purpose
This study aims to develop and validate a scale for measuring online fashion brand recognition (OFBR).
Design/methodology/approach
Given the existing literature on brand, multiple stages of studies were conducted as a part of the scale development process. The OFBR scale was validated by a step-by-step process following the scale validation methodology suggested in the specialised literature.
Findings
The results demonstrate the 25 items of five unique factors that form the OFBR construct and confirm the strong validity of the construct. This finding suggests that the five-dimensional approach (online brand familiarity, online visual simplicity, online aesthetic attraction, online brand emotion and online social reputation) plays important role to form OFBR.
Practical implications
A valid and reliable OFBR scale provides a foundation for broadening the understanding on the important constructs that form OFBR, which is essential for online fashion retailing. Knowledge of the crucial antecedents that influence consumers towards online fashion products can enhance marketers’ capability to position their brands towards their target markets.
Originality/value
The relevance of this study lies in validating the scale for measuring OFBR for the first time in the literature on online fashion brand.
Propósito
Este estudio tiene como objetivo desarrollar y validar una escala para medir el reconocimiento de marcas de moda online (OFBR).
Metodología
Partiendo de la literatura de marca, se llevaron a cabo múltiples estudios como parte del proceso de desarrollo de la escala. La escala OFBR fue validada en un proceso de diversas etapas siguiendo la metodología de validación de escalas sugerida en la literatura especializada.
Hallazgos
Los resultados demuestran los veinticinco ítems de cinco factores únicos que forman el constructo OFBR y confirman la validez del constructo. Este hallazgo sugiere que el enfoque de cinco dimensiones (familiaridad con la marca online, simplicidad visual online, atracción estética online, emoción de la marca online y reputación social online) juega un papel importante en la formación de la OFBR.
Implicaciones prácticas
Una escala OFBR válida y fiable proporciona una base para ampliar la comprensión de los constructos importantes que forman OFBR, lo cual es esencial para la venta de moda online. Conocer los antecedentes que condicionan al consumidor al comprar productos de moda online puede mejorar la capacidad del vendedor para posicionar su marca en el mercado objetivo.
Originalidad/valor
El interés de este estudio radica en la validación de la escala para medir la OFBR por primera vez en la literatura sobre la marca de moda online.
Tipo de trabajo
Artículo de investigación
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José Alberto Castañeda García, Andrea Del Valle Galindo and Rocío Martínez Suárez
This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential…
Abstract
Propose
This paper aims to measure the relationship between online experiential marketing (during the purchasing process involving information search and booking) and offline experiential marketing (during the stay) with hotel brand equity. In addition, the study attempts to determine if there is a significant link between the online hotel experience and the subsequent offline hotel stay experience.
Desing/methodology/approach
A self-report survey was conducted in a series of four-star hotels in Granada city. The questionnaire was focused on measuring online experience, offline experience and brand equity. For the analysis of the data, a structural equations model was developed.
Findings
The results suggest that the experience during the hotel stay, contrary to that of the online purchase process, has an influence on hotel brand equity. Nonetheless, the online experience has a significant impact on the hotel stay experience.
Practical implications
This study is of particular utility for hotel management given that, although it is a sector that for several years has integrated experiential marketing in its service strategy, there is little research analyzing the impact of such actions on the variables that are of interest to the hotel.
Originality/value
There are no hotel sector studies that have jointly analyzed the role of the online and offline tourist experience and its role in contributing to brand equity. Recognizing the previous notions will allow hotels to identify where to focus marketing efforts so as to increase brand equity.
Objetivo
Esta investigación pretende medir la relación existente entre el marketing experiencial online (durante el proceso de compra online) y offline (durante la estancia), con el capital de marca del sector hotelero. Además, busca identificar si existe relación significativa entre la experiencia online y la experiencia offline.
Diseño/metodología/enfoque
Se pasó un cuestionario autoadministrado a turistas alojados en hoteles de cuatro estrellas de la ciudad de Granada. El cuestionario medía la experiencia online, la experiencia offline y el capital de marca. Para el análisis de los datos se desarrolló un modelo de ecuaciones estructurales.
Resultados
Los resultados indican que la experiencia vivida durante la estancia tiene influencia en el capital de marca, mientras que la experiencia durante la compra online no presenta relación con el capital de marca. Sin embargo, esta experiencia online tiene impacto en la experiencia vivida durante la estancia.
Implicaciones prácticas
Este estudio es de particular utilidad para la gestión hotelera dado que, aunque el sector desde hace años ha integrado el marketing experiencial en su estrategia de servicio, pocas investigaciones analizan el impacto de dichas acciones sobre las variables que les interesan.
Originalidad/valor
Dentro del sector hotelero no hay estudios que analicen conjuntamente el papel de la experiencia turística online y offline y su papel en la contribución al capital de marca. Este conocimiento permite determinar dónde enfocar los esfuerzos de marketing para aumentar el capital de marca.
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Moreno Frau, Francesca Cabiddu, Luca Frigau, Przemysław Tomczyk and Francesco Mola
Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how…
Abstract
Purpose
Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated in problematic social media interactions and explore their role in IVF.
Design/methodology/approach
By combining a text mining algorithm, nonparametric Spearman's rho and thematic qualitative analysis in an explanatory sequential mixed-method design, the authors (1) categorize customers' comments as positive, neutral or negative; (2) pinpoint peaks of negative comments; (3) classify problematic interactions as detrimental, contradictory or conflictual; (4) identify customers' main positive (joy, trust and surprise) and negative emotions (anger, dissatisfaction, disgust, fear and sadness) and (5) correlate these emotions.
Findings
Despite several problematic social interactions, the same pattern of emotions appears but with different intensities. Additionally, value co-creation, value no-creation and value co-destruction co-occur in a context of problematic social interactions (peak of negative comments).
Originality/value
This study provides new insights into the effect of customers' emotions during IVF by studying the links between positive and negative emotions and their effects on different sorts of problematic social interactions.
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