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Article
Publication date: 2 June 2021

Bingcheng Yang, Hongyan Yu, Yu Yu and Miaoling Liu

Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community…

Abstract

Purpose

Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.

Design/methodology/approach

The survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.

Findings

The results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.

Research limitations/implications

On the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.

Practical implications

This paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.

Originality/value

First, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Details

Marketing Intelligence & Planning, vol. 39 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 26 September 2018

Ann Veeck, Hongyan Yu, Hongli Zhang, Hong Zhu and Fang (Grace) Yu

The purpose of this study is to explore the association between eating patterns, social identity and the well-being of adolescents via a mixed methods study of Chinese…

Abstract

Purpose

The purpose of this study is to explore the association between eating patterns, social identity and the well-being of adolescents via a mixed methods study of Chinese teenagers. The specific research questions presented in this study are as follows: What is the relationship between social eating and well-being? How is the relationship between social eating and well-being mediated by social identity?

Design/methodology/approach

This study is based on a sequential mixed methods study, including interviews with 16 teenage–parent dyads, and a large-scale survey of over 1,000 teenagers on their eating patterns, conducted with the support of public schools. A model that tests relationships among social eating, social identity and subjective well-being is developed and tested.

Findings

The results show that dining with family members leads to improved subjective well-being for teenagers, through a partial mediator of stronger family identity. However, dining with peers is not found to influence subjective well-being.

Research limitations/implications

The privileged position of family meals demonstrated through this study may be an artifact of the location of this study in one Chinese city. Further research is needed related to the connections among social identity, objective well-being and the social patterns of teenagers’ food consumption behavior.

Practical implications

To improve the subjective well-being of teenagers, families, public policy-makers and food marketers should support food consumption patterns that promote family meals.

Originality/value

While many food-related consumer studies focus on the individual, social and environmental influences of food choices of adolescents, few studies address how eating patterns affect overall well-being. These results reinforce the importance of understanding the effect of the social context of teenagers’ eating patterns on health and well-being.

Details

European Journal of Marketing, vol. 52 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 April 2020

Wenhao Song, Hongyan Yu and Hui Xu

Green human resource management (GHRM) is critical to enhancing the ability of the companies' green innovation, but this link is rarely explored or empirically tested in…

1481

Abstract

Purpose

Green human resource management (GHRM) is critical to enhancing the ability of the companies' green innovation, but this link is rarely explored or empirically tested in the literature. Drawing upon human capital theory, the study examines a conceptual model that incorporates the effects of green human capital and management environment concern.

Design/methodology/approach

Data were collected from 143 firms in China, and the regression analysis and bootstrapping test were used to assess the hypothesis.

Findings

Our findings indicate that GHRM can positively influence green innovation, and green human capital mediated the link between GHRM and green innovation. In addition, management environment concern moderates the effect of GHRM on green human capital. The results further explore that the indirect effect of GHRM on green innovation through green human capital is significant for the firms with a high management environment concern, but not for this relationship with a low management environment concern.

Originality/value

The findings further extend the scope of GHRM research, and theoretical and practical implications of GHRM are presented to enhance environment sustainability.

Details

European Journal of Innovation Management, vol. 24 no. 3
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 6 November 2019

Hongyan Yu, Rong Liu and Daowu Zheng

With the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous…

Abstract

Purpose

With the rapid development of information technologies and the internet, firms have increasingly focussed on customer interactions to realise value co-creation. Previous studies have empirically examined interaction orientation, but their measurements have been derived from goods-dominant logic and have not explained the mechanism of value co-creation. The purpose of this paper is to propose an operational definition and define the dimensions of interaction orientation based on value co-creation theory (IOVCC), and then develop a scale for it.

Design/methodology/approach

In this study, data were collected from employees via three questionnaire surveys, and then analysed using exploratory factor analysis and confirmatory factor analysis.

Findings

The findings are as follows: IOVCC represents a firm’s implementation of a set of marketing actions aimed at inserting the firm into its customers’ daily life practices and co-creating value with the customers. The construct of IOVCC consists of five behavioural dimensions: “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. The measurement scale for IOVCC has acceptable levels of reliability, content validity, convergent validity, discriminant validity and nomological validity.

Originality/value

This study enriches the literature on value co-creation theory by revealing the process and actions of co-creating value. It also contributes to the understanding of service touchpoints by highlighting the interaction quality of touchpoints. In addition, the authors have developed a reliable and valid scale for IOVCC, thereby facilitating the measurement of a firm’s implementation of the “value co-creation” business philosophy.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 9 November 2015

Hongyan Yu, Ann Veeck and Fang (Grace) Yu

This study aims to, with family structures in urban China becoming increasingly diverse, examine how and to what extent the characteristics of everyday family meals relate…

1380

Abstract

Purpose

This study aims to, with family structures in urban China becoming increasingly diverse, examine how and to what extent the characteristics of everyday family meals relate to the establishment and strengthening of a collective sense of the Chinese family. Integrating ritual and family identity theories developed through studies conducted in the West, the research explores the relationship between family identity and the major dimensions that characterize ritualistic practices through an examination of family dinners in a non-Western context.

Design/methodology/approach

The mixed-method approach combines a qualitative phase (focus groups and interviews) with a large-scale survey of households (n = 1,319) in four Chinese cities.

Findings

The results find a positive relationship between family identity and commitment to family meals, as well as continuity promoted through family meals, at a 99 per cent confidence level.

Research limitations/implications

One important research limitation is that the sample was limited to four cities. In addition, it is difficult for quantitative measures to capture the richness of emotionally and symbolically laden constructs, such as communication, commitment, continuity and family identity.

Practical implications

The results provide insights into the meanings of family meals in China. With over one-third of household expenditures spent on food in Chinese cities, the formulation of brand positions and promotions can be informed through a greater understanding of the influence of family dynamics on food consumption.

Social implications

The findings indicate that, within China’s dynamic environment of changing family values, strengthening the ritualistic characteristics of everyday family activities, such as family meals, can lead to an increase in a collective sense of family.

Originality/value

The study demonstrates under what conditions, within this rapidly changing socioeconomic environment, the family dinner provides stability and a sense of unity for Chinese families. In China, a trend toward individualization is accompanied by a deep-seeded sense of obligation toward family that exerts an important influence on meal composition and patterns.

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 November 2014

Ann Veeck, Fang Grace Yu, Hongyan Yu, Gregory Veeck and James W. Gentry

– This study aims to examine the major influences of food choices of Chinese teenagers within a dynamic food marketing environment.

1325

Abstract

Purpose

This study aims to examine the major influences of food choices of Chinese teenagers within a dynamic food marketing environment.

Design/methodology/approach

The paper reports findings from semi-structured interviews with high school students which examine teenagers’ guidelines for selecting food, along with their actual eating behavior.

Findings

The results reflect on how four major influences – personal, family, peer and retailer – may intersect to affect the eating behaviors of Chinese adolescents, as they navigate an intense education schedule during a time of rapidly changing cultural values. Different norms of food choice – nutrition, food safety, taste, body image, price, convenience, sharing, friendship and fun – are evoked according to the social context and concurrent activities of the teenagers.

Social implications

The findings offer tentative insights related to the potential for promoting healthier eating habits for adolescents in urban areas of China.

Originality/value

The study demonstrates how, within this rapidly changing food environment, food retailers are creating alliances with teenagers to meet needs of convenience, speed, taste and social interaction.

Details

Young Consumers, vol. 15 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 9 November 2015

Yuri Seo, Angela Gracia B. Cruz and Kim-Shyan Fam

– The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

2568

Abstract

Purpose

The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing.

Design/methodology/approach

This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an integrative summary of the special issue and develops several key themes for future research.

Findings

Food consumption plays a central role within Asian cultures and markets. Thus, understanding Asian perspectives and contexts provides an important complement and contrast to current theories of food consumption and marketing that have been primarily sited in North American and European contexts. In particular, the complex multiplicity of Asian consumer cultures creates dynamic heterogeneity within Asian food markets.

Research limitations/implications

Although food consumption plays a central role in Asian consumer cultures, extant theory regarding Asian food consumption and marketing is still in its infancy. We highlight important developments in this area that suggest a path for future work.

Originality/value

The authors make three contributions to the literature on food consumption and marketing. First, while engaging with these questions, this issue points to the importance of Asian cultural perspectives into the marketing literature on food consumption. Second, through the articles of this special issue, we trace the relationships between food consumption practices, marketing practices and cultural multiplicity in Asian contexts. Finally, we draw the threads together to provide directions for future research in this area.

Details

Journal of Consumer Marketing, vol. 32 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 10 June 2021

Taiwen Feng, Hongyan Sheng and Minghui Li

Based on resource dependence theory and transaction cost economics this study explores how green customer integration (GCI) affects financial performance via information…

Abstract

Purpose

Based on resource dependence theory and transaction cost economics this study explores how green customer integration (GCI) affects financial performance via information sharing and opportunistic behavior, and the moderating effects of dependence and trust.

Design/methodology/approach

This study develops a theoretical model and tests it using data from two-waved survey data of 206 Chinese manufacturers. The hypotheses were tested using hierarchical linear regression analysis.

Findings

The results show that GCI has a significant and positive impact on information sharing, but its impact on opportunistic behavior is insignificant. Notably, information sharing has a significant and positive impact on financial performance, while opportunistic behavior has an insignificant impact on financial performance. In addition, dependence negatively moderates the impact of GCI on information sharing and positively moderates the impact of GCI on opportunistic behavior. Trust negatively moderates the impact of GCI on opportunistic behavior.

Originality/value

Although GCI has received widespread attention, how it affects a firm's performance remains unclear. Most previous studies have focused only on its bright side and ignored its dark side. This study highlights how GCI affects financial performance through information sharing and opportunistic behavior, and the moderating effects of dependence and trust. This enriches the understanding of how and under what conditions GCI affects a firm's performance.

Details

Business Process Management Journal, vol. 27 no. 5
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 13 November 2018

Daniela Pirani, Benedetta Cappellini and Vicki Harman

This paper aims to examine how Mulino Bianco, an iconic Italian bakery brand, has reshaped the symbolic and material aspects of breakfast in Italy, transforming a…

Abstract

Purpose

This paper aims to examine how Mulino Bianco, an iconic Italian bakery brand, has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion.

Design/methodology/approach

A socio-historical analysis of the iconisation process has been undertaken with a framework for investigating the symbolic, material and practice-based aspects of the brand and their changes over time. Archival marketing material, advertising campaigns and interviews with brand managers constitute the main data for analysis.

Findings

Three crucial moments have been identified in which the brand articulates its relationship with the practice of breakfast. During the launch of the brand, the articulation was mainly instigated via the myths of tamed nature and rural past and the material aspect of the products reinforced such an articulation. In the second moment, the articulation was established with the brand’s materiality, emphasised through the use of promotional items targeting mothers and children. In the last phase, a cementification of the articulation was achieved mainly via the symbolic aspect of the brand – communicating Mulino Bianco as emblematic of a new family life in which the “Italian breakfast” was central.

Originality/value

Theoretically, this paper advances the understanding of the pervasive influence of brands in family life, showing how they do not simply reshape existing family food practices, rather they can re-create new ones, investing them with symbolic meanings, anchoring them with novel materiality and equipping consumers with new understandings and competences.

Details

European Journal of Marketing, vol. 52 no. 12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 20 September 2019

Hongyan Zhou and Chia-Ching Tu

This paper aims to reveal the current status of China university teachers’ learning content focus (LCF) and collaborative learning (CL) and empirically examine the…

Abstract

Purpose

This paper aims to reveal the current status of China university teachers’ learning content focus (LCF) and collaborative learning (CL) and empirically examine the influential effects LCF and CL play on individual pursuit of lifelong learning (LLL) by investigating the mediating role of individual psychological empowerment (PE).

Design/methodology/approach

Descriptive analysis and structural equation modeling (SEM), including exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and path analysis, are conducted.

Findings

The results of this study indicate significant direct impacts of LCF, CL and PE on university teachers’ LLL. LCF shares significant positive relationship with PE, validating the mediating role of PE between LCF and LLL. University teachers show their consciousness of learning required in professionalism and willingness to keep learning. However, the four major discrepancies: Lifelong Learning Process (LLLP) vs Lifelong Learning Behavior (LLLB), focus of professional promotion system vs that in LCF, lower levels in Self-determination and Impact (in PE) and less external partnerships, indicate the gaps between learning supports provided by university and policy designing in promoting LLL.

Originality/value

This study emphasizes the LLL ideology in professional development. Emphasis on university teachers’ learning within specific professional development contexts would encourage researchers to pay more attention to context-relevant factors enhancing LLL. And the four major discrepancies identified in this study deserve further investigations.

Details

Journal of Workplace Learning, vol. 31 no. 7
Type: Research Article
ISSN: 1366-5626

Keywords

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