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This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.

A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.

Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.

This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.

Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.

The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.

To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.

Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.

This paper aims to explore the matching effect of hospitality brand image (cool vs non-cool) and service agents (Artificial intelligence [AI] vs human staff) on brand attitude, with a focus on assessing the role of feeling right as a mediator and service failure as a moderator.

This paper tested the hypotheses through three experiments and a Supplementary Material experiment, which collectively involved 835 participants.

The results indicated that the adoption of AI by cool brands can foster the right feeling and enhance consumers’ positive brand attitudes. In contrast, employing human staff did not lead to improved brand attitudes toward non-cool brands. Furthermore, the study found that service failure moderated the matching effect between service agents and cool brand images on brand attitude. The matching effect was observed under successful service conditions, but it disappeared when service failure occurred.

The findings offer practical guidance for hospitality companies in choosing service agents based on brand image. Cool brands can swiftly transition to AI, reinforcing their modern, cutting-edge image. Traditional brands may delay AI adoption or integrate it strategically with human staff.

To the best of the authors’ knowledge, this paper represents one of the first studies to address the issue of selecting the optimal service agent based on hospitality brand image. More importantly, it introduces the concept of a cool hospitality brand image as a boundary condition in the framework of AI research, providing novel insights into consumers’ ambivalent responses to AI observed in previous studies.

Tourists’ irresponsible behaviours (e.g. damaging flowers, writing and painting on the walls and throwing waste material in the water and around the sea site) damage the coastal environment. The irresponsible behaviour of tourists has raised concerns about the sustainability of the coastal tourism environment. The purpose of this study is to identify and explain the behavioural patterns of tourists that can influence the environmentally responsible behaviours (ERBs) of tourists, particularly in the context of coastal tourism. The study aims to provide a theoretical and practical explanation of destination image and perceived destination value (PDV) in shaping ERB with the mediating role of destination social responsibility (DSR) among tourists at the coastal touring destination.

The study used a quantitative research design and data were gathered from the five beaches in Karachi. Structured equation model was used to analyse the direct and mediating effect while stepwise regression was used to analyse the moderating effect of DSR. The results of the direct effect showed that cognitive image has a significant effect on the affective image, while the insignificant effect on conative image and ERB. While the affective image has a significant effect on conative and ERB, and finally, results showed a significant effect of conative image on ERB. Results of the study revealed that PDV significantly mediated the relationship between cognitive, affective and conative destination image and ERB. Finally, the study’s results revealed that DSR has significantly moderated the relationship between affective, conative destination image, PDV and ERB.

The results are divided into three categories, direct effect, mediating effect and moderating effect. The results of the direct effect showed that cognitive image has a significant effect on the affective image, while the insignificant effect on conative image and ERB. While affective image has a significant effect on conative and ERB, and finally, results showed a significant effect of conative image on ERB. It is found in the results that PDV significantly mediated the relationship between cognitive, affective and conative destination image and ERB. Finally, the study’s results revealed that DSR has significantly moderated the relationship between affective, conative destination image, PDV and ERB.

First, data has been collected from a single geographic area of Pakistan. Therefore, cross-country data are required to compare the ERB of tourists. Second, only local respondents are considered in the study; future studies may include foreign tourists as well. Finally, data has been collected during one month in summer, which may have measured the experience of only summer. The respondent may have different perceived values and destination images during winter. The future study may split data collection into summer and winter to cover diverse perceptions of tourists.

It is almost impossible for coastal destinations to achieve a competitive advantage without attaining sustainable coastal environments. Clean and green beaches and responsible behaviour towards marine mammals can only be achieved through tourists’ ERB. This study has major contributions towards society by reserving the natural environment of coastal areas.

This research will significantly contribute to the existing literature by extending the ERB knowledge through the theoretical lens of cognitive-affective-conative models and social expectancy theory. Moreover, PDV as a mediator and DSR as a moderator will enhance the understanding of ERB and extend the existing literature. Further research has provided a strong understanding of how cognitive, effective and conative image helps in influencing the ERB of tourists. Moreover, research will benefit destination managers and policymakers to enhance the image and perceived value of touring destinations. Finally, this study is a unique attempt to present a comprehensive model which could be applicable to diverse situations and areas.

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.

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.

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.

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.

This paper aims to analyze the effect of temporal experiences on the visualization of advertising appeals in the banking sector. More specifically, this study investigates the effectiveness of advertising messages that use close-up “vs” long-shot images and influence objective temporality as a driver of visual attention.

One experiment was done through visual attention using an eye-tracking application. This investigation included the participation of 238 volunteers viewing 2 different types of advertising appeals: savings accounts and bank cards. The advertising appeals brought manipulations of close-up “vs” long-shot images.

The authors' findings indicate that close-up images increase visual attention in advertising appeals. On the other hand, the presence of long-shot images reduces visual attention in advertising appeals. Furthermore, the eye-tracking results revealed that long-short images constantly decreased with the passing of objective temporality. In contrast, close-up images had the first moment of increased visual attention levels followed by a fall toward the end of objective temporality.

The manipulation of image format differences can increase attention and memory effects. For this reason, the interaction between objective temporality and close-up “vs” long-shot images must be considered more carefully than has been done so far. This article reflects on this care and points the way to future research agendas.

Intelligent customer service has started replacing human employees in providing services to customers in numerous industries. Based on the expectancy disconfirmation theory, this study explores how different types of anthropomorphic avatar images of the intelligent customer service would affect consumer responses such as the willingness to interact, in the context of a service failure. The underlying mechanism and boundary conditions are also examined.

Two experimental studies were conducted to investigate the effect of the anthropomorphic image of intelligent customer service on consumers' willingness to interact and the potential role of consumer expectation and disappointment, following a service failure (Study 1). The moderating effect of anthropomorphic type was also explored (Study 2).

In the context of a customer service failure, an anthropomorphized intelligent customer service avatar that appeared competent (vs. warm) induced higher customer disappointment. However, if the anthropomorphic avatar had a cartoon-like appearance, the effect of avatar image perception (competent vs. warm) on consumers' willingness to interact diminishes.

This research enriches and expands the literature on interactive marketing and artificial intelligence and provides practical guidance for companies to design or choose avatar images for intelligent customer service.

Artificial intelligence (AI) is experiencing growth and prosperity worldwide because of its convenience and other benefits. However, AI faces challenges related to consumer resistance. Thus, drawing on the user resistance theory, this study explores factors that influence consumers’ resistance to AI and suggests ways to mitigate this negative influence.

This study tested four hypotheses across four studies by conducting lab experiments. Study 1 used a questionnaire to verify the hypothesis that AI’s “substitute” image leads to consumer resistance to AI; Study 2 focused on the role of perceived threat as an underlying driver of resistance to AI. Studies 3–4 provided process evidence by the way of a measured moderator, testing whether AI with servant communication style and literal language style is resisted less.

This study showed that AI’s “substitute” image increased users' resistance to AI. This occurs because the substitute image increases consumers’ perceived threat. The study also found that using servant communication and literal language styles in the interaction between AI and consumers can mitigate the negative effects of AI-substituted images.

This study reveals the mechanism of action between AI image and consumers’ resistance and sheds light on how to choose appropriate image and expression styles for AI products, which is important for lowering consumer resistance to AI.

This study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.

Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design (n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design (n = 220).

The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.

The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.

This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.

This research examined the direct and indirect effect of university social responsibility (USR) on student loyalty through the mediation of service quality and university image.

The sample includes 35 students from Universitas Sarjanawiyata Tamansiswa, a private university, and 74 respondents from Universitas Sebelas Maret Surakarta, a state university, totaling 109 respondents. The data were obtained by sending a questionnaire in the form of Google Docs through the student WhatsApp groups at the universities. Furthermore, the four variable constructs were tested with loading factors to determine reliability, and Cronbach’s alpha was used to determine the construct validity. The research hypotheses were tested via path analysis using the WarpPLS 8.0 statistical tool.

The results showed that the image of the university mediates the relationship between USR and student loyalty. Meanwhile, service quality does not mediate the relationship. The USR had a direct relationship with service quality, university image and student loyalty. The image of the university also had a direct effect on student loyalty, while service quality had an insignificant effect on student loyalty. Therefore, based on the coefficient value, the indirect effect between USR and student loyalty through the image of the university is stronger than the direct effect between USR and student loyalty.

Several previous models examined the relationship between corporate social responsibility (CSR) and consumer loyalty in general, but this research has applications in the education sector with a different concept, namely USR with different measurements.