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Article
Publication date: 1 January 2015

Dongfeng Liu

Using Shanghai F1 as an example, this research seeks to examine the impact of mega-events on host city image from the perspective of international students. Leisure facilities and…

Abstract

Using Shanghai F1 as an example, this research seeks to examine the impact of mega-events on host city image from the perspective of international students. Leisure facilities and service were the most positive image impact perceived by the respondents, followed by affective city images as well as opportunities and convenience. International students tended to disagree that F1 would result in any crime and security problems and were unsure about any negative impact on environment and daily life. Some of the image factors were significantly related to intention to work in the city or the willingness to recommend the city.

Details

International Journal of Sports Marketing and Sponsorship, vol. 16 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 November 2021

Shivam Rai and Preeti Narwal

Pay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference…

Abstract

Purpose

Pay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference price (ERP) on customers' price decisions and payments. The current research examines the influence of ERP presence, salience and understanding at the seller level by analysing customers' perceptions of seller price image dimensions and purchase intentions.

Design/methodology/approach

Study 1 tests the impact of ERP presence and salience in controlled lab settings while Study 2 takes this investigation further by including the moderating effect of ERP understanding on seller price image dimensions and purchase intentions in online settings.

Findings

Results illustrate the positive impact of ERP presence on all seller price image dimensions excluding the perceived price level. Perceived price fairness mediates the impact of ERP presence on perceived value. ERP salience positively impacts price processability. ERP presence and salience attached to it positively impact customers' purchase intentions through seller price image dimensions.

Originality/value

This is possibly the first paper to investigate the ERP effect on seller price image dimensions in a PWYW context that lacks fixed posted prices.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 8
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 10 August 2020

Yinghui Zhang, Euisoo Kim and Zunming Xing

Image congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral…

1083

Abstract

Purpose

Image congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral components in the context of sport tourism remain few. Therefore, this study aims to investigate the relationship among image congruence between sport event and host city, spectators' attitude toward the event and city and their intention to revisit and recommend the event and city. A mediating role of attitude in the relationship between image congruence and behavioral intention was also examined.

Design/methodology/approach

The study selected non-local spectators of the F1 Chinese Grand Prix and Shanghai ATP Masters 1000 as the participants. A total of 491 valid questionnaires were obtained from the survey of two events, including 222 from F1 Chinese Grand Prix and 269 from Shanghai ATP Masters 1000. Among respondents, 360 were Chinese spectators from other regions (73.3%) and 131 were international spectators (26.7%). The data were analyzed via descriptive statistics, correlations, factor analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), hierarchical regression analysis and ANOVA.

Findings

The results showed that image congruence between sports event and host city had a positive impact on spectators' attitude toward and intention to recommend the city; but it had no significant impact on attitude toward event, intention to revisit and recommend the event and intention to revisit the city. Attitude toward event had a positive impact on intention to revisit and recommend the event, and attitude toward host city had a positive impact on intention to revisit and recommend the city. In addition, attitude toward host city fully mediated the relationship between image congruence and intention to recommend the city.

Originality/value

The current study provides a meaningful contribution to the existing literature by examining the impact of image congruence on spectators' attitudinal and behavioral components in the context of sport tourism.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 29 May 2009

Ike‐Elechi Ogba and Zhenzhen Tan

Whereas there is a growing recognition of the relevance of brand image to the success of market offering and organisation, as indications suggests that a good brand image can…

17449

Abstract

Purpose

Whereas there is a growing recognition of the relevance of brand image to the success of market offering and organisation, as indications suggests that a good brand image can enhance customer experience and satisfaction for long‐term commitment. Evidences suggest limited study on the impact of brand image on key marketing and organisational components, including the impact of brand image on customer loyalty and commitment. The purpose of this study is, therefore, to examine how brand image can influence customer loyalty as well as impact on customer commitment to market offering within Chinese mobile phone market.

Design/methodology/approach

A quantitative approach was employed, using 26‐item, 7‐point Likert scaled questionnaire administered to 250 participants with 40 percent usable response rate. Data was analysed using exploratory factor analysis, Cronbach α internal consistency, ANOVA and correlation analysis for scale suitability, usability, reliability and test of association.

Findings

The outcome from the study was the reduction of 26‐25 scale items and high reliability of scale items at 0.942αs for further studies. Further behavioural analyses show that brand image have positive impact on customer expression of loyalty and commitment to market offering.

Originality/value

The outcome from this study concludes that brand image can positively influence customers' loyalty to a market offering and possibly boost customer commitment. The study identifies the degree of the relevant of brand image and its impact on organisations and their market offerings. The study suggests that good brand image should positively impact on customers' loyalty, which at long run should also influence customer perceived quality, enables satisfaction and should also influence to a greater degree the extent to which customers are willing to express commitment to such offering for sustainable profit. The limitations of the study are also explored in terms of the generalisation of the study, with the implications of the study further identified.

Details

Journal of Technology Management in China, vol. 4 no. 2
Type: Research Article
ISSN: 1746-8779

Keywords

Article
Publication date: 17 April 2009

Nizar Souiden and Frank Pons

This paper aims to examine the impact of recall crisis management on the manufacturer's image, consumers' loyalty and future purchase intentions. More specifically, this research…

14152

Abstract

Purpose

This paper aims to examine the impact of recall crisis management on the manufacturer's image, consumers' loyalty and future purchase intentions. More specifically, this research aims to clarify the types of recall strategies that companies put forward, as well as their impact on consumers' behaviors and perceptions of the manufacturer's image.

Design/methodology/approach

The current study focuses on vehicle users who have either experienced automobile recalls or heard them discussed. Data were collected via car‐related web sites. The final sample comprises 573 people. The direction and strength of the relationships between various consumers' attitudes toward the different recall methods and their purchase intention are assessed through structural equation modeling (SEM).

Findings

Results show that recalls contested by manufacturers have a significant negative impact on manufacturers' image, as well as on consumers' loyalty and purchase intentions. On the other hand, voluntary recalls or improvement campaigns have a significant positive impact on the manufacturer's image, as well as consumers' loyalty and purchase intentions.

Research limitations/implications

Proactive strategies are the best solution to avoid a loss in consumer loyalty to the manufacturer during a recall crisis. In the contrary, manufacturers' adoption of reactive strategies harms their image, as well as consumers' loyalty. This translates into a negative impact on future purchase intentions and manufacturers' market share. This study concludes by recommending appropriate strategies to limit possible negative effects of product recalls.

Research limitations

Some variables (such as media, the degree of severity of recalls and the frequency of recalls) are not investigated in this study. Additionally, the research is limited to the automobile industry. Other industries that also experience recalls (such as the pharmaceutical industry) might be considered in future research in order to confirm the consistency of the research findings.

Originality/value

The approach adopted by the current research is relatively different from earlier studies that directly link the types of recalls to the danger perceived by consumers that in turn affects their purchase intentions. In the current study, recalls indirectly impact purchase intentions principally via the manufacturer's image and brand loyalty. Additionally, the originality of this research stems from the fact that the manufacturer's image is considered as part of the changeable legacy of the company that itself may be affected by the “crisis situation,” not a stable asset.

Details

Journal of Product & Brand Management, vol. 18 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 March 1998

Tor Wallin Andreassen and Bodil Lindestad

Based on theory from consumer behavior and cognitive psychology, the purpose of this paper is to discuss and test corporate image and customer satisfaction as two routes to…

48855

Abstract

Based on theory from consumer behavior and cognitive psychology, the purpose of this paper is to discuss and test corporate image and customer satisfaction as two routes to customer loyalty. Based on data from 600 individual customers categorized as having high or low service expertise of three companies within the package tour industry, a conceptual model is proposed and tested empirically using structural equation modeling. The data used in the study are included in The Norwegian Customer Satisfaction Barometer. The paper concludes by claiming that for complex services, corporate image and customer satisfaction are not two separate routes to customer loyalty. Corporate image impacts customer loyalty directly whereas customer satisfaction does not. This finding was consistent with high and low service expertise. These results challenge the disconfirmation paradigm which predicts customer satisfaction as the primary route to customer loyalty. From a managerial perspective, information regarding the relative strength of the two routes is vital with regard to resource allocation in order to improve customer loyalty.

Details

International Journal of Service Industry Management, vol. 9 no. 1
Type: Research Article
ISSN: 0956-4233

Keywords

Article
Publication date: 1 April 2013

Liu Dongfeng

Existing literature reports the positive image impact of major sports events on sport tourists. This paper empirically tests the image impact of an overall sports events…

1298

Abstract

Existing literature reports the positive image impact of major sports events on sport tourists. This paper empirically tests the image impact of an overall sports events initiative on a host city, and on intention to revisit from the perspective of general international tourists. The findings show that major sports events, in general, can be useful in reaching out to tourists. However, it questions the utilisation of sports events in destination marketing to general tourists - as awareness of sports events actually depresses tourism atmosphere and service image, as well as the overall destination image. Practical implications and future research are suggested.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 30 June 2021

Grazia Murtarelli, Stefania Romenti and Chiara Valentini

Online images can convey sensory-based elements affecting digital users' emotions and digital engagement. The purpose of this study is to investigate which image-based features…

Abstract

Purpose

Online images can convey sensory-based elements affecting digital users' emotions and digital engagement. The purpose of this study is to investigate which image-based features are more effective in conveying and stimulating particular emotions and engagement towards organizations operating in the food industry.

Design/methodology/approach

An online experimental survey was implemented. Two image-based features, narrativity and dynamism were chosen. The stimuli comprise four images, one with high and one with low level of narrativity, and one with high and one with low dynamism, published by a food company on its official Instagram account. Food-identity, emotional appeals and digital visual engagement behaviours were measured. A total of 141 students between 19 and 25 years old of a European University completed the questionnaire. Data was analysed through SPSS software using t-test analysis.

Findings

Results show that both narrativity and dynamism impact digital users' emotions and it was found to impact digital visual engagement attitude. Food involvement was measured in terms of food identity impact the effects of specific image-based features on emotions and visual engagement.

Research limitations/implications

The study focuses on only two visual social semiotics features – narrativity and dynamism – and therefore, only partially captures the potentialities of images in digital communications.

Practical implications

This study provides professionals with empirical evidence and insights for effectively planning a visual social media strategy.

Originality/value

This paper contributes to the stream of research in social media communications by investigating the visual social semiotic features of images published online by a food company.

Details

British Food Journal, vol. 124 no. 1
Type: Research Article
ISSN: 0007-070X

Keywords

Book part
Publication date: 11 June 2009

Anca E. Cretu and Roderick J. Brodie

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The…

Abstract

Companies in all industries are searching for new sources of competitive advantage since the competition in their marketplace is becoming increasingly intensive. The resource-based view of the firm explains the sources of sustainable competitive advantages. From a resource-based view perspective, relational based assets (i.e., the assets resulting from firm contacts in the marketplace) enable competitive advantage. The relational based assets examined in this work are brand image and corporate reputation, as components of brand equity, and customer value. This paper explores how they create value. Despite the relatively large amount of literature describing the benefits of firms in having strong brand equity and delivering customer value, no research validated the linkage of brand equity components, brand image, and corporate reputation, simultaneously in the customer value–customer loyalty chain. This work presents a model of testing these relationships in consumer goods, in a business-to-business context. The results demonstrate the differential roles of brand image and corporate reputation on perceived quality, customer value, and customer loyalty. Brand image influences the perception of quality of the products and the additional services, whereas corporate reputation actions beyond brand image, estimating the customer value and customer loyalty. The effects of corporate reputation are also validated on different samples. The results demonstrate the importance of managing brand equity facets, brand image, and corporate reputation since their differential impacts on perceived quality, customer value, and customer loyalty. The results also demonstrate that companies should not limit to invest only in brand image. Maintaining and enhancing corporate reputation can have a stronger impact on customer value and customer loyalty, and can create differential competitive advantage.

Details

Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises
Type: Book
ISBN: 978-1-84855-671-3

Article
Publication date: 3 November 2021

Nahid Izadpanah Mehrkish and Susan B. Grant

Researchers have long been interested in how the psychology of senior managers affects their behaviours. This paper aims to present the results of a questionnaire into how…

1029

Abstract

Purpose

Researchers have long been interested in how the psychology of senior managers affects their behaviours. This paper aims to present the results of a questionnaire into how positive self-image influences how well senior managers in UK manufacturing organisations support the implementation of management information system (MIS). This study developed two scales, one to measure senior managers’ attitudes and the other to measure support of MIS implementation. It also sought to investigate the impact of senior managers’ positive self-image on their support of MIS implementation in UK manufacturing organisations.

Design/methodology/approach

The authors tested the hypotheses on a data set of 400 senior managers from UK manufacturing organisations. Two unidimensional scales to measure senior managers’ attitude and support level towards MIS implementation were developed. Exploratory factor analysis (EFA) was used to validate the scales. The study also examined the impact of senior managers’ positive self-image on their attitude and support from the perspective of UK manufacturing organisations by using structural equation modelling.

Findings

The study found that senior managers’ positive self-image is a significant contributing factor to their attitude. Also, senior managers’ attitude has a strong positive impact on their support in the MIS implementation process. A strong mediating relationship was found to exist between senior managers’ positive self-image and support through their attitude towards MIS implementation.

Originality/value

Although past literature has examined the importance of senior managers’ attitude and support in successful MIS implementation, there has been no specific scale around management support and attitude towards MIS implementation developed to date. Thus, a contribution of this study is its development of two new scales based on a survey of senior managers of UK manufacturing organisations. The scales can be used to evaluate senior managers’ perception towards MIS implementation and the support they are willing to give whilst implementing MIS. Another contribution of this study is the analysis of positive self-image via item-parcelling which improves model efficiency and provides more stable estimates of the construct.

Details

VINE Journal of Information and Knowledge Management Systems, vol. 53 no. 4
Type: Research Article
ISSN: 2059-5891

Keywords

1 – 10 of over 90000