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The purpose of this study was to identify the relationship between customer values, satisfaction and loyalty in the context of Airbnb.

The survey questionnaires were developed based upon review of previous studies. The samples were collected from US- based Airbnb users. The data were analyzed using structural equation modeling.

The result of this study indicates that first, Airbnb users’ hedonic value has a positive impact on satisfaction and loyalty, while utilitarian value influences only on satisfaction. Second, this study also shows that product involvement plays as a moderating role in the paths between hedonic value and customer satisfaction.

Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts on satisfaction and loyalty in the context of Airbnb. This study also contributes to Airbnb marketers in fulfilling users’ expectations about the company.

This research contributes to the hospitality literature by expanding the realm of research on Airbnb, which is a unique company applying the sharing economy concept in the lodging industry.

This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g. more automatic at low levels vs more deliberative at high levels). Given that gender differences are found to be context-dependent, it was expected that, when forming a single brand preference, men would emphasize instrumental aspects (functional and socially conspicuous utilities) and women the experiential utility of the brand only with high-involvement-level products.

A descriptive survey (n = 459) using structural equation modeling (SEM) analysis was used following an online experiment where involvement level was manipulated (n = 255) to validate the results.

Stereotypical gender differences appeared at high, but not low-involvement levels. Theoretically, these findings question the evolutionary basis of gender differences, as differences were not consistent at both levels.

The findings raise questions about the efficacy of segmenting by gender when aiming to increase brand preference of low-involvement products, whereas stereotypical targeting seem to be effective for increasing preference for high-involvement ones.

For the first time, the role of product involvement and gender was examined in brand preference formation. This can theoretically clarify whether gender differences are consistent or dependent on the level of involvement. This information can help in designing efficient marketing strategies for products with different involvement levels.

This paper aims to contribute to the literature on brand loyalty by illustrating the mechanisms through which product involvement influences brand loyalty. In doing so, the study is original in considering the mediating role of the multidimensional price perceptions’ construct.

Two thousand questionnaires were distributed in two shopping malls, yielding a sample of 535 consumers, covering eight different grocery products. To test the hypothesized model, the authors relied on structural equation modelling.

Product involvement influences on brand loyalty are partially mediated by price perceptions. This is a novel finding. Moreover, product involvement relates positively to six price perceptions, and this is also original. As expected, value consciousness and sale proneness are detrimental to brand loyalty, whereas price – quality schema contributes to it. Unexpectedly, however, price consciousness, sale proneness and price mavenism are positively related to loyalty.

Managers can improve brand loyalty by increasing consumers’ product involvement, by reducing the reliance on a value-for-money orientation and on non-coupon promotions and by focusing on lower or higher prices and on coupon promotions and emphasizing a price – quality association.

The product involvement/brand loyalty relationship has been characterized by mixed findings. This paper contributes to this debate by clarifying the mechanisms through which involvement relates to loyalty. In doing this, this paper also innovates by investigating the relationship between involvement and the multidimensional price perceptions’ construct. In this process, this paper also inquires how seven price perceptions relate to brand loyalty, with novel findings emerging.

The aim of this study is to investigate the relationships between transformational leadership (TL), informal learning and job involvement. The study delineates two pathways from TL to job involvement. The first is an indirect link through informal learning on job involvement, while the second pathway focuses on the moderating role of self-efficacy on the relationship between TL and informal learning.

Survey data were gathered from 596 employees of small services firms in Pakistan. The proposed hypotheses were examined using structural equation modeling.

The results reveal that TL is indirectly related to job involvement through informal learning. The study also shows that self-efficacy strengthens the relationship between TL and informal learning.

Previous studies have overlooked the potential influence of TL on job involvement through the mechanism of informal learning. The current study addresses this gap by examining informal learning as a mediator between TL and job involvement. Furthermore, the study provides several theoretical and managerial implications for research and practice.

This study aims to present a taxonomic framework that categorizes hotel loyalty program members on the basis of involvement and a mix of behavioral outcome variables.

The taxonomy is derived through mixture modeling from a sample of 1,395 loyalty program members of two global hotel chains.

Study results suggest the presence of four classes of program members across both hotels. Class members differ with respect to the attitudes they hold, the behaviors they exhibit, and the motivations they have for maintaining membership in the program.

First, the study enhances understanding of member differences that exist within loyalty programs. Second, the study advances understanding of the ways through which loyalty programs can best be managed. Third, the study illustrates the usefulness of mixture modeling as a classificatory tool.

Study results are not generalizable beyond the sample used in deriving them. Further, decisions pertaining to what variables to include in developing a taxonomic framework are critical to its usefulness. The choice to include certain variables as well as their related measures, to the exclusion of others, represents a second limitation.

The study is but the second to empirically categorize loyalty program members, and the first to do so in a services context. Two classes of high‐involvement customers emerge, each with contrasting attitudes and behaviors. Thus, our findings suggest that high levels of involvement invoke the most extreme of customer attitudes and behaviors.

This work proposes to study the phenomenon of fashion not as being evolutionary but as a consumption response that is mediated by consumers having a certain perception of time. This work also proposes not only that the temporal dimension seems to be essential in the process of fashion adoption but also that emotional aspects are predominant.

An empirical work was conducted based on structural equation modelling with a sample of 341 individuals, using path modelling with a multi‐group analysis.

The empirical results show that the needs for social acceptance not only do not arouse interest in new tendencies but even entail unpleasant emotions such as anxiety. Moreover, fashion is more emotionally positive if it has the quality of future.

Not only would it be profitable to promote involvement with fashion by transmitting the importance of others, but also the use of social needs in advertising could be unethical since it would generate unease in the consumer. Since it is clear that, in fashion, an orientation to the past is accompanied by an increase in negative emotions, it seems logical to reject designers who praise classic styles without offering anything new.

The work studies the phenomenon of fashion not as being evolutionary but as a consumption response that is mediated by consumers having a certain perception of time.

The purpose of this paper is to examine the relationship between employee share ownership (ESO) and employer-provided training. To be more specific, as both ESO and involvement practices can contribute to developing human capital, the paper addresses the question of whether they are substitutes or complements in the relationship with training.

The theoretical hypotheses are tested using the French nationally representative establishment-level survey, REPONSE, which is similar to the British WERS. The sample consists of 1,523 establishments.

The results are consistent with studies conducted elsewhere (e.g. in the UK) and provide novel findings, thereby suggesting a complementarity between ESO and involvement practices with bundles of practices becoming increasingly more complex as training expenditures increase.

To provide further insights, future research that uses more precise information regarding ESO plans is needed.

Results can provide HR managers with valuable information regarding the organisational characteristics necessary to ensure a fertile ground for their training expenses.

The paper reflects a growing awareness that human capital development and share ownership plans may be related and that this relationship might be a more compelling explanation for share ownership plans than the standard agency theory. The contribution of ESO plans to the development of employee competencies may be at least as important as their possible effects on employee motivation and effort.

The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement.

A self-report online survey was carried out after the 2018 FIFA World Cup in Russia. Responses were received from 422 individuals in 21 countries. The leverage scale was validated using exploratory factor analysis. Then, partial least squares–structural equation modeling was employed to examine the validity and reliability of the scales and test the structural model. Finally, multigroup analysis was used to examine how involvement moderates the influence of leverage.

Attitudes toward sponsorship and purchase intention are influenced by the perceived leverage and quality of the product. The multigroup analysis shows that perceived leverage does not influence the attitudes of individuals with low involvement. The influence of perceived leverage on perceived product quality is greater in individuals with high involvement.

Sponsors should use collateral marketing strategies to target specific segments of individuals with high and low involvement separately. Showcasing the sponsoring products of brands renowned for their high quality could positively influence the results of sponsorship.

This article contributes to the sponsorship literature by exploring how sponsors can capitalize on collateral marketing actions. It also contributes to the theory of image transfer by exploring how perceived product quality can influence the effectiveness of sponsorship.

The purpose of this study is to investigate how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

This study investigated how service brand loyalty can be enhanced through customer involvement, based on involvement theory and symbolic interaction theory as theoretical backgrounds.

Results identified customer–brand identification and service value influenced both service brand involvement and service brand-decision involvement. However, self-congruity only influenced customers’ service brand-decision involvement. Results also confirmed that customer involvement positively influenced service brand satisfaction and service brand loyalty.

This study contributed to involvement and brand loyalty research, investigating the role of customer involvement on service brand loyalty.

Results suggested what factors could enhance brand loyalty to gain competitive advantages.

This study proposed and empirically investigated ways to enhance brand loyalty in the context of the coffee shop industry.

With the increasing importance of e-commerce to the economy and people's lives, user-generated content, such as electronic word-of-mouth (eWOM) represented by online reviews, has exploded. On one hand, it is of great significance for review consumers (readers) to identify high-quality ones from a large number of existing reviews to assist their purchase decision. On the other hand, how to use appropriate strategies to make their published reviews more concerned by others is also important to review generators (reviewers). The purpose of this study is to understand the comprehensive relationship among review characteristics, review helpfulness and receiver attention.

This study uses the online movie reviews obtained from the most popular review platform in China to conduct multiple empirical analyses.

The results show that the review helpfulness plays a mediating role between the emotional characteristics of online reviews and the receiver attention, and such a mediating role is more significant among reviewers with rich review expertise. The reviewer's expertise also moderates the impact of review emotions on review helpfulness.

This work studies eWOM receiver involvement, which can ultimately impact product sales, but seldom be investigated in eWOM domain. Therefore, this research can enrich studies on eWOM and provide valuable practical implications as well.